Keynote trends at CeBIT 2011 for business and - Deutsche Messe AG.rtf by tongxiamy


									                                                                           12. Mai 2010

                                                                          5 March 2011

End-of-show report for CeBIT 2011 (1–5 March)

Keynote trends at CeBIT 2011 for business and consumers

Hannover, Germany. CeBIT showcased the gamut of digital innovations this
year. Along with the keynote theme of “Work and Life with the Cloud,” there
was a clear focus on tablet PCs and smartphones, business solutions and
applications for the new German identity card. Other top-draw topics
included 3D (with and without glasses), IT security, cloud-based print
technologies, intelligent networking for health and traffic applications and
sustainable energy concepts for businesses and households.

Some 40 new tablet PC providers appear at show
Back in 1983, IBM presented its first personal computer at Hannover Messe,
selling for roughly $3,000. More than a quarter of a century later, the exhibits
at CeBIT 2011 featured tablet PCs and Webpads which visually consist of little
more than a screen, running primarily on Google’s Android operating system
and Microsoft Windows 7. “Tablet PCs are establishing themselves as a
separate computer category alongside desktop computers, notebooks and
netbooks”, said Dr. August-Wilhelm Scheer, President of the German Federal
Association for Information Technology, Telecommunications and the New
Media (BITKOM), at CeBIT 2011. Well over 40 new models featuring finger-
friendly gesture control were on display. Visitors were especially interested in
models that ran on the new 3.0 version of Android (“Honeycomb”), featuring
an interface with eye-catching 3D effects. This requires the use of the latest
tablet hardware generation, and some of the devices presented at CeBIT
already boasted dual core processors with a minimum clock frequency of 1

Smartphones evolving into mini-PCs

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Smartphones manufactured in 2011 have similar levels of power packed
behind the screen. These new high-tech mobile phones can be more
accurately described as mini-computers capable of telephony. They can run a
huge array of small applications (“apps”) catering to every aspect of everyday
life, making them increasingly essential for business and leisure use. While
CeBIT 2011 was still in progress, BITKOM issued its forecast of a 36-percent
jump in German sales of smartphones for the current year. A bright future in
particular is predicted for products which feature docking stations, thus
making mobile phones the link between a traditional keyboard and a large
screen, while the software for these data-intensive applications is stored on
the Web. CeBIT 2011 featured live displays of mobile connectivity in action, as
well as of the first mobile phone which can record and display 3D photos and

Mobile Web and TV represent challenge for data networks
There is no sign of any falloff in network hunger for bandwidth: Survey results
indicate up to five-fold growth in fixed-line data traffic volumes through
2013, and an up to 60-fold increase for mobile networks. To meet this ever-
increasing demand, Germany’s two leading network operators confirmed at
CeBIT 2011 that further expansion of the required high-capacity broadband
networks would continue unabated. They plan to achieve this with a mix of
leading-edge technologies, including fiberglass and copper connections and
mobile broadband technologies such as HSPA+, LTE and WLAN. This
flexibility will provide the basis for a multi-gigabit broadband network with
comprehensive territorial coverage. Internet-capable TV sets are also
expected to become more popular in 2011. The new open standard HbbTV is
based on existing technologies, and is supported by many suppliers in the
consumer electronics sector.

The Web as a huge data cloud
According to the analysts at IDC, cloud computing will account for 10 percent
of all global IT expenditure by 2013. Rather than investing in their own
technical infrastructure, companies are increasingly renting the resources they

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need over the Internet. This means that a real server can be used jointly by
multiple virtual servers, boosting capacity utilization and allowing savings in
energy consumption of over 50 percent. Cloud sales revenues with business
and private customers are expected to soar by around 55 percent this year to
reach a total of 3.5 billion euros. Experts are also predicting that around 10
percent of IT expenditure in Germany will be spent on cloud technology in

CeBIT 2011 held a mirror to this megatrend with its keynote theme of “Work
and Life with the Cloud”. Apart from offering even greater computing power
and memory capacity, the cloud also provides applications and entire system
landscapes for all kinds of terminal devices. Company employees with a
smartphone, tablet PC or netbook can keep working on their office
documents while traveling from place to place, virtually without interruption –
because rather than being chained to local hardware, desktops are
increasingly likely to be located in a protected data cloud. Government
organizations can also benefit from this technology. CeBIT 2011 featured
examples of the interoperable use of cloud technologies, with no media
discontinuity problems. Private users are also increasingly storing their
photos, videos and e-mails on the Web rather than on their own hard disk.
Data can be accessed online from any device, then shared with others: Work
and life in the cloud was clearly one of the standout themes at CeBIT 2011.

Industry focus on security solutions
The prospect of extending their IT infrastructure into the cloud is confronting
many companies with new challenges in data and workflow protection. High-
security key management systems, presented by leading security providers at
CeBIT 2011, ensure that only authorized users can access data stored in the
cloud. Private users are increasingly purchasing IT and Internet security
services provided directly from the Internet. Security-as-a-service, for
example, is often provided free of charge or for a small extra fee for new
operating system licenses, in the form of anti-virus protection and firewalls.
CeBIT 2011 also included displays of the latest protection software for today’s

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smartphones, which are increasingly exposed to hacker attacks due to their
rapid growth in use. National governments also face IT security challenges:
BITKOM reported that 78 percent of all German Internet users would like to
see more government protection on the Web, particularly against terrorism
and crime.

