BAI optimistic about RD, despite economy
Historically known as being the premier ATM event of the year, this year's RD expo in Boston is likely to have fewer exhibitors but more interaction.
July 1, 2009 by Tracy Kitten — Editor, AMC
Economic pressures, bank consolidation, increased governmental oversight and heightened security initiatives loom, and the investments financial institutions make in new initiatives have slowed or been halted all together.
For Chicago-based BAI, the story has been similar, says Debbie Bianucci, the institute's chief executive.
BAI in 2008 saw attendance and exhibition numbers at many of its events drop off. That trend has continued into 2009. And BAI's Retail Delivery Conference & Expo, the industry's largest ATM and banking event, set for Nov. 3 through Nov. 5 in Boston, has not been immune.
Last year BAI brought in 250 exhibitors, down slightly from 2007. For this year, it's still too early to say what attendance and exhibition commitments might look like, Bianucci adds. Numbers will likely be easier to gauge by Labor Day, but if registration were to close today, the drop from 2008 would be about 20 percent.
"We'll still have over 200 companies on the floor, but many companies will be involved in other ways," Bianucci said. "We also are seeing some slowing in the decision-making process on the parts of the exhibitors. But when you consider the (industry) consolidation and the attrition, it's not surprising."
"Diebold, NCR and Wincor — those three companies are very important to us, and they have been involved for a number of years. We're still in the process of working with them on what their range of involvement will be," Bianucci said. "As far as ATM and self-service is concerned, we already have about 25 companies in that category that have signed up, so that will continue to be a very vibrant part of the show, and there's lots of interest in what's happening in self-service right now."
Diebold spokeswoman DeAnn Zackeroff confirmed that Diebold is not exhibiting. Wincor Nixdorf says it has not made a final decision, and a spokesman for NCR could not confirm what the company's commitment for RD will be.
Zackeroff says Diebold has focused more attention on webinars and symposia than large-scale trade shows.
"We've leveraged the success that Diebold continues to have with our Integrated Services symposiums," she said. "Our customers overwhelmingly responded to a more targeted approach and more intimate settings, like the IS symposiums and webinars. For us, the decision not to attend this year was not based on the economy. We've simply modified our approach to meet the needs of our customers and the industry."
Zackeroff says Diebold is planning to attend the ATM, Debit & Prepaid Forum Oct. 18-20 in Las Vegas, where Diebold president and CEO Tom Swidarski will be one of the keynote speakers.
Another big ATM name, Triton Systems of Delaware, also decided not to exhibit, for the first time in several years. Triton spokeswoman Alicia Blanda says Triton is instead focusing its attention on vendor events.
The only big-name show Triton is attending this year is the National Association of Convenience Stores' NACS Show, which runs Oct. 20-23 in Las Vegas. Beyond that, Blanda says Triton will continue to supply its vendors with corporate information and support, which the vendors can display and distribute at events.
"We do have vendors who attend shows and we support them by giving them marketing material. That is one way we continue to get our name and our brand out there without having a physical presence at the show," she said.
Other manufacturers, such as Nautilus Hyosung, say they continue to see value in RD.
"The economy has affected some of our tradeshow decisions, but we want to take every opportunity we can to get our name out there," said Nautilus spokesman Randal Lawrence.
Boston or bust?
Bianucci has heard grumblings about the venue, but argues that Boston is a location fit for the times and the event's subject matter.
"We've never had a show in Boston, but Boston is an interesting place, and it scored very high with the bankers we talked to in the United States and outside the United States," she said. "Boston is viewed as a business city that is easy to get in and out of. It's not like a resort city, and we think that is important, given the economic pressure and scrutiny the industry is under."
A shifting focus
For BAI, RD remains the one U.S. show that brings together in one place top-name presenters and top-level banking executives from all parts of the world.
"In 2010, many banks are looking at how they can come out of where they are, so this year we will focus on the future and what it means as we turn the corner to 2010," she said.
To that end, communication among executives before, after and during RD will be critical, says Alison Estrada, who is overseeing content development for RD.
"Because so many people see Retail Delivery as being so large, we are doing a lot more this year for people to interact online, on the exhibit floor and before and after the event," Estrada said. "We are trying to be more creative and help these companies reach the decision makers at the banks they are trying to reach."
To that end, BAI has developed an online community and is focusing more attention on social media, such as Twitter.
"We understand that there are many different ways to reach an audience," Bianucci said. "There are all different kinds of ways we are trying to work with these companies — ways that go beyond the historical tactics that used to be wrapped up in exhibiting at a trade show and advertising in a print magazine."
To learn more about BAI's Retail Delivery Conference & Expo, visit BAI.org.
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As a global technology leader and innovative services provider, Diebold Nixdorf delivers the solutions that enable financial institutions to improve efficiencies, protect assets and better serve consumers.
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