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The world of work is becoming increasingly mobile and intelligent office organization is becoming inevitable. Manufacturers of office furniture point out the relation between well-designed work spaces and long-term business success.

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Nr 43 December 2014 - January 2015Afgiftekantoor 9099 Gent X / P.508718/Bimestriel

The worker is changing and the office as well!

The use of technology in conferences and meetings is experiencing large growth. American Express « Meetings & Events » has conducted a study entitled « Great Expectations » that has revealed user expectations and how they are seen by organizers.

Planners and participants - fighting the same battle, but distinctions must be made!

A Love Story that Needs Customisation!Business gifts and companies – it’s a true love story!And one that has lasted for over 50 years! That is, it has gone through all the stages: from passion to lukewarmness, only to rise from the ashes and brighten up our days even more.

Microsoft recently carried out a « reorganization » that should provide clarification: the well-known Skype software, which provides VoIP services for consumers, which are claimed to have more than 300 million users, will soon be available in a professional version that will replace Microsoft Lync, which is highly prized by businesses.

Lync is dead. Long live Skype for Business!

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The reasons for wanting to communicate via a large screen

Consumer habits have changed considerably within a few years! Computers, audiovisual media, videoconferencing, tablets and smartphones have created a new race of customers: « nomads », who go foraging and who are more elusive than ever.

The new, solutions-based economy

Two major generators of the information flood!

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Really attractive hotel facilities in Madrid!

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The new, solutions-based economyConsumer habits have changed considerably within a few years! Computers, audiovisual media, videoconferencing, tablets

and smartphones have created a new race of customers: « nomads », who go foraging and who are more elusive than ever.

Elusive? Yes, and at the same time they are a lot more demanding with regard to their needs and expectations. They use multi-

ple channels to inform themselves before making a decision. They want to have an « à la carte » customer experience.

The digital revolution is changing production

With information technologies, modes of communication and production are be-coming a lot more diverse. This is cre-ating new challenges that must be met by the business world. The digital revo-lution is changing production, quite sim-ply! Today it is becoming possible to es-tablish links (that were very costly in the past) between supply and demand sides that were unknown to each other. Mul-ti-channel marketing wants to meet these demands. The customer must be con-tacted via the various existing channels and then offered a coherent, interactive and fluid itinerary, where his needs will be taken into consideration. The idea is to remain in contact with the buyer and adopt a communication that is related to his habits of consumption. In particular, coherence between the messages trans-mitted via the various channels is crucial.

It is a question of gathering the maximum amount of data concerning the customer, in various ways (looking at online purchases, sending of question-naires, analysis of social networks), then manag-ing it and, finally, offering a personalized itinerary. Today it is possible to access in real time all kinds of information on the needs of each consumer.

Value creation is moving downstream

More than ever, the customer must feel recog-nized. For this purpose he is sent a targeted offer that takes into account, in real time, his needs of the moment, regardless of the channel used. Businesses must also take into account a funda-mental change that is also linked to the digital rev-olution. It is no longer a question of selling a product while taking no interest in the use that is made of it, but, conversely, it is a question of selling the use! What will attract consumers more and more will be a solution. For example, in the automotive field, what will be bought more and more will be « trans-portation » and not a « car », for this will depend on the moment, imperatives, and circumstances. In the IT field, solutions will be bought in order to perform a particular task and also to be assured of the « freedom from worries » that comes with a quality brand or service. Each time, the end will take precedence over the means, which will have to be adapted accordingly. Finally, we are witnessing a sort of dislocation of the economy. Value creation will no longer reside in production and sales exclusively, but will move downstream, to the provision of help to business-es in using products throughout their life cycle. We are therefore at the beginning of a new era …. In fact, it has already begun!

What if We Worked the ‘Californian Way’?It is a new concept from California called « co-working ».

It revolves around a « flexible office ». Ob-viously, we are talking about work sharing. It has a history…

It Makes the Traditional Office Look Old

This is what’s been happening in San Fran-cisco. Freelancers such as graphic design-ers, designers and IT specialists have de-cided to share the same work place, which is neither the actual office nor the home, in order to save money and reduce loneliness. This also implies the sharing of knowledge, synergy – everything perfectly geared to-wards telework. The latter is based on the

advent of new technologies, note-books, the Internet and « cloud computing », which makes the tra-ditional office as it is perceived in companies look old. The supply of shared spaces of this kind is still in its infancy, but it is be-coming more structured and is also expanding in view of the rise of tele-working in big companies, which also makes us think about what the office of tomorrow should look like.That is because teleworking, this radical change in culture, entails a number of advantages in terms of

operating costs, carbon footprint, quality of life, work organisation and well-being of workers as well as the easing of the strain on main roads. After all, many em-ployees spend up to one hour commuting between home and work each day.

It Changes the Perception of the « Home Office »

In short, teleworking appears to be positive for all those involved (workers and businesses). How-ever, a lot of evangelisation of business leaders still needs to be done to convince them of the

benefits of teleworking as well as of those associated with co-working, which changes the way « working from home » has been perceived so far.These spaces for distance work, located in the heart of residential areas, which boast high-quality reception, high-speed Internet, colour printing and 24/7 access benefit, as mentioned before, from the synergy between the various workers (the sharing of knowl-edge), resulting in a substantial increase in productivity – reportedly more than twenty percent!The creation of such spaces coincides with the emergence of specialists in flexible hous-ing, who see a new opportunity to offer nov-el, sustainable concepts with a matching at-mosphere.

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Picket lines do not shut down teleworking! The recent strikes have given a boost to teleworking. All that workers require is a high-speed Internet

connection to escape the picket lines and carry out their work activities far away from the furies of the street.

More generally, however, the concept of teleworking conti-nues on its merry way. Indeed,

even in normal times it is the best way to reduce congestion on the roads and thus enable employees to save a great deal of time.

Beware of….overwork!

In the past, managers were reluctant to loosen the reins on employees for fear of a decline in productivity. In reality, it is just the opposite that occurs, as the greatest risk (cf. Jason Fried and David Heine-meier Hansson, in the book « Remote: Office Not Required ») is…..overwork! It is therefore advisable to ensure, instead, that remote employees take enough time for themselves! Current trends in the US indicate that teleworking will grow 21% by 2016. With the help of technology, we are far removed from the situation in the early stages when the remote worker received his instructions and work by email and returned the completed work via the same medium at the end of the day. Today, videoconferencing, instant mes-saging and audio conferencing are com-

ing to the rescue and radically transform-ing the situation. Let’s not forget that we are living in a world where kiosks, for ex-ample, enable virtual face-to-face meet-ings (some US banks now offer this ser-vice). In the same way, allowing remote workers to participate in meetings via videoconferencing is within the capabil-ities of every PC and every Mac.

Providing a « virtual open door »

This technological advancement pro-vides the opportunity to mitigate the sense of isolation and disconnection that can be felt by teleworkers. Getting them to take part in meetings, convers-ing with them, soliciting their input and allowing them to take decisions are ad-

ditional incentives. In the case of « mixed » meetings, it is strong-ly advisable to introduce remote employees to those who are ac-tually present, and to give them time to ask questions and join in the discussion. Direct access, that is, a « virtual open door » en-abling the teleworker to interact with his colleagues or superiors, must also be provided on a per-

manent basis. In any event, teleworking must not be seen by the remote worker as « retire-ment from the company » and the so-cial interaction that takes place there. It is therefore essential that real relation-ships take over from time to time. The employee needs to share his thoughts and feelings with others, joke with them and tell them about his vacation, or sim-ply explain at great length the minor ail-ments of his baby. That is the reason why many companies allot one or sever-al days a week to teleworking while em-ployees are required to work in the office the rest of the time. This is all the eas-ier as modern offices allow workplaces to be organized « à la carte » and on a modular basis.

And if one were to engage in « brainstorming »?It is clear to everyone that, in every industrial sector, creativity is the competitive strength of businesses.

It is the driving force behind the finding of new ideas and the resolution of problems.

To discover new concepts or develop innovative applications is to open the door to the future. Integrating creativi-

ty into a company at every level ensures that it enjoys a strong advantage.

No more destructive criticism!

