On September 5, electronica, the world’s main commerce honest and convention for electronics announced that it would be held digitally for the very first time as a alternative for the in-person commerce honest held in Munich. This announcement is available in response to the continuing coronavirus pandemic and more and more stringent journey restrictions in Europe.
electronica digital was introduced in September. Screenshot from electronica
“Though an in-person commerce honest may have been performed with the assistance of our security and hygiene idea, the most recent developments associated to journey restrictions in lots of nations pressured us to rethink our plans,” mentioned Falk Senger, managing director of the occasion’s organizer, Messe München.
A Digital electronica for 2020
electronica is thought worldwide as a platform to debate the worldwide electronics trade. In recent times, the convention has been closely targeted round automotive, embedded techniques, 5G, good and clear power, and embedded techniques.
This yr, the digital commerce honest, which occurred between November 9–12, concerned greater than 200 worldwide electronics firms together with trade giants like NXP Semiconductor, Samsung, and STMicroelectronics. Along with digital shows from exhibitors, there was a four-day on-line program that targeted on the difficulty of safety within the embedded world and the most recent tendencies and developments in energy provide and battery techniques.
There was additionally a CEO Roundtable event, which has turn into a well-anticipated function of electronica over time.
Contributors on the CEO Roundtable occasion from NXP, ST, Pepperl+Fuchs, and Infineon addressed the query, “Wherein course is the electronics trade growing within the period of COVID-19 and past?” Screenshot from electronica
This yr, the roundtable was delivered as a stay stream with executives from Infineon, ST, Pepperl+Fuchs, and NXP discussing how the electronics trade can develop throughout testing circumstances just like the coronavirus pandemic.
The Person Expertise of Digital electronica
Many individuals of the occasion have already offered suggestions on electronica’s first digital occasion.
For instance, Nick Foot, the PR Director at BWW Communications, commented on how the digital occasion was troublesome to make use of, with registration and navigation being notably problematic. Foot was additionally essential of how some big-name exhibitors appeared to “low-cost out” of their digital presence and what number of convention periods mandated attendees to activate their cameras to take part.
Digital present ground of electronica 2020. Screenshot from electronica
Certainly, previous to the digital occasion, there was little or no info revealed by electronica, doubtlessly suggesting that it had been rapidly put collectively. Whereas electronica has had eight months to organize for a digital occasion, it’s honest to say that no one may have foreseen restrictions lasting this lengthy; many initially anticipated journey limits to be over in a matter of weeks with life returning to relative normality by summer time.
It’s additionally necessary to keep in mind that the large attraction of electronica isn’t the convention itself, however the means to freely work together with exhibitors and their merchandise. Whereas electronica does function convention shows, these are solely attended by a comparatively small variety of guests. Which means that this yr’s occasion was all the time going to be considerably restricted at no fault of the organizer.
The Limitations of Digital Commerce Reveals
The issue with digital/virtual trade shows is that they cannot be entirely digital. Bodily commerce exhibits, conferences, and on-line occasions which have gone/will likely be going digital because of the coronavirus pandemic could also be at an obstacle as a result of they weren’t designed to be digital within the first place.
Many occasions which might be designed to be delivered digitally require some type of bodily setting by which the primary motion—an interview, a seminar, a showcase, or a product demonstration—can happen. Many companies have been unable or unwilling to arrange a bodily occasion area for his or her participation in digital occasions, leaving CEOs and key executives to awkwardly attend by way of Zoom from their dwelling workplaces.
Template of an exhibitor sales space at electronica 2020. Screenshot from electronica
Many exhibitors at electronica opted for digital cubicles as a result of they did not require creating intensive (and costly) commerce stands. This has led to many companies (not solely at electronica but additionally at different digital festivals and occasions) exercising poor judgment with regards to investing of their digital presence: Aesthetics nonetheless matter and might make the distinction between a must-see broadcast and one that may be simply skipped or forgotten.
If something, digital commerce festivals have proven us that in-person occasions are nonetheless and can all the time be important. Hopefully, by this time subsequent yr, electronica can safely return with the bodily format that has made it a powerful success in years previous.
Have you ever attended any digital commerce exhibits this yr? How has your expertise in comparison with in-person conferences? What may enhance these digital occasions for you as an EE? Share your ideas within the feedback under.