Potential Port Conflicts with Citrix License Server 11.6.1

A couple months back, I was working on a XenDesktop 3.0 installation.  The customer was having some issues with licensing, so my first thought was to upgrade the license server to the newest version – because historically that’s been the recommended first step in dealing with license issues.  In this case, though, it turned out to break other things – but in the end gave us some very valuable information.

First, a little background information.  XenDesktop uses an agent on the virtual workstation images that communicates with a server piece called the Desktop Delivery Controller (“DDC”).  This agent/server communication happens on TCP port 8080.

Unfortunately, in this specific case, the Citrix License Service was running on the same server as the DDC service. And in the latest version of the license server service, Citrix changed the port that the License Management Console uses to communicate with the license server to…yeah, you guessed it: 8080.

This conflict prevented the XenDesktop machines from checking into the DDC, so the DDC, which, as you might infer from its name, is the broker service that controls the delivery of virtual desktops to client devices that request them, viewed them all as “offline”.  It therefore believed that there were no virtual desktops available, so no connection requests were being serviced. In technical terms, this is what we call a “bad thing.”

The solution in this case was to change the port that the License server and License Management Console communicate on to port 8082 – which just happens to be the port it used in previous versions… hmm…

It should be noted that this can affect more than just XenDesktop Agents.  Port 8080 is heavily used for other Citrix functions, such as the XML service.  Why Citrix would change the license service to port 8080? Why do people jump out of perfectly good airplanes? Guess it seemed like a good idea at the time…to somebody, anyway.

Once we started digging for it, we found detailed steps on editing the license server configuration in the License Server 11.6 readme, and it’s obvious from the text that Citrix knew using port 8080 could cause conflicts:

When you install the license server components, version 11.6.1, on the same server as other Citrix products, the License Management Console is configured to use port 8080, by default, which may conflict with the other Citrix products (for example, they may use the Citrix XML Service which may use 8080 as well). To resolve this issue:

  1. Navigate to C:Program FilesCitrixLicensingLMCtomcat
    confserver.xml
  2. Open the file in Wordpad.
  3. Replace the port number (8080) in the following line with 8082:
    <Connector port=”8080″ protocol=”HTTP/1.1″
    connectionTimeout=”20000″ redirectPort=”8443″/>
  4. Save the file.
  5. Reboot the server.

The other way we could have solved the problem, of course, would have been to move the license service to a server that had no other Citrix components running on it. We generally recommend that as a best practice, if at all possible (although we realize that sometimes it isn’t).  It just makes things easier in the long run.

Citrix Branch Repeater VPX Is Here

Earlier this month, we wrote about the Citrix push to virtualize many of their hardware appliances, the release of the Access Gateway VPX, and the pending release of a virtualized version of the Citrix Branch Repeater – their WAN optimization appliance.

The Branch Repeater VPX is now available. As you might expect, it is less expensive than its hardware counterparts, although, like its hardware counterparts, it is licensed based on the WAN bandwidth capacity it can handle. Here’s how it breaks down at the MSRP level:

Branch Repeater VPX Model 2 (2 Mbps): $4,000
Branch Repeater Model 200 (2 Mbps): $6,000

Branch Repeater VPX Model 10 (10 Mbps): $7,000
Branch Repeater Model 300 (10 Mbps): $10,000+ (depending on options)

Branch Repeater VPX Model 45 (45 Mbps): $13,000
Citrix Repeater 8540 (45 Mbps): $19,500

Furthermore, and this is a major change, all versions of the Branch Repeater VPX (even the $4,000 Model 2) will support the Branch Repeater Plug-in for the Citrix Receiver, meaning that they will accelerate connections from individual PC clients running the Repeater Plug-in. If you’re using physical appliances, you must, at a minimum, have a Citrix Repeater Model 8520, which lists for $11,500. That’s very good news for smaller customers.

As is the case with the Access Gateway VPX, the Branch Repeater VPX depends on the underlying HA functionality of XenServer to provide High Availability. (Note that Citrix has stated its intent to support other hypervisors, but the initial release is only supported on XenServer.)

