Tech show adapts to anticipated slowdown in IT spending

MANILA, Philippines - With anticipation of flat growth in companies’ IT spending in 2009, the country’s oldest and most prominent technology show puts on a more consumer-friendly face. This year’s COMDDAP Expo Manila, to be held at the SMX Convention Center at the SM Mall of Asia in Pasay City, promises to be more consumer-oriented. This is according to Juan Chua, past president and board member of the Computer Manufacturers, Distributors and Dealers Association of the Philippines, or COMDDAP. This is a departure for the Philippines’ most popular computer and information technology show, which traditionally attracts mostly trade and computer professionals, and technology students. This year’s expo, for example, is going to be held from Dec. 4 to 7, just in time for the Christmas shopping season. COMDDAP Expos have traditionally been held in October, in time to catch budget allocations of companies, the show’s traditional visitors. "Information Technology now is so consumer-oriented, and the nature of the shows are changing," said Mr. Chua. COMDDAP started adapting its expo to the change about three years ago, offering discounts, promos, and consumer-oriented coaching. This is in sharp contrast to COMDDAP shows in the 1990s, when seminars revolved around topics such as database resource management or the merits of wide area networks, and the exhibit floor showcased mainframes and plotters. This year, the show will feature a seminar on using Microsoft Office 2007, an Amazing Race-type competition using Google Earth, and for the students, an obstacle course and sumo competition featuring robots. "It is our way of adapting and staying relevant," Mr. Chua said. In addition, COMDDAP has also taken the expo to the provinces where organization officials say attendance and feedback has been especially good. Mr. Chua was quick to add, however, that the expo has not abandoned its original market, the technology professionals. Aggregated visitor statistics from the organization show that trade professionals account for 85% of COMDDAP Expo visitors. "But we are happy to have students in the expo because eventually, they return as professionals and just keep coming back every year," he said. However, the COMDDAP does not expect there to be any growth in IT spending in 2009. "We’re expecting zero growth in IT spending," said Mr. Chua. For ordinary consumers, Mr. Chua is most excited about COMDDAP’s "technology supermarket" which will make it a true selling show and will account for about half of this year’s expo. "The offers will be hard to refuse," he said, as the organizations have asked various retailers, including the local Apple distributors, to offer their products at discounted rates during the show. Asked whether the shift in orientation was prompted by the proliferation of rival technology shows — with two even being held so close to COMDDAP’s own event — officials of the organization said they believe COMDDAP Expo is already a brand that people recognize. "There is no comparison," said Mr. Chua. "In addition to the exhibits, we also tackle industry issues and help people understand technology. The other shows tend to just sell things," he said. However, he did say that they are trying to learn from the mistakes of other shows which proved to be too expensive for both organizers and exhibitors, yet offered unsatisfactory returns. They also believe that there is enough market demand to warrant more than one show in a year. "Singapore has two or three major shows in a year, and they remain much-awaited events. We hope to emulate that," said Mr. Chua. — Judith S. Juntilla, BusinessWorld