Kagan: The secret sauce behind ITEXPO #TechSuperShow growth

For more than nearly four decades, I have sat on panel discussions and given speeches at trade shows, corporate meetings, conferences and more. I have watched the ITEXPO #TechSuperShow grow, year after year for roughly a quarter century. So, I recently spoke with Rich Tehrani, a key leader of the event, because I wanted to learn about their secret sauce. It was a very interesting conversation. 

He said the ITEXPO and the #TechSuperShow started in 1999 with 62 exhibitors and 1,500 attendees — over the past 25 years, it has exploded. This year’s event looks to have more than 300 exhibitors and 8,000 attendees and will feature more than 400 speakers.

AI and Quantum will play a key role moving forward at ITEXPO

Tehrani said this year there are three key themes. The Future of Work. The Future of Customer Experience. The Rise of AI. This is good to see because new technology like AI and Quantum will rewrite the rules of business and life going forward. 

While I believe it is good they are focusing on these new challenges and opportunities, the problem is there are very few who really understand these new technologies and how they will change everything. 

This is something every executive needs to know. However, there is so much opinion, conjecture and misinformation all blended together, things get confusing, quickly.

ITEXPO #TechSuperShow has focus on what’s coming next like AI, Quantum

There are many new technologies like AI, Quantum, IoT, cybersecurity, wireless broadband, private wireless and more. 

These kinds of events are where industry leaders gather to discuss what is coming next, teach each other and prepare a game plan to promote growth and avoid any problem areas.

Many companies who attend these shows are clients of mine, so I have an understanding of their needs and the changing industry around them.

I stay current so I can offer advice to clients and comment here in my column and at briefings. 

Panel discussions on new and changing growth opportunities

Today, companies and executives face new challenges, new risks and the new growth opportunities because of new technology and new competition.

Companies often have booths on the show floor, and their senior executives sit on panel discussions along with me and others to discuss and explore what’s new and what is coming next. 

That being said, there are many important lessons every attendee needs to learn.

In fact, I often learn much at every event about the changing path of the industry, about the challenge of new growth opportunities and about the risks of non-action from the questions the companies ask and the direction of the conversation.

Trade shows like ITEXPO must stay one step ahead on growth curve

One thing I have learned over several decades as an Industry Analyst, columnist and advisor is that as industries change, trade shows must stay current. 

Trade shows need to create a place to debate new and transformative technology.

As an example, consider older technology like telephone and cable television service. They have both seen their growth-wave rise over decades. Then around the year 2000, that growth wave crested. 

Market share growth rises, then crests, then ultimately declines

Over the past 20 years, these segments have been losing market share and giving way to new technology and new competition in areas like wireless, broadband, streaming services and other, Internet-based tech. AI and Quantum are perfect examples.

Are we ready for this challenge? With executives, workers and customers all being confused, can you see the problem that is brewing here?

New tech like AI, FWA, wireless broadband, private wireless and more

We are seeing new technology breathe life back into the lungs of yesterday’s tired leaders. Plus, new tech is introducing many newer, smaller players as well.

New competitors have breakthrough ideas but have little name or brand recognition.

For example, FWA or Fixed Wireless Access is a technology that creates wireless broadband. This allows wireless carriers offer broadband over their networks, enabling them to compete with traditional, wireline broadband from cable TV and telephone companies. 

However, that also creates a new competitive threat to cable TV. So, today cable television companies need to find a competitive solution to this new wireless broadband threat. 

The solution for many has been the use of wireless DOCSIS broadband technology to let cable TV offer wireless broadband as well. 

Could this be a real, long-term solution for the threat to the cable TV industry? 

These are the kind of challenges all players face.

Private wireless — another industry transformation story

Broadband is only one chapter in this never-ending story of transformation, reinvention and ongoing growth.

Private wireless is another growth sector. These services give more security and protection for corporate communications. They also offer stronger coverage to companies compared with public wireless.

Private wireless can be a service offered either by public wireless networks, or from separate companies who build private networks for companies.

There are many smaller providers and larger ones as well, all trying to carve out their niche in this new growth segment.

Being seen and heard in a noisy industry

One key challenge for every competitor is the noisy industry. So many competitors and new technology raise the noise level.

This is the marketplace every company must be seen and heard. 

What is your game plan? How do you get your messages out into the marketplace of customers, investors, workers and more?

In fact, going forward I see many other, new areas which are both a challenge and a new growth opportunity for new and existing competitors.

Going forward, expect to see new ideas challenging current leadership

That is why it is key for every company to better understand what is changing and where to focus. 

Are they on the growth side of the growth wave? Or have they crested and now on the falling side? There are plenty of competitors on both sides of this coin.

The marketplace will look entirely different going forward. Companies need to understand the direction and stay with the ever-changing growth wave.

Finding new growth waves in new areas depends on creative leadership

These new areas represent a key challenge and a key new growth opportunity, simultaneously. 

The risk is real. So is the growth opportunity. That’s why some companies will grow stronger compared to others. It depends on the company leadership and their capabilities.

Today, new technology is transforming our world in ways that are bigger and more impactful than ever before.

Think about the technology we have seen rise and fall over time. The wireless industry started around 50 years ago as an analog, voice only device. Then it changed to digital and over the past few decades we have seen enormous transformation and growth.

How change-wave has impacted wireless smartphone sector over time

These changes have seen previous leadership give way to new thinking and new technology.

Example: Motorola led for decades. Then in the late 1990s, Blackberry led the next decade. This sent Motorola to the back of the list of leaders.

Next was the iPhone and Android which took over leadership in the smartphone space. This sent Blackberry to the back of the pack with Motorola. 

AI and Quantum computing now has the power to transform the industry

Today, our wireless devices can do more than ever before. That’s why we cannot leave the house every day without it being with us. In that way, the smartphone is now like our wallet and our keys.

Today, we are seeing new technology like AI and Quantum which has the enormous potential to rewrite the rules moving forward, again. 

This will impact every industry, every company, every customer, everywhere. What is your plan to lead in this new environment?

Today, we are still in the early days of this new and next generation of products and services for business and for the consumer.

All companies must learn how to compete and lead in this next generation of technology.

We need to stay current on the risks and the potential rewards this new technology presents in a local and global marketplace.

That’s part of what I expect to see more of and learn more about at this year’s ITEXPO #TechSuperShow. And in fact, every other event including MWC25 and NABshow. This will be one exciting year.