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Exhibition World | Feature29The first thing is that Fish has no ambition to be aregistration company or manage the entrances of shows(probably very sensible - it's hard work). Also, it hasapproached venues directly to install the infrastructurefor its systems without publicly talking to the peoplewhose feet are on the ground managing the entrances.So it looks like we are having the Fish system in ourindustry. It has venues all excited and at least onemajor organiser has agreed to use it across the boardon its events. That still doesn't answer the question: "Buthow will it work with what we have already?"Talking to the directors of a number of registrationcompanies, the general view is that while they love newideas, they are worried about the impact on a range ofareas, not least of which is their revenue.It's not a very well hidden secret that registration doesn'tmake any of its money from the organisers. The lion's shareis from badge scanners and services to the exhibitors.Often, this charge subsidises an organiser's costs.With a Fish system, registration companies lose thisrevenue stream, potentially increasing cost to anorganiser and meaning that registration companies areeffectively doing the same job for far less money.Secondly, it adds an extra 'layer' to a visitor attending- not only do they need to have their printed badge, butthey need to collect an RFID enabled badge holder thatmatches their record. While this is a quick operation, itwill mean an increase in staffing costs at shows andgenerating artificial queues in entrances wherepreviously there was entirely 'self help' or 'fast track'access to the event.Next, it means that data entry at the entrance of a showneeds to be live on the internet, fully networked andpossibly not allowing 'short form' data entry. This increasesstaff and equipment as well as infrastructure costs.Lastly, there are the tags/badge holders themselves.These are expensive items and the entire financial modelhinges on getting them all back - with the best will in theworld, there will be a quantity that disappear completely.The model also needs a high percentage of exhibitors totake the service up - or for an organiser to include it aspart of its stand costs. Potentially, this increases the costper stand across the board and can make that organisermore expensive than competing shows.What are the benefits to the organiser? Hopefully, anew approach to data capture for the stand will injectsome life into the exhibitors. On trade events thatinclude data capture as part of the stand package, only60 per cent of exhibitors take the service up andresearch still indicates that the majority of those leadsare poorly followed up.'Hopefully, a new approach to datacapture for the stand will injectsome life into the exhibitors.'THE MAGAZINE FOR THE GLOBAL EXHIBITION COMMUNITY WWW.EXHIBITION-WORLD.NET| October 2010|