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Keynote speeches at tools 2014: Experts hold papers on web-based business solutions


• Four keynote speeches and a panel discussion are the highlights of the tools conference programme
• Panel on ‘Social business, mobile workplace & digital natives: What tools do companies need and what ROI do they deliver?'
• New expo and conference debuts on 7 and 8 May 2014 at Berlin ExpoCenter City

Berlin, 28 April 2014 - Web-based business solutions and their significance for the digital economy are the main topics of tools, a new expo and conference format being held in Berlin on 7 and 8 May. The four keynote speakers have now been confirmed: these are a popular international marketing professor, a 19 year-old ‘digital native' management consultant, the manager of a global IT corporation and the founder of a company specialising in web-based business applications. The panel discussion on ‘Social business, mobile workplace & digital natives: What tools do companies need and what ROI value do they deliver?' also promises to be a lively event.

New business models for marketing and IT using tools

The first paper will be delivered directly after the opening ceremony. Univ.-Prof. Dr. Anton Meyer, Ordinarius for Business Studies and Marketing at Ludwig-Maximilians-Universität München will be talking about ‘New dimensions - how the Internet and web-based tools are revolutionising marketing' (7 May, 10.15 a.m., tools FORUM). In his paper, the renowned marketing expert will outline the new logics and self-image of marketing, both from a general viewpoint and using examples, and will describe approaches to finding solutions for co-creation processes between customers, marketing and IT. His argument is that "development of the internet and digitisation as well as of the accompanying networking and mobility have had a decisive effect on the expectations of the new generation of customers and their consumer behaviour. This has resulted in new added-value logics and business models for marketing and IT. Both are becoming central, primary added-value functions which have to be closely meshed with one another."

The second speaker, Dr. Heiner Genzken, Business Development Manager of Intel GmbH will be talking about ‘Trends and opportunities in the digitised business world' (7 May, 2:00 p.m. tools FORUM). The topics he will be discussing include the concept of a Smart Factory, i. e. a central application scenario in the digital economy where intelligent products and processes communicate with their surroundings. According to Dr. Genzken: "The internet of things is swiftly growing, huge volumes of data are being produced and cloud services have become an integral part of the business world.

How can Big Data be put to optimum use? How can the infrastructure continue to offer maximum security and interoperability while remaining versatile enough to respond to rapidly changing resource demands? Intel supports companies by providing technology, software and tools with the aim of giving them a distinct competitive edge in the digital business world." Intel, the world's leading semiconductor innovation company, is represented in its own ‘Brand World' at tools, together with various partners.

What are digital natives and what do they want?

‘Virtual working environments - achieving a leading edge with cloud business software' is the topic of the first keynote speech to be held on 8 May (12 noon, tools FORUM). According to Dr. Jörg Haas, founder and CEO of Scopevisio AG: "Companies need real-time data if they are to always make the right decisions. Digital customer files, financial surveys, open items: cloud company software gives them a transparent overview at all times." Scopevisio AG is developing a new generation of business software provided exclusively from a cloud. At tools, Scopevisio AG will be presenting its applications from the fields of Enterprise Resource Planning (settlement, projects, eCommerce, finances), Customer Relationship Management and Document Management Systems.

The fourth keynote speaker at tools is the 19 year-old young entrepreneur and digital native, Philip Riederle (8 May, 1:30 p.m., tools FORUM). "Who we are and what we want" is the title both of the book he published last year and of the paper he will be holding at tools. After graduating from high school, Mr. Riederle founded phipz media ug as a management consultant: "My personal motivation is to mediate between the generations" he says. "As a 'digital native' and one of the first podcasters in Germany, I know exactly what drives Generation Y - and why everyone else is so puzzled: because nowadays relevant practical knowledge is (primarily) no longer passed on from the older to the younger generation, but at best the other way round."

Philip Riederle will also be inviting visitors to a final panel discussion (2 p.m., tools FORUM) on his - somewhat provocative - theories. Here, Svenja Teichmann, CEO crowdmedia, will host a high-class panel of experts. The panel members are Prof. Dr. Alexander Rossmann from Reutlingen University, Martin Meyer-Gossner, founder and CEO of The Strategy Web GmbH, Christian Roth, Director of Client Platform Marketing Intel GmbH and Philip Riederle. The topic of discussion is ‘Social business, mobile workplace & digital natives: What tools do companies need and what ROI value do they deliver?'.

Along with keynote speeches and a panel discussion, the tools conference programme will also include 29 Success Stories and 40 ‘Power Testing Workshops'. At the 'Success Stories' users will be presenting their web-based tools along with their reference customers and giving decision-makers an insight into the practical uses and success of these products. At the 'Power Testing Workshops' companies will have an opportunity to offer line managers a demo version of their processing tools for testing and to demonstrate their practical expertise. The workshops will be taking place from 10 a.m. to 6.30 p.m. on both days of the event.

Candidates will have 20 minutes to present their 'Success Stories' and the 'Power Testing Workshops' will take 30 minutes. Both conference formats will be taking place in Hall 18 on the Berlin Exhibition Grounds. 66 companies will be exhibiting at tools. Besides specialist providers Cloudera, Netstock and Scopevisio other companies will include Fujitsu, Intel, and SAP. For T-Systems Multimedia Solutions, who will also be attending, the market for web-based applications is an important part of its business. Hall 18 on the Berlin Exhibition Grounds will also feature numerous startups who will be exhibiting their innovative products and solutions.

At tools the language is Digital Business instead of IT

tools is the event for divisional heads and decision-makers in the digital industry. The expo & conference presents web-based business applications and will be held as part of the Berlin Web Week at Berlin Expo Center City on 7 and 08 May 2014. Taking as its slogan 'Build your digital Business' the event provides an in-depth and practical look at the prospects for digital solutions in business and corporate divisions of enterprises. The five individual business areas (HR & Collaboration, Finance & Controlling, Marketing & Sales, Operations & Supply Chain and Enabling Technologies & IT) are colour-coded, clearly distinguishing them and enabling visitors to tools to quickly find their way around tools provides company decision-makers and executives from the above corporate divisions of enterprises with a platform for practical tests, information, advanced training and optimum opportunities for benchmarking and networking, to enable them to find the right tools for optimising their business processes.

Thus, by enabling them to showcase their latest products and technologies, tools offers providers of web-based solutions an ideal platform to secure successful business with line of business (LoB) managers, an increasingly important target audience. tools is organised by Messe Berlin GmbH. Bundesverband Digitale Wirtschaft (BVDW) is the exclusive strategic partner and technical sponsor of tools.

Related Exhibition:
tools 2014
Event for web-based business applications for digitising business processes
5/7/2014 - 5/8/2014
Venue: Berlin ExpoCenter City, Berlin, Germany

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