Since the emergence of Beacons technology, it has been widely discussed if it’s better than the pre-existent RFID technology. Discussions make comparisons between them and even suggest that it will override its predecessor. However, it isn’t a matter of being a substitute because it isn’t the upgraded technology of the other. They complement rather than conflict with each other. They have similarities and differences, but above all, one will be more useful than the other depending on what you are trying to achieve, the environment you are going to apply it in and your budget. Let’s first briefly clarify what are they:

RFID (Radio Frequency Identification) is a data collection technology that uses radio waves to track tags that are installed in objects and hold data that will be sent to the reader. In the case of mass gathering events, the tag is usually embedded into wristbands or cards and the ticketholder’s personal data can be electronically stored in it (Lee, Seo, Song and Gadh, 2010).

Beacons is a data collection technology that uses Bluetooth low energy signals to track devices like smartphones, tablets and computers that are in its vicinity and enable to send location-based messages. The mobile devices must have an appropriate app and have their Bluetooth turned on (Zaim and Bellafkih, 2016).

Both technologies collect data on people’s movement and thus they are very useful for festival and event organisers in terms of security and crowd management because they can track, control and contain crowds. This data also allows organisers to analyse collective behaviour by identifying the most visited stages/stands which helps to gain a better understanding of their audience’s favourite points and therefore, improve the design of the festival/event and the attendees’ experience in the future (Mowafi, Zmily, Abou-Tair and Abu-Saymeh, 2013; Frontoni, Mancini, Pierdicca, Sturari and Zingaretti, 2016). For event marketers, these technologies can be used for mobile marketing and social media marketing campaigns to make campaigns more personal and enhance the users’ experience (Oinonen, Jalkala and Salo, 2012; Grewal, Bart, Spann and Zubcsek, 2016). To see real examples of festivals and events using these technologies read this article.

Several studies reveal that smartphones are an essential part of life for users. They can enhance feelings of belonging and social connectedness and within an unknown environment like festivals and events, they can be more than essential because they can provide a socio-technical support very valuable for attendees (Kolsaker and Drakatos, 2009; Luxford and Dickinson, 2015). Considering that most attendees will be carrying a smartphone when attending an event and the ability of these devices to support location-based applications it seems smart the use of Beacons technology as a marketing tool. If you intend to drive sales, Beacons can send push-notifications to the attendees’ device with special offers to draw traffic to the bars and restaurants (Johnson, 2014). If you want to enhance your audience experience, you can also send messages about interesting things going on during the event or even last-minute changes in the schedule.

The down-side of Beacons is the necessity of a mobile device and although Beacons are energy-efficient still drain some of the battery’s device. In one day event is more likely that everyone will carry a device with full battery and there will be plugs to charge the battery if needed. In festivals that last more than one day attendees will encounter the difficulties of finding a charging station plus the cost of charging their devices. You may want to consider this when using Beacons at your festival. However, this doesn’t mean you shouldn’t use it. You always can place loads of free charging stations around the festival site, like EE and Glastonbury do (Glastonbury festival, 2016).

Considering also that mobiles can be lost, damaged or stolen, RFID wristbands are a very good option at mass-gathering events. They are safer and more comfortable to carry and they not only can collect data but can be used for many other things. Because they can read up to 1,000 tags per second at a 100% read rate in a setting in which multiple attendees are entering the venue at the same time, RFID is great to use as the event-ticket. Besides they reduce ticket fraud because the tags can’t be cloned (Intellitix, n.d). They can be used as cashless payments which reduce queues and increase revenue (O’Kane, 2016; Roberti, 2014). Their social media integration allows attendees to have interactive experiences such as checking-in portals to win prizes, photo booths connected with social media, posting updates on social media and so on. Check this video to see some examples and benefits of RFID wristbands at events.

Beacons can guide people to move in an indoor environment in a similar way GPS does outdoors, therefore they may be very useful to help event attendees to navigate inside large building and exhibit areas.

RFID readers are more expensive than Beacons and thus this is something you should bear in mind when considering using any of these technologies (Check this article to better understand the cost differences). However, the benefits that RFID can bring to your event may outweigh the cost to implement the technology, hence the choice must consider all the cons and pros of both technologies.

Take away points:

Drive sales and enhance attendees’ experience with beacons push-notifications

RFID wristbands are safer and more comfortable

Beacons rely on mobile devices

Beacons can guide people in indoor environments

Beacons is cheaper than RFID technology

RFID reduces waiting times and ticket fraud

RFID enhances attendees’ experience through interactive activities

References

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