CeBIT reaches out to Middle East IT companies

Officials from Deutsche Messe — which organises a number of major trade shows — met with IT firms in the UAE this week

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By  Andrew Seymour Published  November 13, 2008

The organisers of CeBIT, the world’s largest ICT exhibition, have appealed to Middle East IT companies to use next year’s show as a way of increasing their exposure on the international scene.

Officials from Deutsche Messe — which organises a number of major trade shows — met with IT firms in the UAE this week as part of a whistle-stop global tour that is also expected to take in Egypt before the end of the month.

Their memo to Middle East technology suppliers was that the Germany-based exhibition represents an ideal platform to expand their businesses. “The main message is that it is more important than ever to take the CeBIT fair as a chance to do business — both as a way to keep in touch with existing customers and get new ones,” said Martina Lübon, sales director for CeBIT at Deutsche Messe. “Taking part in CeBIT is a door opener to Germany, the European countries and even other continents.”

Lübon says next year’s show, which will run from March 3-8, is due to feature a host of new additions based on key industry topics, including a ‘Green IT World’ forum and a dedicated area for internet and mobile solutions at work. Specialist zones for projection and conferencing technologies, professional output and digital output are also being created.

Deutsche Messe is keen to attract companies that have never exhibited at CeBIT before and is offering special packages to make it simple for organisations to take part.

“We have the possibility to offer packages where companies don’t have to worry about the detail — we will take care of the technical infrastructure, organisation and a lot of the advertising,” explained Lübon. “There is also a newcomer special for companies that want to exhibit for the very first time. That costs EUR5,146 (US$6,420) and includes 15 square metres [of stand space], stand construction, cleaning, lighting, telecom connection and advertisements.”

CeBIT brought in 6,000 exhibitors and 495,000 visitors last year, although the organisers have not yet given any indication of their expectations for 2009. However, they have revealed the show will feature keynote speeches from senior executives at SAP, Microsoft and Intel, including chairman Craig Barrett.

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