Skip to content

SPS 2021: CSO interview with Martin Schwarz

Martin Schwarz, CSO KEBA Industrial Automation, in an interview on the SPS trade fair 2021: Highlights, status preparations, and results flash survey among customers

How important is the SPS trade fair in Nuremberg for KEBA? Has it changed after all this time without in-person trade fairs?

Schwarz: The SPS continues to be the most important trade fair in the industry. Because they are going back to an in-person event this year, it is a very important platform for KEBA. Firstly, because we have so many highlights to present, and secondly because it is important to resume personal contact with our customers. While KEBA did attend a number of virtual events in the meantime, we have learned that nothing can replace real personal conversations.

 

How is the preparation for the SPS 2021 coming along? 

Schwarz: Our project team started preparing for the trade fair really early. We are currently working on a concept, but we have our plan B in the drawer just in case the SPS cannot be held as an in-person event after all. 

In preparation for the trade fair, we also did a quick survey among our customers to find out about their expectations for the trade fair. 

The most important results were: 68% of respondents rated the importance of the trade fair for them personally as “important” or “very important” on a scale from 0-10. The majority of respondents (56%) indicated that they generally prefer in-person trade fairs only. 25% of those surveyed would be okay with a mixed event (so-called hybrid trade fair). 

It's All About Listening.
And Understanding.

KEBA’s highlights at the SPS

What highlights does KEBA plan to focus on at this year’s trade fair?

Schwarz: We want to highlight three essential facts about KEBA and illustrate them with concrete examples. 

Number one: KEBA is a full-liner, making us the perfect partner for companies who are looking for depth and breadth in technology and automation. 

Number two, we have extensive experience in the industry, such as the plastics or the robotics industries. Number three, we will show off our strength in finding solutions together with customers through customization projects. 

We will focus on connectivity, energy efficiency, and digitization. In terms of digitization, our concrete examples are the solutions for vibration monitoring and sensorless condition monitoring of entire drive trains – based on our Kemro X platform and suitable for all applications. 

With regard to energy efficiency, we will show a number of examples, such as active power supply units, the efficient motion behavior of our robotics systems, etc. For connectivity, we will emphasize the standardization of our interface portfolio with a focus on OPC-UA and the associated information models – the goal is to enable our customers to “plug & produce.”

KEBA’s motto for this year’s trade fair is „It’s All About Listening. And Understanding“. What is the message?

Schwarz: Especially in today’s world with its fast communication formats, rapidly changing markets, products, and corporate strategies, being a good listener is becoming even more important. Only by listening carefully can we understand what our business partners really want. Only those who listen and understand will be able to translate the requirements into unique, tailor-made solutions.

What are you personally looking forward to at the SPS?

Schwarz: I have been part of the KEBA Sales team for a long time, and I really look forward to interacting live with people at the SPS and to feeling the beat of the industry. Online formats are great, but they just don’t compare to a real in-person trade fair. We will use our presence at the trade fair to gauge the mood of the industry, to understand how the industry is doing – according to our motto „It’s All About Listening. And Understanding“.

It's All About Listening.
And Understanding.

KEBA’s highlights at the SPS

Subscribe Today

Subscribe today to see how we’re making the impossible possible by solving some of the industry’s most complex problems.

Subscribe Today

Subscribe today to see how we’re making the impossible possible by solving some of the industry’s most complex problems.