Sure, there’s some jetlag and culture shock involved, but that certainly hasn’t stopped manufacturers, integrators, consultants and those on the fringe of the AV industry from filling the halls of RAI in Amsterdam for Integrated Systems Europe this week.
Betsy Jaffe, VP of communications for InfoComm International, said on an “InfoComm Today” podcast from the ISE show floor she’s excited to spend the week with “55,000 of my closest friends,” an attendance figure that would significantly eclipse last year’s 51,000-plus people. Jaffe also noted almost one-quarter of those who pre-registered for the show are first-time attendees.
That’s part of the reason RAI is adding another hall in advance of the 2016 show and why show organizers are adding a fourth day to the technology extravaganza next year. The changes are the result of formulas trade show organizers use regarding density and other factors, says Jaffe.
“It’s a demand-led requirement for growth,” says Sarah Joyce, VP of EMEA for Electrosonic. “It’s a struggle to do everything in a three-day show.”
First-time ISE attendee Mike Bridwell, VP of marketing at Digital Projection Inc., is enjoying his debut because “we get to serve every market.” There are opportunities for team-building and “to close a lot of sales.”
Joyce and Jaffe were among the hosts of the first Women of InfoComm breakfast at ISE this week in a continuing effort to get more females interested in the industry. Although ISE attendees are younger than many of those at U.S. shows, Jaffe notes the percentage of women at ISE this year is about 10 percent, the same as at InfoComm’s main show in June.
InfoComm will continue its outreach efforts by participating in the traveling Science and Engineering Festival this year, and Joyce is part of a task force on apprenticeship programs. Regardless of who’s at the show, Joyce finds the ISE experience to be one she wouldn’t want to miss.
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“The perspective you’re getting is invaluable,” she says. “The diversity of the audience makes this incredibly important market research.”
Bridwell has noticed the halls are filled with people from all levels, from programmers to executives. He expects to hear about projects and partnerships that can be traced directly to conversations at ISE.
“It’s the casual conversations where interesting things come out,” he says.
Brad Grimes, director of editorial services for InfoComm International, sees ISE as “a great place to meet people and get your solutions into new markets. It’s a communicative industry and it’s about sharing stories.”
Growth and Change
Joyce has noticed silos and barriers between the North American market and that in Europe “breaking down” in recent years.
“Things that used to be U.S.-centric are less so now and things that used to be Europe-only aren’t that way anymore,” she says. Joyce has noticed an increased emphasis on video collaboration in control rooms and other verticals across Europe, the Middle East and Asia.
Projection is another area that seems to be on the rise, says Bridwell. And “I’ve never seen so much LED. It’s obviously permeating the market.”
The same is true of 4K, says Grimes.
“It’s not just a buzzword,” he says. “It’s a sign to be excited about our industry. Companies keep outdoing themselves.”
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Grimes referred to InfoComm’s 2014 Global Market Definition and Strategy Survey and noted Europe is poised for about 8 percent growth this year, far less than Asia and other regions, but that can largely be tied to the fact the market is “more mature” than those other areas in terms of technology.
“Companies in Europe have spent their money wisely,” says Grimes, noting unified communications as one focus during the worldwide economic downturn. “It wasn’t a business desert. They’re doing smart things with AV.”
Joyce agrees with that assessment.
“The money didn’t go away. Customers spent it judiciously,” she says. “You have to be there for the long run and they’ll keep coming back.”
Jaffe is pleased to see so many people taking advantage of guest memberships at ISE, noting hundreds of people have come to the booth asking about the offering. She also enjoys “the synergy between the residential and commercial” markets at this show, which is co-sponsored by InfoComm and CEDIA.
Joyce has noticed a “general sense of confidence” at ISE this year, displayed in the size of some booths and also the number of people filling the halls.
