MICE coLAB 2014
The MICE coLAB 2014 was a 3 day hackathon organised by the Singapore Tourism Board and UP Singapore. More than 150 participants came together over 21st-23rd February 2014 to create solutions that utilise technology to enhance connectivity and improves visitor experience, while driving MICE productivity and overall profitability of the industry.
Many of us may not be familiar with the MICE (Meetings Incentives, Conventions and Exhibitions) industry, but it is big business. Together with Business Travel (BT), MICE is a key contributor to Singapore tourism receipts. Singapore received 3.35 million BTMICE visitors, who spent an estimated $5.73 billion (excluding sightseeing and entertainment expenditure) in 2012.
IndustryThe MICE industry acronym refers to the Meetings, Incentives, Conventions and Exhibitions industry. The industry comprises of: Professional Exhibition Organisers (PEOs), Professional Conference Organisers (PCOs), Meeting and Incentives Organisers, Venues, Stand Contractors, and a myriad of companies that supply facilities and services to the industry such as hotel audio-visual equipment suppliers, travel agents and many other ancillary service providers. While the industry includes a number of international companies, the majority of the industry is made up of smaller players, often less than five employees. Such disparity in size in turn drives differences in capabilities and resources to serve the industry. The utilisation of affordable technology will enable smaller operators to be productive and offer a quality product.
Then and NowAttending an event, conference or exhibition today is not that much different to attending one in the 1980s. It still involves sitting in a venue listening to a speaker, networking over coffee, walking up and down aisles of exhibitions collecting brochures and talking to and exchanging cards with exhibitors. It’s true that stands have become more sophisticated with high definition monitors and displays, screens in the conference venues have become bigger and there are more innovative technology to provide audience interaction. But given the vast influence information technology and in particular, the Internet and all things digital has had on the rest of businesses, the MICE industry has been a relatively slow adopter. At the core of MICE is connectivity – connectivity to people, information and business opportunities. This connectivity drives the visitor experience and overall satisfaction with the event. How we connect has changed dramatically in the last 10 years – think smartphones, tablets, apps, Facebook, LinkedIn and that’s what we control – what about geolocation tracking, wearable technology and the fast emerging Internet of Things, like sensors? It is likely that the use of apps and devices to enhance connectivity, augmented reality capabilities and other trends in digital technology will bring about more change in the next five years than it has in the last thirty years.
Big business for SingaporeIn 2012, tourism receipts increased 3 per cent in 2012 to S$23 billion. The Business Travel and Meetings, Incentives, Conventions and Exhibitions (BTMICE) sector is a key contributor of tourism receipts. In 2012, the number of business visitors rose to 3.35 million, an increase of 4 per cent from 2011. Expenditure by these business visitors also rose by 2 per cent to an estimated S$5.73 billion. They account for about 23 per cent of total visitor arrivals and 25 per cent of tourism receipts (excluding sightseeing and entertainment expenditure). It’s big business for Singapore, and Singapore does it like no one else, earning numerous awards as the most popular business and MICE destination, such as Asia’s Top Convention City for the 11th year in a row (ICCA Global Ranking 2012), Top International Meeting City for the 6th consecutive year and Top International Meeting Country for the second consecutive year (UIA Global Rankings 2012), Best BT MICE City 2012 (TTG Travel Awards 2012), Best Business City in South East Asia 2012 (Business Travellers Asia Pacific Travel Awards 2012) and many more prestigious awards.
Opportunity and challengesThe industry is healthy and growing. But such opportunity of course brings competition. Competition from other destinations in Asia is on the rise, with investments in upgrading of technology and infrastructure. Technology, while presenting a threat to the industry, can also be embraced to not only reduce costs, but continue to enhance and leverage the connectivity that is fundamental to the MICE industry. Connectivity begins well before the event starts with the first pre-event awareness campaign all the way to post-event interaction when contacts are made. Each touch point with a visitor impacts satisfaction. Creating superior visitor connectivity provides the platform on which to build a dynamic community that facilitate the exchange of views, information and opportunities, so that the next event is just part of the on-going conversation amongst delegates and MICE practitioners. Building such strong communities will position the MICE industry for a successful and sustainable future. In addition, public and private sector organisations globally need ways to connect with Singapore MICE partners to host and manage events. Each component of the MICE eco-system can be enhanced to ensure Singapore’s position as a world-leading MICE destination.