An excellent and world-famous example is provided by the Apple company. In the con-sumer electronics industry it is the gold stand-ard. We can see what creativity has done for it. But managing creativity is not easy, since, by definition, we do not know where it may lead us, otherwise it would serve no purpose and it would be sufficient to simply set things in motion. In view of what is at stake, it is obvious that creativity has caused much ink to flow and that it is still the object of a great deal of re-search. In the business world one sometimes engages in the practice of brainstorming (whose initiator was Alex Osborn), a tech-nique that is not new but that should be prop-erly understood. Osborn had remarked that most of the energy invested in meetings was spent in destructive criticism of ideas suggested by others. Brain-storming was born from a simple ban on criti-cism being expressed during the first stage of idea-searching.

The technique therefore consists in coming togeth-er, looking at a situation or problem and requiring every-one to express as many orig-inal ideas as possible in the shortest possible time. Re-gardless of feasibility or any « underlying madness », the ideas must not be evaluated.

Practicing « divergent thinking » and discovering solutions

Specialists stress the impor-tance of preventing any form of censorship (or auto-censorship). It is important to foster « divergent thinking ». During this stage, par-ticipants can, of course, expand on what has just been said and associate new ideas with the ideas that have been expressed, as well as engage in the association of ideas. This is generally a delicate stage, as participants of-ten feel ill at ease whenever they are not able to show that they possess good critical-think-ing skills. They feel, especially if they are em-ployees of the company, under close scrutiny by the managers, and this acts as an effective brake. Hence the importance of a facilitator

specially trained in the technique. It is only in a second step (or during a lat-er meeting) that the ideas expressed are actually exposed to the harsh light of criti-cism…..and that an attempt is made to con-vert them into suitable solutions. This is the moment when « convergent thinking » comes into play. Obviously, it is an important step and enables, on the basis of an idea, the generation of other ideas that are likely to offer better options. It also enables ideas to be transformed and improved by develop-ing solutions, depending on the situation or the customer’s problem.

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Keizershoevestraat, 262610 Wilrijk - BelgiumTel: +32 478 948951Fax: +32 3 2397516Email: jp.thys@cbsmedia.bizWebsite: www.cbsmedia.biz

Publication ManagerJean-Pierre Thys

EditorJean-Claude Lesuisse

TranslationBabel Ophoff Vertalingen

PrintingLowyck

PublisherJean-Pierre ThysKeizershoevestraat, 262610 Wilrijk - Belgium

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Ergonomics… You Know, That Excuse for Making Demands…Let’s talk a bit about ergonomics in the workplace, you know, that excuse employees use to demand

more expensive chairs…

If you have reached this stage, you should know, first and foremost, that you are not the only one… Second, that ergonomics

is something entirely different!

Creating a Physical Atmosphere that Meets High Standards

One could also speak, but that’s a more ad-vanced stage, of « rules to be observed in terms of height of chairs, positioning of fur-niture and level of organisation of storage spaces ». But that would still not cover it! In fact, you will smile, for ergonomics allows for an increase in overall performance as it improves people’s well-being…It is not mere-ly about trying to avoid risks of accidents or limiting muscular or skeletal problems. The basic idea is that there is a connection between body and mind; the minute we feel discomfort somewhere between our heads and our toes, our whole balance is affected.Additionally, ergonomics should be taken into account from the stage of designing the rooms, tasks and equipment to be used. From the outset, it will be a question of cre-ating a physical atmosphere that meets high standards in terms of lighting, acoustics and ventilation/heating. One will also have to identify groups of workers that « are alike »,

in other words that share more or less the same needs that have to be taken into ac-count. Thus, different spaces will be de-signed for specific tasks to be carried out.

Creating… or Designing…

This way, one could segment the area into several spaces, referring to them as meet-ing spaces (for two or more people), spaces for concentration, spaces for making phone calls etc. Thus, the staff will be « in motion » depending on the activity.This is not inconsistent with modular designing, which can add its own flexibili-ty to the project. One could therefore imagine a meeting area (which requires move-ment to go there) that can be turned into a large con-ference room or small spac-es for private conversations.In order to be able to create, from scratch, a whole that meets the various require-ments of ergonomics, one will have to call in special-ists-ergonomists who will intervene from the stage of

the very design of the spaces. If, howev-er, one inherits an office already designed and, for a variety of reasons, one is unable (or unwilling) to invest the amount of mon-ey – often a nice little sum – that implies demolition and complete redesigning, one will resort to the full array of office furniture. Which brings us back to the principles of the beginning: It will be a question of choosing desks, chairs and storage spaces that are suited to the work of the various staff who will use them.

Would We Burn What We Have Loved?Office trends are a source of amazement, it seems, while at the same time we burn what we have loved

and we adore what we have burnt!

Just think of the ‘open spaces’ – those ‘office landscapes’ that continue to be all the rage, but which are extre-

mely noisy; and, on the other hand, look at those completely partitioned offices that are springing up today. Isn’t there a ‘proper ba-lance’ we can strike? Or, more specifically, shouldn’t we adapt to the new circumstan-ces we are faced with?

Increasingly Paper-Free

Actually, offices have long been standard-ised, but the needs have evolved. Accord-ing to a study carried out by the Centre for People and Building, lack of privacy is a very important factor in dissatisfaction, as is the acoustic environment and comfort. It seems essential to place people at the cen-tre of considerations again, and to rethink the work station to ensure that it works properly in the interest of collaboration and sharing. Today, offices are becoming increasingly pa-per-free and documents must be accessi-ble from anywhere, at any time. Against this backdrop, virtual meetings are taking off. We can attend a conference – and even take part in it – from the comfort of our home. The magic wand is called ‘digitization’. The paperless office has arrived. What’s more, computer automation will allow us to de-

vote ourselves exclu-sively to tasks with a high added value. It is for this reason, among others, that big com-panies centred round photocopies, such as Xerox, are presenting themselves as ‘data specialists’.

Increasingly Nomadic

As they become in-creasingly nomadic, employees will rely on ‘coworking‘ or physical office sharing. These shared offices (which we will discuss in another article) will save a significant amount of time and will im-prove the quality of life, while setting in mo-tion mechanisms of ‘synergy’ between work-ers.When they get back to the ‘head office’ and sit down at their desks in the tradition-al sense of the word, employees make ex-tensive use of their own equipment, in keep-ing with the BYOD concept. And it must be concluded that the furniture that is currently

present is not at all suitable for the use of smartphones and tablet PCs. This way, em-ployees in their thirties have taken to zap-ping and putting their feet on the table, while demanding new types of chairs that adopt their posture. When employees come home from work, they perform multiple tasks at home too, a crucial one being the collecting of informa-tion at source. So there is a need for mod-ular furniture capable of adapting to the ob-jectives pursued.

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The worker is changing and the office as well! The world of work is becoming increasingly mobile and intelligent office organization

is becoming inevitable.

Manufacturers of office furniture point out the relation between well-desig-ned work spaces and long-term busi-

ness success. There is a pressing need for mo-dern furniture and design concepts tailored to the changes the world of work is currently un-dergoing.

Flexible, mobile and adapted to virtual working!

Orgatec, which was held from the 21st to 25th of October in Cologne, was a happy meeting point for office furniture professionals (archi-tects, designers) and professional visitors rang-ing from deciders through to buyers and busi-ness managers. Workplaces must be transformable according to the most diverse scenarios and the tasks in hand. The world of work demands individ-ual solutions and the modern office will be flex-ible, mobile and adapted to virtual working. It must enable communication but also temporary

withdrawal in order to concentrate and to regain one’s stamina. The current findings are beyond dispute: ac-cording to a recent study, only 49% of em-ployees believe that their workplace is suited to communication and collaboration with col-leagues.

A wide variety of configurations

Let’s talk a little about the strong and growing trend: technology will continue to impose its activities and mode of use. This means that, in the offices created today, account must be taken of the emergence of these new tools (e.g. smartphones and tab-lets) and the way they are used. A flexible and creative environ-

ment is needed where work postures are re-considered. Modular assemblies will be used that can be combined in a wide variety of con-figurations ranging from isolated personal work

through to one-to-one discussions and even small meetings. We are about to witness a flood of varied and variable work zones. Another, parallel trend: well-being at work. Spac-es will be creat-ed in which nat-ural elements will predominate. Natural wool, nat-ural wood, green colors and tex-tures, and plants – all will contrib-ute to the emer-

gence of « warm » and comfortable spaces. Aesthetics will be a major consideration but the main goal is to bring about a state of relaxation. We have just touched on the subject, and now for the specifics: design will play an important

role, but it will take hundreds of different forms, depending on tastes and colors. A single con-straint: the use of high-quality materials, which will enhance the appearance of the workplace.

