As every year two months into a 2009 some 20 000 people, experts in Embedded Systems gather to attend the show, to visit suppliers, potential vendors, hear what is the newest and most-in in Embedded Systems Industry. Rich conference program, international industry leaders gather to present and discuss especially in this year also industry problems and strengths,
The show is a going success story ever since it was moved from Stuttgart and onto this medieval trading post on cross roads from Moscow to Paris and from Scandinavia to Rome.
Some dry facts may shed the light on its role in Europe: Almost 700 Exhibitors, over 40% from 31 countries makes it truly international. The display area reached this year 16 000 m² (160 000 sq ft).
This year Embedded Award paid tribute to especially innovative products in the categories of hardware, software and tools that are unique and future oriented. Prize-winners:
Category software: Coverity (Bolean Satisfiability: Next Generation of Static Analysis)
Category Tools: Express Logic (Eclipse-based IDE for Embedded Development)
Category Hardware: Texas Instruments (Leadership in Ultra-Low-Power Space MSP430F5xx)
Besides that the conference featured 20 Hands-on Classes and 24 Sessions. On the side and in a nice addition an Electronic Displays Conference took place at the same time.
The writer is participating in each years edition from early 90’s and it is easy to say that the show is getting more and more international. It is a top notch High-End knowledge transfer and exchange place.
Sessions were particularly interesting and considering circumstances well attended. They included, Network and Wireless technologies, Multicore Processing and Memory in Embedded Systems. In addition Cryptography and Embedded Security is pulling small crowd. GUI and System-on-Chip are now a staple fair for developers. Large group was addressing Automotive Applications, still, but we all know how the industry is suffering, and their suppliers must account for delayed or for now cancelled projects. Some positive success is Inova Semiconductors, as Robert Kraus (CEO) is mentioning the new project with APIX his company did for BMW 7range. More cars/models will certainly follow soon.
Interesting announcements and papers presented was on cPCI Plus: Intel was talking about Serial Buses and their role for cPCI+. There were several
EW is comparing positively to both CeBIT (20% attendance drop) and to Hannover Messe which is expected to gather as much visitors as in the year 2007 (according to Mr. Pech). It is true that some big companies, especially from US were missing this year. Some have shared both with local distributor, like GE Fanuc. Fortunately start ups and foreign companies filled halls with own wares.
Joe Primeau, Sales Director at Acromag was very pleased with this year’s outcome. “We work with our partners in EMEA for over 20 years. This year we are showing a new PMC based modules with advanced
customizable Virtex-5 FPGA with PowerPC on it. New solution for off-loading the CPU and saving on power consumption and adding on flexibility in resource usage. Conductive cooling extends greatly the range of suitable applications. We have made the show extremely productive for us and for our partners. We have conducted our International Sales Meeting EMEA in the elegant Grand Hotel Le Meridien with all Channels participating. It is The Show-to-be in EMEA, we are definitely going to be back next year”.
Ulrich Gehrmann, (Chairman) was stressing the importance to Kontron, of the Embedded Server business acquired last year from Intel. The deal stresses close relationship to Intel and positions Kontron on the top of a much selected list of companies with access to the CPU technology.
Olga Sinenko, CEO of RTSoft, in frank conversation said: “We have been at Embedded World almost every year, we see changes and we see progress, even now. Our market position is very good, the crisis, it must be acknowledged is hurting some of customers. Over all we have indentified several new markets we are expending into and are moving in right now, we support our loyal markets and we try to be helpful as much as we can. We see a serious growth in those selected segments of our market now.
Mads Poulsen, CEO of RECAB: “we are here because we meet vendors here, competitors, channels and some of our clients as well. It is a great show for this industry”. Sure RECAB has also shows closer to home that are used to meet customers and draft a common road map for future projects very like the shows here.
This idea of Messe as a means of drawing common future between Vendor and End User has its roots perhaps in medieval time markets in Central Europe. Manne Kreuzer of Markt&Technik, a German language Embedded Weekly makes his case and argues the reason why most successful world trade exhibitions are German based. He claims that Messe (German for show or exhibition) is the place where “common future of similar minds” is that reason for success. According to some the difference is that Messe is really a Fair, where one can place and take orders. Having exhibited for over 20 years in EMEA the writer tends to agree that Messe is something more that Fair, this is why meetings here take much longer than the usual 15 min. calls. Why there are back rooms for private chats with well supplied bars, hot sausages, sandwiches, beer or Sect and much more. There are even boat parties on the Rhein (as in Düssledorf Fair) next to a Fair grounds, with bands and paid entertainers. All geared to cater the customer. Messe is where Vendor reassures End User/ OEM that his Road Maps superimpose on OEM’s needs for years to come. And apparently Germans excel in that as success of their Fairs proves. It must be something in that I would agree. Embedded World in Nuremberg is such a fair in its prime regardless of crisis.
True, some vendors have cut on expenses this year, the red Ferrari has disappeared from my friend’s booth, some beer dispensers, pop corn machines also, less freebees available for take home, only one (British) vendor was giving balsa model planes for free. Every one much watch expenses on this hour, media have been less visible. Some large vendors are missing this year, mostly from States, who used to come each year.
Another obvious thing is coming out while meandering between vendor booths: proliferation of standards. It see every vendor tries to create and peddle his “open standard” to others. Some new standards are feeble solution; many lack the required eco-systems and fail to reach a critical mass to launch successful growth.
Stackable USB is a good example, promoted by a strong vendor, who is seeking to propagate the so far a specification instead of a standard. But miniaturization is the daily subject and part of the future of any standard.
One technology still in search of a market is uTCA. Many vendors present at EW argue that NOW they DO have projects and have found suitable Application. But even those biggest ones have admitted privately they repeat the same claim for 4 years running. I could understand the technology is looking for application first couple of years, but 4 years? It is complex, offering much more that we see in specs from the industry, redundancy, high availability and hot swap it is nice, but it is too much for still sufficient technologies that are either cheaper or easier to implement, without all the Management “Over”-Layer.
All in all, I am looking forward to this year of turbulences, fiascos and successes, and to the next year edition of Embedded World in Nuremberg.
Stefan Baginski
March 2009
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