Following up on its tradition, CeBIT 2015 provided the platform for signposting future technologies, reports MKPE ABANG, who was in Hannover.
As the world aggregates more and more towards technology as the barometer for public, private and social life, the German city of Hannover continues to bolster in importance, as year after year, technology eggheads, government policy makers, professionals and technology industry operators from all walks of life, converged on this very welcoming metropolis, with a single goal: to further the world, through technologies on the platform of CeBIT, the world’s largest technology show.
For an event that was inaugurated in 1970, growing to become the world’s largest and most international technology expo has projected it to stamp its significance as a must-attend event for techies who crave innovation hubs and labs, for their ideas and goals.
This year, the anchorage was on what would occupy the lips of policy makers and technology industry experts in the next couples of years: diconomy, a coinage from digital economy; this was the main deliberation point for the event’s conferences. While discussions went on from those who hold technology in the palm of their hands, latest trends in equipment were on showcase on the Hannover Fairgrounds, regarded as the largest for such purpose in the world.
A Walk through CeBIT 2015
The Jack Ma Magic
Not many associate the name Jack Ma with the giant technology shopping mall, Alibaba quite easily. But that’s the founder of this China’s answer to America’s Amazon.com or eBay.
As a keynote speaker at the opening ceremony of the event, which traditionally holds a day before the event kicks off – in the Main Auditorium of the Hannover Congress Centre – Ma sparked some moods, unlocked some minds and set a lot of ideas bustling forth.
As a kicker, he told the audience, which comprised the Chinese Vice Premier (China was the Partner Country for CeBIT 2015) and German Chancellor, Dr. Angela Merkel, among other dignitaries, that 10 years ago, he came to Hannover but it was Herculaean to get a booth, because no one understood his idea.
Ten years down the line, here he was, shaking hands with the high and mighty; and, being in line with those dictating the pace for the event. Most important in Ma’s speech however was one line that everyone needs to take to heart:
“It’s the dreams behind the technology that will change the world.”
This year 3300 exhibitors from 70 countries presented 5000 innovations to nearly one million visitors.
The Internet of Things
The focus of CeBIT 2015 was the Internet of Things, the interconnection of digital technology with all areas of everyday life, and its important and growing role as an innovation driver, as Oliver Frese, one of the organisers put it.
Chinese companies such as Huawei, Xiaomi, ZTE and Lenovo helped to fill the more than 30,000 square feet (3,000 m) of exhibition space. The huge Chinese contingent at the fair “makes it the biggest and strongest partner country presentation we’ve ever seen at CeBit,” said Frese at a press conference.
Merkel’s 10-Point Agenda
The Chancellor began her speech by emphasizing the importance of the d!conomy and its exclamation point.
Both for IT companies and for the traditional industrial sector, as well as the significance of the Industry 4.0 transformation. She called on both sectors to close ranks, a move she had already proposed several years ago for Hanover’s two major trade fairs, CeBIT and Hannover Messe.
Merkel expressed her belief that the German-Chinese innovation partnership is also an important step in this area, which will allow the two economies to benefit from each other’s strengths: The 600 Chinese companies at CeBIT bear testimony to China’s innovativeness – Germany must increasingly take on the role of “innovation consultant”. However, the German Chancellor also reminded those in attendance of the clear rules of the game and conditions that must be adhered to, for example in patent and investment protection.
Mrs. Merkel added that the Grand Coalition has come up with a 10 point program to drive innovation in Germany. She mentioned in particular the expansion of broadband technology, via cellular networks in rural areas, as the most important project. As standard, every citizen is to have access to a 50 Mbit/s connection.
She went on to list the individual steps planned:
- In summer, the German Federal Network Agency will auction off the 700 megahertz spectrum, reinvesting the proceeds as investment stimuli to expand rural networks
- Expand public Wi-Fi, and create a legally secure framework for liability laws by passing an appropriate Telemedia Act
- Support startups by making it easier for them to secure venture capital and by providing tax exemptions for investments in young businesses, refocusing KfW Development Bank, supporting/simplifying fundraising on the stock market, as well as adapting taxation of losses in such cases. The general aim is to improve and grow the start-up culture in Germany.
