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In Depth: Tech Austin
	From the February 18, 2000 print edition

Trade associations are a big part of business

It only makes sense that the explosion in Austin's high tech industry would cause an explosion in the number and variety of high tech business organizations. But tech professionals are facing the growing challenge of understanding why they should join and how they can find the best fit to enhance their careers.

Representatives from three well-respected organizations - the American Electronics Association, Technical Business Network and Association of Information Technology Professionals - say a good place to begin is to assess your needs and what you hope to gain through your participation.

"I think they [potential members] need to be very clear internally about what their expectations are of the organization," says Sonia St. James, president and CEO of TBN.

Some organizations are designed for individuals, while others require company membership. Some organizations are technology specific, while others seek to serve the larger high tech community. And each organization seems to distinguish itself by offering something unique.

Dick Moeller, chairman of Austin-based VTel Corp. and a partner with SSM Ventures, sits on the boards of the Austin Software Council, Greater Austin Chamber of Commerce and AEA. He says a good place to begin gathering information about such associations is the Internet. Organizations often provide information online about their mission, upcoming events and featured speakers.

Andrew Wise, who recently left the AEA to work for Microsoft Corp. in Austin, suggests talking to coworkers and other high tech professionals about organizations. He says to ask about different organizations' reputations and what other members have gained through their participation.

The AEA's membership spans the product and service spectrum, from semiconductor to software companies. Dues are based on a company's revenues. Approximately 50 companies are members in Austin.

Wise says AEA offers its members financial conferences -- both for private and public companies -- various types of insurance, salary surveys, executive training and public policy advocacy on both the state and federal level.

One of the things that impresses Wise about Austin is its cooperative nature. He says local organizations are somewhat unique in the way they often put competition aside and work together.

"For these industries to grow, these organizations should work together," he says.

Wise says the AEA has co-sponsored events with other organizations in the past and will do so in the future, when it makes sense. He also believes it makes sense for companies or individuals to join more than one organization -- and he is not alone.

"I don't think one organization can be everything to every company," St. James says.

Comprised mostly of small and medium-sized rapidly growing companies, the Technical Business Network strives to maintain a basic membership ratio of 70 percent technology companies and 30 percent service-related companies.

St. James says many organizations do not limit the number of service providers that can join. But if an organization does not set such limits, St. James says, it can end up being mostly comprised of people from service-related companies seeking to gain business from technology companies.

St. James describes TBN as an international funnel that connects 1,500 members in 18 states and eight countries.

TBN distinguishes itself by allowing members to allocate their membership fee for programs and services of their choice. St. James says the concept was been very well-received among TBN members, and helps her understand exactly what members find worthwhile.

Austin Mayor Kirk Watson helped kick off a recent TBN event -- the ASP/2000 Conference -- which was the first statewide conference to focus exclusively on the emerging application service provider market. The event educated companies about using an ASP business model to better serve their customers and employees.

The Austin chapter of the Association of Information Technology Professionals is comprised of 120 individuals, and 1,400 people subscribe to its monthly electronic newsletter.

"We consider our meetings to be neutral ground for everyone," says Russ Finney, director of information systems for Tokyo Electron America Inc. and 1999 president of the local AITP.

AITP was established in Austin in the 1950s, but Finney says it has reinvented itself to meet the needs of today's fast paced IT professionals.

For example, AITP recently changed its monthly meetings from a sit-down dinner to a more informal buffet-style event. Now members enjoy mingling around an open bar for 45 minutes before making their way through the buffet line.

Two of the organization's goals include bringing in high-quality speakers and increasing its newsletter membership. Recent speakers included a columnist with PC Magazine, the chief information officer of Dell Computer Corp. and Microsoft Ambassador Mike Maples. Finney says members also gain access to regular panel discussions comprised of three speakers and a university professor moderator.

Finney now serves on AITP's board of directors, but he remembers how he first became involved in Austin's high tech community.

"In my case, I started by attending a technology specific organization," Finney says. "Then I shifted and began attending both [technology specific and community oriented]."

Finney believes organizations can often provide advantages to professionals that employers cannot -- the most important of which seems to be networking opportunities.

Whether it be discussing employment opportunities or sharing business intelligence, networking seems to occur anytime a group of professional unite.

For Finney, association involvement has meant the opportunity for personal growth through his participation in leadership roles.

Moeller believes his involvement has helped him succeed on a variety of levels as well. He says it has helped him become better connected with the community, share insights with other leaders in Austin and to give back to the local community.

"The key is to be active," Wise says. "If you aren't active, you won't get the full benefits of the association."

MARY ALICE PIASECKI is an Austin-based freelance writer.

Copyright 2000 American City Business Journals Inc. Click for permission to reprint (PRC# 1.1630.281843)

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