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Press Release

June 16, 2015

Success with smart tools and innovative solutions – second expo and conference on web-based applications opens in Berlin

• Industry event takes place on the Berlin Exhibition Grounds on 16 and 17 June

Berlin, 16 June 2015 – Whenever companies adapt their work processes to meet the challenges of the digital future the cloud frequently provides an answer. “Working web-based“ is the order of the day and also the slogan of tools, the two-day expo and conference that opens today on the Berlin Exhibition Grounds. The focus of this industry event on web-based applications is on the digital transition, with displays in five sections. This is where visitors can find smart tools for improving knowledge management, optimising HR workflows, maximising sales and marketing aimed at specific customer groups. The fair is organised by Messe Berlin GmbH.

Compared to last year’s debut event the 2015 expo and conference boasts more exhibitors and an even more wide-ranging programme of conferences. Thus, 75 suppliers from six countries are represented at this year’s event. They include large companies such as SAP, Salesforce and Sugar CRM as well as numerous startups who have their own platform, the Rising Star Area.

Immediately adjacent on the tools stage trade visitors can find out how well the digital transformation of business processes is progressing within individual companies. Podium discussions will be highlighting trends in web-based applications and the opportunities they offer for business divisions. Numerous workshops will be letting visitors put tools to the test.

tools will be exhibiting applications for the following areas: HR & Collaboration, Finances & Controlling, Marketing & Sales, Operations & Supply Chain and IT & Tech.

“The digital transition affects every area of our daily lives“, says Gérald Lamusse, director of Products & New Business at Messe Berlin GmbH. “However, only tools puts working with web-based applications into an interdisciplinary business context. As an expo and conference it gives representatives of business divisions everywhere an opportunity to learn more from the trends and solutions available for digitising the workplace. We realise this process is still in its infancy, not least in Germany. However, analysts forecast investment in the order of billions over the years to come. This will open up huge opportunities for the industry and for the platform that is tools.“

According to a survey by Gartner, a leading IT research enterprise and consultancy, in 2014 in Germany around a quarter of all IT heads made use of the cloud. That figure is forecast to increase to a third in 2015. Gartner estimates that worldwide, cloud business currently totals around 176 billion dollars and will rise to around 240 billion by 2017.

Visionary ideas and a hands-on approach

At tools there is no lack of visionary ideas, practical tips or opportunities for taking a hands-on approach. Nick Sohnemann and Christina Riesen are among those who will be giving fascinating keynote speeches. The founder of futurecandy will be speaking about innovation hacking and web-based applications, while the general manager Europe of Evernote will be talking about the “future of work“. Other leading figures giving papers and taking part in discussions include Maik Schmalstich (SAP), Nicolas Dittberner (Elance-oDesk), Maja Rissmann (Softgarden) and Nikolaus Röttger (WIRED Germany). Robert Dahl, for example, the managing director of Karls Erdbeerhof, will be giving his account of how the digital transition helped to expand his family-run medium-sized enterprise.

Visitors to any of the 12 Success Stories can find out how web-based tools can help to successfully digitise and automate business processes. These sessions not only examine past successes but also the obstacles that have to be overcome. Those interested in a hands-on approach can visit one of the 26 Power Testing Workshops at tools where they will have 30 minutes to test applications under live conditions or using a trial account. Once again the focus is on the user. Visitors can test a tool’s functionality and in what ways it suits their own processes.

Katja Gross, the project manager of tools: “Our focus at the second edition of tools is on proven formats again: keynote speeches, the Success Stories and workshops. At the same time we are taking an even closer look at the challenges involved in implementing applications in businesses. That includes panel discussions on certain topics as well as, for the first time, speeches at the end of the day offering thought-provoking and innovative ideas, plus interviews with experts in the “hot seat“.

Rising stars receive a boost

14 startups have managed to secure places in the Rising Star Area at tools where, located next door to big industry players, they will be able to impress potential customers with their latest web-based applications with elevator pitches on both days of the event. The winners will receive attractive prizes from Microsoft, Wortmann AG and gründerszene as well as a free stand at tools 2016.

At the ’Best in eCommerce conference users and shop operators from every industry can find out how, by tailoring their products, they can improve customer satisfaction, increase conversion rates and optimise returns management and shipping logistics. On 17 June the IDG media brands ChannelPartner, COMPUTERWOCHE, TecChannel and CIO will honour the most successful projects on the German market by presenting awards in several categories.

Networking is an important part of tools 2015 and there will be ample opportunities to meet and exchange views at the expo and conference as well as at the tools summer party on the evening of 16 June.

Full details of the conference programme including all the keynote speeches, workshops and podium discussions can be found at: A full list of the exhibitors can be found on the Virtual Market Place website of tools at:

About ‘tools’

tools is the expo and conference on web-based business applications that provide intelligent solutions for digitising business processes. The second edition of this event will be taking place on the Berlin Exhibition Grounds on 16 and 17 June 2015. Taking as its slogan “working web-based“, the event provides an in-depth and practical look at the prospects for digital solutions in business and individual departments of industry.

Business decision-makers can easily find their way around tools because the web-based solutions being exhibited are divided into theme-oriented sections: HR & Collaboration, Finances & Controlling, Marketing & Sales, Operations & Supply Chain and IT & Tech. The expo and conference provides a platform for practical tests, information, advanced training and optimum opportunities for benchmarking and networking in order to find the right tools for optimising business processes. tools debuted successfully on 7 and 8 May 2014 in Berlin. 69 exhibitors and around 1,000 trade visitors took part. tools is organised by Messe Berlin GmbH. The technical sponsor and strategic partner is Bundesverband Digitale Wirtschaft (BVDW).