Interview with Natalya Vinogradova, the Securika Moscow Event Director
Natalya Vinogradova, Director of the Securika Moscow exhibition, answers the frequently asked questions
In the past months many spheres around the world suffered from the crisis, including the congress and exhibition activities. The preparation for the spring exhibition Securika Moscow 2021 is undergoing in nonstandard conditions. The exhibition organisers receive many questions on whether the exhibition will take place and about the format of the event.
WILL THE EXHIBITION TAKE PLACE IN 2021?
The Securika Moscow exhibition will take place during the planned period from 13 April to 16 April in the Crocus Expo exhibition centre, Pavilion 2. Since Crocus Expo is geographically located in the Moscow Region, when deciding on the conduction of the exhibition we refer to the Decree of the Moscow Region Governor Andrey Vorobyev (Decree No. 344-ПГ dated 23 July 2020) pursuant to which companies organising conferences (congresses) and exhibitions may resume their operations from 1 August 2020, provided that they comply with the requirements of the Standards for operation of such facilities. Speaking of the temporary ban on mass events in the Moscow Region, the term of the ban ends before the planned period of the exhibition. Currently there are no restrictions for the conduction of the exhibition on the planned dates. It is worth noting that we are constantly in contact with the representatives of the industry business community and specialists of this sector, we get expert feedback and clearly understand the problems and opportunities of the industry.
The security market has changed over the past six months. The pandemic created new demands, became a catalyst for the mass application of technological developments in the field of security, taking into account the new culture of public life. Participants of the recent Securika Moscow online discussion "Security market: current state, challenges and growth points" noted the transformation and change of technological priorities, and also expressed hope that at the upcoming spring Securika 2021 exhibition it will be possible to personally demonstrate the experience of solving new problems identified in the current conditions, and to sum up the results. Current topics that are currently of concern to the business community will be reflected in the events of the business program. In this regard, I suggest that industry experts consider visiting the Securika Moscow exhibition from April 13 to 16 at the Crocus Expo IEC. Pre-registration is already open on the exhibition website. Entrance ticket can be issued on the website at the link.
WILL INTERNATIONAL PARTICIPANTS JOIN THE EXHIBITION?
In spite of the harsh economic conditions and limitations imposed by the pandemic on the participation of foreign companies in international exhibitions, we expect the presence of foreign companies at the exhibition. The exhibition team and participants do everything they can to participate in Securika Moscow 2021. Russian representatives of companies will work at some of the booths. For those that have no representatives in Russia we are developing a hybrid participation format. Among international participants are: Dallmeier, Videotec, Dahua, ZKTeco, Assa Abloy, 2N, NSC, HID, Gotschlich, Securiton and many others. A third will take part in the exhibition for the first time. The interest of foreign participants in the exhibition did not weaken due to restrictions. During summer, we signed a contract with Dorcas, a Spanish manufacturer of electromechanical latches and door closers, and signed a contract with Mobiak, a Greek manufacturer of fire extinguishing systems.
WHAT RUSSIAN COMPANIES WILL PARTICIPATE IN THE EXHIBITION?
The event exposition has been preserved almost entirely. Participants intend to demonstrate equipment, technologies and solutions in just 2 years! Traditionally, a large number of Russian security market leaders have joined: Bolid, Argus-Spectrum, ARMO, SKYROS Corporation, LUIS+, Bevard, NPK Rubezh, Videoglaz, Pozhtekhnika, PERCo, SIGUR, Epotos, Granit-Salamandra, Modus-N, AAM Systems, ITV, ISS, Security Devices, Poliservice, DSSL, Pergamon, Torus, Vidos, Security Expert, Siberian Arsenal, Unitest, Escort Group, Ajax, C-Nord, Stealth, Hi-Tech Security, Realta, EMU, Tachyon, Teco, BAS-IP, Abloy, Erwist, Flamax and many others. At least 20 companies will take part in the exhibition for the first time – itfrog, Macrooptics, CITEL, microem, Akuvox, Yuzhpolimetall-Holding, Locator Technology, Okdesk, GoodLine. Many companies returned after a break in participation – Vozrozhdenie, Sistemservis, Trezor, Tile, SNIP-Autis, Powerconcept. The current list of participants has already been published on the exhibition website and is updated every week. Starting from January, we are planning to publish the Securika Moscow Digest where we will introduce all the visitors with the exhibition news, participants and, of course, with our rich business programme.