There is also no indication that there will be a virtualized version of the Branch Repeater with Windows Server (hereafter the “BRwWS” to conserve electrons). After a bit of reflection, that probably makes sense. After all, the BRwWS is intended for customers who need to support services like Domain authentication, DNS, DHCP, print services, etc., at branch offices, but do not want to place traditional servers there. If you’re running a virtual appliance, then, by definition, you have at least one (and probably more than one) virtual host at that location. Therefore you are already supporting traditional server hardware there. And you probably already have other virtual servers running on those hosts and providing the needed services (and if you don’t it’s easy enough to stand one up).

One final note about the BRwWS, while we’re on the subject: Branch Repeater with Windows Server 2008 is now available. Therefore, the Branch Repeater with Windows Server 2003 will no longer be sold as of July 31, 2010.

Using Web Interface 5.2 with a Presentation Server 4.0 Farm

We here at Moose have been working with Web Interface 5.2 (hereafter referred to as WI 5.2) more and more these days, and the question was bound to come up, “Can I use the new WI 5.2 with my old Presentation Server 4.0 farm AND my new XenApp 5.0 farm at the same time?”

Yes, you absolutely can.  The Admin guide for WI 5.2 states that it is compatible with the Windows 2003 and UNIX versions of Presentation server 4.0 up through the current XenApp 5.0 versions.  However, it is not 100% compatible right out of the box.

You can configure your old Presentation Server 4.0 farm in the WI 5.2 farm properties and then login to the WI and see all of your published apps, but when you go to launch one you will receive the following message:

“An error occurred while making the requested connection.”

Citrix Web Interface Screenshot

Screenshot courtesy Citrix’s KB article CTX123003

The solution is detailed below.  These exact steps are from Citrix KB article CTX123003

  1. On the Web Interface 5.2 server, locate the WebInterface.conf file (InetpubwwwrootCitrixXenAppConf) and open it with a text editor.
  2. Locate the following entry around line# 169:
    RequireLaunchReference=On
  3. Replace it with the following entry:
    RequireLaunchReference=Off
  4. Save the WebInterface.conf file and test.
  5. Users should be able to launch applications from the XenApp 4.0 farm successfully.

That said, it is important to note that Presentation Server 4.0 hit “End of Life” on Dec. 31, 2009. (Citrix lists product lifecycle information for all of their products on their Web site.) This means that product downloads and hotfixes are no longer available, and tech support is limited to whatever information you may be able to dig out of the Citrix on-line Knowledge Base. So we sincerely hope that the only time you would ever be using the information in this post is when you’re in the process of transitioning from Presentation Server 4.0 to your new XenApp 5 (or, very shortly, XenApp 6) farm!

Make Sure You’re Using NTFS

We recently ran across a very interesting blog post by David Ball. He built a Windows XP system using the XenServer Windows XP SP3 template, then used XenConvert to convert it to a vDisk. When everything was done (with no error messages along the way), the vDisk wouldn’t boot. He kept getting the “NTLDR is missing” error.

Turns out that the problem was that the XP VM was created with a FAT32 file system. When he went through the process again, and converted the VM to NTFS before creating the vDisk with XenConvert, everything worked fine.

Nice catch, David!

Microsoft Takes a Step In the Right Direction

The big Webcast just wrapped up, and will be available for replay shortly at http://www.desktopvirtualizationhour.com. Click on the “videos” tab to get to the selection of recorded videos. Several changes were announced. Unfortunately, they don’t become effective until July 1, but you can’t have everything.

  • VECD is dead, long live the VDA. For all practical purposes, the VECD license is history. Effective July 1, if your client desktop is a PC that’s covered by Software Assurance, you will no longer have to purchase a VECD license to access a virtual Windows Desktop. That saves you about $23/device/year.

    If your client device is not covered by SA (e.g., a thin-client device), you will now be required to purchase the new “Virtual Desktop Access” (“VDA”) license, which will cost about $100/device/year. That also represents a savings of $20/year or so compared to the old VECD pricing model.

