The CeBIT Press Preview was a success with many journalists attending to see the latest products and innovations from exhibitors like Samsung, CAS Software, and KIT. Some notable innovations included Samsung's education solutions, CAS Software's new app-based CRM software, KIT's airwriting technology that allows writing in thin air, and Chiffry, a new encrypted communication app. CeBIT 2014 aimed to have a '100% business' focus with eight topic clusters to better meet business needs.

1. The first CeBIT Press Preview was a grand success as journal-
ists moved across the exhibitors to see what was on display. Some
of the participating companies at the CeBIT Press Preview
included BenQ, CAS Software, iGO3D, Kinematics, Digitrade,
Software AG, digitalSTROM, Samsung, DATEV, Continental,
IBM, Karlsruher Institute for Technology (KIT), CODE_n, citeq,
Kaspersky Labs, Pearl, Secusmart, Trend Micro etc.
The Opening press conference was addressed by Oliver Frese,
Deutsche Messe Board member responsible for CeBIT, and Pro-
fessor Dieter Kempf, BITKOM president about the latest devel-
opments for CeBIT 2014.
Dr. Dieter Kempf, President of the German Association for
Information Technology, Telecommunications and the New
Media (BITKOM) Prof. Dieter Kempf presented the results of a
study done by his company that found 85 percent of IT compa-
nies expect to see a growth in sales of IT services in 2014 over
sales in 2013. In addition, 87 percent expect to see an increase in
software spending.
He also welcomed the fair’s sharped focus on business profes-
sionals and the measures being implemented in pursuit of this
objective: “We strongly support these efforts to take CeBIT to the
next level. The show’s ‘100% business’ focus will open up fresh
growth potential for our members while leveraging the show’s
core strengths. For the exhibitors, some of whom spend several
million euros on their CeBIT showcases, the changes will mean a
greater return on their trade fair investment.”
Some of the products/innovations that caught my
attention were
Samsung
Samsung provided an outlook on user scenarios for connecting
competence that the company will be presenting at CeBIT in
March. Samsung will be introducing networked solutions for use
in education, healthcare, finance, retail and the public sector.
A teacher using an eBoard to integrate a video stream into a
multimedia panel, students taking notes on their Samsung
GALAXY Note 10.1 with their S Pens, who then add the films
that they produced themselves and do research on the Internet –
this is no longer a vision for the future.
With its Samsung School Solution, Samsung has developed a
network solution for both the digital classroom and modern train-
ing centers that allow teachers to enhance their lessons by adding
multimedia contents and sharing skills on how to use digital tech-
nologies.
DIGITTRADE GmbH
Always new revelations about the extent of spyware PRISM
and tenses of the U.S. and British intelligence agencies regularly
shake the public. Many users are wondering which of their data
are still safe. Whether their communication via telephone and
internet is logged and monitored too. The uncertainty is large –
also on the part of the companies. The world's leading ICT exhi-
bition CeBIT, which take place in Hanover from 10 to 14 March,
engages under this year’s top theme “Big Data & Datability” new
solutions into focus, with which private and business users can
effectively protect against espionage.
A special highlight of the exhibition presents the DIGIT-
TRADE GmbH in this connection with the new, globally unique
smartphone app Chiffry which combines encrypted telephony
and messaging each other. First insights delivered IT security spe-
cialists from Germany, so far for their safety storage media -
including government-certified high security hard drive HS256S.
The communication App with encryption “Chiffry” allows
C o v e r S t o r y
Global Technologies Jan - Feb 20148
CeBIT Press Preview 2014
The CeBIT Press Preview organized for the first time attracted media
people from across the globe. We were given the first
opportunity to see latest products and innovations, get latest news
and trends on the IT-market. Chandragupta Amritkar reports
from Hannover, Germany
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2. their users a quick and tap-proof exchange of information with
their smartphones. “In the development of Chiffry it was very
important for us to provide the user with all the usual messaging
features and deliver the encryption on-top - underlines Manuela
Gimbut, - therefore Chiffry is in terms of the messaging features
its competitors in every way.”
