A Lone Tech Writer's Take on CeBIT 2010

"CeBIT is the world's largest trade fair showcasing digital IT and telecommunications solutions for home and work environments." That's what it says on the trade fair's website, and publicity bumpf^[1] never, ever lies. Nor does it fib, bluff, prevaricate, or quibble.

Much like any trade fair from architecture to zookeeping, CeBIT has booths — some big, some small — that are manned by smiling people who are eager to tell you about their product lineup and pass on some of their brochures. Usually there's a crowd gathered around the cool, hip startup that's got enough fresh capital to give away free USB flash drives and have the place decked out in pulsing neon; nearby, across the aisle, the folks flogging a niche product like LOLcat-themed server racks watch forlornly from their quiet booths.

I hadn't been to CeBIT in recent years. Between 2002 and 2007, I was living too far away in England and Germany for the trip to be worthwhile. In 2008 I just plain forgot it was taking place. And in 2009, my second daughter was born on the day I'd planned to go. But all the way back in 2001, back when Super Audio CDs were the Next Big Thing (Sony totally called that one, just like they did with MiniDisc), I did make it to CeBIT as part of an agency-sponsored trip, and I came home with a nice goody bag full of brochures, keychains, and fridge magnets.

This year my aim was swag of a different variety, namely, business cards. Doing copy- and technical writing and translation for larger companies has been and continues to be rewarding, and their names certainly add to the prestige of a portfolio, but I was hoping to find smaller companies to work with, folks for whom I'm not just a name in a Rolodex passed on from the previous marketing director. Being taken for granted is, I think, one of the most disheartening things for creative types. So I went in search of those aforementioned niche hardware manufacturers and emerging companies who weren't already equipped with a full English-language marketing staff.

Reactions varied. Some exhibitors met my suggestions with a raised eyebrow, as if they couldn't imagine how their sign that read, "Fast IT solution you need now!" could be improved. But some — particularly those who were keen to break the American, Australian, or UK markets — were really open to the idea and seemed quite eager to have their English materials either written or proofed by a native speaker. To someone for whom gadgets are as much a hobby as they are a profession, the prospect of being able to see and write about what's happening at the forefront of IT (because the biggest names don't always necessarily have the cutting-edge technology) and in specialized solutions like surveillance was an exciting one.

It's far too early to gauge the success of my trip to Hannover, because most of the people with whom I spoke are still at CeBIT manning their exhibition booths. Their friendliness toward the pitch of a freelance tech writer could be the same friendliness they showed everyone who paused for a few seconds to learn about their company. But, if nothing else, it was an opportunity to chat with people that I wouldn't have had reason to chat with otherwise, and to get a cursory overview of some of the things that will be trending in the world of home and business tech in the coming year. And to think I never even made it beyond Halls 12 and 13.

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OS X's spellcheck is telling me that "bumpf" isn't a word. I wholeheartedly disagree. ↩