Today was a little quieter than day 1 of ESS.
This was a little surprising as the second day had been busier at last year’s ESS and we were also expecting increased footfall due to today’s Model-Driven Development stream at the associated IET Technical conference.
However, we did get a fair number of people visiting the stand but between visits I was able to go round and speak to some of the model-based development tool vendors about Code Generation 2008.
IIRC I spoke to ARTiSAN Software, Connective Logic Systems, Esterel, Kennedy-Carter, Mentor Graphics, No Magic and The Mathworks all of whom have some sort of MDSD capability albeit addressed at a wide variety of problem domains.
I didn’t explain earlier but some of you may have spotted the silver objects in a large bowl on the table in our stand photo:

Here Danilo Beuche of pure-systems, the developers of pure::variants, illustrates:

These silver stress balls were the must have giveaway at ESS 2007. (OK, of the 4 companies giving away stress balls these were the must have ones.) I think we must have shifted around 60 of these things – people must be stressed in embedded land, although one visitor said it would be ideal for her dog!
In case you didn’t notice these stress balls fit in with our new ‘Relax…‘ campaign as illustrated on our stand.
However, by the end of the day we were all pretty unrelaxed. Being on your feet for a couple of days takes it out of you – although on the whole I personally find it an enjoyable experience. So, after the exhibition closed, we packed up in a surprisingly short time and headed back to Cambridge.
It will be interesting to see how ESS 2008 fares. Although it is the largest embedded exhibition in the UK it is around 20-25 times smaller than Germany’s Embedded World. I also get the feeling that an increasing number of people are simply turning to the web to find information and see product demos.
However, what you can’t get through the web is an immediate interaction with the product experts. At best this means it takes you longer to work out how the product could be used in your environment, at worst you could wrongly reject a product that could in fact be very beneficial to you. This is particularly difficult for us as variant management and software product lines are not (yet) well-known terms and so we find it hard to explain exactly what pure::variants could do for people.