Where shrinks the CeBit?
It is a serious setback for the CeBIT. The global economic crisis hits the big high-tech fair in Hanover with full force - it will focus on heavy losses in the number of exhibitors. An analysis.
The number of exhibitors is down by more than a quarter to around 4300 - and thus from the 1990 level. Many companies use to cut red tape, save money when marketing and waive a CeBIT show. This is the hard-throat competition in the industry. And companies especially from the consumer feel at CeBIT not the right place and put on other shows like IFA electronics fair in Berlin.
The high-tech industry has been hit by the recession in full, even the last boom in consumer electronics. Companies and consumers cut their spending on massive purchases of new computers and mobile phones, added is the sharp price competition. Thousands of jobs in the sector are eliminated, even Microsoft deletes the first time in its history, dramatically jobs.
For the organizers to exercise in optimism, "4300 exhibitors from around the world are given the global economic crisis a success. Companies that their marketing budgets must be set to zero, this year, however, not be in Hannover. Marketing is at the first save, "said fair board member Ernst Raue.
He is convinced: "We will this year see a very efficient CeBIT. The companies that are coming, and the visitors have come to think very carefully and connect with the show in Hannover great hopes. "The high-tech fair shows ways out of crisis.
forgo an appearance at CeBIT this year, especially many small hardware manufacturers and telecommunications equipment from China, Taiwan, South Korea and Hong Kong. This was the main cause for the decline in the number of exhibitors, "said Ernst Raue, member of the German CeBIT organizer Messe AG, on Friday. "The crisis exacerbated an already tough market where repression once more. Many companies are simply not there. "
However, return some renowned companies from the Hannover Fair in the back - for example, the electronics giant Toshiba, the printer specialist Kyocera, the world's largest telecom equipment supplier Ericsson and the storage media manufacturer TrekStor.
Also the mobile phone giant Nokia is missing again, the Group is better to house exhibitions and - like the rest of the industry - at the Mobile World Congress in Barcelona, which takes place each year only a few weeks before the CeBIT. Overall, the CeBIT exhibition is compared to the previous year by almost 20 percent to around 200 000 square meters.
The associated revenue losses could tear deep holes in the balance of the fair society. For the next CeBIT Hannover Messe exhibition industry, the number of exhibitors this year is stable, the most important event of Messe AG.
According to media reports, the company last year made a loss of tens of millions, are for fear worse numbers this year. The fair has already responded with an increased savings program. The huge exhibition center - the largest in the world - is utilized only rarely.
In the boom year of 2001, the CeBIT still an area of approximately 430 000 square meters and nearly 8100 exhibitors - however, the industry has changed dramatically since then and seen some consolidation phases.
CeBIT 2009 will seek ways out of crisis and show how companies can reduce use of information and communications technology costs. "The IT industry can offer products and solutions contribute significantly to the crisis, because it makes the company leaner and stronger," said the president of the industry association BITKOM, August-Wilhelm Scheer. Raue said, go at CeBIT more than ever to new business and the decision of companies to act now to strengthen and look to the future.
A little gloss on the CeBIT might bring "Terminator" Arnold Schwarzenegger. The California governor and former Hollywood star coming to Hanover this year, the U.S. state is the partner country of CeBIT 2009. Schwarzenegger was at home but has huge problems: Only with a Nothaushalt and tax increases the threat of insolvency of the state to be averted.
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