The Interactive Roundtable Format

At the inaugural event this was billed as a "new event format" one which "avoids those embarrassing sleepy moments” “instead seats you on roundtables with your peers” “provides a buzzing and interactive conference room” – the 2009 event, and it's sister event in Kenya, highlighted, this is absolutely the case.  Simply put - this format is the best for attendees' on the day experience.

“My first experience of an all amber event was very, very positive – great turnout, great interaction and great format. I’ve been to a few conferences and simply put this was the best.”
Brett St. Clair, Country Manager – South Africa, AdMob

It is important to reiterate that this seating format is utilised purely for the attendees benefit. In terms of using the space in a conference room more efficiently then there is no doubt that classroom and theatre seating is more effective - but the attendees' experiences suffers for it. 
The problems with classroom and theatre include:

1. Restricted networking as you only really have the tea, coffee and lunch breaks available.
2. Meeting new people can be hard as you tend to sit next to and speak to people you already know.
3. Asking questions, and importantly receiving answers, is normally dominated by a minority of attendees.
4. It can all be a bit dull really, admittedly we're all students at the University of Life, but it doesn't mean you have to be treated like one, does it?

So what will the roundtable seating format deliver to you the attendee?

Better value for the time and financial resources that you and your organisation have invested in coming to the conference. 
You’ll still listen to the presentations as normal, but the discussions that you’ll partake in and the connecting/networking that you’ll be exposed to will provide you with a considerably improved output at the end of the event.

“A very interactive conference, with a great number of people from different backgrounds.”
Stephane Boyera, Program Manager, Web Foundation