Insights into some AxiCom thinking...

Over and done for this year - top technology shows CES, MWC and CeBIT

From January to March major technology events such as CES, MWC and CeBIT have formed the backbone of AxiCom’s activity and also the launch pad for exciting new trends and products. CES, MWC and CeBIT thoroughly showcase AxiCom’s pan-European strength and leaves our clients wondering how we manage to ‘always hit the ball out of the park’.

AxiCom has arranged and hosted more than 500 interviews and we have see improvements in mobile payment solutions; LTE and mobile broadband; enhanced search which utilizes artificial intelligence, voice and location to deliver more personalized results; and even more powerful tablets, super-smartphones and Ultrabooks.

CES
The International Consumer Electronics Show (CES) is the world's largest consumer technology trade show. It is also one of the most closely followed events on the technology calendar -- alongside CeBIT and Computex Taipei -- as it welcomes numerous high-profile technology companies and is the launch-place for many groundbreaking new gadgets and high-tech products.

MWC
GSMA Mobile World Congress, from February 27-March 1 in Barcelona, Spain was dedicated to cutting-edge mobile technology. It was accompanied by a string of high-profile mobile device announcements from leading manufacturers and as such is the most closely followed event in the mobile industry. 

Some headline stats .... AxiCom represented a total of 14 clients at MWC 2012.  These varied from some of the biggest in the industry such as ZTE, to start-ups such as Leyden Energy who are just entering the market as new disruptive forces.  We also had the “daddy” of the telecoms industry in the form of Dr Touré and the ITU.  For every client, we exceeded the target number of briefings... in several cases; clients were actually refusing meetings because they just couldn’t cope with the number we were getting for them.

In total, as a European team we had over 180 one-to-one briefings and over 160 press and analysts at various press conferences.  If you include the media that clients also briefed at the Showstoppers, we can easily say that we had secured in excess of 400 media engagements for our clients over the five days.

CeBit
From Barcelona some of the team went straight to Hanover, working there at CeBIT, which although on a smaller scale this year,  remains the world's largest digital IT and telecommunications event and eclipses the likes of COMPUTEX, CES and SITEX in exhibition size. “Managing Trust” was the keynote theme in 2012 and concrete solutions for digital and physical security were on show in the fair’s CeBIT Security World. Related events include CeBIT Bilisim Eurasia (October) and CeBIT Australia (22-24 May 2012). CeBIT’s magnetic pull is back. There’s no mobile stuff anymore – that’s all gone to Barcelona and the Mobile World Congress. But obviously the more focused CeBIT is again a force to be reckoned with. As well as being an ideal launch-pad for the latest and greatest stuff of our clients, it is also a place to see and be seen – the networking and parties remain a key part of the event. Being at the right parties can also help to draw attention to our clients’ products, as it’s generally easy to become lost in the noise. AxiCom definitely didn´t get lost, securing around 100 interviews for clients from A as Avepoint, via I as ISG/TPI, Iomega and L as LANCOM up to Z as ZTE.

So what´s next?
Many, many niche shows and finally the 52nd IFA, from August 31-September 5 in Berlin.
Alongside CES, CeBIT and Computex, IFA is one of the world's biggest consumer electronics trade shows. IFA attracted 1,440 exhibitors and 238,000 visitors in 2011, generating 3.7 billion euros worth of orders. The event is a technology lover's paradise and also serves as a launchpad for many new innovative consumer appliances. Last year's notable IFA announcements included Sony’s Personal 3D Viewer (HMZ-T1); the LG PZ850T PenTouch 3D TV; the Samsung Galaxy Tab 7.7; Samsung Galaxy Note; Sony’s Tablet S and Tablet P; the Panasonic Lumix 3D twin-lens camera; and a range of new Ultrabooks.

Martina Brembeck, AxiCom Germany

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