Montgomery Africa and Imago Techmedia have cancelled the second edition of the IP Expo technology trade show in August.
 
The pair cited economic conditions for the decision, claiming many information and communication technology (ICT) vendors and resellers whose technologies were on show have cut their advertising budgets.
 
Montgomery and Imago launched IP Expo Africa at the Sandton Convention Centre in South Africa on 15-16 November 2011. Montgomery Africa MD Damion Angus said the cancellation was a disappointment after a successful début last year.
 
“This has been particularly frustrating as the response to the inaugural show was so positive,” he said.

According to Imago MD Hugh Keeble, pressure on global marketing budgets is making it difficult for vendors to focus on developing markets such as South Africa. He also suggested IP Expo Africa was ahead of its time for the South African market, given its focus on the still-emerging technologies of cloud computing, IP infrastructure and virtualisation.

“It’s taking time for South African businesses to catch-up with concepts like cloud computing, virtualisation and data networking, which are mature market concepts,” Keeble told EN. “It wasn’t that we weren’t prepared to ride the wave and invest in growing an emerging market. We haven’t written the idea off, but we will wait for a better environment to launch back into.

“We want to create the leading IT African show, and as that isn’t possible at this stage, we decided to cancel it. We have the relationships with the vendors, but we have to be honest about what we can deliver.”

IP Expo was first held in the UK in 2006 and reported a 30 per cent visitor rise in 2011, along with a 20 per cent year-on-year increase in exhibitors to 260. Keeble said the next London show will chalk up double-digit growth for the fifth year in a row, consolidating its market-leading position within the UK IT industry. 
 
Imago also partnered with easyFairs last year to launch the IP Expo brand into Europe, holding its first European edition in Sweden in May. Keeble said the event attracted 4,000 visitors and more than 80 vendors, accruing more than €500,000 in revenue.
 
Pictured (from left): Imago’s Hugh Keeble, Apple co-founder Steve Wozniak and Imago’s Mark Steel
 
Got a story for Exhibition News? Email us: exhibitionnews@mashmedia.net