It has been interesting to read both the 2009 “end of the year recaps” and the 2010 predictions for the printed circuit board (PCB) industry as we have drawn close to the New Year.  Most have been quite comprehensive and informative, yet I hope to add value by also providing some impressions, critiques and praises.  Many refer to me as the fresh, young kid… and so it is my hope that I can provide a unique and valuable perspective.

The year 2009 has been an intense crash-course and immersion into the PCB industry.  I entered the field having only seen a board in settings such as when my mother’s blender lay torn apart on my lap as I sought to “fix” it as a ten-year-old.  My background is in entrepreneurship and business development.  Keep these things in mind as you read, but I hope that you do not allow them to lessen the various observations.  Please be sure to comment, critique, and add to this article in the comments section.

Market Segments
Tradeshows
There is nothing as bittersweet as a tradeshow.  It is easy to see that while many I’ve spoken with claim to dread the show circuit, there is an industry sustaining vibrancy found on the tradeshow floor.  In fact, regardless of size, shows remind many that they are not alone in this economic climate and in this industry.  “How about them Yankees” was definitely replaced by depressed and rehearsed comments about overseas production and its implications.  Yet even competitors can console one another.

Recessions inherently bring about budget cuts and a careful critique of the ROI (return on investment) of all marketing endeavors including tradeshows.  Smaller displays with fewer freebies seemed more prominent as the year progressed.

However, tradeshows will never go away because there is an inherent need within any industry to foster community and to provide convenient platforms for vendors and customers to interact.  Yet there is a great need for training and planning of employees to occur in 2010.  Pre and post-event networking skills need to be developed.  And it seems clear that the question of whether we will attend the next tradeshow is moot until we have exhausted an investigation of how we can best take advantage of the opportunity contained within each show.

Media and Trade Publications
As a complete rookie to PCB’s, I found the press to be my greatest ally.  Wonderful individuals within UP Media and  iConnect007 greatly encouraged and guided me through year one.  In fact, they are both the customer and supplier’s greatest asset.  Many of the most knowledgeable individuals are connected with these organizations and an email to either requesting direction or a good contact will usually turn out well.  Don’t expect them to play favorites or violate privacy issues, but they will do their best to direct you toward professionals or resources which will aid you greatly.

Political Climate
Changing the political landscape concerning any issue is always a laborious and time consuming process.  However, great strides were taken this year as the position of PCB Executive Agent was created.  In the second week of December, close to one hundred twenty-five industry professionals gathered in Washington D.C. to discuss how we can meet the needs of the Department of Defense in the future.  It was great to see so many key organizations represented and to see that many CEO’s and owners attended personally.  If there is to be a single word that must define 2010, it will be collaboration.  The IPC Technology Interchange in Washington was a great step toward that end.  I will discuss collaboration in greater depth shortly.

Customers
Throughout the year I sensed a continual increase in both the loyalty and price consciousness of our customers.  It was great to see the loyalty exhibited by many of our best customers, while it was tough to see quotes lost on price: even a few dollars.  Budget cuts have made it hard for everyone, and it is understandable in most cases why these occurred.

Although the following recommendation is applicable to every year within a business, I feel 2010 demands an even greater attempt.  It is clear that better communication and collaboration could and should occur between customers and the design, fabrication and assembly providers.  My hope is to personally continue to search out ways we can better serve our customers  (based on what they say, not what we assume).  This is crucial; especially for the small domestic board shops and assemblers.

Praises and Hopes
I have seen several people step up and push the envelope this year.  Some have exhibited customer service above and beyond expectations, some have embarked on innovative marketing and sales endeavors, and several faces have gained recognition as they position themselves as experts within their niche.  Below are some of the ways that they have accomplished these things.

Online Resources
Those who have met me this year most likely know about my passion for seeing the industry catch up with the rest of the private sector in regards to leveraging the tools and resources available online.  There is much to be done, but I am pleased with the small steps taken this year.  The year 2009 exhibited an increased number of companies transitioning to online marketing and advertising.  Several new columnists have appeared for various media organizations and the concept of blogging is beginning to make sense to some.

I continually experience excitement over our endeavors to develop an industry blog, yet see little follow through.  Although much of that may be due to the quality of my efforts, I do hope to see increased support and contribution in the coming year for HotPCB and my colleagues who are pouring their energies into online media.

I was given the opportunity to speak at UP Media’s PCB Atlanta in October on the subject of how the PCB industry can effectively leverage the various Web 2.0 tools currently available.  Those in attendance seemed to find it helpful, and it was a great first step.  I challenge both individuals and organizations to sit down and evaluate how they can implement these tools into their various marketing and sales strategies.

Federal Programs
This year’s Federal Matchmaking event in Tarrytown, NY was extremely well attended.  I highly admire the SBLO’s and various individuals who spend their time making sure that small-business allocated opportunities are distributed.

The PTAC officers and employees really stepped up and it was very apparent how much they desire to foster commerce between small/disadvantaged businesses and the government.

Education
There is a huge need for education within the industry.  And yet, providing resources to seasoned veteran is far from enough.  Unfortunately, the industry is graying, and there is no clear next generation.  Some have recognized the massive vacuum that is forming and are investigating the feasibility of teaching electronics at the high-school level.  This is a movement still in its infancy and needs a lot of support, guidance, materials, and commitment.  That is where collaboration will truly show its worth.

Collaboration
As promised, I want to briefly touch on collaboration once again.  It has been said that when everyone is responsible, no one is responsible.  I saw a lot of great concepts discussed at the Technology Interchange.  There has been a lot of hard work on the part of various individuals.  We as an industry need to be very careful that we don’t simply sit back and applaud their work.  A concerted effort should be made by all.

Change is a slow process.  But it is even slower when there are only a few players.  My hope is that 2010 will be a year marked with collaboration, unity, and change.  We have all seen glimpses of where things could go.  And although it is unlikely that things will ever look like they did twenty years ago, I find it highly likely that this industry will take huge leaps forward in the next twelve months.

In ending, I am very thankful for where I am, and where we are.  Great hopes drive my endeavors and will continue to shape my efforts.  Where do you see yourself making a difference?  What unique skills can you bring to the table?  How can we come together to overcome the various challenges that are facing our industry?

2010, here we come.