Show your global colors | Automation.com

Show your global colors

February 082010
Show your global colors
February 10, 2010 by Rick Zabel

There is no doubt that the global competitive landscape has changed over the past few years. It could be argued that if your company hasn’t gone global yet, you might have missed the boat. While the United States is the single largest market of industrial automation products and services today, it may not always be the case. As emerging economies continue to grow and their demand for consumer products increases, new suppliers will sprout up within those economies to help local manufacturers meet those demands. Those suppliers and manufacturers could, and likely will, be your next competitors. Of course, there are challenges to being global, including geography, language and finances. Fortunately, there are resources available to help you navigate the “unknown waters.”

For those who have followed Automation.com for a while, you know we are committed to being the number one electronic publisher of industrial, factory and process automation information and resources. To be a leader, you need to address global markets. Our website traffic tells an interesting story. For example, 40 percent of the 115,000 unique visitors to Automation.com last month were from the United States. While the U.S. accounted for the single largest percentage of site traffic, 60 percent of our visitors were from countries outside the U.S., including India, Canada, United Kingdom, Germany, France, China, Netherlands, Australia and Italy.

Some of you may be thinking that it’s pretty easy for a website to go global. After all, if the website has been designed to be search engine friendly, anyone in the world can find it. Well, you are correct - to some extent. Arguably, English has become the default global technology language and this has certainly helped us since we don’t currently publish in any other languages. But to more quickly increase our market share in other countries, we must actively promote ourselves outside of the United States. For this reason, we have partnered with Hannover Messe. If your company is already global or if your company is considering going global, I urge you to consider participating in Hannover Messe either as an exhibitor or as an attendee.

Hannover Messe is the world's leading showcase for industrial technology and the ideal place to obtain the latest industrial know-how. Established sixty years ago, Hannover Messe now ranks as the leading international showplace for industrial technologies, materials and product ideas. This year, Hannover Messe will be held April 19-23, 2010 in Hannover, Germany and will include nine leading trade fairs – Industrial Automation, Energy, Power Plant Technology, MobiliTec, Digital Factory, Industrial Supply, CoilTechnica, MicroNanoTec and Research & Technology.

Last year, Hannover Messe attracted 210,000 international attendees from 61 countries. I don’t know of any other international trade show that attracts such a large international audience of end-users and OEMs. This large international audience was enough reason for us to partner with Hannover Messe. However, it’s not the only reason. Hannover Messe offers an enthusiastic, dynamic and professional atmosphere to connect with international delegates and conduct global business. The following are just a few highpoints of the fair.

Opening Ceremony

Hannover Messe has the full support and involvement of the German government. On the eve of the show, there is a ceremony where the German Chancellor and a high ranking official from the partner country (this year the Italian Prime Minister) open Hannover Messe. After a brief address from each country’s official, the ceremony continues with an artistic display of each country’s culture in the form of music, dance and costume. The ceremony is highlighted by the presentation of the Hermes Award.

Hermes Award

During the opening ceremony, Hannover Messe will present the Hermes Award, its internationally acclaimed technology prize, worth a total of 100,000 Euros to the winners. The award is bestowed for exceptional innovations that are showcased for the first time at Hannover Messe.

"Innovation is the key to success. Many companies realize the importance of innovative products, especially during times such as these. Hannover Messe offers an ideal international stage for showcasing innovative products to a broad audience. We are confident that the coming months will see a large number of outstanding entries for the Hermes Award, which provides new companies in particular with a valuable opportunity to attract worldwide attention," says Dr. Wolfram von Fritsch, Chairman of the Board at Deutsche Messe AG.

The award is bestowed for innovative products that have already proven their worth in practical use and/or are suitable for industrial application in terms of their technical and economic value. All products nominated for Hermes Award will be exhibited at Hannover Messe from April 19-23, 2010 in the Research & Technology area of Hall 2.

Global Business & Markets

Global Business & Markets is the dedicated foreign trade platform at Hannover Messe, offering opportunities for establishing and nurturing international business contacts. As an exhibitor at Global Business & Markets you can reach a global audience and tell people about your initiatives, areas of expertise and services. A number of high-ranking economic delegations are present to talk to visiting industry professionals. It’s a great opportunity for you to broaden the scope of your international business contacts.

World Energy Dialogue

Renewables and energy efficiency are core elements of sustainable, interconnected systems are the central themes of the World Energy Dialogue (WED). The WED is the premier discussion platform for issues and solutions for achieving a sustainable, reliable and competitive energy mix. The WED is your chance to learn about the planet's energy future from big-name international experts from government and the energy industry.

Efficiency Days

Efficiency Days is a series of events that spotlight energy efficiency in industrial processes. Over the five days of the fair, companies can participate by giving presentations, hosting debates and staging demonstrations. The Efficiency Arena in Hall 15 is the focal point for these events, and will give experts the opportunity to find out about new trends and developments in energy efficiency. The key topics are product development, production and maintenance.

TectoYou

Together with the German government, the organizers of Hannover Messe present TectoYou, a long-term initiative aimed at getting young people interested in technology and encouraging them to pursue careers in engineering and other technical fields. TectoYou will create a distinctive focal point geared to the interests of the young and offering a clear overview of technical professions and the individual perspectives that exist for graduates. This form of presentation will not only be more effective - it will also help to nurture a new awareness of the possibilities open to our next-generation workforce.

Combine these few key aspects with the 27 halls of exhibits and Hannover Messe is sure to impress you.

Hannover Messe Portal

Automation.com is showing support of Hannover Messe on a number of fronts. We have created a dedicated Hannover Messe Web Portal, which offers the latest news from and about Hannover Messe, featured articles, product announcements, overview of events, and exhibitor and attendee resources. We will also be publishing two pre-fair e-newsletters with the latest information about the fair.

Automation Pavilion

Beginning in 2010, Automation.com is hosting and sponsoring the Automation Pavilion at Hannover Messe. The purpose of this pavilion is to give U.S.-based companies a low-cost, low-risk opportunity to participate and/or exhibit at the fair. The pavilion consists of a number of kiosks with counters and stools where your company can showcase your products or conduct meetings. In keeping with German hospitality, the pavilion also offers a catering service for beverages and snack, complete with a hostess.

Because this all-inclusive turnkey kiosk package includes stand construction and exhibit space rental, companies can reduce their staff and travel expenses – there is no need to send more than one person to the fair. Our hope is this pavilion will give U.S.-based companies a low-cost opportunity to evaluate the fair for future participation activities.

Sponsorship of the Wireless Pavilion

Because the implementation of wireless technologies in industrial automation continues to grow rapidly, Automation.com will also be sponsoring the Wireless Pavilion, located in Hall 7 at Hannover Messe.

Conclusion

Automation.com is dedicated to our current and always expanding partnership with Hannover Messe. I am confident we will benefit from the increased international exposure we will receive from our involvement in this global event. I’m also confident that we can help Hannover Messe spread enthusiasm about the event throughout the United States and beyond. I encourage you, whether you are a potential exhibitor or attendee, to visit Hannover Messe and experience its energy for yourself.

If you have any questions about the event, please view this archived Webcast from February 16th when I joined two other international publishers and a supplier to discuss Hannover Messe in greater detail.

I hope to see you online and in Hannover soon!
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