Too few visitors and exhibitors: the CeBIT computer show is being closed

Digitization captures everything – whether it's the car, the factory or your own home. Not to mention the smartphone. But how necessary is a digital fair if digitization is as important as that of all sectors? Cebit manufacturers are now pulling the rope.

And then? The "digital themes related to the sector" must be integrated into 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 the summer, the organizers had tried in vain to reposition the Cebit as "the first digital event in Europe". In total, the Cebit has attracted a new appearance, but only 120,000 people on the exhibition grounds – again a lot less than in 2017 with 200,000 visitors. Nevertheless, cebit manufacturers came to a positive conclusion of their new concept: for the first time, the fair put on a retouched dress with an early festival character. Oliver Frese, a board member of Messe Management, said at the time that all goals had been achieved.

Hannover Fair site: The 2018 Cebit was the last. (Source: Messe Hannover / manufacturer)

Cebit wanted to get rid of private visitors

At best at the turn of the millennium, the fair had counted up to 800,000 visitors, then the curve was falling continuously. One reason for this was also homemade: the Cebit wanted to disconnect again and again the glory days of personal computer private visitors "opossums" specifically designed for business customers.

Consumer electronics devices 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.

The old and the new Cebit can not be compared, stressed Frese in mid-June. Exhibitors and partners were all satisfied. Economically, however, this enthusiasm was not necessarily reflected: an event instead of just, street food instead of bratwurst – it obviously did not work.

The Ferris wheel should attract visitors

For the first time, the Cebit took place this summer 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 reportedly supported the new trade show concept. Microsoft, however, had renounced this year's presence of cebit.

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 Cebit concept, Frese has shown "courage, innovation and a pioneering spirit". "The new drop in demand on the new Cebit is all the more regrettable, but it also shows that the idea of ​​cebit has arrived throughout the economy," said Althusmann.

The Prime Minister of Lower Saxony, Stephan Weil, shares this point of view: "The digital transformation is now taking place everywhere, including all the other fairs." Cebit is therefore a victim of its own success, "said the SPD politician." An important chapter of the Hannover Fairs is coming to an end and it's a shame. "

First reactions to Cebit-Off

Nevertheless, "whatever the positive response provided by the new concept, he must of course also count on the organizer," said Bitkom President Achim Berg. The landscape of markets and trade fairs has changed considerably in recent decades. "This is a success in the Hanover offices as a fairground and therefore for the entire Lower Saxony economic site," says Volker Schmidt, CEO of Niedersachsenmetall: "Cebit has been a true figurehead for three years. decades and has largely contributed to the reputation of the entire German information and communication industry The communications industry has contributed. "

Especially since the beginning of the computer series in 1986 – 32 years ago – as a bang: their first was overshadowed 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 also declined in economic terms for years. The company was created "safely" because of other milestones and the growth of international business, Köckler said. The Cebit brand intends to continue using Deutsche Messe abroad. Good so that the Cebit does not disappear.

Update 15.07: This article has been completely replaced by an updated version.