Hannover, Germany: Deutsche Messe has in recent years exported CeBIT
Hannover – one of the world’s best known trade fair brands – as CeBIT Events
worldwide to selected locations throughout the world. Dr. Andreas Gruchow,
member of the Board of Deutsche Messe AG, Hannover, and responsible for trade
fairs abroad, explains the strategy as follows: “The leading trade fair CeBIT in
Hannover reaches top decision-makers on the global marketplace. With CeBIT
Events worldwide we address additional target groups in countries with vibrant
economies and burgeoning markets. We thus establish new platforms for the
international activities of our clients and provide a basis for meeting
high-calibre business leads.” He added: “CeBIT Hannover and its foreign
subsidiaries form a unique internationally oriented and highly-effective tool
for developing and encouraging business activities worldwide.”
Deutsche Messe first embarked on this successful international strategy for
CeBIT in 1999. The first CeBIT Event worldwide was held in Turkey in the same
year. It was followed by CeBIT Australia in Sydney and the launch of a CeBIT
subsidiary in Brazil. The flagship trade fair takes place annually in Hannover
in early March. It is then followed in May by the trade fair in Sydney and BITS
– another CeBIT event – in Brazil. The annual international program concludes in
October with CeBIT Bilisim Eurasia.
Since 2002 CeBIT Australia has been acknowledged as the biggest technology
show on the fifth continent and has served as a hub for the ICT sector within a
fast-growing and important regional market. In virtually no other country does
information and communication technology play such a vital role as in Australia.
The vast distances between cities, the sparse population and the number of
isolated communities adds significance to issues such as e-banking, e-learning,
e-health and e-government. Market leaders such as Symnantec, LG, Siemens, hp and
Samsung, to name but a few, therefore come to this event every year. The mix of
exhibition and conference program makes CeBIT Australia an attraction throughout
the whole of the Asia-Pacific region and it therefore plays a key role in
establishing business leads across the ICT sector. This year will see the
Darling Harbour exhibition centre in Sydney attract exhibitors and trade
visitors from numerous countries to the show for the twelfth time. In 2012 some
519 exhibitors and 32,500 visitors used CeBIT Australia as a platform for
business leads and new contacts.
In 2011, Brazil saw the successful premiere of the trade fair BITS, a CeBIT
Event (Business IT South America). This event was another milestone in the
realization of the CeBIT international business strategy. Located at the FIERGS
Exhibition Convention Centre in Porto Alegre, BITS proved a major attraction to
CIOs from international ICT companies. In 2012 the event registered an audience
of approx. 11,000 visitors. Brazil is rapidly on course to become the third
biggest ICT market in the world. Forecasts for the software market indicate
growth rates of up to 400 percent by 2020. BITS is a B2B platform boasting an
exhibition program specially geared to the needs of South American markets. The
international orientation and character of this ICT event is underlined by the
matchmaking services and conference program, as well as by the BITS Global
Conferences and the participation of the European initiative AL Invest Business.
Turkey, the historic link between Orient and Occident, is experiencing strong
economic growth. The country boasts high growth rates and an annual GDP of
approx. 500 billion US dollars, plus a diverse industrial landscape and a strong
services sector. In recent years Turkey has gained serious attention as an
important fast-developing market. CeBIT Bilisim Eurasia has played no small part
in the development of the ICT sector. The event has consistently developed and
refined its B2B profile, consequently attracting an increasingly greater
proportion of professional visitors. The excellent cooperation between companies
and government bodies in Turkey plays a key part in making the event such a
vital meeting-place for exhibitors and trade visitors from around the world. Top
business people and professional visitors view CeBIT Bilisim Eurasia as the main
ICT event on their annual business calendar and value its role in nurturing
business relations in the entire Black Sea region. Following the successful
change of venue in 2012, the trade fair will this year once again take place at
the CNR Expo site in Istanbul. A comprehensive conference program, the CeBIT
Synergy Summit and the special display “Smart Living Concept” will create
further interest in IT activities and help attract investment to Turkey and
neighbouring states. In 2012 the event closed on a high note after having
registered 1,071 exhibitors and a total of 143,728 trade visitors from 93
countries.
Deutsche Messe AG intends to further develop and extend its international
branding strategy. The positive effects of this global strategy are not confined
to foreign markets. This business strategy also generates numerous benefits for
the trade fair location Hannover and its various international trade fairs and
flagship events.
