© München Messe
Munich, US News, Next Stop Germany
07 Nov 2017

Munich – The event location for the IT industry

Munich is the center of the German high-tech industry: It is home to around 22,000 companies in the fields of electronics, telecommunications, electrical, mechanical, and automotive engineering as well as aerospace.

A growing number of major corporations in this sector have their German headquarters in Munich – some even refer to it as “Isar Valley” –  a nod to Silicon Valley. In this regard, Messe München locations also registered an increasing number of new high-profile IT events in 2017, all reflecting a clear trend: Munich's growing popularity among organizers in the IT sector.

Joerg Bauler, Director of the Munich Convention Bureau recently sat down with Monika Dech, Deputy Managing Director at Messe München, in order to discuss Munich's significance as an IT location and its major impact on international conference business. 

Looking at the growing number of IT events at Messe München Locations, what is the biggest change you have noticed in regards to requests from the IT sector?

Besides a number of renowned German companies, more and more international global players want to hold events in Munich. The DataWorks Summit, for example, is the first large-scale user conference that we have acquired from the United States. Further, high demand among IT companies also underscores the trend toward rapid digitization. In this context, also entirely new and extremely different event formats are emerging in this sector. 

What trends do you see on the IT side for large meetings?

One trend is an increased demand in LED technology and specialized audio- and video-solutions, especially for congresses with keynote speeches or VIP speakers, where high-end technical solutions are of utmost importance. Some of our customers present laser shows and alike. So, we have many different requirements each time. To ensure that we are able to offer the necessary technologies, it is important to clarify all specification in the run-up to each event.  

Is keeping up with the bandwidth (everyone wanting to be on Wi-Fi) a challenge? How have you addressed? 

Nowadays, the requirements of our customers always include ‘more bandwidth’ and ‘faster internet’. We utilize a number of high-end solutions to support our customers. For example, we have all-glass fiber cables which we can rescale according to the customers need: we can double, triple or even decuple the capacity of our network. Thereby we can meet all kinds of requirements. Furthermore, e.g. in the ICM we have redundant systems which are decoupled from the network of Messe München. So, even if another big event or trade show takes place at the same time as an event in the ICM, we have our own system architecture, which allows us to offer our customer an interference-free connection.

Does Messe München offer technologies that aren’t readily available elsewhere? If so, what? Do organizers request any unusual set ups? 

We haven’t yet been faced with any unsolvable challenges. Our employees are specialists with many years of professional experience, and our IT and technical infrastructure is cutting edge. So even if an organizer needs something special – for example, Fujitsu needs 20 kilometers of cable each year to serve everybody with the necessary power and technology – we always find a way. Our IT infrastructure is designed to serve many people in a small area with high-performance Internet. We are very well set for all kind of events.


Have you had conferences that utilized Virtual Reality, or Artificial Intelligence or other new tools?

Yes, we have and we are very proud that everything went smoothly: Just recently, we had a holodeck during Bits & Pretzels where the attendees could experience virtual reality. Furthermore the ICM was host to NVIDIA’s congress where they featured a VR village, deep learning and artificial intelligence solutions, automotive and much more. In addition, the MOC Veranstaltungscenter was host to the Augmented World Expo, the world's largest AR+VR conference and expo.


How much interaction do you have with the conference organizer before the event? How does the process work prior to the event during the event to provide a seamless procedure?

A lot. Our locations offer excellent full-service solutions at an international level. One permanent contact or team backs the customer’s event project in its entirety, offers support with all kind of requirements and questions, helps to find suitable service providers and coordinates – if necessary – all trades. 


We look forward to the demand for IT events and conferences in Munich continuing to grow!

© München Messe
© München Messe
© Andreas Gebert
© Andreas Gebert
© München Messe
© München Messe


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