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Digital Public Administration

Bundesdruckerei: Limited Access – Full Stand

"Authorized access only!" With a private stand design the Bundesdruckerei made a surprising appearance at CeBIT 2015. The security provider used the concept to attract its new target group: private enterprise.

06 Oct. 2015

The Bundesdruckerei stand at CeBIT 2015 contained a complete model company with a welcome area, offices, production spaces and a cafeteria. The 420 square meter area was even secured behind a fence. Only registered visitors were able to open the doors to the model plant, operate the copying machine, start the production process after successfully completing an e-learning module, or pay for something in the cafeteria with their visitor ID card.

A private exhibition stand – isn't that a contradiction in terms? Not for the Bundesdruckerei. The unusual stand concept demonstrated to visitors the importance of secure identification before they even entered. Bundesdruckerei GmbH sees itself as a provider of complete security solutions for the analog and digital worlds, including software and hardware. They call their new concept "Full ID | Governance".

The Bundesdruckerei has transformed itself from a company providing passes, ID cards, bank notes and stamps to a provider of complete security solutions for the analog and digital worlds. With its Full ID portfolio it is focusing on private enterprise – and using CeBIT to do it.

The company addressed the public at CeBIT with a mix of channels and approaches. Mailing campaigns, social media posts, press releases, info on the website and advertisements all played a role. The large cubes at the exhibition site and their own shuttle bus carried the promise: "With the Full ID | Governance solution kit we support German SMEs in their transformation to digital." This includes secure solutions for electronic communication, data processing and management, and consulting services for information security, products, processes, and infrastructure.

Among other things the Bundesdruckerei showcased "Go ID" at CeBIT – an intelligent ID document with a fingerprint sensor and display. "Trust me" technology is intended for Android smartphones and tablets: Several virtual smartphones can be installed and used at the same time on one device. That way, according to the provider, employees only need a single mobile phone. The solution is "secure, easy to use and data protection compliant."

Access to the booth was strictly controlled. However, despite this - or maybe because of it - the company's stand at CeBIT was very popular. The company was very pleased with the quality of visitors and the leads. Nevertheless, it doesn't plan to simply repeat the concept next year. In 2016, according to the plan, the doors will be thrown open to CeBIT visitors.

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