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Sicurezza 2012: networking and internazionalization

Sicurezza 2012: networking and internazionalization

S News met Marco Serioli, Exhibitions Division Director Fiera Milano. Talking about Sicurezza 2012, Mr. Serioli points out the main topics of the Exhibition that takes place in Milan-Rho from the 7th till the 9th November.

Mr Serioli, “Sicurezza” opens on 7 November with the General States of Security, focusing on four key words: technology, quality, competitiveness and system.
Why these 4 key words and what is the message that “Sicurezza” wants to convey?

Let’s start with the last one: System. At the moment, creating networks is a strategic choice. I think it is very important that the two associations of reference in the world of producers, namely Assosicurezza and ANIE Sicurezza, have decided to jointly organise an event that will take stock of the current market state of the art, showing a strong commitment to begin to systematise, at a time when certainties no longer exist.
From this viewpoint, the associations have taken a very important and positive step, which we have shared right from the beginning.
As regards the other three words, they are closely linked to one another.
We all know that technology and the investments into technology that Italian and European companies have been called upon to make is highly significant, both to be able to present themselves on our markets, which are increasingly demanding and require impulse and remarkable innovation, but above all on foreign markets. And linked to this are the subjects of competitiveness and quality in competition, which are once again elements on which we have to confront, especially abroad.
In this regard, we are already well positioned in certain aspects, but in others we have not yet done enough, with our Italian and European system.
Therefore we can, absolutely, have our say, but we must be ready, united and aware that we are up against high calibre competitors.

Speaking of the international aspect, which is a special characteristic of “Sicurezza”, what is new, particularly in this regard, both for exhibitors as well as for visitors?
As you rightly said, “Sicurezza” is an international event, one which has seen one third of visitors and exhibitors come from countries other than Italy in recent editions.
It is very important to work, because two years later – a time span that might seem short but which, in a such an ever-changing sector as security, is actually long – there is still this connotation, decidedly significant for the Italian companies that need to stabilise and develop their business.
That is why we have invited high profile buyers from abroad, and we will be offering a match-making service that will allow for one-to-one encounters between supply and demand.
Furthermore, we are pleased to present, the UBI Banca initiative, among others, which will offer the hundreds of companies present the opportunity to understand what exporting their business means and what skills are necessary, right here, directly at the event.
Throughout “Sicurezza”, in fact, it will be possible to consult the experts from UBI Banca, who will be offering advice and support to businesses regarding the many aspects that are fundamental when abroad. Advice will be available in the field of tax, legislation, and obviously finance, since, as we are sadly aware, at a time like this the credit crunch is not an opinion but a real problem.
That is why it is important that a bank of this calibre has wanted to take part and present itself directly in a sector such as security, recognizing the enormous potential there is in internationalisation.

So you are specifically referring to the UBI International Open Day.
Yes, that is the name of the event taking place during the exhibition: it will be a sort of an “event within an event”.
It will also be a highly important initiative, insofar as it is not just a seminar or information, but a real chance to analyse different themes, both for exhibitors as well as for visitors, to feel and understand what it actually means to tackle the foreign markets of Europe and the CIS countries, Asia, South America, North Africa and the Middle East.

Looking ahead, then, from your privileged viewpoint, as organisers of an International fair in the sector, what will the trends and the drivers be? What does the world of security need?
Internationalisation will definitely be a driving theme, which will influence sales policies, on the one hand, and product policies, on the other.
In this regard, we like to remember that Fiera Milano has made very large investments, acquiring trade fair companies and then fairs abroad. So today we are present in six other countries besides Italy, four of which are BRIC countries, and we have recently closed deals in Turkey, and we will shortly be in South Africa.
Another theme that will be more and more important is that regarding technological evolution and integration.
Today, sectors that were once far apart are getting closer together. IP security, for example, on a technological front, is one of the drivers that help us to make the right choices and develop the right products. In this evolution, we, as a trade fair, make efforts to continue to be a point of reference, insofar as we believe that it is important to promote direct exchange between the various players in the supply chain and Sicurezza will be an important opportunity in that sense.
Italy and Italian operators have much to say on this: the ability to fare system integration is definitely there and could make all the difference in the future.


by Monica Bertolo

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