Chiffry enables not only the known messaging features of
already popular smartphone services, but also offers the opportu-
nity to reach people from the contact list by phone call. All calls
and messaging communications are transmitted encrypted over
the Internet. With Chiffry DIGITTRADE GmbH bring together
several established features of messaging services and phone fea-
tures and flanking it on top with the privacy advantages of a
secure encryption.
CAS Software premiered its app-based CRM software
CAS Software AG has developed a new app-based CAS Smart-
Design technology, with integrated data quality for the CRM
solution and secure software architecture for the Cloud. It will
organisations shape their business relationships in future so that
they are more
customer-cen-
tric, simpler
and user-
friendlier than
ever before.
"We want to
give our users
the most
mobile and at
the same time
the most flexi-
ble xRMsoftware the world has ever seen. The CAS SmartDesign
technology is unique in the area of CRM. And it is this that
enables our users to enjoy our software solutions on all market
relevant mobile devices and browsers in the same look and feel -
regardless of whether they use iOS, Android, BlackBerry, Win-
dows 8 or a web browser. The forward-looking app-in-app con-
cept makes it possible to combine apps to fulfil functional
requirements,” said Martin Hubschneider, CEO, CAS Software
AG.
Data maintenance is often an excellent yardstick for measuring
the effectiveness of company software, and CAS SmartDesign
technology reflects this as a platform for company software that
includes apps from third-party suppliers. CAS Software AG in
conjunction with its partners will be presenting a range of further
developments for its solutions.
iGo3D
iGo3D has been giving fascinating, first hand experience
through 3D printing to the public since September 2013 in the
first local retail store for 3D printing in Germany. As the leading,
premium distributor in the field of 3D printing, iGo3D offers a
broad range of products from leading manufacturers on the 3D
printing market. Furthermore iGo3D is deeply involved in the
development of new consumer friendly FDM 3D-Printers, such
as Ultimaker and Builder.
iGo3D maintains a multitude of exclusive distribution rights in
Germany for the best FDM 3D printers as well as innovatiove
3D-filaments. iGo3D offers a vast choice of products in the 3D
printing sector such as modern 3D printers as, “Builder Dual
Extruder“ or the second generation of Ultimakers, the constanc
winner of tests in tech magazines, also, Innofil3D premium fila-
ments, 3D scanners, 3D software as well as useful 3D printing
supplies. In addition, iGo3D.com strongly supports the B2B sec-
tor by offering industry specific FDM 3D printers from Stratasys,
3D Systems and industrial 3D scanner from Artec Group.
In order to allow customers to experience the fascination of 3D
printing, iGo3d.com also hosts courses such as webinars, semi-
nars, workshops and live-events that teach all about 3D printing,
scanning, and modeling, as well as more general themes related
to 3D printing. Some of the events are free of charge.
In the past six month iGo3D has gained over 4000 registered
customers from over 30 countries and in 2014, iGo3D.com works
with a team of 15 employees
KIT: Writing without Keyboard
Typing text messages on the mobile phone via the tiny soft key-
board is very cumbersome. How about simply writing it into the
air! This idea drove the development of “airwriting” made by
computer scientists of Karlsruhe Institute of Technology (KIT).
Sensors attached to a glove record hand movements, a computer
system captures relevant signals and translates them into text.
The system
offers a new inter-
face for wearable
computing applica-
tions. These are
computer systems
worn like clothes,
which can be inte-
grated seamlessly
into the everyday
life of the user.
“Information technology is used any time and anywhere, but
smart phones are still working on the basis of virtual keyboards
and small screens. However, gestures allow for new types of
input – in particular for mobile devices or devices integrated in
clothing. The interaction is embedded seamlessly in everyday
life,” says doctoral student Christoph Amma, who has developed
the system at the Cognitive Systems Lab (CSL) of KIT.
