Hotwire Blog

28 March, 2007

CeBIT 2007

For one week, Hanover has again been the centre for IT and telecommunications. And, as every year, there was a lot of speculation about the validity of CeBIT: is it now more a local rather than a global show? Is its influence declining now that some of the big companies like Motorola and Nokia have dropped out? And as always, will it snow?

Against all odds, CeBIT seems to have made the final turn: for the first time in years CeBIT saw its visitor numbers grow, although it is probably fair to say that some of the tickets were sold at dumping prices. Still, nearly 480,000 visitors attended for an update on new technologies and trends. And the overall quality of the meetings seems to have been quite good – all of our clients attending the show were very pleased with them. And from a PR perspective, the show was a great success and a fantastic opportunity to reach out to media from other territories like Eastern Europe or Asia.

It was pretty clear from the beginning that we would not see the unveiling of any revolutionary new technology this year – instead there were a lot of enhancements to existing technologies. Ahead of the show editors were expecting seven big trends: Blu Ray and HD-DVD (where we German’s are pretty far behind), Full HD, Vista/Hybrid Disks and Solid State Disks, Quad Core CPUs and IP TV. Navigation was also a really, really hot topic. But as our client Factiva found in their CeBIT Index, which we had placed in the trade show magazine “Messe Zeitung”, the dominating topic turned out to be mobile internet (and you can include navigation here).

Factiva’s Index assessed 146 dailies, magazines and newswires during the show and identified the most frequently mentioned topics. Mobile applications were of the most interest to media (and consequently consumers). Besides new devices, many carriers were introducing flat rates for mobile internet on handhelds like BlackBerry or other smartphones.

Another frequently mentioned topic was “growth”. The business climate in Germany is quite positive and companies are predicting good growth. The IT and telecommunication industry is no exception, although it is no longer perceived as the “economy driver”. Still it seems as if more and more companies in the industry are investing in their product and brand image.

So while some companies decided not to participate, CeBIT was again the most important technology trade show in the world. And with IFA, the Berlin based show for consumer electronics now taking place annually, we will see another highlight in the German technology calendar.

Btw – to maintain their position the CeBIT organisers are revamping CeBIT next year. The show will start on a Tuesday and finish on the following Sunday evening. Good news for most of us who either dreaded the weekends when loads of young consumers streamed in, on the hunt for giveaways or who had left at the weekend to go home, only to have to return again on Monday. And it means we will have nearly four days for successful media relations.

P.S. Yes it did snow, but only a little bit.


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