    In both scenarios, the “primary user” of that client device now has the rights to access corporate VDI desktops and Microsoft Office applications from other client devices, such as home PCs, Internet cafes, hotel business centers, etc.

  • Windows Server 2008 R2 SP1 will have a couple of new features that will make VDI a friendlier place to go:
    • Dynamic Memory – Provided your guest operating systems support “hot add” for memory, you will be able to configure your Hyper-V host with minimum and maximum memory limits for the guests. So if a VM that’s serving a power user needs more RAM, more RAM will be dynamically allocated from the host server’s memory pool. When that additional RAM is no longer needed, it will be returned to the pool. Note that this assumes that there is unallocated RAM available – this is not the same thing as “memory overcommit.” This should increase VM density and require fewer Hyper-V hosts to support a given number of virtual desktops. Note also that Windows XP does not support “hot add,” so that’s just another reason to make the move to Win7 when you virtualize.
    • RemoteFX – This is a set of technologies that have evolved from Microsoft’s acquisition of Calista Technologies a couple of years ago. It’s primarily a set of enhancements to the RDP protocol, but the graphics virtualization enhancements will also benefit virtual Win7 PCs that are running on a 2008 R2 SP1 Hyper-V host. The performance that was demonstrated during the Webcast was pretty impressive, but in addition, Citrix announced that the “HDX” technology in XenDesktop would be enhanced so it could detect when the RemoteFX technology was present, and leverage it to make graphics performance even better. You’ll find more information on RemoteFX over at the Windows Virtualization Team Blog.
  • The Citrix/Microsoft Partnership is still going strong, and a couple of new promotions were also announced today:
    • “Rescue for VMware VDI” – which is targeted squarely at people who have started to deploy VMware View, and ran headlong into problems with scalability, user experience over WAN links, etc. These customers will be able to trade in up to 500 VMware licenses for the same number of Microsoft VDI Standard Suite subscription and Citrix XenDesktop VDI Edition annual licenses at no cost. Note, however, that these are annual, subscription-based licenses, so they are going to start costing you money after the first year.
    • “VDI Kick Start” – Eligible customers can pay only $28 per device for up to 250 devices to license the Microsoft VDI Standard Suite subscription and the Citrix XenDesktop VDI Edition annual licenses, allowing you to roll out a 250-seat VDI deployment for only $7,000 in licensing costs – roughly a 50% savings. Again, note that these are annual subscription-based licenses, so you’ll start paying the regular price after the first year. Still, that’s a pretty aggressive offer.

The big loser in today’s announcements? VMware. In addition to the trade-in offer, Microsoft made it very clear where they stood. I submit for your consideration a screen cap of the Q&A thread from the Webcast:

If there was any doubt before about where the battle lines are drawn, there shouldn’t be anymore.

In closing, here are a couple of other links you may want to check out:

Bottom line: While I didn’t get everything I’ve complained about in the last couple of blog posts, and I’ve got to wait a few months for some of the announcements to be effective (nothing new about that), it was not a bad day at all. Definitely a step in the right direction.

What Microsoft Really Needs To Decide

Brian Madden had a great post today over on techtarget.com. In it, he outlined eight challenges that he contends that Microsoft will have to deal with in the realm of desktop virtualization. You might want to bounce over there and read his post before you continue. Go ahead, I’ll wait. (Note, however, that you might have to register with techtarget.com and give up your email address to read the content. Do it. In my opinion, the content is worth it.)

While I agree that all eight of the challenges he identifies are indeed issues that have to be dealt with, there is something that he failed to point out (perhaps he thought it was already clear): these issues exist regardless of whose VDI solution you choose. Whether you’re a fan of Citrix XenDesktop, VMware View, Microsoft’s own VDI solution, or someone else’s, if you’re going to be virtualizing Windows desktops you’re going to have to deal with these issues. And people are going to be virtualizing Windows desktops. And a lot of those desktops will be Windows 7 desktops.

