Issue link: https://viewer.e-digitaleditions.com/i/131975
Q&A Question Jackie Taranto, managing director of Hannover Fairs Australia, the organiser of CeBIT, speaks with Liani Solari about the business of technology. time Image: Brand Australia Q You launched CeBIT Australia in 2002. What sets it apart from other technology shows? A Our focus at CeBIT is entirely on business-to-business technology, the new developments that improve productivity, efficiency and outcomes. Most trade shows around the world do not take a holistic approach to the products and services they showcase. CeBIT is not about technology for technology's sake. We create an integrated approach that connects industries with new ways of doing things, whether it's in the resources sector, transport and logistics, retail or financial services. We also produce seven concurrent conferences at the event. By incorporating decision-makers from every sector, CeBIT provides a comprehensive overview of the technologies that will make business more efficient, profitable and competitive. Q The global IT bubble had burst when you were approached by German exhibition organiser Deutsche Messe to set up CeBIT in Australia. How did you know you could make it work? A As part of the biggest technology trade fair group in the world, CeBIT Australia had a strong support network behind it. Rather than simply broadcasting the vendors' messages, which most of the other trade shows were doing, we engaged with the business community and state and federal governments. We developed a whole framework for showcasing ICT (information and communications technology) and demonstrating its productivity, which has a positive impact on the economy. Q How interrelated are geography and technology? A In countries like Australia technologies overcome the tyranny of distance. The business tools that have emerged over the past 20 years have had a huge impact in regional Australia, and the rollout of the NBN (National Broadband Network) looks like continuing that trend. In recent years, comprehensive national mapping, location, imagery and spatial data has created huge opportunities. Geospatial technology, which is progressing by leaps and bounds in regional and urban organisations, plays a fundamental role in the operations that 78 support our communities – everything from effective land management and natural resources monitoring to urban planning and infrastructure management. Q As an influential businesswoman, what advice do you have for women aspiring to reach the top of their industry? A It sounds trite, but there is no substitute for hard work and persistence. Whether you're male or female, my advice is to find something you enjoy that is worthwhile and apply yourself. Get on with it. Being in the right place at the right time helps, but following through on your commitments is absolutely fundamental. Building networks is vital, too. Having a strong network of business contacts across a range of disciplines and interests is enormously important. Learning how to build these relationships is a critical skill. Q And the country to watch in terms of technology research and development? A Brazil. As the largest and fastest developing IT market in Latin America, and one of the largest economies in the world, Brazil is strengthening its position in technology research and development. It is continually pushing the boundaries in renewable energy research and development and is a world leader in terms of clean energy technologies. CeBIT Australia 2013 is held at Darling Harbour, Sydney, from May 28 to 30. For more information about the conference, exhibition and networking events visit www.cebit.com.au. "There is no substitute for hard work and persistence … find something you enjoy that is worthwhile and apply yourself."