Dubai-based IIR Middle East, one of the region's leading exhibition, conference and training events organizers, has become the first exhibition company in the world to implement a revolutionary new mobile marketing technology - an interactive wearable computer, data capture and broadcast system, called 'Puntergatherer', developed in the UK using proprietary technology by Immediate Impact.

The first show to feature the new technology will be MECOM 2010 (May 17-19) in Abu Dhabi, followed by Hospital Build Middle East Exhibition & Congress 2010 (June 1-3) in Dubai, and Cityscape Jeddah 2010 (June 7-9).

The 'Puntergatherer' is a wearable interface that uses internet and narrow casting, and can be linked to a scanner to read business cards, or a printer to produce redeemable vouchers; it can even send an sms to a mobile phone number instantly with a specific offer, such as an e-voucher, or further information. The system comprises a cutting edge computer, inbuilt Bluecasting and SMS/MMS, WLAN, GPS, GSM, Internet web access in real time, its own server, video and broadcast media system, touch screen, Mini Bluetooth QWERTY keyboard, Gyro mouse ("wii" type controller) and optional EPOS (electronic point of sale).

'Puntergatherer' will enable exhibitors at IIR shows to generate additional visitor traffic to their stands and to promote their products, by delivering multimedia promotional/educational content whilst also capturing data and sending it anywhere in the world in real time. The system can also automatically scan and send evouchers via Bluetooth to incentivise delegates to visit an exhibition stand.

The trained wearer/operator engages specific individuals and groups (based on the exhibitor's target visitor profile) to deliver information and gather data through the user friendly interface. The impact is direct and immediate and works both ways - promoting services and disseminating information, capturing data, and it can even process credit card transactions.

Owen Mills, Marketing Director IIR Middle East, comments: "IIR is delighted to be the first exhibition company anywhere in the world to offer this unique technology to exhibitors at our shows. It underlines IIR's commitment to stay at the cutting edge of the industry and more importantly, it offers our exhibitors something new and which we believe will be highly effective in helping them promote their presence, products and services to visitors at IIR Middle East shows."

The 'Puntergatherer' system is based on proprietary technology developed by Liverpool (UK) based company Immediate Impact together with John Moores University in Liverpool, UK. The concept has already attracted the attention of major sports and cultural events organisers and venues in the UK, including the meeters/greeters for the 2012 Olympic Games in London.

Philip Barnett, Managing Director of Immediate Impact, adds: "The UAE is a very attractive market for us as it continues to evolve as a global centre for major sporting and cultural events, conferences and exhibitions. 'Puntergatherer' will help promote services and support visitor and guest relations, and effectively transcend any language and cultural barriers by delivering any form of multilingual and multimedia content, and a importantly, gather information and data from target groups. We welcome the opportunity to work with one of the region's leading exhibition organizers, IIR Middle East, which is adding a fresh and innovative approach to marketing for its exhibitors and visitors."