Why Hypercube no longer exhibits at ACS


August 17, 2007

Gainesville, FL -

We think the exhibition is an anachronism for a software company.  Here is why.

(1) Our product is electronic.  It can be shown off much better on
   customer's own computers, at their own site, than on the show floor.  A full evaluation
   copy of our software is available from our web site.  Pre- and post-sales support is available
   free from Hypercube, Inc. and we answer any and all questions regarding our software's
   features and options with a simple call or e-mail.  HyperChem is a well-known software
   product and the exhibition isn't the obvious best way to show its features. Serious inquiries are
   better handled by putting the product in customer's hands and letting them explore it at
   their own pace, rather than with what can be accomplished in a few minutes on the show floor.

(2) The web has really changed things.  Ten years ago we thought the exhibition was an
   anachronism and we dropped it for one or two shows.  We were dragged back in because of
   the bad press that somehow something must be wrong at Hypercube if it didn't have a
   booth at ACS.  Unless customers complain bitterly, we really mean it this time!
   As Google proves, advertising is not going away, but one can do such a better job of
   describing and showing a product on one's web site than other venues.  It seems superfluous to put up a
   booth just to prove you exist.  Hypercube, Inc. has been in business since 1985 and
   HyperChem is the world's first chemistry software to exist on the Windows platform.
   It was first shown off publicly at an ACS meeting in the late 1980's.  The company will be
   here forever whether we have a booth at ACS or not.

(3) ACS shows have also changed.  It used to be that the exhibition was a relatively popular option
   among scientists and the ACS talks were sometimes less interesting.  In recent years, ACS has
   become a very popular forum for a very broad set of fascinating scientific talks.  Those specifically
   related to computational chemistry research and education have grown enormously and it is now
   a major forum for presenting research in this area. Most scientists are now
   too busy with the talks to even bother with the exhibition, except for a possible brief glance.
   We still want to attend ACS meetings but our scientists want to spend their time listening
   and participating in the scientific talks rather than standing at a booth waiting for someone
   to come by.

We hope our competitors will continue to exhibit at ACS.  We expect to use our time and resources to
better serve our customers. 

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