Archive for the ‘Exhibitions’ Category

Who wants a future proof TV?

Samsung’s unveiling of a ‘future proof TV’ this week at the world’s most celebrated tech jamboree – the International Consumer Electronics Show in Las Vegas – must have been pulled off with a wry grin. When I bought my previous home desk top PC some years ago I chose one with expansion slots so that I could add memory and functionality or swap out the processor board if I felt the need to upgrade. Unsurprisingly, when that urge came upon me what I actually did was to unplug it, shift it to a corner and go and buy a shiny new computer. Because that’s what most consumers do. And it is fortunate that we do.

Japan’s consumer tech leadership in the 1980s was fuelled largely by a domestic population with a seemingly insatiable appetite for the latest gadgets. Second-hand (or pre-owned) had no Japanese translation, by all accounts. This meant that corporations could invest in product development with confidence that anything with novel functionality – faster, smaller, more features – would sell. And, having developed these products backed by a guaranteed return at home, they could happily sell them in US and Western European countries where they would be sure to have a lead on their local competitors.

All this has been underpinned by the astonishing innovation and problem solving skills of the electronics industry, which has risen to every challenge brought to its door – or, more accurately, that it has sought out. The result is that the price of consumer goods has fallen consistently in real terms over the past three decades making the most remarkable technological wizardry available to almost every household in the developed economies. The fact that we, the public, just use it to timeshift reality TV soaps, watch them in 3D and then discuss them via social networks on our smartphones is not the fault of the technologists.

So, should we feel guilty about the banal use of all this impressive technology? Not at all because, elsewhere, the same underlying blocks are being used to deliver better tools for medical care, safer cars and cleaner and more efficient energy systems from which we will all benefit. And that’s why no one really wants a future proof TV.

No Double Dip at the Advanced Engineering Show

Yesterday at the first day of the Advanced Engineering UK 2011 Group of Events: Aero Engineering, The Composites Engineering Show, Energy Engineering and Plastic Electronics, there was no sign of downturn! With two Congress Theatres and four Open Forums all running simultaneously and well attended and in some cases with people standing at the back due to lack of seats!

Predominantly composite technology companies and aerospace engineering, if the European Governments need any ideas on how to grow our economies then they could do worse than look at this show. According to the organiser the show is the biggest ever doubling in size over last year. Let’s hope the multinational visitors found something that made their trip worthwhile. My guess is they did.

Pinnacle Takes Media On Sandvik Coromant’s ‘Road to Success’

In early June, Sandvik Coromant hosted its two-day EMO 2011 preview press event. Key media from around the world were invited to join Sandvik in Sandviken, Sweden for a look at the company’s latest business forecast and trends, new product developments and technologies, plus methods and processes due to be announced at the EMO exhibition in Hanover, Germany (19 – 24 September 2011).

Pinnacle Marketing was charged with ensuring a high media turnout, eventually securing attendance from more than 50 key media representatives, including editors from Austria, Belgium, the Czech Republic, Denmark, Finland, France, Germany, Italy, the Netherlands, Spain and the UK, along with their counterparts from Asia and the USA.

The preview event was designed to highlight to the media how Sandvik Coromant has a lot more to offer than just the cost savings and productivity achieved through using their tools. Editors learned about the company’s value chain offering and looked at key business areas such as tool library services and tooling management, logistics, machine tool solutions, recycling and manufacturing economics.

The itinerary was packed with presentations and demonstrations of the latest advancements in automotive, aerospace and composite machining and gear milling applications, plus numerous photo opportunities and one-on-one briefings. All media walked away fully up to date with the latest from Sandvik and the event received excellent feedback from attendees. We anticipate confirmation of their satisfaction via media coverage in the coming weeks.

Sandvik Coromant will exhibit at EMO from the 19 – 24 September 2011 in Hall 5 (Stand B20).

EE Times and EDN join forces

If you sometimes find it difficult to remember which company publishes which electronics industry magazine, life is about to become a little easier.  United Business Media, owner of media outlets including EE Times, has just announced that it is buying (subject to regulatory approval) Canon Communications, the owner of EDN and a number of medical titles.

This move brings together two of the biggest names in technical publishing and the initial murmurs from EE Times Group are that they are relishing this development, viewing EDN and EE Times as entirely complementary.  It is certainly encouraging to see EDN returning to an electronics-centric media portfolio rather than being an outlier in a broader technology group.

Technology PR experts will be closely observing the situation over the coming months – a period during which, coincidentally, EDN’s former stable-mate Electronics Weekly will be working closely with EE Times to jointly promote the Embedded Live conference and trade show in London.

EE Times extends conference portfolio

The news that EE Times Group has acquired DesignCon, the annual Silicon Valley conference on electronic design, provides us with a timely reminder.  Although the trend in marketing communications is overwhelmingly towards virtual communities – and addressing them via social media – there is still a demand for ‘real’, direct, face-to-face communication.  Publishers, who are struggling to find new business models that generate revenue from online media to the level that print used to do, recognize this fact.  Consequently, they are investing in exhibitions and conferences.

If there is a lesson to be learned, it is that marketers are not following a simple, linear progression from real to virtual activities.  Rather, there remains a complex set of tools from which we must select the correct one for our current purpose.  So, same as it ever was.

ESC goes green

The Embedded Systems Conference (ESC) Silicon Valley will be slightly different for exhibitors and journalists when it opens in San Jose on April 26. As the organisers describe it, the Press Office has gone ‘green’.  That is, there will be no paper press packs at ESC.  Instead there is an online press office.

Saying you are going paperless might seem a little like announcing that you have installed mains electricity (you mean you weren’t before?) but exhibitions have remained the last bastion of the paper press release.  Much to the chagrin of visiting editors whose trek around the hall was made slightly more tiring with every piece of news gathered.

Pro-active technology PR agencies have been supplying news digitally to journalists at shows for many years but, where there is a ‘paper’ press office, exhibitors often feel obliged to double up, printing reams of physical material as well.  Now, officially freed of this burden, everybody wins.  Meanwhile, companies can concentrate on how to maximise media coverage success around their exhibition presence.

Embedded World is largest ever

Embedded World Nuremberg has this week consolidated its position as the premier event in the embedded electronics sector. With 730 exhibitors the show was already the largest on record and, based on the experience of the Pinnacle Marketing team this week, the visitor numbers are also impressive. Booths were thronged and the many journalists we met (half of whom were from outside Germany) reported having to struggle through the packed aisles. Highlights of the week included a number of innovative ARM based microcontrollers and a robot goalkeeper who combined image processing and motor control to outsmart many aspiring penalty takers.