Live Communication on Demand

Live communication on demand - the event model of the future? Most of us already watch series and movies on demand from Netflix.

"on Demand" - These companies are already using it today

Some have even called a cab via Uber. The very brave have their refrigerator filled automatically on demand. But executing live communication on demand - are we really there yet? To understand what Netflix, Uber and WWM have in common, you first have to delve deeper into the concept of "on demand". Similar to Big Data and digital transformation, the term "on demand" is used inflationarily. A good introduction to the topic is provided by the definition found on Wikipedia.

"On-demand is a term suffix for services, goods, or the like, intended to indicate prompt fulfillment of requirements or demands." (Source: Wikipedia)

A recent study by WHU Koblenz has shown that the average planning lead time for live communication measures has been reduced from 30 days to less than 10 days. No surprise in an increasingly dynamic world, one might say, but are the processes in live communication already prepared for this. This is where the first commonality between WWM and Uber comes to light. The myWWM solution has parameterized all live communication processes and is thus able to check and execute orders electronically. This enables timely fulfillment of requirements.

"To deliver the planned service, they require full access to the necessary resources. They are therefore more powerful and more highly integrated under normal conditions than systems that do not immediately produce a comparable end product." (Source: Wikipedia)

The integration and, above all, parameterization of resources (furniture, exhibits, advertising materials, print products, transport routes, transport times, assembly teams) is the basic prerequisite for an on-demand requirement. Because only when the system is able to analyze all these resources and their interaction in real time is an on-demand requirement possible in the first place. This parameterization is the heart of an event resource management solution like myWWM and thus the necessary prerequisite for an on-demand solution.

"On-demand systems in production, for example in letterpress printing, mean that customers/buyers have controlled access to the production system (in this example, a corresponding letterpress printing system)." (Source: Wikipedia)

In the field of live communication, the response time for the production of trade show graphics or brochures is of high importance. In most cases, print data is only completed at short notice before the trade show or event due to product innovations, so a short production period is a necessary requirement. Digital processes in particular, such as web-to-print or print-on-demand, enable these requirements to be met quickly. However, the prerequisite here is again that these processes (production system) are seamlessly integrated into the overarching solution (event resource management). Only in this way can media discontinuities and multiple responsibilities be prevented and processes accelerated. Integration thus becomes an enabler for on-demand processes and business models.

"This is accompanied by a reduction in the inventory of the finished product, in the best case down to zero. This is particularly advantageous when a very large number of different products or product variants can be manufactured from a narrowly defined set of raw materials: There is no need to stock the different finished products or variants." (Source: Wikipedia)

In their pure form, on-demand systems assume that all services are on-demand. The consequence would be a possible inventory of 0. In this point, however, the integrated approach of an event resource management system differs from pure on-demand systems. Based on the integration of existing resources and on-demand resources, mixed forms result that offer higher cost efficiency than pure on-demand production. A simple example: Of course, you could rent furniture for live communication measures on-demand for every use. However, if one plans a higher number of measures with the same furniture on a fixed basis (e.g. >10 per year), then the rental costs (on-demand) would be significantly higher than the sum of the investment costs and warehousing costs. It is therefore necessary to use appropriate analysis tools to investigate these opposing effects and develop efficient mixed forms.

Live Communication on Demand - the Event Model of the Future?

Back to our initial question: Are on-demand solutions capable of meeting the requirements of modern event management?

I think so.

However, as with many models, new approaches should not be followed blindly, but rather the initial situation and requirements should be carefully examined and an efficient and effective solution implemented.

"Paying for my favorite movie, which I watch 10 times a year, on-demand each time is already more expensive after half a year than buying it once."

On-demand approaches in live communication are undoubtedly the way of the future. However, to ensure that it is the right and cost-efficient solution for your own company, you should first conduct a detailed analysis and integrate expert knowledge.

Dr. Christian Coppeneur-Gülz: After studying business administration in Vallendar, Rome and Los Angeles, Christian Coppeneur-Gülz earned his doctorate in business informatics and information management at the WHU (Wissenschaftliche Hochschule für Unternehmensführung). Today, Coppeneur-Gülz advises leading companies on the implementation of digital transformation strategies in the field of marketing and event management.