- Foundations are required for the Cloud and Big Data, topics currently dominating the IT industry, to deliver certainty for data processing and clear anonymization rules
5.Create of a common European domestic network
- Integrate telecommunications in the change process, creating clear rules for roaming and a restricted level of net neutrality, as some services must be prioritized and secure
- Build trust in digital solutions in key areas such as energy, transportation and healthcare
- Make administrative services more citizen-centric and eliminate the barriers imposed by the German Federal system
- Promote research, innovation and core competencies like IT security as a Made-in-Germany brand
- And finally, advance networked mobility to transform the automotive industry as a growth driver for Germany. Work has already started on this with the development of Federal Highway A9 as a digital testing ground.
Before leaving the stage, Chancellor Merkel concluded by stating that she hopes to replace these key targets with more ambitious goals at a European level next year.
Keynote trends at CeBIT 2015
- This year’s CeBIT enhanced its business profile as the world’s leading IT event for decision-makers from all sectors of the economy. Among the keynote themes addressed were Digital Transformation, the Internet of Things, IT Security and Unified Communications.
Hannover, Germany. This year’s CeBIT enhanced its business profile as the world’s leading IT event for decision-makers from all sectors of the economy. Among the keynote themes addressed were Digital Transformation, the Internet of Things, IT Security and Unified Communications.
The digitization of the economy is proceeding apace. CeBIT 2015 highlighted the immense opportunities afforded by the “d!conomy”, but also the immense effort required to become “digitized” – in other words, the keynote theme was right on target. A stroll through the halls confirmed the tradeshow’s unique coverage of the entire bandwidth of digitization as well as its distinctively consistent focus on IT innovations geared to business applications. The beneficiaries of this year’s enhanced business focus included some 3,300 exhibitors from 70 nations, among them global players like Huawei, ZTE and Xiaomi from China (the 2015 Partner Country), as well as major corporations such as Deutsche Telekom, IBM, Microsoft, Hewlett Packard, Intel, Samsung and Vodafone. The list of CeBIT exhibitors also featured several prominent return participants, including Alcatel Lucent Enterprise Deutschland, Konica Minolta, Rittal and Schneider Electronic. Prominent newcomers included Amazon Webservices, Dropbox and Tesla Motors, which showcased its fully integrated, self-driving electric sports car.
Digitization is also radically transforming the German economy, according to a survey conducted by the BITKOM association that was published while CeBIT was still in progress. 70 percent of the businesses surveyed view the digital transformation as a major challenge, and 55 percent are adjusting their business models in response to pressures created by the need to innovate. This year’s CeBIT also showed that successfully harnessing the potential of digitization will require a clearer focus by policymakers to create the ideal conditions for startups in their establishment and growth phases. A glance at what is happening in China can provide valuable insight, for China is viewed as the Internet market with the highest growth potential. Evidence of this was provided by former English teacher Jack Ma – an impressive keynote speaker at the CeBIT Opening Ceremony – whose Internet platform Alibaba long ago outpaced Amazon and eBay in terms of sales.
The Internet of Things and Industry 4.0
More and more machines, products and everyday items are going to be fitted with sensors and wireless chips, enabling them to communicate with each other. But making the Internet of Things a reality hinges upon having uniform networking standards. The European Telecommunications Standards Institute (ETSI) was represented at this year’s CeBIT, showcasing a data protocol for the integration of smart grids, self-driving cars and factories in Europe. All of this, however, calls for extremely high-speed data flows. In this context, Vodafone gave CeBIT visitors a foretaste of its future 5G mobile telephony network, designed to reach speeds of more than 10 gigabits per second and provide for real-time response. Commercial implementation is set for 2020.
