CeBIT, one of the world’s largest IT and technology trade fairs, took place last week at Hannover Messe in Germany. This year, the event attracted 222,600 visitors, six per cent more than in 2014. CeBIT has had a difficult time, with declining visitor numbers, major exhibitors deciding not to attend and criticism that the fair was too focused on Germany.
We now know that more exhibition space was sold than in recent years, and CeBIT seems to have found a way to attract more visitors. After two years away, I decided to return with my colleagues Lianne van Dijk and Sara de Bruyne.
Tips and tricks for CeBIT
Anyone familiar with CeBIT knows that seeing everything involves walking for miles. This year’s fair was overwhelming. Some halls were filled with a variety of exhibitors; elsewhere, vendors went all out and occupied almost an entire hall alone or with just a few other companies. You need a plan before arriving to avoid wandering aimlessly around the enormous site.
The Internet of Things is, of course, a hot topic. At first glance, the IoT hall seemed to offer little beyond smart home solutions, often stands filled with plugs that automatically switch off after a certain time. I found that disappointing. A tour of other halls, however, made it clear that CeBIT really did want to stand out through IoT this year.
Smart mirrors were everywhere. They scan the person standing in front of them, let you try on clothes digitally and immediately show where to find your new outfit in the shop. There are applications for gaming too, not to mention interactive bathroom mirrors. Interesting technology, and it drew plenty of attention.
Then there were exhibitors I would not have expected. Hugo Boss had a large stand and was looking to recruit people with technology backgrounds. I am already looking forward to the first 3D suit, or one with a chip that tells you when it needs dry cleaning! Newcomer Tesla brought its connected Model S, featuring intelligent navigation and Autopilot software alongside interactive services. IoT really was everywhere, if you looked closely enough.
The focus remains German
I considered the visit successful thanks to several very interesting conversations. The technological developments pleasantly surprised me, and my feet were still reminding me of the distances we had covered two days later. Nevertheless, I wonder what we can expect from CeBIT in the years ahead.
Few stands were distinctive. Most were fairly conventional, with an obvious preference for white floors that became covered in marks within an hour. Some were impossible to miss, however: T-Mobile’s hundreds of moving fuchsia umbrellas, Microsoft’s enormous stand with smaller partner stands inside it, and a huge tractor that its exhibitor described as thoroughly “4.0”, showcasing agricultural innovation.
Even so, I believe there is considerable room for greater creativity. CeBIT also has work to do to achieve the international character it wants. The fair remains very German: stand materials are often only in German, and some stands have only German-speaking staff. That feels out of step with the times.
Days like this also let us test our IT knowledge and refresh it where needed. The fine weather made the walk from hall one to hall thirteen much more pleasant. We caught up with clients and met the German PR colleagues we work with on international accounts, whom we otherwise see or hear only by phone, video or email. Naturally, we also looked for promising organisations we could support with Benelux PR. Did we succeed? Watch this space.
Inger
More news ›