Organizers Not Happy With Our Article on Powering the Cloud Event
63 booths they said, not 53
By Jean Jacques Maleval | October 24, 2014 at 3:09 pmFollowing our article, 53 Sponsors Up to Now for Coming Powering the cloud Event in Frankfurt, Lowest figure since 2007 for more German oriented show, we have received this letter from Thomas Standley, group show and digital director, Powering The Cloud (Frankfurt, Germany), Cloud Expo Europe (London, UK).
Firstly and foremost, the numbers in the article are not correct – CloserStill Media acquired this event very late in the show cycle and had just 5 months to turn it around, which we have done – growing the event from just 12 exhibitors (well behind where it would typically be) when we acquired it to 126 today.
The main overriding reason a number of the 2013 exhibitors did not return for 2014 was because the event was not delivering enough end-users and had too many storage industry attendees present (when it was run by Angel Business Communications), rather than prospective customers; this is why CloserStill Media invested heavily in a huge end-user/enterprise/mittelstand marketing campaign. The hard work is paying off, with hugely positive preregistration numbers and quality – we’re expecting the exhibitors to see a notable increase in quality visitors, from end-user organisations and we also have a dedicated service provider marketing campaign.
At all of CloserStill Media’s events, including our industry leading Cloud Expo Europe, the majority of end-user attendees come from the country the event is located in. We market the event far and wide and we also have a dedicated VIP marketing team – we are very good at marketing events and have won many prestigious industry awards. All our shows are growing their attendee numbers year-on-year and we even independently audit our numbers – ensuring exhibitors and the press get true attendee numbers – we believe in transparency. At Powering the Cloud 2014 we are expecting a big increase in attendee numbers, and importantly for the exhibitors, including the storage vendors, a huge improvement in the quality of the attendees.
Also, this article is factually incorrect. Powering the Cloud 2013 incorporated data centre exhibitors too and had 72 exhibitors sharing 66 booths – however, 11 of these were data centre focussed. Powering the Cloud 2014 alone has 63 booths, home to 67 exhibitors and this is before you add in Data Centre World, which has 62 exhibitors, bringing the total number of exhibitors at the event up to 126. Exhibitors are also investing more money in their stands, with stand space up from 474m² to 1,093m² of exhibition space, a huge 130% increase.
The article also talks about the keynote track, but neglects the other tracks the events offers, where we have 67 English language presentations in the programme, and importantly for the storage industry, a dedicated Storage Innovations track hosted by SNIA Europe, with 14 English language presentations over the 2 days.
IBM is the event’s VIP Sponsor taking a 240m² VIP Lounge at the heart of the exhibition, with full IBM branding. There is very little difference this year in how storage firms are represented, once gain by the same teams that supported the event in 2013 , they will be here this year.
We are not building Powering the Cloud to compete with Cloud Expo Europe, they both have an important place in regions they serve. However, CloserStill media is committed to growing the international storage representation at Powering the Cloud and you will see this develop in 2015, when the event’s team has 12 months (rather than the 5 we had this year) to shape and mould the show into a bigger cloud and storage event, it will grow in physical size and by number or exhibitors and sponsors.
Every way you look at the event it is bigger and going forwards is well positioned to grow substantially.
Powering the Cloud and Data Centre World Exhibitor List, as of 22/10/14
1. Adaptec by PMC
2. AIC
3. Alfa Laval / Low Speed Ventilation
4. Allied Telesis
5. Amazon Web Services Germany GmbH
6. ANEXIA Internetdienstleistungs GmbH
7. Anixter
8. APC
9. APTARE
10. ATEN Infotech
11. Austin Hughes
12. Avnet
13. Blancco Central Europe GmbH
14. Boston Server & Storage Solutions GmbH
15. Brand Rex
16. Brocade Communications GmbH
17. CloudFounders
18. Commscope
19. Commvault
20. Corning
21. Correct Power Institute
22. CPI
23. Data Centre Alliance
24. DataCenterVision
25. DataCore Software GmbH
26. DataDirect Networks
27. Dätwyler Cables GmbH
28. Daxten
29. Deerns
30. Delta Energy Systems GmbH
31. Deutsche Telekom AG F74
32. Dot Hill
33. Dunkel GmbH
34. Dycem Limited
35. E1E10
36. e3 computing GmbH
37. Eaton
38. ECO
39. EDP Europe Limited
40. Efos
41. Egenera Europe
42. Emulex Corporation
43. EPI Data Centre Training & Certification
44. Equinix (Germany) GmbH
45. euNetworks
46. EuroCloud
47. Exoscale
48. FalconStor Software GmbH
49. FAST LTA
50. Fluke
51. Fujitsu E56
52. Geist
53. GEZE GmbH
54. Global cloud Xchange
55. Hitachi Data Systems
56. Hoval GmbH
57. Huber & Ranner GmbH
58. HUBER+SUHNER
59. IBM VIP Lounge
60. ICTroom company
61. Idamas
62. IEClock @ Engelking
63. Imation
64. InContinuum
65. innovIT AG
66. Interoute
67. Interxion
68. intimus International GmbH
69. iTRACS
70. Ixia
71. Janitza electronics GmbH
72. JDSU
73. M+W Group
74. MAXXeGUARD DataSafety B42
75. Memblaze company
76. Micron
77. Mozy by EMC
78. NetApp
79. NFON AG
80. Nutanix Ltd
81. Opternus GmbH
82. Panduit
83. Pentair Technical Solutions GmbH
84. PoINT Software & Systems
85. PowerShield
86. ProLabs
87. QLogic
88. Quantum Corporation
89. Raritan
90. Rausch Netzwerktechnik GmbH
91. Red Hat GmbH
92. Rentaload
93. RF Code
94. Riverbed Technology
95. Samsung Semiconductor Europe
96. SanDisk
97. SAP Deutschland SE & Co. KG
98. Schleifenbauer
99. SDMO GmbH
100. Server Technology Inc.
101. Siemon
102. SNIA
103. Software AG
104. Solarflare
105. SolidFire
106. Spectra Logic
107. SpliceGroup Europe Ltd.
108. Starline
109. Storgrid
110. Stormagic
111. Stulz
112. Tata Communications UK
113. TE Connectivity
114. Teleena
115. Tintri
116. Toshiba Electronics Europe GmbH
117. Trackit
118. TRIOTRONIK Computer und Netzwerktechnik GmbH
119. TTSP HWP Seidel
120. Tyco Fire Protection Products
121. Unitrends GmbH
122. Veeam Software
123. Virtual Instruments
124. yandree GmbH
125. Zadara Storage
126. Zerto
Comments
Thomas Standley didn't see or didn't want to see that our article was only on the coming Powering the Cloud 2014, concerning storage, and not on Data Centre World at the same location and dates.
We wrote that there was 53 sponsors up to now for the coming Powering the Cloud event, and for a good reason. We got this information on October 20, 2014 from Rams Bdesha, a colleague of Standlety at the same company, CloserStill Media, organizer the show, just two days before the publication of our story. And we published the list exactly as we got it from Bresha. There is a real problem in the UK company in term of internal and external communication.
Now Standlety writes that Powering the Cloud 2014 alone has 63 booths, home to 67 exhibitors. We are happy for him.
Nevertheless, we confirm that it's lower than for the former events. It was more than 70 each year since 2010.
Reading Standlety's letter, we understand that CloserStill Media is not happy with its acquisition of the German event from Angel Business Communications and invested a lot in the coming show, but it will now have to prove that the organization on the floor will be as excellent as these past years.
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