What appeared to be against all odds as trade fairs were crumbling around the world due to safety fears from coronavirus, the embedded world 2020 show in Nuremberg soldiered on, and it was business as usual but at a very different pace to previous years.
Those who attended told us that while the show was relatively quiet, they had productive meetings and were able to spend more time with customers, prospects and partners who managed to make it to the trade fair. The attitude was summed up by Dipak Raval, head of sales for EMEA at Dialog Semiconductor, who told us that several customers had already confirmed meetings, so they took the decision to go ahead as they wouldn’t want to let them down by cancelling at the last minute.
Admittedly, the pace of the show was relaxed compared to any other Embedded World fair in the past. We certainly saw that executives were not rushing to get to their next meeting and gave us the time we needed to understand them better. But it was definitely a show where smaller and mid-sized companies were able to make the most of what could have been a written off marketing expense. Companies were cancelling until the last minute. I was told that dSPACE were there in the morning getting ready but all of a sudden decided to cancel and left an empty booth with a message on screen.
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