When the 9th M-Days opens its doors in Frankfurt am Main on 13 and 14 May, the companies taking part present their latest innovations for the five core areas of the mobile business: strategy, commerce, enterprise, marketing and media. These presentations will be supplemented by more than 160 speakers in a variety of panel discussions, keynote lectures, talks and workshops. For the first time, the high-grade M-Days Congress is an integral part of the trade fair. “The new concept of a trade fair with integrated congress will permit an intensive exchange of ideas and opinions between exhibitors and visitors in this innovative market”, explains Iris Jeglitza-Moshage, Member of the Board of Management, Messe Frankfurt Exhibition. “Communication with each other is essential to find solutions to genuine problems and to develop mobile innovations in line with the needs of the market.”
M-Days reflects all facets of the mobile business
Nowadays, no sector can afford to ignore the internet and the mobile business. The ‘Internet of Things (IoT)’ will be omnipresent in the near future and then, according to Alex Green, Senior Director Information Technology of London-based IHS Technology, be superseded by the ‘Internet of Everything (IoE)’, which includes not only connected devices as in the Internet of Things but also non-connected electronic devices, such as street lamps or even mouse traps, which automatically send a message as soon as they are triggered. Non-electronic devices can be integrated into the Internet of Everything network with the aid of a code or tag. “In the future, everyday devices will communicate completely independently and thus have the potential to optimise business processes. In my keynote lecture at the Enterprise Hub on the first day of the fair, I will present numerous examples of how the Internet of Everything will affect both the private and business spheres”, says Alex Green.
The general public is familiar with the Internet of Things through the increasing spread of ‘wearables’, such as data spectacles or networked wristbands. These small and portable computers record fitness activities and transmit them wirelessly to smartphones. M‑Days visitors can see and try a large variety of these gadgets in the Mobile Monday (MoMo) Lounge (Stand no. D47A+B)
Mobile – a success story from Africa
Africa can boast a completely different mobile success story to that of app-driven Europe – and this story will be presented for the first time in Germany by three speakers appearing exclusively at M-Days. In their panel discussion on the first day of the fair (Mobile Strategy Hub, 16.30 hrs, 13 May), mobile experts Raymond Buckle and Candice Goodman from South Africa and Jessica Colaço from Kenya will talk about ‘Africa’s disruptive mobile story’, the regional differences in the individual African countries and examples of some of the companies in the business. In view of the large distances to be covered and, therefore, the difficulty of getting to, for example, banks or hospitals, enterprise applications are already playing a bigger role in Africa than in Europe. Additionally, many companies are making big investments in mobile marketing because it enables them to reach consumers more effectively.
Special area on mobile security
M-Days takes up the subject of IT and mobile security at the ‘Mobile Security Section – M-Sec’ special area. There, a variety of exhibitors offer visitors specific solutions, advice and test versions. Additionally, lectures, discussions and product presentations on the subject will be held in the immediate vicinity of the Mobile Enterprise Lecture Forum and the exhibition stands of trade-association such as BITKOM.
Kelly Robertson, Director of WhiteHat Security Inc. from the USA, is amazed by the trust many people have in their smartphones and apps. “We must understand that everything is happening much faster today than we realised from the history of the internet. The internet has a long tradition of solving security problems when the catastrophe has already occurred”, says Kelly Robertson putting the problem in a nutshell. “Today, the efforts of sales personnel to launch their products onto the market as soon as possible, a variety of implementation standards and the great trust transferred from other suppliers leave room for major weaknesses”, adds security expert Robertson who will go into greater depth about the subject in his lecture entitled ‘Keeping secrets in the vast Internet of Things’ on the Enterprise Stage at 13.30 hrs on the second day of the fair.
In addition to special providers Tekit Consult Bonn GmbH and Hanover-based mediaTest digital GmbH, Sirrix AG (stand no. C27) is also represented at the M-Sec special area. “Since the NSA affair at the latest, the mobile business cannot avoid the subject of mobile security, and this is what prompted us to take part in M‑Days”, explains Markus Bernhammer, CSO of Sirrix AG, who is looking forward to the two-day event. “When it comes to mobile security, the highest security standards for sensitive corporate data must be practical and in line with business requirements. We consider that M-Days will give us a good opportunity to inform visitors about our innovative and secure smart-phone solutions.”
