HERE Technologies pivots their approach at Disrupt SF

Right now, marketing managers at large enterprise companies and scrappy startups alike are pouring over the deck for Disrupt SF (October 2-4 at San Francisco’s Moscone Center), choosing the best programs for highlighting their own content via Innovation Breaks, Breakout Sessions, or exhibition configurations. When they want maximum impact, some of these managers choose all three.

That’s what happened at Disrupt SF 2018, when global mapping provider HERE Technologies attended Disrupt. They sought to communicate their shift from distributing its products and services primarily to enterprise companies to interacting more deeply with the developer community to expose and distribute its mapping technology out into the world. Highlighting this evolution was one of HERE’s key goals at Disrupt SF.

To that end, HERE signed up for a large floor space at Disrupt SF—a cool space in which they created a Developer’s Lounge, staffed with product evangelists armed to educate attendees about their innovative products. HERE also surfaced its content throughout the event, tapping their VP of Research, Neal Oman, to deliver an Innovation Break on stage to mobility companies detailing the path from advanced driver assistance systems to full vehicle automation. Elsewhere, a quartet of HERE product managers conducted a Breakout Session for developers to show how easy it is to integrate HERE’s more than 20 APIs and SDKs into their products in order to create location-aware features. There was even a HERE TrueCar on display—the LiDAR-laden mapping vehicle was strategically positioned near the Main Stage for maximum exposure.

Another goal of HERE’s presence at Disrupt SF was to introduce its new freemium pricing model. With Freemium, developers can use HERE’s Location Services APIs—from Routing to Places to Traffic—to build their apps for free, paying only a small charge on the backend distribution. HERE reported that their multi-touch point strategy with thought leadership, product innovation and distribution creativity at the event was well received by Disrupt attendees.

If you are interested in learning how your company can leverage Innovation Breaks and Breakout Sessions to surface your content at Disrupt SF, check out our deck or fill out this form. You can also check out the sponsorship opportunities at the TC Disrupt SF Hackathon. And if you’re interested in other TechCrunch events throughout the rest of year, click here for our 2019 calendar.