Every year at the Design Automation Conference (DAC), the biggest annual trade show of our industry, we are forced to wonder what to announce, what to hype, predict what our competitors will announce, and how to keep our annual flocks of visitors coming. Sometimes I feel like a magician, trying to squeeze a drop of exciting tidbit and blow it up to a slide deck. Not fun.
That is why Microsoft has decided to drop out of the annual Consumer Electronics Show (CES). Rather than not being able to innovate and trying to fake it every year at CES, it is better to drop out and then innovate-create relevant buzz when the product is tested and ready.
Trade shows, in my opinion, benefit the small companies who need a place to be hear and seen. But for the big guns, there is almost nothing to gain.
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