& cplSiteName &

NXTcomm Body Count

Phil Harvey
7/9/2008

12:00 PM -- The tradeshow business is all about -- what? Well, it depends on your point of view. (See NXTcomm's NXTmove.)

NXTcomm’s show organizers, when talking to Tradeshow Week about what NXTcomm has in common with InfoComm, had this to say:

"We need to determine the synergies between the two shows," [NXTcomm Executive Director Wayne] Crawford said. “There's little exhibitor overlap, but InfoComm attendees, for (NXTcomm) exhibitors, are bodies."

That's an important quote for two reasons. First, it finally puts it out there that the whole "two shows, one trip" idea was precisely what we suspected: Two roommates, with little in common, sharing a convention hall to offset costs and keep from looking small.

Second, it points out a key difference in goals. NXTcomm exhibitors are in the telco equipment business. The NXTcomm people are in show business. Exhibitors want customers; show business people want bodies.

In the telco business, you want to go to a tradeshow where there are qualified people with real titles, real purchasing needs, and real questions about your products and technologies.

In show business, you want the room to look crowded, to feel busy, to generate buzz.

These two goals aren't mutually exclusive -- that's not my point. My point is that when folks questions whether a show is worth it -- as they've been doing with NXTcomm -- that key difference in goals can evolve into a rift between the people who want the show to go on and the people who want the show to go away.

More from the Tradeshow Week story:

NXTcomm will head back to Chicago on its own in 2009. InfoComm will go to Orlando, starting a two-city rotation with Las Vegas that will take it through the next six years. Crawford said NXTcomm was close to signing a contract with the LVCC that would put it back in Sin City in 2010 as well. Still to be determined is whether the two shows will collocate again that year.

For those of you who had some fear and loathing about returning to Las Vegas: Sorry! It looks like 2010 won't be your lucky year.

— Phil Harvey, The Editor, Light Reading

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
More Blogs from The Philter
Our series on the state of the SD-WAN market continues with a discussion on what's holding back some companies in the space and how standards and new technologies are advancing the cause of SD-WAN.
Jio's competitive market, fast growth and expanding customer base present some interesting machine learning and analytics challenges for Guavus, its newly announced analytics partner.
It's going to take some televisionary moves for pay-TV providers and big studio owners like AT&T to sort out what consumers want, how to package it and what to call it.
Machine learning is primed to help service providers run more efficient and effective networks, but first the good ideas have to make their way from the lab to the real world – and that's a big challenge, according to the University of Chicago's Nick Feamster.
Light Reading's editors discuss Dish Network, its pioneering past, a few hilarious missteps and why the company seems just as likely as anyone to be the next big player in 5G networks.
Featured Video
Upcoming Live Events
October 1-2, 2019, New Orleans, Louisiana
October 10, 2019, New York, New York
October 22, 2019, Los Angeles, CA
November 5, 2019, London, England
November 7, 2019, London, UK
November 14, 2019, Maritim Hotel, Berlin
December 3, 2019, New York, New York
December 3-5, 2019, Vienna, Austria
March 16-18, 2020, Embassy Suites, Denver, Colorado
May 18-20, 2020, Irving Convention Center, Dallas, TX
All Upcoming Live Events
Partner Perspectives - content from our sponsors
Edge Computing, the Next Great IT Revolution
By Rajesh Gadiyar, Vice President & CTO, Network & Custom Logic Group, Intel Corp
Innovations in Home Media Terminals for the Upcoming 5G Era
By Tang Wei, Vice President, ZTE Corporation
All Partner Perspectives