For a week, Taipei vibrated to the rhythm of hardware for the 2024 edition of Computex. A major Asian exhibition on the technology scene, the event is an event that players in the IT and electronics world would not miss for anything in the world. And Maddyness was also there.
Obviously, AI was on the program to the point of excess. Whether in the aisles of the Nangang Exhibition Center or during the keynotes of the big bosses of the hardware industry, AI has been mixed in every sauce. But if Acer, ASUS and other computer manufacturers prided themselves on fully embracing this major technological revolution, it was above all Microsoft which was the big winner of the Taiwanese show. And for good reason, wherever manufacturers announced AI in their new PCs, it was almost every time in partnership with Microsoft and its range of machines labeled “Copilot+”.
Microsoft, winner by KO in AI
Consequently, almost everyone announced the same thing, failing to really innovate. By choosing the same partner, Acer, ASUS and the others have chosen security, rather than audacity. A feeling of standardization that we may regret but cannot be surprised by. Since the announcement of Microsoft’s “Copilot+” range of computers in May, the Acer and ASUS brands, but also Dell, HP, Samsung and Lenovo had announced that they would rely on Satya Nadella’s firm to take the turn of AI.
Microsoft is thus in the process of acquiring a form of monopoly on the generative AI market, helped by its colossal investments in OpenAI, Sam Altman’s startup which is a subsidiary of the American giant which does not say the name . Microsoft’s good week in Asia was, however, marred in the United States by the imminent opening of an investigation by the American government against the Redmond group, but also the companies Nvidia, a major semiconductor designer, and OpenAI, creator of ChatGPT. Microsoft’s emerging monopoly in AI does not please everyone…
Jensen Huang, Lisa Su…: tech bosses as rockstars at Computex
Beyond this disproportionate place given to AI, as we have also seen at CES in Las Vegas or at VivaTech in Paris in recent months, Computex is also an opportunity to find yourself immersed in business culture Asian. And what immediately struck us in Taipei was the cult that big local tech bosses enjoy among the population.
Thus, Jensen Huang, the boss of Nvidia, another big winner of this 2024 edition whose valuation on Nasdaq rose from 2,000 to 3,000 billion dollars in barely three months, was a real rockstar in the aisles of Computex. Selfies, signings, compact crowd around him… He would have almost nothing to envy of Leonardo DiCaprio or Lionel Messi in terms of popularity. Same observation also at the end of the press conference by Lisa Su, the head of AMD, who increased the number of selfies and signings of graphics cards with journalists. Who imagines this with Bernard Arnault, the boss of LVMH, in France? Nobody… Only Xavier Niel could have such success with French entrepreneurs. And again… Note that Jensen Huang and Lisa Su, although huge rivals in the semiconductor industry, are cousins. We would love to be a little mouse during family meals!
QR code, mannequins and other local fantasies
Computex also gives a good overview of the way in which Asians (Chinese, South Koreans, Vietnamese and Indonesians are among the main foreign visitors to Computex) try to attract the attention of people strolling through the aisles. And for this, the exhibitors are ready for anything. The most used method is to put up signs with large CR codes to invite visitors to scan it. In exchange, they receive goodies. We even saw a wheel of fortune to win gigabytes of storage or the possibility of scanning a QR code to leave with a packet of popcorn…
Exhibitors also do not hesitate to use models to get noticed. A practice that we no longer see in Europe (and so much the better) but which is still widely used at Computex. These hostesses willingly comply with the photographers’ game and the show sometimes takes on the appearance of a fashion show with several models strolling together through the aisles of the show. This is somewhat confusing…
For the rest, Taiwanese hospitality is really very appreciable. Whether on the subway or at the Nangang Exhibition Center, visitors strictly respect queues and someone will quickly come to your aid if you seem lost. It’s a huge change from the anarchy that can reign in France in transport or in trade fairs!
More than 85,000 visitors during this 2024 edition
In short, Computex is a major tech event in Asia which tends to gain momentum internationally. While the show attracted just under 50,000 visitors in 2023, organizers announced that more than 85,000 people took part this year. A good performance which is delighted by Taitra (Taiwan External Trade Development Council), the organization responsible for promoting trade in Taiwan and which co-organizes Computex. “Taiwan is a technology island, and through this event we can attract so many partners from all over the world. This year, more than 130 countries are represented at the show. It’s not just a local show, it’s really a kind of big international festival!”estimates Emilia Shih, head of the Taitra exhibition center, with Maddyness.
Among the delegations present, France was there with nine French startups present at InnoVEX, the part of the show dedicated to young hardware startups. The latter appreciated sometimes seeing managers of large American or Taiwanese manufacturers appear incognito on their stand. “Computex is the best business platform for French startups who want to develop in Asia”assures Emilia Shih.
See you next year from May 22 to 25, 2025 for young French hardware startups who want to conquer Taiwan and the rest of the Asian market!
