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ITEX 2003 Imaging Technology Innovation, Education & Inspiration

14 Mar, 2003 By: Alicia Ellis imageSource

ITEX 2003 Imaging Technology Innovation, Education & Inspiration

ITEX 2003: Imaging
Technology Innovation, Education & Inspiration By Alicia Ellis

The third annual
ITEX 2003 Imaging Technology Education & Exposition held on February 5 to 7
proved, once again, to be the industry's technology leader with seminars,
speeches, and showcases for today's challenging copier/printer market.

With the support of
platinum sponsors Electronics For Imaging and Laser Imaging International in
addition to contributing sponsors IsIt Docimaging.com, OnBase Document Imaging,
CAP Ventures, and CompTIA, the ITEX show saw a 15 percent increase in attendance
this year over last year with more than 130 vendors showcasing the latest
products, softwares and technologies for the imaging industry. With the support
of sponsors like

Venturing Ahead

The show began on Wednesday with exhibitors arriving to set up their booths on
the show floor and three full-day workshops for die-hard attendees.

To show dealers how
to establish a profitable solutions and support business to put them ahead of
the competition and position their company to maximize future revenue and profit
opportunities, CAP Ventures offered a Dealer Business Forum entitled The
Industry, The Future, and How Your Dealership Fits In
which was broken up
into eight classes given by key directors at CAP.

Charles A. Pesko,
Jr., Managing Director of CAP Ventures examined the current state of the office
equipment market and provided a market forecast for the next five years in his
keynote entitled Current State & Five Year Forecast For The Office Equipment

The Changing
Business Model For Office Equipment Dealers
saw Charlie Corr, Group Director
of CAP Ventures, examining the changing business model for office equipment
dealers and providing dealers with an alternative to traditional benchmarks
based on recent CAP Ventures market research.

Rick Clayton,
Director at CAP Ventures, reviewed the results of a landmark research project
conducted by CAP Ventures in his seminar entitled Color in the Workgroup: The
Next Frontier
. The seminar offered insight into how office products dealers
could position themselves to take advantage of this tremendous opportunity and
how to develop a sound strategy to maximize the opportunities for increased
revenues in this growing market.

Along with Clayton,
Joel Mazza, associate director at CAP Ventures offered a class entitled the Roadmap
To Service Success: Making The Transition
which reviewed how service
departments could maximize revenues by becoming a full digital support
operation. The class offered new ways that service organizations would reduce
costs, increase productivity, and improve customer satisfaction by using new
diagnostic tools to predict product failures and often fix the problems from a
remote location.

Where Are The
Pages Going? A Look At How Page Volumes Are Shifting Among Devices
Charlie Corr, examined not only page migration between printers and copiers, but
will also provided insight on the evolving opportunities in the document

Joel Mazza again
took the stage with A Review Of The Top Solutions That Sell which
identified the leading software solutions targeted toward general office
environments, including entry-level scanning and document management
technologies as well as account tracking and security solutions for network
output devices.

With the adoption of
digital technology, end users are looking to dealers to provide more than just
copiers. Companies want a full service provider that can integrate copiers,
printers, and document solutions. A customer panel entitled Understanding
Your Customers' Changing Requirements
and led by Rick Clayton brought end
users together to discuss how they have approached the task of evaluating and
acquiring digital systems and solutions and what they expected from a provider
in terms of needs assessment, procurement, and after-the-sale support.

Concluding remarks
by Charles Pesko summarized the lessons learned and discussed ways that dealers
could implement the day's information to build their businesses. "The class
was well worth the time," said one attendee as he left the classroom.
"This class gave me a lot to think about and really focused on the issues
that are affecting our industry," said another.

Technical Training

Two other full-day seminars focused on the technical aspects of imaging
technology. Don Thompson, president of Don Thompson/GRC spent Wednesday teaching
attendees about the inner workings of the Hewlett-Packard LaserJet 4600. From
facing common service problems to extending the lives of consumables, attendees
went home with a newfound knowledge, ready to tackle any job with confidence.
"Don taught us more about printers than just the HP," said one
attendee. "He gave us practical skills that we can use everyday."

Hector Zuniga from
Laser Tech Plus spent a full day teaching attendees about how to add printers
and printer service to existing dealerships. Students learned how to compliment
their existing service departments to include a profitable printer service
center. "We explored many issues, including how to locate suppliers, using
the web, and marketing a printer service center," said an attendee.
"This class will be useful as our company grows."


For those who chose not to attend the full day classes on Wednesday, Thursday
was the official start day for the ITEX 2003 show and exhibition.

The Tropicana was
abuzz early in the morning as more than 130 exhibitors raced to finish last
minute changes to their booths and attendees flooded the hotel to register in
time for the first of many Power Hour sessions being offered.

The show floor
opened on Thursday at 10:15 a.m. to oohs and aahs as attendees streamed in to
get a look at the latest products and solutions for the industry. Exhibitors
came from as far away as India hoping to attract dealers to their booths with
sample products, displays and show specials.

