Exhibiting at CommunicAsia is not the same as attending it. Attendees can afford to browse. Exhibitors cannot. You have three days, a fixed amount of floor space, and a budget that needs to justify itself through qualified conversations, booked meetings, and pipeline that your sales team can actually close.
This guide is written for companies preparing to exhibit at CommunicAsia 2026 — running from 20 to 22 May at Singapore EXPO — who want to make the investment count. It covers what the event looks like in 2026, who will be walking the floor, how to set up a booth that generates the right kind of attention, which display solutions work best in a tech exhibition environment, and how to ensure your team arrives prepared rather than improvising.
There is nothing theoretical here. Everything in this guide is directly applicable to the decisions you need to make over the next ten weeks.
What CommunicAsia 2026 Is — and Why It Matters
CommunicAsia is Asia's flagship ICT and telecommunications trade event, and 2026 marks another significant edition under the expanded Asia Tech x Singapore (ATxSG) platform. The show runs as part of ATxEnterprise, an industry-focused segment that runs simultaneously with BroadcastAsia, SatelliteAsia, TechXLR8Asia, and The AI Summit Singapore.
The combined event draws a serious crowd. At the 2025 edition, CommunicAsia recorded over 2,900 industry leaders, 1,200 VIPs, 450+ speakers across conference stages, and representation from 35 international pavilions. Crucially, 75% of all attendees were at management level or above — the kind of visitor profile that makes B2B investment worthwhile. The average exhibitor or sponsor generated more than 100 qualified leads across the three days, with over 40,000 total engagements recorded through badge scans and meeting requests alone.
Singapore EXPO, where the 2026 edition is held, provides the space to match: ten column-free halls, ceiling heights that reward tall and bold display choices, and direct MRT access that keeps foot traffic moving throughout all three days.
For companies selling telecom infrastructure, enterprise networking, 5G solutions, cybersecurity platforms, satellite technology, cloud connectivity, AI-driven operations, or any technology that touches the communications stack, there is no denser three-day window in Asia for connecting with the buyers, partners, and integrators who matter.
Who You Are Actually Selling To
Understanding your audience before you design a single banner is one of the most underrated steps in booth planning. At CommunicAsia, the visitor mix is genuinely diverse, but the primary buyer categories are well-established.
Communication service providers and mobile operators make up a significant portion of the floor. They are evaluating vendors for infrastructure upgrades, network virtualisation, open RAN transitions, private 5G deployments, and the monetisation challenges that come with all of them.
System integrators, VARs, and distributors attend specifically to expand their product portfolios. They are not always the end buyer, but they are often the path to the end buyer — and a productive conversation with a regional integrator can unlock deals across five or six enterprise accounts.
IT and security solution providers are looking to extend their offerings into the telecom layer, or to position their platforms for the enterprise edge and cloud-native infrastructure that operators are now building.
Manufacturers and OEMs attend to benchmark themselves against the market, to connect with regional distribution partners, and to demonstrate production-grade capabilities to buyers who are moving past pilot phase.
Enterprise buyers — increasingly present at CommunicAsia as private 5G, SD-WAN, and AI-native network management become internal infrastructure projects rather than purely telco concerns — arrive looking for vendors they can shortlist for RFPs.
Beyond these categories, the overlap with BroadcastAsia and The AI Summit Singapore means you will also encounter media and broadcast technology companies, live event producers, AV system integrators, and smart city programme leads — a meaningful expansion of the commercial opportunity for vendors whose solutions span multiple verticals.
The common denominator across all of them: they are not browsing. They arrived with a shortlist, a problem statement, and a timeline. Your booth needs to tell them, in the first few seconds, whether you belong on that shortlist.
What CommunicAsia 2026 Is Focused On
The themes framing CommunicAsia 2026 give you a roadmap for how to position your company. The official focus areas include Monetisation in the Age of Intelligence, 6G and Future Connectivity, AI-Native Telco Transformation, and Hyperscaler Partnerships — all sitting within the broader conversation about connectivity infrastructure and digital transformation at scale.
