MADRID (AFP) - They're not quite offering "wearable" computers yet, but mobile hi-tech gear and fashion are well on the way to merging if the the 46th edition of Madrid's International Exhibition of Information Technology and Communications, popularly known as SIMO, is any guide.
SIMO is Europe's second-biggest IT fair behind Germany's CeBIT extravaganza. While it may sit in the techno slipstream of Asian equivalents, 650 firms nonetheless showed up this week to display their wares, seeking to attract the attention of the corporate sector as well as that of the public at large.
Spanish firms in particular have awakened to the fact that in the era of the "intelligent" home, information technology has taken off with women as well as men.
Bearing that in mind, Asus computers weighed in with laptops targeting fashion-conscious consumers.
"This won't be new for your Asian readers but wireless portable technology's time is now, in Europe too, and fashion is a driving element," Asus market development manager Jose Manuel Cabanas told AFP.
Cabanas says over the past two years the proportion of Spaniards buying notebook computers has caught up and is now on the verge of passing those still plumping for the traditional desktop desk-filler.
To hook consumers, the company, which puts itself at number three in the notebook provider list in Spain, has brought in some snappy stylists.
Men can drool over a model finished in bright yellow a la Lamborghini Diablo, replete with badge, while female fans can choose from a variety of styles, including notebooks with crocodile-skin or luxuriant leather palm rests.
"There is an element of fashion nowadays," said Cabanas, standing just to the side of a host of Microsoft banners ramming home the company's "your potential, our passion" maxim.
"Integration (of gadgets) has a limit and the image of the brand does count for something in a growing market."
He conceded, however, that "that doesn't substitute for quality, for which we are renowned."
Earlier, SIMO director general Santiago Quiroga said he regretted the decision of some major companies, Canon and Sony included, to sidestep this year's edition.
"They're missing a golden opportunity," he insisted.
Computers aside, mobile phone technology providers also muscled in on the exhibition, as professionals and private individuals crowded round to see Vodafone show off the latest in digital encryption technology nine months after Spain hosted the 3GSM World Congress in Barcelona.
Spaniards have discovered Voice Over Internet Protocol (VOIP) and Internet calls firm Skype says it will have 3.5 million customers in the country by year's end.
That may not be good news for the traditional telecom firms but, says David Fan, sales executive of Taiwan's Alcon Telecommunications Company Ltd, the whole idea of cheap Internet calls is proving a boon for firms such as his.
"The emergence of companies such as Skype provides a boost (in demand) for all our line products and the SIMO is a good opportunity for Taiwanese communications products to make their mark," said Fan.
In a world where the sheer volume of must-have devices only confuses most mortals, the IT junkie rejoices at opportunities to marry hi-tech to traditional favourite pastimes.
Queues around the XBox 360 screens therefore snaked back almost to the exit door as male fanatics pitted virtual Real Madrid against virtual Barcelona or virtual Real against Manchester United.
From a certain angle it might have looked halfway realistic -- after all, even the flesh and blood Barcelona crumbled to Real in the capital a few weeks ago, just as was happening on the gamers' screen.
But out-of-favour David Beckham actually starting for Real against, of all teams, Manchester United?
Clearly the parallel world of the virtual universe hasn't taken over just yet.
