Posted by
Barry Siskind
UFI’s Community Manager

The thought of a digital future is on everyone’s mind with questions such as: “What new digital services can be added to an exhibition program?” or, “What new revenue streams can be created?” or, “How can digital improve relationships with all the stakeholders?” With an ever growing numbers of digital options available to organizers and facilities, making a wrong choice can be disastrous. If this sounds familiar and you are thinking about dipping your digital toe into the waters, it is comforting to know that some organizations are already ahead of you. Understanding what they did right and what they would avoid in the future can provide powerful lessons to us all.

The UFI Open Seminar in Europe starts today in Saint-Petersburg, Russia, and one of the guest speakers is Stephan Rummel, Chief Strategy Officer, Messe Munchen (Germany). Stephan will be presenting a case study of Messe Munchen’s “Open Innovation Case,” which is an integral part of their 2016 strategy. I asked Stephan whether his new strategy was a difficult sell to his stakeholders. Here is what he told me,

“Our Management Board has quickly embraced the concept while winning the employees’ acceptance has been more difficult. The adoption of this new business model demands a rethinking away from selling booth areas for only a few trade show days towards a year-round, 365-days online service – a concept that especially challenges our marketing and sales departments.”

I also asked about any obstacles Messe Munchen faced and Stephan said, “Our main obstacle was the implementation of a new business model that makes completely new demands on resources, capacities, processes and the organisational structure.”

For more information on the seminar go to www.ufi.org/stpetersburg2014 and follow it on twitter at #ufistpetersburg .