Accordingly, the industry-related digital topics of Cebit will be continued at Hannover Messe, while for the other Cebit topics, the company announced in Hanover on Wednesday that it will develop top-level specialist events aimed specifically at decision-makers from selected sectors.

Specialized trade fairs in demand

Technological developments in recent years have shown that a horizontal trade fair such as Cebit is increasingly encountering declining demand in the digital economy, according to the organizer - Deutsche Messe. As the innovation steps resulting from digitalization are primarily taking effect in the application sectors, digitalization is the dominant theme at almost all industry trade fairs. This influences the trade fair policy of companies that are among the traditional core exhibitors at Cebit. They are increasingly using the industry trade fairs for users as a platform for initiating business.

"In recent years, German industry has repeatedly discussed the thematic overlap between Hannover Messe and Cebit. We will therefore transfer those topics that fit the clear focus of Hannover Messe," said Dr. Jochen Köckler, Chairman and CEO of Deutsche Messe AG, on Wednesday in Hannover. In the coming weeks, the company will also be working intensively with the digital market to determine which topics have potential for focused trade fairs.

New concept did not bring a turnaround

The new Cebit concept, which focused on the triad of trade fair, conference and festival, was unable to halt the downward trend in visitor numbers. As the negative trend in space bookings across all theme segments could not be halted either, Cebit will no longer be organized in the future.

Deutsche Messe AG Executive Board member Oliver Frese asked the Presiding Committee of the Supervisory Board to release him from his duties as of December 31, 2018, and the committee granted this request. "We take note of Mr. Frese's decision with regret and respect. It is very unfortunate to lose such an experienced trade fair organizer and board member. Mr. Frese has rendered outstanding services to Deutsche Messe's event portfolio for many years, most recently as the board member responsible for Cebit," said the Chairman of the Supervisory Board, Lower Saxony's Minister of Economic Affairs Bernd Althusmann. "With the new Cebit concept in particular, Frese has demonstrated courage, innovative strength and a pioneering spirit. The further decline in demand for the new Cebit is all the more regrettable, but at the same time it also shows that the Cebit idea has been received and accepted by the entire economy. The topics it represents, such as digitalization, artificial intelligence, etc., are now perceived as cross-cutting issues - which is also a success of Cebit."

According to Deutsche Messe, the importance of Cebit in the event portfolio and in the economic result has already been relativized in recent years. "Thanks to many other strong events and the stringent growth of our international business, Deutsche Messe is now securely and solidly positioned as a company," said Köckler. The Cebit brand will continue to be used for events abroad.

Comments on the end of the trade fair

Bitkom President Achim Berg

© Bitkom

Bitkom President Achim Berg: "We regret that Cebit is no longer being held as an independent event 32 years after its first edition. We would like to thank Oliver Frese and his team for their commitment and their attempt to put Cebit back on the growth path with a bold concept. Irrespective of the positive response to the new concept, it must of course also pay off for the organizer. The market and trade fair landscape have changed significantly in recent decades. Digital topics now play a decisive role in all sectors. We welcome the fact that topics relating to Industry 4.0 will be addressed even more strongly at the Hannover Messe in future. We are inviting the digital economy, its partners and customers to two innovative and rapidly growing formats for 2019. On April 10 and 11, 2019, Bitkom will hold its international hub festival with Artificial Intelligence Summit at Station Berlin. And from November 19 to 21, 2019, Bitkom's Smart Country Convention will take place for the second time at Messe Berlin. Solutions for the digitalization of cities, municipalities and public services will be presented there."