SITS 2026 in Utrecht: A successful start for cora in the Netherlands

The Service Desk & IT Support Show Netherlands (SITS) has quickly become a key gathering place for IT service management, service desk, and support professionals. With nearly 1,000 attendees, over 60 exhibitors, and an extensive seminar program, the event in Utrecht provided the ideal platform for discussing the future of modern IT services.

First Exposure in the Dutch Market

For cora, participating in SITS 2026 was far more than just a typical trade show appearance. The event marked an important milestone in our Benelux strategy and provided the opportunity to present our solution to a broad Dutch professional audience for the first time. This goal had already been clearly defined in advance: to build visibility, get to know the service desk community, and lay the foundation for new partnerships and customer relationships.

While many vendors presented their solutions primarily through digital means, our hands-on self-service solution drew numerous curious visitors to our booth. The direct experience of automated hardware issuance sparked many conversations and helped make complex processes related to IT support and device lifecycle management immediately tangible.

Relevant Discussions on the Future of IT Support

The topics at the trade show clearly reflected the challenges currently facing IT support organizations. Automation, productivity, cybersecurity, service experience, and the increasing use of AI were among the most discussed topics at the event.

In discussions with service desk managers, IT directors, and managed service providers, it became clear that many organizations operate under similar conditions: rising user expectations, limited resources, and the desire to automate routine tasks to a greater extent.

This is precisely where our approach generated significant interest. The ability to provide hardware around the clock via self-service, reduce the burden on support processes, and simultaneously increase user satisfaction addressed a pressing need for many visitors. The numerous demonstrations at our booth led to engaging discussions and new contacts across various industries.

A Successful Trade Show Day with an Eye Toward the Future

The day at the trade show in Utrecht flew by for our team. We’re taking home numerous valuable conversations, new contacts, and a lot of positive feedback. Above all, however, the event confirms that the demand for intelligent and automated IT service processes continues to grow.

SITS 2026 was a successful step for cora on its path into the Benelux market. We look forward to building on the new contacts we’ve made and turning the initial discussions into concrete projects.