Northstar

40 JAN-FEB 2018 meetings & conventions • mcmag-asia.com FEATURE | TECHNOLOGY accounts and event instances within a single app (we'll call this the "Universal App" model). In effect, Apple has just killed the White Label Event App. So what does this mean for the industry? Here is my take after years of reflection and taking a clear-eyed look at the limitations of the White Label Event App model: The death of the White Label Event App is a much-needed change that only Apple could force, and one that will benefit event attendees, event owners, and the best event technology vendors. What We Know Here is what we know based on several conversations with a worldwide developer relations leader from Apple (note: This reflects our best effort to accurately relay information from our conversations with Apple, but should not be taken as an official Apple statement.): Apple is requiring event app vendors to move to a Universal App model, in which all accounts and events would exist within a single, vendor-branded, container app. Apple's App Store guideline changes are being pushed from the highest levels of Apple. This change will impact many verticals and industries in which white label vendors have emerged, not just conference apps. This will be a controlled and gradual migration with no hard end date for existing apps. Apple will work with vendors on a timeline to transition to the new model. Apple has no plans to remove existing event apps from the store. But there will be a date that Apple blocks updates to existing apps, as well as blocks new, White Label Event Apps. Apple plans to enforce these changes universally. There will no longer be a way to distribute White Label Event apps via the iTunes store. And here's what will not change: The White Label Event App model will still be allowed for internal, enterprise distribution use cases. Deeply branded experiences will still be possible starting at the sign up / login screen. It's only the app icon and app name that will not be brandable. Fully custom apps with unique source code will still be permitted. If you have a White Label Event App in the App Store already, it will likely be able to live on indefinitely (but without the ability to update to future versions beyond a date TBD). The End of the Beginning I am convinced that the move towards a Universal App is the most exciting development for event tech since the iPhone itself. The move to a Universal App model will enable powerful functionality that simply wasn't possible in a siloed White Label App Model: functionality that has to do with persistent networks and messaging, deep customisation and personalisation options, and improved security and authentication. Again, Slack or Gmail are the perfect models for what is possible here: deeply customised and secure experiences within a single container app. At DoubleDutch, we've been preparing for this moment for a while now. Stay tuned for exciting product announcements in the near future. And before we mourn the loss of custom app icons, remember this; modern marketing has never been about customising an app icon or app name. It's about delivering mass personalisation by listening to behavioral signals and responding appropriately. In the world of events, we call this Live Engagement Marketing, and the principles of LEM will only be strengthened by the higher adoption and longer engagement of a Universal App world. If I still haven't convinced you, consider this: There is no longer an option to use a White Label, custom- branded event app, at least not through Apple. Will events go back to paper? Commission a custom and expensive app for every event? Perhaps in some cases. But the Universal App will be the path for most modern event owners and designers that deliver event programmes at scale. It will be up to vendors like DoubleDutch to enable deeply branded experiences beyond the app icon, and to deliver the transformational features and functionality enabled by Universal Event Apps. For event tech watchers, consumers, and vendors, this is certainly an important moment. It's the end of the beginning. Apple has effectively killed the White Label Event App, and frankly, good riddance. The live event ecosystem should thank them for it. Better days lie ahead for attendees, event owners, and event tech vendors as the industry moves to a more elegant, modern, and scalable model. "The death of the White Label Event App is a much-needed change that only Apple could force..." — LAWRENCE COBURN, CEO, DOUBLEDUTCH LAWRENCE COBURN IS CEO OF DOUBLEDUTCH, A PROVIDER OF LIVE ENGAGEMENT MARKETING SOLUTIONS THAT DRIVE ATTENDEE INTERACTION AT CONFERENCES, TRADE SHOWS, AND CONVENTIONS. THIS ARTICLE WAS ADAPTED FROM A POST THAT ORIGINALLY APPEARED ON COBURN'S LINKEDIN PAGE.

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