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3. “The airwriting glove is used to write letters into air, as if using
an invisible board or pad.” For this purpose, acceleration sensors
and gyroscopes are attached to the thin glove. Contrary to sys-
tems based on cameras, these sensors are very small, mobile, and
robust. They record the movements of the hand and transmit them
to a computer system via a wireless connection. The computer
system first checks whether the user is indeed writing. “All move-
ments that are not similar to writing, such as cooking, doing laun-
dry, waving to someone, are ignored. The system runs in the
background without interpreting every movement as computer
input,” says Amma. The computer scientist thinks that the device
is perfectly suited for future mixed-reality applications. For
instance, in glasses with integrated miniaturized screens, news
may be displayed to the user in the field of vision.
Kinematics
It is an intuitive robotics construction kit for children and
teenagers. The construction game Kinematics enables children
and teenagers from different age groups without any prior knowl-
edge or computer skills to construct interactive robots that move
around autonomously. The plug connections with integrated
power and data transmission and the construction kit with its
mobile modules are particularly innovative features. When
designing the user interface, the researchers took particular care
to provide users with barrier-free access to the world of robotics
and consequently to the steering and control of complex systems.
Thanks to its universal user-interface design, Kinematics moti-
vates its users to develop a playfully creative way of handling
modern robot technology. Children aged between six and twelve
embraced the construction kit with enthusiasm in usability tests,
irrespective of their age and gender. Kinematics was invented by
the graduate designer Leonhard Oschütz. It’s the award winner at
the CeBIT Innovation Award 2014.
Start-ups from 16 countries among the top 50 at CODE_n
More than 450 applicants from 60 countries answered the call
of this year’s motto “Driving the Data Revolution” – all eager to
present their unique big data business models to the world by
scoring one of the coveted CODE_n spots at CeBIT in Hanover.
The partners of the initiative – the GFT Group, EY, and Deutsche
Messe – have
selected the top
50 companies.
“We were
overwhelmed by
the exceptional
quality of the
applications we
received,” states
Ulrich Dietz,
initiator of
CODE_n and
CEO of the GFT Group. “CODE_n will showcase what is already
possible with big data – not just in terms of technology, but also
in terms of ground-breaking applications and industry solutions.”
The winner of the CODE_n14 Award can look forward to prize
money of €30,000 and will be announced at CeBIT on March 12,
2014.
The 50 finalists span an extremely broad spectrum in terms of
content: Among the innovations are a 3D model for construction
companies to improve scheduling, an analysis tool that can be
used to effectively tackle power outages and energy waste, a
transportation management system for preventing traffic jams, a
digital stress measurement device as an answer to impending
burnout, and software that generates 3D maps of the human brain
to pinpoint tissue anomalies. Startups from 16 countries made it
to the final round of the competition.
United Kingdom – Partner Country
The United Kingdom is this year’s CeBIT Partner Country.
Together, the UK and Germany account for nearly 10 percent of
the global IT market. At the same time, the UK and its London
capital rank as Europe’s IT powerhouse, with over 5,000 IT com-
panies headquartered there – more than 1,300 of which are start-
ups.
Speaking at
the CeBIT 2014
Press Preview,
Simon McDon-
ald, British
Ambassador to
Germany said,
“This is a special
year for British-
German rela-
tions in every
respect, and our
partnership with the Hanover Fair is no coincidence. Among
other anniversaries in 2014, we shall be celebrating the 300th
anniversary of the Personal Union between the British throne and
the Electorate of Hanover. I am proud that the UK is this year’s
partner country for CeBIT and this year we have more than dou-
ble the number of British exhibitors and triple our exhibition
space (compared to 2013). In March we shall not only be present-
ing British exporters of IT in sectors such as e-health, cyber secu-
rity, intelligent cities and big data but also showcasing the UK as
an investment location.”
He also stressed on trade and co-operation with the world.
“Young, high-growth companies from all over the globe are
attracted to Britain. One place they are attracted to is Tech City
UK. Backed by the British Government, located near the site of
the London 2012 Olympic Games having a cluster of more than
1,200 technology, digital and creative firms,” said Simon.
