CeBit: a lounge become superfluous

Hanover. After more than 30 years, CeBit is a story. The largest computer fair in the world is abandoned. Declining bookings for 2019 increased pressure on Deutsche Messe AG. In recent years, the German economy has repeatedly complained of thematic overlap between CeBit and the much larger Hannover Fair, according to Jochen Köckler, CEO of Deutsche Messe. In addition, digitization is the megatrend of most industries – and therefore most trade shows. A show like CeBit responds to a falling demand. The "digital themes related to the sector" will be integrated in the future at Hannover Messe, the largest industrial fair in the world. And the rest? According to the organizers, special events are planned for "the decision makers of the selected branches".

In summer, the organizers tried in vain to reposition CeBit as "the first digital event in Europe". In total, CeBit attracted only 120,000 people to the fairgrounds in a new form. Again a lot less than 2017 with 200,000 visitors. Nevertheless, the manufacturers came to a positive conclusion of their new concept.

Problems also homemade
At best at the turn of the millennium, the fair had counted up to 800,000 visitors, then the curve was falling continuously. One of the reasons was also home-made: the fair wanted to disconnect again and again during marriages of the spouse's personal computer rats disdained private visitors and especially business customers. Consumer electronics, such as game consoles, were no longer welcome. Finally, Mobile World Congress' growing mobile exposure has been displaced following its move to Barcelona from a growing number of regular customers in the Hanover telecommunications sector.

CeBit was held for the first time this year in June instead of March. Robots and autonomous vehicles were introduced, the SAP software company has contributed to the relaxed atmosphere with a giant wheel – and donated a new landmark to the fair. Large customers such as Hewlett Packard Enterprise, Vodafone and Salesforce would have supported the new broadcast concept. Microsoft, however, had renounced a presence this year.

The CeBit brand remains
The decision also means a deep cut for Frese: the head of the show asked the supervisory board to leave office as of December 31 – the committee has fulfilled his wish. Bernd Althusmann, Chairman of the Supervisory Board and Minister for Economic Affairs of Lower Saxony, spoke of "regret and respect". It was unfortunate to lose such an experienced exhibition, the CDU politician said.

With the new concept, CeBit CEO, Frese, has "proven the courage, innovation and pioneering spirit". The drop in demand is all the more unfortunate, but at the same time it shows that the idea has arrived across the economy, said Althusmann.

The computerized broadcast of 1986 – 32 years ago – began as an explosion: its first was eclipsed by a death. Computer entrepreneur Heinz Nixdorf collapsed after a heart attack at a trade show and died. In 1995, the founder of Microsoft, Bill Gates, agreed to CeBit on the new era of the operating system. A year later, Windows 95 was put in place. But also fair competition has become stronger.

For Deutsche Messe AG, the importance of CeBit has declined in economic terms for years. The company was created "safely" because of other milestones and the growth of international business, Köckler said. The brand intends to continue using Deutsche Messe abroad. CeBit does not disappear completely.