Second APEX 2001 a success

Citation

Judd, M. (2001), "Second APEX 2001 a success", Soldering & Surface Mount Technology, Vol. 13 No. 2. https://doi.org/10.1108/ssmt.2001.21913bac.002

Second APEX 2001 a success

Second APEX 2001 a success

The second APEX attracted more than 12,900 total visitors; 6,900 were attendees of whom 1,900 were from outside the USA. These figures are 20 percent up on last year. The exhibition itself attracted 394 booths on two floors of the San Diego Convention Center. Alongside the show was a successful conference program; 2,160 participants attended the professional development courses, up from 1,370 last time, and 1,330 went to the technical conference, up from 1,030 last year.

The secret of this event is the support directly from industry. The IPC SMEMA Council Electronics Assemby Process EXhibition and Conference was held January 16-18, 2001. It has been well reported that this show, last year, began out of the exhibitors, frustration in needing an event which they could control and attend economically. APEX is highly focused on the products and technology of the electronics industry. The trade show is cost-effective and fair for all exhibitors.

Coupling this with a premier conference, again organised by industry, makes it the event not to miss. The show is the only event that boasts all the pick-and-place manufacturers.

Last year's blank canvas has developed into a finely tuned exhibition and conference. The venue was superb – this modern building is downtown, only 15 minutes from the airport and within walking distance of the restaurant area. A regular bus service was available from the major hotels direct to the show. Travelling from the UK gives two main choices, to fly direct to Los Angeles and drive the three hours to California's second city, San Diego. Alternatively fly BA via Phoenix the only problem is that you leave the plane at Phoenix, pass through immigration, then collect bags, only to re-board back into the same seats for the last 55-minute leg.

The locals were complaining about the cold weather for this time of the year! But it was bright blue skies and warm enough to sit outside to eat lunch on the balcony overlooking San Diego Bay. Many travelled from Europe. Our flight seemed to be full of familiar faces, always a good sign that the event is going to be well attended.

If there was a complaint it was that all visitors to the exhibition were directed upstairs, whereas all the big players were on the ground floor. So they had no choice but to go through both halls. However, this did ensure that visitors had the opportunity to visit all booths; last year in Long Beach the annexe Arena got little traffic on the first morning, until announcements were made and signage was improved. With the extensive building expansion going on, hopefully next year the exhibition will all be on the ground floor.

In addition to the many technical workshops and professional development courses, a number of free events were taking place, including the daily Keynote Sessions. These are early morning, allowing both exhibitors and visitors to attend. I did not believe that last year's Keynote Address could be beaten – Norman Schwartzkopfs "Leadership" presentation. However this year's title was "Secrets of an undersea explorer", presented by Dr Robert Ballard – it was stunning!

Explorer, scientist, naval officer, television producer and educator, Dr Robert Ballard has spent more time underwater than any other scientist in the world. During the course of his long sea-going career, he has made a number of significant discoveries including the sunken luxury liner RMS Titanic. The world was amazed by the advanced technology Dr Ballard used not only to find Titanic, but also to explore its interior, using his remotely operated vehicle JASON. Recently, he discovered what many consider to be evidence of the biblical Great Flood.

An enthusiastic presenter, Dr Ballard is a Commander in the US Naval Reserves. His military career began as an Army Intelligence Officer before becoming a line officer in the US Navy. The Navy frequently called upon Dr Ballard's unique skills to conduct a number of classified programs during the Cold War. Recently, some of that work has been declassified, including his detailed investigation of the sunken remains of lost US nuclear submarines Thresher and Scorpion.

What has this got to do with electronics assembly? Well, Ballard was very skilful in weaving his story around the developments of the sub, especially the robotics and electronics systems, his "tools for exploration". His message was that exploration is just starting – 23 percent of our planet is still not explored. He told us how to turn dreams into reality by taking risks and converting failures into successes. Through the use of beautiful photographs and videos, Dr Ballard draws parallels from his journeys of exploration and discovery with everyday life. A great start to the first day at APEX.

The second day's keynote was "Ready, set, go": The 2000 NEMI Roadmap, presented by Jim McElroy, executive director and CEO of the National Electronics Manufacturing Initiative (NEMI). He asked the question, "Will you be ready to compete in the electronics manufacturing industry of 2010?" The need to stay strong, yet flexible, and keep lightning speed reaction times to get a jump on the competition will be crucial. The 2000 NEMI Roadmap is designed to help companies to prepare and keep them at peak performance.

John Stafford, Manager of RF Packaging and Multichip Modules for Motorola and Chairperson of the NEMI Optoelectronics Working Group, unveiled the key technology and infrastructure requirements that will ensure the competitiveness of North American electronics manufacturing companies over the next decade.

