Events News

Highlights from BE@Penang 2019


The team was present at the BE@Penang business events conference which took place on the 5th and 6th of December. It is Malaysia’s most prominent business events conference, and it was held at the Setia Spice Convention Centre in Penang, Malaysia.

This year’s theme was “BE of the Future Now” which urged industry players to get ready for the future. It is especially crucial in an industry where a bid for events happens years in advance. All the talks, panels and workshops were therefore structured around the theme of innovation and provided attendees with insights on how to prepare their business for the future. 

Our CEO and VP of Digital & Innovations at SACEOS, Veemal Gungadin, was part of a panel on the first day of the conference entitled  “Innovations in Business Events – What are the gaps that need to be filled for you to Grow Your Business, Diversify and Be a Front Runner”. The other panellists were Han Chiang, Meeting Designer at Orange Gibbon and Jason Teh, Managing Director at Pico. The panel was moderated by Mona Manap, Founder & CEO of Place Borneo.

Veemal Gungadin at BE@Penang


Veemal started off by showing how data could be put to good use during events. He explained that the bigger events are, the less personal they become. Yet, people go to these events to meet other people and make business connections. To remediate the situation, Veemal proposed to engineer serendipity by using data. By leveraging on the data that we collect, we can enable serendipitous encounters and shape personalised experiences. But Veemal highlighted the fact that digital data on its own is not enough and that it had to be combined with physical data on what people are actually doing during events. It’s only then that personalisation can happen at scale. 

Physical and Digital Data


The panel provided attendees with other wide-ranging insights. Some of the topics covered included the following:

  • The relevance of physical events in the digital age
  • Ways to appeal to the next generation of event attendees
  • New formats of events that create a more engaging experience
  • New trends such as silent events 

The team was also able to attend other sessions such as a workshop by PCMA and a panel on sustainability in business events. It was an opportunity to stay abreast of the latest trends in the industry. 


Final Note 

BE@Penang was a fantastic opportunity for the team to meet with other industry players and exchange ideas. The team also benefited from the quality of the sessions as the event. We particularly appreciated the conference’s effort to make attendees fully experience Penang and its culture. We’d like to congratulate the Penang Convention & Exhibition Bureau, My Meeting Partner by Anderes Fourdy and the Penang State Government for a successful event. We hope to be back for the next edition. is the leading event technology provider offering automated solutions for the MICE industry, Corporations, Government, and Education sectors. If you're up for event management automation, contact us and we'll amp up your event.

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