Blogger: Mark Cochrane, UFI Regional Manger Asia-Pacific Office
2015 ended with an important announcement. Throughout the year, there had been plenty of discussion about digital disruption in the exhibition industry, but it all seemed somewhat theoretical.
Then in December, UBM Asia and Alibaba.com announced that the companies would begin to cooperate in 2016 effectively linking the world’s largest digital marketplace operator with one of the largest commercial exhibition organisers in Asia.
It is now quite clear that the exhibition industry truly is on the precipice of an era of change – and the forces of change are primarily tech-driven.
Alibaba and UBM Asia could take this partnership in a variety of directions:
1. Alibaba could enable UBM to market its portfolio of events to Alibaba’s database of millions and millions of businesses – opening up a whole new world of potential exhibitors and visitors.
2. Alibaba might provide UBM with insight and analysis from the millions of searches that run through its platform to guide UBM to better target hot product categories or launch new events that address emerging buying trends in a particular industry.*
3. Then there is the promise of facilitating transactions. That may still be some way down the road, but it is certainly not an unattainable dream.
In 2016, the Asian exhibition industry does indeed appear poised to enter an exciting era of change and the 11th UFI Open Seminar in Asia is focused on that change. When we meet in Chiang Mai next month, our theme for the seminar will be “Digital Disruption” and we have invited an exciting line-up of industry leaders who will take in-depth look at the digital tools and trends shaping the events of the future.
I strongly encourage you to take a moment to review the full programme and register today to take advantage of the Early Bird Rate which soon expires. The two-day seminar will be held on 25th – 26th February, but we also have a Sustainable Development Meeting on 24th February as well as an Association Committee meeting, a meeting of the Asia/Pacific Chapter, post-seminar tours, golfing and plenty of networking opportunities.
We look forward to seeing you next month in Chiang Mai!
This article was originally published on the UFI Live Blog: www.ufilive.org