Intelligence and……fitness while working!

Intelligence…….It’s strange to speak of intelli-gence in the context of offices but it must un-derpin the new creations and the way they will be used. Intelligence in relation to workplaces means that they are adapted to the tools used and goals pursued by the workers. Today businesses are turning away from the tra-ditional « open spaces » and investing in priva-cy! Collaborative spaces? Yes, certainly, but workers must also be able to shut themselves away in an environment allowing private con-versations far away from the bustle. Profound reflection or a phone conversation about a sen-sitive issue requires…..tranquility. One must be able to withdraw into one’s tent! To work is also to be able to keep one’s work-place tidy! Long live storage space! Offices must be clean and clear of obstructions but at the same time one must be able to get one’s hands on the various documents one is seek-ing. Information technology does not resolve everything. By the way, the information technol-ogy…… the big machines are hidden from view

and no-one sees them any more… or else they are perfectly integrated in the office fittings! Last but not least, a word on the « fitness » trend (that’s the name we’ll give it) of cer-tain work areas. Since movement and exercise must take precedence over a sedentary life-style, a few tricks have been devised: belts that one walks (runs) on while typing one’s emails, and pedaling while reading one’s email etc., etc. All that is needed to stay in great shape!

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Vitra

Prooff

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Mastering the MeetingA few years ago, the profitability and productivity of a leading

technological company fell.

The company surveyed some 30,000 em-ployees worldwide to find out how they could improve organisational effective-

ness.

One in two meetings a waste of time!

The employees responded that one in two meetings (46%) were a waste of time. The rea-sons? Lack of clarity of the meeting’s purpose, acute ‘Meetingitis’, too long meetings and un-necessary participants.In fact, too many people meet without really knowing why, simply because the meeting is « usual » and is part of the schedule. It is more than likely that you have been in that kind of situation. The effect on the company is quite devastat-ing, particularly in cases where one merely has to be present to « accompany » the meetings of senior executives. Their preparations are time-consuming and spread like wildfire across the company, devouring the time available for the real work.But meetings need not ‘behave’ in this man-ner; one can ‘steer’ them, manage them as one does any other type of work. Here are three things you can do…First and foremost, have a purpose for the meeting. If you don’t know why you are going

to a meeting, don’t go! Useful meetings aim to achieve at least one of these three goals: to in-form, to discuss or to decide. As soon as an idea for holding a meeting comes to mind, you should ask yourself if there is any other meth-od that could be used. Then, after establishing that a meeting is really the best solution, you should be clear about the goal and the desired outcome.

The ‘rule of seven’

Manage the participants. In many companies,

it is not acceptable to not invite a large number of people to a meeting. However, you should bear in mind that each additional participant adds to the cost for the company. Americans

speak of a « rule of seven » to be adhered to: Each participant above this number diminish-es by 10% the likelihood of making good and fast decisions. Based on this, imagine the like-lihood of achieving this if you gather 16 or 17 people around a table! Also try gathering deci-sion-makers and not observers or delegates, or else you will need to hold another decision meeting.Finally, you should limit the length of the meet-ing itself. The ideal length is 30 minutes, but you can dither and double that, making it one hour. What would you think of a rule that would require a meeting lasting longer than 90 min-utes to be subject to prior approval by a man-ager situated two levels higher than that of the person organising the meeting in question?Let’s conclude with a little true story. An Amer-ican Deputy Secretary of Defence once held a meeting. There were 60 people in the room. He asked each of them to say who they were and why they were attending. After the first two had introduced themselves, the deputy secretary suggested they leave because « we will not need you here ». Others suffered the same fate. By the time he got to person no. 10, many got up and left the office, understanding that they had no reason to attend the meeting. In the end, the working group was made up of 12 people… food for thought.

Effective Communication at MeetingsSometimes one has to go back to basics: Effective company communication, including at meetings, has

many advantages. Among them are coming together to reinforce strategies, exchange ideas, celebrate

successes and dissect missteps.

A successful meeting reinforces the stabi-lity of a company and causes it to grow. But, as we know too well, unsuccessful

meetings constitute a loss of valuable time for the company. We should try to understand the key elements in order to benefit from them.

Choose and facilitate

Choosing the participants carefully is essen-tial. Often people are invited to take part in meetings while they have no business there, their presence is not « useful ». One should also allow the par-ticipants enough time to prepare for the meeting. Therefore, one should draw up a clear agenda so participants know what to expect.Facilitation is also important. Choosing someone who will de-vote themselves to this can yield excellent results. So can assign-ing an employee the task of tak-ing notes and making sure the items on the agenda are dis-cussed. When images need to be pro-jected (which is increasingly the case), one has to make sure that

everyone can clearly see the screen without the need to twist their bodies, and that the fonts are legible and have the right size. Be-ware of the natural propensity to « cram » too much information into the image: one word, one phrase, not more, and enough space for the image!

Precautions to be taken for virtual meetings

When it comes to holding virtual or mixed

meetings, even more precautions need to be taken. The distant participants tend to get distracted by their own environment! All the more reason to adhere strictly to the thread of the meeting, to demand that mobile phones and other smartphones -- if one is not careful, they will always dis-turb an event of this kind -- be left at the door, to impose order for the speeches, in terms of speaking time, to ensure that it does not turn into a cacophony. Distant speakers are also advised, for the dura-

tion of the meeting, to be in a visually calm environment, away from noise disturbance. Where appropriate, it might also be a good idea to have them wear headsets, which have been proven effective. In any event, during these meetings, one should forget about the technology, which implies it must be perfectly mastered in advance. If there is a hiccup, the whole build-ing will collapse as everyone will focus on something oth-er than the actual goal of the meeting.

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In fact, it is common sense - but nevertheless it is surprising During business events and trade fairs and exhibitions, in the world full of « apps » in which we live today, one

might imagine that young professionals (making up the famous « Y generation ») would snap up applications

enabling them to get the program and information.

In reality, according to a report produced by the U.S.-based CEIR (Center for Exhibition Industry Research) and the SISO (Society of

Independent Show Organizers), they prefer to have traditional « printed » (that is, paper) do-cuments.

Very low added value

This flies in the face of the popular belief that

holds that young people want all information to be supplied in digital form. And the statistics are undeniable: although 26% in fact prefer to consult a version of the program via a « mobile app », 40% say they prefer the printed version.

Furthermore, 35% stated that they did not like downloading an application for a schedule! A possible explanation? One can imagine that downloading a dedicated « app » for display-ing the program would be simply regarded as a waste of storage space on the smartphone, for a very low added value in return. Young professionals are not, however, eschew-ing their smartphones: 42% indicated that they use their smartphone to take photos of prod-ucts and events that are taking place, for the purpose of viewing them later or sharing them with others.

They want an « immersive experience »!

When one analyzes the study further, one dis-covers what really attracts the young partici-pants. It is interactive training sessions that en-able them to gain hands-on experience of the products (they seek « immersive experienc-es ») and to interact with the exhibitors – as 86% of the young professionals want to learn, develop their skills and discover solutions to their problems. It should be noted, as it is not insignificant, that 87% of the respondents are involved in decision-making processes within their company. Their main role in this regard is

to recommend a product or service. Returning to the technology with which they are familiar, they also require a WiFi connec-tion in order to access their emails (among other things). It is, by the way, through this channel that they can be contacted most easi-ly before and after the event. It should be not-ed that they regard the social networks as a source of supplementary but not essential in-formation.

Another characteristic of these young people: they want to balance their work life with their life away from work and are more likely to at-tend events that take place during the week than over the weekend.

Is this Lost Order Absurd?Has the company lost an order despite an attractive offer? That’s a real pain! But it

does deserve a little analysis!

For… what if the culprit is to be found in the product presentation? Everything was said and said well, but wasn’t there a little so-

mething missing that tipped the balance towards another company?

