Mike Blackman: “ISE has become an essential event for end users and the integration channel”

The executive director of Integrated Systems Events, Mike Blackman, advances the news of ISE 2020, while analyzing why this event has become the “must-see” event for both users of AV technology and for professionals in this industry and integration.

Integrated Systems Europe has experienced year-on-year growth since its inception. As has happened in other editions, will ISE 2020 be the biggest and best yet?

Without a doubt. At the last ISE we had more than 81,000 visitors and we expect more in 2020. In 2019 we had 56,100 m2 of net exhibition area, and in the 2020 edition it will increase by more than 800 m².

Two important changes this year are the expansion of the much larger and more permanent pavilion 5, while pavilion 14 will be home to the new Innovation Zone; an area specially designed for companies that are new to ISE to showcase their technology. In addition, the ISE Main Stage theater will also relocate to Hall 14 and offer a full program of ISE leadership and best practice sessions, Avixa y give in.

Following the success of our spectacular videomapping at the nhow Hotel during ISE 2019, this year there will be another exciting projection showcase in another space in the hotel complex. Amsterdam RAI. This year's keynote address will be given by Duncan Wardle, former chief innovation and creativity officer at Disney. He has some really interesting ideas about how all businesses can harness their resources of imagination and creativity, and I'm looking forward to hearing what he has to say.

What is the new proposal in the conference and professional development program in this edition?

All the conferences that were held at ISE 2019 will return in the 2020 edition: smart buildings, XR, digital signage, digital cinema, hospitality, visitor attractions, stadiums and professional audio, in addition to the two conferences What’s Next…of Avixa, focused on business and higher education.

Plus, we have two new ones: the Control Room Summit and the Cedia Design and Construction Conference. As in the 2019 edition, many of the conferences will be held at the Okura hotel, near the Amsterdam RAI. In addition to the conferences organized by Avixa, there are also those held at its stand, with sessions FlashTrack twenty minutes long.

Cedia also has a four-day program of training sessions, starting on Monday (February 10, 2020) with a workshop on cybersecurity, as well as offering free talks at its booth.

ISE has had upward growth since the beginning, what are the challenges presented by a competition that has become so large?

One of the most important is to ensure that visitors can easily locate what they are looking for, and that relevant exhibitors can be easily found. One of the ways we have addressed this issue is by creating six technology zones – for audio and live events; digital signage and DooH; education; residential buildings; smart buildings, and unified communication.

These technology zones allow visitors to quickly locate how to find the most relevant technology and product trends for their interests at the fair. The ISE app has been a huge hit with visitors, and its guidance and route finding features are a key part of this.

How has the average profile of ISE visitors changed over the years?

When we started our audience was almost exclusively made up of system integrators and other AV channel professionals. Increasingly, however, the show has become a destination for end users; Our exhibitors want to interact directly with them, as well as meet their existing and potential channel partners.

Currently, we can assure that ISE has become a "must-see" event, both for end users and for the channel, which they must attend.

And what has been the formula to make ISE more attractive to end users?

Over the years we have substantially grown our conference program as end users have told us they get enormous value, not only from the opportunity to speak directly with manufacturers and learn about the products and technologies that will shape their companies' AV strategy, but also to network and learn from industry experts and their business partners.

Our Special Interest Groups program (Special interest group) is designed to attract attendees from key vertical market sectors to ISE, helping end-user technology buyers meet technology providers and solution partners.

This program is the result of formal agreements between ISE and a variety of associations, companies and consultants, and is designed to meet the information needs of executives attending the event, with planned booth visits, presentations, networking events and dinners.

You have pointed out the training sessions of the Avixa and Cedia organizations, but what is your role with ISE?

It's easy to explain. ISE is owned by Avixa and Cedia, two trade associations focused on professional development, so education and training have always been an important part of the show. Another priority for both associations is to reach beyond the industry, to other interested parties within audiovisual projects.

Establishing and granting professional certifications plays an important role in establishing the expertise of the industry as a whole, as well as demonstrating the competence of the people who work in it.

Avixa and Cedia are of great importance in helping to deliver the extraordinary visitor and exhibitor experience that ISE has become, setting the tone and themes of the event and helping us to continue developing and creating increasingly attractive content, both for our channel and for end users in vertical markets. Both associations provide a wealth of market intelligence, guidance and education initiatives, as well as many thought-provoking development opportunities.

What technological trends should visitors attending ISE 2020 take into account?

Empezaremos a ver cómo la inteligencia artificial (IA) impregna un gran número de aplicaciones AV. Ya se está utilizando en la señalización digital, pero muchos ven oportunidades en otras aplicaciones centradas en el cliente, como hospitality. Esta tecnología también se está utilizando para mejorar la calidad de las reuniones y la colaboración.

Creo que ISE 2020 proporcionará la evidencia del crecimiento del mercado de pantallas Led, que tienen ventajas sobre el LCD y los precios están bajando rápidamente; también será interesante ver el progreso de la tecnología OLED. Los visitantes también deben estar atentos a las nuevas generaciones de proyectores para aplicaciones específicas, y en audio la tendencia es el sonido basado en objetos.

En el año 2021 el certamen se celebrará en Barcelona, por lo que la edición 2020 de ISE será la última que acoja el Ámsterdam RAI. ¿Qué sentimientos surgen al respecto?

La RAI ha sido una gran sede para nosotros desde hace más de una década, así que, por supuesto, hay algo de tristeza y me iré con muchos buenos recuerdos que hemos vivido allí. Nos ha servido muy bien y ha sido parte de nuestro rápido crecimiento para convertirnos en el mayor evento audiovisual profesional del mundo. La desventaja es que nos hemos vuelto demasiado grandes para un centro de convenciones del tamaño y las instalaciones del RAI.

Sin embargo, también estoy emocionado. Fira de Barcelona es una instalación fantástica y un espacio mucho mayor, que se ubica en un destino muy atractivo. La mudanza no se trata simplemente de aumentar el número de expositores: se trata de ofrecer una experiencia de mejor calidad a nuestros expositores y visitantes.