The Microsoft TechEd Auction (or maybe circus sideshow)

Just got back from a gigantic information technology conference sponsored by Microsoft (TechEd, for those of you in the field). Educational from several perspectives, some of which don't seem apparent to the typical attendee.

There are extremely few women in technology. I think we knew that, but I didn't get the full force of it until I saw it in action. The only woman on stage during the entire keynote address headed up the entertainment - an excellent African-inspired percussion ensemble - and she did not speak words, only musical calls and shrieks. The technical session leaders were virtually all male (Carolyn Chau an exception), although there did seem to be a larger female contingent at the vendor booths. Among the attendees, maybe 1 in 20 was female. I was pleasantly surprised to see that the "Women in Technology" luncheon was standing room only, but unfortunately that wasn't because so many women were there but rather because the room was not particularly large.

Now lest you think I'm about to start on some shrill rant about the evils of male domination, forget it. Despite scholarships, trade organization initiatives, spotlights, programs and downright begging on the part of some tech sectors, there still aren't many women in technology (with the exception of biochemistry, which is about half women now). The innate ability exists, the educational opportunity exists, there are many welcoming open doors in industry, and still women usually spend their talents elsewhere. I don't know why either, but it might be wise to look for some new angle on cracking this open.

It's easy to see how Tech-Ed is like a circus sideshow, and the whole event is a giant marketing campaign, but how is it like an auction?

• To start, there is a lot of diverse material for sale, with a specific theme. And they're selling more than just software. they're selling community, comraderie, and friendship


• The auctioneer - whether session presenter or keynote speaker - whips up interest in the material itself, but also strokes the buyer. (An astonishing amount of effort went into convincing the attendees that we were heroes - an important, underappreciated tribe who get impossible things done.)


• The audience bids not directly with money but with brand loyalty and purchasing potential. We take home a sense of community and a staggering amount of useful technical information, but also a determination to buy.

Think about it the next time you're at a conference.

--Gail