SOURCE: Certain Software

Certain Software

December 15, 2010 09:00 ET

Certain Software Reveals Top Predictions for 2011

SAN FRANCISCO, CA--(Marketwire - December 15, 2010) -  Certain Software

  • Company Identifies Key Trends that Will Reshape the Meeting and Events Management Industry in 2011 and Beyond
  • Smart Phones and Social Networks Provide Expanded Ways to Engage Attendees
  • Automation is Key for Compliance and Security

Certain Software, the leading provider of event management solutions for the global meetings and events industry, today announced its predictions for trends that will shape its market over the next year. Based on insights gleaned from customers and partners, Certain believes that 2011 will mark significant change for the global meetings and events industry, driven in part by the ongoing adoption of mobile, the increase in popularity of social networks and the pressure to make meetings and events more transparent, predictable and aligned to the business.

Certain's top predictions for 2011 include:

1. Mobile will transform the way events are organized and the attendee experience. Over the next year, more and more events will be organized and managed via handheld devices. With a wealth of new mobile applications catering to meeting planners and exhibitors available today, the use of web-connected devices will increasingly be leveraged for networking, lead exchange, electronic ticketing, audience surveys and more. At the same time, attendees will become accustomed to using their own devices to obtain a real-time view of what's going on at a particular event -- from program guides to keynote schedules to venue maps -- all from the convenience of their iPhone, iPad, BlackBerry, Android and other smart phones.

2. Predictability becomes a de facto standard for the events planning process. In 2011, technology that measures value for event stakeholders -- prior to the actual event taking place -- will become a staple in the event planners' IT artillery. The ability to pre-determine value allows companies to produce budget forecasts, calculate the outcome of event-related activities and, most importantly, refine and perfect the attendee experience. Organizations will leverage this knowledge to make better decisions about the event they are planning today, as well as those they are thinking of funding in the future. Any forward thinking organization that is planning an event in 2011 will require this level of predictability in order to remain competitive.

3. Social media will play an increasingly important role at industry events. As social networks such as Facebook, LinkedIn and Twitter become even more mainstream, organizations will strive to leverage their social media activities in a way that provides the greatest impact in changing industry events. From an event planner's perspective, social networks will become increasingly important vehicles for engaging attendees before, during and after a particular event. At the same time, attendees will be looking to these networks to participate in live discussions, review information about attending companies and get a feel for the show buzz.

4. Virtual Event Acceleration: A majority of organizations will have planned or attended an event with a virtual component. Over the past few years the industry has seen events evolve from face-to-face to virtual-only to a physical/virtual hybrid approach. As the economy recovers and physical events regain momentum in 2011, the industry will be only interested to attend an event's virtual edition versus attending a physical event. Forward thinking organizations will realize they must offer both, as the combined audience numbers can well-exceed those generated from a physical-only or virtual-only event. Physical and virtual hybridization ensures that for events where the broadest audience is a key performance indicator of the event success, organizations can capture audience members whom they otherwise would have missed.

5. SMM turns a corner. Strategic Meetings Management (SMM) helps corporations and other large organizations better manage meetings and events and demonstrate organizational value. Recent research by Aberdeen indicates that SMM has risen in prominence as a viable category of corporate spending, evolving into a critical and core component of the average enterprise's overall business success. In 2011, SMM as we know it will evolve to drive the overall business value of events and transition from a cost and spend focused approach to an overall Return On Investment approach. The quality of event execution and the ability to define and measure success for all stakeholders of the event ecosystem will become critical for successful SMM Programs.

6. Global events raise the stakes for compliance and security technology. Government agencies must manage planning and logistics for events attended by delegates from around the world. With ever changing security measures and compliance requirements, these agencies will demand a secure, automated way to manage logistics at large events. In 2011, more and more organizations will transition from manual to automated processes to reduce human error, save time and costs and comply with government standards, regulations and information security protocol.

"2011 will kick off a transformation for an industry that will change, morph and adapt to suit the needs of the market," said Peter Micciche, CEO of Certain Software. "Marketing executives and their planners will be rewarded for their ability to clearly demonstrate the cost, quality and measurable value of meetings and events to the business. We believe Certain can help organizations be leaders in driving meeting business value with meeting software innovations that are easy to adopt."

For information about Certain Software, please visit

About Certain Software, Inc.
Certain Software® is the leading provider of event management solutions for the global meetings and events industry. Certain's innovative solutions deliver streamlined processes, reduced expenses, greater return on investments, and improved overall value of meetings and events to meeting and event professionals. Certain's event management solutions support a full range of events -- from small meetings and educational sessions, to large conferences and world events. Headquartered in San Francisco, Certain has operations and sales offices in North America, Europe and the Pacific Rim. Please visit

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