Where to go Berlin in - IFA International

IFA 2009 - A New Dimension 

for the Economy 

3D, INTERNET ON TV AND SUSTAINABLE DEVELOPMENT 

PILLARS OF ThE REBOUND! 

Sir Howard Stringer, Chairman, CEO and President, Sony Corporation 

DREAM WITH 

YOUR EYES OPEN 

EXCLUSIVE PREVIEW OF THE MOVIE AVATAR 

HALL 5.2 

In this period, still difficult, 

but henceforth in a phase 

of rebound, IFA is more 

than ever demonstrating 

its dynamism but also its 

position as a “sure value” 

upon which the industry is 

wagering in massive terms 

in order to ensure a turnaround. 

The extraordinary 

quality of this year’s keynote 

speakers' Andrea Ragnetti, 

Boo-Keun Yoon, Fabio 

De'Longhi, Hamid Akhavan, 

Dr Reinhard Zinkmann 

and Ferdinand Kayser is 

reinforced by the presence 

at IFA of industry legends 

such as Sir Howard Stringer 

(see photo on left), Gee 

Sung Choi and Fumio 

Ohtsubo. The veritable 

arrival of 3D TV applications 

with films of breath-taking 

reality combined with 

major progress in terms 

of hardware, as well as 

The announcement by 

Sir Howard Stringer (left) 

that Sony would “lead the 

commercialisation of 3D" 

and by Panasonic (right) 

of the "3D Revolution" 

are just two of a number 

of major initiatives in this 

sense throughout the 

industry. In this, the first 

live 2009 edition of IFA 

International we offer you 

"New channels 

of market 

development 

in the fields 

of Consumer 

Electronics and 

Home Appliances" 

the strong development 

of Internet on TV opens 

new channels of market 

development in the field 

of Consumer Electronics. 

At the same time, the 

industry is this year very 

much awakening to the 

importance of sustainable 

development, or “green” 

issues not only as a USP, 

but indeed as an ingrained 

philosophy demonstrating 

earth consciousness, and 

giving strong arguments to 

Home Appliance products 

respecting the environment. 

The 3D Revolution! 

a full round-up of what’s 

happening when it comes 

to 3D technology. See our 

special “3D Feature”… 

3D Feature - pages 10-13 

DAy 1 

Friday 4 th 

September 

2009 

Hall 5.2 

Stand 101 

ONLY IN CINEMAS DECEMBER 

© 2009 Twentieth Century Fox Film Corporation. All rights reserved. 

PAN_Avatar_230x60_IFA_Int_Cover_39L.indd 1 21.08.2009 13:39:43 Uhr 

Hall 4.2 

CONTENTS 

04 > NEWS 

10 > SpEcial fEaTURE: 

3D cOMES aliVE! 

14 > MEET THE ViSiONaRiES 

19 > pRODUcT TRENDS 

OpENiNG pRESS cONfERENcES 

31 > GREEN paGE 

33 > TRaDE NEWS 

37 > WHERE TO GO iN BERliN 

IFA OPENING 

PRESS CONFERENCE 

From left to right: 

Jens Heithecker, Executive Director IFA 

Dr Reinhard Zinnkann, Chairman of 

the Board Division Home Appliances 

of ZVEI 

Dr Rainer Hecker, Chairman of the 

Supervisory Board, gfu 

Dr Christian Göke, COO Messe Berlin 

With more international 

visitors, retailers and top 

managers attending and 

exhibition space pegged 

close to last years record 

level, IFA executives have 

every reason to be optimistic 

as the curtain rises at this 

years trade fair. 

.../ Cont'd. Page 4 

www.ifa-international.org

From left to right: Jens Heithecker, Director IFA - Dr Reinhard Zinnkann, Chairman of the Board Division Home Appliances of ZVEI - 

Dr Rainer Hecker, Chairman of the Supervisory Board, gfu - Dr Christian Göke, COO Messe Berlin 

Optimism at iFa amid signs 

OF market recOvery 

By Mark Dezzani and Neil Crossley 

.../ Cont'd. from Page 1 

“In these difficult times we 

are extremely pleased that 

we have sustained what was 

a record level last year,” said 

Dr. Christian Göke, Chief 

Operating Officer of Messe 

Berlin. “We have major 

new exhibitors such as 

Vodafone, and other major 

players such as Pioneer have 

returned.” 

Göke says that IFA is of 

paramount importance for 

the consumer electronics 

market and now also 

for the home appliances 

"Home cinema and mp4 will 

be significant growth sectors 

in the European consumer 

electronics market", said Dr. 

Rainer Hecker, Chairman of 

the Supervisory Board, gfu, 

at the IFA Opening Press 

Conference on Wednesday. 

Hecker, who stressed that IFA 

is an accurate mirror of the 

market, said that the market 

for consumer electronics 

and home appliances will 

be driven by the “cocooning 

effect” of consumers, who 

4 www.ifa-international.org 

industry. “Trade investment 

in IFA is at record levels. 

Globally IFA is the most 

important show for product 

launches with the highest 

number of international 

visitors. The presence of 

the most senior executives 

from Sony, Samsung 

and Panasonic amongst 

others demonstrates the 

importance of IFA.” 

The addition of home 

appliances at IFA has proved 

to be a major success. “We 

had a great debut in 2008,” 

will spend on high quality 

items in hard times. 

"Energy efficiency is 

motivating consumers to buy 

new equipment, as devices 

such as fridges, TVs and 

washing machines continue 

to be replaced," he said. "Flat 

TV will prove increasingly 

attractive in the near future," 

he continued, "while Bluray, 

mobile entertainment, 

and broadcast and internet 

convergence will all gain 

ground in the marketplace." 

says Dr. Reinhard Zinkann, 

Chairman of the Board 

Division Home Appliances 

of ZVEI. “Even though we 

prepared well for it, we 

still didn’t expect it would 

be such a great success. 

Consumer Electronics 

and white goods actually 

compliment each other.” 

The volume of business 

generated by IFA has risen 

steadily from e2.5 billion of 

orders in 2006 to e3 billion 

last year. Media attendance 

has grown from 1,308 from 

60 countries in 2006 to 1,415 

tastes and trends 

majOr industry players Outline the 

FactOrs that will shape the markets 

By Neil Crossley 

Download Podcast 

at w w w.ifa-international.org 

Download Video 


Hecker outlined how 

the uptake of HDTV had 

accelerated significantly 

in Germany, and he 

cited as an example the 

recent increase in HDTV 

household penetration for 

the broadcast of the World 

Championships in Athletics, 

Berlin 2009. 

Future trends in the home 

appliances market were 

explored by Dr. Reinhard 

Zinkann, Chairman of 

the Board Division Home 

from 67 countries last year. 

This year sees an increase 

in pre-registered media, 

with more international 

media and communication 

channels expected. IFA’s 

full service approach sees 

another round of vital 

forums encompassing 

media trends to future 

technology and customer 

service. “Mediawoche is 

one of the biggest media 

platforms with 15,000 

visitors. TecWatch is an 

exciting vehicle for retailers 

to discover new technology 

and therefore to prepare 

for new business,” says 

Dr. Reiner Hecker, Chairman 

of the Supervisory Board, 

gfu. “IFA is precisely 

focused on the needs 

of exhibitors and their 

Appliances of ZVEI. 

"Increased health awareness 

among consumers is a 

pivotal trend," he added, 

citing as examples optimised 

freshness systems in cooling 

appliances and a desire 

for fresh food and healthy 

cooking, as exemplified by 

the adoption of appliances 

such as cooking steamers. 

"Convenience is also 

an influencing factor in 

home appliance market 

trends," continued Zinkann, 

with smart electronics 

superseding mechanics for 

ease-of-use. He pointed 

to booming markets for 

personal care and beauty 

appliances, and said that 

energy efficiency is pivotal to 

the sales of small appliances, 

news 

goals and as ever is a true 

reflection of the market. 

IFA combines a unique mix 

of innovation, information 

and entertainment. The 

combination of Consumer 

Electronics and Home 

Appliances has proved to 

be a winning formula.” IFA 

COO Göke says that IFA has 

made impressive progress 

over the past five years. 

“We are on the right track. 

IFA is perfectly positioned to 

inform our VIP trade visitors 

and we have made strides 

this year to restore top 

class entertainment for the 

end consumer. IFA is now 

even more attractive to the 

youth market. We have the 

products that they want to 

buy!” 

such as vacuum cleaners 

and coffee machines. 

Zinkann referred to a 15% 

rise in the sales of tumble 

driers in the first half of 

2009. He also highlighted 

the importance of lifestyle 

product factors, such as fine 

cuisine in the home and the 

use of home appliances as 

designer pieces. 

“Good taste will become 

more important, from 

coffee to cooling wine,“ he 

said, before highlighting the 

increasingly integrated openplan 

design in household 

kitchens and living rooms. 

“Kitchen appliances must be 

adapted to these changing 

lifestyle habits,” he said. 

IFA International • Friday, 4 th September 2009

news 

IFA wILL COnTInUe TO 

'DeFIne THe MARKeT AnD 

seT new sTAnDARDs' 

Dr Rainer Hecker, chairman of the supervisory board, gfu 

The economy may be down, 

but IFA is on the up, says 

Dr Rainer Hecker, Chairman 

of the supervisory board of 

IFA organiser Gesellschaft 

fur Unterhaltungs- und 

Kommunikationselektronic 

(gfu). Interview by Richard 

Barnes. 

IFA is a reflection of 

the market — and the 

market, at the moment, 

is going through testing 

times. However, Germany 

is not suffering as much 

as many other European 

territories. Why do you 

think that is? 

In Germany, the 

government's stimulation 

package to support the 

German economy has had 

a very positive impact. Also, 

German companies have 

compensated for the lack 

of orders by introducing 

shorter working weeks, 

which has helped to reduce 

the unemployment rate. As 

a result, a lot of Germans 

are working very flexible 

hours, have a regular income 

and are prepared to spend 

their money on attractive 

consumer-electronic 

products. 

If someone asked you to 

describe IFA, what would 

you say? 

IFA is unique, because it 

combines several functions. 

It's a venue for presenting 

IFA International • Friday, 4 th September 2009 

new products. It's an order 

fair, where dealers from 

around the world came to 

buy the latest products. And 

it's also a media event — 

not only because it provides 

a platform for new-media 

launches, but also because 

it helps to define the market, 

set standards and norms, and 

develop market segments. 

What are key trends 

driving the consumerelectronics 

market? 

First of all, there is the 

ongoing process of 

digitalisation and the change 

from CRT [cathode ray tube] 

sets to flat-panel televisions. 

And now we have a big 

step ahead with the change 

to HDTV from standard 

definition television, which 

will be especially challenging 

for the public-service 

providers. And last but not 

least, energy efficiency has 

become a pivotal concern, 

not only for household 

appliances, but also across 

the consumer-electronics 

spectrum. 

This year, IFA is pretty 

much on a level with last 

year, which is impressive 

in view of the economic 

climate. What is your 

vision for the future? 

We will look for new partners 

in the field of audio and hifi 

— and perhaps also in the 

games sector. 

IFA sTATUs Is 

sTeADY As A ROCK 

Dr Christian Göke, COO of Messe Berlin 

This year’s IFA is looking 

quite good, very different 

from most other trade 

shows, In fact, IFA is 

looking like a steadfast 

trade show in the 

industry. How would you 

describe it? 

I couldn’t have put it better. 

'Steady as a rock' is a good 

description. Compared to 

other shows, it was able to 

maintain the record level of 

2008. That’s the punchline 

of IFA 2009. 

We’re not out of the 

difficult times yet. Do you 

think people are gripping 

to IFA like an island in the 

storm? 

That’s a good comparison. I 

think that in difficult times, 

you are looking at the end 

of the day for security. And 

who could give you security 

in these difficult times? For 

example, if you are a supplier 

or a consultant in the 

industry, you need to talk to 

the real decision-takers and 

where better than at the No1 

trade show worldwide. 

So I think that exhibitors, 

visitors and media are looking 

for valid statements from the 

heads of the industry and the 

decision-takers. Therefore, 

this year it’s more valuable 

than ever that we have an 

impressive number of CEOs 

and the presidents from the 

industry at our premises. 

This is also a record for IFA 

the number of top line 

people at IFA here this 

year. 

That's because these decision 

takers have noticed that IFA is 

the place, especially in regard 

to new product launches. On 

the other hand, the fact that 

they are here is so valuable 

for the others. 

Speaking of product 

launches, a lot of 

companies tend to launch 

products at the beginning 

of the year, then come 

to IFA to reinforce their 

marketing. Are there more 

launching products here? 

You know, it is a kind of 

'chicken and egg' situation. 

We have had a steep 

and incredible amount of 

broadcasters sending live 

feed from IFA, and have 

doubled this figure in the 

last three years. On the other 

hand, we had a shift from 

the product launches in the 

beginning of the end to our 

show. So I don’t know who is 

influencing who more – does 

the media coverage launch 

the product or does the 

product launch the media 

coverage? 

This year, will media 

coverage be as good as 

last year or better? 

The pre-registration of the 

media this year is significantly 

higher than last year. And last 

year, we had the record of 

9,000 accredited journalists. 

Is there a change in the 

way people are looking 

at IFA? Dr Zinkann said 

that it was a change from 

working tools to lifestyle 

products. And we thought 

that was very apt. 

Yes, I couldn’t express it 

better. That’s a good way 

to put it. In the case of the 

normal apartment, you can’t 

divide between kitchen, 

living spaces, entertainment 

or bedroom. From the 

design standpoint, there 

is no difference from the 

white goods and consumer 

electronics products. 

So IFA In a sentence? 

We are on a very good and 

stable track. I personally 

think that this is going to be 

a very good IFA. 

www.ifa-international.org 5

news 

ReTAIL ReLATIOnsHIPs 

VITAL FOR InDUsTRY 

sUCCess 

Jens Heithecker, IFA Executive 

Director, explains what the trends 

are looking like this year… 

We’ve just witnessed some 

impressive figures at the 

international press conference 

and things are looking very 

positive for the IFA 2009. What 

are the trends for the year 

ahead? 

One of the main trends coming from 

the past is the TV, which is bigger 

and sharper, and HD is coming up in 

the market now in Europe. We are a 

little bit behind the US and Japanese 

markets but HD is one of the most 

important reasons that the outlook 

for the industry is optimistic for TV 

sets. 

You’ve been visiting the world, 

meeting with all the top 

manufacturers, talking to them 


about getting into the show 

again this year. What is the feeling 

among these manufacturers 

about how the market’s going? 

Companies have to invest in the 

next generation of technology, and 

there are huge investments they 

have to make. This means that if 

we come to one of the main key 

players and we ask them for a huge 

investment in our show, of course 

they will look a little bit astonished 

but the main point is that it’s not 

enough to have the right products 

and the right technology. We need 

to contact the markets and it’s part 

of the success of the industry to get 

in contact with the right retailers and 

Jens Heithecker, IFA Executive Director Dr Reinhard Zinkann, Chairman of the homeappliances 

division ZVEI 

the right buyers. It’s the first step to 

the success of the European markets 

and the markets worldwide. 

In the last few years, we’ve seen 

an increase in the number of 

deals done at IFA. Last year three 

billion Euros in deals, what is the 

target this year? Do you have any 

sort of hopeful target of what 

might be the deals done? 

If we achieve the same level as we 

got last year, we would be very 

satisfied. The question is what 

about the stocks of the retailers? 