Putting together the presentation on the fly

Again, has one really prepared the meeting in question? In other words, has one developed a strategy and presented arguments geared di-rectly to what the cus-tomers want? One has to offer them a solution to their problems and not present them with a list of ‘product benefits’ with-out knowing which one they are more interest-ed in. It is hard to know the most obvious of their concerns? Even so, one can always investigate and ask them and then, depending on what they say, put together the presentation on the fly.Also, one must not forget one golden rule: Once

the customers (or prospects) begin to think about something other than the commercial presenta-tion being made, it’s compromised, even lost! The signs are obvious -- just pay attention to the body language: Participants look elsewhere, play around with their smartphones, look at their watches or move papers around that are unrelat-ed to the presentation. Alarm bells going off! The solution? Cut short your talk and give the partic-

ipants the floor, for example by going into ques-tion & answer mode.

Getting the debate going again, for nothing is cast in stone

One should also respond to comments made by the participants. Even if this means going beyond the framework set: Nothing is cast in stone, it’s

all about people and feelings. Lis-tening, displaying flexibility and re-sponding to objections, if any, are a must. The result can be a lively and real discussion, which will facilitate sales.Often also, the question arises as to who is the real decision maker at the table. It seems only natural to be concerned about this, for they are small in number. Moreover, today’s companies have a substantial turn-over, people change job functions, someone unknown today could be making decisions tomorrow etc. The solution here is very simple: Every-one attending should be treated equally. In so doing, one also keeps an eye on the future, for all those “well-treated” people will remember it if one day they have the power to decide.

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Meetings ? Doing More with Less !According to the « American Express Meetings & Events 2015 Global Meetings Forecast », the European meetings

market will have to concentrate on a simple slogan: « doing more with less ».

Moreover, budgets have already been trimmed accordingly. Projections for meeting activities reflect the poor eco-

nomic situation of every country in 2014.

Content rather than packaging

The talk is of stagnation or a small European de-crease, which is an improvement compared to the decline of 2014. Generally speaking, the number of those attending meetings is likely to decrease in 2015. A large percentage of European meet-ings (87.4 %) will take place in cities, with the south of Europe becoming more attractive in view of the lower prices charged there. The ten most popular cities for meetings are, in descending order, London, Paris, Barcelona, Am-sterdam, Berlin, Nice, Brussels, Rome, Frankfurt and Munich. In any event, destinations are gen-erally preferred that are less distant than in the past and there is a greater focus on content rather than packaging. In Belgium and especially in the Netherlands, a 1.4% increase in investment and a 4.7 % growth in the number of events are expect-ed. However, like almost everywhere in Europe, the number of attendees will decline by 2.4 %.

Technology in the place of honor

For meetings lasting longer than a day, the

« all-in-one » solution is very popular among the organiz-ers, who see it as offering numerous advantages, in-cluding, among others, the proximity of the conference rooms to the attendees’ ac-commodation. With regard to the choice of hotels, the « one star lower » trend is continuing: there is a move from 5-star to 4-star estab-lishments. Technology is playing an increasingly important role in meetings in Europe. The sector is experimenting with a wide range of new re-sources. Planners are of-fering attendees connection facilities, in particular to so-cial media and via smart-phones and tablets. We are seeing the birth of « apps » specially designed for meetings. However, virtual meetings are by no means regarded as an adequate substitute for real meetings. They are simply another way of getting together. Even so, interest in « mixed meetings », combining real attendees and vir-tual retransmission, is increasing, given that

this is a procedure that enables an event’s impact to be markedly enhanced. The tech-nology here is all the more important as it is possible today to involve distant participants (reactions, questions/answers) and even to display their images on large screens in order to « bring them to life » before the physical audience.

Far-reaching changes in the conference world In the conference world as well, the times are changing. Witness the « Office Prague Convention » that

was recently held in the DesignHotel in Prague and that attracted more than 110 conference professionals.

Matthias Schultze, managing di-rector of the « German Of-fice Convention », presented a

(« meetings and conferences ») study that defines some megatrends.

The focus is on content and quality

The most important of these trends cor-responds to technological advances, which are viewed as the key factor in the development of conference tourism and in event planning. « New forms of in-formation and of knowledge transfer will

strongly influence all the phases of event planning ». Increasingly, virtual elements will play a role in events and the number of virtual events will continue to grow. The aging of the population and the growth in the number of active women will significantly change the behavior of conference attendees. Specifically in the medical domain we can expect meetings to become short-er in view of major changes in the way pharmaceutical companies can sponsor scientific and educational events for doc-

tors, according to Jakub Dvoracek, CEO of the Association of Innovative Pharmaceutical Indus-tries (AIPI). At the same time, « recreational » or « incentive » activities are being discontinued in order to achieve size-able savings. And then the destination itself no longer plays a significant role. Today the focus is on the quality of the content and on the importance of the event for achieving

the goals pursued.

No false shortcut

The business world is confronted mutatis mutandis with the same situation as re-gards its own conferences and seminars. But no false shortcut: this does not mean a wholesale move to virtual conferencing and the death of the event. What is happening is more subtle. Con-ferences and seminars attended by par-ticipants in person must include aspects where actual presence is an « indisputable bonus ». In this regard, networking plays a promi-nent role, just like the choice of discussion topics and the choice of speakers. Networking enables the information col-lected to be refined, relativized and inte-grated in every-day preoccupations, as one can interact with colleagues and ex-change views this way. Now and then a problem that has arisen is automatically settled by simply discussing it with a peer who has encountered the same situation and resolved it. In any case, today an important conference must be presented as a « hybrid event », retransmitted via the Internet and allowing distant viewers to join in the discussion.

Matthias Schultze

9

Planners and participants - fighting the same battle, but distinctions must be made! The use of technology in conferences and meetings is experiencing large growth. American Express « Meetings

& Events » has conducted a study entitled « Great Expectations » that has revealed user expectations and how

they are seen by organizers.

Technology is changing the landscape of the conference industry and impro-ving the return on investment from

conferences. The study sought to identify the similarities and differences between the expectations of users and those of organi-zers in three important areas: virtual and hy-brid conferences, social media, and apps for events.

Increasing involvement

Issa Jouaneh, Managing Director of American Express Meetings & Events, says: « Over the past ten years, smart-phones and wireless connections have revolutionized the conference and event experiences for both planners and par-ticipants by enabling participation at any

time and from any location via virtual technologies and the integration of apps in conference programs ». « These tech-nologies offer great potential for increas-ing the involvement of participants and receiving their feed-back ».

Nothing can replace real conferences

« Our research has revealed that there can be a difference in expectations be-tween the technologies that planners be-lieve should be integrated in a confer-ence and what participants expect. In contrast, both groups believe that, even if the technology is the best available, noth-ing can replace real meetings ». « Apps » are considered to be essential

for planning. They are also very popu-lar during the event, as they enable in-formation to be disseminated to the par-ticipants in real time. These latter also

make frequent use of them to program meetings between themselves and with exhibitors.

Social media in question

Where differences are expressed, they concern the role of social media. Plan-ners regard them as more important than participants believe them to be. For ex-ample, only 39% of participants attach importance to comments made about a conference while 50% of planners view them as important. Competitions and so-cial media games are not greatly appreci-ated by both groups. As for virtual conferences….. Both groups attach a great deal of importance

to them, but they share the belief that nothing can replace authentic participa-tion, as it offers more opportunities for social interaction.

Working to improve the virtual experience

In this virtual domain, both groups con-sider that further work is needed to im-prove the overall experience, as partici-pation seems difficult to them when they are present only virtually at a conference. For example, 68% of planners believe that participants can be distracted too easily when they are present virtually. But one should not throw the baby out with the bath water: participants ex-pressed the wish to take part more fre-quently in conferences: 63% of them stated that they would take part in further conferences and events if the virtual op-tion were available. But planners do not seem to be aware of the existence of this wish (48% suppose that if the option existed, there would not be a higher level of participation).

Issa Jouaneh

10

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Really attractive hotel facilities in Madrid!Do you want to hold a conference or cocktail, take a business trip to Madrid, or quite simply go on a personal

getaway to Spain? If so, the NH Eurobuilding hotel really is the best bet, given the many facilities that it offers!

It is found at the heart of Madrid’s financial district, near the Paseo de la Castellana, one of the city’s main arteries.

