Widgets Magazine

Why ISE?

The AVNation crew has landed in Amsterdam. We have our exhibitor passes, started setting up the booth and generally getting used to the surroundings of this massive show. This is only our second trip to Integrated Systems Europe and still learning the ins and outs of the world’s biggest AV trade show. From the hotel situation, shipping equipment over, and converting money to Euros. We have gotten a fair amount of emails asking why a US-based media outlet would cover a trade show in Amsterdam with so many non-US companies showing their wares. Why we would raise money last year and why our great underwriters support us in going this year. Well, here’s why we attend and cover ISE.
InfoComm and CEDIA
We already attend and cover both the US InfoComm and CEDIA shows. ISE is a partnership between both of these trade organizations. Both will have extensive training, chats, and general education all during the week. It’s also an opportunity for both groups to extend their membership throughout the region. InfoComm and CEDIA have offices in and around the region and have great support staff that allows them to connect with integrators throughout EMEA.
Non-US Manufacturers
One of the unexpected benefits from last year’s trip was the number of manufacturers who don’t ship to the States. This is not from a big-dumb-American point of view, just a curiousness as to the whys that go into making that decision. Sometimes it was that they had enough business in their local area, others it was the tax and tariff situation between their country and the U.S. government. One thing ISE is doing this year to help those who would like to get into the U.S. market is the M2D. This is where manufacturers who are looking to get into a country can connect with distributors in that country. Think of it as a dating site to get your product into their country.
The Size and Scope
ISE has both residential and commercial products throughout the 12 halls. That makes it a great one-stop for those in the European market. If you are an integrator who focuses on one or the other you have the opportunity to see what the latest trends in the other are. This show is also the most heavily attended compared to CEDIA and InfoComm respectively. At 60,000 plus attendees it really is the biggest AV show in the world. That is quite a number of AV professionals to connect with, learn from, and befriend.
Overall, ISE is one of my favorite shows to attend. Yes, you get to go to Amsterdam, a beautiful city with great little neighborhoods, history, and art. You are also more than a few hours away from your family  so the trip had probably best be worth it. For ISE it most certainly is. The team that runs the show have been more than great to us helping our team cover the show. So, as long as it makes sense, we will keep making the trek and covering ISE for years to come. Stay tuned as we have a week’s worth of coverage.
Thank you for taking the time to read my blog. Have a great week. (Heb een geweldige week).

About Author

Tim Albright

Tim Albright is the founder of AVNation and is the driving force behind the AVNation network. He carries the InfoComm CTS, a B.S. from Greenville College and is pursuing an M.S. in Mass Communications from Southern Illinois University at Edwardsville. When not steering the AVNation ship, Tim has spent his career designing systems for churches both large and small, Fortune 500 companies, and education facilities.

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