CONTENTSwww.exhibition-world.net Issue 8 | 20113 UFI - The Global Association of the Exhibition Industry promotes, represents and serves the interests of the world's leading show organisers, fairground owners and operators, major national and inter national associations of the exhibition industry and industry partners. As a non-political and non-profi t organisation, UFI's main goal is to serve the exhibition industry worldwide and to emphasise its unique marketing characteristics for the development of world trade. Present on six continents, in 83 countries, UFI is a unique and neutral forum for dialogue dedicated to all professionals involved in the trade fair business. Serving the exhibition industry since 1925, UFI applies its professional experience and renown to providing its members and the industry with the extensive know-how required to meet the challenges of ever-changing needs.Being a member of UFI is a proof of quality and international recognition. Over 4,500 trade fairs and exhibitions are organised by its members. More than 700 of these are international exhibitions, app roved by UFI, based upon strict and exacting quality criteria, assuring excellent services for the benefi t of exhibitors and visitors.President: Eric EverardUFI Managing Director:Paul Woodward UFI Communications Manager: Lili Eigl 17 rue Louise Michel92300 Levallois-Perret FranceTel: +33 (0)1 4639 7500Fax: +33 (0)1 4639 7501Email: info@ufi .orgWebsite: www.ufi .orgUFI Asia/Pacifi c Regional Offi ce:1101 Wilson House, 19-27 Wyndham Street, Central, Hong Kong, ChinaTel: (852) 2525 6129Fax: (852) 2525 6171Email: asia@ufi .orgUFI Middle East/Africa Regional Offi ceInternational Fair Grounds6th Ring Road, Mishref, KuwaitTel: (965) 2538 2542Fax: (965) 2539 6316Email: mea@ufi .orgThe opinions and views expressed in Exhibition World do not necessarily refl ect UFI policy or position.30  THE BIG INTERVIEWChairman and CEO of Reed Exhibitions, Mike Rusbridge98  TRADE FAREThe lighter side of exhibitionsSHOWS AND EVENTS23  PRODUCT LIFECYCLEVNU Media on keeping your product portfolio healthy60  SHOW PROFILEEW conducts a recce of Clarion's DSEi defence show70  ASSOCIATION WATCHAmerica's SISO80  BORDER CROSSINGEasyfairs' secret to success89  EVENT PREVIEW IAEE's Expo! Expo! in VegasVENUES AND DESTINATIONS42  COUNTRY PROFILEThe benefi t Spain's venues could bring to its export trade58  VENUE WATCHRussia's Ekaterinburg-Expo 64  CITY PROFILE: BANGKOKThailand's capital bids to become the hub of ASEAN 77  CITY PROFILE: DUBLINIreland prepares for the international crowdNEWS AND VIEWS05  WELCOME06  CORPORATE NEWS10  WORLD NEWS13  M&A14  ANALYSIS18  PERFECT CAPITALISMINDUSTRY REPORTS20  VALUING YOUR BUSINESS What is your show worth?38  LEARNING CURVEJochen Witt swaps a show guide for a shopping trolley 55  SHOW SUPPORTThe changing world of exhibition technology72  WHITE PAPERUFI's Delphi Study tackles the future of exhibitions85  BUSINESS DRIVERS A battle is forming in the exhibition freight businessPEOPLE17  UFI FOCUSUFI MD Paul Woodward on preparing for a coming storm27  HEAD-TO-HEADWhen is it right to call your show international?42SPAIN: FERIA HYSTERIAIN THIS ISSUE

THE MORE INTENSE THE EXPERIENCETHE MORE PRECIOUS THE MEMORYWhere you see it, is how you see it. Here you see everything at its most beautiful, your experience is intense. Whether it's a gala diner, a party, an exhibition, a presentation, an awards ceremony or a convention, our enormous ballroom with spellbinding LED lighting will make it an unforgettable experience. With our panoramic views and delicious catering, the RAI Elicium also adds unprecedented allure and elegance to all your meetings and trainings. Sustainability comes first! For example our hypermodern renewable energy system stores excess heat and cold in the floors for later use. Amsterdam RAI Convention Centre | raimarketing@rai.nl | +31 20 549 17 22 | www.rai.nlI'd love to give you a tour at www.rai-elicium.nl