The 2000 NEMI Roadmap indicates a healthy and robust growth for the electronics manufacturing segment, and this growth is being fuelled by new products/markets in the communications industry. Third generation cell phones, Bluetooth devices, optoelectronics and the convergence of automotive and consumer electronics are becoming the new volume drivers. Explosive growth will strain manufacturing capacity; especially passive devices, including integral passives; high-density interconnect (HDI); optoelectronic components and fiber.

The whole presentation was really too much to take in and I recommend any reader interested to obtain a copy of the various slides presented.

This session was Webcast live to technology planners and industry analysts around the world.

The EP&P Engineer of the Year Award was made at this keynote session. Each year, EP&P Magazine recognises an exceptional individual as the EP&P Engineer of the Year. They look for a person whose work represents the bond between scientific method and boundless creativity, an engineer whose progressive thinking has made a significant impact on the electronics industry.

The winner was Kamran Firooz, vice president and general manager of Agilent Technologies' manufacturing test division.

For more information, visit www.epp.com

On the final day the keynote was "B-to-B or not B-to-B? That is E-question!" Several consortia have been formed to standardise and expedite Internet-based trading among component suppliers, distributors, original equipment manufacturers and contract electronics manufacturers. This session looked at the trade-offs that have occurred, by moving from traditional procurement methods to online technology. Participants in this lively debate included a panel of business experts moderated by Ralph Kenton, a leading consultant in outsourcing. Together they explored the issues surrounding E-trade in the world-wide electronics assembly industry, the problems and successes which have evolved, then looked into the future of Web-base supply chain transactions. Panelists included representatives from EMS companies, OEMs, component suppliers, distributors and Internet software providers.

IPC do a wonderful job in organising the seminar program. Their many committees and standards development groups were meeting during APEX.

I know of no other event where the signage is so excellent, from when you arrive at the venue, to outside the rooms where each session takes place. The workshop leaders included some of the leading presenters: Jennie Hwang, Phil Zarrow, Ray Prasad, Ken Gilleo, Werner Engelmaier, Ray Chartrand, Armin Rahn, Laura Turbini, Joe Fjelstad, William Kenyon, Terry Munson, and Dieter Bergman. Some of the presenters were from the UK, including NPL and Bob Willis. Bob had 65 and 53 attendees respectively for his two workshops "Lead-free assembly and soldering" and "Introduction to simultaneous double-sided reflow soldering" – exceptional numbers.

Many awards were presented during the event. Bob Balog, Chairman of the IPC SMEMA Council, awarded best US paper award to Brian Smith from Siemens Energy & Automation (EAE) Group in Atlanta, Georgia.

Steve Harris, from Solectron in Dunfermline, Scotland was awarded the "Best International Paper" for his European consortia paper, "Standard SMT process for flip-chip assembly on FR4 substrates". Steve's paper also registered the highest on the judges' scale of technical merit. Steve is Solectron's Director of Technology in Dunfermline. He also has responsibilities for several European intersite initiatives, including the sharing of technology, both within Europe and with the world-wide Technology Council and Technical Center in California.

There were a number of other Free Forums including: Mexico – The State of the Electronics Assembly Market; Technology Roadmaps – chaired by Lucent Technologies; EP&P Panel: Total Cost of Ownership; NEMI – Factory Floor Communications Standards, Business Issues for Small to Mid-Size EMS Companies.

There were two programs for executives; an IPC EMS Management Council Meeting and IPC SMEMA Management Council Meeting.

A number of lead-free specific sessions were held.

Three floors of the Hyatt Hotel hosted the APEX Gala Extravaganza on the Wednesday evening. A fun evening, billed as the biggest and best party for the electronics industry, featuring KC and the Sunshine Band, a floor devoted to games activities – casino gambling, blackjack, a virtual reality area, a jazz band, free food and drinks. A great night for networking if you could hear anyone speak!!!

Finally two quotes: IPC President Denny McGuirk was not surprised that the show was a success: "This event is driven by the industry's needs, all around the show floor exhibitors and attendees were stopping me to comment on what a great show this was. As long as APEX keeps in tune with the pulse of the industry, the show will thrive".

"IPC and the SMEMA Council have surpassed their goal to become the No. 1 trade show and conference in the electronics assembly industry", said Steve DeCollibus, Director of Intranet and Communications, Cookson Electronics. "The entire industry is looking forward to another huge success in 2002".

So APEX will again be in San Diego next year, 22-24 January, 2002.

As long as the show continues to be focused and exhibitors do not try to beat each other for booth size it will be successful. This year saw a few non-assembly exhibitors and the big companies with larger booths.

The other worry is that after next year, 2003, it looks as if Anaheim will be the venue. I liked and prefer San Diego!

Mike Judd