WHAT IS THE GENERAL DISPOSITION AMONG THE EXHIBITION VISITORS? HOW IS THE REGISTRATION FOR THE EVENT PROGRESSING?
The registration of visitors opened in early October, and we see a stable interest to the event among the industry specialists. Our registration data demonstrate that the industry needs the exhibition. Among the visitors having already registered 79% are the decision makers. More than 90% are visitors from Russia, we also see registrations from Belarus, Kazakhstan, Uzbekistan. If you look at the statistics specifically for Russia, you see that the Moscow Region is traditionally leading the list, we see many registrations from Saint Petersburg, Kaliningrad, Nizhny Novgorod, Yekaterinburg, Samara and Sverdlovsk Regions. We can also note active registration of new visitors. The Securika Moscow exhibition is traditionally attended by by end-users of security systems, telecommunications systems, information security, IT infrastructure and services, installers and integrators of security products and services. Representatives of the following companies have already been pre-registered: Energy Construction LLC, Glavgosexpertiza of Russia, PIK Group of Companies, Delovye Linii LLC, X5 Retail Group, Mosinzhproekt JSC, Moscow Metro State Unitary Enterprise, Russian Railways, Sheremetyevo Airport, Mosgortrans State Unitary Enterprise, ROSTELECOM PJSC, Roscosmos, Bashneft ANC PJSC, Severstal PJSC, KROK Incorporated CJSC, Renovation Fund and many others. We are particularly pleased that we get a lot of calls from visitors asking to hold the exhibition this year.
WHAT SAFETY MEASURES WILL BE USED AT THE EXHIBITION?
Hyve Group, the organiser of the Securika Moscow exhibition, got an extensive practical experience of conducting business events in the new realia during the autumn cycle of exhibitions and may guarantee full compliance with the Rospotrebnadzor and UFI safety recommendations. Exhibitions are a special type of events, where, unlike in mass events, using engineering services, technological solutions and a strict schedule it is possible to control the number of visitors on the site, to observe epidemiological safety and to predict attendance. Online registration of visitors is used at Securika Moscow, which allows to issue tickets without contact – the tickets can be printed immediately after the registration. Thus, during the event registered visitors will enter the exhibition halls directly without the need to fill in paper questionnaires and bypassing the registration stands. At the entrances to the exhibition complex, we will measure body temperature using remote thermometers. One will be able to enter the exhibition in a mask and gloves only. Means of individual protection will be available for purchase at the registration stands. All participants and visitors of the exhibition and events on the site may use sanitisers at any time for free. Besides, the exhibition area will be cleaned with higher frequency.
WHAT WILL BE THE POST-PANDEMIC EXHIBITION MARKET LIKE? IS IT POSSIBLE THAT THE BUSINESS ACTIVITY WILL GO ONLINE?
I believe that 2021 will also test the industry. After conducting the autumn block of exhibitions, even during the hardest peak period of the pandemic, we received results we are not ashamed of sharing. Our analysts noted an increased visitor density, the quality indicators of the audience improved as well – we saw a larger share of target visitors, a larger share of decision makers. All this speaks of the positive business climate, even amidst the strict limitations. This trend will continue to develop in 2021 as the normal course of things is being reinstated. I believe we have all had enough of online during this past year and understand its strengths and weaknesses. A face-to-face contact has always been and will always remain the most significant factor of sustainable development. By the way, a recent research by the Global Association of the Exhibition Industry showed that the absence of offline exhibitions had a negative impact on the business and contact development of at least 50% of the companies, 90% of the companies noted a lack of professional conferences in their work, and 9 out of 10 respondents noted that virtual exhibitions did not have the same effect on the resolution of business issues as is usually achieved during classic offline events. I am sure that face-to-face meetings at Securika Moscow 2021 will allow to discuss current crisis and anti-crisis issues of the industry in a safe environment, to get a clear understanding of the current market situation and market opportunities, to find optimal corporate solutions and to get a boost of confidence during these hard times.
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