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ISE Takes Europe!

Integrated Systems Europe 2011 has reportedly set a new benchmark for A/V tradeshows with world-record attendance. CustomRetailer talked to attending manufacturers about the show and its results.By Maureen Jenson

March 2011 By Maureen Jenson

The 2011 ISE, held in February in Amsterdam, had 715 exhibitors, including 150 new companies representing an 11 percent rise from ISE 2010. The number seems certain to be surpassed again in 2012. On-site exhibitor rebooking resulted in 102 percent of the 2011 floor plan being reserved. The show's organizer, Integrated Systems Events, had already confirmed that the 2012 show would occupy an expanded footprint.

Mike Blackman, managing director, Integrated Systems Events, said: "We have had a fantastic three days in Amsterdam. Our show aisles were packed with technology buyers and specifiers from the moment the show opened."

While a detailed analysis of the show's attendance profile has yet to be completed, according to ISE, some clear trends have already emerged.

"ISE has a distinctive European flavor but it is increasingly a forum for global business," Blackman explains. "We have had substantial visitor growth from Russia, the Middle East, Africa and the Indian sub-continent, and are also hosting significant numbers of consultants and top-level integrators from Asia and North America."

Attendees were drawn to ISE 2011 by its unique mix of systems technology for both commercial and residential applications; by an extended pre-show conference programming; by the InfoComm Future Trends Summit and Wainhouse Visual Communications Summit for the first time; and by enhanced educational offerings from not-for-profit trade associations CEDIA and InfoComm International, the show's co-owners. New pavilions and show features dedicated to 3D applications, digital signage content, audio-video networking and much more were also high on the event agenda.

Above all, ISE 2011 strengthened its reputation as a creator of new business opportunities for every link in the systems integration value chain. "The feel-good factor on our show floor was more powerful than we've experienced at any previous ISE," Blackman concludes. "We promoted the show with the slogan 'all the connections you need,' and our level of exhibitor rebooking indicates that this is not an empty promise. ISE is a barometer for business sentiment and if our show is anything to go by, the systems integration industry is set for a very rewarding year indeed."

Adam Sohmer, of PR agency Sohmer Associates, had this to say, "Amsterdam is one of the most appealing spots in Western Europe. Though its cold and rainy climate this time of year makes February a less typical time for visitors to make the trip, the Integrated Systems Europe (ISE) has become Europe's largest tradeshow for the A/V and electronic systems industry. Every February since 2004, ISE has drawn the industry's leaders to the Amsterdam RAI convention center for a forum whose importance now ranks alongside such must-attend events sponsored by CEDIA and InfoComm, both of which happen to be ISE's co-owners."



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