An Incredible Consumer Spectacle

March 9, 2007 Blog 16 comments

Gadgets and geeks galore at the IT Show!

I recently visited the IT Show at Singapore’s Suntec City (also known as our very own vertical Silicon Valley) to see if I could pick up a good bargain or two. It always amazes me how these computer fairs and exhibitions could attract such huge and massive crowds, all thronging the place to catch a piece of the retail action. The number of people streaming in and out are usually non-stop. More importantly, most who leave are seen happily carrying bags and even trolleys full of hardware, software and all manner of computer peripherals and accessories.

Why have these shows become such huge consumer successes? More interestingly, why are some other consumer fairs (like gifts, furniture, weddings, and health) relatively moribund while PC shows continue to draw the crowds?

First of course is the fact that such shows usually offer fabulous prices. Everybody loves a good bargain, and you can get lots of them here. What’s especially prevalent are bundled packages where the deal is sweetened with one freebie thrown in after another plus a good cash discount to boot.

Next is the publicity and advertising that such shows carry. With extensive coverage in Digital Life (a companion magazine to The Straits Times, Singapore’s largest circulating newspaper), full coverage at Hardware Zone and other geek hangouts, everybody’s bound to hear about them. Of course, you should also count in the Word Of Mouth effect that such shows generate, especially if there are breakthrough products.

These events have also evolved into technology showcases. It has become a computer circus of sorts, where the latest and greatest consumer IT products are rolled out by loud and aggressive promoters, extolling the virtues of their latest widgets at the top of their voices.

An example would be Singtel offering its latest broadband access package at a blazing speed of 10Mbps which comes with a free notebook. Another such deal – one which I personally succumbed to – was an external hard disk drive that offers one-touch backup which covers Operating System.

Finally, I believe that Singapore is truly becoming a nation of geeks. Infocomm consumption figures by agencies like the Infocomm Development Authority of Singapore show that we have one of the world’s highest Internet penetration rate. Practically every Singaporean from kids to grandparents carry mobile phones (sometimes a few each), while more are blogging, IM-ing, and chatting each day.

For me, I was one happy customer that evening, bringing home a brand new wireless modem and router, wireless USB network adapter, colour printer catridges, an external HDD, and an optical mouse. Any other thoughts on this from my fellow gadget freaks?

By Walter
Founder of Cooler Insights, I am a geek marketer with almost 24 years of senior management experience in marketing, public relations and strategic planning. Since becoming an entrepreneur 5 years ago, my team and I have helped 58 companies and over 2,200 trainees in digital marketing, focusing on content, social media and brand storytelling.


  1. I haven’t been to the IT show, and I won’t know about it if not for this post.

    It seems that I am not one of those gadget freaks, but the truth is that I hate the crowd, so I won’t go unless I have something that I absolutely need to get a good bargain out of.

  2. Hey Walter,

    I just went to the show today. Madness. Sardines… or worse. ;P

    Unfortunately, for me, I’m quite crowd adverse, so that massive jam really turns me off. I guess I’d rather pay a little more for a better shopping experience.

  3. woah..goin wireless eh bro? keke…darn I am gonna miss the IT show..hope the next one will come soon…

    oh btw..I do agree the part on Singapore becoming a nation of geeks…my nieces are already surfing around. One is four and the other is seven…woah!!

  4. You should have gone for a wireless mouse among most of your “wireless” purchases. It zaps up power, though!
    I bet your purchases qualify for some credit card promo and lucky draw 😀

  5. kian ann,

    Ha ha…. looks like you are just like oceanskies and equally crowd adverse. I normally am too, but I don’t know why something drew me there this week. Maybe its because I wanted to get something wireless which can also help my wife at her work too.

  6. jason,

    My 3.25 year old son is also hogging the computer lately! He has started to learn how to open movie and video files, including adjusting the volume and size of the screen. Also has his own set of computer games – educational of course.

  7. tigerfish

    Precisely! I almost wanted to get the wireless mouse but then you need AAA batteries to keep them alive. Figured I don’t need to do further harm to the environment which I am already doing!

  8. shucks… I miss this IT show because I had to help out in the shop. I enjoy going to an IT show but I just hate the crowd.

    I’m an impulse buyer. I will buy something that looks good during a demonstration and won’t know what to do with it when I get it home. hahaha….

  9. Tried going today, but the crowds were so bad that it took 45 mins to walk from Citylink to the convention centre lobby.

    There was a massive jam on the escalators, so I gave up.

  10. Tigerfish,

    Thanks for popping by. My main grouse with the wireless mouse is that batteries are not included! BTW, how do you manage to prepare all those absolutely delicious looking dishes? Amazing man!

  11. Hahah…that’s how the “accessories-parts and components” market(supporting industries) earn money. You buy a product and hopefully “accessorize” it with this and that!
    Thks for dropping my site too! I only picked up cooking here in California coz eating out is expensive and not so nutritious, plus miss spicy (asian spice) food!

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