The multifaceted nature of the “Internet of Things” mega-trend was vividly illustrated by a wide range of exciting showcases at CeBIT. ThyssenKrupp partnered with Microsoft to present an integrated monitoring system for elevator systems that provides feedback on the technical status of the equipment, keeping breakdowns to a minimum. IBM demonstrated the example of a cruise ship company which has integrated all ship crew members and other employees using a smart cloud, thus optimizing cooperation throughout the firm. Meanwhile, Deutsche Telekom featured B2B solutions for the “Economic Miracle 4.0”, along with a sports bike equipped with intelligent sensor technology and a mobile communications module which not only alerts the owner to the need to replace worn-out parts, but also sends an SOS to emergency services in the event of a biking accident. The CODE_n competition for startups also addressed this topic, giving tangible form to “Industry 4.0” integrated technology with four industrial robots, which could be seen transforming polystyrene cubes into a series of unusual objects of art.
Research and Innovation
Research has always been an important focus at CeBIT, and the 2015 event again featured a number of leading research institutions highlighting their ground¬breaking design concepts. A research consortium headed up by the Hasso-Plattner Institute presented an IT system with the capacity to perform intelligent analysis of large volumes of data to help check the spread of dangerous infectious diseases like Ebola. Other institutes exhibited concepts for integrating all kinds of business areas and markets. Researchers at Saarland University, for instance, have addressed the current trend towards making use of the human body as an extended user interface: By applying a silicone-rubber sticker fitted with sensors (resembling a tattoo) to a person’s arm, a larger smartphone input surface is created.
IT Security
Ever-growing data volumes and the ongoing process of digital transformation continue to put the spotlight on IT security, and many exhibitors presented new solutions in this field. The Fraunhofer Institute for Applied and Integrated Security (Fraunhofer AISEC) has developed a security solution for the centralized, fully protected management of components in tomorrow’s complex networks. Security topics were also high on the agenda at several high-caliber conference events, including the CeBIT Global Conferences. A talk by journalist Glenn Greenwald even featured a live video link to Edward Snowden in Moscow, well-known for his revelations on the activities of the American intelligence agencies. Snowden advised CeBIT visitors to be exercise caution with their data. Another highlight was a live demo by professional hacker Kevin Mitnick, once on the FBI’s most-wanted list and now a valued consultant for governments and businesses around the globe.
Unified Communications
Networks of all kinds – telephony, video conferencing, smartphones and smart buildings – are now being used to transport many different types of data as the basis for complex communication and control processes. Yet these systems also have to be user-friendly. This is where concepts such as “unified communications and collaboration” (UCC) come into play, merging multiple channels of communication into a single application. Numerous CeBIT exhibitors presented products and services in this area, from Auerswald to digitalSTROM. At the latter’s stand, visitors could see a Microsoft Kinect console, providing an example of how control processes could well operate in the smart home of the future. In the kitchen, for example, merely holding a pot underneath the faucet tells the console – fitted with an infrared sensor and camera – that you intend to do some cooking, and the pot is automatically filled with water.
Mobile Devices
Even if the focus of CeBIT is on digital concepts, processes and applications, a wide array of smartphone and tablet innovations could also be experienced live, among them the new Samsung models Galaxy S6 and Galaxy S6 Edge, and products from BlackBerry, Fujitsu, HTC, Pearl and many more. After all, even the most intelligent services from the Cloud still require human input – in this case, via touchscreen or voice command.
The CeBIT equation: Information, innovation and inspiration add up to increased investment
- Lead theme “d!conomy” sets the right impulse for digital business
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Larger SME turnout
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Trade visitors increase spending
Hannover, Germany. CeBIT is growing stronger: In year two of focusing strictly on B2B, CeBIT impressively underscored its position as the world’s leading event for IT and digitization – more display area, more visitors, more SME involvement, more internationality, a top-notch conference program, and increased spending volume. “CeBIT 2015 has sent an impulse around the world – information, innovation and inspiration at CeBIT lead to investment,” said Oliver Frese, member of the managing board at Deutsche Messe, at the CeBIT closing press conference in Hannover. “CeBIT delivered what it promised.” More than 3,300 companies from 70 countries exhibited at CeBIT 2015.
