MICE Matters branches out into digital technology; other plans up its sleeves


Singapore-based MICE Matters has unveiled a new division, Virtual Edge @ MM, as the typically incentives-focused company shifts its focus and business model to ride through the pandemic.

The end-to-end digital platform is able to implement, manage, and operate customised tech solutions, from pre-event communication and preparations, to event-day logistics and management, rounding off with post-event services.

MICE Matters’ working digital studio dubbed The Upper Room

As such, MICE Matters has also set up a working digital studio within its Singapore office, and named it The Upper Room.

Its director, Melvyn Nonis, shared with TTGmice one of the main objectives of setting up Virtual Edge @ MM is so that the company can continue to value-add and remain relevant for its incentive clients in the new normal.

He added that it was “important to upskill the team digitally” along with the times. Moreover, learning about digital technology can be applied to various facets of the incentive tour experience to ensure tours run more efficiently, especially so for large groups of 1,000 people the company regularly managed prior to the pandemic.

In line with this, the team has also commenced on a new project entitled GMX. GMX takes its lead from a teambuilding mobile app MICE Matters previously ran for its client’s event. However, the current objective is to design and create a corporate teambuilding gamification app that will help rediscover Singapore.

Nonis said: “We are targeting to complete this project by year-end and roll it out to the market at the beginning of 2021.”

When asked about its incentives business, Nonis said: “MICE Matters’ post-Covid-19 core business and clientele will mainly revolve around the organising of outbound corporate meetings and incentive programmes.”

He strongly believes that “virtual reality tours will not replace actual incentive tours”, and hence the company will also be diversifying its core services to other industries. Currently, its incentive groups hail from the financial planning, insurance, and multi-level marketing industries; and meeting and conferences from the IT sector.

MICE Matters is also exploring several corporate programmes based on the recent initiatives rolled out by Singapore Airlines. Possibilities could include behind-the-scenes tours of Singapore Airlines’ training facilities, or experiencing its flight simulator.

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