Are the stocks empty by now, or 

filled? We have to hope that the 

retailers are realising these are the 

right products for the next pushes in 

the market, expected by the soccer 

championship, expected by the HD 

contents, and we hope that the 

retailers are realising these are the 

right products and we hope they are 

ordering these products. 

GeRMAnY BeATs 

DOwnTURn BY BUYInG 

QUALITY 

The home-appliance sector is 

out in force at IFA 2009. Dr 

Reinhard Zinkann, Chairman of 

the home-appliances division of 

the German industry group ZVEI, 

talks Richard Barnes through this 

year's highlights… 

What are the key trends in home 

appliances? 

Energy consumption and consumer 

convenience are both gaining in 

importance and are giving rise to 

many new products and ideas. I 

think we will see a lot of exciting 

developments in both these areas at 

IFA 2009. 

The German market is proving to 

be more resilient than many of 

its European counterparts. Why 

do you believe that is? What's 

Germany doing right? 

First, I think the German economy is 

still performing a little bit stronger 

than some other economies, 

especially those in Central Europe. 

Second — and perhaps more 

important — many Germans have 

household products that now older 

than 10 or 15 years, which gives us a 

huge domestic replacement market. 

Added to that, when Germans 

spend money in insecure times, 

they tend to spend it on fewer but 

better products — products that 

they believe will give them better 

service, are of better quality and 

will last them for longer. I think this 

is also one of the reasons why the 

domestic-appliance industry has 

done better in Germany than it has 

in some other European countries. 

The last point I would like to make 

is that, last year, IFA threw the 

spotlight on the home-appliance 

industry and that really helped to 

stimulate the local market. It didn't 

just generate interest among the 

trade, but it also raised awareness 

among German consumers. 

What do you expect from IFA 

2009? 

It is very important in tough 

economic times to have positive 

news — and IFA has a very, very 

positive story to tell in terms of 

household appliances. As a result, 

it generates positive feelings 

in everybody involved — from 

consumers to the trade. Everybody 

is happy. I'm convinced the 

household-appliance industry will 

be as successful at IFA 2009 as it 

was at last year's event. 


conference & event 

IfA InternAtIonAl Keynotes 2009 

What direction will technology take? What will future standards look like? How will these developments affect my present business model? 

You will find out all about these topics at the IFA International Keynotes - in exciting lectures from international top managers from the CE 

and Household Appliances industry. They will convey their insider knowledge to you regarding the latest product developments, industry 

trends and strategies. Take advantage of this unique opportunity to meet the industry stars and to get the latest industry news firsthand. 

Statement of Motivation 

As one of the leading trade 

shows of any industry, it is my 

honor to deliver the opening 

keynote speech at IFA 2009. 

IFA brings together many of our 

most important stakeholders 

in one place at the same 

time. It provides an invaluable 

opportunity to demonstrate our 

business activities, not only in the 

traditional consumer electronics 

domain, but increasingly across 

the broad spectrum of consumer 

lifestyle. With this in mind, our IFA 

keynote speech this year will offer 

an excellent platform to outline 

Philips Consumer Lifestyle’s 

evolution into a company focused 

on consumer health and wellbeing. 

Abstract of Speech 

Philips continues to advance 

as a leading consumer brand, 

driven by the changing needs of 

consumers and the dynamics of 

the markets we play in. Andrea 

Fabio de’Longhi 

Chief Executive Officer 

De’Longhi Group 

Hamid Akhavan 

Chief Operating Officer 

(COO) Member of the 

Board of Management 

Deutsche Telekom AG 

Andrea Ragnetti 

Chief Executive Officer, 

Philips Consumer Lifestyle 

4 th September 2009 

@ 9:45 – 10:30 

Location: ICC, Saal 3 

Philips Consumer Lifestyle - 

focusing on consumer health 

and well-being 

Ragnetti, Chief Executive Officer 

of Philips Consumer Lifestyle, 

will provide an update on our 

evolution into a company focused 

on consumer health and wellbeing. 

This year, Philips developed 

the most comprehensive 

study into consumer health 

and well-being of its kind. We 

gathered data from thousands 

of consumers in European and 

growth markets, and following 

detailed analysis have used this 

knowledge to further refine our 

strategy. Mr. Ragnetti will outline 

findings which address what 

consumers are really looking for to 

improve the quality of their lives. 

He will use product examples to 

demonstrate how Philips is already 

venturing into new value spaces. 

Using examples of acquisitions 

Philips has made across its three 

sectors, Healthcare, Lighting and 

Consumer Lifestyle, Mr. Ragnetti 

will show how Philips as a brand 

has a consistent strategy and 

direction. 

5 th September 2009 @ 9:45 – 10:30 a.m 

Location: Hall 7.1a, IFA International 

Keynote Area 

The DE’LONGHI GROUP: “Living Innovation” 

in a challenging market 

5 th September 2009 @ 3:00 – 3:45 p.m. 


Keynote Area 

Telecommunications Innovation drives 

Digital Lifestyle 

Statement of Motivation 

IFA is one of the most important 

events in the global consumer 

electronics industry. In particular 

this year it is critical for 

companies such as Samsung, 

to demonstrate a compelling 

vision for the future. Economic 

conditions notwithstanding, our 

industry certainly is experiencing 

many positives for instance: 

strong growth in flat panel TV´s, 

monitors, Blu-ray and other 

connected digital products. I am 

honored to outline Samsung’s 

vision of the consumer electronics 

industry and highlight many 

of the exciting and innovative 

technology experiences we will 

be offering to the market. 

Dr. Reinhard 

Zinkann 

Managing Director 

and Co-Proprietor at 

Miele & Cie. KG 

Ferdinand Kayser 

President & CEO 

of SES ASTRA 

Boo-Keun Yoon 

President & General 

Manager, Visual Display 

Division, Samsung 

Electronics Co., Ltd. 

4 th September 2009 

@ 15:00 – 15:45 

Location: Hall 7.1.a, IFA 

International Keynote 

Area 

Towards Digital Humanism; 

Dreams Made Real 

Abstract of Speech 

Consumers continue to demand 

more emotional and selfexpressive 

experiences from 

their technology products. 

Samsung calls this phenomena 

“Digital Humanism”. Future 

technology products must 

now reflect individual human 

values, lifestyles and cultural 

experiences. Samsung’s ongoing 

efforts to realize the promise 

of “Digital Humanism” is the 

fundamental motivation behind 

the company’s future product 

plans. Samsung will introduce 

its 2nd half 2009 products 

at IFA which will highlight, 

through an “e-Story”, the core 

values of our upcoming product 

portfolio: Essence, Engagement, 

Expression, Experience, Eco. 

6 th September 2009 @ 15:00 - 15:45 

Location: Hall 7.1.a, IFA International 

Keynote Area 

Sustainable thinking and action: Challenges 

facing the industry in taking targeted action 

to support the retail trade and to introduce 

calm in times of crisis 

7 th September 2009 @ 9:45 – 10:30 a.m. 


Keynote Area 

SES ASTRA, the right partner for business 

- shaping new markets, driving innovation, 

developing HDTV. A recipe for joint success 

8 www.ifa-international.org IFA International • Friday, 4 th September 2009

NEWS 

INSPIRATION ABOUNDS AT 

SHOWSTOPPERS@IFA 

A SNEAK PREVIEW OF THE MOST 

CREATIVE DEVICES AND SERVICES 

AROUND By Joanna Stephens, Gary Smith and Neil Crossley 

‘ 

The second IFA edition of Showstoppers welcomed the cream of the electronics 

industry’s journalists, alongside top management from LG, Samsung and 

Sharp. “In total, 325 people came by to check out the innovative products on 

display,” said Dave Leon, a partner at Showstoppers. 

Bianca Wagner, 

Marketing 

Communications, Navteq 

“It’s the quality of our maps 

that sets us apart. We’re on 

the road every day so we 

can even include major road 

works if they are long-term. 

We’re here to launch a new 

service called Motorway 

Junction Objects which 

enables 3D animation of 

complex motorway rings 

and highway junctions.” 

Jackie Ballinger, 

PR Director, Griffi n 

“Our chargers and iPod 

docks exist because we’re 

constantly looking for new 

solutions and innovation. 

We’re now launching our 

products in Europe after 

having had quite some 

success in the US. Despite 

the economic climate, 

people love gadgets.” 

Sharon Cuppett, 

Vice-President of 

Marketing, Wi-Ex 

“Our device boosts cell 

phone signals in the home, 

plus it also cleans it up. It 

works across spaces up to 

220 square metres and so far in 

the US we’ve sold over 100,000 

units. We’re now launching in 

Europe and our products are 

available on Amazon.com and 

Amazon.de.” 

Maurice Quarre, 

Head of Product 

Management, Sennheiser 

“Our USP is very simple, it’s 

our quality of sound. It’s also 

our essence and we are here 

with the best headphones 


in the world, the HD 800. If 

you check out any hi-fi blog 

you’ll fi nd that it’s not just 

us making that claim, they 

really are the best.” 

Thomas Kunz, Market 

Manager Photo, X-Rite 

“X-Rite is the global 

leader in colour solutions, 

colour science and colour 

technology. Our mission is 

to make our products more 

affordable for a broader 

base of users — and our 

USP is to ensure that our 

customers get their colour 

right fi rst time, every time." 

Phlip Vanhoutte, 

Managing Director, 

Plantronics 

“We bought Altec Lansing 

a couple of years back and 

I’m very proud to work with 

such an amazing team. The 

company really is a specialist 

in sound. It made the fi rst 

iPod dock and the fi rst dock 

that was truly compatible 

with an iPhone. There is 

a huge concentration of 

engineering talent at Altec 

Lansing.” 

Gareth Jones, 

UK & Ireland Regional 

Manager, Cisco 

“This is Cisco’s new division, 

called Cisco Consumer 

Products Division. The 

Flip Mino & Flip Ultra are 

revolutionising the way 

that people share videos. 

It’s basically a marriage 

between a camcorder and 

software. The software is 

on the camera and boots up 

wherever you are. So you 

can take this anywhere with 

you and share your videos. 

In terms of what it offers, it’s 

unique.” 

Nick Hucker, 

Marketing Manager 

EMEA, iRobot 

“We’re here with a wet 

fl oor vacuum cleaner called 

Scooba and a dry fl oor 

vacuum cleaner called 

Roomba. Basically, you set 

them and they come on 

automatically. They’re both 

fully automated and can 

be scheduled to clean four 

rooms, seven times a week. 

They have been created by 

guys who have worked with 

NASA. We have 65 patents 

in robotics and we specialise 

in robotics technologies.” 

Joseph Lee, 

Marketing Manager, 

Creative Labs 

The Zen X-Fi 2 is a media 

player device with a 

3-inch touchscreen. It’s 

the fi rst in the Creative 

series that supports the 

touchscreen. It has a wide 

variety of audio and video 

formats, including very 

high quality formats such 

as Lossless.” 

Dan Salmonsen, 

Director, Product 

Management, DivX Inc 





“DivX is one of the most 

popular internet-based video 

formats today, one that can 

be used from the PC and 

into the living room. You can 

take a DivX video from the 

internet, put it on a disk or 

on a USB drive and plug it 

into your TV and it will play, 

without any fuss.” 





‘‘ 


3D in the home has come 

a step closer with the news 

that Sony is to introduce 

a 3D-compatible BRAVIA 

LCD television set in 2010. 

The official announcement 

was made by Sony 

Corporation Chairman, 

CEO and President 

Sir Howard Stringer 

at a packed IFA press 

conference on Wednesday, 

amid rumours in the 

world's business press that 

the consumer-electronics 

giant was set to throw 

its weight behind the 

technology. 

"Today, 3D is clearly on its way 

to the mass market through 

technology, distribution and 

content," Stringer said. "As 

with HD a few years back, 

there are a variety of issues 

yet to be addressed. But the 

3D train is on the track — 

and we, at Sony, are ready 

to drive it home." Sony's 

decision to board the 3D 

express will be welcomed 

by the wider 3D industry, 

which remains focused on 

cinema and has yet to take 

ownership of the TV market. 

In addition to 3D-compatible 

BRAVIA sets, Sony will also 

develop 3D compatibility 

into several devices, such as 

Blu-Ray discs, VAIO laptops 

and PlayStation3 consoles, 

expanding the ways in which 

3D content — from movies 

to games — can be enjoyed 

in the home. Stringer added: 

"Sony's technological 

leadership, together with 

our unique understanding of 

all forms of content, means 

we will be able to deliver 

SPEcial fEaTURE - 3D cOMES aliVE! 

3D ON THE HOME RUN 

SONy aNNOUNcES glObal laUNcH Of 

3D-ENablED TVS iN 2010 by Jo Stevens 

the entire 3D value chain in 

cinemas, at home and on 

a variety of Sony devices." 

Stringer also announced 

the European launch of 

the PlayStation Network 

(PSN) video-download 

service, which starts its 

roll-out this November in 

France, Germany, Spain 

and the UK. The service 

will feature hundreds of 

movie titles from all the 

major Hollywood studios, 

alongside local content from 

Sony's European partners. 

"In the US, the PSN videodelivery 

service now offers 

over 12,000 TV episodes and 

more than 2,200 movies, 

with more than 35% of 

these movies in HD," Stringer 

added. 

Hall 4.2 / Stand 101 


sPeCIAL feAtUre - 3d Comes ALIve 

A WAtershed event for 3d! 

sCI-fI And 3d Come together on the 

movIe sCreen WIth AvAtAr! 

Many of us grew up 

enthralled by science fiction 

and in love with the movies. 

In many cases, we have been 

fascinated by 3D. These 

three continuing interests 

will all come together on 

December 18th with the 

release of Avatar. As has 

been well publicised, Avatar 

is a movie that is being 

filmed in photo-realistic, 

stereoscopic 3D. It hopes 

to mix live action and CGI 

imagery in a seamless blend. 

Insight Media Consultant 

Art Berman tells us more… 

Making a film using digital 

3D technology is still very 

new. This means that much 

of the filming process itself is 

being improvised along the 

way, with new technologies 

being developed as they 

are needed. Consider first 

the Computer Graphics 

aspects of the film. Avatar’s 

footage is built from about 

70% CGI. But it will also 

include computerized 

images from real human 

action, which is called 

"performance capture." 

This is accomplished by 

the cast donning motion 

sIsveL 

LAUnChes 3d 

enAbLIng 

teChnoLogy 

At IfA 

Sisvel Technology, a 

subsidiary of the Sisvel 

Group dedicated to 

fostering innovation 

and R&D activities, and 

3DSwitch, a start-up 

devoted to 3D stereoscopic 

imaging, are collaborating 

on the development of 

3Dready, a new method for 

automatic 2D/3D format 

recognition and conversion 

that greatly enhances your 

3D TV viewing experience. 

3Dready allows seamless 


capture suits, essentially 

leotards covered in sensors 

that feed the movements 

of the body back to a bank 

of computers. In Avatar, 

scenes were accomplished 

on a "performance capture" 

stage six times bigger than 

anything previously used 

in Hollywood. The realism 

of the performance was 

enhanced by improving the 

way the suits captured the 

actors’ facial expressions. 

Facial Performance 

Replacement 

The new technique is 

called Facial Performance 

Replacement. The FRP 

process calls for the use of 

a skullcap with a camera 

enhancement that closely 

monitors the actor’s eyes 

and mouth as well as 

other small movements. 

