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14.03.2013 The mobile use of online services at trade fairs is on the rise

Over three quarters of visitors at Messe Frankfurt trade fairs now
make intensive use of smartphones or tablets during the events. In accordance with this, we are seeing a rapid increase in the number of users of mobile trade fair offerings such as free WLAN on site, mobile apps or the company's web sites, which were optimized for use on mobile devices at the end of last year. This has been shown in analyses conducted by Messe Frankfurt on "online behavior during trade fairs". The assessment consisted of observing the most recent international trade fairs with high numbers of visitors.

"Almost half of the visitors at our trade fairs travel here from abroad and, depending on the trade fair, about 80 to 90 percent of the visitors have smartphones or tablets with them", says Kai Hattendorf, Head of the "Digital Business" division at Messe Frankfurt, who is responsible for the trade fair company's digital product and service portfolio under the Dexperty brand. "Therefore it is important that we provide mobile digital services and information for the current fair in each case." In 2011/2012 this was achieved primarily using smartphone apps, which were selected as the best solution in the trade fair industry in 2012 by the international trade fair association UFI. "In addition to this, we have been providing our entire online presence in a mobile version since this past December", says Hattendorf.

Messe Frankfurt promotes the usage of its mobile visitor services and offerings on the trade fair grounds by providing free WiFi. Approximately 50 percent of the visitors are already using this service in Frankfurt, which is about twice as many as at the beginning of 2012. Messe Frankfurt was the first trade fair company in Germany to introduce free WiFi for visitors at its own events.

The apps are primarily used for exhibitor searches, trade fair maps, exibitor information, news, events and specials. Offerings like Buddyfinder, which helps network contacts on the trade fair grounds, are not yet being used extensively, but are gaining significance as the trade fair communities grow. At this year's Ambiente, the most important consumer goods trade fair in the world, users opened the app an average of 20 times each.

In addition to the apps, the conventional web offerings are being increasingly used on mobile devices. Of over a half a million views during the Ambiente 2013, approximately eleven percent were on mobile devices with an upward trend. Optimization of all of Messe Frankfurt's online offerings, from the newsletters, web sites and blogs to individual special interest forums and business matching portals, has provided the foundation for this shift toward mobile use.

Increased convenience for visitors and exhibitors
Exhibitors and visitors are increasingly interested in mobile offerings. Fast and simple navigation through Messe Frankfurt's offerings is used to prepare for a trade fair effectively, get help with orientation during a fair and simply engage in networking. Exhibitors can also integrate their online offerings in the content and service tools provided by Messe Frankfurt, such as apps and search functions or platforms for digital business matching. This is carried out using content, links and even ads at the respective touchpoints.


Background information on Dexperty – digital expertise by Messe Frankfurt
Dexperty is the new Messe Frankfurt brand for the development and bundling of a growing number of digital products and services for exhibitors and visitors. Dexperty provides optimized offerings for successful "business matching" in the communities surrounding Messe Frankfurt events. In addition to numerous social media platforms, these include productpilot.com, productpilot.tv, special interest offerings, mobile apps and optimized advertising options on Messe Frankfurt's online platforms.
For more information, please visit our website at: www.dexperty.de

Background information on Messe Frankfurt
Messe Frankfurt is Germany’s leading trade fair organiser, with 538* million euros in sales and 1,891* active employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries and approx. 50 international Sales Partners, giving it a presence for its customers in more than 150 countries. Events “made by Messe Frankfurt” take place at more than 30 locations around the globe. In 2012, Messe Frankfurt organised 109* trade fairs, of which more than half took place outside Germany.
Messe Frankfurt’s exhibition grounds, featuring 578,000 square metres, are currently home to ten exhibition halls and an adjacent Congress Center. The company is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent.
For more information, please visit our website at: www.messefrankfurt.com
* preliminary numbers (2012).