CloserStill Media Acquires Powering The Cloud (SNW Europe) Event
From Angel Business Communications
This is a Press Release edited by StorageNewsletter.com on April 14, 2014 at 3:07 pmCloserStill Media, an UK growing B2B events and media company, announced the acquisition of the specialist cloud event in Germany Powering the Cloud for an undisclosed sum.
Powering The cloud is sponsored and supported by the Storage Networking Industry Association Europe.
Powering the Cloud, acquired from publishing and events specialists Angel Business Communications Limited, serve the German-speaking cloud technology infrastructure and storage markets, combining a high level conference, wide-ranging hospitality and networking opportunities, and an exhibition.
Explaining CloserStill’s strategic interest, director Phil Nelson commented: “Germany is the biggest European IT market – representing almost a quarter of all IT spend. Most importantly the outlook for cloud computing is very positive as the arguments for flexibility and cost savings outweigh data and security issues. BITKOM and KPMG found adoption rates grew by 32% between 2012 and 2013 with further significant growth projected. According to Experton, cloud spend in Germany will increase by 50% in 2014 and continue to grow to represent an €18 billion market by 2017.“
As the market develops Powering the Cloud will evolve to best serve it. CloserStill’s event director, Thomas Standley also announced, “a multi-faceted investment programme that will include a revamped website, social media tools and a digital platform commensurate with Powering the Cloud’s status and the tech savvy community it serves; more independently programmed content, including a major focus on case studies; heavy investment in marketing and audience generation and a new customer service team to support the existing team who will be staying with the business“.
CloserStill announces Data Centre World Frankfurt
Simultaneous with the acquisition CloserStill Media also announced the launch of Data Centre World Frankfurt to run alongside Powering the Cloud at Messe Frankfurt. When Data Centre World ran in London in February 2014, alongside Cloud Expo Europe, the combined attendance was over 13,000 (pending a BPA audit), making it the best attended technology event of its kind in Europe. CloserStill said they expected the synergies between the events in Germany to result in similar successful audience growth.
According to chief executive Andy Center, “it is clear to everyone that the market for cloud is in commercial over-drive, powered by the geometric growth in demand due to a whole series of irreversible factors including the flexibility and savings now apparent to all. In Germany there was a more measured response to the initial hype surrounding cloud but what we now have is a real, sustainable pattern of growth.”
Angel MD, Bill Dunlop declared himself “delighted” that PTC had found a new owner “with the resources and ambition to match the scale of the opportunity who can turn PTC into a best-in-class international scale event. I would like to thank our friends at SNIA Europe for their huge help and pivotal role in developing and sustaining the events. I know that CloserStill also see their involvement as crucial and are keen to develop even closer ties.”
Powering the Cloud joins CloserStill’s technology division which includes Learning Technologies , a large e-learning event, the Cloud Expo Europe event in London, Data Centre World also in London and their sister event in Singapore.
This is the second European acquisition CloserStill Media has announced in the last twenty four hours and joins an international stable of more than twenty events. The business looks forward to having 17 of its events and people shortlisted for the upcoming Exhibition News 2014 awards.
Powering the Cloud runs from 28th to 29th October 2014 at Messe Frankfurt.
Comments
Price is not known but it's probably a good deal and at the right time for Bill Dunlop, MD of Angel Business Communications and organizer of Powering the Cloud, formerly SNW Europe (Computerworld was co-owner of the show - with SNIA - and wanted to keep this name).
The event, originally launched in Europe by StorageTek and acquired by SNIA and Computerworld, began as Eurostorage in Seville, Spain, in 2001 with 400 participants, then Cannes in 2002 (714) and 2003 (705). SNW Europe moves definitively in Frankfurt, Germany, growing slowly until 2009 and then the number of booths and visitors stabilize. Last figures were 62 exhibitors and 1,642 attendees last year.
In our opinion, the show needs essentially more European exposure and more spending in marketing outside Germany as it's essentially, and since several years, an US show for German people. But it's far to be sure as CloserStill Media is also organizing Cloud Expo Europe in London, UK (as well as Cloud Expo Asia in Singapore)
Federica Monsone from A3 Communications will continue as PR of the storage event.
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