Solution Based on Windows
Mobile® Helps Film Exhibitors Stay Organized and Responsive
At the annual American Film Market (AFM),
buyers from more than 70 countries attend nearly a thousand
screenings. Exhibitors need to follow up on opportunities as
quickly as possible, so AFM organizers needed a way to
report who attends the numerous screenings. Working with
Microsoft® Gold Certified Partner 2B Solutions, AFM now has
a fully functional mobile attendance tracking solution based
on Windows Mobile® that allows AFM staff members to
scan attendee badges and capture attendance data. As a
result, exhibitors can respond faster to interested
distributors.
The American Film Market (AFM) is the largest film
industry event in North America. In just eight days, more
than $800 million in deals are sealed. Presented by the
Independent Film & Television Alliance (IFTA), AFM connects
film producers with distributors from around the world. AFM
participants may view more than 900 screenings of
approximately 500 films, 31 new films every two hours, the
majority of which are world or U.S. premieres.
In order to negotiate rights, film sellers and
distributors need immediate access to information about the
buyers who attend their screenings. Speed is essential,
according to Andrea Keldsen, Manager, AFM Operations &
Exhibitor Services. “Our show creates an auction
environment,” she explains. “The sooner sellers have the
information, the sooner they can act on it.” AFM organizers
must capture detailed attendance information for each
of the screenings and make it available to sellers as
quickly as possible.
Previously, exhibitors used such ad hoc methods as
collecting business cards at the entrance to gain
information about the distributors’ representatives who
attended their screenings. Such processes were prone to loss
and difficult for exhibitors to organize and use.
“We didn’t have a way of telling our exhibitors who was
coming to their screenings,” Keldsen explains, “not without
disrupting the smooth flow of buyers in and out of
screenings. We wanted to capture detailed information about
the attendees while not slowing them down. We also needed to
be able to provide this information to our exhibitors within
hours.”
 |
AFM Exceeds Customer Expectations with Incrementally
Improved Mobile Services
In 2005, aware that its exhibitors needed to know who was
in their screenings within minutes, AFM decided to pursue a
mobile attendance tracking solution to provide the highest
level of service. At first, AFM tried to address the
challenges internally. “We started with simple Microsoft®
Excel spreadsheets to track participants,” Keldsen explains.
Soon, though, AFM engaged 2B Solutions, a Microsoft Gold
Certified Partner, to provide a fully functional mobile
attendance tracking solution. “When we decided to move into
electronic tracking, 2B Solutions was one of only a few
companies that could provide us with the service and
flexibility we needed,” Keldsen says.
Working with 2B, AFM implemented 2B-Events, a mobile
application based on Windows Mobile, that allows AFM staff
to scan bar-coded attendee badges and capture attendance
data using scanners powered by Windows Mobile. Mobile
devices rented from Cellhire enable information transfer
from the mobile scanners to a Web service over the T-Mobile
cellular network, which provides up-to-date attendance
reporting to exhibitors via the Web within minutes after
each screening. In addition, AFM’s Web site added a Web
service to accept data transferred from the mobile devices,
which host and display data via a password protected Web
portal.
Incremental Improvements Keep Mobile Solution on
the Leading Edge
Beginning in 2005, the 2B-Events mobile application has
been used for every AFM and every time it is used, 2B and
AFM work together closely to continue improving the system.
The initial deployment stages included a business process
analysis, application development, solution testing, vendor
relations and go-live preparation. During the business
process analysis, developers at 2B determined what
information needed to be imported into 2B-Events, including
attendee ID and screening data, such as name, date, time,
and location. Because logistical information about the
screenings changes throughout the day, the screening data
needs to be updated multiple times daily.
An in-depth analysis of AFM’s back-end exhibitor and
attendee databases was performed as well, and after a
complete analysis was performed, the application development
began. 2B-Events was developed using Microsoft® Visual
Studio® 2005, which is supported by 2.5 million developers
worldwide with Windows Mobile software tools. Development
also included Microsoft® SQL Server Mobile Edition and the
.NET Compact Framework, which helped to simplify deployment.
Because 2B-Events was designed for Windows Mobile®, it has
the tools and functionality that allow for integration of
SQL Server Mobile Edition with other Microsoft® SQL Servers
and Web services. This integration was key to the project’s
success, because the data captured on the handheld is
practically useless unless integrated with AFM’s back-end
exhibitor and attendee databases.
The initial hardware consisted of approximately 35 mobile
devices with Socket scanners used to scan attendee badges.
Mobile devices transfer the data to a Web server using the
T-Mobile cell network. The data was then matched to the
back-end data using Web services developed by 2B. The result
was an almost instantaneous list of the people who attended
each screening. Initial solution testing was used to analyze
overall performance and functionality, assess the mobile
application scanner’s ability to read barcodes created by
AFM’s attendee database, and verify data transfer. Prior to
shipping the initial 30+ devices for AFM 2005, 2B pre-loaded
them with 2B-Events and changed settings that would make
using the device easier (removed non-used icons, set the
scan button, created a backup, etc.). The developers also
provided an easy-to-use interface, so minimal time was
needed to train the users.
