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Fair companies currently equate digital tranormation, above all, with investing in their competitiveness. On the other hand, in-house processes are also improved.
Messe Frankfurt is investing in its digital services. “In total, it’s almost an eightdigit sum,” says CEO Wolfgang Marzin.“We are pushing ahead vigorously with the introduction of digital applications also in our 30 subsidiaries around the globe.” For Messe Frankfurt benefits for the customer take priority, and not so much the sales generated by digital products. First of all, cash needs to be injected, as Marzin’s management colleague Uwe Behm tells us： “Investments in digital infrastructure are more or less compulsory, they serve to professionalise the visitor experience.” The company is now working on the optional extras, he explains, pointing out business models that are now being developed. Data utilisation is another conceivable possibility but data protection laws need to be observed.
Messe Frankfurt’s latest investment was in revamping its Internet presence, which is now being rolled out step by step at all events. The exhibitor and product search engines are being optimised. Full service apps are now ailable for each of the company’s own events and are being used increasingly. Each user receives a personal login for direct access to the customer centre and customised services. The use of artificial intelligence will probably be another exciting novelty in future. Messe Frankfurt launched a digital pilot project with voice assistant Alexa in November – in tune with its universal theme “art solutions for mobility and logistics” at Hypermotion（www.messefrankfurt.com）.
Nuremberg also wants to invest heily in the next few years. “We plan to spend four to five million euros a year on digitisation and IT,” says Roland Fleck. “At the moment we are laying fibre glass cables in our halls for example,” reports the CEO of NürnbergMesse. With “myLocation”Nuremberg already installed an electronic nigation and information system in 2016. It guides visitors through the halls with huge screens in central spots on the premises and displays in the convention centres. Digital systems are also being used for visitor registration. According to Nuremberg customers he awarded this system top marks. They now no longer need to fill in tedious authorisation documents on site, all this is done in advance - digitally and without an analog registration.
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