Google Adwords of events to produce new revenues?

Mobile apps provider for the global meetings industry myQaa has partnered with Insiteo, a specialist in indoor location and proximity marketing, and GL Events/Toulouse Evénements, on integrating mobile apps with beacon technology at events. The promise is to bring on new revenue streams for event organisers.

The technology, its developers claim, will allow event organisers to track movements around events and charge additional fees to exhibitors by number of conversions.
myQaa, Insiteo and Toulouse Evenements have signed a three-year deal to use myQaa’s event app and Insiteo’sgeolocation platform.

Richard Mitha, CEO of myQaa (pictured), says: “I’m convinced that our mobile app will become the ‘Google Adwords’ of events. I envision a situation where exhibitors will pay based on the numbers of impressions and conversions that their sponsored messages receive. This will only make the business more transparent and fair for all parties, as we’re finally going to be able to show tangible ROI”.

myQaa claims to be the first event app provider in Europe to implement beacons in a tradeshow. The company says it is also looking into facilitating networking with personalised suggestions, streamlining the entire event journey and incorporating more fun and educational games.
For Arnaud Masson, CEO of Insiteo, described the partnership as “a great example of the strong potential that our platform of geolocation services has on a wide range of industries”.
myQaa and Insiteo will deploy the beacon integration for the first time at the Toulouse Fair this April.

“We found it was really easy to integrate myQaa’s event app with Insiteo, which is why we’ve signed a deal for them to work on all our events for the next three years. We’re going to find the best ways to bring maximum ROI to our clients,” said Patrice Vassal, CEO of Toulouse Evenements.
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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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