PouchNATION is aSingapore-based event technology company founded in 2012 which pioneered event management tech solutions in Southeast Asia. It was the first platform that introduced cashless payment for events in Indonesia, Vietnam, the Philippines, and Malaysia.
Following an acquisition by Lantern in 2023 the company evolved from event technology provider into a guest-focused platform. As Board Member Vikas Tandon explains: “we focused on enhancing the consumer experience at the event by providing solutions to address common issues such as long waits at entry, merchandise and food & beverage shops at the event.”
As the expectations of event attendees changed, the company realised it had to keep up. But with no shortage of options and vendors to choose from, making the decisions critical to their success was no straightforward task.
SMEhorizon speaks with PouchNATION Board Member Vikas Tandon on his company’s hardware needs, their search for a suitable solution and successful partnership with Zebra, and what other SMEs should look out for in choosing the best technological partners for their needs.
What were the challenges that led PouchNATION to explore Zebra’s devices?
One significant challenge has been the changing behaviour of event attendees. Current audiences tend to prioritise experiences and are less willing to spend long periods in queues entry into the venues or for making purchases. This in turn results in a revenue opportunity loss for the event.
Historically, large-scale events were typically scheduled on weekends, affording attendees greater flexibility. Many would arrive early, exchanging tickets for access cards well ahead of the event start time, which allowed time for merchandise shopping or enjoying the event atmosphere. This staggered arrival facilitated more effective entry management.
Currently, there is a notable shift, with major events now frequently held on weekdays, particularly for high-profile acts with multiple performances during the week. As a result, many attendees arrive directly from work, often just one hour before the show commences.
This necessitates processing tens of thousands of individuals—sometimes between 30,000 and 50,000—in a compressed timeframe to ensure timely seating.
In response to these demands, it became essential to implement a globally recognised solution capable of reliable performance even under strenuous conditions. Tickets are subject to wear and tear from exposure to elements such as rain or improper storage, so ticket scanning devices must consistently accommodate damaged tickets.
Additionally, ticket verification must function effectively across a wide range of lighting conditions, from intense sunlight to near-complete darkness. High volumes of simultaneous arrivals mean that any malfunction or inefficiency in the scanning process can lead to significant delays.
For example, boarding 400 passengers onto a plane often creates lines. Managing entry for 40,000 people through limited gates with similar security levels poses a much greater logistical challenge.
Should technology fail at this scale, critical delays occur, compounded by strict licensing regulations and commercial limitations, including restrictions on performance times. Consequently, efficient timeline management is paramount.
For this reason, the experience from arrival onward is important. Devices were required to be stable, durable, and reliable, able to perform regardless of weather or ticket condition. Zebra’s solutions supported efficient entry operations even in challenging conditions.
What factors led you to a hardware-based solution? Were there other approaches you considered?
We explored several approaches before settling on a hardware-based solution. It was important for us to maintain traditional standards and ensure that attendees still felt confident that established protocols were being followed. At the same time, we needed a reliable way to prevent fraud and unauthorised access.
We work with a variety of modern technologies including facial recognition, biometrics, NFC, RFID, and card-based authentication methods. Each option has its merits – facial recognition and biometrics offer strong security, while RFID allows contactless verification from a distance.
After careful evaluation, we found Zebra hardware to be the most reliable in terms of battery life, environmental adaptability, and durability. It allows us to authenticate and verify identities on the spot, visible and verifiable by both the organisation and attendees.
This offers confidence to the event hosts as well as the participants, ensuring the integrity of access control and helping us meet our goals effectively.
What factors led you to choose Zebra over other providers?
We evaluated around four to five companies, including some highly reputable vendors. While many were close in terms of technological capabilities, Zebra Technologies distinguished itself with a stronger brand presence, greater stability, and proven leadership that consistently delivers on its promises.
Although Zebra’s solution was slightly more expensive than its competitors, we believed the investment was justified by the trust the brand commands, the superior product quality, and the influence of its leadership. We also appreciated their robust local support in the countries where we operate, as well as the value they bring for future growth.
Most importantly, Zebra ensures our investment remains relevant by enabling upgrades, ongoing operations, and regional support.
Could you share some of the measurable outcomes for your business that have resulted?
By implementing Zebra’s advanced scanning solution, our ticket validation efficiency increased by approximately 83%, reducing each scan time from up to six seconds to just 1–1.5 seconds. This improvement has significantly enhanced guest satisfaction by minimizing wait times and streamlining entry processes.
A primary KPI during device onboarding was to assure our partners of our commitment to investing in world-class technology tailored to their needs. The transition to the new system was notably smooth; our team adapted rapidly, and application testing and deployment were efficient and straightforward. We also benefited from robust local support throughout the process.
The reliability of these devices enabled us to confidently deploy them at major events, including Thailand’s Songkran festival, where harsh conditions such as water exposure, heat, and extended operational hours are prevalent.
Where durability and consistent performance had previously been concerns, the devices demonstrated exceptional reliability through six to seven consecutive days of intensive use.
In summary, this partnership has reinforced confidence both within our organization and among external promoters. The results have clearly validated our investment decision.
Were there any technical challenges that PouchNATION encountered during the initial phases of working with the TC27?
Integrating the TC27 presented some early compatibility and software challenges for both us and Zebra, but resolving these helped us adapt the device to our needs. Effective collaboration between our technical team and Zebra enabled timely fixes and a smooth go-live.
Early and thorough testing, along with strong support from Zebra—especially during the event—ensured successful implementation. We now prioritise immediate testing of new devices, which allowed us to address issues within two weeks and achieve a successful launch.
Are there any other technologies your company is keen to explore to take your business further?
Innovation is fundamental to our business strategy. In today’s dynamic marketplace, where both customer and industry expectations are continually increasing, maintaining a competitive advantage necessitates ongoing evolution. Without consistent innovation, sustaining competitiveness would be challenging. We proactively assess operational gaps and identify opportunities for improvement or optimisation.
At present, we are collaborating with Zebra to investigate additional technologies, focusing on kiosk and RFID solutions. This partnership is particularly beneficial, as it provides access to an expanded product portfolio and enhances integration capabilities, allowing us to deliver more comprehensive solutions to our clients.
For instance, we are evaluating an advanced solution that integrates kiosk operations with voice bot technology. The objective is to facilitate AI-powered interactions, enabling users to place orders or navigate the interface through natural speech in their preferred language. This approach increases accessibility and personalisation, which we anticipate will substantially improve user engagement.
PouchNATION has been progressing toward integrated payment systems that support the entire guest journey using a single device type, such as scanners or kiosks. We are actively assessing how to incorporate Zebra hardware into these solutions while adhering to global and local certification standards.
Through close collaboration, we aim to jointly introduce innovative technologies to the market and ensure that our investments create shared value.
What advice do you have for other businesses looking for partners in their digitalisation journey?
Focusing on core competencies and partnering with organisations that excel in complementary areas can benefit businesses. No business operates entirely independently, making trust in partners important. Collaboration can encourage innovation and help develop more cohesive solutions.
Developing a complete product ecosystem independently is challenging and may result in fragmented products. Establishing a partner ecosystem enables each party to contribute their specific strengths, allowing organizations to focus on their main products while collaborating to improve customer experiences.
This approach is similar to assembling a team where individuals are hired for specialized skills rather than expecting one person to cover all areas of expertise. A product strategy can incorporate partnerships at various stages, including research and development, logistics, and commercial operations.
Understanding individual organizational strengths and utilizing the expertise of strategic partners can support the achievement of broader goals. Forming strategic partnerships can potentially benefit both parties by enhancing operations and supporting growth.