These themes are useful not as buzzwords to print on your banner, but as signals of what buyers have on their minds. A CSP evaluating your product is thinking about how it fits their transition from legacy infrastructure to cloud-native, virtualised, AI-managed networks. An enterprise buyer is asking how your solution handles compliance, integration, and deployment risk. A system integrator wants to know if your product is easy to sell and supported regionally.
The practical implication: your booth messaging should speak to outcomes within these themes, not the themes themselves. Not "AI-Native Transformation" — but "reduce network operations cost by 40% without replacing your existing core." The theme is the context. The outcome is what makes someone stop.
Define Your Booth Objective Before You Design Anything
Every decision that follows — layout, display setup, messaging, staffing, lead capture — should flow from one clearly defined goal. The most common booth objectives at CommunicAsia are:
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A target number of booked meetings (realistic range: 20–50 across three days depending on your sales motion)
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A target number of qualified conversations (60–100 is achievable based on the event's average lead generation data)
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Channel partner discovery (identifying ten to fifteen regional VARs, integrators, or distributors worth pursuing)
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Product launch coverage (first market exposure, media and analyst conversations, early adopter validation)
Pick one primary objective. All your messaging, your display configuration, your team briefing, and your post-show workflow should serve that one objective. Exhibitors who try to serve all goals simultaneously usually serve none of them particularly well.
How to Lay Out Your Booth Space
Regardless of your booth size — whether you have a 3m × 3m shell scheme or a 6m × 6m open space — structuring your floor plan around three zones makes execution dramatically simpler and more effective.
The Attract Zone is everything visible from the aisle before someone steps into your booth. This is where your hero message lives: on your backdrop or pop-up wall behind the booth, and on the pull-up banner stands positioned at your two front corners. The goal of the attract zone is not to explain your product. It is to stop the right people and give the wrong people a quick reason to keep walking. One strong headline, one clear audience signal, and a visible call to action are enough.
The Demo Zone sits in the centre of your space and is where your product or service is brought to life. This might be a screen-based software demo, a physical hardware display, or a structured conversation using printed reference material. Keep this area clear enough that a small crowd of three to five people can form without blocking the attract zone. If your demo draws attention, the signage behind it still needs to be readable by people passing in the aisle — that is the practical case for positioning your two front banners at corners rather than directly behind your presenter.
The Close Zone is typically at the back or along one side of your booth. This is where the serious conversation happens: a standing table or a couple of chairs, your brochure holder with one-page solution briefs, and your most important QR code linking to a meeting booking page or content download. Buyers who reach the close zone have already self-qualified — your job here is to confirm the next step cleanly.
This layout works at CommunicAsia because it mirrors how buyers actually move through a booth: they scan from the aisle, approach if relevant, evaluate in the middle, and decide at the back.
Display Setup: Choosing the Right Equipment for Singapore EXPO
Singapore EXPO's column-free halls and high ceilings create ideal conditions for tall, vertical displays. A full-height pull-up banner at 200cm is readable from fifteen metres in the right sightlines, and a curved pop-up backdrop creates a defined booth environment even without walls or carpentry.
Pull-Up Banners
Pull-up banners are the workhorse of exhibition display for a straightforward reason: they are fast, flexible, and reusable across multiple events. For CommunicAsia, most booth configurations need between two and five units depending on size.
The Pull Up Stand Budget Series starting from S$95 handles supporting messages well — use case verticals, product-specific copy, partner logos, or contact information. For your hero banner — the one positioned at the most prominent point of your booth — the Deluxe Pull-Up Banner Stand from S$180 offers a wider base cassette and a cleaner finish at ground level, which matters when senior buyers are forming their first impression of your brand.
The roll-up banner range is a synonym worth knowing: many buyers search for "roll-up banner" when they mean the same product. Both terms refer to retractable spring-loaded banner stands.
For more on how to use pull-up banners effectively across different exhibition venues and booth sizes, the guide to buying pull-up banners for trade shows in Singapore covers material choices, dimensions, and positioning strategy.
