Events are rapidly adopting location-based marketing as a natural strategy to organizers who already have an app. With location-based services, event organizers can avoid queues, long wait times, printed papers and lack of information to attendees in order to improve their experience at events. It has proven to be an effective tool because it is personalized, it reaches the audience timely, and it is very targeted. Mobile location-based marketing has the ability to not only improve the overall visitor experience but also provide ways of increasing the revenue for both the organizers and the exhibitors at the events.
Fira Barcelona and GSMA have been using indoor and outdoor location technologies at Mobile World Congress for the past few years and the 2017 event in Barcelona was no exception. Powered by MOCA, Pole Star and MapsPeople, visitors and exhibitors benefited from context-aware communications, a dynamic wayfinding solution, indoor location-based services, and recommendation system based on machine learning.