An interview with Klaus Dittrich, Managing Director of Messe München GmbH
An interview with Klaus Dittrich, Managing Director of Messe München GmbH
Keywords: Interviews, Messe München,Productronica
Plate 1Klaus Dittrich
Klaus Dittrich (Plate 1) is the new managing director of Messe München,and he took over from Dr Ensslin, who retired at the end of January 2003.Circuit World asked him for his views on the show, and its place in the global market place.
CW: Herr Dittrich, this year will see the 15th Productronica, which means that you held the first show 30 years back. What have been the most dramatic changes that have been seen in that time?
KD: The new trade fair centre that we opened in 1998 – one of the most advanced trade fair facilities worldwide – was a big push for Productronica. We could thereby offer space to all companies who were interested, and the range of products and applications, which Productronica displayed, grew considerably.
CW: Productronica has a unique reputation. As the MD of a global organisation that arranges trade fairs right around the world in the electronics industry sector, how do you see the strategic importance of Productronica being maintained in the next 6 years?
KD: It will be crucial to continue to adapt the show to the electronics industry's needs. The structure of the show is under constant review. We introduce new sectors, or split up sectors whenever this is necessary in order to maintain transparency. Our goal is to offer exhibitors and visitors a show that covers the whole range of electronics production, which at the same time is very well structured, and target group oriented. Visitors and exhibitors benefit from the advantages of clearly defined sectors, and at the same time enjoy the luxury of being able to get an overview of the electronics manufacturing market. On the other hand, the function of trade shows in general has changed in the last few years; currently they are not only a platform to present new products, but communication, knowledge transfer and PR have become more and more important.
CW: Productronica has always prided itself on being a truly international show, with visitors from all over the world. But, in your perception, has the centre of that world now moved?
KD: We do not think the centre has moved although the industry has seen a lot of changes. Asia and China have become strong partners in the global electronics industry. Productronica in Munich is still the No. 1 show for electronics manufacturing. It is the place where companies present innovations and trends, where they come to gather information and to foster their network within the community.
CW: With the shift of major EMS companies to the low-cost areas,notably China, how can Productronica maintain its validity being located in München and held every 2 years?
KD: There is no need to have the major show, and production facilities, at the same geographical location. Productronica in Munich has been established as the world-leading event for a long time, and this has not been affected by the development of electronics manufacturing facilities in new regions. The 2-year cycle of the fair is consistent with the industry's needs and has proved successful.
CW: Looking specifically at the PCB industry, what plans do you have to introduce a ''Productronica'' type trade show in the Far East?
KD: In March 2004 we will hold the first Productronica China. We started with electronicaChina in 2002. This fair displayed electronic components and electronics manufacturing, and it become obvious that there is a need for a show that focuses on electronics manufacturing. So we set up ProductronicaChina. It will be held together with electronicaChina.
CW: Given that IPC have joined with the HKPCA for a joint show later this year in Gunagzhou, and the annual JPCA, TPCA and CPCA shows in their respective countries, is this sector not already a little oversubscribed?
KD: Looking at PCB shows, definitely yes. There are many national interests. PCB is one of the topics that ProductronicaChina covers, however, in contrast to the other PCB shows mentioned, its range is broader and it presents the whole production process. This makes ProductronicaChina unique.
CW: Is it your view that the days of the provincial, product specific,electronics show are numbered, and that a larger regional show is required? IPC are bringing APEX together with their own Expo next year for the first time, is that the trend?
KD: I would not say so. This is a decision IPC has made. We do not see this as a trend in the trade show industry.
CW: Looking at the diversity of Productronica, which covers the disciplines of microelectronics, surface mount technology, soldering technology,test and measurement, product finishing, semiconductor manufacturing, materials processing for PCBs, component manufacturing, cable processing, etc., is there not a danger, however, of becoming a little too big?
Or is size strength?
KD: Size is strength in the sense of a wide range of products,applications and companies that take part in the show. That makes it an international platform of information and communication and, very importantly,of networking within the industry. In addition to that, a fair of this size attracts media from all over the world, which is another benefit for exhibitors.
There is one prerequisite to make a show of this size the unique event the industry needs and this is an extremely well developed structure. Productronica's sectors are clearly defined and target group oriented, and this makes the show transparent and visitors find their way easily to the companies and information they look for.
CW: Do you yet have any indications on how Productronica 2003 will compare to 2001?
Are there more exhibitors, or less?Do you anticipate more visitors, or less?If more, from which regions of the world?
KD: Productronica reflects the current situation in the industry with regard to the number of exhibitors. The market has shrunk considerably and went through a period of consolidation; the crucial point, however, is the presence of the market leaders and not the total number of exhibitors. As the key players of the electronics manufacturing industry will take part in the show, we are in a very favourable position.
Looking at the figures, we expect to have around 1,500 exhibitors and additionally represented companies in 11 halls and 45,000 visitors. In 2001 we had 1,800 exhibitors and additionally represented companies and 47,000 visitors. Looking at the current market situation we are very happy about these figures.
One highlight is the MicroSystemsTechnology segment, which presents the latest developments and solutions with an exhibition, user forum, and live demonstrations: microsystems in all their breadth and depth.
Productronica 2003 is divided into segments in a way that is oriented towards the production process and the needs of the market. The individual segments are:manufacturing technologies for PCBs and other circuit carriers, materials processing, production logistics and material-flow technology, components manufacturing, technologies in cable processing, semiconductor manufacturing,microsystem technology, component mount technology, soldering, product finishing, testing and measurement, quality assurance, general operation aids,production sub-systems, raw materials, and services.
CW: Taking into account the pressures that companies who supply the PCB industry have been under for the last 2 years, what would you say them that would help them to entertain the high costs of participation at Productronica?
KD: Productronica is definitely worth the money. It is the shop window of global electronics production, and for that industry it is quite the best platform for information, communication, networking and successful business contacts.
CW: Herr Dittrich, thank you very much.
