Native Instruments is no longer attending industry trade shows…and really, can you blame them?
I first read about this last week on music industry newswire and I can’t say I was really surprised.
Many software companies have been or are becoming their own retailers, while still allowing their products to
be delivered through more traditional channels like online and offline music stores.
Here is the actual press release:
Native Instruments Announces Departure from Industry Tradeshows
Berlin, July 7th, 2009 – Native Instruments today announced that it will no longer maintain a booth presence at industry tradeshows like the NAMM Show, Musikmesse or AES in the future. The company has decided to instead prioritize online communication channels to engage with customers directly even stronger, and to allocate budgets accordingly.
This shift in priorities is exemplified by the new sophisticated rich-media website that Native Instruments launched recently, and will be continued through the establishment of further innovative online channels and other means of direct communication in the future.
“Times are changing and we have seen tradeshows become increasingly less relevant for our industry,” says Pablo La Rosa, International Marketing Director at Native Instruments. “By focusing our efforts in online communication and direct-to-customer events, we reach out to today’s musicians and producers in a way that we believe is more efficient for us and more engaging for them.”
Do you think it’s a smart move? Do you think many other software companies will follow?