In the dynamic landscape of family entertainment centres (FECs), selecting the right technology partner has never been more crucial. Technology’s impact on operations and guest experiences can be transformative, making the choice of a tech partner a potential game-changer for any FEC business.
In the next instalment of our “Ask the Experts” series, Renee Welsh, CEO of Embed, a global leader in cashless business management systems, helps operators through this complex decision. She shares insights on selecting the best FEC tech partner and discusses key factors from scalability to support and innovation.
How important is it to choose the right FEC tech partner?
“Considering that it’s almost the holiday season, you want to ensure your business runs smoothly during key business periods. The worst thing that can happen is for your system to be down. Several times this year, we’ve heard about ongoing network outages, from small players in our industry to mass-scale, global industry-disrupting ones (Delta, United, Bank of America, etc.).”
“Suppose you and your guests have been victims of downtimes, especially during peak hours or holidays. Did this then make you question the reliability of your tech and tech partners, which affected your ability to keep your operations running smoothly?
“Selecting a tech partner is a huge business investment that requires asking critical-thinking questions. While cost is a factor for consideration, FECs that settle for just any tech partner might learn the hard, costly lessons of going with the inexpensive choice, assuming all systems are the same (they are not!).”
What are some of the critical questions you should ask a potential FEC tech partner?
“Start with the following: How often does the tech provider innovate? Constant tech development and innovation will allow you to stay ahead of the industry with tech that will become the norm in the FEC sector. This is as opposed to just taking white-label software and branding it, which many companies do—meaning an unknown third party is driving the innovation. As a result, the tech provider cannot solve any problem and is at the mercy of the third-party developers.
“Your chosen tech partner should have established and world-renowned platforms and tech brands versus a tech system that is loosely built on third-party nameless software licensees, plug-ins, and a data centre that can be acquired and wiped out at any time (which happened last spring and summer to our competitors). This also means that your chosen tech partner/s are solution developers themselves.”
“Is the tech solution you’re considering an actual “tech company” developing its own Software as a Service (SaaS) solutions? Or are they taking software off the shelf (white label) and branding it?
“Some other essential questions to guide you in your tech partner selection process include: who designs the hardware or software? Is it done internally or externally? Where is the hardware manufactured? Where is the software hosted? Are your tech partners actual industry partners? If so, how?”
Why is it essential to work with tech leaders in this space?
“With its partnership with Apple, Google, and Amazon Web Services, Embed can utilise these tech leaders’ pilot technology and then adapt it for the family entertainment industry. It also shares best practices from other hyper-competitive industries with its customers, giving them a competitive edge.”
“Selecting the right tech partner goes far beyond choosing a tech solution. It also includes the intangible value-adds that come with the tech partner’s ecosystem of tech partners who are trailblazing other industries and driving consumer trends worldwide.
“The critical question is, ‘Who else trusts this tech partner with their business?
“If it’s the partner of choice for either big or small FECs in the world, perhaps it’s the best choice for your business. If global brands trust this tech partner, maybe you’re in good hands. “
Why is reliability paramount when choosing a partner?
“It is vital to explore how secure and reliable the system under consideration is. The measure of backend tech reliability is based on whether you can operate during network outages without relying only on either cloud or onsite backup servers that may crash and get overworked. A hybrid system is a good offering that operators can largely benefit from, especially during downtimes.
“Tech partners who can keep your operations up and running with onsite and cloud-based systems will ensure your business continuity and keep your guests happy.
“The bottom line is that to have the best FEC tech hardware and software, you need to check the ecosystem of tech partners behind the tech partner you’re considering.
“We have customers who have been with us for decades, which is a testament to our reliability. And we continue to innovate and evolve with them, which they appreciate and value. It’s not just that we have this feature or solution. It’s all the services and support we wrap around our products that make a massive difference to them. I believe this can’t be replicated and sets us apart from anybody else.“
What kind of support should you expect from your FEC tech partner?
“It’s about taking everyone on this journey. Technology change can be scary, and operators might wonder, ‘How does this work? Is this going to change how we do business?’
“It’s about taking them on the journey and showcasing the value of the technology, not just providing the technology. There is a big difference in how the industry approaches that in certain cases.
“I think we are light years ahead of others in our space. Since the IAAPA Expo in Orlando last year, where we launched our Success Squad and our GoTrain FEC staff training programme, we’ve put a lot of work into programmes and support around our solutions to round out how we work with our Embed family, our partners and our customers.”
“We also offer complimentary payment processing consultation services to help our partners get the most out of their Embed technology and the solutions they are using. Helping our customers secure the best credit card processing rates means they’re not losing hard-earned revenue on hidden fees.
“We focus on not just providing the software and technology solutions to increase the client’s revenues but also looking at where we can add value in supporting these operations, maximising their efficiencies and minimising their costs. It is our belief that there’s no greater testament to a company’s customer-centricity than the willingness to hire an entire team of gurus, consultants, and trainers with the single-minded intent of supporting their customers with complimentary benefits to maximise their system.
“We put the customer at the centre of everything we do and how we do it. That’s what we are most proud of. Everything we do has the operator at the centre of it. How do we save them money, and how do we look to build revenue? Those two things make businesses more profitable and help grow our industry.”
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