Lessons Learned Lead to Improved Mobile
Attendance Tracking
The goal for the 2005 show, to have a way to capture who
viewed specific films, was accomplished. However, one
problem from 2005 was the result of trying to use a Socket
SD Imager scanner in poorly lit theaters. The scanner was
not suitable for the dark environment and caused frustration
to both badge scanning staff and attendees. Another weakness
was the time needed for film exhibitors to receive
attendance reports. Each night, AFM staff brought all the
devices to onsite 2B staff members, who physically cradled
each device to a laptop and transferred the data to a local
database. Then, 2B ran software to match the data captured
on the mobile devices to two separate databases for
reporting. Reports were then generated using Crystal Reports
and emailed the following day in PDF format to a single
representative for each film. There was no centralized way
for the film exhibitors to view and share the report. If
producers had any issues accessing email, 2B had to manually
print and hand deliver the report.
The team significantly enhanced the solution for
2006 with three major areas of improvement: barcode
scanners, data transfer, and reporting. The Socket SD Imager
scanner was replaced with the Socket CF laser scanner, which
2B found was able to scan a barcode in a closet with no
lights or windows. 2B also eliminated the need to manually
dock and transfer data from each device: data is now
transferred directly to a secure Web server using the
T-Mobile cell network.
Minor, incremental changes have continued each year. During
the 2008 event, AFM began supplementing the older HP/Socket
devices (running Windows Mobile 2003) with the Opticon H16,
which has a built-in scanner. Today, exhibitors can view an
online attendance report displayed via a secure Web server,
including information about how long attendees expect to be
in town following the screening, which helps exhibitors to
prioritize follow up. Using the online reports, exhibitors
with multiple screenings can also determine attendance
trends, which helps with planning future events. For the
2009 event and future AFMs, the developers plan to continue
to upgrade the solution to take advantage of devices running
more recent versions of Windows Mobile.
 |
Prior to implementing 2B-Events we manually counted heads and tracked attendance on pieces of paper. When we decided to move into electronic tracking, 2B Solutions was one of only a few companies that could provide us with the service and flexibility we needed. |
 |
|
Andrea Keldsen
Manager, AFM Operations & Exhibitor Services
Independent Film & Television Alliance |
|
|
Speed, Ease of Use, Low Level of Intrusiveness Drive Partner
Choice
“We chose 2B Solutions and their proposed solution
because of speed, ease of use, ease of implementation, level
of intrusiveness for the attendee, cost, amount of
information captured, and the amount of staff time expended
for the final result," AFM Operations Manager Copil Yanez
explains. “We were able to work with one vendor during AFM
on programming, data management, equipment testing, form
generation, staff training, et cetera, and they worked with
the required vendors to test and deliver the solution.”
“Our first year we were cautious about what we could
provide to our attendees,” Keldsen notes. “However, working
with 2B we were able to upgrade the service a lot quicker
than we had originally thought. 2B sends one team member to
be with us onsite for the duration of the show to provide
immediate technical support. They’ve observed our habits and
procedures and suggested ways to streamline our processes.
Many of the suggestions were implemented immediately, and
the more difficult ones were incorporated into the
program the following year. We are very pleased with the
product and service that has been provided over these three
years and are glad to have 2B Solutions as part of our
team.”
Mobile Solution Differentiates AFM by Helping
Exhibitors Respond to Opportunities Faster
The 2B-Events application allows AFM exhibitors to easily
stay on top of opportunities. The improved information
access means exhibitors can respond faster to buyers because
they have access to complete attendee information via a
single data repository. “Producers can look at the list of
people who attended their screenings and follow up
immediately afterward,” says Keldsen. Because exhibitors can
access information about attendees online, the mobile
solution has also reduced some operating costs related to
printing paper reports, and it has freed exhibitors from the
need to collect and organize business cards.
2B-Events also makes it easy for the event organizers to
keep attendee tracking details in synch with a screening
schedule that is constantly in flux. “We have 31 films
screening every two hours from 9 a.m. to 7 p.m. Many times,
a film may be cancelled or changed. Our first year, when
changes were made, the devices had to be updated manually,
but now when a change is made on our schedule, it
automatically gets updated on the handheld without that
handheld needing to be reprogrammed.
The solution’s ease of use also carries distinct
advantages. “Part of the service I like from 2B Solutions is
they not only provide the equipment and the software, but
the service,” says Keldsen. “They actually have someone who
comes out and does the training for us. We employ seasonal
staff and maybe a quarter return each year. Those who come
back a whole year later pick it up very quickly. Also, we’re
comfortable with the solution because it’s not
overwhelming.”
More than just a solution, AFM has forged a successful
working relationship with 2B that continues to pay off.
“We’ve been privileged to work with Barkley, Jeff, and
George,” adds Keldsen. “Each one has spent a full show with
us, and all three went above and beyond expectations. They
are part of our team during our event.”
For more information about products and services
available from 2B Solutions, call
866-408-9991
or visit the Web site at: www.2bsolutions.net
|
|
|
