Navigating the September trade-show scene is going to be a challenge for the wireless industry.
The two major trade associations are sponsoring shows the same week targeting the same audience. Initially, it just looked like exhibitors and attendees would have some trouble figuring out the logistics of shows in San Diego and Los Angeles during the same week, and the shows really overlapped on only one day. But now that the economy is screeching to a halt-meaning less manpower and smaller travel budgets-the challenge for companies trying to get out their messages at either show may be even greater. And the shows now overlap on two days.
The Personal Communications Industry Association is betting the farm on the m-user. As such, the trade association has been shifting its focus from the usual members, i.e., carriers and core infrastructure providers, to the edge of the network, so to speak. Mobile virtual network operators, content providers, software developers and the like will be target members for PCIA. Paging companies are still valued by the association. And “progressive” wireless carriers still have a place at the table, of course, but not the head of the table. PCIA says all members are created equal.
At first blush, the move makes sense. The Cellular Telecommunications & Internet Association has the ears of most broadband wireless carriers and traditional infrastructure manufacturers, so PCIA’s shift seems reasonable.
The problem is CTIA’s fall show-which has always been a smaller show-focuses solely on data. And it’s growing.
CTIA last year announced it booked IT in September instead of October, which was its usual time frame. PCIA, which holds its show in September, originally planned its show for Orlando, but switched it to San Diego to avoid hurricane season.
The upshot of all of these schedule changes and conflicts is that the exhibit halls at both shows will both be opened the same days-Wednesday and Thursday. CTIA said it pushed its show back a day because the organization needed to add two more exhibit halls.
While it may be good for industry to have two associations, I really feel sorry for the small start-up with a great app who is going to have to figure out how to navigate a week in September in California. His best bet may be to set up a roadside stand along Interstate 5.
