In a panel discussion, Bradshaw said: "It's four words: what do you want? As soon as you find that out that's where you have to focus your innovation.
"The solutions technology is offering are being worked into an events model that isn't working."
The panel also included Jez Paxman, creative strategy director at Live Union, Julius Solaris, author of EventManagerBlog.com, and William Thomson, event consultant at Gallus Events.
The panel discussed how new technology is affecting the events industry and were asked whether or not it was solving problems or creating new ones.
Thomson replied: "Our jobs as event planners are going to change in the next five years as clients expect us to run an event with all this new technology. We're never going to be specialists in everything.
Solaris added: "Event planners must ask how they communicate the real value of technology. How can that event app solve an existing problem?"
As the discussion came to a close, the panel agreed that as technology continues to advance, a new kind of event specialist could exist in the industry.
Earlier today, International Confex key note speaker, Kanya King MBE, told event professionals that "the events industry involves taking risks."
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