Pop-Up Backdrop and Display Systems
A pop-up backdrop transforms a standard shell scheme into a branded environment. It is the difference between a booth that looks like it belongs at a professional event and one that looks like it was assembled the night before.
At CommunicAsia, where many larger exhibitors will invest in custom carpentry, a well-designed pop-up system holds its own and offers practical advantages: it sets up in under fifteen minutes, travels in a wheeled trolley case, and the graphics are interchangeable — meaning the same frame can be refreshed for SIGEP Asia in July, ITB Asia in October, or the Singapore FinTech Festival in November without replacing the hardware.
The pop-up display systems are available in three-panel and four-panel formats, in both straight and curved configurations. Curved systems subtly define your booth perimeter and create a sense of enclosure that encourages visitors to step in rather than peer from the aisle. Straight systems work better as flat feature walls behind a main screen or speaker position.
The Basic Pop-Up Display Bundle from S$2,000 includes the frame, printed graphics, and a carry case. For exhibitors attending more than two or three Singapore events in a year, the per-event cost amortises very quickly.
For a side-by-side comparison of pop-up display configurations and how they perform at different venue types, the Pop-Up Display System Singapore guide is a useful reference. If you are specifically evaluating a large-format backdrop for a conference-style setup, the event backdrop Singapore guide covers stage walls and press-style configurations.
Snapframes, Foamboard, and A-Frame Signs
These smaller items are easy to underestimate until you are on-site and realise they are solving three or four practical problems.
Snapframes from S$49 are front-loading poster frames ideal for information that needs to be updated during the show. Demo schedules ("Sessions at 10am / 2pm / 4pm"), pricing tiers, certification badges, or a competition entry mechanic — any content that might change between Day 1 and Day 3 is better in a snapframe than printed on a banner.
Foamboard posters from S$5 handle quick directional signage cleanly: "Scan here for the deployment brief", "Book a demo at this station", or "Meeting corner — step in." They are lightweight, easy to position anywhere, and easy to replace if a design needs updating between days.
A-Frame Poster Stands from S$250 earn their place at booths positioned along main aisles or exhibition entrances. If your booth faces a high-footfall corridor inside Singapore EXPO, an A-frame at the aisle edge effectively extends your booth frontage by one to two metres and captures visitors who would otherwise walk past.
You can browse the complete range across all product types in the Pullupstand.com product catalogue.
How Many Display Items Does a Booth Actually Need?
One of the most common over-spends at exhibitions is printing too many items that serve the same function. A practical rule of thumb:
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3m × 3m shell scheme: 2–3 pull-up banners, 1 backdrop, 1 brochure holder, 1–2 snapframes.
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6m × 3m inline booth: 4–5 pull-up banners, 1 backdrop, 1 brochure holder, 1 A-frame, 2 snapframes.
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6m × 6m open or island booth: 4–6 pull-up banners, 1 large pop-up system, 2 brochure holders, 1 A-frame, 2–3 snapframes.
For pre-configured bundles that simplify the procurement process, the Exhibition Booth Packages Singapore 2026 page covers options from S$270 upwards. For a step-by-step walkthrough of the full setup process, the Exhibition Setup Guide Singapore 2026 covers everything from booth briefing to show day logistics.
Writing Booth Copy That Actually Works at CommunicAsia
Most booth copy fails for the same reason: it is written from the inside out. It describes what the product does, lists the features, includes the company tagline, and prints the website URL. All of that is useful — for the website. For a banner, it is invisible.
Exhibition copy works when it is written from the outside in. Start with the outcome the buyer cares about. Then work backwards to what you need to say to support it.
A practical framework for every piece of signage:
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Outcome headline (six to ten words): Something specific and immediately relevant. "Private 5G networks for industrial sites — deployed in weeks." Not: "Transforming Connectivity for a Smarter World."
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Who it is for (one line): Industry sector or use case. "For telecoms, logistics operators, and enterprise IT teams."
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Proof (one concrete element): A customer logo, a deployment number, a certification, or a specific metric. Not a general claim.
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Next step (visible CTA): A large QR code with a label. "Scan to book a 15-minute consult" or "Scan to get the deployment checklist."