Exhibitors present mobile payment and commerce solutions and the corporate digital lifecycle
A wide variety of innovative applications, especially for the retail trade, can be seen on the individual exhibition stands. According to a study by comScore published in March 2014, over 27 percent of German smartphone owners make regular use of retail apps. Thus, in the ranking of e-commerce apps, retail-trade applications take first place ahead of programs for auctions, classified ads and bank accounts. At the SAP stand (D04), visitors can try out a mobile-payment solution on an intelligent vending machine. Additionally, the Walldorf-based company shows how extensive customer analyses can be conducted using mPayment, mLoyalty and couponing solutions – the result is that companies know today what the consumer is likely to buy tomorrow.
PayPal (stand no. B24) is also presenting a number of innovations at M-Days. For example, ‘Check-in with PayPal’ is a solution for mobile payment and already in use in a pilot project in Berlin. Using the PayPal app, clients can go shopping or dine in restaurants without the need for cash. Payment validation is by photo or entering a code. This technology can also be tested on a snack vending machine at the PayPal stand. Also to be seen is a solution from the field of in-TV payment. Thus, PayPal is expanding the omni-channel trade to include smart TV and Hybrid Broadcast Broadband TV (HbbTV).
At the IBM stand (D41), visitors can discover a company’s mobile success story. Big TouchScope monitors are used to show solutions and application examples from the fields of, e.g., app lifecycle, mobile device management, mobile security and customer experience. Using Tealeaf, it is already possible to follow an individual’s customer journey in real time whereby it is unimportant whether the customer uses a PC, a mobile device or an app to enter the shop. Thus, Tealeaf makes it possible to identify problems within a transaction and solve them quickly and in a customer-friendly way through co-browsing.
Mobile for small to medium-sized companies
To help small to medium-sized companies find their way around the mobile jungle and enter the mobile age, Germany’s Federal Ministry for Economic Affairs and Energy (Bundesministerium für Wirtschaft und Energie – BMWi) has launched an initiative entitled ‘Mittelstand-Digital – digital technology for small to medium-sized companies’ with an ‘E-competence Network’ of 38 e-business pilots and the ‘E‑Standards’ and ‘Usability’ promotional initiatives. At M-Days, there will be 68 exhibitors, projects and a two-day congress programme at the ‘Mittelstand-Digital’ area of the BMWi. This activity is supported by Brigitte Zypries, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy, who will be taking part in M-Days personally. She will also take part in the ‘Security and Credibility’ panel discussion at 15.00 hrs on the second day of the fair.
Orientation with the M-Days Navigator app
For all M-Days visitors and exhibitors, Messe Frankfurt’s Navigator app is an excellent source of information and an invaluable orientation aid. Moreover, it was chosen for the ‘Digital Excellence Award’ during the Social Media Summit in Washington D.C., USA, at the end of March 2014. In addition to the exhibitor and product search engine, it has a news channel and a hall plan including an overview of the entire Exhibition Centre. Thanks to GPS, the user can see his or her own position at a glance. Moreover, using the ‘My People’ function, it is possible to create a network of friends, colleagues, exhibitors and customers with whom the user wants to keep in touch with during an event.
Events and awards ceremonies at M-Days
The Mobile Media Night at the close of the first day of the fair is already an M-Days institution. Then, all ‘mobilistas’ meet to relax and do some networking at ‘Depot 1899’ in Frankfurt’s Sachsenhausen district. The ‘Best of Mobile Awards’ will be presented during this year’s event. In cooperation with the Haymarket publishing company, Messe Frankfurt presents awards for the best apps, websites, services and campaigns, which would not have been possible without mobile technology. All winners of the individual categories also have the chance to present their project at one of the five Hubs during M-Days. But that’s not all: the best apps will once again be chosen for the ‘Show your App Award. The winning apps are selected by a jury of experts and online consumer voting. The awards will be presented at M-Days.
To promote networking within networked sectors, visitors can also attend events by MedienMittwoch, BVDW Do Mobile! and the Podium of the Frankfurt School of Finance & Management on the first day of M-Days. And, to ensure that the vital W-LAN and power networks can cope, Messe Frankfurt will make its wireless capacity available to trade visitors free of change while the Gruner + Jahr Electricity Bar will provide the necessary electricity supply for mobile users at M-Days.
Linking digital content: Email-Expo to be held concurrently
The fifth Email-Expo, Trade Fair and Congress for Data Driven Marketing, will be held concurrently with M-Days 2014. As an established meeting place for the sector, the congress offers relevant input on the subjects of marketing automation, CRM, lead generation, content marketing and associated disciplines.