Each frame is analyzed for 

facial details such as pores 

and wrinkles all of which 

enable creation of a moving, 

computerized image that 

better reproduces human 

emotions. In addition, 

FPR allows the Director 

to digitally re-work an 

transition from the current 

2D broadcasts to 3D. Thanks 

to 3Dready, it is no longer 

necessary to modify 3D TV 

setups from the menu each 

time you switch from a 3D to 

a 2D channel. Furthermore, 

3D is guaranteed to function 

on 2D TV sets (in 2D view) 

as long as the decoder has 

been updated correctly. 

3Dready doesn’t replace 

existing 3D standards for 

broadcasting and display, but 

rather unifies them under a 

single roof by tagging video 

content and converting the 

format as necessary. 

In addition to 3Dready, Sisvel 

Technology and 3DSwitch 

are also developing new 

technologies related to 

stereoscopic 3D imaging 

and broadcasting. 

actor’s facial movements. 

The performance capture 

workflow on Avatar used 

a so-called "Simulcam" or 

"virtual camera." This tool 

allows the director to hold 

a camera (really a monitor) 

in his hands, point it at the 

actors and see them in real 

time as their CG characters. 

The virtual camera allows the 

Director to move through, 

edit and record the computer 

generated 3D scene as if he 

were the actual cameraman. 

The effect on screen of this 

approach is that of a "shaky 

cam." The effect makes 

action sequences seem upclose 

and can be used to 

focus audience attention on 

a particular part of a scene. 

Next consider the live action 

3D capture aspects of the 

film. When James Cameron 

directed his first 3D film, 

"Terminator 2: 3D," for 

Universal Studios theme 

parks more than a decade 

ago, the bulky camera 

equipment made some shots 

awkward or impossible. The 

450 pound contraption, had 

two film cameras mounted 

on a metal frame and was 

so heavy that producers 

3DSwitch and Sisvel 

Technology provide services 

in 3D content creation, 

management, editing, 

and display. The combined 

expertise of 3DSwitch and 

Sisvel Technology offers 

partners state of the art 

technology and know how 

to achieve an unparalleled 

user experience. 

By utilizing custom hardware 

and patented algorithms 

and through know-how 

transfer 3DSwitch and Sisvel 

Technology greatly simplify 

3D workflow, from shooting 

to delivering content to end 

users. 3Dready technology 

will be on display during IFA 

2009. 


had to jury-rig construction 

equipment to lift it off 

the ground for shots from 

above. The cameras, 

slightly set apart, had to 

be mechanically pointed at 

the subject and then locked 

into place to create the 

3D effect. To address the 

camera problem, Cameron 

collaborated with Vince 

Pace, a cinematographer 

and the founder of a 

Los Angeles based 3D 

production company. 

Together they developed 

and patented a so-called 

"fusion digital 3D camera 

system." This camera was 

first employed in Cameron’s 

2003 documentary, Ghosts 

of the Abyss, and has 

subsequently been refined 

and adapted. The camera rig 

now weighs only 50 pounds. 

The complete filming 

suite consists of a number 

of stereoscopic cameras 

that each use two camera 

lenses that can dynamically 

converge on a focal point 

with the help of a computer. 

With these cameras, 

the cinematographer 

can capture two images 

simultaneously and with 

perfect alignment both of 

which are crucial in 3D for 

sweeping camera moves 

and action sequences. 

During production, 

Cameron needed a way to 

review just-shot footage 

in 3D. Since no equipment 

existed to do this, Texas 

Instruments customized 

three large screen DLP TVs 

to allow a scene shot in 3D 

to be immediately reviewed, 

enabling on-the-spot 

directorial decisions. Those 

of us on the "technology 

side" of 3D should 

remember a point well 

made by Director Cameron: 

"Ideally, the technology is 

advanced enough to make 

itself go away. That’s how 

it should work. All of the 

technology should wave its 

own wand and make itself 

disappear." 

IFA International would like to thank 

Art Berman, Display Daily, www. 

DisplayDaily.com (published by 

Insight Media www.insightmedia. 

info) for the use of this article. 



When PICtUres Come ALIve 

There is no question that 

one of the big themes 

of this year's IFA show is 

3D. Technologies often 

accelerate in development 

when they change from 

analogue to digital and 

over recent years, TV set 

makers have moved from 

the CRT, where progress and 

development was gradual, 

to LCD and PDP which are 

developing rapidly. 

In the end, a display is a 

communication device, an 

interface. A TV without 

a viewer has no purpose. 

The better that the output 

interface (the TV) can match 

to the input interface (the 

viewer's perception), the 

better the connection, the 

closer the involvement of 

the viewer in the content 

that is being displayed. 

Humans evolved stereovision 

and if the display 

doesn't take advantage of 

this, it really isn't using the 

full bandwidth potential 

of the human 'perception 

interface'. 

Improvements in the speed 

of driving of PDPs and 

advances in LCD technology 

are allowing stereo images 

to be delivered to viewers. In 

the case of LCD, in monitors, 

we've seen double speed 

sets from companies such 

as ViewSonic and Samsung 

that can run each eye at 

full resolution to exploit 

the power of the latest 

graphics cards. There are 

real technical challenges to 

be overcome to make Full- 

HD 3D on LCDs successful. 

PDP makers have an 

advantage here. PDPs are 

fundamentally digital and 

have very fast response 

times, so they can maintain 

full resolution for each eye, 

something that we believe 

is very important to a great 

user experience. However, 

you also need to have the 

content in 3D and then to 

get it to the viewer. 

Over the last three or four 

years, Hollywood, led by 

Disney's Pixar studios but 

backed by others including 

Dreamworks Animation 

have developed some great 

content for viewing in 3D 

and studios are increasingly 

committing to making all of 

sPeCIAL feAtUre - 3d Comes ALIve 

meko’s bob rAIkes Looks At the onset of 3d teChnoLogIes 

Bob Raikes, 

Founder and President of Meko 

As the Blu-ray Disc Association 

announces official plans for 

incorporating 3D into the 

Blu-ray format, Hollywood 

appears on its side to be right 

behind the project. 

“Consumer adoption of Bluray 

continues to grow at a 

very steady pace,” said Bob 

Chapek, President, Walt Disney 

Studios Home Entertainment. 

“The 3D theatrical market has 

been very successful this year. 

We are just now seeing all of 

the true capabilities of 3D and 

with Blu-ray Disc’s superior 

technical characteristics, as 

well as the broad industry 

support of the format, it 

makes it the ideal packaged 

media platform for 3D home 

entertainment.” 

According to Victor Matsuda, 

Blu-ray Disc Association 

3D 

Home Master 

Source: SMPTE 

3D 

Production 

3D 

Line Event 

3D 

Post Production 

their content available in 3D. 

This has been made possible 

by the switch to digital 

cinema projectors that can 

deliver a really compelling 

viewer experience in 3D. The 

US movie and TV standards 

body, SMPTE, has developed 

its 3D Home Master concept 

to help the standardisation 

3D content. 

In times past, getting that 

content to the viewer in the 

home would have been a 

nearly impossible problem. 

TV viewers would have been 

limited by the decisions of 

broadcasters in supporting 

3D. Few broadcasters have 

really committed strongly to 

Global Promotions Committee 

Chairman, “The BDA intends 

to take full advantage of the 

format’s high bandwidth and 

capacity to achieve the very 

highest possible quality 3D 

experience.” 

“Just as Blu-ray Disc has paved 

the way for next generation, 

high definition home 

entertainment, it will also set 

the standard for 3D home 

3D 

Source Master 

3D 

Cinema Master 

HD, so the chances of them 

going quickly to 3D are 

very, very small. (Although 

BSKyB in the UK which 

has a good HD service is 

going to launch a single 

experimental 3D channel 

in 2010, although it will be 

half resolution to fit into its 

existing infrastructure) 

However, the Blu-ray Disc 

Association is going as fast 

as it can to finalise and 

publish a specification for 

3D content that can be 

played in FullHD in 3D on 

new players, but is also 

fully compatible with the 

existing 2D player installed 

base. The latest version of 

viewing in the future”, said Mr 

Matsuda. 

The BDA, comprised of major 

motion picture studio, IT 

and consumer electronics 

companies, is working on 

a uniform specification to 

ensure consistent delivery of 

3D content across the Blu-ray 

Disc Platform. The Association 

is examining a number of 

criteria and at a minimum, 

the HDMI interface, version 

1.4, which will appear in 

products in 2010 supports 

image transfer from a player 

to a display. 

That means that 3D content 

with high quality and high 

definition, in line with the 

Blu-ray aim to be 'the best 

quality viewing experience 

in the home', will arrive in 

the next year. 

The other enabler may 

well be what is known as 

'over the top' TV - that is 

TV that is supplied through 

the internet without the 

need for a conventional 

broadcaster. 

WALt dIsney stUdIos home entertAInment 

bACk 3d on bLU-rAy dIsC 

hoLLyWood bACks formAt As the “IdeAL PACkAged medIA 

PLAtform for 3d home entertAInment” By Gérard Lefebvre 

the specification will require 

delivery of 1080p resolution 

to each eye and backward 

compatibility for both discs 

and players, meaning that 3D 

discs will also include a 2D 

version of the film that can be 

viewed on existing 2D players 

and 3D players will enable 

consumers to playback their 

existing libraries of 2D content. 

12 www.ifa-international.org IFA International • Friday, 4 th September 2009 

Mobile 

BD / DVD 

Streaming 

Terrestrial 

Cable 

Satellite 

Disc 

Player 

DVR / STB 

AVR 

Game 

Video 

Camera

SPECIAL FEATURE - 3d ComES ALIvE! 

PANASoNIC INITIATIvE 

FUELS 3d dEvELoPmENT 

How mASAyUkI kozUkA IS dRIvINg FoRwARd 

PANASoNIC’S BLU-RAy ANd 3d dEvELoPmENT 

In April this year, Masayuki 

Kozuka was appointed 

General Manager, Storage 

Devices Business Strategy 

Office Corporate R&D Division, 

Panasonic Corporation. Here, 

he talks about his role in 

developing Blu-ray Disc, 

3D and other optical media 

for the modern-day digital 

lifestyle. 

You’ve had an interesting 

and varied career. Could 

you start by telling us 

about it… 

I’ve worked for Panasonic 

for 27 years. I have an 

engineering degree and 

after joining the company I 

spent a lot of time working 

overseas. I was in Hollywood 

for six years working on a 

variety of projects including 

the joint-venture with 

Universal Studios 15 years 

ago, which was a dream 

appointment because 

movies are my hobby. 

I was there as Project Leader 

on the development of DVD 

and then Blu-ray. I was also 

involved in a digital music 

distribution system long 

before the iPod appeared. 

The SD card was part of the 

music distribution system. 

It was developed in cooperation 

with SanDisk and 

the distribution side was in 

conjunction with Universal 

Music and BMG. 

In 2001 I was asked to 

concentrate on HD picture 

quality, specialising in 

compression and broadband 

distribution. So we started 

working with the studios to 

make the Blu-ray disc. 

You’ve been at the heart 

of Blu-ray discs since the 

start. What new ways do 

you think are needed to 

drive the demand for the 

format? 

From the studio point of 

view, a company like Disney 

whose main business is 

aimed at kids, is crucial 

because kids love to play 

games. Now, a DVD or Bluray 

disc can end up being 

watched once or twice and 

then forgotten but Disney’s 

discs offer much greater 

value because they are all 


packed with extra features, 

and of course the Blu-ray 

can have so many more 

extras than a DVD and much 

greater levels of interactivity. 

What is the roadmap for 

3D? 

After the demonstrations 

this year our CEO has said 

that he wants to start 

commercialising the system 

next year. We are not just 

thinking about a 3D TV and 

HDMI. We’re developing a 

player and discs. We’re also 

working together with the 

studios on developing a 3D 

disc. 

Are there differing 

systems for rendering the 

3D images? 

There are several 

intermediate formats but 

we don’t care about them. 

We are committed to the 

Blu-ray Association 3HD 

format. In terms of TVs we 

don’t need standardisation 

but we adhere to the HDMI 

cable standard and the Bluray 

format. Screen-wise, the 

challenge with LCD is that 

it reads the information line 

by line so 120Hz would not 

be enough. I think 240Hz 

would be sufficient though. 

Plasma, on the other hand, 

reads frame by frame so 

that works well and it has 

enough brightness. 

James Cameron is a big 

supporter of the 3D 

project. Have you met 

him? 

Yes. Funnily enough, two 

years ago I was involved in 

a joint-promotion with Fox 

and Disney for Blu-ray. They 

invited me to look at their 

joint-project with James 

Cameron to produce Avatar, 

his next film. The system had 

very nice picture quality and I 

was very impressed by what 

I saw, so I made an internal 

report saying that I thought 

that we should perhaps be 

thinking about developing 

3D. 

So this was the seed of 

the current project? 

Yes indeed. Plus we started 

providing Avatar with 

cameras plus LCD and 

Plasma displays. We arn’t 

a fully-fledged collaborator 

though, just a technology 

supplier. 

So the 3D rollout starts in 

2009. When will we see 

3D TVs in the shop? 

3D screens will start 

appearing in cinemas very 

soon but as for 3D DVD for 

the public, we are committed 

to having products available 

in the US market next 

year. In fact there’ll be an 

announcement at IFA this 

year with more details about 

our rollout plans. 


by Richard Barnes 

Masayuki Kozuka,General Manager, Storage Devices Business Strategy Office Corporate R&D Division, Panasonic Corporation. 

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celebrates its first 

birthday at IFA 2009. CEO 

Andrea Ragnetti talks 

to Richard Barnes about 

the 'sense and simplicity' 

that has characterised 

the sector's first year of 

operation. 


has added a broad 

spectrum of consumerlifestyle 

products to its 

traditional consumer 

electronics range. How is 

this evolving? 

Last year, I told you about 

the birth of Philips Consumer 

Lifestyle, which is the sector 

for which I am responsible. 

As we move towards our 

second birthday, in January 

2010, we are more and 

more focused on health and 

wellbeing. Within this vast 

domain, we have identified 

four key platforms for 

innovation and growth. 

We call them healthy life, 

personal care, home living 

and interactive living. 

The first one is our healthylife 

platform, which includes 

categories such as dental 

care, preventive health 

diagnostics, mother- and 

childcare, and lifestyle 

management. The personalcare 

segment is about 

looking and feeling good, 

and includes solutions in the 

areas of skincare, shaving, 

grooming, hair care and 

sleep. The third platform is 

home living, which includes 

categories such as coffee, 

water and air, indoor and 

outdoor cookery, and floor 

care. And finally, interactive 

living includes categories 

like home cinema, audio 

entertainment and lifestyle 

accessories. 

How is Philips' focus 

changing? 

Philips is transforming 

into a company focused 

on health and wellbeing, 

while delivering sense and 

simplicity. This applies across 

our three sectors: healthcare, 

lighting and lifestyle. 

Meet the visionaries 

oFFerinG a neW 

kind oF LiFestYLe 

In your keynote, you will 

be outlining the findings 

of a huge study that was 

undertaken by Philips this 

year. Without giving too 

much away, could you tell 

us a little more about this 

survey? 

This year, we embarked upon 

what we believe is one of 

the largest-ever consumerresearch 

studies in the in the 

field of health and wellbeing. 

We interviewed more than 

8,000 consumers across 

the world. They confirmed 

that, for most consumers, 

health is a rational concept, 

while wellbeing is a more 

emotional concept. Health is 

about physical health - being 

sick or healthy. Wellbeing 

is about the little events in 

everyday life: sharing time 

with family and friends, 

having time off from a hectic 

schedule, and enjoying 

moments of comfort, fun 

and caring. 