This structure works for backdrops, pull-up banners, one-pagers, and snapframes. The most important discipline is keeping each piece of signage to one message. Banners that try to carry five messages deliver zero of them with clarity.
For detailed guidance on layout, typography, colour contrast, and safe zones for print files, the banner design guide and the exhibition booth design guide for Singapore 2026 both cover the visual fundamentals in depth.
Preparing Your Team: The Difference Between Busy and Productive
A well-designed booth with an underprepared team is a waste of an investment. At CommunicAsia, the floor is loud, fast, and competitive. Buyers will make a first impression of your brand within seconds of approaching. Your team needs to be ready.
Assign roles clearly. Every person at the booth should know their job before the doors open.
The greeter stands at the attract zone, makes eye contact with passing visitors, and starts a brief qualifying conversation. They do not need to know the technical detail — they need to know the pitch, the qualifying questions, and when to hand off to the demo lead.
The demo lead handles product walkthroughs and technical evaluation conversations. They go deeper, respond to architecture questions, and identify integration or compliance concerns that need following up.
The closer focuses on converting good conversations into confirmed next steps — a booked meeting, a follow-up call, a trial request. Their job is to capture the key details and confirm the action before the visitor walks away.
Prepare the twenty-second pitch. Everyone staffing the booth should be able to deliver this from memory:
"We help [specific audience] with [specific problem], by [solution in plain language]. The typical result is [concrete outcome]. Are you evaluating this area now, or planning ahead for later in the year?"
That last question is your first qualifier. The answer tells you exactly how much time to invest in the next three minutes.
Three qualifying questions for CommunicAsia:
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Are you actively evaluating vendors for this, or mapping options for later this year?
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Is this for your own network environment, or something you would resell or integrate?
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What is the priority for your team — deployment speed, cost of ownership, or compliance?
For a wider set of exhibitor preparation strategies that apply across Singapore's major trade shows, the FHA 2026 exhibitor guide includes booth staff training frameworks that transfer well to CommunicAsia's B2B environment.
Lead Capture That Holds Up After the Show
The goal is not more business cards. The goal is more accurately tagged, actionable contacts.
Set up a simple two-layer system:
Primary: A QR code linking to a short form (name, company, role, and one qualifying question about timeline) plus a calendar link for booking a follow-up meeting. Label the QR code clearly. "Scan to book a consultation" outperforms an unlabelled code by a significant margin.
Backup: Badge scanning if the organiser provides it, or a brief paper sheet where your team adds a few notes next to each name — enough to remember the conversation context two days after the show closes.
Spend fifteen minutes at the end of each day reviewing leads and tagging them into tiers: hot (decision-maker, active project, confirmed timeline), warm (strong fit, early stage), cold (interested but no timeline), and partner (potential reseller or integrator). This prevents your sales team from spending equal time on leads with very different conversion potential.
Following Up: Where Most of the Value Is Made
The first forty-eight hours after CommunicAsia closes are the highest-leverage window in your entire exhibition investment. Buyer recall drops sharply after seventy-two hours. Your follow-up needs to happen before then.
Same evening, Days 1 and 2: Send a brief, personalised message to every Tier A and Tier B contact. Reference something specific from the conversation. Include one link — the brief, a relevant case study, or the meeting calendar — and one clear next step.
Within forty-eight hours: Send a short qualifying question to any contact you have not yet connected with: "Following up from CommunicAsia — is your evaluation timeline more Q3 or Q4 this year?" This reply creates an engagement signal and tells you where to invest more time.
Within seven days: Send one piece of substantive content — a deployment checklist, an ROI reference, or a short case study — and propose a specific next step (a thirty-minute call, a live demo, a trial setup).
Tier A contacts should receive a direct call within twenty-four hours of the show closing. Every hour of delay on a hot lead reduces the probability of a response.
