Dental Tribune South African Edition

5InternationalDental Tribune South African Edition - February 2015 Dental Tribune International With registrations in early January already surpassing those for the 2013 show, a record number of dental companies will be at the next edition of the International Dental Show (IDS). Over 125,000 dental professionals are also expected at the world’s largest dental showcase, which will be held in Cologne in Germany in about two months’ time. Dental Tribune Online had the opportunity to speak with Chief Operating Officer Katharina C. Hamma about the challenges that come with organising such a large event and what new offerings visitors can look forward to this year. Dental Tribune Online: According to the latest figures released by the Association of German Dental Manufacturers, the domestic market for dental products and services has exhibited very strong development over the last two years. Would you consider this to be the main reason for the ongoing growth of IDS? Katharina C. Hamma: The prospects for the International Dental Show 2015 are excellent once again and in March, Cologne will become the global meeting point for the international dental industry. We are expecting more than 2,150 companies from 56 countries at the world's biggest trade fair for dentistry and dental technology―a new exhibitor record for IDS. Of course, the strong German domestic market, all sectors of which are traditionally completely covered at IDS, makes a large contribution towards the success of the industry's leading trade fair. Thus, the current growth recorded by the International Dental Show is attributable to the participations from abroad. In 2015, the share of international exhibitors is 70 per cent, which means a significant increase has been achieved compared to the previous event. Which countries do they come from? The international scope and the breadth and depth of products and services on offer at IDS are unique on a worldwide scale. This is underlined by the ongoing success story of IDS, to which a new chapter is added every two years. At this point it looks like more foreign companies than ever will be attending the show. Here in Cologne, they can reach customers from all over the globe, while visitors can learn about the latest Interview: Another record outcome for IDS innovations from dental manufacturers from Europe, North and South America, the Middle East and Asia Pacific. After Germany, the countries with the largest share of exhibitors are the US, South Korea, China, France, Switzerland, Taiwan, Turkey, Israel and the UK. Overall, there will be 16 joint booths at IDS, which are being organised in collaboration with public or private export promotion organisations and associations. With regard to visitors, approximately 50 per cent came from outside Germany in 2013. Overall, we saw people attending from 149 countries. In addition to large contingents from the key markets in Europe (France, Italy and the UK), our growth was driven by increasing participation by dental professionals from Eastern Europe, particularly from the Balkans. Attendance by those from North and South America also increased significantly. Most new visitors are mainly from the Middle East and East Asia, however. Connecting existing technologies will be a main focus at IDS. What challenges does this development pose in terms of infrastructure and logistics? That is right. Every two years, the IDS is a technical and logistic challenge, which we always master with exceptional success together with the GFDI, thanks to our experience and capabilities. Numerous exhibitors carry out elaborate live demonstrations at their stands or present state-of-the-art devices and equipment. Correspondingly, the technical equipment available in the exhibition halls of IDS has to be both flexible and compatible. In addition to the stand construction, we provide our exhibitors with a sophisticated, technical infrastructure, such as for example PC systems, audiovisual media, the appropriate electronics or lighting and sound technology that is adapted to their requirements. An elaborate exhibition stand also involves the companies carrying out correspondingly intensive construction activities. Here, apart from supplying the necessary technical equipment, we provide our customers with the additional support of the trained and flexible service staff of our service provider. What other fields of dentistry will be prominent at IDS? Once again, the whole spectrum of the dental industry, including all leading providers, will be represented. This ranges from products and services for dental practices to laboratory equipment, infection control, maintenance and services. The overall concept of IDS will remain unchanged with Dealers’ Day on Tuesday, 10 March, and the Speakers’ Corner in Hall 4.1. The Generation Lounge for students and young dentists is also back and is being organised by the Federal Association of Dental Alumni in Germany (Bundesverband der zahnmedizinischen Alumni in Deutschland). New to IDS are Career Day and the Know-How Tours. These are supplemented by the professional offering from the German Dental Association and the Association of German Dental Technicians’ Guilds (Verband Deutscher Zahntechniker-Innungen). With Career Day, you are seeking to appeal to young dentists. Is this age group becoming increasingly important? IDS is a meeting point for dentists and dental technicians, as well as representatives of the industry, and research and development. As a result, we have professionals of all ages visiting the show. By professionals coming together and sharing experiences, young dentists may benefit from the knowledge of the older generation. Just like in other industries, it is the new generation that is going to shape the future of our field. In this manner, we are supporting them in their professional development. For the first time, IDS will also be offering the Know-How Tours. Who is the target audience for this? This novelty at IDS 2015 is intended to allow visitors, particularly those from outside Europe, to visit two representative dental practices in Cologne on three nights during the show. There, they will have the opportunity to exchange knowledge with fellow colleagues and experience innovations and technologies already standard in German dentistry for use in their own practice. Rates for hotel rooms have risen again this year. How have you responded to this? We have a special service for visitors and exhibitors seeking accommodation. In order to be able to offer the best possible rates, Koelnmesse has partnered with 120 hotels in Cologne and surrounding areas. In total, 90,000 beds have been made available and can be booked through the IDS homepage. For IDS, however, it is always recommended that visitors plan and book hotel rooms very early on. Cologne also boasts a very large commuting area within the Rhein-Ruhr zone. Public transport connections are excellent, so visitors who have booked a hotel outside of Cologne can still reach the fairground within a reasonable period. This way, one has more flexibility with regard to pricing. Those who would prefer to stay in Cologne should plan ahead to ensure that they can secure their accommodation of choice. How does the growth of IDS compare to that of other Koelnmesse events? It is fair to say that Koelnmesse is the number one trade show location for many industries. It also remains one of the largest organisers of trade shows worldwide. A clear advantage is our modern venue, which is located right in the heart of the Rhein-Ruhr economic zone. It is also only a stone’s throw from the Cologne city centre and, therefore, can be reached by public transport in a short period. Overall, we organise over 80 exhibitions, conferences and guest events for many different industries. Twenty-five of these events are among the leading trade shows in the world and, therefore, their scope is highly international. These are shows for interior design, food, and interactive games and entertainment, for example. A leading trade show for the dental industry, IDS is an important cornerstone of our growing exhibition portfolio. It is also a consistent growth engine, which means that Koelnmesse is able to achieve growth in all of its events and to generate positive economic effects for the whole region. Thank you very much for this interview. DT Katharina C. Hamma, Chief Operating Officer

Dental Tribune South African Edition

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