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This is a simple and effective enhancement. There exists no printed cross-index for the Showcase vendors by product name, or product type. Many people know the products, but are less familiar with the ISV. Would like a listing of product classifications by vendor (e.g. Fax, CRM, Project Managment) to better find vendors for what you need this year.
Sure many of use would like to have an extended discussion with each vendor to learn what they have, while schmoozing the better schwag, free licenses and party invites as appropriate. But there is just not enough time. So you show-up with a list of needs or curiosity and work to find what you need. In the end, you can miss a lot. This lack of ability hurts lesser-known vendors who have a product name that is different than their company name and also exhibitors that are in less trafficked areas. Thus, people see the company name and walk past. Listing the ISV as having a "CRM" tool in the index would put them on equal footing in the showcase for people who need to find that type of product, as an example.
How does IBM Lotus get this data? Simple...on the application form, put in a field listing what classification(s) their product(s) include and their top three product offerings this year for inclusion on the product listing page (both optional, of course).
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