CeBIT 2010: An international perspective

Computerworld Australia looks at what some of the international markets showcasing at CeBIT 2010 has to offer Australia


Walking through the China pavilion at the convention was a bit like a stroll through your local computer shop. China's vendors, organised by the ShenZhen Wanbao Exhibition Company, were mostly hardware manufacturers and showed it through their offerings. Most of China's vendors seemed to be looking for local resellers and offered various hardware solutions such as hard drives, PC cases and peripherals. Despite this, a few vendors such as ShenZhen Sungold, manufacturers of solar modules for various applications, did stand out from the crowd, particularly since Green IT has become a major concern to the industry of late.


Korea Pavilion had more of an eclectic offering, with some companies turning up to promote breathalysers, headphones, CCTV cameras and inkless whiteboards. The National Broadband Network also drew interest from Korea's telecommunications industry, with vendors such as Wooriro Optical Telecoms, manufacturers of optical products and Fibre-to-the-Home (FTTH) solutions, lured to Australia by the prospect of working on the NBN. Others, like Java Information Technology and SEBINE Technology, both manufacturers of RFID systems, believed that the global trend towards wireless networking would bring in some business.

Korea Trade-Investment Promotion Agency (KOTRA), investment and trade commissioner, Paul Choi, said that vendors chosen to represent Korea were picked based on their technologies, patent holdings and readiness to market to overseas customers.

This is the second year in which KOTRA has made a showing at CeBIT. Choi said that the convention gave Kore the opportunity to promote itself as a leading IT market and that many Korean companies were enthusiastic about the possibility of doing business with Australia.


Germany seemed to be the most organised when it came to showcasing vendors at CeBIT. The large pavilion boasted a trio of sponsors, Germany's Federal Ministry of Economics and Technology, the Association of the German Trade Fair Industry (ALMA) and the German Association for Information Technology, Telecommunications and the Media (BITKOM).

A BITKOM spokesperson told Computerworld Australia that the German pavilion was something of a permanent feature in CeBIT, no matter where the convention is held.

"Germany tries to support the IT industry, especially the small and medium enterprises to make business with foreign countries," she said.

Indeed, the pavilion had a variety of German representatives ranging from manufacturers of hardware and software to consulting firms offering eCommerce solutions. The Technical University of Munich also had its own stall at the German Pavilion, showing off technologies built by its students and lecturers in a bid to attract foreign talent to German educational institutions.

Copyright © 2010 IDG Communications, Inc.

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