Mobile Event Apps Need the Right Backend Infrastructure to Be Effective
Digital technology offers enterprise marketers more tools than ever to identify, reach and influence targeted audiences: social media, mobile apps, location-based services, online ads, content publishing platforms, multichannel customer support and more. But these tools are only as good as the backend infrastructure on which they run.
Mobile event apps, in particular, are powerful marketing tools that allow enterprises to engage both current and potential customers digitally while building a brand. Event apps can facilitate registrations, capture attendee data, tie into other promotions, communicate schedule changes and offer opportunities for real-time feedback — greatly improving the event experience for attendees and providing valuable information to marketers.
A backend infrastructure should provide the reliability and flexibility required of event apps — which need to be easily accessible and able to handle surges in traffic — while remaining secure. It’s effectively a platform for mobile event apps to function well for end users while extracting exponentially greater marketing value from enterprise events through data capture and analysis, lead generation, community and brand building and higher sponsor satisfaction.
Real-Time Speed and Scalability
To support mobile event apps, an enterprise’s backend infrastructure must first and foremost have the capacity to scale in order to meet spikes in demand — whether that demand for services comes from a couple hundred tech conference attendees simultaneously downloading a keynote presentation, or tens of thousands of Olympic Games attendees searching for a local restaurant.
Because legacy infrastructures typically lack the ability to scale services on demand, Developer.com suggests many enterprises are turning to the cloud, especially as their businesses increasingly rely on mobile technology. Not only do cloud-based deployments deliver mobile services faster than legacy infrastructures — which often struggle to integrate newer mobile and collaboration services that require real-time access — but their use of object storage can enhance data capacity for the terabytes of information generated by enterprise marketing efforts.
Further, if mobile event apps don’t work on multiple devices and mobile operating systems, they’re doomed. Enterprise IT needs to ensure backend services can be accessed from whichever mobile devices and platforms are being used. An experienced managed mobility services provider can help enterprises formulate strategies to fully integrate and optimize mobile apps and related platforms to embrace this flexibility.
Lastly, for large enterprises that build their own event apps, the cloud provides a platform for collaborative development, testing and deployment.
Security Is the Backbone of Backend Infrastructure
Whether an event app is developed internally or comes from a third party, they need to remain secure as they collect and transmit data between backend services and user devices (many of which are poorly protected). Security for an event app should include:
- Strict policies regarding access to customer data stored by the enterprise.
- Separate storage for data generated by the event app.
- Authentication for app users trying to access backend services.
- Endpoint encryption.
- Secure wireless protocols.
Not properly securing data accessed through the event app could expose the personal and financial information of existing enterprise customers, users of the event app or both, resulting in potential financial costs and brand damage.
Mobile event apps can help transform an enterprise’s marketing initiatives. But to get the most out of these apps, enterprises need a flexible and scalable, yet secure, IT infrastructure.