The stars of technology in designated rooms...

Easy to access from the airport, the hotel is near many restaurants and shops.It has 33 function rooms available for congresses and meetings. These rooms are spread over two floor, they are all equipped with the most ad-vanced audiovisual equipment, and are capable of accommodating up to 1,000 people. This is particularly interesting for a company or association, which, through it, finds an “all in one” solution!The hotel has a team that is specially trained in audiovisual matters, capable of providing all the desired equipment and necessary technical assistance, both before and during the event. Note that the hotel provides tele-pres-

ence, which gives the impression that remote speakers are actually in front of you – indeed, as if they were phys-ically present. High quality video-con-ferences are standard (including 3D holographic tele-presence) and the establishment uses Skype for Busi-ness (formerly Lync). In the lobby we also find a large LED screen of 300 sqm, which offers “spatial sound”.

...and those in the room and on the plate!

In terms of accommodation, you can also opt for connecting rooms. The “execu-tive” floor is found at the very top and pro-vides exclusive services (VIP breakfast, mini-bar fridges). There are no less than 15 floors and 412 bedrooms that offer stunning views of the city. Bedrooms are spacious and modern, and have wooden floors.Free Wi-Fi internet access is available in all rooms with two speeds: free Wi-Fi and broadband Wi-Fi. A LAN connec-tion is also available, and a charger for smartphones and tablets is also provid-

ed, which avoids the tedious search for free plugs.Everything can be made to measure for conferences and meetings, depending on company requirements, with the hotel offering a wide range of tailored menus. You’re also guaranteed real-ly good food! This is particu-larly so because the hotel is home to the only restau-rant in Madrid that has three stars in the Michelin guide. Here again it’s the content (although that of the plate this time) that counts!Finally, the hotel is also fo-cused on health and well-be-ing. It offers a spa (heated swimming pool, cold wa-ter swimming pool, sauna, beauty care) and a fitness centre that has state-of-the-art machines, a room for pri-vate classes and coaching, along with a solarium and outdoor activities.

NH-Hotel EurobuildingE-mail: el.deandres@nh-hotels.com

Website: www.nh-hotels.com

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Meeting, conference, corporate event or congress? How can you make them a success? These events require a precise definition of their objectives and communication needs.

Everything flows from the answer you will give to the basic question: « why do I have to hold an event? ».

Being able to overturn habits

If you are unable to determine the reasons for organizing the operation, you may as well for-get the idea, as this is the most crucial success factor. Budgets are becoming tighter and the require-

ments are clearly laid out. The fiestas and bling-bling are over. The event must have a meaning, regardless of the budget allocated to it. An ad-ditional reason to give the matter some thought before acting! In any case, you should never organize an event on the pretext that you have always done

it! You must be able to overturn habits and in addition it is preferable to hold fewer events……while at the same time making them better! However, you don’t always need to resort to spectacular things – but you must be able to adapt the resources to the goals you want to achieve. Of course, one doesn’t present a low-cost brand in a palace. It’s a simple matter of logical thinking.

There are no small events!

In reality, a good event can be a local event, with funding provided under a smaller budget, but which requires a much more precisely defined target. One does not hold a good event by resorting to mass market methods! And, once again, when you know what you want to communicate, you potentially have the keys to success! Depending on the case, your company’s internal specialist department, the event manager of the hotel you choose, or your event

management agency will be properly briefed and will therefore function with full knowledge of your needs! For, quite clearly, it is preferable to rely on specialist personnel for the organiza-tion of such an event, which is strongly adverse to improvisation. These professionals will also allow your event to become a playful moment,

even if the goals aimed at seem to be dull at first glance. And rest assured – there are no small or large events. It’s just a matter of always be-ing creative, thinking outside the box and being innovative.

The Unusual Appeals, but Keeps its Head Cool!There is nothing like investing in the unusual to appeal to people’s emotions! But be careful, for abuse

is always lurking just around the corner; and if you exaggerate, the message will take second place.

Original locations for hosting se-minars and other events are popular. The unusual brings

together and unites crew members, who spontaneously stand together to tackle it – and go the extra mile.

Breaking the Routine

There is no comparison: On the one hand a « regular » meeting between four walls at the company’s well-known premises and another one in… an atypical, outright non-standard place. Which do you think will stick in people’s minds?« Demand for original locations has increased from 30 to 80% in recent years », says Axel Freymond, director of Gold for Events.There are several reasons for this. The first one is that businesses try to hold « fewer but better » meetings. One has to break the routine, have a change of scenery, escape the every-day, to achieve a « positive break ». Companies resorting to this emerge with a young image in tune with the times.In reality, a truly original location is nothing else than a place that is not

designed to be an event location.

Evoking the Unusual without Big Budgets

There is still a paradox in the form of con-straints: One has to escape the ordinary, while, at the same time, avoiding sumptu-ous locations in the light of the economic crisis and morality. However, it all comes down to valuing the employees. It is a shift all right, but one without the show aspects.The location should carry not only the event, but also the message – it has to be a coherent whole.A truly atypical seminar carries within it-self the seeds of a lasting memory in the minds of the participants. They will more easily remember the brand, the message, the product, even the speeches given. As already mentioned, it is not about in-vesting in the unusual at any cost; you need to be sensible… from a financial viewpoint! Luckily, evoking the unusual does not necessarily go in hand with big budgets. Finally, one has to make sure that the event does not eclipse the message. In other words, one should not create such a « wow » effect that it overshadows everything else due to the glare effect.

Axel Freymond

Icehotel

Icehotel

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A Love Story that Needs Customisation!Business gifts and companies – it’s a true love story!

And one that has lasted for over 50 years! That is, it has gone through all the stages: from passion to lukewarmness,

only to rise from the ashes and brighten up our days even more.

Customisation and Quality

However, it is important to be creative: Finding the perfect business gift is no easy task! First, it has to last. Second, it has to stand out in the world of gadgets that are fun for only a few min-utes. Also, it has to remain a « useful object »… In fact, one might even argue that there is no such thing as a business gift anymore; that business gifts have become objects of com-munication, so much so that they symbolise the brand that offers them. It is about nothing less than communication in itself and convey-ing one’s values. In other words: customisation and quality. Gosh, the equation is hard to solve in these times of crisis. Also remember this rule of thumb: The more useful the gift is, the more likely it is that people will keep it.Compromising on quality is not an option. Thus, we are light years away from the pens and pins of bygone days!

The most suitable, not necessarily the most expensive!

But high-tech is not outdone and is an ex-

cellent investment. Of course, USB memo-ry sticks are all the rage and the phenome-non is still growing. Typically, USB memory sticks come in any desired shape (ranging from a bottle to a truck or a key ring); their capacity increases every year, and one can print a publicity logo on them. Their use will be measured against their capacity: a 2 GB USB memory stick will not be appreciated as much as a 16 GB flash drive. Of course, accessories for smartphones and tablets are greatly valued. It is essential that they be customised. Offering Galaxy shell cases to an iPhone owner, for example, is not an option. Extra batteries (emergency power banks) are an interesting niche as smartphone batteries discharge more quickly as people use smartphones more intensely (and the number of situations in which they are used increases). Also worth mentioning are solar chargers, which are off to a great start.Obviously, headsets, speakers and amplifi-ers are popular too. That’s because they can be used with a smartphone. They make for the perfect music extension. In the end, the most appreciated publicity ob-ject will be the one that is most suitable, and not necessarily the one that is most expen-sive. Here too, the trick is to define the target group, or, more specifically, target groups. Customisation will guarantee success.

Now it’s possibleto see videos immediately on the links belowSee below effective video presentations an how can they help your business. With these nice videos you will homely convinced that the product,the solution, the fair, the application or service will be able to help you as well.

1. Take your own laptop into the meeting room and immediately to connect to a professional audio-visual systemfrom Ashton Bentley Room Systemhttp://www.youtube.com/watch?v=pUsikMXqch0

2. Top 7 mistakes with Digital Signagefrom Visixhttp://www.youtube.com/embed/5sYUYos9nBI

3. 8 Content ideas for Digital Signagefrom Visixhttp://www.youtube.com/embed/5mKnxVX2_Lk

4. Registration for ISE 2015 is now officially open!Don’t delay, register today and join us in Amsterdamhttps://www.youtube.com/watch?v=uGtsR0qITa4

These videos are also available on our website: www.cbsmedia.biz

Next videos will be available in our coming issue February March 2015

A classy gift? Aim for the item that is used the most!