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Premiere for new German ID card
In her keynote speech at the Opening Ceremony for CeBIT 2011, German
Chancellor Angela Merkel appealed for greater legal security for Web users. A
key role is to be played here by the new national ID card, for which a raft of
applications was presented at the trade show. This new card-sized ID will
soon function as an identification tool for online shopping, registration and
citizen-government transactions. Instead of having to wait in line at the
reception desk of a government office, citizens with an ID card will be able to
submit their pension application or vehicle registration directly via the
Internet. Deutsche Messe became the first company to make practical use of
the new ID card by giving its holders free admission to CeBIT 2011, subject to
prior activation of their ID cards’ online functionality.

3D without special glasses
This has been the year of three-dimensional images on PC displays and
gaming consoles, and several manufacturers presented devices for this
purpose in Hannover. Deutsche Messe staged a display dedicated entirely to
3D: “Next Level 3D”. This special showcase featured systems for which viewers
no longer even to wear special glasses. Autostereoscopic displays use two
cameras to track the viewer’s eye movements, on the basis of which the
system computes how the image elements required for 3D need to be
arranged. The presentation also included a single-user, touch-free, gesture-
controlled display.

Business software with networking potential
The many exhibitors who returned for this year’s CeBIT included leading
printing specialists like Canon and Xerox. CeBIT 2011 revealed a trend
towards intelligent managed print services (MPS) which can save costs and
enhance productivity. Mobile and cloud-based print solutions for printing
documents stored on a mobile phone or tablet PC, for example, are also
establishing a strong market presence. The IT tradeshow also unveiled some
new trends in enterprise resource planning (ERP). Successful companies have
long seen ERP as more than just a system for financial accounting and

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effective management of their machinery. The flexible solutions highlighted in
Hannover can easily be extended to include cloud services and apps. Another
major growth market involves the networking of machines, i.e. “machine-to-
machine communication” (M2M). The future will see literally billions of such
mobile data transfer communications – for example networked taxis to
minimize waiting times for passengers and downtimes between fares for
drivers. Elevators will report faults to the maintenance operator in a matter of
seconds, and power meters will forward consumption data via mobile

Firms discover potential of social media
Social networks also featured strongly at CeBIT 2011, particularly in terms of
their use for corporate internal communications. Many firms are looking for
ways to interact directly with customers, potential employees or other
stakeholders. Twitter also provides a news medium that allows for fast and
direct exchanges with specific target groups. Social media are also
increasingly being used within companies on the basis of Enterprise 2.0
technologies. Internal blogs, wikis and forums are all effective channels for
exchanging experience, opinions and knowledge among employees.

Intelligent network in health and transport sectors
Over the last ten years, expenditure on the German health system has risen by
about one-third to over 260 billion euros per annum. The ongoing
demographic shift will result in increasing numbers of healthcare consumers,
yet declining numbers of people paying in. To cut down on costs, it will be
necessary to create more effective networking between hospitals, physicians
and patients with state-of-the-art ICT systems – for example through online
monitoring. Smartphones have started to play a key role in this area, thanks
to their outstanding connectivity and innovative mobile health applications.
This was showcased in several displays at CeBIT 2011.

Apps conquer automotive industry

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CeBIT featured several manufacturer presentations of connectivity solutions
for automobile cockpits, combined with Internet access, user-friendly voice
control and a touch screen. Today’s drivers can have their e-mails read aloud,
dictate a reply or use infotainment services, and the equipment options
available in today’s cars also include intelligent navigation services for fleet
operators and logistics service providers. These systems interact with virtually
any kind of communication device, from joysticks to smartphones. The motor
vehicle literally becomes a wireless LAN hotspot on wheels. And far from
being limited to luxury models, these technologies are also provided for
compact automobiles, as could be seen at CeBIT 2011. This year’s show also
focused on intelligent traffic management systems, because as well as
creating needless CO2 emissions, constant traffic jams cost the economy
billions of euros.

Research institutions and telematics companies used CeBIT 2011 to present
technologies that will soon allow the improved management of traffic flows –
from intelligent traffic lights signaling the optimum driving speeds to keep
traffic moving in regular “green waves” through our city streets, to the TMC
successor TPEG (transport protocol expert group), which combines traffic data
from a range of sources to provide almost real-time navigation. Advanced IT
solutions are also bringing genuine benefits for the electromobility sector, as
an important step on the path to a low-emission automotive future. This was
impressively illustrated by a number of application scenarios displayed at
CeBIT 2011.

Sustainable energy concepts for businesses and households
The EU Renewable Energy Directive requires that 20 percent of energy be
generated from renewable sources by 2020. That target can be only be met if
energy utilities, the IT industry and the public sector work hand in hand to
develop an infrastructure that provides for the required data reading services
(smart meter), load management capability (smart grid) and household
appliance management functions (smart home). At CeBIT 2011 key decision-
makers discussed this important new challenge at the “IT Meets Energy”

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Smart Grid summit at the CeBIT Global Conferences program, accompanied
by displays of the first market-ready products in the "CeBIT life" exhibition
sector. This speaks for a new, billion-euro growth market for the IT industry,
which CeBIT – as the world’s biggest innovation showcase for the digital
industry – is eager to promote.

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Your contact for further information:
Gabriele Dörries
Tel.     +49 511 89-31014

Further press releases as well as images are available for downloading at

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