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Maximising the Event Experience with Interpretation Technologies

Maximising the Event Experience with Interpretation Technologies

With globalisation comes greater demand for interpretation services

Our world has become infinitely smaller over recent decades – thanks to the advent of new and advanced communication technologies – the Internet being a big one. It’s become the norm for people across various countries, cultures and languages to carry out business together, an approach that no doubt applies to the brand experience category.

As we become more and more globalised, the need for interpretation technologies has become increasingly important, as more and more, we want to be able to speak with one another swiftly, and without language barriers.

It’s on the agenda for many event professionals, and at Microsoft’s recent Future Decoded event I attended at ExCeL London; it became apparent that it’s a focus for brands like Microsoft, too. Translation technology was widely discussed at the conference, including demonstrations on how translation devices are now so sophisticated that they can translate languages as people speak with one another in real time.

This all got me thinking about how both simultaneous and consecutive interpretation services can benefit the world of live events.

Bringing a New Meaning to Event Registration

The use of this kind of tech can mean less confusion at the all-important registration stage, as it can make life much easier for delegates to converse with event staff and vice versa. We all know that if an individual has a negative experience during the registration stage it could set them up for a less than favourable experience for the remainder of the day. Interpretative technologies can help set attendees up for a great day ahead, as they receive all of the information they need from the get go, therefore maximising their time at the event.

Greater Opportunities for Insight Sharing

As events become more interactive, things like panels and Q&A sessions are becoming the norm. In the past language barriers may have meant people with great insights were unable to sit on a panel because they didn’t speak the local language, or things may have got lost in translation. With the help of interpretation technologies, attendees can convey their message much more effectively. The same goes for breakaways and roundtables where open discussion is encouraged. People no longer need to worry about their accent or inability to speak the local language – they can share their own insights and hear the insights of others much more confidently and effectively.

Benefits for Global Brands

Global brands that host the one event for their employees throughout the world will be confident in knowing that they will be able to network and engage in more meaningful conversations. These events will prove more beneficial for employees in that they’ll be able to get to know their international colleagues better, which can boost overall productivity.

We all know that technology is an important addition to any event – it can be used to create a seamless journey for attendees and enhance the overall experience through developments like virtual reality and robotics. Interpretation technologies are unique in that they facilitate a new kind of interaction among attendees, allowing for greater networking opportunities and more successful business meetings, which can lead to enhanced ROI for brands.   

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Dan Hall

Business Development Director