Today we counted them, and there really are a lot of Italian exhibitors at ISE: 45, to be exact, with a decisive surge compared to the average of other years. Spread evenly throughout the various pavilions, they represent sectors and models that are also very diverse (all manufacturers, of course, with one exception and a few hybrid situations): from historic societies related to the audio world (and in Italy, as we know, there is a decent tradition in this regard), to accessories/auxiliaries (another sector with decent representation), to startups, with a focus on collaborative conferencing, to some interesting examples related to Digital Signage. And not to be biased, but we must admit that practically all of them have a certain trait, that more often than not is manifest in design, or the originality of the solution presented.
But why are there so many? What are they looking for?
From the answers received, we of course see the huge push towards internationalization (not just as a natural expansion but also as an alternative to the Italian market), but also the desire to differentiate, and not always in paths already perfectly put together. Finally, there is also the desire to be seen by the many Italian visitors that attend the Amsterdam fair and who, it seems to us, have seen even further growth this year. Would it not be simpler to be noticed at home? Perhaps, but we mustn’t forget that Italy does not have an event equal to ISE, both in terms of numbers and of the market represented; and that, at least in the current state, by now ISE has gathered the European market. But this is another story yet.
In any case, our compatriots have expressed their satisfaction with the feedback, and this is what counts in the face of investments that, considering staff, spaces and setups, can now be counted in the several tens of thousands of euro.
In anticipation of the closing, and the evaluations, we’ll wish a final “good luck” to all the Italians at the fair, exhibitors and visitors, who have invested time, money and energy in this business trip, with the objective of improving their own professional level and market position…not contenting themselves and betting on a tomorrow that is always just a little better than today.
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