Developers in line for Showcase windfall

Developers in line for Showcase windfall

In a boost for the Australian developer community, exhibitors who attended September's Australian Software Showcase in Sydney are expected to make in excess of $1.3 million in sales from the event, according to a report released by the show's organiser, Australian Information Industry Association (AIIA).

According to the survey, 117 exhibitors stand to make between $47,300 and $61,100 each in the six months since the event.

These figures surprised both AIIA officials and several event participants contacted by ARN last week, who agreed that the Showcase was 'an opportunity for exhibitors to raise their profiles and form partnerships, rather than a place to find customers or make sales', as AIIA's export manager, Fleur Bayley explained.

"Part of the problem in Australia is not being aware who other local software developers are, so we considered it more of a promotion and networking exercise than anything else," Derek Renouf, director and product manager at Sydney-based Adaptive Arts said.

"We build software engineering tools and we compete with big American companies. For that reason, it was great not having them there - because, even though their products are three times the price of ours, they have more marketing clout than we do."

According to AIIA, 68 per cent of exhibitors had no expectation of making sales at the Showcase, however, only 15 per cent said they did not expect their participation in the event to lead to subsequent sales.

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