What Microsoft really needs to decide is whether they want to proactively smooth the way for people by making it as easy as possible to virtualize Windows, or whether the projects will be done by people who are muttering and swearing under their breath about what a pain in the you-know-what it is to navigate the labyrinthine licensing requirements, deal with KMS license activation, etc.

There are a lot of really smart people at Microsoft. I know some of them – after all, here on the East Side of Lake Washington, you can hardly throw a rock without hitting a Microsoft facility. And I’m sure that many of them are smart enough to know that it’s in Microsoft’s long-term best interests to make desktop virtualization as easy and painless as possible, since people are going to do it anyway. The easier it is, the faster it will be adopted, and that adoption will boost Windows 7 adoption in the process.

But Microsoft also has a great deal of institutional inertia. I liken it to a fully-loaded oil tanker that takes five miles to start turning after you put the helm over. So it will be really interesting to see whether the really smart people will be able to overcome the institutional inertia. The fun will begin tomorrow, when we see what Microsoft has to say in their “Desktop Virtualization Hour” Webcast.

What is Virtualization? Today – Storage Virtualization

A while back we had a couple of posts talking about application virtualization and server virtualization as part of our “What is Virtualization” series. We continue with our series now with the exploration of storage virtualization.

Storing data has been and will always be an issue for most companies, particularly given the rate at which storage requirements are increasing. Data storage is much more difficult than, say, storage of your own personal physical stuff.

To help me understand a bit better how storage virtualization works I go back to my condo reference. Assume that I live in a condominium complex with a bunch of other people. Since the units are a bit small, the complex offers storage units for the tenants’ use…a place to hold that extra bookcase, the leaf to your dining table, or your velvet Elvis painting. Unfortunately, each tenant gets only one storage unit. This means that if your unit is full it does you no good to know that your neighbor’s unit has nothing in it, because you have no access to it.

Now I like to travel, and when traveling I tend to pick up some knickknacks and tchotchkes from wherever I end up. I get back to my condo and find that my storage unit is already so full there is a note on my door from the fire marshal.  So what do I do? I do what most folks do:  No, I don’t get rid of anything (are you kidding?) – instead I rent a storage unit from the self-storage guys down the street. Now I have stuff in 2 different places. After a few years I have to get a third unit – but the unit down the street is full so I have to rent yet another storage unit across town. Clearly I have a problem: Aside from the obvious problem of being a pack rat, I have 3 storage units in 3 different locations. What happens if I need to find something that I’ve stored?  Will I even know where to look? (Clue: Probably not, because if I was sufficiently organized to keep a record of what stuff is in which storage unit, I probably wouldn’t be the kind of person to accumulate that much stuff in the first place!)

How does this apply to your business data? Well, one of the biggest problems we run into when trying to organize data in the traditional way, where each server has its own local storage, is that Murphy’s Law dictates that free storage space never exists in the server that needs it.  If my Exchange Server is running out of disk space, it does me no good to have 200 Gb free in my file server – just as it does me no good to know that your condo storage space is empty if mine is full.  In fact, it’s even worse. If my condo storage space is full, and I really trust you, I might make a deal with you to use some of your condo storage space – but there’s just no way to make that free space in your file server available to your Exchange Server.

“Storage virtualization” refers to the process of taking a bunch of physical disks and turning them into a central “storage pool,” portions of which can then be allocated back to your individual servers in such a way that they believe that the storage is local to them when, in fact, it is not. This separation of the drives from the individual servers is the key to storage virtualization and its benefits.

Since the drives are now managed as one large pool it is possible to perform tasks that previously were not possible, such as the migration of data between drives without down time, or being able to allocate storage on demand to the servers that need it. Storage virtualization allows you to perform these helpful tasks from a single management point.  We generally refer to this kind of storage virtualization system as a “Storage Area Network,” or “SAN.”

“Thin-provisioning” makes it even better.  Instead of trying to guess in advance how much storage to allocate to each server, and then potentially having to adjust things later, I can tell each server that it has way more storage than is actually available.  For example, I might tell ten different servers that they each had access to a terabyte of storage when, in fact, I only had a total of two or three terabytes of physical space in my storage pool.  I then let my SAN dynamically allocate the physical storage to the servers that need it – but only allocate as much physical storage as necessary to store the actual data.  The SAN will then alert me when I get close to running out of physical space so I can increase the size of my storage pool.