CommunicAsia 2026 Preparation Timeline
Here is a realistic week-by-week roadmap from now to 20 May:
Now through early March (8–10 weeks out):
Lock your booth objective and hero message. Choose your display configuration and place your order — lead times for custom-printed display materials in Singapore typically run two to three weeks, and leaving production until April creates unnecessary risk. Confirm your booth assignment with the organiser and download the official exhibitor manual.
March (6–8 weeks out):
Finalise artwork and submit for print. Create your meeting booking landing page. Write your one-page solution brief for each product line or vertical. Confirm your demo setup and any equipment that needs shipping or rental.
April (4–6 weeks out):
Run team training. Practice the pitch, the qualifying questions, and the close. Set up your lead capture workflow and test every QR code across multiple devices. Confirm logistics for display delivery to Singapore EXPO — Pullupstand.com offers direct delivery to the venue with standard turnaround and same-city support if anything needs adjusting on-site.
Early May (2–3 weeks out):
Final packing checklist. Print spares: extra one-pagers, an extra set of business cards, and a spare pull-up banner graphic in case of damage during setup. Brief the team one final time on roles and the day-one game plan.
Show days — 20–22 May 2026:
Execute consistently across all three days. Keep the booth clean and the table clear. Rotate staff energy every two to three hours. Start following up same evening. If one banner or CTA is clearly outperforming, note it and apply the lesson to the next event.
For a broader view of what is on in Singapore across 2026 — including the post-CommunicAsia events that many of the same buyers will attend — the Singapore exhibition calendar covers sixty-plus confirmed events through the year.
Frequently Asked Questions
When and where is CommunicAsia 2026?
CommunicAsia 2026 runs from 20 to 22 May at Singapore EXPO, 1 Expo Drive, Singapore. It is part of the ATxEnterprise programme under Asia Tech x Singapore.
What other shows run alongside CommunicAsia?
BroadcastAsia, SatelliteAsia, TechXLR8Asia, and The AI Summit Singapore run simultaneously as part of the broader ATxEnterprise and ATxSG programme.
How many leads should I expect as an exhibitor?
Based on 2025 event data, the average exhibitor generated over 100 qualified leads across the three days. Results vary based on booth positioning, messaging quality, and team preparation.
What display setup works best at Singapore EXPO?
Tall display systems perform well given the high ceilings. A pop-up backdrop as your hero wall, two to three pull-up banners at booth corners and entry edges, a brochure holder near the entry, and snapframes for agenda and directional signage is a reliable configuration for most booth sizes.
Can I order display materials locally in Singapore?
Yes. Pullupstand.com supplies display hardware and print to Singapore exhibitors with delivery to Singapore EXPO, Marina Bay Sands, Suntec, and other major venues. Standard turnaround is three to five working days, with express options available for time-sensitive orders.
What should my banner headline say?
Write an outcome, not a feature. Six to ten words that describe a concrete result for a specific audience. Avoid generic phrases about transformation or the future — write something a buyer would recognise as directly relevant to the problem they arrived at the show to solve.
Ready to Order Your CommunicAsia 2026 Display?
With the show on 20–22 May, the practical production window — enough time for design review, printing, and confirmed delivery — runs through March and into mid-April. Orders placed after late April carry increasing logistical risk.
Pullupstand.com has supplied exhibition display solutions to Singapore exhibitors since 2007. Pull-up stands from S$95, pop-up display systems from S$2,000, and a full range of supporting signage are available with same-city delivery to all major Singapore EXPO events. The team can advise on the right configuration for your booth size, handle file checks before production, and arrange delivery directly to the venue ahead of setup day.
Browse the full product range, or contact the team via WhatsApp for a quote. For a side-by-side review of display options across different booth sizes and budgets, the exhibition display solutions guide is a useful starting point before you decide.
For a broader overview of exhibiting at Singapore's major venues — including practical tips that apply across CommunicAsia and beyond — the exhibition success guide covers the full process from booth brief to post-show follow-up.
Planning to exhibit at other major Singapore events in 2026? The Singapore exhibition calendar covers sixty-plus confirmed trade shows through the year, including ITB Asia in October, the Singapore FinTech Festival in November, and a dozen other events with significant exhibitor activity.