At CeBIT 2014 companies will be covering a wide range of
themes, including smart cities, data science, eHealth, M2M,
Internet security and digital media. British Telecom will show-
case their Dolby conferencing technology. There will also be
innovative new companies, start-ups and SMEs who have won
places in the Code_N and UK Trade & Investment’s start-up
competition, such as Peachinc, which is one of the most advanced
ticketing companies in the world, and Tento, who have developed
a revolutionary approach to fighting cyber crime. There will also
be a UK Research & Innovation zone at CeBIT reflecting the fact
that the UK is home to three of Europe’s top-five technology uni-
versities and produces 9% of the world’s scientific papers – sec-
ond only to the US.
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5. ‘100% business’ track
By gearing CeBIT specifically to the needs and objectives of its
business clientele while at the same time creating closer tie-ins
between the show’s exhibition and conference programs, the
organizers of the world’s leading IT event have their sights firm-
ly set on new growth. “We aim to more strongly leverage
CeBIT’s core strengths by means of targeted enhancements,” said
Oliver Frese, the Managing Board member at Deutsche Messe
responsible for CeBIT. “The event is being placed on a ‘100%
business’ track – exactly in line with the wishes of our cus-
tomers.”
In recent years, CeBIT had steadily strengthened its position as
the world’s leading IT event for the B2B sector. The percentage
of trade visitors at the fair has risen continuously, reaching an
unprecedented 82 percent in 2013. “CeBIT is already the world’s
leading IT business event and conference for professionals, and
we are committed to reinforcing and enhancing this position. This
commitment will be clearly evident at next year’s show. “In the
interests of greater clarity and transparency for visitors and
exhibitors alike, the show will feature eight overall topic clusters.
We will also be extending the show’s offerings for specific target
groups and strengthening its rich conference program,” said Oliv-
er Frese
In departure from CeBIT’s previous four-pillar approach, the
topics covered are being reassigned to eight clusters chosen to
reflect the market as viewed by the decision-makers involved in
today’s digital business processes: Enterprise Resource Planning
& Data Analysis, Enterprise Content Management, Web &
Mobile Solutions, IT Services, Security, Communication & Net-
works, Infrastructure & Data Centers, and Research & Innova-
tions.
“That’s why the ICT companies and trade visitors from around
the world who participate in CeBIT 2014 will be able to use their
time here more efficiently and effectively than ever before, for
maximum benefit,” Said Frese was also confident that the num-
ber of exhibiting organizations would be up from last year. In
2013, 3,382 companies from 70 countries exhibited at CeBIT.
Samsung, Huawei, Volkswagen, HP, Brother, Epson and sales-
force.com are among the big-name companies who are returning
this year with a significantly expanded footprint. Other major
players, such as Kyocera, Western Digital and LG, will be back
after a few years’ absence. Intel will showcase its entire product
range in a completely new corporate pavilion.
Keynote theme Datability
The ongoing digitization of our world is giving rise to virtual-
ly limitless volumes of data and, at the same time, to a duty to use
and protect this data effectively and responsibly. That’s why the
keynote theme for CeBIT 2014 is “Datability” – a term which
pairs “big data” with the concepts of sustainability and responsi-
bility. Accordingly, attendees can look forward to a wide range of
market-ready big data solutions and services. They will also find
a wealth of additional information on all aspects of data utiliza-
tion, analysis and secure storage at the various “Datability”-
themed forums. “Having Datability as our lead theme will focus
C o v e r S t o r y
Global Technologies Jan - Feb 201412
New Format makes CeBIT 2014
more business oriented
Changing the show to run from Monday through Friday and creating eight clusters that reflect the market CeBIT 2014
is all geared for a new pattern suitable for the ICT business professionals
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7. attention on the big opportunities that are emerging as a result of
the worldwide big data trend. Big data will change the very heart
of the IT industry and many user industries,” explained Frese.
CeBIT’s appeal for startup companies has also risen sharply.
More than 300 young companies will be showcasing their inno-
vative business models in a range of display categories. “The
large contingent of startups at this year’s show will trigger a fresh
wave of innovation in the ICT industry. CeBIT has a key role to
play in providing these dynamic, pioneering companies with an
appropriate platform to raise their international profiles,” said
Frese. A case in point was the CODE_n international startup com-
petition, which 450 young companies from 60 nations had partic-
ipated in. The 50 top entries will be presented at CeBIT. In addi-
tion, more than 250 startups from around the world will be
mounting exhibits right across the fair’s various theme areas.