Smartphones are the communication item that is used the most and many covers are available for them. But, of course, smartphone covers are not all the same! Here they are handcrafted genuine leather co-vers that also provide protection against electroma-gnetic waves (94.8% reduction!). These beautiful protective items, available in seven co-

lors, make a choice gift that will be appreciated by your deserving managers and your important customers. These OndeSafe covers are available for iPhones 4, 5 and 5C (soon 6) as well as Galaxy S4 and S5 cell phones. They can be personalized by printing your corporate logo on them.

Onde SafeE-mail: jp.callonnec@orange.frWebsite: www.ondesafe.com

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Re-imagine your market, re-invest your businessAt Integrated Systems Europe

(10-12 February 2015)

As in the past eight years, ISE 2015 will be held at the Superb Amsterdam RAI, occupying every hall of this world-leading meeting and convention ve-

nue.The show will attract professionals from every link in the systems integration value-chain, including manufactur-ers, distributors, dealers, contractors and consultants. ISE also draws ever-growing numbers of END CUS-TOMERS, from fields as diverse as education, sports, corporate market, hospitality and live events.In its 11th year, ISE 2014 saw a record breaking 952 ex-hibitors and 51.003 attendees pass through the doors of Amsterdam RAI, stated ISE Managing Director Mike Blackman at the press event on Monday 1 December 2014. This further cements ISE position as the world’s fastet-growing and best-attended show in the profession-al AV and electronic systems space, setting the bench-mark for other AV industry tradeshows.

ISE 2015 will again occupy all 12 halls of the Amsterdam RAI and is set to attract 1000 exhibitors and more than 50.000 attendees from 140 countries.Maintaining its reputation for connecting new technolo-gies, companies andend-user industries, ISE will continue to present an excit-ing show floor featuring over 1000 product launches as well as a packed programme full of education and events.At ISE 2015 a wide range of events will be taking place before and during the show. Pre-show on the 9 February visitors can attend the third annual SmartBuilding Conference, which will explore the continued evolution of smart building technology in the commercial and residential sectors.On the same day the keynote address will be present-ed by renowned futurist Lars Thomsen. Thomsen spe-cializes in advising business strategically on anticipated 10 years shifts in society and markets. The keynote will explore:520 Weeks into the Future: Trends and Tipping points in the Electronic Systems Industry. He will cover areas such

as Artificial Intelligence and Robotics 2.0 alsongside ex-pected shifts in media, marketing and consumer expecta-tions. (Future Matters is a leading research and analysis consultancy that has advised 40% of the German stock exchange in their strategic planning). Following on from the success of the introduction of the ISE Theatres in 2014, they will return in 2015 with the ad-dition of the ISE Unified Communications Theatre. This will be located in Hall 9 and will stage case-study pres-entations by manufacturers, product distributors, sys-tems integrators and end user customers.

The collaborative tool par excellence! Videoconferencing in the business world is a collaborative work tool that fewer and fewer companies

can do without.

We are at the stage of true demo-cratization. Having become more accessible, videoconferencing is

spreading quickly across the businesses world.

Metcalfe’s law

The fact is that we have passed from an elit-ist and costly situation, which required spe-cial rooms and equipment, to proliferation on office computers, notebooks, tables and even smartphones. The videoconferencing landscape is therefore currently broaden-

ing and covers the various communication needs of companies. Suites of special meeting rooms containing sophisticated equipment are reserved for ex-ecutive boards, these rooms sometimes be-ing equipped for telepresence (the top end of videoconferencing, which creates the im-pression that remote speakers are actually in front of you). Portable desktops and comput-ers are used to communicate with custom-ers and suppliers and to work collaboratively, and staff on the road happily use their porta-ble devices, mostly consisting of tablets and smartphones. Thus, videoconferencing is

being given a push from behind by the number of its users, which is still grow-ing markedly: « the greater the number of users of a system, the more it is profit-able and useful for businesses » (Met-calfe’s law).

« Transparent use » at last!

Of course, a high-speed connection

to the Internet (or the company’s intranet, but generally this offers sufficient speed) is required. Today, this has been achieved, as connection speeds have increased and, thanks to software advancements, the min-imum speed needed to supply a videocon-ference with HD quality images has fallen from several Mb/s to only 512 kbps in a few years. It is only for participants on the road that problems relating to connection costs and data transfer speeds can arise. To promote the successful use of videocon-ferencing, its use must also be « dead sim-ple » or, more precisely, « as easy as making a telephone call ». By and large, this is now the case – the high technological complexity of the early days has been eliminated, with use finally becoming « transparent ». Lastly, we should remember that videocon-ferencing is only a tool and that it will never replace real « face-to-face » contact, which engages the whole person both mentally and physically. As the saying goes, « the most beautiful girl in the world is only able to give what she’s got »! Videoconferencing very closely « replicates » the universe of meet-ings. It offers times savings and cuts travel costs, disregards time zone differences and enables quicker decision-making and……that’s already quite a lot!

Mike Blackman

Lars Thomson

Vidyo

15

Videoconferencing on mobile devices The business world has embraced mobility and the devices that go with it: notebooks, smartphones and tablets

are among the communication tools that are indispensable today.

In view of this fact, it’s not surprising that there is a growing demand with regard to the use of videoconferencing on these new

devices.

You need…….speedy data transfers…..

Making videoconferencing mobile…..is it real-ly possible? One must be careful not to in-dulge in triumphalism – technical rules remain valid and must be respected. For example, it should be pointed out that vid-

eo will be possible, with a resolution of 360p, provided that the user benefits from a data rate of at least 640 kb/s. In plain English? Simply put, you will only be able to access the video streams via a Wi-Fi network or a 4G

system. If your connection is less rapid, the video resolu-tion will be lower, and this is particularly the case with 3G networks. Since videoconferencing is a big eater of bandwidth, the data plans usually available to users must also be included. Generally, these provide 2 GB per month (sometimes less). Beyond this limit, the oper-ator’s taximeter ticks away. One more reason to fall back, as far as possible, on Wi-Fi networks.

…. and you have to choose your application well!

Moreover, although numerous mobile appli-cations can be found that provide good vid-eoconferencing experiences, they only sel-dom provide assurance with regard to making transmitted data secure. This side of things needs to be taken into account without suc-cumbing to paranoia. In any case, one will need to exercise care in choosing among these applications. It will be a question of maintaining control and opting

for flexibility. For example, functions that al-low control by moderators (the ability to cut off participants, for example), full-screen viewing (important for mobile devices) and the ability to scroll through the thumbnails of participants are very useful. A good piece of advice, too, is to turn towards mobile videoconferencing solutions that sup-port ALL mobile platforms, even if your com-pany uses only one type of peripheral device. Your customers and business partners may, in fact, very well possess other communica-tion tools!

Vidyo

Vidyo

Virtual meetings…..à la carte!The choices are endless! The offers available are targeted at large companies as well as small ones and

videoconferencing’s younger cousin, web conferencing, is further popularizing these solutions that

enable people to come together in virtual meetings.

Videoconferencing has become a way of ge-nerating productivity and basically contri-butes to the well-being of all those who

practice it. Let’s not forget that « a happy em-ployee is one who performs well »!

Two worlds

Travel with the associated time losses, fatigue and jet lag, as well as travel and accommodation ex-penses, is to be reserved for important and excep-tional events where there is a need to be physically present. These events have their raison d’être and will continue to be necessary. Virtual meetings, for their part, also allow mostly remote teams and ex-perts to contribute their expertise, facilitating the taking of decisions, but this is done on a more sol-id basis while being more rapid. The icing on the cake is that this technology is « green », that is, it respects the planet and drastically reduces carbon footprints and all the transport-related pollution. Previously reserved for top-tier companies due to its high cost, videoconferencing is now available in a variety of cheaper solutions and has gained a strong foothold in the SME sector. Traditional videoconferencing requires both dedicated equip-ment and a dedicated room. Screens, camer-as, and sound system – these are all high-per-formance and expensive at the same time. The

amount of this investment can curb the desires of not a few companies. By contrast, web conferencing only requires an In-ternet connection and a browser. It represents a fast-growing market segment.