What are some of the 

new product categories 

Andrea Ragnetti, Executive Vice-President and CEO of Philips Consumer Lifestyle 

raGnetti positions phiLips For a 

heaLthier, WeaLthier Future By Richard Barnes 

that are flowing from this 

research? 

The research has given us 

deep consumer knowledge, 

which is the basis of the 

innovation roadmap we have 

identified for our sector. This 

roadmap has resulted in 

the four consumer lifestyle 

platforms for innovation and 

growth mentioned above. 

When we look at these 

four platforms, we see a 

mix of existing businesses 

and embryonic or emerging 

growth areas. In order to 

capture opportunities in 

all these areas, we need 

to leverage resources and 

creativity within the Philips 

network. 

An example of an area in 

embryonic stage is sleep, 

which is a primary source of 

human vitality and health. 

Sleeping is also one of the top- 

10 activities that contributes 

to people's wellbeing. Busy 

lifestyles, however, come 

with health risks caused by 

stress, poor sleep quality, bad 

nutrition and lack of activity. 

In the US, it's estimated that 

65% of adults experience 

sleeping issues. Only one in 

five of those adults seeks 

help with their problem and, 

for those who do, 50% are 

prescribed pills they find 

ineffective. Lack of sleep can 

negatively affect behaviour 

and relationships. At Philips, 

we are looking at clinical and 

non-clinical solutions to this 

challenge. This area provides 

clear opportunities for crosssector 

co-operation with 

Philips Lighting. 

In the professional and homehealthcare 

areas, Philips 

knows a lot about sleep 

management, respiratory 

care and non-invasive 

ventilation for conditions 

such as sleep apnea. For 

those of you unfamiliar 

with the condition, apnea is 

where people stop breathing 

repeatedly while asleep as 

a result of a blockage of 

the upper airway. Between 

18 to 20 million Americans 

suffer from the condition. 



Our recent acquisition of 

Respironics has driven our 

leadership in that field. 

At the level below clinical 

need, Philips is also creating 

solutions for millions of 

'problem sleepers', or 

consumers who have 

occasional sleep issues. Light 

is a key factor in that strategy, 

with different types of light 

impacting on energy levels 

and the body clock. 

Our Wake-up Light is one 

example of how we are 

making a positive impact on 

sleep patterns. The light's 

function to help you to fall 

to sleep - the dusk function 

- and a function to support 

a better wake-up, which we 

call the dawn function. 

Some of you will remember 

from our Simplicity 

Event that we have been 

investigating the benefits 

of blue light for some time. 

The recent acquisition of 

Respironics has brought us 

new expertise, which helped 

us to launch goLITE BLU. This 

is a product that emits blue 

light - the same blue light as 

the summer sky. Researchers 

have shown that blue light is 

converted into the chemicals 

that help our bodies to be 

active and energetic, and 

may lead to better sleep. 

Blue LED technology was 

recently used by NASA to 

adjust researchers' body 

clocks, in order to keep the 

team synchronised for the 

Mars probe mission. 

Are there other examples 

of consumer lifestyle 

categories at embryonic 

stage? 

Yes - lifestyle management. 

According to the World 

Health Organization, we 

are now less active and 

more overweight than at 

any time in history. The 

WHO recommends at least 

30 minutes of moderate to 

intense activity five times 

a week. The impact of this 

reduced activity can be seen 

in the rise of lifestyle-related 

diseases, such as cancer, 

obesity, heart disease and 

type-two diabetes, to name 

but a few. In fact, cancer is 

so prevalent that one in every 

two and a half people will 

suffer from it at some point 

in their lives. That means 27 

million new cancer cases 

before 2030. 


People want to be more 

physically active, but most 

can't find the time. The first 

step we have made to help 

people improve their life 

quality is a personal coaching 

and service platform called 

DirectLife. This is based 

on the simple idea that 

'what gets measured gets 

managed'. Here's how it 

works: DirectLife combines 

advanced technology - to 

track activity daily - with 

proven psychology in 

the form of step-by-step 

coaching. The solution shows 

you how to improve your 

physical fitness by making 

small changes to your daily 

routine. It can be as simple 

as walking in the park, biking 

to work or playing catch with 

your child. Based on your 

personal profile, DirectLife 

helps you to set balanced, 

achievable goals to become 

more active. It's not about 

sports - it's about learning 

how to gradually increase 

your everyday activity level 

and therefore to improve 

your fitness. 

DirectLife is being offered to 

companies on a group basis 

to boost employee fitness. 

It provides everything that's 

needed to get a company 

into shape. 

Your company has made a 

number of acquisitions in 

the fields of healthcare, 

lighting and consumer 

lifestyle over the past 

year. Could you please 

tell us more about these 

acquisitions and why you 

felt it was better to 'buy 

in' solutions rather than 

grow them in house? 

We engage in organic as well 

as inorganic growth. A recent 

example is our acquisition of 

Saeco International in Italy, 

which is one of the world's 

leading espresso machinemakers. 

This move makes us 

one of the leading coffeeappliance 

manufacturers 

in the world. It is also a 

category that has a very 

direct relationship with the 

wellbeing of people. Indeed, 

the acquisition of Saeco, 

along with the development 

of our Senseo range of 

coffee-makers, gives Philips 

a much stronger foothold in 

the 'coffee culture' sector. 

Through this acquisition, we 

are creating a new, dynamic 

market leader in coffee 

machines with excellent 

growth prospects for the 

future. 

It also makes total sense 

for Philips to establish a 

strong foothold in espresso 

machines. Our reputed and 

reliable brand in coffee 

appliances puts us in an 

excellent position to win in 

this space. With Saeco, we 

have acquired a company 

with massive experience and 

credibility in the espressomachine 

market and a 

strong management team, 

which has agreed to stay on 

following this acquisition. I 

believe Saeco's expertise and 

technical know-how, coupled 

with Philips' strong marketing 

and sales capabilities, 

will create a winning 

combination, allowing us to 

capitalise on the completely 

renewed range of espresso 

machine propositions that 

Saeco will be launching from 

September onwards. 

The enjoyment of quality 

coffee, along with the 

pleasant and positive 

experience this can create 

for consumers, ties this 

acquisition to the very heart 

of Philips' strategy to become 

the leading company in 

heath ahnd wellbeing. At the 

same time, the acquisition of 

Saeco is a real step forward 

in further positioning the 

Consumer Lifestyle sector 

for the future. We are now 

clearly entering a new phase 

of this process." 

Why do you think coffee 

drinking is becoming so 

much more important as 

a social activity? 

Attitudes to coffee vary 

widely from culture to 

culture, and individual 

preferences can change 

depending on the time of 

day. What's more, consumer 

tastes and preferences are 

constantly evolving. As a 

result, tracking consumer 

trends as they emerge is at 

the heart of Philips' strategy, 

enabling the identification 

of new markets and new 

opportunities for innovation. 

The home coffee market 

can be divided into several 

categories: instant, multiserve 

or drip-filter, singleserve 

open systems, singleserve 

closed systems, single 

serve espresso capsules and 

fully automatic espresso. 

Philips has a solution for 

consumers in each category. 

The espresso machine 

segment is generally regarded 

as the most valuable market 

space within the global 

coffee-appliances market, as 

it typically achieves doubledigit 

sales growth and profit 

margins. 

What strategy would you 

recommend for surviving the 

current economic slump? 

Forecasts about the impact 

of the financial crisis on 

the consumer industries 

remain unclear, but there 

are some small indicators 

of improvement in some 

markets. But to emerge 

stronger from the present 

downturn, the consumerproducts 

industry needs 

to return to the basics - 

delivering superior value 

to consumers, identifying 

new markets, creating new 

categories and running 

leaner organisations. 

Hall 22 / Stand 101 

IFA Intl Keynote 2009 

Andrea Ragnetti, CEO Philips Consumer Lifestyle 

4 th September 2009 - 9:45 to 10:30 

Philips Consumer Lifestyle focusing on consumer health 

and well-being. 


Exclusive Interview 

Boo-Keun Yoon 

President & General Manager, 

Visual Display Division 

Samsung Electronics Co., Ltd. 


We all love to DreaM! 

saMsung Keynote sets an optiMistic (anD huMan) 

tone for the ce MarKet By Richard Barnes 

Consumers continue to demand more emotional and self-expressive experiences from their technology products today. Samsung calls this 

phenomenon "Digital Humanism", and this is at the heart of President Boo-Keun Yoon’s keynote at IFA today. We asked Mr Yoon to give 

us a foretaste of his presentation… 

The technology products 

of the future must 

reflect individual values, 

lifestyle and cultural 

environment. Samsung's 

pursuit of the promise of 

"Digital Humanism" is the 

fundamental philosophy 

behind our future product 

plans. Samsung will 

introduce its latest products 

and highlight, through 

an "e-Story", the core 

values of our upcoming 

product portfolio: Essence, 

Engagement, Expression, 

Experience, Eco. 

Your upcoming product 

portfolio is based on 

what you term “Essence, 

Engagement, Expression, 

Experience, Eco”. Can you 

please explain this? 

"Digital Humanism" philosophy 

is based on five key elements: 

Essence: Products’ core 

values will be strengthened, 

so they deliver at the highest 

levels of performance 

expectation; 

Engagement: Products 

will be networkable and 

interoperable, so that 

consumers can share 

content, messages, and their 

daily experiences with others; 

Expression: Consumers 

will have greater choice in 

colour and design, to better 

reflect personality and 

environment; 

Experience: Products will 

emphasize intuitive interface 

and ease of use; 

Eco: Products will reflect 

consumers’ growing 

affinity for environmental 

awareness, emphasizing 

eco-friendly materials and 

energy savings. 

In the past, our focus 

was to embed the most 

advanced technology into 

our products. Today, our 

priority is to create harmony 

between our products and 

the five E that make the 

consumer experience more 

meaningful - and that is 

what Digital Humanism is. 

You have been with 

Samsung for more than 

30 years in various 

positions… Tell us a 

little about your past… 

and what would you 

say were your biggest 

achievements to date? 

I first joined the TV R&D 

Team and since then I 

have held various positions 

including at the European 

Lab, the Business Process 

Innovation Group and the 

Global Operations Team at 

the Visual Display Division. 

This rich experience gives 

me broad insights and helps 

me a lot in making critical 

decisions as President. 

My biggest achievement 

to date is the success of 

Samsung LED TV. 

I believe the success of 

Samsung LED TV is primarily 

due to our own Crystal 

Engine. At home, I have 

LED, LCD and PDP TVs so I 

can compare the experience 

and I clearly feel the 

difference of picture quality. 

There is a 'natural mode' in 

LED TV that is so vivid that 

makes me feel like I am in an 

alternative reality. I believe 

our customers can also feel 

the difference in picture 

quality and colours, and we 

have the results to prove it. 

You have claimed that you 

would like Samsung to 

move into the top position 

for brand recognition as 

a CE company by 2011. 

How do you aim to do 

that? What would you 

say is your “innovation 

philosophy”? 

When you change your way 

of thinking, your behaviour 

is changed, and so is your 

performance. 

Because of our salespeople's 

positive attitude and strong 

confidence that we are a 



global leader and Samsung 

was able to achieve the 

leadership in the TV industry 

- first in Europe and now in 

the US as well. Similarly, our 

development team strongly 

believes that we can develop 

better TV than competitors, 

and we did - from the 

Samsung Bordeaux LCD 

NIELS LEIBBRANDT 

Senior Manager Technology Marketing, 

Sony Consumer Marketing Europe, United 

Kingdom & Chairman European Promotion 

Committee, Blu-ray Disc Association. 

Ever felt the desire to create and perfect 

your own Home-Theatre system? What 

started as a hobby for Niels Leibbrandt 

and small company in designing and selling 

custom made speakers at the age of 

20, turned out to become the start of a 

professional career. 

Now years later, Leibbrandt is in the unique 

position to co-operate intensively with 

some of the most respected companies in 

the industry on best High-Definition home 

entertainment standard ever created. 

Niels Leibbrandt was elected Chairman 

of the Blu-ray Disc Association European 

promotion Committee per January 2009 for 

a two-year appointment. Leibbrandt brings a 

wealth of experience and modern marketing 

methods in the arena of introducing new 

entertainment formats. 

Before working within Sony Consumer 

Marketing Europe, on the marketing of 

new technologies and innovations, he was 

promoting home entertainment standards 

like DVD+RW within Royal Philips 

Electronics. Born in the Netherlands, he 

holds a B.Sc. as Commercial Technical 

Engineer and a M.Sc. in Business 

Marketing. 


TV to the "new species" of 

Samsung LED TV. 

"Ownership" is also key to 

my philosophy. During my 

thirty years working in the 

TV industry, I took care of 

it as it is my own business. 

Having that in mind, I have 

affection to every single TV 

that we have developed 

and sold. These TVs are like 

my own children. Since I 

love my job, I always think 

about how to continue to 

improve and innovate our 

offering and that focus and 

dedication pay off. 

You have been instrumental 

at Samsung in 

developing partnerships 

with companies like 

Yahoo in order to get 

the Internet on TV, and 

to this end, you said 

this was the future of 

TV. Just how important 

will this “convergence” 

become? What’s the 

roadmap for that? 

I believe that Internet 

services on the TV will have 

a major impact on TV sales 

in the near future; Actually 

we are already seeing 

that functionalities like 

Medi@2.0 are becoming 

more and more demanded 

by customers and are 

turning into an important 

differentiation point for TV 

manufacturers. 

With the continuous growth 

Blu-ray is again among the hot topics 

at this year’s IFA. Since making its 

breakthrough last year, the format has 

been growing strongly despite the difficult 

economic situation. The key reason for 

this is undoubtedly the fascination that 

Blu-ray provides: stunning cinema quality 

pictures in sharp HD quality, excellent 

sound, huge storage capacity and ease 

of use make Blu-ray a fashionable and 

cutting-edge medium – and not just in 

home cinema. 

It therefore comes as no surprise that 

Blu-ray will once again make a good 

impression at IFA 2009. What is surprising 

is how many Blu-ray innovations there 

are at the show. «The partners of the 

Blu-ray Disc Association are displaying 

lots of innovative products and features 

that not only raise the bar even higher 

in terms of picture and sound quality, 

but also provide potential new uses 

and intelligent solutions for the key 

interface between home cinema, IT and 

the internet», says Niels Leibbrandt, 

Chairman of the BDA EU Promotion 

Committee. In other words, IFA shows 

the full potential and complete diversity 

of the Blu-ray standard. 

However, as well as being at the forefront, 

the Blu-ray technology is also well 

positioned in terms of range. As a result of 

of online services, Internet 

infrastructure and usage, 

and the desire of consumers 

to be able to get online 

at any time and from any 

device, we see many reasons 

to believe that the Internetconnected 

TV market will 

grow exponentially in the 

coming years and that 

connectivity of televisions 

will be more and more 

valued by customers as 

Web functionalities on TV 

sets evolve.When saying 

that convergence is the 

future of TV, I believe that 

convergence will be a major 

element of competition 

between TV manufacturers 

in the next few years, and 

Samsung will be doing 

everything possible to be a 

leader in this market. I am 

sure that our strong assets 

in a wide range of devices, 

televisions, Blu-ray Disc 

players, mobile phones or 

set-top-boxes, will help us 

create new ways of enjoying 

multimedia content and are 

actively working in this field. 

Finally, how important 

is IFA as an event for 

Samsung, and why? 

