INCOM cancels CEBIT participation

After 30 years of CEBIT participation INCOM will not present itself with a booth at this year's CEBIT in Hannover for the first time. "The new concept does not convince us and we know that many exhibitors see it similarly", says INCOM managing director Dr. Jan Brustkern. The reorganization and reorientation of the fair blows up all hall structures grown at market segments and every exhibitor has to decide for a new stand location mostly in another hall.

Taming the flood of data - INCOM CeBIT booth

With the Internet, the procurement of information has changed considerably, especially in IT. Many trade fairs, whose orientation is not really highly specialized, find it difficult to compete with alternative information platforms and offerings. Since the first participation in 1988 INCOM has already seen and supported many new fair concepts. It turned out that a stronger focus on end customers could improve the number of visitors, but was rather counterproductive for the professional companies with B2B orientation.

Via halls 10 and 12 we ended up in hall 1, only to have to move to hall 2 and hall 3 of CEBIT. Each time, it took two to three years for the new hall and its content to establish itself. The reorientation that has now taken place obviously addresses the end consumer more strongly again. This has already happened with the CEBIT Home and has failed," comments company founder Jan Brustkern.

In its core business of storage and archiving, the company only addresses professional users and system house partners. And even in new business areas, such as video surveillance, the target group is professional retailers or users, who can hardly be attracted by DJs and live acts. Where travel expense allowances are being handled increasingly restrictively in most companies and hotel costs are still astronomical at the time of the trade fair in Hanover, it is the contents and not the packaging that must be convincing.

INCOM Storage GmbH will closely observe the trade fair landscape and development and will present itself in future at trade fairs and events that focus on professional IT solutions and products, because personal contact to our customers and partners has absolute priority.