If my condo implemented storage virtualization, I imagine it would work like this. I would have one key and one drop off spot for all my storage items. Once I drop off my velvet Elvis I wouldn’t have to worry about where it would be stored and how much space it would take up. The storage management elves would find a place for it, and fetch it for me again when I requested it.  Since I have so much stuff and my neighbor hardly has any we may end up sharing a storage closet, but neither of us knows, or cares.  Heck, our stuff may be scattered across every storage closet in the complex.

After a bit of traveling, I may have enough stuff to fill up 2 storage closets all by myself. But I can still bring it to the general drop off location and not need to worry about which closet it goes in…because to me it looks like there is only one big closet. If management decides it would be easier to manage my stuff if it was all together in one room, they may elect to put all my stuff in a new, larger storage unit. All this would happen without me knowing or caring where my stuff is physically located.

Storage virtualization is not the newest technology out there – in fact, people were deploying SANs for all of the reasons listed above long before server virtualization became a big deal.  But storage virtualization enables many of the coolest server virtualization features, such as live motion – the ability to migrate a running VM from one virtualization host to another.  And we haven’t even begun to talk about the additional tools you may have for data protection, backup, and disaster recovery, such as the ability to leverage SAN replication to automatically send a copy of your critical data off-site. At the end of the day storage virtualization is great tool to save time, improve hardware utilization, increase agility, and most importantly save you money.

Your data needs to be organized and secure…just like my personal stuff. In fact, protecting your data is arguably more important, because the condo burns down I can probably get an insurance check for my physical stuff. But simply monetary damages may not be sufficient if you lose your data. (Can you even put a price tag on your data? Hint: How much is your business worth? Hint #2: What’s it worth to stay out of jail for violating laws on record retention?) Storage virtualization gives you another big toolbox full of tools to help you organize and secure it.

However it is still not an excuse to not throw a few things out every now and then.

Is Microsoft Changing VDI Licensing?

You may want to mark your calendar – one week from today, Microsoft is holding a “Desktop Virtualization Hour” Webcast, beginning at 9:00 am Pacific time.

Why should you care about this? Well, techtarget.com and others are reporting that there are some licensing changes coming that will make it easier – and hopefully less expensive – to license desktop virtualization technologies.

I really hope they’re right, because the current license model is complex, expensive, and, in my experience, not very well understood by the user community. The vendors of VDI technologies are often not very helpful in this regard, because their focus is to sell you on why their VDI approach is the best, not to needlessly (in their view) complicate the sale by saying, “By the way, here are all the hoops you have to jump through to legally license this deployment from the Microsoft perspective.” Not to mention the fact that their salespeople may not understand the Microsoft licensing side very well anyway.

Today, there is one and only one way to legally license access to virtual Microsoft desktop operating systems, and that’s with the VECD license. (When it was first introduced, VECD stood for “Vista Enterprise Centralized Desktop” – today it stands for “Virtual Enterprise Centralized Desktop.”) The VECD license is only available as an annual subscription license…and the annual cost varies, depending on what the client device is that’s being used to access the virtual desktop OS. If the client device is a Windows Desktop that’s covered by Software Assurance, then adding a VECD license for that client is only $23/year. If it’s anything else – a Windows desktop that’s not covered by Software Assurance, a thin-client terminal, a Linux desktop, a Mac, etc. – the cost jumps to around $120/year. That adds up pretty quickly, and it goes on forever. That’s a tough license model to adjust to if you’re a Small- or Medium-sized business that’s used to just buying new PCs that come with OEM copies of Windows.

These days, you can buy a pretty darned good desktop PC with a professional version of the Windows OS, and probably an OEM copy of the Office Suite, for $700 – $900. If you amortize that over three years, well, you can do the math. Throwing another $120/year on top of that for the VECD license is not insignificant…and we haven’t started talking about the cost of the rest of the VDI infrastructure.

