It’s been a couple of days since I’ve left Chicago and the
Microsoft Office 365 and Azure haze is starting to lift! Ha. After some time
reflecting on the week, I’ve left Chicago with a mix of emotions. This is the
first time that Ignite/TechEd was a business trip and not a paid week of
training for me.
I spent the majority of time at my employer’s booth talking
with customers and finding ways to solve problems. It is always extremely
satisfying when you are able to help people and see his or her face light up
during that “ah ha” moment.
Love it.
Over the years we have come to view TechEd as a large
Microsoft conference that has always included a certain degree of level 100 marketing
material with a plethora of level 200/300 sessions. Oftentimes the level 300
sessions leaves much to be desired. But there are several members of the
Microsoft delivery and product team that always over deliver and are incredible
teachers. The complaints are “always” plentiful about the lack of seating at
these sessions – always has been.
So what were my expectations for Ignite? Past history has
taught me to expect more of the same. In the time leading up to Microsoft
Ignite we all talked about expectations and everyone generally thought it was
going to be more of the same – a larger TechEd - and I feel like it was.
The conference just did not feel that drastically different
to TechEd in look and feel. The sessions around Exchange seemed to have the
same look and feel of TechEd’s past. If the TechEd brand were still present in
Chicago would anyone feel like they were at a different conference? I argue
not.
Many in the Exchange community compared the Microsoft
Exchange Conference (MEC) to Ignite and I DO NOT feel like that is really fair.
The last two MEC’s delivered much better content than any TechED that I’ve
attended over the past 10 years.
The whole MEC experience had a carefully branded look and
feel in 2012 and 2014. This was absolutely a celebration of messaging and the
availability of Microsoft personal at these events was incredible given the
lower attendance.
Personally, I felt like the original message from Microsoft
that Ignite was consolidating MEC and the Lync Conference to be pure marketing
and a message to ease the outrage from the ones that held MEC as sacred. I can
empathize with that, as I too was upset upon learning of MEC’s demise.
But let’s realize that MEC was under the control of a
gentleman that understood the Microsoft Exchange community and was part of it.
Ignite on the other hand was a large corporate training event for 20,000
people. The consolidation of events was a purely financial one given the large
costs to fly out product group teams and take them away from their day-to-day
responsibilities several weeks a year.
What was wrong?
There have been a lot of criticism aimed at Microsoft over
the delivery of Ignite and I agree with some of them. For instance, fellow MVP
Gary Steere noted the lack
of effort by Microsoft to limit the environmental impact of such a large
conference. I totally agree when many of these items had been addressed by
TechEd in years past.
Don Jones also pointed
out how the dining staff used at Ignite was not the most professional and
was a little bit harsh. I also saw this firsthand and thought it was incredibly
unprofessional.
While Microsoft stated that they were consolidating MEC and
Lync Conference into Ignite they certainly did not work to keep the UC groups
in the same general areas! The synergy between the Lync and Exchange community
has always been strong and was felt while at MEC and Lync Conference.
In talking with customers throughout the day many of them
complained that the buses did not run throughout the day and trying to get a
taxi was an hour-long proposition. This certainly added to my frustration when
trying to get to other conference hotels during the day for customer meetings.
This was certainly a fail in my book.
Let’s just call a spade a spade and all agree that the food
was absolutely horrible. To make matters worse, on Monday the exhibitors could not actually sit in the
same dining room as the attendees. Really! The outcry on this was so swift
and strong that this was changed by Tuesday morning. I’m not sure the thought
behind this as lunch and breakfast is a great time for Microsoft partners to
catch up with customers without the noise of the expo floor.
What was positive?
There was evidence available that Microsoft did listen to a
lot of the positive feedback funneled back from MEC. One item that I did take
note of was the continued use of panel sessions moderated by Microsoft and
independent voices like MVP’s. I liked to see the independent voice represented
in several panel sessions and greatly appreciated this. Personally, I feel like
the community could tolerate another 4-6 of these types of sessions next year.
How about you?
Since this was Microsoft’s only conference for the year it
was great to meet and spend time with all my MVP, MCM, Microsoft and partner
peers during the week. A lot of long-term relationships and bonds are forged at
events such as these.
Ideas for next year?
Going forward sessions for the tightly knit communities like
Lync and Exchange should kept close together. It would be nice to provide
independent brandings within the Ignite umbrella for tightly knit communities.
This would go a long way to help foster the small community feel of MEC while
at the large corporate backed Ignite conference. The blueprint for MEC, Lync
Conference and MMS is plain for all to see!
More panel sessions please! I really like when the independent
voice of MVP’s or MCM’s is mixed in with Microsoft employees. Who doesn’t love
when a stock Microsoft answer is provided and someone pipes up and says “well
actually…in my last engagement…” The conversation that ensues is incredibly
engaging, genuine, and one can argue an amazing way to learn. More please.
My assumption is that the food can only improve. The food at
TechEd has always been tolerable and actually surprisingly good given the scale
and speed by which it is delivered.
Conclusion
Given that Microsoft already has long-term experience with
delivering a highly technical conference at massive scale (i.e. TechReady) much
larger than Ignite, some of these blunders were surprising.
At the end of the day though, smaller conferences like MEC have
vastly different goals and vastly different measurements of success then Ignite.
You cannot just simply take a boutique conference like MEC and scale it out to
accommodate 20,000 attendees and expect to have the same look and feel. Removing
the creative voices that come from each Microsoft community and forcing a
corporate template across the board is not going to result in MEC – it is going
to result in what we saw at Ignite. Meet the fiscally responsible corporate
Microsoft.
The winners of the consolidation of TechEd is clearly the independent
conferences that have maintained the boutique “MEC-like” feel and can drive
deeply technical content that is free of a carefully crafted marketing message.
Microsoft has played their card with Ignite and now it’s up to the independent voice
to be heard and see how it measures up. I’m excited!