The former MD of Fish Software UK has launched a new business providing technology-based solutions to the experiential and events market.
Blondefish stems from Fish Software’s decision to pull its RFID technology from the UK exhibition market, and sell its international tradeshow and conference business to US-based Alliance Tech. According to Fish MD Michael Gilvar, it chose to solely focus on experiential consumer brand projects after several failed attempts to deploy its RFID solution in UK exhibition venues.
Blondefish is the brainchild of Laura Moody and the sole reseller of Fish in the UK. As well as RFID, the company will provide a suite of third-party technologies such as social networking, mobile, measurement and automation tools for live marketers.
“It’s been very clear to me that event organisers and experiential agencies are hugely excited by the opportunities technology gives them to enhance their events,” Moody said. “It’s also really clear they want those solutions delivered by a business that understands events, as well as it does technology.
“My partnership with Fish in the US will continue on an exclusive basis in the UK and Europe so Blondefish has access to the most cutting-edge solutions in the world.”
Blondefish has already undertaken work on behalf of Fish, providing a solution for Smirnoff’s Nightlife Exchange Project to allow visitors to post real-time updates to Facebook during the event via an RFID-enabled wristband.
Moody told EN the company is in discussions with several other technology providers to expand its offerings.
For the full story on Fish Software’s exhibition exit, check out the January 2011 edition of Exhibition News.