MDA - a global visitor magnet HANNOVER MESSE 2009, 20 to 24 April

13.01.2009: * Trade fair for Motion, Drive & Automation (MDA) under HANNOVER MESSE umbrella helps rev up mechanical and plant engineering industry in 2009 As industrial markets become progressively globalized, there is an indispensable need for

   * Trade fair for Motion, Drive & Automation (MDA) under HANNOVER MESSE umbrella helps rev up mechanical and plant engineering industry in 2009

As industrial markets become progressively globalized, there is an indispensable need for companies to inform their customers around the world about the latest innovations, system refinements and services. Trade exhibitions like HANNOVER MESSE - attracting potential customers from Germany and all over the world -take on an increasingly critical role here. And the organizers, Deutsche Messe, are also busy building bridges to all the key global growth markets for the benefit of machine and plant manufacturers everywhere.

"The leading trade fair for Motion, Drive & Automation will be booked solid as expected, featuring over 1,300 participating exhibitors," reports Manfred Kutzinski, Project Manager at Deutsche Messe. This year a total of 13 trade fairs staged under the umbrella of HANNOVER MESSE (20 to 24 April 2009) will ensure a fascinating forum guaranteed to draw representatives from domestic and international industry to Hannover, capital of the German state of Lower Saxony.

"Exhibitors were particularly positive about our decision to offer a comprehensive presentation of wind turbines in Hall 27," says Kutzinski, adding that on the one hand, renewable sources of energy were extremely future-oriented and that on the other, all big-name suppliers for the wind energy sector would be appearing at the show.

MDA and Wind form tight mesh

"In this constellation the 'MDA' and 'Wind' shows supplement each other perfectly, and both will be drawing a big international audience to Germany," explains Kutzinski, adding that MDA exhibitors viewed HANNOVER MESSE as a platform for promising business relationships.

The entire automation sector will convene in Hannover to present its offerings to a world audience - in halls 14, 15, 19-25 and 27 - while in halls 19 to 23, visitors will be treated to a veritable "who's who" of the hydraulics and pneumatics industry. Nowhere else in the world can visi­tors see so many fluid power trendsetters with such a diverse range of applications.

Hall 23 will house the water hydraulics sector. Here, visitors can find out first-hand about ecologically friendly water hydraulics and the current range of applications for this technology.

In Hall 22 mobile robots and autonomous systems providers will demonstrate the progress being made in control systems in conjunction with computer-based drive technology.

Mechanical and electric drive technology will be concentrated in the Motion, Drive & Automation trade fair in halls 24, 25 and 27. Numerous trendsetters in mechanical, electrical and also pneumatic drive technology will be on hand to exhibit in halls 14 and 15. The exhibition sectors of Factory Automation and Digital Factory will mesh with the drive technology themes covered by MDA in Hall 17, concentrating on the area of integrated production: the focus here is on solutions approaches for vertical-market applications.

According to Kutzinski:
"In 2009 the entire power transmission and fluid power industry is going to be viewed through the prism of 'Energy Efficiency in Industrial Processes'." In other words: energy conservation will not be the sole province of the "Energy" trade fair at HANNOVER MESSE 2009, but also a topic for the drive and control systems sector, which is increasingly being called on to develop energy-conserving systems. "In Hannover next year, we will see that power transmission and fluid technology have both done their homework," predicts Manfred Kutzinski.

International scope equals core competence

"The international scope of the event is what makes MDA so interesting," declares Hartmut Rauen, Managing Director of the power transmission and fluid power sector of the German Engineering Federation (VDMA), adding that he had been taking advantage of the opportunities presented by globalization for the benefit of his member companies for years, successively building up the requisite network.

"Together with Deutsche Messe we are using this approach to develop valuable business platforms that can benefit industry everywhere," concludes Rauen. Examples of such platforms include PTC ASIA, which ran in Shanghai in October 2008 as well as MDA India, which had its successful second run in Bangalore in December 2008. For 2010 the MDA Middle East tradeshow is scheduled to run in Dubai/United Arab Emirates from 19 to 21 January.

Targeted use of marketing budgets

With the non-commercial backing of VDMA, the organizers at Deutsche Messe want to use all of these international power transmission and drive technology tradeshows to document their appreciation of the need for internationalization.

"We sense and are apprised by many exhibitors of the need to establish a worldwide network of trading partners and suppliers," states Kutzinski, adding that the goal was to transport the basic concept of Motion, Drive & Automation to the world's growth regions, where machine and plant equipment manufacturers stood to benefit greatly. Rauen adds: "Against the backdrop of this expansive internationalization of MDA, exhibitors are now in a position to make highly targeted use of their marketing budgets."

This approach underscores the brand-aware approach of Deutsche Messe, which supports its MDA flagship show in Hannover through an auxiliary series of special events designed to explore and publicize the latest technology trends. "This is our way of guaranteeing that visitors to HANNOVER MESSE can react to new developments in all the different industries and markets and be able to discover new opportunities for value creation in time," reports Kutzinski.

These supporting events include the "Condition Monitoring Systems" special display (CMS), dedicated to monitoring the condition of machines and equipment. Staged biennially like MDA, CMS is located in Hall 24 at the center of MDA, which occupies halls 19, 20, 21, 23, 24, 25 and 27.

While exhibitors at the last two CMS special displays drew a respectable 20,000 visitors both times, the organizers expect this figure to be eclipsed in 2009. A key indication of this, according to Peter-Michael Synek, Project Manager at VDMA and co-organizer of CMS, is that "longer running times for machines and equipment and the related total costs of ownership are key issues for cost-conscious production structures all over the world. To achieve optimum results, integrated early warning systems - for example, condition monitoring systems - are indispensable."

In Hall 24 a series of specialist enterprises occupying 1,000 square meters of display space will demonstrate that this is indeed the case. In addition, presentations on topics like CM application examples will be delivered at the associated MDA Forum on all days of the show.

Hybrid drive concepts represented for first time

A new first at MDA involves the "eMotive" special display in Hall 24. Hybrid drive technology, as now energetically promoted by all car, and to a certain, commercial vehicle manufacturers, represent a future market which also extends to mobile machines. All of this puts drive technology in the vanguard of industrial innovation. As Rauen comments:

 "The corresponding suppliers are aware of their pioneering role and are eager to document the necessity of knowledge transfer mechanisms to establish innovative, energy-efficient solutions in the mass-production vehicle sector as quickly as possible." Whereas the special display is still strongly geared to the automotive sector, alternative drive concepts are already poised to make future inroads in the sphere of mobile machines.

Energy efficiency is a key topic in all 13 trade fairs staged under the HANNOVER MESSE umbrella. A special "Energy Efficiency in Industrial Processes" display located in Hall 6, for example, will serve as a first port of call and information source for interested visitors. And the international Clean Moves Forum in Hall 13 involving renewable energy topics is intended as a supplement to the eMotive special display.

Energy-efficient mobility solutions will be highlighted at the "Get Smart Mobility Technology First" display. And the five-day "Clean Moves Expo" conference and forum in Hall 27 will feature discussions by big-name experts on topics like synthetic fuels, alternative drive technologies, rail transport and battery and storage technologies.

Kutzinski concludes:
"With more than 1,300 exhibitors, MDA is among the leading draws at HANNOVER MESSE." Particularly against the backdrop of economic trends in the coming year, a visit to the world's biggest international tradeshow is a must. Especially during a week when everything revolves around HANNOVER MESSE and its MDA flagship show.

- Brigitte Mahnken-Brandhorst -


13.01.2009 / MaP

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