MF_Insight_En_Screen (PDF) - Messe Frankfurt

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Digital networking
Where reality
sees digital
“The world’s biggest exhibition corporation with its own exhibition grounds,
employees worldwide: 1,725, sales in 2011: € 467.5 million.” The live video image
displays all manner of interesting “digital subtitles” relating to Messe Frankfurt.
Messe Frankfurt
3.4 km / 2.1 miles
4.7 km / 2.9 miles
Suburban railway 3 / 4 / 5 / 6 from Ostendstraße
to Messe Frankfurt
> 15 – 20 April Light & Building
> 24 – 25 April e-mail expo – search-expo – ux-expo
www.messefrankfurt.com
Alte Brücke (Old Bridge)
0.6 km / 0.4 miles
> First documented in 1222
> Oldest bridge on the lower part of the River Main
> Links “Hibbdebach” (Frankfurt side of the Main)
with “Dribbdebach” (Sachsenhausen side of the Main)
www.frankfurt.de
“The market for augmented reality is currently
very limited, accounting for a sales volume of a
mere 21 million US dollars in 2010. However, if
the market continues to develop as we are expecting,
this volume will exceed far more than three
billion US dollars by 2016.”
Smartphones with cameras, GPS and
Internet are all we need in order to
see things that are not actually there.
Modern technologies make it possible.
Even as a traditional trading platform,
Messe Frankfurt also offers its cus -
tom ers the added value of the online
world along with digital networking
opportunities.
Mark Beccue, Senior Analyst
ABI Research February 2011
“Augmented reality” is a technology that helps us
to see more by superimposing additional digital
information over a live view of a physical environment
– filmed with the camera in a mobile phone
and localised with the help of integrated GPS. The
user’s view is given an additional new dimension
as a result of different layers of information.
Even though it still remains to be seen whether
and in what areas of application augmented reality
will in future gain what degree of acceptance, the
technology nevertheless shows that the world can
no longer be viewed purely digitally or purely in
real world terms. Instead we are increasingly seeing
a combination of both. Therefore it is only logical
that over time a digital marketplace has become
established alongside the “real-world” exhibition
trading venue as a valuable complement in virtual
space.
◂ | View of the Frankfurt skyline
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