Signature January/February 2015 - 24

BY 2018, JUST TWO YEARS AWAY...
There will be

5 billion
mobile users globally.

52%

of mobile traffic will come from
Wi-Fi connections.

There will be 7.6 billion people
in the world, and

10.2
billion

mobile connections, or 1.4 mobile
connections per person.

95%

of mobile connections will come
from smart devices.

69%

of the world's mobile traffic
will be video.
Source: Cisco's VNI Global Mobile
Data Forecast

24

JANUARY/FEBRUARY 16

signature

huge conference with sessions spread out
far apart," she says. "It would be great to
equip everyone's badge with a sensor, so
we could know when a room has reached
capacity and automatically send that notification to the attendee's smartphone or
Apple watch and help divert their path to
another session.
"We could also gauge how popular
a session is based on how many people
come, or how well it's going based on
how many people stay or leave the room,"
she continues. "And if people did leave
the room, you could send them content
about what sessions are near them and
directions to that room."
Jonas likes thinking about the future
opportunities for associations and their
content with the Internet of Things.
"Association publishing teams should
try to figure out real examples of how it
might work," she says. "It doesn't help to
say to the board: 'We have to get ready
for this.' Your board needs you to show
them how it would work with one or
two small, clear examples to help put it
in perspective. They need to understand
how providing the content need in the
moment requires a different mindset
and workflow."
The level of responsiveness that
will arrive with the Internet of Things
should prompt associations to be more
fluid with their editorial calendar, too.
"This increased connectivity and data

on what the member wants and needs
will enable us to have a more flexible
content calendar based on what's happening. It will be harder to frontload
things, but we can do it by integrating
different systems."
For example, Jonas says associations
could offer members a single sign-on
through Facebook so they can jump from
app to app. "It means we can't put as much
content behind the member wall," she
admits, "but maybe the key is to do less
and do it better."
In fact, Jonas thinks that lowering the
volume of content would be a good strategic move for associations. "If your board
is interested in hearing about the Internet
of Things - but you're too belabored
in the day-to-day work of getting out
your journal - you'll never have time
to explore the idea and move it forward,"
she says. "Association publishers do way
too many things. Fifty percent of what
we do should stop."
For that reason, she thinks some association publishers are afraid to bring up the
topic of the Internet of Things - even
if they know they should. "Your executive director might say, 'OK, well, you let
me know what you want to do,' and then
every time you run into him in the hall, he's
like, 'So did you figure out that Internet of
Things?' You know your association needs
to be doing something to prepare, but who's
got the time with all we're already doing?" 



Table of Contents for the Digital Edition of Signature January/February 2015

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