11/20/2025
MAINFRAME HISTORY
In the 1980s and 1990s there were two large mainframe users conferences; GUIDE and SHARE. The conferences were held in large U.S. cities (and occasionally in large Canadian cities). Usually there were two conferences each year. Attendance would typically be 3,000 - 7,000 people.
Discussions or sessions devoted to third-party software or hardware were verboten. Of course the hundreds of third-party mainframe vendors craved the opportunity to present their solutions to the attendees of GUIDE and SHARE.
A similar situation existed at the time in the world of Digital Equipment (DEC), a sometime IBM competitor and the leading manufacturer of minicomputers. They too held large user conferences called DECUS. One big difference was that DEC permitted a third-party vendor tradeshow (called DEXPO) to co-exist at DECUS events, but in separate facilities. I decided to try to do the same thing.
At the time I was the owner and publisher of the only IBM mainframe magazine. Each issue was regularly loaded with third-party ads targeting mainframe users. The idea that these vendors could exhibit in a tradeshow located in the heart of a GUIDE event thrilled them.
So I arranged a meeting with the then-GUIDE President where I laid out the scenario of a DECUS/DEXPO-type arrangement where our vendors would set up in a facility nearby (but not in) the GUIDE hotels. What a great way for mainframers to learn about mainframe-compatible products and solutions, I explained. Well, he agreed, and said we could go forward with the first-ever MAINFRAME EXPO in conjunction with GUIDE in Atlanta, November 1990.
As expected, the vendors signed up for the conference big-time. Well over 100 venders put up their booths. Some of the booths were gigantic. They had never had an opportunity to present their solutions to IBM’s best customers like this.
What could go wrong? We’ll, as the vendors were putting up their booths, an IBMer was roaming the floor and totally freaked out when he saw large booths going up by IBM’s main competitors like Amdahl, Hitachi, EMC, StorageTek, NAS, etc.
He made a bee line for GUIDE’s President where he demanded that no speakers at GUIDE sessions could mention that there was an EXPO. So that evening, with all the booths up, and the vendor personnel all poised for the on-rush of mainframers — nobody showed up. Needless to say the vendors were totally confused and totally POd.
In my darkest moment, long time friend and mainframe guru, Pete Clark, said: “Nobody knows you’re here. They have no idea there is an EXPO! None of the speakers said a word about it.”
That night we had 3,500 colorful flyers printed. And the next day our team handed them out between the hotels.
3,200 GUIDE attendees came the next night! Huge success!
Afterward, SHARE also permitted us to have EXPOs at their events.
They turned out to be so successful that GUIDE and SHARE eventually decided to have their own EXPOs. Great idea!!