Along with CES, IFA is the 

most important global fair in 

the TV industry. At IFA, we 

usually layout our road map 

and direction of strategic 

products while at CES we 

unveil those new products. 

IFA has its own European 

colour - it offers a unique 

combination of emotion, 

practicality and ecoawareness 

that makes IFA 

very meaningful event for 

TV industry. 


IFA International Keynotes 2009 

Boo-Keun Yoon, President & General Manager Visual 

Display Division Samsung Electronics Co. Ltd 

4th September 2009 @ 15:00 - 15:45 

Towards Digital Humanism; Dreams Made Real 

lower license costs, more 

hardware and software 

manufacturers have joined 

us on the BD journey 

worldwide – a major 

reason why the number 

of companies embracing 

Blu-ray continues to rise. 

Therefore, the range of 

players in all price classes 

and the number of 

available film and music 

titles are also growing. 

The wider choice, greater 

competition and additional sales channels 

are opening up new customer segments 

– and ensure constantly rising demand. 

For instance, more and more film fans 

are discovering the format’s qualities. 

«Word of Blu-ray’s capabilities and 

performance has spread throughout 

Europe», says Niels Leibbrandt. There is 

already a Blu-ray player in close to one 

in ten households in the EU, if you count 

Sony’s PS 3 and it is expected that 20% 

ADVERTORIAL 

Blu-ray Disc 

Technology wiTh greaT PoTenTial 

of European homes will be BD enabled 

by the end of 2011.The IFA, which 

traditionally sends out strong growth 

signals and motivates new sales, and 

the forthcoming Christmas business are 

two of the main reasons why the BDA 

expects a positive market development 

within 12 months – the Blu-ray market 

is booming. «I am sure that with the Bluray 

presence at IFA, we will also carry 

this momentum through into 2010», says 

Niels Leibbrandt. 


PRODUCT TRENDS 

SONY SETS OUT OBJECTIVES FOR 

EUROPEAN MARKETPLACE by Richard Barnes 

A NEw gLOBAL BRAND MESSAgE wILL hELP BRINg 3D TO 

ThE hOME, SAYS FUJIO NIShIDA, PRESIDENT SONY EUROPE 

Fujio Nishida, President Sony Europe 

Armed with the new brand message of ‘make.believe’, 

Sony is set to reinforce the role of the living room as the 

hub of home entertainment. Fujio Nishida, President 

Sony Europe, outlines how the company will meet the 

challenges of the European market. 

With the constant 

evolution of the way 

people use entertainment 

devices of different kinds, 

how is this affecting the 

grouping and sales of 

these products under the 

Sony brand name? 

We have indeed seen an 

evolution in the consumer 

electronics landscape both 

in terms of technology and 

devices, as well as the actual 

gateways to content delivery. 

The convergence of IT, CE 

and telecommunications 

now enables a multitude of 

new ways to enjoy content. 


However, the hub of 

entertainment in the home 

continues to be the living 

room and the TV naturally 

takes centre stage. Sony 

has been at the forefront of 

high definition, in Blu-ray, 

in video games, and in the 

creation of exciting content 

– through our pictures and 

music businesses – and its 

delivery to consumers. 

Similar to the adoption 

of HD, now 3D is clearly 

on its way to the mass 

market through technology, 

distribution and content. 

As with HD a few years 

back, there are a number of 

issues yet to be addressed, 

but Sony’s technological 

leadership, together with 

our ownership and unique 

understanding of all forms of 

content, means that we will 

be able to deliver the entire 

3D value chain, both to 

our customers in the movie 

creation and distribution 

business and, of course, to 

our consumers in cinemas, 

or at home on a variety of 

Sony devices. We will see 

the commercialisation of 3D 

Sony products for the home 

in 2010. 

Other exciting news for 

Europe is the launch of the 

PlayStation Network Video 

Delivery Service, which 

enables movie titles and 

episodes of TV series to be 

downloaded for purchase or 

rental to both the PlayStation 

3 and PSP. The service will 

initially go live in France, 

Germany, Spain and the 

UK. The PSN video delivery 

service currently available 

in the U.S. now offers over 

12,000 TV episodes and 

more than 2,200 movies, 

with more than 35% of 

those movies in HD. 

How has the world 

financial crisis changed 

the way Sony does 

business? 

The global economic crisis 

has irrevocably changed 

our businesses and the 

world around us. With an 

outlook on convergence 

and connectivity in the 

consumer electronics driving 

us forward, we could not 

anticipate the turmoil 

that would force us to reevaluate 

all that we do. 

One year later, it does seem 

that the lessons learned 

have brought productive 

and necessary change to 

our entire industry. Today 

we do not view ourselves 

as a company operating in 

the middle of an economic 

crisis, or waiting for one to 

pass. We are aggressively 

and strategically running 

our business in a new and 

permanently changed reality 

- one that we must meet 

head-on every day. 

How important is IFA to 

Sony in terms of getting 

your message out to the 

market? 

For the second consecutive 

year, Sony is presenting its 

entire breadth of products 

and content at the biggest 

booth for any single 

company at IFA this year. 

Being the world’s biggest 

consumer electronics fair, IFA 

continues to provide us with 

an excellent opportunity to 

present our products to a 

pan-European audience in 

time for the peak buying 

season, which this year will 

be even more crucial to our 

industry than in previous 

years. Most importantly, we 

are excited about the prime 

opportunity to interact 

directly with our customers 

and consumers and share 

the latest highlights which 

Sony as a global technology 

and entertainment brand 

has to offer. 

What can the consumers 

expect to see from Sony 

at IFA this year and the 

next few years down the 

line? 

At our IFA press conference, 

our Chairman, CEO and 

President, Sir Howard 

Stringer, made a global 

announcement, unveiling 

our new global brand 

message entitled ‘make. 

believe’. It symbolises 

Sony’s spirit of creativity and 

innovation, and its ability 

to turn ideas into reality. 

It is the first time we have 

ever introduced a single 

overarching brand message 

for all of our entertainment 

and electronics businesses 

around the globe. 

The key for us is how 

‘make.believe’ translates 

into compelling products, 

content and services for 

the consumer, all aimed at 

delivering unparalleled user 

experiences, which we will 

see come to life between 

now and during the years 

ahead. 

Being true to the spirit of 

‘make.believe’, Sony will 

bring 3D to the home in 

2010 and reinforce the role 

of the living-room as the hub 

of home entertainment, with 

exciting and outstanding 3D 

entertainment experiences. 




TOMORROW'S LIFESTYLE 

CHOICES TODAY 

MORE 'SENSE AND SIMPLICITY' FROM 

PHILIPS CONSUMER LIFESTYLE 


CEO Andrea Ragnetti 

introduced several 

spectacular new products at 

IFA yesterday, including the 

Cinema 21:9, the world’s 

first cinema-proportioned 

LCD TV set. 

Billed as the "ultimate 

viewing experience in the 

comfort of your own home", 

Cinema 21:9 recently won 

the EISA European Home 

Theatre Innovation award. 

Also featured was a 3D 

Cinema 21:9 prototype, 

which could indicate a future 

direction for the Dutch 

consumer-electronics giant. 

However, Ragnetti said there 


were no plans to launch 3D 

products commercially in the 

short term. The prototype 

was created by modifying 

a Cinema 21:9 set with 

updated firmware and the 

addition of a micro-polarising 

lens on the screen. 

Ragnetti also unveiled a new 

3D Blu-Ray prototype. The 

Blu-ray Disc format, with its 

high capacity and pristine 

picture quality, is a natural 

carrier for 3D. Philips is thus 

observing the development 

of the 3D market and is 

actively participating in the 

Blu-ray Disc Association's 

specification work. Philips' 

lifestyle products also 

received a boost with the 

introduction of the Senseo 

Quadrante and the Senseo 

Marcel Wanders coffeemakers. 

The latter, designed 

in collaboration with the 

award-winning Dutch 

designer, is aimed at styleconscious 

coffee enthusiasts. 

AvATAR'S JON LANDAU HELPS 

PANASONIC INTO THE THIRD DIMENSION 

Jon Landau, producer of the 

forthcoming 3D Hollywood 

blockbuster Avatar, was on 

hand to help Panasonic unveil 

their Full-HD 3D Plasma 

Home Theatre System. 

Said to be a world first, the 

system enables the viewing 

of full-HD 3D images on 

Panasonic's 103-inch plasma 

HDTV and a Panasonic Bluray 

Disc player, and is capable 

of distributing full HD (1920 

x 1080 pixels) for both eyes. 

The viewer experiences 3D 

images formed with twice 

LOEWE 

kEEPS UP THE 

PRESSURE 

The BlueTechVision 

Blu-ray player 

the volume of information 

than regular full-HD images 

by using a special pair of 

active-shutter glasses that 

work in synchronisation with 

the Plasma Theatre's HDTV. 

"The full-HD 3D experience 

is like entering a whole new 

universe," Landau said. "We 

were using Panasonic plasma 

screens in our edit suite, 

so it was natural for us to 

partner with them on the 

forthcoming Avatar movie." 

Panasonic also debuts the 

DMC-GF1 digital camera 

at IFA, billed as the world's 

High-end manufacturer 

Loewe has brought two 

new products to its range of 

systems in the form of the 

AudioVision audio system 

and the BlueTech Vision 

interactive Blu-ray player. 

The AudioVision system 

combines several products 

by being able to play CDs, 

DVDs and also having a 

built-in radio. The system 

can also be used with a USB 

stick or an iPod. It also plays 

CD R/RWs and DVD R/RWs. 

The BlueTech Vision Blu-ray 

The Senseo 

Quadrante: 

inspired by 

the latest 

minimalist 

design trends 


smallest and lightest system 

camera with built-in flash. 

The new compact model, 

which has an interchangeable 

lens system, also features 

AVCHD Lite for recording 

extended HD movies and 

networking with other AV 

devices. The DMC-GF1's 

functions include exposure 

meter, aperture preview 

and shutter-speed preview 

through the live view. 

(See also interview on page 

13) 


system com bines technology 

and aesthetics and is one of 

the fastest polayers currently 

available which allows the 

user to enjoy a film shortly 

after inserting the disc. The 

player supports BD Live 

and also has a 1GB internal 

memory. Another new 

product, the MediaNetwork 

is a new internet feature 

for flat-screen Tvs that also 

provides interactive access 

to music, digital photos and 

myriad radio stations. 


DEUTSCHE TELEkOM 

LOOkS FORWARD TO AN 

INTEgRATED FUTURE 

Niek Jan van Damme, the 

Deutsche Telekom board 

member responsible for 

T-Home, sales and services, 

believes that 2009 is all 

about the further integration 

of fixed-line and mobile 

networks. 

“The broadband market of 

the future will be dominated 

by easy-to-use products and 

services, alongside integrated 

service and sales,” he said. 

“Our market share of over 

40% of new DSL business is 

the platform for our success 

in the future.” 

Deutsche Telekom is 

introducing the T-Mobile 

Pulse at IFA. The smartphone, 

which is equipped with the 

Android operating system, 

supports the MyCommunity 

and Media Center services, 

and offers fast internet 

access with direct links to 

Google, Google Mail and 

Google Maps. 


Hall X.X / Stand XXX 



SAMSUNG TAKES THE LEAD 

IN LED 

Samsung's Michael Zoller: "Another step towards 

our vision of full integration" 

Samsung expects to sell around 

2 million LED TVs this year — 

which makes it a clear leader in the 

market, according to Boo-Keun 

Yoon, President of Samsung's Visual 

Display Division. Speaking at an IFA 

press conference yesterday, Yoon 

reported that Samsung is also now 

the global number two in mobile 

phones, with more than 200 million 

units sold and a 20% market share. 

"Our computer sales have also grown 


by 200% this year, with the N140 a 

particularly good seller," he added. 

"We are also investing $4.3bn in 

our Planet First initiative, in order to 

be more ecologically responsible." 

Michael Zoller, Marketing Director for 

Samsung's European visual office, 

also announced a new range of 

internet-enabled televisions, which 

feature a programmable, intelligent 

music channel. This allows the user 

to choose by genre and to input 

their musical preferences, which are 

then used by the system to provide 

recommendations. "The system can 

also be controlled from your mobile 

phone," Zoller said. "The TV also has 

a YouTube tab and we are also now 

starting to roll out Blu-ray players 

that can access YouTube videos. 

Another step towards our vision of 

full integration is that our HMX-U10 

camera has a single touch YouTube 

upload facility." 


LG'S BORDERLESS TELEVISIONS 

BREAK OUT OF THE BOX 

Lg's Ulrich Kemp: “Our new BORDERLESS televisions 

are both a technical and lifestyle reflection of 

everyone’s desire to strive for freedom" 

Korea's LG Electronics has been 

crossing borders for years — and it is 

doing it again with it new flat-screen 

BORDERLESS televisions. “Our new 

BORDERLESS televisions are both 

a technical and lifestyle reflection 

of everyone’s desire to strive for 

freedom,” said Ulrich Kemp, Chief 

Operating Officer of LG Electronics 

Deutschland. LG's SL9000 and 

SL8000 models, with a state-of-theart 

contrast ratio of 3,000,000:1, 

made their market debut at IFA 

and are the first TVs to completely 

eliminate the seam between the 

screen and the surrounding bezel. 

Other features include Bluetooth, 

HD DivX compatibility with a topend 

full-HD 1080p SuperIPS panel 

and TruMotion 200Hz, ensuring fast 

on-screen action. “It has taken years 

of R&D to make this unique design 

concept a reality,” said Simon Kang, 

CEO and President of LG Home 

Entertainment Company. He added 

that the LIVE BORDERLESS concept, 

which employs a new injectioncompression 

moulding technique 

developed by LG, will define LG's 

brand identity for years to come. 

“The BORDERLESS TV sets new 

standards in home entertainment," 

Kang said. "These televisions look 

better than any others on the 

market and the viewing experience 

they provide is second to none.” 




ON THE SHARP END OF TECHNOLOGY 

LCD TVS WITH LED BACKLIGHT TECHNOLOGY 

SET TO REVOLUTIONISE MARKET 

Next year will be the year that LCD 

TVs with LED backlight technology 

take centre stage, according to 

Sharp Electronics Europe's CEO, 

Hiroshi Sasaoka. 

"LED technology is a quantum leap 

for LCD TVs," Sasaoka said. "It is 

Sharp's new 

Aquos TV 

sets with full 

LED backlight 

technology 

NDS 

NEW DIGITAL 

SOLUTIONS 

NDS 

New digital 

solutioNs 

2009 

Sustainable 

Development 

Initiatives 

Dr. Christian 

Göke 

Chief Operating 

Officer, Messe 

Berlin 


revolutionising the future of the 

television market. LED backlight 

technology is bringing both image 

brilliance and energy consumption 

to new levels." 

Sharp is launching two new Aquos 

sets at IFA — the LE700E and 

Otmar Frey 

Head of 

Department 

Environmental 

Policy, ZvEi 

Publisher of 

IFA International 

IFA Special Edition 

Highlights of 

The EISA Green 

Conference 

Exclusive interview with 

Jorge Gonçalves, President, 

EISA 

Spotlight 

Green Products 

at iFA 

September_09 

LE600E, both featuring full LED 

backlight technology. With less 

than 100 watts, the new LCD TVs 

have amongst the smallest power 

consumptions worldwide. They 

also feature a 2,000,000:1 dynamic 

contrast ratio and constant screen 

illumination of over 90%. The sets 

are available in sizes ranging from 

32 to 52 inches. 