“The many exciting newcomers at this year’s show will make it
the youngest-ever CeBIT and most likely this year’s biggest inter-
national startup event. For all of these companies, CeBIT will be
a fantastic opportunity to present their innovative power to an
international audience of IT professionals and to find new
investors and business partners,” said Frese.
The CeBIT Global Conferences
According to Frese, the CeBIT Global Conferences (CGC)
have taken a major step in their evolution. 2014 marks the first
time that the event is staged in its own, dedicated hall. This year’s
CGC in Hall 8 will feature 100 renowned speakers from around
the globe who will deliver 70 hours of top-quality conference
programming. Among the speakers will be Apple co-founder
Steve Wozniak, Russian cyber security expert Eugene Kaspersky,
Wikipedia founder Jimmy Wales, the Head of Mobile at Drop-
box, Lars Fjeldsoe-Nielsen, the Vice President Global Marketing
at Huawei Technologies, Derek Liu, and Mikko Hyppönen, F-
Secure Corporation’s Chief Research Officer.
Expanded program of CxO-level events
CeBIT’s clear B2B focus is also reflected in the fair’s program
of exclusive events for top IT managers from user companies,
which kicked off last year. “Our program of CxO-level events has
also come a long way in a very short time,” said Frese. CeBIT’s
network of CIO contacts had expanded exponentially. “The rea-
sons for this are simple. Firstly, CeBIT brings together more top-
level executives from the world’s leading corporate IT providers
and users than any other show. Secondly, these individuals can
now choose from a unique bundle of exclusive activities designed
to help them network and share experiences and expertise with
their peers.” This year alone, more than 6,500 top managers from
around the world have been invited to join the CeBIT Executive
Club. Deutsche Messe’s program of CxO-level events is support-
ed by the VOICE IT user association, the FINAKI network, IDG
publishers, the Elephants Club and the Global IT Forum within
the Diplomatic Council.
High-caliber speakers at the Opening Ceremony
The CeBIT 2014 Opening Ceremony will be held in front of
more than 2,500 invited guests in the main auditorium (Kuppel-
saal) of the Hannover Congress Centrum on Sunday, 9 March.
The keynote address this year will be held by Dr. Martin Win-
terkorn, Chairman of the Board of Management of Volkswagen
AG. Other VIP speakers include BITKOM President, Dr. Dieter
Kempf, and the Premier of the German State of Lower Saxony,
Stephan Weil. David Cameron has also confirmed his attendance
as the highest-ranking representative from this year’s CeBIT
Partner Country, the United Kingdom. Cameron will be in the
company of his German counterpart, Angela Merkel, who has
officially opened the fair with a personal welcome message ever
since she took office in 2005.
The fair’s greater business-only focus will also be reflected in
its scheduling. “CeBIT will still be staged in March to give com-
panies an added boost at the outset of the new business year. But
the new run of the show will be from Monday through Friday,”
explained Frese.
The dates for CeBIT 2014 are Monday, 10 March, through
Friday, 14 March.
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8. I have been fortunate to be
involved with CeBIT for the last 14
years having attended the event for
13 consecutive years and also
being the only journalist from
India to be hosted this year for the
first CeBIT Press Preview held in
Hanover. I had the opportunity to
attend the event when it was at its
peak and had over 8000 exhibitors and a mind boggling 7,00,000
+ visitors. In those initial years Jorg Schomborg, MD, CeBIT
Worldwide (who was also fondly known as Mr.CeBIT), S.J.Patil,
India head for the Deutsche Messe and I used to ponder on the
potential to have CeBIT India as there was no great ICT show,
except for the ESC event Indiasoft and NASSCOMs annual con-
ference. With economy dwindling at that time we thought it was
not the right time.