Content and form

According to a survey conducted by Redshift Re-search, corporate executives are increasingly us-ing videoconferencing for training, recruitment and the remote management of resources. Large companies make joint use of traditional videoconferencing and web conferencing, depend-ing on the needs of the moment. Face-to-face meetings between executive officers of a multina-tional company with a global presence will require dedicated rooms and real high fidelity both in the production of images and the reproduction (and recording) of sound: here one can transition to the world of telepresence video conferencing (an upscale version of the technology), which adds to communication the impression that the remote participants are

actually present in the room, up to the point where one may even wish to shake hands with them! On the other hand, a virtual day-to-day business or technical meeting will be most effectively conduct-ed as a web conference, the emphasis here be-ing on the content of the communication and less on the form it takes. The field staff, the employ-ees with their desktops, and the sales force on the road are all potential users, especially as mo-bile devices, tablets and smartphones – to an ever greater degree! - are being added to the equip-ment used!

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The hybrid technique strongly increases the impact of an eventIf you want a congress, assembly or conference to have a greater impact, you should certainly consider

creating a hybrid event.

It is a well-established technique that, amazingly, is still under-used, considering the benefits it yields.

No cannibalization

Hybrid meetings? But, in the end, it’s very easy to understand: these are real events with real participants, but they are also trans-mitted over the Internet. This allows remote persons to connect with one another, from whatever part of the world in which they live, and to participate in the event. This remote audience is composed of individuals who are unable to travel and attend the event in person, for various reasons ranging from a lack of free time to budgetary constraints. A hybrid meeting offers a host of advantag-es. Firstly, overall participation will be great-er, since it will be boosted by the remote par-ticipants. One should therefore not regard webcasting as a risk of « cannibalization » of the real event since the additional partic-ipation will be attributable to those persons who, IN ANY CASE, would not have been able to attend the event. As the event’s im-pact will be amplified by the part played by these virtual spectators, the messages is-sued will necessarily have more impact. Sometimes, a high-level speaker or a prom-inent opinion leader who has expressed in-

terest is unable to attend for scheduling reasons or due to various constraints. The virtual event enables them to join in the dis-cussion and contribute their expertise. This is an important bonus for, without this tech-nique, their « presence » would not be pos-sible.

Interactions more than welcome

We are touching here on another key aspect of the hybrid event. Remote participants can, in effect, be given the opportunity to in-tervene at key moments in order to give their opinions and ask their questions. Technol-ogy makes this possible: groups of remote persons can, in effect, gather in dedicated rooms (like those in hotels – in any part of the world – specially equipped with the suit-able technology) and appear on the screens of the plenary meeting when this is desired. They themselves will be able to view the event on the screens of the room in the ho-tel. This capability could even be extended to isolated persons sitting in front of their computers, but as yet technical constraints do not allow this type of situation to be mas-tered perfectly. Somewhat paradoxically, organizing a hy-brid event…also makes remote participants want to be present in person the next time!

Participating in the event as spectators, ob-serving the networking and the advantages of being physically present, they can see that nothing can compete with face-to-face meetings. Lastly, whenever a hybrid event is held, one should, of course, take care to record it. This enables it to be disseminated on request. This guarantees preservation over the long term, for even the persons physically pres-ent may wish, once the event is over, to see part or all of it again. And then, this makes it accessible to an even wider audience, com-posed of persons who have not participated in the event either physically or virtually but who nevertheless would like to view it at a later time.

Lync is dead. Long live Skype for Business! Microsoft recently carried out a « reorganization » that should provide clarification: the well-known Skype software,

which provides VoIP services for consumers, which are claimed to have more than 300 million users, will soon

be available in a professional version that will replace Microsoft Lync, which is highly prized by businesses.

In effect, Lync will become « Skype for Busi-ness » and will be integrated directly into Of-fice 365 (online version). The aim is to make

Lync simpler and more familiar to users by buil-ding on Skype’s success.

Unification and improvements

From Office 365 onwards, Microsoft will take care of the updates. With this new release, Mi-crosoft will have the opportunity to redesign the Lync interface so that it more closely resembles that of Skype. Moreover, it should be noted that Skype already offers a professional version. The new situation will enable personal and pro-fessional communications to be unified within the same account. Skype for Business adopts an interface very similar to that of Skype, with better support of touch screens. Of course, all the Lync functionalities will be available, sup-plemented by new functions. Skype for Business will enable the user to con-nect to his Skype contact list and make calls and send messages to these contacts. Video and audio calls for low bandwidth connections (codec H.264) will also be supported. Lync 2013 users will not be abandoned. Micro-soft says they will be able to migrate with ease

to Skype for Business without having to change their hardware.

Top-level reliability and performance

« We’re adopting the well-known Skype icons for calling, adding a video and ending a call. We’ve added the Skype call monitor, which keeps an active call visible in a small window even when the user shifts his focus to another application. We’re very proud of the way Skype

for Business takes advantage of the strengths of both Skype and Lync. Skype for Business maintains and improves all the Lync capabil-ities, including content sharing and telepho-ny. For example, transferring a call now only takes a single click instead of three », Gurdeep Pall, Corporate Vice President of Skype, points out. And he concludes: « And because com-munications are vital, this release sets a very high standard in terms of reliability and perfor-mance ».

Streamdis

17

Two major generators of the information flood! We are living in a world of information consumption. But this consumption takes place on and with different

devices in the course of the same day.

Smartphones, tablets, laptops and desktops are in daily use and generate a never-ending flood of in-formation. But they are not the only generators of

information: there are also digital signs (“digital signage”) and interactive kiosks.

Overcoming the absence of interaction with personnel

The demand for digital signage solutions and interactive kiosks has increased exponentially over the years. The addition of these “digital layers” to the customer experi-ence has largely contributed to increasing consumer in-volvement and therefore to a growth in sales. But after all this is only normal: these new modes of com-munication (digital signage and touch screens) provide consumers with a substitute for the presence of an expert who provides them with support. They manage to over-come the absence of interaction with personnel. Let’s not forget that personnel are in fact a significant cost factor and therefore cannot be multiplied at will! Nevertheless, one has to decide, at some moment or oth-er, between the proposed solutions: what type of digital technology is one going to use?

Choosing the option

Let’s examine the two major solutions. Digital signage allows you to upload all kinds of communication content, whatever its form: video, photos, text, sound, and to pres-ent it on a screen (which can be small, large or giant).

Depending on the software program used, you are able to remotely control the dissemination schedule, just as you are able to edit and upload the desired content in real time via the Internet. Digital signage is the perfect solution for places where consumers are seated or standing for a certain length of time. Some good examples? The subway, the train, the airport. The major advantage of digital signs is that they only need to be placed, adjusted and then…..main-tenance can be forgotten (apart from the need to update

their content, of course). The touch screen kiosk is basically different, as it offers interaction and therefore engages the consumer (which is every communicator’s dream). But otherwise it offers the same thing. A kiosk acts like a conversation: it only of-fers the information desired by the customer. Monitoring (recorded) of the paths travelled by a large number of per-sons then enables identification of the content that is most used. The only handicap compared to digital signage: the program design must be created and studied in depth.

Banking Devices

Shopping for Professional Facilitators and SpeakersTo liven up a conference, a seminar, or to increase their appeal, companies (and authorities, as well as associations, of

course) often enlist the services of a professional speaker, or a renowned specialist.

The role of those personalities is to reinforce the communication campaign. The range of perso-

nalities to choose from in this booming market is steadily increasing.

A Pool of People and Pros

Because one of two things is true: Ei-ther the company chooses a facilitator with a versatile and neutral profile, or it will opt for someone who is an ex-pert on a specific topic and has some notoriety.Obviously, the pool of the former is pri-marily made up of people and profes-sionals with a radio or TV background. They will act as conductors, as « bind-ers » between the various compo-nents of the presentation. Also, to en-sure that they get the job done, it is important to involve them well ahead of the event so they master all the as-pects. They are present to make sure the message is conveyed effectively – they are mediators.Experts or speakers, for their part, will give a real speech, deliver a message that supports the company or com-pletes its communication. They add

value and often their services also al-low for messages to be delivered that might be perceived as too delicate if sent out by the ‘official club’ – people « hear » better when the words come

from the mouth of an outsider, that’s just the way it is.

