* Korean-English translation service will be provided during the session.

      * Program is changeable without prior notice under certain circumstances.

How should the Exhibition Industry move on to the next step?

Mr. Mark Cochrane
Regional Manager of UFI Asia/Pacific office (Hongkong, China)

Futurologists say that the development of technologies, including artificial intelligence (AI), augmented reality and virtual reality (AR & VR), Internet of Things (IoT), and so on, will bring about innovative changes. It is said that unprecedented transformation at a more rapid pace is expected in all aspects of diversity, society, the economy, and culture.

What are we supposed to do in such a situation?

In which way could we maintain the values of exhibition industries and further achieve sustained growth?

Seek the solutions in the Asia Exhibition Forum as the speakers of the event will share their insights and opinions on ways to improve the values of exhibition industries and strategies for sustained growth.

Digital Transformation in the Exhibition Industry

Mr. Jeehyun Kim
Senior Vice President, Marketing Business Dept. of SK Planet (Korea)

The Fourth Industrial Revolution brings with it a paradigm in which the boundaries between different industries are breaking down due to the evolution of IT technologies such as IoT, big data, and AI. Thus, digital innovation has become a challenge for various industries and corporations.

Since the 2000s, computers and smart phones have given rise to a new digital industry structure. In the future, IoT tools,
such as robots, AI speakers, and AR/VR headsets, will converge with existing off-line–based smokestack industries to bring about even more innovative structural changes.

Amidst these changes, exhibitions that introduce the latest paradigms in each industry are also using digital technologies to communicate with visitors, and the Digital Transformation* that provides more interactive information is in full swing.
IT trend expert Jeehyun Kim, the Senior Vice President in Marketing Business at SK Planet, will share with you his views on how digital technologies can be integrated into the exhibition industry and how they are bringing innovation to various industries.

     * Digital Transformation : A business strategy that fundamentally transforms a company’s strategy, process,
        business model, cultural communication, and system into a digital one.

50 Years of CES: From the Consumer Electronics Show to the Global Stage for Innovation & CES Asia

Mr. Brian Moon
Vice President, International Sales of Consumer Technology Association (USA)

 

CES is the global stage for innovation.
From global brands to innovative startups, companies big and small from all industries come to CES to introduce the latest innovation to the global market.

In the presentation, Mr. Moon will share how CES has transformed the past 50 years to become the largest technology and business event in the world, and highlight its newest event, CES Asia.

Experience is the new black

Mr. Peter Fulcher-Meredith
Director of Communication & Strategy at FreemanXP (Singapore)

According to a recent survey of senior marketing professionals conducted by leading global brand experience agency Freeman, both B-to-B and consumer audiences seek more personalised interactions with brands.

90% of these marketers confirmed that brand experiences deliver measurably stronger face-to-face interactions and more compelling brand engagements than traditional mediums.

Yet, even though Asia marketers are leading the world in the use of game changing, experiential technologies like VR, AR and less than 20% of PCOs and event planners believe in the power of experience. According to Freeman event planners need to be more inventive and proactive to take advantage of this opportunity.

In his session, Experience is the new black, Peter Fulcher-Meredith, Director of Communication and Strategy Freeman XP Singapore will share the findings and present fresh insights that prove it’s not the taking part in the show, but the experience that counts.

Exhibition launch in Asia

Mr. Richard Ireland
Managing Director of Clarion Events Asia(Singapore)

Launching new exhibitions is one of the most challenging activities for organizers. As a result many of the global organizers focus on organic show growth and acquisition for growth.

In the presentation, Mr. Richard Ireland will discuss launch methodology, the data and development process, innovative new (and old) ways to launch, the role of partners and examples of successful and not so successful launches. It will show that while event entrepreneurs are the lifeblood of the exhibition industry for launch, other stakeholders can also participate and champion the launch process..

Create New Opportunities from Re-Branding

Mr. James Kim
Deputy General Manager of Start-up Support Center at Hyundai Card (Korea)

Opened in 1913, the Songjeong Station Market is a 100-year-old traditional market. However, with the emergence of large-scale supermarkets since the 2000s, there has been a constant decline in the average number of visitors to less than 200 per day.

In April 2016, the entire space of the market was redesigned and opened under a new brand, “Gwangju 1913 Songjeong Station Market,“ through the Market Revitalization Project by Hyundai Card. The market has now become a hot spot attracting almost 4,000 visitors.

In this session, the speaker is going to share new branding strategies for a traditional market based on the key value of “change not to replace but o conserve,“ as well as cases of the Market Revitalization Project wherein the authentic tradition and values of traditional markets are preserved while strengthening their competitiveness.

Business Model Change and Expansion in Smart Connected World

Dr. Kyoung Jun Lee
Professor of Management at Kyung Hee University(Korea)

In a smart connected world, manufacturing is undergoing servitization, finance is becoming mobile, and retail is losing market due to e-commerce and shared economy.

Retail is responding with artificial intelligence and automation, changing into exhibition business model, and combining with entertainment. How will the exhibition business connect smartly with customers and make money?

How are customers in the exhibition industry changing? This talk discusses the issues with cases and technological trends.