South Africa continues as a strategic market for ICT vendors as many of them view this country as a vital springboard into Africa.
A number of multinational ICT organisations drive their African ICT operations from South Africa, and a growing number are including their Middle East territories under local management as well.
And it's not only multinational giants that view South Africa in this strategic light, says Jo Melville, MD of Exhibitions for Africa, which puts on the annual Futurex and Equip exhibition in Johannesburg and Cape Town.
"A growing number of smaller companies are looking at business on this continent, but don't have the local knowledge themselves to develop the market opportunities. These companies are looking for South African partners who have that local know-how.
"Many of them are looking for dealers, distributors or strategic partners to represent their products in South Africa and take them into Africa as the opportunities open up."
For this reason, Futurex & Equip is ensuring it is a truly representative pan-African event.
"We are undertaking a special programme aimed at attracting delegates from Africa," Melville says.
Exhibitions for Africa has contracted International Trade Projects to identify the most attractive visitors from Africa, through trade associations, business bodies, the DTI and Foreign Affairs and ensure they are briefed on the benefits of a visit to Futurex & Equip.
"We are ensuring that we create awareness within specific target areas throughout Africa, and attract the right people to Johannesburg for Futurex & Equip in May," she says.
Areas of particular interest are government organisations, the public sector and industry-specific organisations.
Futurex & Equip has always boasted a healthy crop of international exhibitors and the show this year may exceed expectations.
"2010 has raised the level of awareness of South Africa, and Africa in general," Melville adds. "We can already see that the level of inquiries is up.
"We've always had strong representation from international companies, but we're seeing that interest in South Africa and Africa is definitely increasing. Futurex & Equip gives overseas companies a chance to see what's happening here and interface with South African companies as well as African delegates."
Increasingly, it's companies with niche market products that make use of the opportunities and contacts a regional exhibition offers.
"There are any number of smaller companies with niche, smart ideas and these companies are finding distributors and resellers at Futurex & Equip," Melville adds.
A number of international agencies have already signed up for Futurex & Equip in May, including India, for the fifth time; the UK, on its tenth visit; with Czechoslovakia on the show for the first time.
Futurex & Equip will be held from 15 to 18 May 2007 at the Sandton Convention Centre in Johannesburg. For Further information, please contact Sandra Galbraith on sandrag@exhibitafrica.co.za.
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