All change at CeBIT

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• Digital Lifestyle

Cath Everett ZDNet.co.uk

Published: 12 Mar 2007 12:47 GMT

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...the fast-moving industry to which they cater. This means that, following "intense discussions" with exhibitors and the show's professional visitor group, the organisers have decided to change its focus in 2008.

"The industry used to be oriented towards technology itself, so five years ago, perhaps, a key topic might be Intel launching its new processor generation. But that's not the main focus now. The main topic is the use of that technology so we decided that the emphasis of the show had to be changed to reflect that and to reflect the requirements of those using it," explains Prüser.

As of next year, the show will be divided up into areas that mirror its three key types of attendees — one group of halls will be aimed at the professional user, another at the public sector and the third at retailers and distributors, which will be called Digital Lifestyle.

"The idea is to design the floor plan in such a way that buyers can find things easily. Basically, the same companies will be exhibiting, but they'll not be showing products so much as solutions. So, for example, Intel wouldn't present its processors, but in co-operation with the gaming industry, it would showcase how its products are being used," Prüser says.

There will also be an increase in business-oriented presentations by vendors on key topics such as telematics to help visitors understand how the technology can benefit them. User organisations will likewise be asked to talk about their own experiences of implementing certain technologies and to provide best practice advice to peers based on this.

In addition, a wide range of "match-making" services will also be introduced. Such services were first offered five years ago to facilitate talks between small to medium-sized companies in Latin America and the EU in order to help them find potential partners.

While the concept has since been broadened out into new areas, such as matching university research and development departments with possible commercial backers, the aim is to expand this still further.

As Prüser concludes: "Everyone benefits. Visitors have more useful appointments, exhibitors generate more profit and journalists get more information. And if everyone is satisfied, we, the organisers, are too."

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