As a global provider of brand experiences that has been advancing in the event technology space, Freeman understands the industry-wide challenges of digital tool integration.

In an effort solve this often frustrating issue and create a more seamless experience for event organizers and attendees in the process, the company has introduced Fuzion by Freeman, an open product ecosystem designed to simplify integration by acting as a foundation between digital solutions, establishing a common language that allows multiple tools to talk to each other.

With Fuzion, event organizers will have the freedom to choose whichever best-in-class digital solutions match their unique needs and integrating them will become increasingly easier. Combining data from disparate sources will also allow organizers to have a more unified, meaningful view of their events and centralized analytics.

“Achieving true event technology integration that drives improved visibility and actionable insights is one of the biggest opportunities for our industry right now,” said Richard Maranville, executive vice president and chief digital officer of Freeman.

He continued, “We want to enable event organizers to use more and more technology without having to worry about how to make all the nuts and bolts work together…we don’t want them having to become experts in how APIs work between system A and system B – that’s not what they’re paid to do. Fuzion is a forward-thinking, transformational technology solution that enables our partners to focus on what they do best and prioritize their customers.”

Fuzion will benefit event marketers and show organizers by:

• Increasing attendee experience and satisfaction

• Providing flexibility and enabling event technology adoption

• Saving valuable time and resources

“Fuzion opens the doors for those looking for a solution that will save time, improve flexibility and drive better attendee experiences,” said Danielle Puceta, Freeman vice president of digital product and partnerships.

She added, “Freeman’s goal is to develop common standards and a cohesive partner network that solves integration challenges for all association and corporate customers.”

Until Fuzion is ready for prime time in the summer of 2018, the company is looking to engage industry partners and customers to help Fuzion move through its final development phase, which includes joining the Fuzion-certified partner network.

“We want to make event technology accessible to everyone and make it easier for companies to join the event technology space, because integration is a difficult task, especially for small start-ups,” Maranville said. “We don’t want them to spend all this time doing integration instead of working on their core product, which might be something really cool and game-changing, so we want to take away all that heavy lifting so we can increase the adoption of technology for everybody.

He continued, "We are going to be working with what people will view as ‘competitors’ to make this work, but if you think how Apple and Microsoft work together, how Sales Force and Oracle work together, and how Microsoft and Oracle work together – all these companies work together because it’s for the benefit of their customers. And that’s really who and what we’re focused on: giving customers a great experience and allowing them to use more technology.”

To learn more about Fuzion, go here. For event tech companies interested becoming a Fuzion-certified partner, submit inquiries through Freeman’s developer portal here.

Gain more perspective from Richard Maranville on why making digital products work together is necessary to push event technology here.

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