1. Enhance YourSingapore experienceDevelop a Singapore app or city guide to connect and enable a seamless and memorable experience for MICE travellers.
2. Improve your MICE event experienceDevelop a technology-enabled solution – whether a mobile app, software application or process – to maximise the experience for visitors to MICE events. There are many touch points between an event visitor and the MICE company organising that event. Each of these touch points can be a moment of truth with positive or negative impact on the overall experience, thus affecting word-of-mouth, return visits and overall ROI for the event.
3. Know more about our visitorsDevelop technology to track and collect the visitor’s preferences, movement and transactions real-time. This data collection and / or analytics solution should:
4.SergeSearch ChallengeThe MICE industry draws millions of attendees to Singapore each year and drives revenue to local retailer. We are looking for new and innovative solutions to help improve the quality for these travelers and to make their experience within Singapore more relevant Our mobile platform provides you with access to a great many technologies – vision, video recognition, voice recognition, Augmented Reality and Geo-location. Create an app that demonstrates how you can improve the Singapore experience during their stay for a Convention for a foreign visitor.. The API will be available on the website www.sergesdk.com under the developer section..
5.SACEOS ChallengeAny clients who wish to request for RFP can upload their request on this platform, which is accessible to all in the MICE industry Clients are able to track who has submitted, while bidders for the projects are able to track if they have been successful.
6.DEXTRA Data Innovation ChallengeSponsored by DEXTRA, this award of $500 cash will go to the the team that showcases the best use of the datasets that will released at the hackathon.
DataParticipants will be able to access our Data Sandbox and have the chance to play with interesting datasets including:
Geospatial dataSLA(Singapore Land Authority) and LTA(Land Transport Authority) are providing data on points of interest including Address points, Bus stop locations and SMRT Routes.
Demographic dataYou will be able to play with extensive demographic datasets containing data on visitor arrival by Country of Residence, Mode of travel, gender, age and length of stay spanning the past 10 years.
Other relevant data•Hotel occupancy statistics spanning the past 10 years •Historical exchange rates from 2009 to 2012
- John Gregory Conceicao, Executive Director, Capability & Innovation and Visitor Information & Feedback, STB
- Tara Hirebet, Futurist
- Arun Madhok, Chief Executive Officer of Suntec Singapore International Convention & Exhibition Services
- Hew Joon Yeng, Co-Founder, PigeonLab
- Samantha Yuen, UX lead, PropertyGuru
- Rich Jenkins, Aluminaid
- Yap Chin Siang, Assistant Chief Executive, STB
- Daniel Daboczy, Co-Founder, CEO, FundedByMe
- Janet Tan Collis, Chief Executive of East West Planners
- Karen Ann Leong, STB
- Yeoh Siew Hoon, Founder, Web In Travel
- Fredrick Stenbeck, Co-Founder, CEO, Great Simians
- Angela Ognev, Strikingly
- Rendy Tan, Scrum Master and Technology Evangelist at Human Network Labs
Check out the winning presentations below!
Team MICEapps created one of the most comprehensive and integrated event management applications in the MICE community for local SMEs and beyond. It’s features include efficiency of experience for delegates, seamless platform/application and productivity for partners and organisers, Indoor and out door connectivity, ROI for exhibitors
Team App Sec created a a one-click digital business scheduler that magically fills your schedule with highly recommended and personalised activities to do in Singapore. It also connects you to other meeting attendees, providing you with handy background information needed during a networking session.
Jublia has developed an application for exhibition delegates, that solves the problem of finding the right exhibitors and content. Fortified with their proprietary relevance algorithm – RevRank, Jublia brings you only the most relevant meetings, locations and activities to your mobile device. Best of all, you don’t have to download a thing.
WeareSpaces provided a simple RFP lodgment solution in answer of the SACEOS challenge. We are Spaces is already a player in this market in terms of venue location and enhanced their offering to provide an elegant RFP submission tool organizers looking to appoint a local vendor.
Team Netsplor created a solution that allows MICE tourists to maximize both their Singapore experience and their networks by utilizing free times in their itinerary recommending activities and attractions based on their locations, length of free time, and number of people from the same event interested in the same activity.