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Working the Room

Event-focused RFID technology helps NASSCOM, an Indian trade association, track and serve attendees at its annual international conference in Mumbai.
By John Edwards
Oct 26, 2009—Avinash Raghava, northern regional director for NASSCOM, India's business process outsourcing (BPO) trade association, had a problem with people. Specifically, Raghava needed a way to track, study and serve the needs of a diverse group of powerful and influential global business executives.

Every year, some 1,500 world business leaders converge on Mumbai, India, to attend NASSCOM's India Leadership Forum, a three-day event designed to showcase the financial and strategic benefits of using Indian service providers for business activities ranging from call-center staffing to software development. The forum also provides a stage for exchanging the latest BPO trends and strategies.

Event-focused RFID technology helps NASSCOM track and serve attendees at its annual international conference in Mumbai.

The businesses represented at the forum reflect a diverse array of interests: software products and services, software development, Internet and e-commerce development, engineering services, testing, animation and gaming.

Year after year, the manual tracking of hundreds of executives and managers, representing companies including Cisco Systems, Google, IBM and Microsoft, was becoming an increasingly complex and time-consuming job. As such, NASSCOM sought a way to simplify the process, as well as provide business insight to support its mission.

The company needed a way to track, study and serve the needs of a diverse group of powerful and influential global business executives.

"The vision of NASSCOM is to maintain India's leadership position in the global sourcing IT industry and to grow the market by enabling the industry to tap into emerging areas," Raghava says. "We're always looking at technologies that can help us to advance this mission."

Planning the System
Four years ago, when it first set out to create an event-tracking environment, NASSCOM knew it needed to develop a system that would help both itself and event participants, including company representatives, exhibitors and guest speakers. "The goal," Raghava says, "was how to use technology to really add value to the delegates, and also use the data to build business intelligence around that."
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