CeBIT Strives to Break the IT Industry Trade Show Curse

NEWS ANALYSIS: The CeBIT trade show, held annually in Hannover, Germany, has changed course and in the process has given itself a new chance for long-term survival.

Over the years that I've been covering computer technology, a lot of trade shows have come and gone. The greatest of the bunch eventually collapsed under their own weight and then vanished.

The biggest of these, Comdex, was the flagship computer industry trade show of the '80s and early '90s that was held every fall in Las Vegas. PC Expo was nearly as big. Those were the days when the PC reigned supreme. Smartphones and cloud computing were just distant dreams.

But now they're gone, existing only as memories, with copies of old exhibitor catalogs and name tags in the back of drawers. The memories themselves are fading as those of us who regularly attended those long-extinct big shows steadily fade away into retirement and beyond. But there's the obvious question: If they were so big and important in those days, why are they gone?

The answer to why CeBIT survives and the other big shows are gone is simple on the surface. The other big shows were afraid to change course from what they were originally founded for. They got big by showing what was once very hot technology. Then they kept adding more of the same. But when that technology stopped being hot, they lost their reason for existence and they didn't make a determined effort to change.

The difference is that CeBIT changed. A decade ago, CeBIT was Western Europe's big technology show. It didn't matter much what technology it might be. Video games, washing machines and laptop computers could all be found jumbled together on massive CeBIT show floors. And it paid off, as hundreds of thousands of people eager to see what was new lined up, paid admission and flooded the fairgrounds.

The show management obligingly stayed open over weekends to accommodate the crowd and kept the show open for 10 straight days. Unfortunately, this wasn't sustainable. According to Marius Felzmann, senior vice president for CeBIT at Deutsche Messe, which is the fairgrounds operation that runs CeBIT, management noticed that some of their biggest exhibitors weren't totally happy. The problem wasn't that they didn't get the numbers they expected, but they weren't the right type of numbers.

The problem with big broadly based trade shows is that they have broadly based attendees. Not only were people interested in business computing coming to the show, but so were moms with their kids. Those people weren't going to buy a lot of stuff—certainly not enough to justify the cost of a trade show stand. Nor did they come to look for big-ticket items.

CeBIT management decided that they had to radically change the course of the show to remain a relevant and viable operation. "This is why we were focusing on business," Felzmann said. "We changed timing and duration of the show."

The duration and timing of the show were a major part of it, of course. Information technology vendors didn't like having to staff their displays for the benefit of families who would never buy their products.

But there was more. CeBIT management took a huge gamble and dumped all of the consumer products, focusing strictly on business and IT. In addition, Felzmann pointed out that they added an intense focus on startups and innovators, turning over a convention hall to something called Code_n that sought to find and bring together some of the top IT innovators around the world.

Wayne Rash

Wayne Rash

Wayne Rash is a freelance writer and editor with a 35 year history covering technology. He’s a frequent speaker on business, technology issues and enterprise computing. He covers Washington and...