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I was expecting to spend about 5 minutes doing a quick lap and getting the hell out after hype overload, but it wasn't like that.
Instead, I spent a good 2 or 3 hours looking at some quite cool products. The show seemed to be catering for the small business just as much as the corporates, and was co-located with "Smarter Business" - a gig for growing companies sponsored by the UK Government (so I got to have a big whinge about the new VAT laws regarding digital products in front of 8 people from Customs and Excise :).
Something i'm following up is a company providing web service based translation. One of the major problems with creating a multi-lingual web site (something I want to do for the application service I offer) is keeping it up to date in other languages when making frequent changes in your native language. Their product offers SOAP (i.e. HTTP/XML) integration into their back-end of human linguists. This means that it can be integrated seamlessly with your staging systems, where changed text is automatically submitted for translation, and the response inserted into the dictionary automatically as soon as it arrives back. Cool stuff.
A good dose of SEO companies in attendance too...
The show is also in Manchester at GMEX in November.