There is no Doubt IBC 2022 was a Smashing Success!

There is no Doubt IBC 2022 was a Smashing Success!

Nov 30, -0001


After what felt like a lifetime away, it was great to get back to Amsterdam for IBC 2022 to reconnect with friends and business partners and meet new people in the broadcast and post-production world. Going into it, our expectations were guarded, but the show blew us away.

The halls were packed with vendors and end users every day, all day. The ATTO team stayed long after the show floor closed each day to catch up with industry partners who were also overwhelmed by the pace and customer meetings. An environment like IBC is a great venue for quickly discovering the things that are of most interest or concern to customers and partners. So, what did we learn at the show?

There was absolutely an excitement at meeting people in person. While we've all made due during COVID times, it was obvious that there was a pent-up need to talk about the innovative use of technology, emerging technology, product roadmap updates, and a variety of other strategic conversations that just don't lend themselves to a Zoom call. It seemed that there was a more general recognition among marketing folks that COVID permanently changed how we reach and market to customers. There were many discussions about restarting marketing programs, as well as figuring out what requires a new approach.

It was obvious that companies are paying much closer attention to the operational costs of energy. Saving a watt, or even fractions of a watt has become a huge economic consideration when an application environment is scaled up to the data center level. As a hardware manufacturer, we've always paid attention to the importance of power consumption, and we'll likely become even more attentive in our product roadmaps.

After a long run of cloud computing taking up most of the oxygen in the room, it was clear at IBC that the pendulum has started to swing in the opposite direction. While some applications are definitely in the cloud to stay, it seems that most companies realize that access to data, security, and overall data ingress/egress costs call for a much more nuanced, hybrid approach. We think that this trend will continue for quite some time and our development strategy is evolving to address what we think will be a long-term trend toward hybrid data storage.

We saw a lot of interesting product demonstrations that used Ethernet transport in interesting, effective ways. Ethernet has established a place in high-quality broadcast and post-production environments, alongside established protocols like SAS and Fibre Channel. We believe that all of these technologies will continue to have an important place in a distributed studio environment.

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