Don’t get me wrong – I’m a fan of VDI in general, and Citrix XenDesktop in particular, which you already know if you’ve followed this blog for any length of time. I truly believe that there are overall cost savings to be had. But most of the savings are in soft costs: reduced effort to manage the desktop image; easier to upgrade and patch; harder for users to break things; easier to insure that critical data is being stored in the data center and backed up; flexible application deployment options; consistent access to the same desktop from just about anywhere; extended life for the client device; faster rollout of Windows 7; etc. Those cost savings are real. Unfortunately, they are also, by definition, hard to quantify, despite the best efforts of the Gartners of the world. And a lot of businesses are still in an operating mode where reducing hard costs today is more important than reducing soft costs in the future.

Reportedly, one of the changes Microsoft is announcing will be a move from per-device licensing to per-user licensing. Depending on what the numbers look like, that could be a step in the right direction.

The other change I’d like to see – and this applied to Windows Server licenses as well as to desktop OS licenses – is to have the OS license associated with a workload, not with a physical device. If a Windows Server license was associated with a workload, e.g., my Exchange Server, instead of me having to “assign” it to a piece of hardware, then I could use live motion to move it from one virtual host to another, or use HA functionality to restart it on another virtual host in the event of a host failure, without having to worrying about whether I’m violating my Microsoft license agreement.

On the desktop OS side, I tend to agree with Tony Wilburn of Betis Group, Inc., who is quoted in the techtarget.com article as saying, “If I buy a Windows 7 license…let me use that instance of Windows 7 whether I have it installed locally, attach to it remotely with a PC or thin client running Windows or Linux, [or] have it running on vSphere, XenServer, or Hyper-V.”

Microsoft’s answer to the Server OS issue is: buy Windows Datacenter Edition licenses for your virtual hosts. And that does indeed solve the license compliance issue. It can also nearly double the cost of licensing for a smaller business that is looking at server virtualization for the first time.

So far, Microsoft’s answer to the desktop OS issue is: buy the VECD license.

But Microsoft is not totally insensitive to customer pushback. Some of us remember when NT 4 Terminal Server Edition was first introduced. Microsoft’s initial licensing stance was to say, in effect, “Terminal Services provides another way of accessing an NT 4 desktop. Therefore, if the client device you’re using is not an NT 4 Workstation, you must buy an NT 4 Workstation license for it, no matter what it is.” Customers who were running Windows 9x, or thin-client devices, or Macs, were not happy about being told that they had to buy a bunch of NT 4 Workstation licenses that would simply sit on a shelf or in a file cabinet and never be installed. The customer outcry was so loud that, less than a year later, Microsoft converted to the Terminal Services CAL license model – which at least had the virtue of being consistent with the way they licensed other server products.

Windows 7 adoption is important to Microsoft. And Windows 7 adoption is driving a lot of the current interest in VDI. Therefore, it is in Microsoft’s best interests to make it as easy as possible for customers to deploy VDI as a means of enabling and accelerating Windows 7 adoption. The signs are hopeful, we’ll just have to wait and see what comes out of next week’s Webcast.

It’s Official – XenApp 6 Is On the Way

As most of you know, XenApp 5 is not compatible with Windows Server 2008 R2. Citrix has been working diligently on an R2-compatible version. The “technology preview” has been out for several weeks now. Apparently the new product is sufficiently different that Citrix decided it warranted a major release number – so a few days ago, Citrix announced the release of XenApp v6. Here are some of the high points of the new release:

  • The biggie, of course, is compatibility with Windows Server 2008 R2. This means, among other things, that it will be a 64-bit-only release (since R2 is strictly 64-bit). And that has obvious implications for things like print driver and application compatibility.
  • New setup wizards reportedly cut installation time in half.
  • New “AppCenter” application management console. Includes the ability to manage and deliver streamed apps using both Microsoft App-V and Citrix application streaming from a single point.
  • Better integration with Microsoft management tools, including PowerShell.
  • “HDX” (High Definition User Experience) support for:
    • Real-time audio and video collaboration using Microsoft Office Communicator and VoIP soft phones
    • CD-quality audio with 90% less bandwidth
    • Plug-n-play support for USB devices like Point-of-Sale interfaces, webcams, microphones, scanners, digital cameras, etc.
  • Support for the new “Dazzle” self-service application storefront
  • New Citrix Receiver for Android mobile devices (and a promise that BlackBerry support is coming soon)

