CeBIT 2018: Rebranding

As the concept of international trade shows is thrown as a viable business model for the tech world is thrown into question, CeBIT is doubling down. Their 2018 conference was recently announced to take place in the middle of next June. It is one of the oldest and most well-regarded computer expos in the world, but it has strayed far from its roots. Once a hotspot for trading, CeBIT 2018, to be held in Hannover, Germany, is promising a transformative experience for business minds to network and entrepreneurs looking to be discovered.

It sounds wonderful, doesn’t it? In fact, CeBIT is a prime example of a trade show that has lost its way. In recasting itself as a site of innovation, the brand seeks to be reposition itself and the city of Hannover, CeBIT’s hallowed stomping grounds, as an analogue to Silicon Valley (if not an outright competitor). Most unfortunately, CeBIT is pushing aside the people who made it such a prestigious event to be associated with in the first place – the traders. Going by the official website for the event, emerging and nascent technologies such as virtual reality and artificial intelligence, and the most forward-thinking people behind them, are touted as the main attractions in the coming year. If one wants to find out anything about the products on offer, they must scroll all the way to the bottom of the page to find a link...to the products that were showcased last year. Clearly, this trade show is no longer about the trade.

Furthermore, CeBIT is alienating one of the world’s largest markets for technology in the Middle East. The exact dates for next year’s show are June 11th to the 15th, which coincides with the tail-end of the sacred Muslim holiday of Ramadan. The timing of the show threatens to discourage some of the best traders in the entire world from attending, were the offerings for next year possibly incline them to do so. By not making this accommodation, CeBIT is further removing its claim to be one of the world’s top trade shows by ignoring the role of people who some would call the lubricant of the tech world, let alone ignoring a sizable population who consume as much electronic product as anyone.

CeBIT’s back is against the wall - this much is clear. From 2008 to 2017, attendance has dropped from 495,000 to 200,000 people – a nearly 60% decrease. Similarly, the number of exhibitors is on the decline as well, down from 5,845 to 3,300 over the same period. The downward shift in numbers, plus the fact that it has moved its focus from computer trading to business networking is further evidence in what we have been saying all along – conferences for mobile traders no longer work.