TAITRA targets ME exhibitors

TAITRA, the organisation behind Computex, the world’s second largest IT show, has urged Middle East companies to use next year’s event as a springboard to the booming Asian market.

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By  Joanne Bladd Published  November 21, 2006

TAITRA, the organisation behind Computex, the world’s second largest IT show, has urged Middle East companies to use next year’s event as a springboard to the booming Asian market. Speaking at a press conference, where Computex 2007 details were unveiled, Walter Yeh, executive vice president of Taitra, said: “Computex provides a transaction platform. "We have a long, established relationship with the (Asian) market and Middle East companies should see Taiwan as a stepping stone.” With China boasting one of the world’s largest PC markets, rivalled only by the US, a bridge to the Asian industry is an attractive prospect to regional firms. And Computex 2007, reports Yeh, plans to maximise the commercial opportunity for its Middle East exhibitors. “Computex is a transaction platform. We promote trade, from arranging trade appointments, to events for buyers to commercial tourism packages for buyers and their families.” The number of non-trade visitors is limited, thereby, helping exhibitors to latch on to prospective buyers and, potentially, big budget sales. “We focus on B2B, not the consumer market,” Yeh said. “Our visitors come to buy.” On the basis of the show’s 2006 figures, it’s a successful formula. Computex reported more than US $12.5 billion in on-site sales, alongside a record 130,000 visitors and more than 30,000 overseas buyers, putting the show second only to CeBIT in terms of international ranking. By 2008, Yen reports, the show aims to house more than 100,000 sq ft of exhibitors, making it the largest in the world. “Taiwan is a small country, but we’re a big IT industry,” he explained. Middle East companies hoping to make it big in Asia only need look to Taiwan-based success stories such as Acer for encouragement. From relative obscurity outside its home turf of Asia, Acer has rapidly expanded within the global IT industry and now controls an estimated 5.9% of the computer market. A key element of Acer’s success has been its low prices; a result of outsourcing its manufacturing via Taiwan-based contract producers to China; and its focus on markets such as China and Thailand.

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