Sharp forecasts that, starting in 

2010, LCD TVs with LED backlight 

technology will become fi rmly 

established on the market, 

especially in Western Europe. 

The company also believes they 

will replace conventional LCD 

technology completely in the midterm. 

"We predict that, in 2009, the LCD 

TV market in Europe will grow to 

over 40 million units," Sasaoka 

added. "Sharp plans to sell two 

million LCD TVs in Europe this year, 

most of which already have the LED 

backlight technology." 


YourÊ bi-annualÊ GuideÊ toÊ SustainableÊ DevelopmentÊ 

InitiativesÊ inÊ ConsumerÊ Electronics 

YourÊCh anceÊt oÊP utÊY ourÊComp anyÕ sÊGR EENÊ 

FootÊF orward 

WithÊNDS ,Êyou rÊ companyÊ hasÊ theÊ chanceÊ toÊ promoteÊ itsÊ environmentalÊ 

friendlinessÊin ÊaÊp urpose-builtÊ publication! 

From the publishers of IFA International 

ConceivedÊ byÊ Cleverdis,Ê theÊ publishersÊ ofÊ IFAÊ International,Ê thisÊ isÊ aÊ specialÊ bi-annualÊ editionÊ 

helpingÊ channelÊ partners,Ê retailersÊ andÊ theÊ buyingÊ publicÊ understandÊ whatÊ makesÊ aÊ Ògr eenÓÊ 

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ThisÊ publicationÊ supportsÊ theÊ ideaÊ ofÊ harmoniousÊ balanceÊ betweenÊ peoplesÕÊ needsÊ andÊ theÊ 

Earth’s resources – the balance between benefi ts and costs on both a short and long term basis. 

WeÊ areÊ onÊ theÊ eveÊ ofÊ anÊ industrialÊ transformationÊ thatÊ aims,Ê weÊ hope,Ê toÊ leadÊ toÊ sustainableÊ 

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ButÊ theÊ marketÊ needsÊ toÊ beÊ EDUCATEDÊ aboutÊ whatÊ thisÊ allÊ meansÊ andÊ whyÊ itÕ sÊ important,Ê andÊ 

NDS is the FIRST PUBLICATION to do this. 

OurÊP artners: 


CONTACT: Jooree Cho - Tel: +33 (0)4 42 77 46 08 - jooree.cho@cleverdis.com 

METZ CREATES 

SOUND WAVES 

WITH IFA LINE-UP 

Metz comes to IFA with several new 

products, including two high-quality 

surround-sound systems. Both the 

Metz Sound System 80 and 100 can 

also be expanded into full 5.1 systems 

through the LS 5.1 add-on. 

The company is also premiering 

television sets with 32-, 37- and 42inch 

screens. All three models feature 

an integrated function for delayed 

viewing, which allows the viewer to 

interrupt an ongoing programme and 

watch it later. 

The Linus 37 FHDTV features an 

integrated Timeshift function that, by 

the end of this year, will be included 

on eight other models. 


NEW NAVIGON 

FUNCTIONS HIT 

THE STREETS 

Navigon's new smart functions now 

cover the 'last mile' from car to final 

destination. As well as making sure that 

you don't get lost on the road and on 

foot, Navigon also helps you find your 

car again. No more wandering aimlessly 

around multi-story car parks! Navigon's 

Last Mile function automatically saves 

the position where your car is parked. 

On the way back, just select My 

Vehicle to be guided back to your car. 

Navigon's smart functions are available 

on its entry, high-end and premium 

models. The company is also launching 

its new Live Services at IFA. Users of the 

premium Navigon 8450 Live and highend 

6350 Live devices can now access 

real-time information in 32 countries 

across Europe for a single annual 

subscription of e 79.95. 


TomTom launches its GO x50 LIVE flagship series 

at IFA. The three new portable navigation devices 

— TomTom GO 950 LIVE, GO 750 LIVE and GO 550 

LIVE — combine TomTom's IQ Routes technology 

with a fully optimised user interface. This makes it 

more intuitive and easier to operate, giving drivers 

all the information they need about their journey 

at a glance. Safety alerts and fuel prices are clearly 

displayed via the new LIVE snapshot function. Once 

on the road, drivers automatically receive real-time 

updates on their chosen journey. The TomTom GO 

x50 LIVE series also comes with an expanded LIVE 

Services offering. 



TOMTOM BEATS THE DRUM FOR GO x50 

LIVE SERIES 

NAVTEQ GIVES GREEN LIGHT TO TRAFFIC-ENABLED 

NAVIGATION 

A study commissioned by NAVTEQ shows that up to four days of your life each year could be saved from 

traffic delays by installing traffic-enabled navigation devices. Fuel efficiency savings of up to 21% and an 

average decrease of 0.79 metric tonnes of CO emissions are an additional benefit. At IFA, the in-vehicle 

2 

data specialist announces the European launch of NAVTEQ Traffic, a comprehensive real-time traffic solution 

that delivers uninterrupted data across 11 European countries. The Netherlands and Luxembourg will be 

added to the list of territories by the end of 2009. 

AdverTOriAl 

Sanus Systems unveils full-motion wall mounts 

Sanus Systems has announced the shipment of two new VisionMount HDpro Series full-motion wall mounts at IFA. The 

company is a division of Milestone AV Technologies which is the largest manufacturer of flat panel TV mounts worldwide. 

Steve Frank, Sanus’ Director of Product Management said the company has really listened to the needs of pro-AV installers 

and invested a lot of thought in the engineering of its HDpro products. 

“The features on the new XF228 and LF228, from post-installation adjustment to cable management, make it incredibly 

easy for an installer to create a professional TV display in any room,” said Frank, “and they can do it in significantly less 

time than is required to install mounts without these features.” 

Frank highlighted the benefits of the two new wall mounts. Both feature 

Sanus’ ProSet post-installation adjustment, he said, while the FollowThru 

cable management system conceals and routes cables through the length 

of the mounting arm without inhibiting movement. The mounts also feature pre-assembled interfaces and strong, ultralight 

extruded aluminium wall plates for ease of installation. Furthermore, both new products are weather resistant and 

can be placed outdoors. 

The XF228 and LF228 offer 28 inches (71 cm) of full-motion extension, Virtual Axis tilting technology for effortless 

viewing angle adjustment without the use of tools, and an open wall-plate design that provides generous space for 

cable management. 

The XF228 supports TVs from 42 to 63 inches (107 to 160 cm) and up to 200 lbs (91kg), and retails at e 499.99. The 

LF228 supports TVs from 37 to 58 inches (94 – 147 cm) and up to 130 lbs (59 kg), and retails at e 399.99. 

CONTACT: 

Inside Sales & Customer Service Department 

Milestone AV Technologies BV 

europe.sanus@milestone.com 

(p) +31 (0)40 2324700 

(f) +31 (0)40 2324710 

Visit Sanus @ IFA: Hall25 / Stand 125 



BOSCH GREENS 

UP ITS ACT 

PRODUCT INNOVATION 

AND SUSTAINABILITy 

TOP IFA AGENDA 

Introducing yet 

another batch of 

innovative products, 

Volker Klodwig, CEO 

of Bosch Household 

Appliances, admitted he 

was excited to be back at 

IFA. 

“Last year we were full of 

enthusiasm because we 

were introducing 200 new 

products," he said. "But this 

year, we have managed to 

bring along a further 100plus 

innovations. We have 

also grown our sales in 

both Germany and Austria 

— by 3.9% and 4.9% 

respectively — and we now 

have a total of 11.7% of 

the local market, which 

puts us in second place.” 

While the results are good, 

Klodwig is focused on 

offering ever better value 

to consumers: "We are 

determined to generate 

added value and we aim 

to remain the number-one 

company in Germany in 

terms of sustainability. Our 

idea of sustainability is very 

simple: we believe that, for 

every tree chopped down 

on behalf of the needs of 

consumers, another should 

be planted. And in order to 


spread the message about 

our ecological responsibility, 

we have evolved the Green 

Technology Inside logo. Our 

ultimate aim is to be able to 

clearly prove any and every 

claim that we make about 

our green credentials." 

Bosch is introducing a new 

dishwasher that uses a 

mere seven litres of water 

per cycle. Overall, the 

company is launching 83 

new products in the A++ 

energy category. "Our 

new dishwasher has the 

lowest water consumption 

on the market," Klodwig 

said. "That's a fine thing 

but, really, the message we 

want to send out is that 

this is a win-win situation 

for people and the 

environment."The same 

applies to Bosch's new 

fridges. "The fridge is an 

object that is on 24 hours 

a day and therefore offers 

many possibilities for energy 

savings," Klodwig said. He 

added: "We are looking 

forward to demonstrating 

these products to the 

approximately 3,500 buyers 

that we expect to visit our 

stand during IFA." 


Bosch's Volker Klodwig: "a win-win situation for people and the environment" 

MIELE BUILDS ON 80 yEARS 

OF MARkET LEADERSHIP 

Miele's Reinhard Zinkann: "We have withstood the difficult last year very well" 

Miele was the first 

company to produce a 

dishwasher in Europe — 

and that was back in 1929. 

"When it was launched, 

everyone said we were mad," 

said Reinhard Zinkann, CEO 

and co-owner of Miele, at the 

German company's opening 

Siemen's new discControl 

technology for ovens and 

cooktops is just one of the 

250 new products that the 

German home-appliances 

manufacturer is presenting 

at IFA. 

Energy efficiency is also at the 

top of Siemen's agenda, with 

a 350-strong range of ecoPlus 

appliances. "Siemens strives 

to be the innovation leader in 

energy efficiency," says Roland 

IFA press conference. "It was 

right at the beginning of the 

Depression and the machine 

cost the equivalent of a maid's 

wages for three years. But we 

stuck to our guns and, now, 

80 years later we can look 

back with pride at a machine 

that was highly efficient in 

Hagenbucher, Managing 

Director of Siemens Electrical 

Appliances. "Fifty per cent of 

electricity is consumed in the 

home and 50% of this is from 

home appliances. Our industry 

can be pushed towards 

more energy efficiency if 

we work hard." He adds: 

"Siemens offers lower energy 

consumption combined 

with optimum performance 

and convenience." Siemens' 

its use of both water and 

electricity. It needed only eight 

litres of water for 14 place 

settings. Today, after 80 years 

of dishwashing, our products 

provide shining examples of 

energy efficiency." Zinkann 

also pointed to his company's 

latest financial results which, 

overall, were down by a 

mere 1.3%. Its performance, 

Zinkaan said, was helped by 

an increase of 8% in turnover 

in Germany. "Compared to 

the industry in general, we 

have withstood the difficult 

last year very well," he added. 

"While the major appliance 

sector grew by 2.3%, Miele's 

share of sales grew by 11.3%. 

Miele is countering the slump 

thanks to new models, an 

exceptional brand image, and 

excellent sales and service 

structures." 


SIEMENS TURNS UP THE HEAT 

DISCCONTROL REINVENTS THE WHEEL FOR COOkTOPS 

Siemens' Roland Hagenbucher: delivering "lower energy consumption, performance 

and convenience" 

discControl device for its 

induction and ceramic 

cooktops — said to be a 

world first — is designed 

for convenience. According 

to Siemens' research, most 

consumers still prefer to use 

classic rotary controls on 

their cookers and discControl 

satisfies that demand with a 

modern twist. It is a smooth 

magnetic disk that spins 

to the required setting and 

then clicks in to maintain 

that setting. "This year, we 

are focusing on hobs and 

cooktops," Hagenbucher 

adds. "Our new power 

induction technology ensures 

that nothing gets burnt or 

boils over." Hagenbucher 

says the consumer's desire 

to save energy has been a 

driving force in maintaining 

healthy sales in Siemens' 

domestic market. "Our sales 

in Germany rose 4.3% in the 

first six months of this year, 

thanks to our increasing range 

of energy-efficient products," 

he says. 




MIXING IT WITH 

DE'LONGHI 

KENWOOD'S SILENT KITCHEN EqUIPMENT 

PREPARES TO MAKE A bIG NOISE 

The De'Longhi press 

conference focused on 

stylish, robust and practical 

and above all silent kitchen 

equipment from their 

Kenwood brand. 

Among the highlights 

were the new-look Chef 

Titanium Event, featuring 

a metal body and a 

brushed finish. The food 

mixer is as sophisticated 

on the inside as it is on the 

exterior: its state-of-theart 

technology includes a 

1,400-watt motor and the 

planetary whip system. 

Thanks to the quality of 

the workmanship, the 

Chef Titanium Event is 

also exceptionally quiet. 

The 4.5-litre mixing bowl 

allows the user to prepare 

Dyson are at IFA this 

year with new hand held 

vacuum machines, boasting 

constant suction and a 

smaller-than-ever motor 

which will mean innovative 

new “mini” products… 

but still with very high 

power – including patented 

“cyclonic” technology. 

Eric Geisser, Managing 

Director – Dyson says the 

machines will make cleaning 

even easier: “The launch of 

the new motor means no 

carbon dust edition, and 

enables the manufacture 

of a new hand-held which 

people can see for the first 

time at IFA!” 

The new-tech motor 

develops up to 68 air 

watts. Autonomy is from 


ingredients for large dinner 

parties. 

Another Kenwood innovation 

with a large capacity is 

the Multipro Excel FP 972. 

HITTING IFA WITH 

A TINy CyCLONE 

6-10 minutes depending 

on which power setting is 

selected. 

This is Dyson’s first official 

appearance at IFA. According 

to Mr Geisser, “We are 

The food mixer has a 

1,200 watt motor, as well 

as a 1.5-litre liquidiser and 

a 4-litre processing bowl. 


DySON CONTINUES TO REvOLUTIONISE 

THE vACUUM CLEANER bUSINESS 

number three in Germany, 

so it’s only natural we 

should be at IFA!” 


Eric Geisser demonstrates new machines and “tiny” motor 

Dyson’s presents most advanced motor 

technology for vacuum cleaners 

Dyson’s latest motor technology powers the most advanced 

handheld vacuum cleaners. The Dyson digital motor V2 has enabled 

Dyson to engineer small and light machines with constant, strong 

suction. 

Dyson press conference 

4 September, 12.00, Hall 4.1/204 

AdvertoriAl 



LG STEAMS AHEAD 

INNOvATION AND SUSTAINAbILITy ARE THE CORE 

DRIvERS fOR LG’S ExPANSION GOALS 

Young Ha Lee, President and CEO of LG Electronics Home Appliance Company 

As Korean manufacturers 

attempt to position 

themselves in a white goods 

market traditionally 

dominated by European 

companies, a whole 

range of innovative 

products is emerging 

onto the marketplace. 

One of the prime movers 

is LG Electronics Home 

Appliance Company, the 

first Korean manufacturer 

to launch an 11kg washing 

machine onto the market. 

Richard Barnes talks to 

Young Ha Lee, President 

and CEO of LG Electronics 

Home Appliance Company 

about some major new 

developments. 

Can you briefly introduce 

your new 11kg washing 

machine? 

The new 11kg washing 

machine features the 

industry’s largest 11kg 

wash load and 78 litre drum 

volume in a standard 61cm 

cabinet. The core benefit for 

consumers is that they don’t 

have to wash as frequently 

and it uses less energy for 

each wash cycle. In terms 

of energy efficiency, there 

are less moving parts which 

means that the machine 

is far more efficient. The 

absence of a belt system 

also provides a much greater 

internal capacity so you can 

wash far more items, and 

much bigger items, at a 

time. 

What are the core 

technologies and features 

behind the new machine? 