The OEM Village,
located on the show floor, was always busy with Minolta QMS, Oki Data, KIP
America and Xerox showcasing their latest products, offering demonstrations and
answering questions. An e-Solutions Café gave attendees a place to network and
discuss the latest web-based products.

As networking and
sales negotiations were encouraged at ITEX, talks between dealers and exhibitors
as well as exhibitors and exhibitors played a big part of the show's success.
Deals were struck and contracts signed throughout the entire two day exhibition.

Endless Learning

Power Hour sessions were offered to attendees three times each day with a choice
of six classes per session. Sessions were divided into service, industry
information and sales strategy categories with a number of classes on each
section. Many classes were filled to capacity with attendees eagerly
participating in discussions well after the class was over.

During exhibit hours
and in between Power Hours, attendees were treated to a variety of learning
techniques and product introductions through ITEX's Technology Hot Spots and
Presentation Village.

Fourteen Technology
Hot Spots were located throughout the tradeshow and identified by a Hot Spot
logo in front of an exhibitor's trade booth. These Hot Spots were hand selected
by Imaging Network for their technology-driven products that give dealers the
opportunity to increase profits and branch out vertically into new markets.

ITEX's Presentation
Village offered four fifteen-minute product presentations delivered each exhibit
day throughout the lunch break. Because ITEX served lunch to attendees free in
the exhibit hall, dealers could grab their plates and pull up a chair for an
informative lunch.

A Global Vision

Tom Johnson, President, CEO and founder of Global Imaging Systems spoke to a
standing room only crowd of over 400 vendors and attendees. As the keynote
speaker, Johnson quickly won over the audience by unequivocally stating,
"We are involved in the greatest business in the World."

Addressing the
audience about Global Imaging, Johnson stated that, "a simple business
model is the backbone of Global's continuing growth and success. To be
successful you must work lean and mean. Focus on doing what you know how to do
in your own geographical area. Keep moving the bar up. Make a commitment to
being committed."

Johnson stressed the
need to follow high ethical business standards and feels that selling to the
middle market creates stability to the dealer. Entry level, low end and
networkable selling opportunities allow us to make fair profits and grow with
emerging small businesses. "Let IKON, Danka and Xerox go after the national
accounts. They can fight over the no profit deals."

ITEX's keynote
speaker went on to dispel what he feels to be commonly heard incorrect business
assumptions. This Harvard Business School graduate went into specific detail
about how the global business model is overcoming the following current myths of

Myth #1 Digital
means less money

Myth #2 Bigger is better

Myth #3 Consolidation is cheaper

Myth #4 IKON and Danka will put the rest of us out of business

Myth #5 Our business model will become printer centric

Myth #6 Major account business is the place to be

Johnson stressed the
importance of protecting the source of after market service revenue that can
provide 80 percent of the dealer's profits. He emphasized the importance of the
small business owner to keep your hands in the business.

"If you walk
away from the day to day operations, so will your profits," Johnson said.
"Make sure the work that is done is properly and promptly billed. Keep
internal costs down. Each department must be accountable for minimum acceptable
standards of profitability. You need specific tools (standards) to measure
success. You must continue to raise the bar to create growth. It is imperative
to reinvest some of the profits back into the company. The dealer's passion must
be a sincere desire to increase our customer's productivity. Your customer's
growth provides the dealer's stability."

Several dozen
attendees of Johnson's ITEX keynote address approached the podium at the end of
his talk. Johnson took the time to answer specific questions, greet old friends
and share a few additional bits of wisdom. Johnson's insight was echoed
throughout the course of the show with attendees continuing to comment on
Johnson's candidness and insightfulness of his remarks.

All Work and No Play…

In addition to the classes, the keynote and the exhibition, ITEX was not without
fun, and plenty of it.

A vendor cocktail
party thrown by ITEX started off the festivities on Wednesday evening to thank
vendors and offered the first of many networking opportunities. Keith Harris of
Surplus Toner sponsored a fun-filled cocktail party on Thursday evening complete
with a trivia game hosted by imageSource magazine's own east coast sales
manager, Bob Abel. Winners received prizes including gift certificates and

Each day of the
exhibition, Imaging Network held a cash raffle handing out $500 a pop to one
lucky attendee. In addition, individual vendors and Presentation Village
exhibitors also held raffles giving away prizes including digital cameras,
X-Boxes, MP3 players, and a PDA. In a surprise twist, one lucky attendee,
Guierrmo Meli, actually won two raffles from two different vendors within five
minutes of one another.

ITEX also handed out
awards to exhibitors for excellence in a number of categories. Katun received
the Best Use of Space award; Keith Harris/Surplus Toner received the award for
the Best Giveaways; System Magic received the Advisory Board's Award; ABBYY
FineReader 6.0 received the Best New Product Award; and Laser Imaging received
the award for Most Creative Booth.

"Each year we
strive to be better than the last," said Marc Spring, president of Imaging
Network and ITEX show founder. "We're already making plans for next year's
show with some exciting changes and even more solutions for dealers wanting to
grow their businesses."

For more information
on the 2004 ITEX show, call 954.453.0700 or visit www.itexshow.com on the web.

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