Photokina reflects ‘changing market’

This year’s event will reflect ‘an intensely changing market environment’, according to the organisers of the European trade show that’s been running for the past 70 years.

“Trade fairs are always reflections of the market, and markets change,” acknowledges Oliver Frese, CEO of Koelnmesse, the Cologne venue in which Photokina is held. “Many other trade fair formats, which have been successful over many years, are now facing the challenge of having to change in order to address the new needs of their target groups. Trade fairs require continuous adjustment or sometimes even a new edition, in order that they can address the needs of the market and of customers.”

He adds that: “As the leading trade fair for the image, Photokina must keep up with dramatically changing needs and provide an international platform for new themes, growth areas and formats. At the same time, we face the challenge of harmonising a quite heterogeneous group of stakeholders and their different event interests.”

Based on the status of exhibitor applications and forecasts, the footprint of the show is due to differ from the previous event in 2018. This year it will be held across halls 3.1, 3.2, 4.1, 4.2 and 5.2.

While mainstays including Canon, Sony, Panasonic and Sigma have been confirmed as attending, the show has been hit by Olympus, Leica, Nikon and most recently Fujifilm dropping out. However organisers note that the enjoyment of the image continues unabated, or is even increasing; which they acknowledge seems like something of a contradiction.

“Although the market figures sometimes allow us to forget it, we are experiencing an absolute golden age of photography at present,” believes Kai Hillebrandt, Chairman of the Board of the Photographic Industry Association. “Never have more photos been taken, never have so many people been photographers, and never have more people given thought to how they can better stage photos than today.”

He therefore thinks that: “we are not entering into anywhere near enough dialogue with customers and are not adequately managing to activate step-up users. Camera and accessories manufacturers need to find ways to utilise the gigantic potential of the photography boom. Services revolving around photography – photo printing suppliers, for example – are experiencing possibilities we didn’t dare dream of ten years ago.”

Photokina is scheduled for May 27th through to the 30th this year. Trade visitors will want to make a note, however, of the Imaging Innovation Conference taking place on May 26th, the day before it opens, which will provide a chance to discuss the state of the industry and come up with inspirational strategies.

“In more closely approaching Photokina, the new Imaging Innovation Conference addresses trade visitors who want to get the most out of their trip to Cologne with innovative and disruptive topics, as well as top speakers,” promises Koelnmesse’s Vice President Christoph Werner. ”In combination with a visit to Photokina, a holistic picture of the state of the industry is created that will inspire the attendees for their own actions and business strategies.”

The conference takes place in the Crystal Hall in Congress Centre East of Koelnmesse. The day will close with a networking dinner in the Cologne Rheinterassen. www.photokina.com