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New York (JTA) — Nearly
two dozen Israeli high-tech
firms plan on cashing in
their chips, after hitting the
jackpot in Las Vegas last
month.
They were playing the
COMDEX trade show, the
key show of the computer
industry, not the slot
machines.
For the first time in the 14-
year history of what has
become the largest trade
show in the United States,
one foreign country was
featured in a mini-
conference within the larger
conference, and that country
was Israel.
"From the Israeli side,
there's a strong need for
jobs," said COMDEX
founder Sheldon Adelson.
"But from the American
side, there's a strong oppor-
tunity: a ready-made, high-
tech, highly talented core of
people, augmented by the
Russian immigration."
Fifty-eight Israeli firms
were showcased in the first
COMDEX National
Resource Forum. Both the
forum, and the general
benefits of investing in
Israel, were touted in the
promotional literature at the
show, at which 2,000 corn-
panies exhibited and
135,000 people attended.
Headlining the pitch for
doing business in Israel was
billionaire software star Bill
Gates, founder of Microsoft
Corp. At Microsoft's Israeli
product development center,
a small team of pro-
grammers is developing
pieces for future versions of
the Windows software pro-
gram.
Also touting Israeli
success stories were Digital
Equipment Corporation,
Motorola, and Intel, the
company which designs the
microprocessors that are at
the core of every IBM-
compatible personal com-
puter.
In fact, the Intel chip in-
side the original IBM PC, as
well as some of the chips
running alongside Intel's
newest 486 chip, were
designed in Israel.
After hearing the success
stories and about the high
number of highly trained
engineers and programmers
in Israel, the response of
most of the American com-
panies was: "Geez, we didn't
know this existed," said
David Lippy, who had work-
ed with the Israel Export In-
stitute preparing the Israeli-
companies for the show.
The bottom line from the
conference was that two
Israeli firms signed deals,
and 18 more announced that
serious negotiations were
underway, reported Lippy.
"It was very much above
expectations," said Shlomd
Harel, head of the Israel
Economic Mission to the
United States. "From our
point of view, we're very
satisfied."
The role of Mr. Lippy, an
American, reflects a growing
awareness in Israel that
technological prowess alone
does not produce exports.
"In Israel, we lack a lot of
know-how in marketing and
sales because the country is
small," said Mr. Harel. "
lot of the Israeli software
companies at COMDEX are
new companies, bright guys
with new products, but not
Fifty-eight Israeli
firms were
showcased in the
first COMDEX
National Resource
Forum.
too well experienced with
the American market."
What the Israeli firms did
bring was a willingness to
learn, said Mr. Lippy.
"If I could show you the i
itial presentations made
three months ago, versus
those in November, yo
wouldn't believe how quick-
ly those companies cam
along. Most of my America
clients would have given
if they saw the remedia
work they had to do."
In fact, the Israeli need fo
a market can be profitabl
for American companies
said David Mitchell, an in
vestment banker with boa
personal and professional in
terest in Israel.
Mr. Mitchell is one of
number investors trying t
revive Wordstar Interna
tional, the pioneer softwar
company eclipsed years ag
by WordPerfect.
The joint venture he set
between Wordstar and
leading Israeli high-tec
firm, Elron, has a twist: th
Israeli firm bought a piece
the American company.
"Israel doesn't need c