The Hannover Fair, which takes place this week in Hannover, Germany, is reputed to be the world’s largest industrial trade show. But due to the rapid pace of technology developments and changing market demands, beginning in 2018 the annual expo will have somewhat different focus.
According to officials at Deutsche Messe, the show’s organizer, IoT and Industry 4.0 are increasingly blurring the lines between the various sectors of industry, while innovation cycles continue to get shorter. These are trends that manufacturers around the world cannot afford to ignore and, as a result, the Hannover Fair is adapting to this new reality.
Up to now, power transmission (including mechanical, electromechanical and electrical systems) and fluid-power technologies have been featured at the fair on a biennial basis, while the industrial-automation segment takes place annually. “But the marketplace has changed,” said Deutsche Messe Managing Board member Jochen Köckler. “In the digital age, new products are reaching the market stage much more quickly, with the result that companies want to showcase them at shorter intervals. That’s why we’ve decided to feature transmission and fluid-power technologies annually from 2018 on,” he explained.
As of next year, the Fair’s annual Industrial Automation (IA) fair will merge with the biennial Motion, Drive & Automation (MDA) event. The new, combined flagship tradeshow will be called Integrated Automation, Motion & Drives (IAMD) and will feature a full range of industrial automation, power transmission and fluid-power components and systems.
“From a technology standpoint, the Industrial Automation and MDA shows have been converging for a number of years,” Köckler remarked. “This merger reflects the reality of today’s market environment, which increasingly favors cross-sector and cross-platform solutions as well as digitally integrated products. It also further bolsters Hannover Messe’s position as the world’s number-one Industry 4.0 tradeshow.” That’s because it will showcase a complete range of IoT offerings: everything from smart components to cloud-based data management, not just the individual building blocks, he added.
The merger was driven by requests from leading companies and major industry associations. Power-transmission and fluid-power systems play a key role in machine performance, commented Christian Kienzle, chairman of the Fluid Power Association within VDMA (the German Engineering Federation) and CEO of the Argo-Hytos Group. “With digitalization, these systems have now also become important data sources. Two years are an eternity in the age of digitalization. That’s why it’s important that we have the opportunity to put our latest solutions in front of customers without undue delay,” he added.
“With digitalization, these systems have now also become important data sources. Two years are an eternity in the age of digitalization. That’s why it’s important that we have the opportunity to put our latest solutions in front of customers without undue delay,” he added.
“The automation industry’s sensor, control and networking products and systems are the ‘enablers’ of the fourth industrial revolution. And by bringing them together with electronic and mechanical drive systems under the Integrated Automation, Motion & Drives umbrella, Deutsche Messe has created a flagship fair that covers the entire factory shop floor and shows how it can be integrated into the Industry 4.0 environment,” remarked Gunther Kegel, the head of German industry association ZVEI’s measurement technology and process automation division and Managing Director of Pepperl + Fuchs.
The new IAMD show will comprise everything from pneumatic and hydraulic components to bearings, gears, motors, linear technology and sealing systems. It will also include robotics, industrial IT, and production and automation systems. “We do expect the new IAMD to increase business prospects for exhibitors because the annual cycle better suits their innovation/product development cycles,” said Hannover Messe spokesman Brock McCormack.
Another advantage for IAMD exhibitors and visitors will be the show’s co-location with the CeMAT, which features mobile machines such as truck-mounted cranes, forklift trucks and driverless transport systems — a key target market for power transmission and fluid-power technology.
Deutsche Messe plans to roll out the IAMD brand to key markets around the globe. This will open up further opportunities for companies wishing to export to emerging and fast-growing economies with an enhanced need for automation, such as China. Deutsche Messe also organizes IA/MDA events at IMTS in cooperation with AMT in the U.S. and has similar events in Canada, China and Turkey.
Deutsche Messe AG