Hannover Messe: Where Tomorrow’s Industry Is Made

Where Tomorrow’s Industry Is Made

Would you consider traveling to Germany to visit a tradeshow? Probably not – too far away, not in Las Vegas or Silicon Valley, so what kind of innovation could you expect from a tiny little blot on the global landscape close to the former Soviet Union? Well, you certainly have a point, and the city of Hanover is definitely not a match for Las Vegas. You might reconsider if you read the stats on HANNOVER MESSE: 6,500 exhibitors, 200,000+ visitors from all over the world and 6.5m business contacts over the course of 5 days.

So, if your job profile encompasses scouting the latest developments in industrial IT and automation, you should definitely consider catching a last-minute flight to Germany for a tour of Hannover Fair, or HANNOVER MESSE, as it is officially called. As the world’s largest industrial trade fair, it claims to offer the full range of technical innovations throughout the entire value chain from automation to supplier solutions. “This is an opportunity that only comes once a year” – says the official website, which, by the way, is worth a closer look both for a wealth of information and for its graphic design.

Six tradeshows, one platform

HANNOVER MESSE is also unique in that it combines a variety of specialized focal themes under the common umbrella of a global brand. Of particular interest this year: Integrated Automation, Motion & Drives and the Digital Factory. While Integrated Automation, Motion & Drives claims to be the global hotspot for Industry 4.0, covering everything to do with industrial automation, industrial IT, power transmission, and fluid power technology, Digital Factory promises to provide a comprehensive overview of integrated processes and IT solutions that enable the exchange of data between development, production, and distribution.

Solutions for Connected Sourcing, Mechatronic Engineering, and Digital Manufacturing

With such impressive numbers and the dedicated topic of the Digital Factory, we thought we shouldn’t be missing any longer from the list of exhibitors. And to get the best out of the occasion, we decided to go beyond the typical booth concept with a number of demo seats waiting for visitors. The idea was to develop an environment that made abstract processes implemented in software tangible and palpable for our visitors. So we talked to our partners and came up with tangible demo scenarios for three key aspects of digital networking in mechanical engineering:  Connected Sourcing, Mechatronic Engineering, and Digital Manufacturing.

Find the “doppelganger” of the digital twin!

In every talk about digitization, you will come across the “Digital Twin”. Or you could say the Internet of Things or Industry 4.0, as the Germans prefer to call it in an attempt to focus on their global hallmark of industrial automation. By definition, this is a digital model of products and processes that are paired to the physical world to provide the basis for a wide range of new technical and commercial opportunities. A closer look at the real world of industrial engineering and production will reveal a number of “doppelgangers” of the Digital Twin. This is by no means a paradox. As to this day the mechanical and electrical engineering models frequently live in isolation. In the Zuken demo scenario of HANNOVER MESSE, we will close the gap between the disciplines by adding electrical intelligence to the digital twin.

Interested yet?

So, if I was able to change your mind and swap Las Vegas for Hannover Germany for a once-in-a-lifetime experience, you shouldn’t miss the opportunity to visit Zuken at the Hannover Messe – Digital Factory. We will be happy to send you a complimentary visitor’s ticket, valid for the entire show. To request your ticket and get more information on Zuken’s exhibition program, visit our event page. And when you arrive at our booth, just tell them Klaus sent you!



Written by

I have been in the PLM industry for more than 25 years (time flies), in various companies and in a variety of roles and functions - from regional marketing to program marketing; with a stint as a technical journalist and editor in between. At Zuken I’m responsible for marketing programmes and content development.

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