2010-07 - Korea IT Times

Event Preview
Exhibition Prime Time –
Web 2.0 Korea Electronics Show
KES - Makeover
The value of a buyer at an exhibition is
similar to that of the export value of two
mid-sized cars. The costs a buyer incurs as
hotel fees, service fees and transportation
fees are approximate in value to that of an
export. The government of cities such as
Las Vegas, Berlin and Barcelona provide
free public transportation and adjust concert
dates of orchestras during exhibitions
in hopes of creating a close relationship
with the buyers.
The Korea Electronics Show, which
boasts a 40 year history, had a major makeover
last year. With the implementation of
the internet and entering of large department
stores, the Korea Electronics Show
(www.gokea.org) went through troublesome
times, trying to figure out its place in
the market place alongside other companies
and exhibitions. Last year, the Korea
Electronics Show implemented a value
chain centered approach and has so far received
much of the spotlight from clients
and buyers from both in and out of the
country who are waiting for chance to participate.
Web 2.0 and
the Korea Electronics Show
The recent iPhone trend can be explained
as the result of a social phenomena.
The iPhone has started a new, large
scale "long tail" ecosystem that selects its
target by solving the social problems between
people. An exhibition is a marketplace
that represents numerous interests.
The marketplace must not only be able to
provide goods at minimal costs but also be
able to provide current trends and insights
about future investments to research developers
and CEOs. In addition, an exhibition
must also provide future directions
and goals of businesses to policy developers.
Last year, the Korea Electronics Show
had a makeover from a vertical concept of
a "Trade Show" to a horizontal concept of
a "Value Chain" which exhibits research
and development, design, production and
circulation. Instead of focusing on the
product itself, the exhibition concentrates
on design, research and development, content
and circulation by dividing up the exhibition
halls by different themes. In addition,
by introducing next generation computing,
digital broadcasting and 3D technology
the Korea Electronics Show has
seen great success.
Creation of Large Ecosystems
Last year, the Korea Electronics Show
hosted an exhibition under the slogan of
"The future of Korea has always started
with Korea Electronics Show (KES)." The
exhibition introduced themes of 3D expo
and Green Tech and thus opened new
horizons. The 3D movie Avatar became a
great hit that can be matched by the smartphone.
The Korea Electronics Show had
already introduced this technology a year
ago at its exhibition as Skylife broadcasted
28 KOREA IT TIMES | July 2010