Reference Deutsche Messe

Cloud-based solution for Digital Trade Fair

More about the project

To Experience HANNOVER MESSE Digitally

HANNOVER MESSE is considered the largest and most important industrial trade fair in the world. After it had to be cancelled last year due to a pandemic, like most trade fair events, Deutsche Messe AG decided to hold HANNOVER MESSE 2021 for the first time as a purely digital event. To enable visitors – more than 200,000 from all over the world – to experience the fair digitally in record time, Deutsche Messe AG brought Telekom MMS on board, which supported the production, delivery and transmission of the live and on-demand streams of the conference program and the exhibitor presentation, and developed and provided the necessary infrastructure.

Reference Summary

Task

Development of an infrastructure for the production, delivery and transmission of live and on-demand video streams

Solution

Cloud-based, scalable streaming server solution - connected via a content delivery network

achievement

Result

HANNOVER MESSE as Digital Edition with live streaming of the main stages and bookable streaming slots for exhibitors

Icon / Quote
We wanted to do everything we could to make HANNOVER MESSE happen again this year. Thanks to Telekom MMS, we managed to offer a top-class online event with live and on-demand video streaming with the Digital Edition. The response to the digital HANNOVER MESSE from exhibitors and visitors alike has exceeded our expectations. Simon Görbing, Project Manager Web + Mobile Communication, Deutsche Messe AG

Customer Benefit

  • Ensure high reliability and maximum performance user satisfaction and smooth procedures on the fair

  • Live and on-demand streaming increased reach, increased interaction and new target groups

  • The digital event prevented another cancellation of HANNOVER MESSE

Requirements

Requirements

HANNOVER MESSE as Digital Event

Deutsche Messe AG organizes the annual HANNOVER MESSE. After last year's cancellation due to the pandemic, Deutsche Messe AG pulled out all the stops to allow the trade fair to take place virtually this year. In order to enable international exhibitors as well as visitors to attend and visit the fair, the presentations on the main stages of the exhibition grounds were to be broadcast live and via video stream.

Furthermore, exhibitors should be able to book streaming slots in order to present their trade fair presence digitally. The recordings were also to remain available afterwards. What was needed was a scalable server infrastructure that could cope with the expected rush of visitors and manage 30 parallel streams and more than 1,200 live events in one week. Spontaneous changes and event bookings had to be possible, as well as worldwide transmission via the Internet. Deutsche Messe AG brought Telekom MMS on board to meet this challenge.

Solution

Cloud-Based, Scalable Infrastructure Ensures Performant Streaming

Telekom MMS relied on cloud-based streaming servers that are scalable depending on the workload. The servers are connected by a content delivery network to ensure optimal data throughput even during large load peaks.

Furthermore, an asynchronous key exchange was set up between Telekom MMS and Deutsche Messe to avoid lengthy, time-consuming data imports. Existing content management systems and websites were also integrated into the system. In this way, live streams could be created and played out in parallel and edited for later on-demand retrieval. The video player interface, which is visible to visitors, was individually adapted to the design and content specifications of Deutsche Messe. The developed solution also offers the possibility to provide documentation for exhibitors and CMS developers as well as to generate access statistics. Monitoring of the platform was also provided.

Before, during and after HANNOVER MESSE, a team of experts from Telekom MMS provided direct on-site support for the trade fair organizer, maintained close contact with HANNOVER MESSE's first-level support, and was also on hand spontaneously to process recordings and statistics. From consulting during the planning phase, to developing the server infrastructure, to operating and hosting the solution, Telekom MMS was in demand here as a full-service provider.

Benfit

Higher Coverage and New Target Groups

In 2021, HANNOVER MESSE was held as a Digital Edition for the first time since it was founded in 1947. A cancellation of the trade fair like in 2020 could thus be avoided. The streaming solution from Telekom MMS played a major role in this and helped ensure that the entire trade fair program could be followed via the Internet. The conference and exhibitor streams were viewed a total of around 140,000 times. Interaction also increased: 1,500 experts discussed within the conference program.

With the right concept, Telekom MMS ensured that the videos played were of a consistently high quality, that the servers were fail-safe, and thus that the performance of the live and on-demand streaming was maximized. The organizers, exhibitors and visitors were all satisfied. With the Digital Edition test and use case, Deutsche Messe was also able to explore the concrete benefits of digital formats.

In some cases, it was possible to reach completely new exhibitors and visitors than would have been the case at a purely presence-based trade show. On-demand recordings provide additional added value. With the insights and experience gained in 2021, Deutsche Messe intends to bring together the best of the digital and physical worlds in the future to create a holistic hybrid trade fair experience for its customers. At the same time, the trade fair organizer hopes to increase the reach and relevance of its trade fairs many times over in this way.

About DEUTSCHE MESSE AG

Deutsche Messe AG, headquartered in Hanover, is one of the world's leading organizers of capital goods trade fairs in Germany and abroad and one of the five largest German trade fair companies. Deutsche Messe AG organizes HANNOVER MESSE, the world's leading trade fair for industrial technologies. For the first time in its 73-year history, the trade fair did not take place in 2020, and in 2021 for the first time as a Digital Edition - with more than 1,800 exhibitors*. Around 7,000 products and 400 research projects were presented in video and live streams. In the future, HANNOVER MESSE is planned to be hybrid on-site and with digital formats.

Do you have any questions?

Dr. Cornelia Mossal

Corporate Communication

+49 351-28 20-0
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