The lead theme at CeBIT 2015, d!conomy, spotlighted the rapid digitalization of all segments of the economy and society. “The lead theme was right on target and set a forward-looking impulse for the digital industry,” said Frese. “CeBIT visitors want guidance in the digital economy. SMEs in particular have recognized they face big challenges – and they used CeBIT to reach their goals.” The percentage of visitors from companies with up to 1,000 employees increased significantly. “We also noted stronger interest from virtually every user industry,” added Frese.
Exhibitors reported that many talks revolved around the numerous applications, opportunities and solutions related to the Internet of Things and the digitization of supply chains. Companies offering ERP, CRM, business intelligence and ECM solutions noted a big increase in demand as well. “Being well-informed is crucial for anyone who wants to prepare their business for the future, and that is precisely what CeBIT delivers,” remarked Frese.
Especially pleasing was the interest in young companies. “CeBIT is younger. Start-ups have taken a permanent place at the heart of CeBIT. They revolutionize supply chains and bring innovative and disruptive business models to the event.” Numerous pitches – including daylong events from Volkswagen and RWE at SCALE 11 as well as at the CODE_n showcase – mapped out new ways to put digital innovations into the hands of user industries. “We intend to continue ramping up our activities with regard to startups,” Frese said, adding that Hall 9 had once again featured an impressive showcase of the IT industry’s innovative spirit and potential. The Research & Innovation trade fair featured projects by international research institutes and universities geared to a diverse range of applications, from forestry to electromobility.
Frese was pleased with the further development of the CeBIT Global Conferences, stating, “This conference has catapulted itself to the pinnacle of international events for the digital world.” The lineup of 200 international speakers stimulated dialogue on every conceivable aspect of digitalization. The CeBIT Global Conferences provided a steady stream of inspiration for CeBIT visitors, with first-hand insight from such leading lights as SAP CEO Bill McDermott, who opened the conference on Monday, Dr. Vishal Sikka, CEO of Infosys – India’s largest software firm, Lei Jun, founder of the Chinese device supplier Xiaomi, American economist Jeremy Rifkin, Kevin Mitnick as the world’s most famous hacker, and last but not least, investigative journalist Glenn Greenwald in a video link with Edward Snowden. Greenwald and Snowden alone attracted 40,000 online viewers. The complete CeBIT Global Conferences online program attracted 100,000 viewers. “This is the first time we have recorded such impressive statistics. The close synchronization of exhibition and conference makes CeBIT an inspiration platform for everyone who carries responsibility in the digital world.”
China’s participation as CeBIT’s featured Partner Country excited visitors. More than 600 Chinese companies showcased their products in virtually every part of the show, among them such major enterprises as Huawei, ZTE, Alibaba and Xiaomi. “This year’s CeBIT has clearly illustrated an eastward shift of the IT world atlas, underscoring China’s growing ascendancy in key areas of digitization,” remarked Frese.
Top managers and CEOs used CeBIT to do business more than ever before. “The percentage of trade professionals remained at 90 percent, but investment volume increased substantially,” said Frese. Trade visitors who came to CeBIT with buying plans had an average of €150,000 to spend on IT and digital applications in the short term, up €15,000 over 2014. For professionals from abroad, the same statistic topped the €200,000 mark for the first time ever. “These figures illustrate that CeBIT is increasingly serving not just as a prime source of information and orientation, but also as a driver of investment,” commented Frese.
CeBIT recorded a stronger overall participation in 2015 than in 2014. The number of visitors (according to FKM) increased 6 percent to 201,000 (2014:188,000). According to the international recording method, the number of participants grew to 221,000 (2014:208,000). “In addition to growth in display area, we also saw an increase in visitor participation,” summarized Frese.
The next CeBIT will be staged from 14 to 18 March 2016. The next CeBIT event in 2015 begins on 5 May in Sydney, Australia.