The Rule of the « Three Is » Should Prevail!

But how to choose well? Trends tied to current events are already pop-ular. One way is to invite Miche-lin-starred chefs (who are popular today) to talk about notions of excel-lence, team management, creativity and innovation. Another is to talk about the econo-my, with the aim of stepping back, getting a positive perspective, and brushing off the scenarios to escape the economic crisis.A safe bet in spite of fashion trends will always be inviting athletes or adventurers. These personalities set the bar for optimism, combat-iveness, performance, pushing oneself to the limits and team spir-it. Their values will appeal to every-one.When choosing, one is inclined to hesitate between the « notoriety » and « qualifications » of the speak-er. In reality, it is not a genuine prob-

lem, for what matters most is to get the person who will meet the expec-tations of the company and of the target group.As a guide, let’s also talk about the « Rule of the Three Is »: the speak-er should be Interesting, Intelligent and Independent, the latter being a prerequisite for the address to be credible. A word to the wise…

The London Speaker BureauE-mail: oliver@londonspeakerbureau.com

Website: www.londonspeakerbureau.frTom Avery - As one of only 41

people in history to have reached both the North and South Poles on foot and a veteran of over a dozen mountain and polar expeditions.

The London Speaker BureauE-mail: oliver@londonspeakerbureau.com

Website: www.londonspeakerbureau.frPenny Mallory - one of the most successful women Rally Drivers

and is the first woman in the world to compete in a World Rally Car

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Secure data? Why not the « cloud »? For many years information technology has been part of the life of companies and SMEs.

In reality, almost all work is performed in front of a computer, tablet, or notebook screen.

The external hard drive

Large corporations follow backup strategies that are often sophisticat-ed, secured and automated. The following remarks do not concern them (or only marginally) but are ad-dressed instead to SMEs that do not have these resources at their dis-posal. When, for whatever reason, data is very important, it must be backed up with the ut-most care. An SME deprived of its comput-er data overnight could go bankrupt, consider-ing that almost all data is stored on the infor-mation tool. It is often thought that making reliable backups requires the use of external hard drives. That is absolutely cor-rect and this way the hard drive of the com-puter can also be cleared of data, so that space can be freed up by removing work al-

ready completed, for example. Taking it one step further, a backup of the backup drive must also be made, as the latter will give up the ghost at one time or another. But, even so, one is not immune to potential problems. Imagine a burglary (IT equipment is highly prized and often the first item to be targeted), a fire or some other natural disas-ter…..

Delocalization

Consideration should there-fore be given to delocalizing the data carriers as well. In the past, one even went so far as to place hard drives in bank safety deposit boxes. The solution was imperfect, for if a misfortune occurred only the data recorded at the moment of the deposit was recovered and therefore all subsequent data was lost.

With the advent of high-speed Internet connections, an inter-esting alternative became avail-able: storage in the « cloud »,

that is, on external servers specially de-signed for this pur-pose. This is the case for Dropbox, which is the best known solu-tion, but it is also true for Google Drive, OneDrive, HubiC, Blackblaze and

ZipCloud, for example. The majority of the of-fers are American, and this is only nor-mal: in the States, the « cloud » is not some-thing for tomorrow – it works per-fectly today. It should be not-ed that these servers offer

a sometimes large amount (variable, between four and 30 GB) of storage space free of charge and that this is sufficient in some cases. Beyond the set limit, a fee is charged. Rates

vary consider-ably. To get an idea, let’s take, for example, an ordinary portable hard drive that provides around 1TB of storage. Storing 1TB on Google Drive costs 9.99 dollars a month, and stor-ing 10TB (ten times as much, and therefore the equivalent of ten hard drives) on HubiC costs 10 euros a month. You are strong-

ly advised to analyze the offers de-pending on your specific needs.

The very first time

But what about the « confidentiali-ty of data »? First of all, it should be borne in mind that the data that is important to us and with which we work is seldom sensitive or strategic. Secondly, one must make the right decision, which consists

in placing only non-sensitive information in the cloud. Furthermore, it should be noted that these servers encrypt the data very se-curely, which, in theory, guarantees that « pri-vacy » is protected. Finally, in the event that your IT equipment is stolen (we discussed this above), these « sensitive data » issues would arise in any case.

Making backups of data (carried out intelli-gently) in the cloud therefore seems to make sense, except for the fact that Internet con-nections are markedly slower than trans-

fers to a hard drive. Transfer to the cloud will take a lot of time initially – often around two weeks for 1TB if an ADSL+ connection

is used. Fortunately, it is performed « in the background » and you can contin-ue to use the com-puter without it be-ing slowed down. On later occasions, only new files and modified files will be transferred, which means that less time will be needed.

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The advantages of digital signageDigital signage is a tool for disseminating information that is more economical than leaflets and printed posters.

It is also more environmentally friendly.

It can inform, greet, entertain and sell at the same time. Your communications are more relevant and immediate.

Money saving

With just a few clicks of the mouse you can up-date the notice disseminated at different loca-tions. Digital signage enables you to update your information to accord more closely with reality, and you can do this whenever you like, several times a day or week. It even enables you to dis-seminate Twitter feeds!By contrast, in the printing world every new mes-

sage comes with new costs! Fur-thermore, with every new commu-nication a production line is set in motion, with its (long) waiting pe-riod extending from the design phase to printing and shipment. With digital signage, all it takes is a simple layout model and standard software (like Microsoft Publisher) to create content for the screens. However, one can always resort to agencies or design specialists. In both cases there is less work to be done than in the printing world,

which means a re-duction in costs.

Information designed for specific locations

Of course, one can always con-sider that a printed product, once it is available, consumes no elec-tricity, unlike the monitors required for the operation of digital signage. But two things have to be borne in mind: on the one hand, print-ed products are not lasting and must be updated regularly (which

is a costly operation) and, on the other hand, screens have a service life of up to ten years and today many models carry the Energy Star label. Ultimately, the digital signage solution turns out to be more environmentally friendly and less ex-pensive when we make this sort of calculation. For companies, the use of digital signage also means the ability to keep abreast of work-related developments and various company events as closely as possible. Information can also be per-sonalized depending on the location of the mon-itors: the reception area, the cafeteria, and the corridors will disseminate information specially designed for them.

The reasons for wanting to communicate via a large screenNumerous companies rely on digital signage to achieve a competitive advantage.

There are in fact many reasons for using digital signage. Here are a few of them…

Impressive!

No time gap between the idea and its dis-semination in digital form. The production times known in the printing world and the

associated costs are eliminated. In addition, the content of the message can be updated on an ongoing basis and within a particular-ly short period of time. Digital signage is a medium that is really impressive. It attracts attention and there-fore customers and visitors. Added to this, if promotions and information are mixed and displayed, people will pay greater attention to the messages transmitted.

It is possible to use digital signage to gen-erate revenue from advertising, in particu-lar in large shopping malls. At the point of sale, digital signs promote the involvement of consumers. In a con-gress center, they can be used as a service for visitors or as an advertising medium for partners.

You have everything under control!

Digital signs can also be used as tools for interacting with the cus-tomer, supported by applications that make them, when everyone is busy, excellent “sales personnel” or “customer service or visitor service representatives”. The information disseminated can depend on the moment of the day and the day of the week – you are the sole master and you have everything under your control. Digital screens are mood-changers and cre-ate a much livelier atmosphere. They trans-form the spaces in which they are located,

making them attractive and prompting cus-tomers to visit them regularly. As the messages are communicated via a large screen to both your customers and your employees, this approach lends a helping hand to your marketing team. Lastly, digital signage uses all resources available, which means you can display whatever you like. All-news television, pho-tos, commercials and pictures – the list is endless. And everything can appear simul-taneously on the same screen!

Berlin Marriott Hotel

Berlin Marriott Hotel

Messukeskus Helsinki, Expo and Convention CentreE-mail: susanne.massingberd-roinila@messukeskus.com

Website: www.messukeskus.comMessukeskus Helsinki, Expo and Convention CentreE-mail: susanne.massingberd-roinila@messukeskus.com

Website: www.messukeskus.com

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