Fish Software's Real Time Measurement System will use Radio Frequency Identification to measure the exact location of visitors at an event, to within an accuracy of 12 centimetres.
When it's up and running, the technology will allow exhibitors and organisers to deliver tailored messages to attendees, receive alerts when a target buyer enters a particular stand, and convert real-time data into sales.
"Maximising the commercial potential of every visitor has never been more important than it is in the current economic climate," said Kathryn James, managing director of The NEC. "The ultimate ambition therefore has to be the development of a holistic approach to event marketing strategies, ensuring that target visitors are aware of and motivated to come to events, primed and ready to purchase. Then, when they get to The NEC, Fish Software's technology will deliver a focused and interactive visitor experience for them that will support exhibitors in achieving their objectives."
Installation is expected to be completed by Summer 2010, with the first shows to benefit from the technology taking place in the autumn.
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