Fish Software and Ubisense deliver immersive experience solutions for the trade show and event space
Fish has been working with Ubisense to deliver numerous attendee tracking solutions for both private shows and US Army Recruiting events. According to Fish’s President, Michael Gilvar, this enhanced partnership will empower Fish to target larger events including business-to-business and consumer oriented venues. “Ubisense has the most flexible platform available which allows us to dynamically configure the behaviour of the tags to accommodate the variable needs of our clients” says Gilvar, adding that “this flexibility will allow us to support a wide range of events from small to mega-shows with 100,000 plus attendees”.
Jay Cadman, Vice President Sales for North America, is excited about the potential this partnership represents. “Matching the Ubisense advanced RTLS Technology with Fish’s experience in applying this technology to the event space will deliver new solutions that quantifiably change the way companies market and measure results at trade shows,” comments Mr. Cadman.
“The ability to fully understand what is happening in an event environment, including exact times of engagements between products and people, is very compelling” stated Cadman, adding that “Fish’s attendee-centric approach ensures that attendees receive equal benefits from wearing the tag and will help make their approach ubiquitous in the future”.
Fish and Ubisense have used the technology to deliver an “Immersive Media” application for the US Army’s “Virtual Army Experience” project. Inside a 150’ by 150’ inflatable dome people have a chance to play the most advanced real action war simulator ever created. The experience is designed to attract men and woman attending NASCAR, Air Shows and other venues so that the Army can deliver positive messages about choosing the Army as a career path and identify potential recruits. After attendees register for the experience, and answer a series of questions to share their goals and interest, they are assigned a Ubisense tag that tracks their exact location in three dimensional space. The Fish system is then able to both track attendees to infer interests based on where the attendees engage, and deliver relevant messages about the Army that align with their interests and goals. “This is one of the first examples of face-to-face marketing empowered by RFID to deliver targeted messages and refine consumer profiles based on tracking behaviour” says Gilvar. “This technology will change expectations in terms of what is possible both in terms of message and measurement.”
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Ubisense is the market leading vendor of precise RTLS (Real-time Location Systems) based on Ultra-Wideband (UWB) technology. The company delivers complete solutions based on a highly scalable and reliable real-time location platform that is being deployed in mission critical applications around the world. www.ubisense.net
Measurement Solutions that empower marketers and focus sales resources. Fish develops data capture, data management and attendee tracking solutions for private events, trade shows and event marketers. Their mission is to provide decision-makers with solutions that collect and deliver actionable data that increase return on marketing investments and target sales efforts to increase profit. Fish is located in Carrollton, TX
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