Dr Won Pyo Hong, Global CEO of Samsung SDS, recently travelled to Cologne, Germany, with other top managers from Korea to see Koelnmesse’s new digital signage system. A total of 49 displays of different formats totalling over 200 m² were installed in the north section alone, providing visitors with information on current trade fairs. The information system includes mobile columns, combining navigation, infotainment and advertising.
The digital signage provides information on events, weather, traffic and railway connections, animations, hall maps and more. In addition, digital space in the entrance area, along the boulevard or at the hall entrances will be marketed as advertising media. The signage is controlled by software that combines algorithm-based routing with visitor information and advertising on a display area, according to previously defined rules, making it possible to display information both simultaneously and in sequence on a single display.
Samsung selected Koelnmesse as its exclusive partner for the development of trade fair systems in March 2018. Teams in Germany and Korea initially focused on installing interactive routing technology tailored to various event formats, from trade fairs and conventions to special events. The coming months will see further development of the software and the installation of more digital signage throughout the exhibition site, with other products will follow.
Digital transformation is a high priority for Koelnmesse as a basis for new business models, the company said. It plans to invest over €50 million (about $58.1 million) in digitalisation by 2022.
