We all know how it affected to the events sector the health crisis; in fact, many predicted that the face-to-face format was over forever. The idea would be a future with virtual or, at most, hybrid networking, minimizing personal contact. It seems that the waters have returned to their course, almost three years later. Not only have large face-to-face events been organized again, but it seems that people have returned en masse to physically visit fairs, congresses and exhibitions.
To delve further into this subject, as well as the short and medium-term perspectives, Michiel Das, professor at EAE Business School, measure the pulse to the sector.
CES 2023
CES 2023 has been one of the first big tech events after the pandemicthe numbers are not bad at all: this year’s CES had more than 3,200 exhibitors, some 1,000 more than last year, and it was one of the post-pandemic events with the highest participation of attendees.
For years CES has been considered the mecca of new technology, although in this edition the crisis situation that the tech sector in general is experiencing (as a result of layoffs, cancellations of new lines of business and the search for more profitable): far from presenting revolutionary products, most of the exhibitors have limited themselves to showcasing improvements to already existing lines of business.
The highlights that have been presented have been:
- Delta Airlines will offer free Wi-Fi to its SkyMiles members on most domestic flights.
Amazon opened orders for its “Ring Car Cam”, a device that records everything while you drive, but also if it detects a theft. Garmin also introduced a GPS camera with automatic accident detection for $400.
Lenovo introduced the Yoga Book 9i, the first full-size OLED dual-display laptop, enabled by a focused feature set to support creative works. - bmw presented the iVision Dee concept caran electric sedan that changes color thanks to its exterior panels.
The common thread in many presentations was the focus on the sustainability of the products and solutions presented, and how the tech sector can also provide solutions to combat climate change.
With 115,000, it has fallen short of its 2020 record before the pandemic (170,000). For what is this? We can mainly attribute it to two reasons. Being one of the technological events with the greatest global impact, there are many international exhibitors who want to be present. In several countries they are still having serious problems due to COVID-19, so it has not been possible to travel abroad. This was especially the case for Chinese tech companies, which until recently had several restrictions on leaving their country as a result of the Chinese government’s “covid zero” policy.
On the other hand, several exhibitors canceled their participation as a measure to curb your expenses, since inflation and poor results during the last semester forced large technology companies (Google, Amazon, etc.) to make adjustments to their workforce and their new business lines. The current trend among investors is a greater focus on profitability, which is why many companies have no longer wanted to continue with risky investments in technology if there is no solid business plan behind it. This focus on greater profitability and cost control has also caused less interest on the part of the participants in traveling to the event (because of the high cost involved).
Additionally, after two years of the pandemic, the use of videoconference solutions has also spread more and more, so it is no longer necessary to be physically present at the event to learn about the latest news and/or network.
Is Covid still a factor when deciding on assistance? Is it still as attractive as a few years ago for companies to participate in face-to-face fairs? Yes, I think that in this edition the COVID-19 still had an impact on the numbers of participation in the event, but that will be less and less a determining factor (since the only country that still followed a “zero covid” policy was China, and just two weeks ago they decided to open their borders again).
However (and as I also mentioned in the last point of the previous question), as a result of the COVID-19 pandemic, many companies and event organizers chose to carry out virtual events, and this modality is even now being maintained as complementary option in face-to-face events. To give just one example, CES 2023 was also broadcast digitally, so you no longer had to be physically in Las Vegas to follow the latest news. The advantages are several: on the one hand, event organizers will be able to attract an audience that would normally not be able to attend such events for various reasons, and on the other hand, exhibitors will have the possibility of reaching an even wider audience.
As a result, I believe that face-to-face participation in most events will not exceed pre-pandemic levels, but by having an increasingly hybrid character, it will also offer more possibilities (both for organizers and exhibitors) to reach an ever-wider audience (and who may be following the event from anywhere in the world).
Of course, the main challenge that face-to-face event organizers have is to continue encouraging exhibitors to physically come to the event. At CES it is solved with special packs for exhibitors where presence at the event is combined with visits to leading companies in Silicon Valley, for example.
Mobile World Congress 2023
What is the expected attendance at the MWC in Barcelona this year? And its development as the first unrestricted edition in 3 years? it’s possible that attendance is lower than in previous years due to the COVID-19 pandemic and travel restrictions that may be reactivated if there is another significant wave of infections.
On the other hand, the focus on containing expenses that many companies are now following may also affect the participation of exhibitors (especially at 4YFN, since startups are suffering more from the effects of controlling their cash very well and will have to start cutting costs).
Finally, and very much in line with CES, so far no major product introductions have been announced revolutionary, so there will be less expectation also by the participants of the event (and I think that many will wait until the last moment to decide whether or not to go to the event).
What needs to happen for it to get close to its 2019 record of 109,000 attendees?
- On the one hand: that the COVID-19 situation is more controlled with fewer travel restrictions for companies that want to attend the event.
- On the other hand: that the situation at the macroeconomic level is more controlled, with more controlled inflation, which will allow more investment in new technological advances (despite the fact that they may give less profitability in the short term).
Is it feasible, in general, for face-to-face technology events to return to pre-pandemic figures? No, I think that face-to-face participation in most of the events will not exceed pre-pandemic levels, but by having an increasingly hybrid character, it will also offer more possibilities (both to organizers and exhibitors) to reach an increasingly broad audience (and who may be following the event from anywhere in the world).
