Samsung SDS, IT consulting and technical service providing subsidiary of South Korea’s Samsung Group, has been named as a partnering company of Italian trade fair and exhibition organizer Fiera Milano to bring digital innovations to European convention halls with its data-driven analytics.

The Korean company announced Saturday it has signed a strategic partnership with Fiera Milano to lead digital transformation in trade fairs and exhibitions to be held across Europe.

Fiera Milano is the world’s fourth largest organizer of exhibitions, trade fairs and conferences that hosts about 80 shows every year in Europe.

Samsung SDS and Fiera Milano under the partnership will set up a digital transformation roadmap for future convention centers with specific actions plans. Samsung SDS will be in charge of digital innovations in exhibition space with its IT technologies such as Nexshop, data analysis for estimating the number of visitors and the human traffic flow, migration to cloud computing and digitalization of work for use of mobile app and video conference.

The Korean company has joined hands with its Italian partner after its technological prowess has been recognized by European convention centers and automakers.

Samsung SDS has proved its technological edge in digitalization of convention halls through its projects in Germany and the U.K. It has won a digital signage project for Koelnmesse trade fair and exhibition center in Germany in December and a consulting project for digital transformation of another exhibition center in London in July.

It also is building digital showrooms applying its analytics platform-based solution Nexshop at about 2,000 auto dealerships in Europe, allowing customers to review the information of their desired vehicles and sellers to analyze real-time customers’ response and provide tailored services.

The company is planning to expand its business to other markets in Asia and South America, said Hong Won-pyo, chief executive of Samsung SDS.

By Shin Chan-ok and Lee Ha-yeon

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