Along with the release of XenApp 6, Citrix is also releasing XenApp 5 Feature Pack 3, which will port as many of these features as possible back to Windows Server 2003 and Windows Server 2008 (non-R2) users.

Customers with current Subscription Advantage as of March 17 will be able to download XenApp 6 starting March 24. And, since XenDesktop 4 Enterprise and Platinum editions include full access to XenApp functionality, this applies to XenDesktop 4 customers as well as XenApp customers.

For more on the announcement, check out the following video from Citrix TV:


And for even more product information, see the XenApp 6 product page on the Citrix Web site.

Why You Should Still Go To Trade Shows

Over the last few years we have seen a decline in trade show attendance. There are several reasons for this:  For one thing, trade shows always seem to suffer in economic downturns, because most organizations are trying to do more with fewer people, which just makes it more difficult to get away from the office to attend.  Plus, much of the product information that we used to go to trade shows to get is now available at your finger tips on the internet anytime you want or need it.  So it makes sense that the trade show world is a bit slower these days. However, there are still many reasons to attend trade shows and ways to make it worth your time to be there.

Education
Many shows have breakout sessions and tech features these days. Even though many breakout sessions focus on products that a particular vendor is pushing, you will often get some good insight and ideas for how their product might be utilized that can be useful to you in ways the speaker never intended. Also, trade show promoters often hire experts in a particular field to speak on a topic rather than a product.  Look online (all trade shows have Web sites these days, right?) and see if there is a list of the sessions before you go, so you can choose the ones you think would be most beneficial.

Networking
You will never meet more people interested in your company and what it does than you will at a trade show.  Use that to your advantage. You might not need a particular product or service now (or ever), but people change job titles, change companies, or just change how they do business. It’s always good to have resources for whatever might happen.

Who knows?  Maybe the person working the vendor’s booth might need your services – don’t be afraid to ask. They might need a personal loan for their kids’ education, and if you’re in banking they could be a potential customer. I’m not suggesting that you try to hard-sell the representatives who are working their booths (although there might be some satisfaction in turning the tables on some of the more annoying sales representatives that you occasionally run into), but you’d be surprised at the opportunities that get uncovered simply by having a business conversation about what you do and what they do.

Yet a third networking opportunity presents itself:  other attendees.  Other people are probably looking for the same things you are, and have many of the same issues that brought you to the trade show. Meet and talk with other attendees  –  they many know of a solution or have recommendations that could help you greatly. Make it a point to talk to as many people as possible while you’re there.

Serendipity
Even if you can read about and learn about anything and everything on the mighty interwebs, you still have to have some idea what you’re looking for in order to find it. Sure, there are trade magazines and blogs (including this one) and any number of places that write about the latest and greatest stuff, but they still have limited reach, and most of them write for the masses.  A trade show is your chance to find that “shiny new thing” you didn’t even know you should be looking for:  a new technology, design, option, or whatever that could potentially help you and your business in a way you hadn’t even thought about.  Making a buying decision is a whole lot easier when you know all of your possible options.

Trade Show Stuff
Not really that important, but hey,  you’ve got to love that trade show swag.  Note pads, pens, and highlighters for a year. T-shirts for your weekend yard work or for drying your car off when you’re done washing it.  Stocking stuffers for the holidays.   Flying toys for your kids.  Quick birthday presents for co-workers.  And nothing says “Happy Anniversary” like a logo-branded, 128 Mb, USB thumb drive.  So stock up.  And follow your nose to the booth that’s giving away the fresh-popped popcorn (there’s always at least one)…early in the day while it’s still fresh!