Storage Expo Evolves in 2010 into 360°IT

by Michael Smith (Veshengro)

During Storage Expo 2009 Reed Exhibitions announced that Storage Expo, in recognition of the current and future needs of its stakeholders, is evolving in the new show called 360°IT.

360°IT, which will be incorporating Storage Expo, is supposed to be a new and new kind of event dedicated to the IT community and professionals working to deliver next generation IT Infrastructure.

Extensive research with the Storage Expo vendors, IT professionals and end-users has shown that the time is now right for the event to evolve to meet the needs of agile organizations working collaboratively to add significant value to their stakeholders.

360°IT will address the needs of IT professionals responsible for the management and development of a flexible, secure and dynamic IT infrastructure. 360°IT – The IT Infrastructure Event takes place at Earls Court 1 on 22nd - 23rd September 2010

“The content of Storage Expo has expanded over the years to incorporate cloud, virtualization, information management and infrastructure,” says Natalie Booth, Event Director of Storage Expo, “and the event now needs to reflect these changes. 360°IT will facilitate vendor and end user collaboration to create the IT infrastructure necessary to achieve key business objectives - improving service, reducing cost and managing risk whilst gaining competitive advantage and growth.”

“Today’s IT infrastructures can no longer be considered in terms of technology silos, for two reasons: first, that a number of innovations like virtualisation and cloud run across infrastructure layers such as storage, server infrastructure and so on, and second that the dependencies between the layers themselves make it impossible to consider any one technology area by itself. For this reason, I welcome and strongly support Reed Exhibitions efforts to define an event which meets the real needs of IT decision makers today” said Jon Collins, CEO and Managing Director of Freeform Dynamics.

“In the storage market over the last few years, we have seen major vendors acquiring and collaborating with companies in the information management, ECM, IT security, business continuity, risk management and most recently, virtualisation and cloud fields,” Booth continued.

“We also recognize that the roles of IT professionals are changing and a 360° vision of the IT infrastructure and IT department is needed, combined with the ability to support the growth requirements of a business,” she said.

Reed Exhibitions presents 360°IT, an all encompassing IT event that will provide IT professionals with the opportunity to see the full spectrum of technology and education under one roof.

Offering a 360° experience, end users will be able to see, hear and experience first hand current and innovative technologies, strategies and solutions and how they interface with a business’s IT infrastructure.

360°IT will offer the entire IT department, from the Network Manager to the CIO, the opportunity to gain crucial knowledge and advice on the latest products, solutions and trends to drive a business forward.

The event will also provide IT professionals with the forum to debate, network and interact with renowned industry specialists and their peers in dedicated educational areas on the hottest topics, to suit all levels of specialism and expertise, to gain crucial, business critical information.

With high level strategic content, product demonstrations and technical workshops, 360° IT will provide an essential road map of current and emerging technologies to deliver end to end solutions.

Building on Reed Exhibition’s reputation of launching and successfully running events worldwide – Reed Exhibitions presents 360° IT – The IT Infrastructure Event.

For further information, please visit

One can but say that it remains to be seen as to whether this really is a good move or whether it is yet another case of a show changing for change's sake or because of the fact that the interest in the show, as it stands, has waned somewhat. I guess we aill have to wait and see how this new event shapes up.

On the other hand having, basically, all IT events under one roof combined into one show will save the organizers money but also, I should think, the employers of all those IT professionals that are attending such events as it is but one show.

© 2009