Suppliers of automation technology place their trust in the HANOVER FAIR

New general conditions also offer chances for a new era of better times. Therefore, Wolfgang Pech, area director of ­HANOVER FAIR, looks optimistically into the future including towards the forthcoming ­HANOVER FAIR (20.–24.04. 2009): “Up to now we have only noticed a few signs of the crisis. Of course, some exhibitors are acting with more deliberation and reducing their budget.” Nevertheless, many companies are not questioning the HANOVER FAIR 2009. For instance, this year there are numerous new registrations and exhibitors with enlarged stand areas in the sector Industrial Automation, in addition to a few cancellations.

The aim: “Emerging strengthened
from a temporary crisis”
Hans Sondermann, managing director of sales and marketing at SEW-EURODRIVE GmbH & Co. KG, explained: “The ­HANOVER FAIR 2009 will especially be a business and mood barometer for the industry and economy. In particular in times of recession, it is important for both exhibitors and visitors to be present at the fair to show in concentrated form solutions and innovation potentials supporting the company’s objective, i. e. to emerge strengthened from a temporary crisis.” The company will clearly extend its presence at this year’s HANOVER FAIR. Furthermore, other exhibitors, such as Pilz GmbH & Co. KG, Hans Turck GmbH & Co. KG, Endress+Hauser Messtechnik GmbH+Co. KG, PGOENIX CONTACT GmbH & Co. KG or Wieland Electric GmbH, have enlarged their stand areas. The Essen-based ifm electronic also places its trust in a successful HANOVER FAIR 2009. “On the one hand, we appreciate the greatest technology event due to the high technological standard shown there and, on the other hand, due to its outstanding internationality. At HANOVER FAIR our new products reach our customers directly. Therefore, this fair is an excellent platform for new markets, contacts and, in particular, the proximity to customers. This is exactly the philosophy at ifm. We expect a very interesting event in 2009 and, already today we can say that ifm will surprise the visitors to the fair with new products,” said Voker Jahns, managing director of the sales organization for Germany at ifm electronic gmbh. “In particular we are glad that Korea is this year’s partner country of the HANOVER FAIR. Our branch founded there in 2007 is continuously developing. This is one more reason for us why this event will be so exciting this year,” continued Jahns.

The field Electrical Drives within Industrial Automation also records a considerable increase. “This impressively shows us that the exhibitors of Industrial Automation meet the challenges of the market and place their trust in the marketing instrument HANOVER FAIR,” underlined Thomas Rilke, automation manager of the HANOVER FAIR.

“The most important automation fair in the world:
a long-term communication strategy is crisis-proof”
Why this is the case is explained by Dr. Gunther Kegel, chairman of the management at the Mannheim-based Pepperl+ Fuchs GmbH: “The trade fair Industrial Automation within the framework of the HANOVER FAIR is the most important horizontal automation fair in the world. We make use of this platform to present the long-term perspectives of our innovative products, systems and solutions thus continuously further developing our brand Pepperl+Fuchs within the community of automation. This rather long-term communication strategy is ‘crisis-proof’ within a wide framework and does not permit non-participation at the last minute for reasons of cost. Otherwise the continuity of communication regarding innovations would be lost and the goal of a long-term permanent market development would be seriously endangered. For example, we hope that our visitors to the forthcoming fair will be interested in how we implemented the DART technology, nominated for the Hermes Award 2008, resulting in new products. This is different to vertical fair events. Depending on the business chances and short-term prospects, not to participate at short notice or even a fair hopping could be reasonable in this case.”

Safe production processes due to
Industrial Identification
An industrial concern can only achieve decisive ­advantages in competition on the market if components and systems in all fields of automation technology interact and interlock. With the Industrial Identification Competence Centre, ­the ­HANOVER FAIR 2009 will present a really successful exhibition sector for intelligent identification and ­marking ­technology under the umbrella of Factory Automation. ­
Compared to 2008, the exhibition area will be considerably ­increased. ­Rilke presents a positive outlook: “Last year we ­rented out close to 500 m² for this main topic, now we have already reached close to 700 m² – and the acquisition is not finished yet.”