Reed cancels 360IT show

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Reed Exhibitions has cancelled its 360IT event one year after rebranding and reformatting the London-based exhibition. 360IT was formerly called The Storage Expo show but was rebranded this year and relocated to Earls Court One in a bid to broaden its content and appeal. The decision was perceived by several industry representatives to be a competitive move against rival Earls Court show, IP Expo, which was launched by Imago in 2006 at Earls Court Two. Reed originally acquired The Storage Expo from its founder and current Imago MD, Hugh Keeble, five years ago. The first 360IT event took place from 22-23 September and was expected to run again in Earls Court One from 21-22 September 2011. The IP Expo was held from 19-20 October. Reed posted a statement to its website confirming the cancellation: “It is with regret that we announce the closure of 360°IT – The IT Infrastructure Event in 2011. Our sincere thanks go to all partners, customers and media who supported the event in 2010.”  EN has approached Reed Exhibitions MD, Andrew Fowles, for additional comment. Keeble said exhibition organisers and venues should learn from this situation.   “There was only one loser, namely the customers we serve – the IT community,” he told EN. “I am delighted that the IT market has chosen IP Expo as its UK showcase. We have been inundated with calls from exhibitors from both camps who are relieved that there will be one major event.” During an interview earlier this month, Fowles told EN that Reed was pleased with how 360IT this year. He also acknowledged that IP Expo and 360IT exhibitions were similar in content and target audience and were openly competing. “In the end, it’s a competition and it’s hard to see, when you have two events that similar in the same location, how both will be successful long-term,” Fowles said at the time.  The fifth-annual IP Expo focused on IP infrastructure solutions ranging from IP networking to cloud computing. According to Keeble, revenue from the event increased 60 per cent year-on-year, while exhibitor renewal rates were up to 78 per cent. This year, 220 exhibitors took part. Keeble also revealed plans to launch a new virtualisation security show, V-Sec, in 2011.
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