Karen Savala, the president of SEMI North America, sat down with MySemiconDaily to share her perspective on the recent San Francisco show. Here are her comments on what worked, what didn’t, and what SEMI is planning for SEMICON West 2012.
“SEMICON West was a good – maybe even a great – show. We look at metrics like number of exhibitors, and number of visitors, and those looked good, but we pay serious attention to what exhibitors say during and after the show, and what attendees say during and after the show. These comments tell us how we’re really doing, and the comments for SEMICON West 2011 were very good.”
“Two items stand out as being the highlights of the show. The first item is the slate of keynote speeches. We had amazingly good attendance at the keynotes this year, and the presenters – Tien Wu of ASE, Rama Shukla of Intel, and Luc van den Hove of IMEC – each offered outstanding views of the industry. They looked at the strategic big pictures and the tactical challenges of today, so everyone who attended learned something helpful.”
“The second highlight was the TechXpots, especially the technical content from the speakers. Exhibitors and attendees were happy with these opportunities to delve into leading-edge topics, and the presentations were very well attended. Many people may not realize that SEMI committees like the Chemical and Gas Manufacturers’ Group, or the Packaging team guide the TechXpot topics and content. These industry experts and peers choose meaningful presentations for the TechXpots, and that level of informed attention results in the high quality content we have at the show.”
“And one last highlight – the 450mm Wafer Transition Forum session on Thursday was standing-room only. Everyone who attended was seriously interested in the issue, and there was solid information and analysis in the presentations. This was very well-received. Jonathan Davis, the president of the SEMI Global Semiconductor Business, wrote up a review of the Forum, and everyone should read that.”
“One thing that was different this year was that we resumed the VIP reception on the evening before the show opened. This has always been popular, but interest waned last year so we postponed it. We brought it back for SEMICON West 2011, and people were thrilled to have the opportunity to meet with suppliers and customers before the show opened.”
“Another big difference – and this was a bit of a gamble for us – was the Happy Hour on the show floor. Exhibitors were delighted with the opportunity to meet customers in a more relaxed environment, and this recalled some of the fun that characterized SEMICON West shows from past years. Companies that sponsored the events were happy, and this event is definitely on the list to return to the show for next year.”
“We’re already planning for SEMICON West 2012. We’ll definitely have three Tech Zones – Extreme Electronics, Secondary Equipment and Services, and a Materials zone. The Extreme Electronics zone was full of MEMS, LED, and flexible / printed electronics companies that use semi manufacturing equipment. The Secondary Equipment and Services zone showed that there’s a lot of 200mm equipment being used for semi manufacturing and for other products and technologies, and the Materials zone gave materials companies an opportunity to present leading-edge advances. These all worked very well in 2011, and we’ll continue them for 2012.”
“The last item is the same as the first thing I mentioned – feedback. Based on attendee and exhibitor feedback from previous years, we streamlined the 2011 registration process to get people onto the show floor quickly. We added opportunities for more networking activities, because people told us that’s the reason they come to this show. While the manufacturing has moved, mostly to Asia, many of the strategic and tactical decision-makers in the industry are still here in the U.S., and they want a place to meet customers and suppliers. We listen carefully to the feedback. That’s how I know that SEMICON West 2011 was a great show, and that’s how we’ll make SEMICON West 2012 even better.”