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A Large Train Station in Hall 6

"The time and effort were worth it," summarized Katja Meyer, Marketing Director CEEMEA at the security specialist Sophos regarding the exhibition in 2015.

10 Nov. 2015

"In the past year the IT security sector at CeBIT carried out a positive change in direction that paid off in a very successful, sustainable trade show appearance."

100,000 companies safeguard their networks with antivirus and encryption products from Sophos – including Pixar, Xerox, Ford, Avis, and Toshiba as well as the football club TSG Hoffenheim. In Germany Sophos operates from Karlsruhe; the headquarters are located in Boston and Oxford. "Our flagship Sophos UTM was the key to customer interest at our CeBIT exhibit in 2015. In addition, we presented our new developments in endpoint and network security," says Katja Meyer. The merging of various IT security solutions into one management solution was also a focus of the exhibition.

To attract as many visitors to its CeBIT stand as possible, Sophos focused on a mix of its own communication measures and services provided by Deutsche Messe Interactive. The "Honeytrain" was a major attraction. "The key point of the model train was to simulate a railway control system with real-time consequences during a hacker attack," explains Meyer. "Our purpose was to demonstrate increasingly aggressive attacks by cyber criminals using a critical infrastructure as an example." Meyer continues, "The Honeytrain project turned out to be an amazing visitor attraction. It brought us a great deal of media attention and the effects have been long term. The stampede of visitors to our stand exceeded all our expectations." According to Meyer, the exhibition not only paid off in terms of leads and discussions with prospective customers, but also through meetings with partners which were carried out "at a very high level."

The fact that well-known competitors such as Kaspersky, Trend Micro, ESET, DELL, Palo Alto and EgoSecure were nearby in Hall 6 did not bother Sophos. On the contrary, according to Marketing Director Meyer, more IT security manufacturers should come to CeBIT "to make sure that the information provided to visitors is as complete as possible."

"CeBIT will also be the highlight of the first six months of the coming year for us," anticipates Katja Meyer. "We are focusing on the trade show – in terms of awareness and new business of course – but also as a platform to foster our relationship with existing customers and a place to talk to our partners."

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