Selecting Online Solutions

By E.J. Siwek

How do online registration services providers stack up? What questions should you ask when reviewing one of the many providers on the market today? Certainly, buying services from an Application Service Provider (ASP) is not as simple as buying traditional software. It is easy to be misguided.

I must admit that in my own review of several applications over the past few months -- even with advance knowledge of the provider -- systems have crashed, been unavailable, or simply do not perform as well as they should.

Despite the occasional problems, there are huge advantages in using online services. The following criteria are a partial list to help you sort through myriad details prior to moving toward an online solution.

1. Are there actual customers using the system? This may sound like dumb question; however, several companies are still in the early stages and have yet been through the cycle of managing a conference or meeting online. On the plus side, if you’re a risk taker, significant savings can be made if you sign on early. However, if you have little time and need a turnkey solution, you need to talk to real users with real conferences that fit the profile of your meeting type.

2. What type of fail-safe procedures and system redundancies are in place to ensure your site is available when you need it? The last thing you want is to have a system crash or not be available when you or your registrant needs to access it. How does the ASP test its own system from remote locations? In many cases, you will have the ASP actually host your site. If this is the case, your organization needs to know exactly how your ASP will cover this area.

3. Does the ASP have full-time developers and customer support available or do they sub-contract these services? Good developers and programmers are at a premium because of the rapid growth of technology. Due to the cost, several companies will farm out or sub-contract their development services to freelancers. (By the way, don’t be alarmed when you meet a developer who is barely out of high school … it’s the norm!) Just be certain someone on staff is well versed in our industry. Conference and event management is not a simple programming chore and requires a depth of knowledge of the meetings industry.

4. Is the ASP financially sound? Many companies have millions of dollars of available cash and many burn through this cash in months to support their operations. You need to determine what the ASP’s cash burn rate is and if they run short, how will you and your organization be protected? Our industry is in a state of transition when it comes to using technology. To succeed, a company needs both good products and a steady stream of buyers. While there are several early adopters of new technologies, many in the market have yet to move forward in making purchasing decisions.

5. How has the management team been built? Do they have industry experience and do they understand your unique needs? Many systems are great for running simple meetings, but many lack the sophisticated customization you need to transition to an online presence. An ASP is in the business of being both a technology provider as well as a provider of a high degree of customer service. They need experience in both areas. And what is the attrition rate of the senior management team? (Lately, the turnover at this level has been astounding.)

6. Can the ASP provide a customized and functional Web site quickly? While this is not necessarily a deal breaker, many of us are placed in situations where our own senior management needs to react to market conditions. This on-the-spot availability a nice feature to know. Many ASPs can get you up and running within a week. Obviously, this is highly dependent of what you need and how deeply you may need to integrate with existing legacy systems.

7. Does the ASP provide a secondary backup site to prevent data loss or service interruptions? If your site and data are being hosted off-site, this is vital to confirm. Equally important is to determine what their disaster recovery plan is and if it is maintained and tested. This is your data even though it may reside outside your organization’s walls. You need to ensure that adequate safeguards are in place to protect your information.

8. What does the industry have to say about the services provided by the ASP? Over the past 24 months, many companies have come and gone and many will continue to be born. However, enough time has elapsed so the results of early technology adopters are now available. First, speaking to a real user is the most valuable reference you can receive. Ask them about their conferences, number of people, and find out if their base of attendees is well-versed in the use of technology. What were their experiences with the ASP? Did they deliver what was promised and was the price point realistic?

9. What version have they released to the market? What are the plans for their next release and how do they determine the items to be addressed in that version? Is there an established user community you can interface with?

10. How is the package priced? Is there an annual license fee? What is the transaction charge and how is it calculated? Unfortunately, this can be as complicated as determining an interest rate on a credit card.

In all cases, you need to clarify the timeframe you have, the size and type of meetings you need to be processed, your budget, and any other specific needs. Doing your homework on the number of transactions that take place within your meeting’s cycle will help zero in on your costs for moving to an online solution. Many of us will be able to move quickly to online solutions, but we may also need to maintain a traditional model as well. Which brings us to another question: How do these two models interface between one another?

 E.J. Siwek is director of marketing of Excel Partnership, an international training organization, and president and founder of Flashpoint Technologies, LLC. Forward your questions about technology to him at techeditor@pcma.org.

CONVENE - April 2001 - Meeting Technology

©2001 Professional Convention Management Association