Firstly, there’s the Direct 

Drive Technology, which 

enables LG’s Direct Drive 

motor to eliminate the 

belt and pulley to create 

one single, quiet, durable 

motor attached directly 

to the drum. This helps to 

maximise the inner space of 

the washing machine and 

saves a lot of energy. Other 

new technologies include 

our new damping system, 

which helps to reduce 

the washing machine’s 

vibration. LG’s cutting-edge 

steam technology helps 

eliminate allergens, mites 

and even detergent residue 

from clothing and linens 

for people with allergies or 

sensitive skins. 

LG has been instrumental 

in developing the use of 

steam. Could you please 

tell us more? 

When you think about it, 

the way we do laundry 

hadn’t really changed for 

decades. So it was a case 

of completely rethinking 

the machine, challenging 

not just aesthetic design or 

secondary features but the 

fundamentals of laundry 

itself. That’s where the 

idea for steam instead of 

just water came from, and 

obviously it’s revolutionising 

the laundry industry. Steam 

helps to minimise the pain 

of laundry, and I think that’s 

why it’s such a success with 

consumers as they move 

over to it. 

But probably the biggest 

news with our steam cycle 

is the Allergiene function. 

This steam literally dissolves 

allergens, and it kills 

dust mites, germs and 

parasites – that’s a massive 

breakthrough. 

What are the other major 

developments that have 

happened over the past 

year? 

Clearly, energy efficiency 

isn’t a ‘nice-to-have’ any 

more, it’s an elementary 

part of appliances and it’s 

been fascinating to watch 

over the past year or so as 

it’s risen to become a major 

purchase motivator for 

consumers. 

It’s obviously even more of a 

concern as consumers look 

to save money in the current 

global economy, but needless 

to say they don’t want to 

compromise on innovation 

and performance, so our big 

challenge is to meet both 

those challenges. 

Is there any change in 

your strategy caused by 

economic downturn? 

We’re focusing on core 

capabilities, the real hero 

products and innovations, 

to keep sustainable growth 

on m/s and profitability 

in advanced markets. 

And we’re preparing for 

expansion, specifically the 

with the built-in market in 

North America and Europe, 

the oven market in North 

America, and bagless 

vacuum cleaner market in 

Europe (short-term) and 

North America (mid/longterm). 

Those are our big 

goals for the near future. It’s 

exciting! 


Hall X.X / Stand XXX 


SONy'S GREEN COMMITMENT IS 

“PART Of THE COMPANy DNA” 

SONy'S ExECUTIvE vICE-PRESIDENT, EUROPE, SERGE fOUCHER, OUTLINES 

THE COMPANy'S INTEGRATED ENvIRONMENTAL COMMITMENT 

Serge Foucher, Sony's 

Executive Vice-President, 

Europe 

Green practices are, according 

to Serge Foucher, Sony’s 

Executive Vice-President, 

Europe, deeply integrated 

into the company's structure 

and overall ethos. The 

electronics giant is, alongside 

its competitors, profoundly 

aware of the mood among 

consumers, who increasingly 

demand bona fi de green 

practices by manufacturers, 

preferably accompanied 

by accountability and 

transparency. Greenwashing 

has, it seems, made us all a 

bit more cynical. 


Environmental practices are 

very much integrated into 

every aspect of the company, 

from manufacturing through 

to R&D and even our 

marketing,” said Foucher. 

“It’s genuinely part of our 

process and it has been for a 

long time. As far as I know, 

Sony was the fi rst Japanese 

company to issue a report 

detailing its environmental 

impact and, as a result of 

having been involved in 

ecological activities for so 

long, it’s part of the company 

DNA.” 

The company may well be 

exemplary in its conduct but 

there is always more that 

can be done: “Our future 

environmental efforts will be 

heading in three directions. 

The fi rst is to reduce the 

impact on the environment 

caused by the life cycles 

of our products and the 

reduction of greenhouse 

gasses,” Foucher said. “The 

second area in which we are 

upping our game is chemical 

substances. This might not 

be a very sexy area in terms 

of PR, but the management 

of chemical substances is 

hugely important. It requires 

a lot of work and does make 

an important difference. The 

third area is the development 

of a recycling scheme for 

fi nished products.” 

CO 2 gasses come from three 

main sources, continued 

Foucher. “Greenhouse 

gasses come from 

manufacturing, the energy 

consumption of our products 

and transportation,” he 

said. “If you look at the 

quantities of emissions from 

these three sources you 

see that one of the main 

contributors of gasses is the 

electrical consumption of 

our products. This is why 

the company is determined 

to drastically reduce the 

energy consumption of all 

our products but particularly 

with the TVs. 

Our sets now have heavily 

reduced energy consumption 

and even on standby mode 

and in the remote controls, 

there has been signifi cant 

progress in cutting down 

consumption. I think that 

there are still a lot of people 

who do not realise that the 

standby consumes energy. 

Consequently, we have cut 

that back to between 0.1 

and 0.2 watts, whereas the 

maximum recommended by 

the European Community 

is 1 watt and we are well 

below that. In fact, in 2007, 

we were given an award by 

the EC for our extremely low 

standby mode consumption 

of the Bravia TV.” 

Manufacturing is also 

an important source of 

emissions with Sony’s total 

manufacturing process 

producing 2 million tonnes of 

CO 2 . “Even though we are a 

long way from being one of 

the planet’s biggest polluters 

we are constantly making 

more efforts to reduce our 

emissions,” Foucher said. 

In our European 

manufacturing operations 

we managed to decrease 

our CO 2 output by 90% 

between 2000 and 2008. In 

2000 it was 93,000 tonnes 

and by 2008 we had got it 

down to 9,000, which was 

made possible by working 

in two areas. We reduced 

the energy consumption of 

our manufacturing processes 

and sites plus we switched to 

100% renewable electricity 

and consequently achieved 

a drastic reduction. The only 

things that now create CO 2 

are the heating systems, airconditioning 

and the cars of 

our employees, which are 

very diffi cult to reduce.” 

Sony has even started 

creating its own electricity: 

“Of course, the electricity 

that we buy has in part been 

created by solar energy but 

we have also installed panels 

in some factories where there 

is enough sunlight, such as in 

Stuttgart,” Foucher said. 

The fi nal area that the 

company has been focusing 

on is logistics and transport: 

“We’ve done obvious things 

such as shifting away from 

trucks to using railways 

much more, but we have 

also seriously rationalised our 

transport operations,” he 

said. “So on the factory and 

manufacturing side, I think 

we’ve taken things as far 

as we can for the moment, 

but for sure there are plenty 

of areas within our product 

ranges that can still be 

improved.” 



Discover the Consumer Lifestyle World! 

Daily, starting at 10 a.m., trade visitors will be able to obtain background information on industry 

trends and product debuts relating to key topics at IFA 2009. Morning daily tours for trade visitors 

will begin at 10 a.m. at the Trade Visitor Reception in Hall 1.1 / 2.1 at the South Entrance. Afternoon 

tours will begin daily at 1.30 p.m. in Hall 24. Eight theme tours are scheduled, with visits to 3 to 4 

leading brand manufacturers respectively. 

TOpIcS OF ThE mORnIng TOURS FOR TRADE VISITORS 

TOpIcS OF ThE AFTERnOOn TOURS FOR TRADE VISITORS 

home cinema (TV and audio) 

Home Cinema represents a genuine home movie 

experience and conjures a desire for higher quality sets for 

listening and viewing. 

IpTV / web TV 

With IPTV, viewers are able to receive TV programmes via an internet 

connection. As well as allowing telephone and internet access 

a telephone connection also makes it possible to watch television. 

Web TV enables broadband transmission of television programmes 

and movies over the internet. The only difference is in the quality of 

the transmissions. 

Wireless hDTV 

The first wireless television sets in full high-definition 

quality are one of the highlights at IFA. All connections are 

wired into an external media box which transmits wireless 

audio and video signals to the television set with no loss in 

quality. 

Entertainment centres / 

media servers 

Media centres represent a collection of numerous multimedia 

programmes on a common graphical user interface 

(media servers). They combine devices which store mp3 or 

mpeg files and play them back over a television set or hifi 

system. 

TRADE VISITORS’ TOUR 

IFA 2009 

3D TV 

3D television is a hot topic at IFA. 3D television captures 

numerous different viewing angles and employs a 3D 

screen to realistically reproduce TV programmes in three 

dimensions. 

Large home appliances – 

ecology 

The manufacturers of domestic appliances have long been aiming 

to employ modern concepts to improve energy efficiency and 

increase resource savings. Thus from 1997 to 2007, a 30 per cent 

increase in energy savings was achieved for washing machines, 

40 per cent for dishwashers, and even around 45 per cent for 

refrigerators. 

Digital imaging (photos / videos) 

Digital imaging describes all stages of electronic image processing. 

Source materials are digital images and videos produced by digital 

cameras, but also slides and negatives digitalised using scanners. 

Digital imaging consists of processing, editing, archiving and 

presenting these media using computers, as well as printing and 

duplicating photos. 

Small home appliances – 

lifestyle 

The latest domestic appliances not only make life better and easier, 

but are also pioneering lifestyle trends with easy-to-use, stylish 

control panels, intelligent technology, outstanding design and 

efficient energy usage. 

Please note: the guided tours are all in German, there are no English ones.

trade news 

Increase In retaIl trade 

VIsItors UnderlIned 

retaIlers’ cooperatIVes from soUthern 

eUrope at Ifa for the fIrst tIme 

In 2009 leading distributors 

from Greece, Portugal, 

Spain and Turkey are 

represented at IFA for the 

first time. Members of 

the Representations from 

southern Europe will be 

on hand with services 

and expertise to provide 

answers and information 

to trade visitors in their 

respective languages. 

Trade visitors interested in 

meeting retailers from these 


countries can get in touch 

with the representations 

in question. The European 

Representations are located 

at the International Trade 

Visitor Reception in Hall 2.2. 

Greece 

Diaktis is one of eleven 

major distributors, with an 

annual turnover of around 

EUR 4 million. Products sold 

by Diaktis have a market 

share of around 18 per cent. 

PartIcIPate Part IN 

the IFa IF INterNatIoNal 

Buyer's survey… aNd 

WIN! 

If you are a professional international buyer, we’d like to know 

what is important for YOU when coming to IFA! 

This is your chance to express your views, with the chance of 

your comments being published in the new “Buyer’s Corner” 

section of IFA International! 

Fill-out our questionnaire online – on www.ifa-international. 

org/buyers - and win one of many great prizes, including free 

admission to several Berlin attractions, cultural venues or 

nightlife spots! 

international 

Official Daily News Source for International Visitors at IFA 

Diaktis’ leading retailers, 

such as Germanos (14%), 

Multirama (8%), Plaisio 

(12%), Fnac (5%), Carrefour 

(5%), Kotsovolos/Dixons 

(8%), Ilektroniki Athinion 

(5%), MediaMarkt (20%) 

and Public (5%), represent 

80 per cent of the market in 

Greece. Diaktis cooperates 

with affiliated distributors in 

Bulgaria, Romania, Albania, 

Macedonia and Cyprus. 

Greece has a population of 

approximately 11 million, 

50 per cent of whom live 

in Athens, with another 20 

per cent in Thessaloniki and 

Patras. 

Trading is divided up among 

24 distributors, nine major 

retail branches, around 

2,800 retail stores and some 

12,000 electronics operator 

stores. Products and brands 

marketed include Sony, 

Microsoft, Madcatz Comp 

and aqipa accessories for 

electronic equipment. 

Contact: George Paraginis, 

managing director and coowner, 

paraginis@diaktis.gr 

Italy 

in3net is one of four major 

sales organisations and 

works for distributors such 

as Brightpoint Italia, Esprinet, 

Softeam, Executive, Botari 

Car, etc. With its numerous 

products in3net has a 

market share of 33%. With 

approximately 80 % of the 

market, the leading retailers 

in Italy are Mediaworld/ 

Saturn 26%, Euronics/ 

Groups 22%, Expert Group/ 

MarcoPolo 12%, Trony 

(8%), UniEuro (8%), Fnac, 

ELDO, Carrefour, Auchan, 

Darty, Copre, Conforama, 

Elite, SuperMedia, etc. Italy 

has a population of around 

60 million. 60 per cent live 

in the provinces north of 

Rome. Trading is split up 

among some 50 distributors, 

12 major retail branches and 

around 14,000 operator 

stores. in3net markets 

products and brands 

from HTC, Acer Comp, 

BUYer’s VoIce 

“IFA is definitely the 

place to meet the 

right people and 

make decisions on a 

European scale.” 

In this section, every 

day we will field the 

thoughts and opinions 

of key buyers at IFA. In 

this first edition, we are 

very happy to welcome 

Ulric Jérome, Executive 

Director and New 

Business Line Director – 

PIXmania Group. 

IFA International: 

What are your main 

reasons for coming to 

IFA? 

There are four main 

reasons for us to come to 

IFA. The first is to meet 

our current partners, 

the second is that this 

tradeshow offers a 

very good opportunity 

to actually meet their 

European management. 

We also have the greatest 

showroom to discover 

new product lines and 

trends. And last but 

not least we meet new 

brands to add them to 

our product portfolio. 

How are your 

company's supply 

strategies changing at 

the moment? Why? 

The so-called “crisis” 

made us work closer with 

the brands. The crisis 

mostly hurts traditional 

high street shops. 

E-commerce has not 

been affected. The global 

online business in Europe 

across the 27 countries 

knows an average growth 

of 25 to 30%. If the 

average basket lowered 

down a bit, the number 

of orders increased 

significantly. 98% of our 

business consists of a 

direct relationship with 

Brands. Brands need a 

better leverage online 

and attend to work more 

with the main European 

top 5 ecommerce players, 

among whom we offer 

the largest coverage in 

terms of countries … 26! 

As they now more and 

more embrace the longterm 

relationship with us, 

they invest more in some 

communication tools 

online such as the shop 

in shop dedicated to their 

image and products. 

How have issues 

of sustainable 

development been 

affecting your 

purchasing decisions? 

We’ve always been very 

cautious, as part of the 

strategy, as to the quality 

of our products meeting 

customer needs. The 

complexity of Europe 

means we have to address 

each market by country 

in term of product but 

also in term of local 

legislation. The perfect 

example is the complexity 

of dealing with Waste 

Electrical and Electronic 

Equipment (WEEE) where 

implementation and time 

lines have been different 

How important is IFA 

for you as a forum 

for learning more and 

"networking" and 

why? 

IFA is more and more a 

key event for us. We have 

50 people going to IFA 

(buyers and sales people). 

IFA is definitely the place 

to meet the right people 

and make decisions on a 

European scale. 

Ulric Jérome, Executive Director and 

New Business Line Director – PIXmania 

Group. 


LG, Blaupunkt Car, aqipa 

accessories for electronic 

equipment, ApolloBell and 

mobile sat nav devices. 

Contact: Marco Verderio, 

managing director and coowner, 

marco.verderio@in3net.net 

Portugal 

Concentra is one of six major 

distributors in Portugal, 

with a focus on sports and 

games, and has a market 

share of around 24 per cent. 

The first Nintendo branch 

was opened by Concentra. 

With approximately 80 % 

of the market, the leading 

retailers in Portugal are 

MediaMarkt (35%), Worten 

(25%), Fnac (5%), Carrefour 

(8%), Auchan (5%), staples 

ADVERTORIAL 

(5%) and Radio Popular 

(12%). 

