Understanding The Big Growth Of Event Tech & Its Future Course

The Indian event tech industry’s growth – even though it has been gradual, the fact is that it has come a long way. Since time immemorial, events have been bracketed into three parts: pre-event, event and post-event. Also, there are three basic audiences as far as an event is concerned. One is, of course, the event organiser; the second is the client or the sponsor, and the third is the consumer - the person who's experiencing it. The job of event tech is to make the experiences for all the three - amazing, discuss industry experts.

Elaborating on the evolution of event tech, Naveen Gupta, Founder, Spalba brought out, “So far whatever has been happening or has happened in the event space, has happened where the audience is there on site, and there is a use lot of technologies. But there is a bigger part like a pre-event. Pre-event is something where, you know, the planning happens and that is where the most of the technology should be incorporated. Then there is post-event, where when you do an event, the data should come back to the pre-event, so that a person who is starting a project should use it. As we were discussing it earlier also, like in a video game, you have one to hundred stages - when you fall from a 98 stage, you come to 97. But in events or event planning, you always start from level one, which should not be the case.”

“We mostly use event tech simply for the sake of using event tech and that is where the disconnect happens. The client sometimes says that we should include technology, so we mention that VR, AI could be brought in - that is how event tech is unfortunately practiced in our business and that is where the issue is. Event tech should not be seen for the sake of tech, it should be seen for the sake of experience, the experience of one of the three audiences - either the organiser, or the consumer or the sponsor/client”, stated Ankur Kalra, Founder & CEO, Vibgyor Group.

“Obviously, everything is a continuum. It's not the same for everybody at all points in time. So, if you look at buzzwords like AI and stuff, although in the real sense, the potential and the usability of such technology is very varied and much of a much higher order than is required in the event space. But even having said so, there are people who are already using these things to actually chart out visuals, concepts, and even content. So that's already happening. The adaptation or the adoption of such technologies for a wide range of people will take time. But I think we've started right. And one thing that I endorse is that they're at ground zero, and there's a lot more to be done. But I think we've certainly moved up and we've moved up at a reasonable pace. We could obviously do more”, pointed out Ganesh Pande, Co-founder, Tech XP, at the recently organised e4m Red Carpet Experiential Marketing Summit held at the capital.