Bring on the equipment

Trade shows have taken a hit. During 2002, computer and electronics shows—including the Optical Fiber Communications Conference, Supercomm, and Semicon West—reached new lows, according to the Tradeshow Week Computer & Electronics Show Report (www.tradeshowweek.com, a publication of Test & Measurement World's parent company, Reed Business Information). The number of exhibiting companies dropped 9.9%, net square footage fell 15.6%, and professional attendance dropped 16.4%.

Anyone attending trade shows ranging from last fall's International Test Conference to last month's Apex show can see that exhibits and attendance are clearly down. Apex and ITC had one difference, however. To Apex, exhibitors brought equipment. At ITC, equipment was conspicuous by its absence, replaced by virtual exhibits: interactive demonstrations with Web-enabled equipment back at vendors' factories.

Such demonstrations convey valuable information, but they lack the immediacy of the hands-on experience that trade shows have traditionally offered. A virtual demo of semiconductor ATE can't show how long it takes to change a load board or how easy it is to swap instruments. As a potential participant, you might well ask why travel to a show to see an interactive demo that a vendor could as easily pipe to your desktop.

At Apex, in contrast, equipment abounded. Participants could watch PCB test systems in action and could use x-ray systems to perform computed tomography (CT) scans on components and subassemblies, moving from booth to booth to compare competing offerings.

Of course, vendors might prefer a captive audience that the trade show environment can't guarantee. At Apex, several major vendors, who asked not to be named, said they are reevaluating their trade show policies, considering confining their equipment demos to their own sales offices and technology centers, to which they will invite key prospects. "At our facility, we are in control," said more than one exhibitor. Some of these vendors may maintain token, equipment-free presences on a trade show's exhibit floor while participating in the show's technical program.

That's too bad, and I hope these vendors reconsider. Trade shows are vital for maintaining our industry as a vibrant community. At their best, shows bring together strong technical programs and access to the equipment that implements the technology discussed in those technical sessions.

You can help preserve that community. When a vendor invites you to a demo at its facility, explain that you'd prefer head-to-head—or booth-to-booth—competition with real, not virtual, equipment.

Contact Rick Nelson at rnelson@reedbusiness.com.