bauma: digitalisation of the business model with open innovation
The bauma Open Innovation platform transfers the business model of Messe München into the digital world of tomorrow. It is the most important component for the evolution from a trade fair organiser towards a digital service provider.
bauma, as one of the world’s biggest fairs, is the globally renowned trademark of the Messe München. Even though two new exhibition halls will be built this year and the waiting list – especially for bauma exhibitors – is particularly long, the Messe München is already thinking of its future direction.
bauma Open Innovation
Traditionally, trade fairs have first and foremost been an opportunity to meet existing and prospective customers and partners in person. However, trade fairs are often limited in time as well as regionally dispersed.
The newly-created bauma Open Innovation platform offers a solution which goes beyond the classical trade fair product and meets the needs of the exhibitors in a digitised world.
The online platform is useful also for customers – their experience and interaction with suppliers does not have to end after the trade fair visit. They can engage as experts in the projects at any time in order to develop solutions for a given industry or for a specific client.
Moreover, exhibitors are able to interact with customers and partners all year long and collectively solve challenges related to their innovation management. Individual people can take part in such processes, too, and have their patent rights protected. Thus, the bauma Open Innovation platform can be called a digital fair.
The role of the savvy company
The savvy company accompanied Messe München end to end with the implementation and roll-out of the Open Innovation platform. In addition, we were involved in the development of the corresponding business model by looking at trade fair visitors‘ needs in more detail.
This included the complete setup of the platform, the identification and the acquisition of potential project owners as well as operational support for the first innovation projects.
In order to get the organisation ready for the new methods, several workshops and customer meetings were conducted to familiarise the management as well as the employees of Messe München with the Open Innovation approach.