David J. Danto
Principal
Consultant, Collaboration/ AV / Multimedia / Video / UC
Dimension Data
Director of
Emerging Technology
Interactive
Multimedia & Collaborative Communications Alliance
eMail:
David.Danto@DimensionData.com Follow Video &
Technology Industry News: @NJDavidD
(Read David’s Bio) (See
David’s CV) (Read David’s Other Blogs & Articles)
To
Tradeshow or Not To Tradeshow
I recently attended a conference where the CIO of a
significant organization told me how his team was saving money using videoconferencing and
collaboration tools instead of traveling to meetings.
Do you perceive any irony there? Both The CIO of a significant organization
and I (and a few hundred others) - people who clearly understand the value of
telecommuting and on-line collaboration tools - felt it worthwhile and valuable
to take the time and bear the expense of traveling to a multiple day
conference. Does that make us
hypocrites? No, not at all.
To help explain this I’m reminded of one of my favorite
quotes of HL Menken (and I’m paraphrasing here) that all complex issues have
answers that are clear, simple and wrong.
To be living in an age where technology is able to support more business
activities than ever before, and in an economic environment where every
expenditure needs to be justifiable, to simply parrot the easy answer “no
travel, use technology” does not exhibit any wisdom.
As I’ve mentioned in prior blogs – despite what video
salespeople may tell you - videoconferencing, telepresence, web-meetings or
whatever the collaboration tool du-jour do not prevent most needed air travel –
and they certainly don’t prevent travel to conferences.
Industry conferences - and specifically technical
conferences - are an absolute essential nowadays. Technological change is moving at an
unheard-of pace. At a recent press
conference I attended, Gary Shapiro, the President and CEO of the Consumer
Electronics Association, pointed out that some technology firms are adopting an
“innovation cycle” of only nine months.
That means that a product is conceived, designed, manufactured and sold
all in a nine month period. Imagine what
that does to an organization that used to depreciate their technology in five
to seven years. Any organization that is
not aware of the changing trends may never recover – especially if a competitor
of theirs is aware.
Technical conferences can’t be replaced by conferencing technology,
as the reasons we attend them can’t be reproduced remotely. I see the top five reasons to attend these conferences
as:
1. The ability to network with peers and
exhibitors from other firms and locations
2. The ability to discover industry trends
3. The ability to find out about products and
vendors one was not aware of
4. The ability to compare features and
benefits amongst different brands of products
5. The ability to attend manufacturer agnostic
formal and informal training across a broad range of subjects
We owe it to our employers and/or clients to keep our
edge – to maintain relevant knowledge and expertise within our chosen
industry. Attending conferences is the
best and usually the most economical way to accomplish that.
So the next time a client or supervisor of yours suggests
you save money by not attending a conference, tell him or her it would save
even more money if the firm goes out of business – because it might as well do
just that if it chooses not to remain up to speed and relevant. Better yet, email them a link to this
blog. I’m happy to do every public
service I can. And check out my page - www.danto.info – to see what the next
conferences I’m going to will be (at the bottom of the page.)
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This
article was written by David Danto and contains solely his own,
personal opinions. David has over three decades of experience providing problem
solving leadership and innovation in media and unified communications
technologies for various firms in the corporate, broadcasting and academic
worlds including AT&T, Bloomberg LP, FNN, Morgan
Stanley, NYU, Lehman Brothers and JP Morgan Chase. He now works with Dimension Data as their Principal
Consultant for the collaboration, multimedia, video and AV disciplines. He is
also the IMCCA’s Director of
Emerging Technology. David can be reached at David.Danto@Dimensiondata.com
or DDanto@imcca.org and his full bio and
other blogs and articles can be seen at Danto.info. Please reach-out to David if you would like to
discuss how he can help your organization solve problems or develop a
future-proof collaboration strategy.