Sometimes you just never know from where the cool news is going to originate; hence my somewhat eclectic linklist. So in an effort to gain additional insight into something that’s recently piqued my interest, I surfed over to Appliance Manufacturer and read the surprising announcement of a “virtual tradeshow”. From their breaking news article (Link):
Responding to the need for a trade show devoted to space and water heating equipment and products, the Gas Appliance Manufacturers Associaton (GAMA) announced the launch of its first “Heating Technology Expo,” a virtual trade show to run online concurrently with GAMAâ€™s 71st Annual Meeting scheduled for April 8-11, 2006 in Phoenix, Arizona, U.S.
Sounds pretty exciting, doesn’t it? It does to me. Probably because about ten years ago I suggested my employer use CAD files for more than cutting steel molds; they could be released as branded videogame content, embedded in sales and marketing presentations, composited into television commercials, aso. I just couldn’t understand why no one was looking to leverage all the content we were creating (at considerable cost I might add). And here it finally looks as if commodity appliance manufacturers are finally coming round; they’re finally starting to understand that just because they manufacture low-tech, low-margin product in a fiercely competitive market, there still might be something going on over in the high-tech industry of worth to them (even if “smart appliances” didn’t pan out).
Whoops. Not so fast, young man. This may not be quite what it sounds. To continue:
“Booths” in the virtual trade show will have an area where attendees can “drop”their electronic business cards, and each exhibitor will receive a list of all Expo attendees and a list of those who visit their specific booths.
I think we’re going to need a definition of the word “booth”. This certainly sounds like nothing more than a website with some Guestbook code – a long, long way from the 3D virtual trade show I was imagining. Instead, it appears this might be an example of why I visited the site in the first place: limited horizontal expertise. I hope I’m wrong.
There was an article on one of the “home product” websites last year. It pointed out how CEO’s from high-tech companies typically crashed and burned when they were given the reins of a low-tech, commodity product manufacturing company. I wish I had a link to it.