While the majority of event apps are built and published individually for an event, there is growing interest in solutions that are less disposable, and support the goals of organisations which aim to grow and continually engage their audiences. One such company, DataCenter Dynamics, is a truly global B2B information providing enhanced knowledge and networking opportunities to professionals that design, build and operate data centers. With many leading events around the world which follow similar themes, and a superb publishing business delivering great content to it's audience, creating new apps for each event would have been inefficient to build, and crucially, fragment their audience.

Having tried a GenieMobile event app at an autumn 2011 event DCD decided to transform the app into one that will deliver for 54 of their global events this year. Using our multi-event facility, the app provides attendees of specific events a fully functional event app, with everything they could expect in an app built only for that event, including distinct branding, and an appropriate selection of functions to suit- each event doesn't have to be the same. And the approach works on iPhone, Android, BlackBerry and the web app.

The benefits are substantial; there's the cost for one, in terms of the solution, the effort to configure each time, and the simplification of the marketing effort. And no more waiting for Apple approval- the new events are added directly to the app without any need to republish it. But best of all, the mobile audience grows with every event, keeping DCD connected with their customers wherever they are.

So well done to DataCenter Dynamics for taking this forward thinking approach. We are expecting to see a lot more interest particularly from associations and business media providers where a range of services delivered through the same channel matches better their business than building a new app each time.