Tech Trade Shows 2021: Will They Return?

The Conference Industry Faces Continued Challenges

The previous year presented significant difficulties for the conference sector, a situation keenly felt here at TechCrunch as we transitioned our events to a virtual format. Each circumstance necessitates a unique approach, influenced by geographical location, anticipated attendance, and numerous other variables.

IFA's Commitment to In-Person Events

IFA has demonstrated a strong commitment to hosting in-person gatherings. The Berlin tech show was among the few events of its kind in Europe to proceed, although on a considerably reduced scale.

Director Jens Heithecker described the atmosphere of last year’s event, stating, “Usually in late summer, there’s a special air in Berlin, and you feel it when you go out in the morning.” The event was scaled down to approximately 170 exhibitors, a decrease from the usual 2,300.

Plans for a Large-Scale Return in 2021

Despite ongoing concerns regarding COVID-19 and its variants, the organization intends to host a substantial event this year. The press release announcing the show’s return is notably optimistic.

The company announced, “With the world on course to emerge from the pandemic, IFA Berlin is set to take place as a full-scale, real-life event from 3 – 7 September 2021.” They also noted “Huge interest from brands, manufacturers and retailers across all industry sectors to exhibit, network and co-innovate on location in Berlin.”

Health and safety protocols implemented last year will be maintained. While specific attendance figures are still being determined, the organization is highlighting several new conference tracks.

“Keeping our visitors and exhibitors safe remains our highest priority,” a statement confirmed. “While we don’t anticipate IFA Berlin 2021 setting new attendance records, the trend is clear: IFA Berlin is set for a full-scale comeback, to lead our industry once more.”

GSMA Navigates Uncertainty

In Spain, the GSMA is still refining its communication strategy as several major companies have announced plans to participate in the show only virtually.

TechCrunch received the following statement from the organizers:

[*Disclosure: Verizon owns TechCrunch]

Companies including Google, IBM, Nokia, Sony, Oracle, and Ericsson have already confirmed they will not attend the show in person. Other prominent companies remain undecided, mirroring the situation leading up to last year’s event, which was ultimately canceled.

The Value of In-Person Events Questioned

The necessity of large-scale events was already under debate before the pandemic, but the shift to virtual formats has intensified this discussion. While in-person events still hold value for hardware demonstrations, many have successfully adapted to virtual settings.

However, the recent CES event highlighted ongoing challenges in effectively managing content delivery through virtual platforms.

Attendee willingness is influenced by numerous factors, including personal comfort levels and concerns about crowded environments. A return to large indoor conferences may be jarring for many.

Vaccination rates and regional pandemic management strategies also play a crucial role, as these factors can change rapidly.

Germany Tightens Restrictions

Germany’s Health Minister recently issued a warning, urging states to reimpose restrictions. “We know from last autumn what happens when we don’t act quickly,” Jens Spahn cautioned.

Additional considerations include attendee location and workplace travel policies, with many companies limiting business travel to essential trips. The definition of “essential” can vary depending on an individual’s role.

Given the potential for change, a remote-first approach remains a prudent strategy for many.

GSMA Seeks Feedback

The GSMA recently distributed an email to past attendees, asking, “Why do you believe MWC Barcelona 2021 will take place?” This message appears to be a response to reports of exhibitors opting for virtual participation.

CEO John Hoffman wrote, “To say that the last year has been disruptive is an understatement and my thoughts are with anyone who has been impacted by COVID-19. We will be about 12 weeks away from the doors opening for MWC21 in Barcelona.”

He continued, “I am not only hopeful about the future, but I am also excited about convening our ecosystem at MWC21. We recognise that not everyone will be able to attend in person and that is fine as we will augment our physical event with our MWC virtual program bringing you content from the show.”

The Future of Conferences

Canceling a major event could be severely damaging. For organizers and local governments reliant on tourism revenue, a second year of cancellation could be unsustainable. The GSMA’s initial virtual strategy during the pandemic was underdeveloped.

However, after more than a year, the GSMA and similar organizations are likely to have more refined virtual strategies. The shift to virtual events may represent a long-term change for many companies and individuals impacted by the pandemic.

Adapting to this new reality is crucial for the future of the conference industry.