But now finally Deutsche Messe with its fast-paced interna-
tional growth program is exporting its flagship show to India -
CeBIT India. The show is expected to premiere at the Internation-
al Exhibition Centre in Bangalore from 12 to 14 November 2014.
“CeBIT is one of the world’s best-known trade show brands
and has enormous potential,” said Dr. Andreas Gruchow,
Deutsche Messe’s Managing Board member in charge of over-
seas trade fairs. “We’re taking it to India because we believe the
local Indian market, particularly Bangalore, offers significant
opportunities for a specialist IT trade show.”
CeBIT India is being organized by Deutsche Messe’s the Indi-
an subsidiary company Hannover Milano Fairs India Pvt. Ltd - a
global joint venture of Deutsche Messe (Germany) and Fiera
Milano Group (Italy). It will be strictly a professionals-only trade
fair with a supporting conference.
“India’s IT sector is growing strongly and is thus a very excit-
ing market for IT providers. There is growing demand both for
services and for hardware and software. At the end of September
2013, India’s National Association of Software and Services
Companies (NASSCOM) forecast sales growth of 14 percent for
the current 2013/14 financial year. Our international IT trade
shows provide an overview of all core areas of the IT sector. For
our export-oriented customers,
they are an excellent springboard
to the fast-growing and increas-
ingly cashed-up Indian market,”
Dr. Gruchow said.
CeBIT Global Conferences
In addition to the trade show,
CeBIT India will also bring to
India the CeBIT Global Confer-
ences Program of world leading
conferences, workshops and
keynotes from Global Thought
Leaders.
The theme for CeBIT India 2014 is “New perspectives in IT
Business”. The show will generate vital content on a range of top-
ics around key technology trends – four forces that are changing
the way the world does business today – Enterprise Mobility,
Social, Big Data & Cloud Computing.
The show will focus on New Perspectives in IT Business for
the Indian market and will provide a platform for IT Software,
hardware and services solutions, ICT and Business Communica-
tion catering to various sectors and new technology demands. The
event will seek to meet the objectives of:
• Generating sustainable growth for the Business IT and ICT
industry in India
• Lead generation of new national and international business
opportunities
• Driving new technology trends through inspiring content
delivered by national and global thought leaders
• Showcasing the future of IT Business to global and national
audiences
CeBIT India will focus on 4 key trends impacting the IT indus-
try- Cloud, Social Media, Enterprise Mobility and Big Data. The
show will aim to be a source of new ideas, display of local talent,
showcase of latest trends and projects, driver of new business,
meeting place for all sectors of the industry and solution provider
to increasing sector demands. CeBIT India will act as an enabler
and catalyst for growth in our Business IT and ICT market.
“Indian companies are looking for new ways of boosting effi-
ciency by using specialized IT services and new technologies. For
small and medium businesses and startups, this search opens up
opportunities for partnerships with large India-based IT
providers. Our trade shows are an excellent way of establishing
and building the relationships needed to make this happen,” Dr.
Gruchow added.
CeBIT India will be complemented by another new show,
Plugged In, which will run as a stand-alone event in Bangalore
from 14 to 16 November. While CeBIT India targets IT profes-
sionals, Plugged In is aimed exclusively at end consumers of IT
products and the retailers who service them. The two events over-
lap by one day, which will enable visitor groups to attend both.
Deutsche Messe embarked on its CeBIT internationalization
strategy in 1999 and has been
operating events under the
“CeBIT Events Worldwide” label
at selected locations around the
world ever since - CeBIT Bilişim
Eurasia, premiered in Turkey in
1999; CeBIT Australia in Sydney
in 2002 and then in 2010 by a
CeBIT offshoot - “BITs – a
CeBIT event” in Brazil.
The writer was hosted for
CeBIT Hannover for 13 consecu-
tive years.
C o v e r S t o r y
Global TechnologiesJan - Feb 2014 15
CeBIT finally comes to India
India renowned globally as the ICT hub center will finally see the world’s largest ICT event
CeBIT making its debut in India says Chandragupta Amritkar
Dr. Andreas Gruchow
Hannover Fair Ground
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