Electronica is probably the largest electronics trade show of its kind catering to electronic components, systems and applications.

electronica gives companies access to profitable markets and new branches of industry and lucrative sales potential. It showcases important technologies and makes new trends a topic of discussion - and provides global orientation in the process.

In spite of recession, electronica 2008 was quite successful and sent out some positive signals to the international electronics industry. The trade fair attracted around 2,800 exhibitors, 58% of whom came from abroad. Approximately 73.000 trade visitors were recorded at electronica 2008. India also had a substantial presence with 50 plus exhibitors. The 24th International Trade Fair electronica 2010 is scheduled at New Munich Trade Fair from November 09-12, 2010. In order to get an insight into this most important global event, Chandragupta Amritkar spoke with Nicole Schmitt, Exhibition Director, electronica, Messe Muenchen GmbH. Excerpts

Finally the economic crisis is over with many positive signals. How is electronica faring?

Electronica 2010 will again be the leading show for components, systems and applications in electronics. All key players will be in Munich and will show their latest products and solutions. The exhibition space will cover 12 halls and a total of 132,000 sq.m. To get an idea about the size: this equals a bit more than twelve cricket fields. There will be two conferences, electronica automotive conference, a key event for the automotive-electronics sector and Wireless Congress looking at systems and applications.

What was the main aim behind creating electronica?

In the early sixties of the last century, there was a strong demand to set up a trade show in Germany for the growing electronics industry. Messe Muenchen established electronica and the first event was held in 1964.

Has it been successful in achieving its goal?

Yes, very much so. The show has developed very successfully. In the beginning also electronics production and laser technology were exhibition segments of electronica. In the 1970s, we set up separate events for these industries. The number of exhibitors had increased tremendously and there was not enough space at the trade fair ground to include these segments any longer. This separation gave us the chance to focus electronica on electronic components, systems and applications and this clear focus made the show so successful. The first spin-off was LASER World of PHOTONICS in 1973. In 1975 productronica, our trade show for electronics production followed.

Can you highlight the main accomplishments of electronica over the years?

Electronica has succeeded in becoming the world leading trade show for electronics components, systems and applications. Exhibitors and visitors from all regions around the globe participate in this event. It is the place where they meet their international clients, set up new business contacts and benefit from learning about the latest trends and technologies. The show is also an event in which CEOs of the world leaders in electronics take part. Our CEO Round Table in which CEOs of leading semiconductor companies discuss the latest developments of the industry is a clear demonstration of the impact electronica has.

What would be the exhibitor profile?

Generally speaking, any company that develops or produces components, systems or applications for electronics is a potential exhibitor.

The show is structured into exhibition segments such as semiconductors, power supply, passive components or PCBs, for example. Our website (www.electronica.de/en) provides all the details in the section of exhibition areas.

How many exhibitors are you expecting and how many from India?

We expect about 2,700 exhibitors from all over the world. We expect substantial Indian presence too. As of today, 30 companies from India have registered for electronica 2010. Among them are Essen Deinki in the segment of electromechanics, Powercap Systems (Madras) in the power supply section and Cosmo Ferrites in the passive components section.

In order to get the maximum benefit out of the event what should the exhibitors plan in advance?

I strongly recommend them to make use of the vouchers for a one-day ticket and invite their clients and potential clients to meet them at the show. The cost to do this is limited - a maximum of 3 vouchers per sq.m of the stand will be charged if the client redeems the voucher. If the voucher won't be redeemed, the exhibitor will not be charged.

This tool has proved to be most successful for many exhibitors and I am sure Indian exhibitors will also benefit a lot from it. In addition to that it is most important they let everybody they do business with know they will participate in electronica, be it in their regular business correspondence, via mailings, personal contacts of their websites. If exhibitors wish to reach all registered visitors of electronica they can book advertising space for the electronica newsletter or the electronica website.

What new products/technologies will be on display this year?

Electromobility and automotive are topics that will dominate the show. Embedded systems, which is also relevant for automotive is another field that draws great interest. Semiconductor and digital signage are technologies that will play a leading role as well.

Conference has been one of the highlights at electronica. What will be the topics for electronica 2010?

The electronica automotive conference is the highlight event at electronica 2010. It will start one day prior to electroncica on 8 November 2010. Main topics are electromobility, driver assistance systems, commications and global growth markets.

In my opinion, the topics of electromobility and global growth markets are most relevant to Indian visitors. They could benefit a lot from learning about the latest trends in strategies and technologies the speakers will present. All of them are renowned experts from automobile manufacturers, tier 1 suppliers and electronics companies.

Now-a-days conferences held concurrently with trade shows are free of charge. Why do you still charge for conferences?

There is big difference between Europe and Asia regarding conferences. They are most of the time free of charge in India and Asia and there is a fee in Europe. As a special offer for attendees we have set up very attractive early bird prices.

The conferences held in parallel to our Indian show, the electronica & productronica India in Bangalore, are also free of charge.

What type of visitors should attend the show?

Electronica is an event that aims at electronics experts that hold top management positions in their companies. It is crucial for the success of their business to attend the show as it creates the unique opportunity to meet all the key players of the industry as well as small and medium sized companies that do business on an international level.

Furthermore those experts who hold top positions in the technical fields of electronics companies will benefit as they get an overview on the latest developments and trends in technologies and applications on a global level.

However, electronica is also an event in which many engineers participate. 51 % of the electronica visitors are design engineers. 35 % of them work in hardware development, 16 % in software development.

What planning should visitors from India do before attending the show?

The first step for visitors is to go to the electronica website (www.electronica.de/en) which is fully active and will be updated on a day-to-day basis. They should locate companies that have similar business activities. They are potential partners to join hands with. The second approach is to identify companies that are potential customers for their products and services. They should focus on a group of 25-30 companies and initiate e-communication. If somebody doesn't reply they can always visit them on the fair grounds. As electronica is a huge fair it would be advisable to book accommodation in advance.

Visitors from India need a visa to visit Germany. They should register for the show, as they need this registration to get a visa. Visa applications are accepted three months prior to the first day of the trade show by the German embassy and consulates in India. Our website has all the information.

How do you think Indian exhibitors and visitors will benefit?

The Indian economy is doing very well and many countries will be looking at India as a potential place to do business. Some of the international companies will be looking for partners to establish tie-ups with Indian exhibitors to tap the new market potential emerging in India. Indian visitors also can look for suitable tie-ups. The fair also provides an opportunity for both exhibitors and visitors to see latest technologies and services and to procure it for application in their own enterprises.

(The writer is working with Global Features and can be contacted at chandraguptaa@hotmail.com)