Portugal has a population of 

over 11 million, 70 per cent 

of whom live in the north 

and around 10 per cent of 

whom live in Lisbon and 

Porto. Trading is divided up 

among 16 distributors, seven 

major retail branches, more 

than 2,500 retail stores and 

4,000 operator stores. 

Contact: Miguel and Ricardo 

Feist, managing directors 

and co-owners, 

Miguel.feist@concentra.pt 

Spain 

Esprinet is the largest 

distributor with an annual 

turnover of EUR 600 

million, and has more than 

12,000 online customers. 

Esprinet sells more than 

80 international brands 

and products from HP, 

IBM, Acer, Asus, Toshiba, 

Samsung, JVC, Philips, 

Navigon, ApolloBell and 

Aqipa. Depending on the 

distributor Esprinet takes 

care of major retailers such 

as MediaMarkt, Saturn, El 

Corte Ingles, PC City, Fnac, 

Carrefour, Auchan, Urende, 

MDH, Miro and Master. 

Spain has a population of 

around 47 million, some 20 

per cent of whom live in the 

four largest cities, in Madrid, 

Barcelona, Valencia and 

Sevilla. Trading is divided up 

among 10 distributors, some 

eleven major retail branches, 

4,500 retail stores and more 

than 16,000 operator stores. 

Turkey 

Nortec Eurasia is one of 

seven major distributors of 

electronics products. With 

its numerous products 

Nortec Eurasia has a market 

share of around 22 per 

cent. With a market share 

of 80 per cent in Turkey, 

the leading Nortec Eurasia 

retailers are TeknoSA 

(24%), MediaMarkt (20%), 

Electroworld (10%), Bimeks 

(10%), Darty (5%), Vatan 

(6%), Gold (5%), D&R, 

Vestel, BestBuy and Fnac. 

Nortec Eurasia cooperates 

with affiliated distributors 

in seven major countries, 

among them Kazakhstan, 

Uzbekistan and Israel. 

Turkey has a population of 

approximately 80 million. 

60 per cent live in the 

seven largest cities such as 

Istanbul, Izmir and Ankara. 

Trading is divided up among 

60 distributors, 16 major 

retail branches, around 

4,500 retail stores and 

more than 40,000 operator 

stores. Trading companies in 

Turkey generate an annual 

turnover of more than EUR 

14 billion. Products and 

brands marketed include 

Nintendo, Nintendo Games, 

Madcatz accessories, 

Navigon mobile navigation, 

and aqipa accessories for 

electronic equipment. 

The leading retailers’ 

cooperatives will be 

continuing their traditional 

partnerships at IFA 2009. 

They have achieved their 

aim of ensuring that the 

world’s leading trade show 

for consumer electronics 

and home appliances now 

reflects the interests of 

cooperating retailers to an 

even greater extent. The 

entire range from both 

sectors is now available 

to specialist retailers at a 

single location. The retailers’ 

cooperatives are also closely 

involved in the planning 

of the International Trade 

Visitors’ Centre and the 

various discussion forums at 

IFA. The services provided 

by the cooperatives and 

IFA for visiting retailers are 

rounded off by a number of 

special packages for trade 

visitors from Germany and 

from around the world. 

This will help to ensure that 

IFA provides a common, 

professional platform for 

the worldwide consumer 

electronics and home 

appliance sectors, as well as 

serving as an exhibition and 

convention venue where the 

trade can meet and place 

orders. This combination 

of the two sectors gives 

retailers and trade visitors 

access to an unprecedented 

diversity of products and 

services. IFA has entered into 

a strategic partnership with 

EURONICS International. 

EURONICS International 

EURONICS International, 

under the leadership of 

EURONICS Deutschland 

eG, will have its own 

display area at IFA 2009, 

presenting the goods, 

services and shop concepts 

that are available from the 

international EURONICS 

sales organisations. 

trade news 

Ifa 2009 contInUes 

tradItIonal 

partnershIps wIth the 

retaIlers’ cooperatIVes 

electronIcpartner, eUronIcs 

InternatIonal, expert, telerIng and 

eK/serVIcegroUp BacK In force 

expert 

The well-established and 

reliable partnership with 

the worldwide retailers’ 

cooperative expert is also 

being intensified. At IFA 

2009, expert will have its 

own stand, serving in the 

traditional way as a focal 

point and communications 

base. 

34 www.ifa-international.org IFA International • Friday, 4 th September 2009 

Hall 23 

Hall 1.2 

telering Marketing GmbH 

& CoKG 

The third link in the chain 

of cooperatives working 

hand in hand with |FA is 

telering Marketing GmbH 

& CoKG, which will be 

actively supporting IFA. 

As in previous years, 

during IFA 2009 telering 

Marketing GmbH & CoKG 

will be represented with 

its own large stand at 

the international retailers’ 

reception area. 

Hall 2.2 

ElectronicPartner 

ElectronicPartner is putting a 

great deal of effort into its 

stand at IFA, where visitors 

can see for themselves the 

work that the organisation 

carries out on behalf of 

consumers in terms of 

innovation, design and 

lifestyle. 

Hall 18 

EK/servicegroup 

A partner of IFA since 

2008, EK/servicegroup 

is a retailers’ cooperative 

organisation concentrating 

on home appliances. This is 

yet another way in which IFA 

emphasises and strengthens 

its focus on international 

specialist retailers. 

Hall 3.1 

Hall 1.2 

Hall 2.2 

Hall 18 

Hall 3.1

trade news 

the reseller Park at IFa 

ProFessIonal “hub” 

In our preview edition, 

we already had a quick 

tour of some of the key 

exhibitors at the Reseller 

Park at IFA. In this edition, 

we asked Jan Nintemann, 

initiator of the Park, to 

give us some more detail 

about who we might find 

at this BtoB platform. 

In addition to the mobile 

specialists we mentioned in 

your last edition, traditional 

CE / IT segments are present 

at the Reseller Park, such as 

Creative Labs (Sound) and 

Aver Media (PC Multimedia 

environment). Aver Media is 

one of the leaders in design 

and production of digital 

multimedia products for 

future TV solutions. 

Furthermore, accessory 

specialists like Bandridge 

from the Netherlands, 

operating in 55 countries 


and ambitions to now 

expand into the German 

market will surely have a 

lot to offer for specialist 

dealers. Another product 

field is represented by Lexar 

in the Reseller Park-Business 

Lounge who is worldwide 

at the forefront of memory 

products. 

Represented with a bigger 

booth at Reseller Park, 

Kodak will introduce their 

innovations in the imaging 

market, offering end 

consumers, business clients 

and professionals customerfriendly 

and unlimited 

possibilities for the handling 

of photos and videos. 

Highlights are digital frames 

with integrated rechargeable 

batteries, the new pocket 

video camera Kodak Zi8 

as well as the new digital 

cameras Kodak EasyShare 

Z950 and M381. Particularly 

interesting is the launch of 

their new all-in-one-inject 

printers ESP 3250 and ESP 

5250; an enlargement of 

Kodak’s portfolio offering 

quality, performance and an 

attractive price. 

There are plenty more 

exhibitors and media 

partners participating in this 

year’s Reseller Park – this 

makes it definitely worth a 

visit! 

The Reseller Park is 

again this year in hall 9, 

where the main theme 

is Communication with 

emphasis on Mobile and 

Navigation. Nevertheless, 

the Reseller Park represents 

the whole basket of goods 

for CE at IFA. The focus is 

definitely the trade visitor. 

Our attractive niche defines 

itself as an exclusive market 

place in the field of B2B(2C) 

with the aim to optimise 

communication between 

business associates, vendors 

and customers, suppliers and 

marketers and also between 

the press and customers. 

Especially in times of critical 

economic constraints the 

need for conversations 

increases and gains in 

importance. This is also 

something that the Reseller 

Park provides the exhibitors 

and trade visitors with – lots 

of expert discussion! 



going out 

> 

Mercure Hotel & 

residence Berlin 

cHeckpoint cHarlie 

All you need for Business 

& Relaxation... 

The 4 star Mercure Hotel & 

Residenz Berlin Checkpoint 

Charlie is located in the Quarter 

Schützenstrasse of the famous 

Italian architect Aldo Rossi. Thanks 

to the central location of the hotel, 

all major attractions are easily 

accessible and public transports 

are about 3 minutes away. 

The hotel, which reflects a mix 

of old and new, offers 115 

rooms and suites as well as 20 

apartments for longer stays 

completed with kitchenettes. The 

12 Mercure privilege rooms offer 

even more features: spacious 

room, VIP bathroom fittings incl. 

bath robe, free bottle of water, 

daily newspaper, coffee/tea in the 

room & free Wi-Fi access on day 

of arrival. And for all business 

travellers, the rooms are equipped 

with satellite TV, telephone, fax 

and WIFI. 

In addition, meeting rooms 

available for up to 25 people are 

equipped with modern facilities as 

well as high speed Wi-Fi, which is 

available also in all public areas. 

Relaxing is also possible in the free 

Wellness area (open 24 hours), 

featuring a sauna with a relax zone 


Where to go 

Berlin 

in 

and terrace, where every Tuesday 

specialists offer free massages. 

Their newest addition is their wine 

garden in the green courtyard, the 

best place to finish a successful 

day at the IFA show. 

Nürnberger Strasse 50-55 

10789 Berlin 

Tel: +49 30 683 154 000 

Metro: U-Augsburger Strasse/ 

Wittenbergplatz/Kurfürstendamm 

> 

restaurant 

Quarré 

In the Restaurant Quarré with 

its spectacular view of the 

Brandenburg Gate, chef Axel 

Hirtzbruch presents regional 

specialties and classic dishes 

with a twist. Seated between the 

columns of this bright, elegant 

Mediterranean-style restaurant, 

guests are served a wide array of 

sophisticated, enticing dishes. 

Don’t miss Fridays as the 

sommelière of the Quarré offers 

their wines half-off. There are 

more than 650 wines, which you 

can taste with the weekly menu. 

The daily business lunch is served 

Monday through Friday from 

12.00 to 3.00 pm. Excellent dishes 

and upmost service will give you a 

little boost to start your afternoon 

full of energy. Finally, come for 

the Sunday Brunch where you can 

Mercure Hotel & Residenz Berlin 

Checkpoint Charlie 

Schützenstr. 11 • 10117 Berlin 

Tel +49 (0)30/206 320 

Fax +49 (0)30/206 32 111 

Email: h3120-RE@accor.com 

people-watch on the terrace. It is 

open daily from 6.30 am to 11.00 

pm. 

Unter den Linden 77 


Tel: +49 30 22611 555 

Metro : S-Unter den Linden 

The 4 star Mercure Berlin Checkpoint 

Charlie hotel offers 135 large, 

airconditioned rooms and suites, a 

breakfast restaurant, wine garden, bar, 

solarium, sauna and sundeck. Enjoy the 

best of Berlin from the comfort of these 

individual rooms, suites and apartments 

– a quiet oasis in the heart of Berlin, 

designed by the Italian architect Aldo 

Rossi. The 4-star Mercure Hotel Berlin 

Checkpoint Charlie is located in the 

historic centre of the town, the rooms 

are for up to 4 persons, and the family 

suites have two separate bedrooms. 

The attractions of Berlin are easily 

accessible due to the central location of 

the hotel. It is only 500 metres from the 

famous shopping mile Friedrichstraße, 

the Gendarmenmarkt and Checkpoint 

Charlie, while Potsdamer Platz lies 1 

kilometre away. 

www.trendset.biz 

37

solar Bar 

Feel at home at the Solar 

Bar. 

This lounge has the views to be 

beat in Berlin! Located on the 17th 

floor, the Solar Bar offer modern 

and classic cocktails, selected 

champagnes and outstanding 

wines. First, take the exterior 

glass lift that offers an impressive 

panoramic view. Comfortable 

sofas and large swings are the main 

feature of the panorama level with 

its black and white decor. National 

and international DJ line-up in 

various styles, including jazz, dub, 

lounge, minimal electro, impressive 

live acts, video performances and 

contemporary art in the exhibition 

space. 

The Solar Bar is a place to linger, 

enjoy and relax over dinner and 

drinks. Feel at home! 

Stresemannstrasse 76 


Tel : +49 163 7652700 

Metro : U-Bülowstrasse / S- 

Anhalter Bahnhof 

> 

adaGio 

One of Berlin’s most 

beautiful clubs ! 

Searching a stylish and glamorous 

dancing hall with a cozy atmosphere? 

In the middle of the metropolis, 

situated directly at Potsdamer 

Platz, you can find the Adagio – 

THE starting point for a long night. 

The club has become an established 

institution in Berlin’s nightlife, and 

perhaps the most attractive venue 

in town. Clubbers, party animals 

and night owls feel right at home, 

enjoying the casual atmosphere at 

the bars and the sizable cocktail 

menu. 

It’s obvious why the Adagio club 

has been one of the “World’s Finest 

Clubs” since 2007. From Thursday 

to Saturday this club is popular 

with Berliners as well as visitors. 

Attracted by the wide range of 

theme parties, many visitors can 

cross paths with VIP’s such as Will 

Smith, Sean Connery or Heidi Klum 

at the Aftershow-Events. From the 

Top 40, Club-Hits to house music, 

they offer something for everyone. 

Let yourself be seduced… 

Marlene- Dietrich - Platz 1 


Tel: +49 30 25 89 89-0 

Metro : U-Bülowstrasse 

38 www.trendset.biz 

Qi at tHe 

> FriedricHstadtpalast 

Welcome to the fantastic 

world of Qi! 

Shown at the Friedrichstadtpalast, 

the largest theatre stage in the 

world, Qi is a world-class show of 

thrilling dance and ballet numbers, 

high-powered music and incredible 

artistic feats combined with an 

extravaganza of haute-couture 

costumes and sumptuous stage 

designs. 

Qi – pronounced “key” – is world 

class entertainment in two senses. 

Immersed in a stunning whirl of 

colours, costumes and fabulous 

music, you see international 

award-winning show numbers on 

the biggest theatre stage in the 

world! This show is a highlight 

for all Berliners and a must for all 

visitors to Berlin. 

Friedrichstraße 107 


Tel : +49 30 23 26 23 26 

Metro : U-Friedrichstrasse 

> 

tHe Martin- 

Gropius-Bau 

One of the most famous 

and most beautiful 

exhibition halls in Germany. 

The architects Martin Gropius and 

Heino Schmieden originally built 

this Renaissance style house as 

an arts and crafts museum. It was 

ceremoniously opened in 1881. 

Since its meticulous restoration in 

the 1970s, the Martin-Gropius- 

Bau has become one of the 

most famous exhibition halls in 

Germany. Not to miss: 

9 July to 5 October 2009 

Le Corbusier – Art and 

Architecture 

Le Corbusier (1887–1965) is 

considered to be one of the most 

significant architects of the 20th 

century. His work continues to 

exert a considerable influence on 

architecture and town planning to 

this day. The exhibition will take 

an explicitly contemporary view 

of its subject that takes account 

of the latest research while at 

the same time attempting to do 

justice to the perennial discourse 

on Le Corbusier. 

Niederkirchnerstraße 7 | Corner 

Stresemannstr. 110 


Tel : +49 (0)30 254 86-0 

Metro : U-Friedrichstrasse 

going out 

Berlin is the city of diversity. 

And we know all about it! 

Hotels. Tickets. Infos. 

+49 (0)30 - 25 00 25 

www.visitBerlin.de 

or locally in our BERLIN infostores 

(Berlin Main Station, Brandenburg Gate, 

Neues Kranzler Eck, ALEXA Shopping Center) 

> 

spielBank 

Welcome to the 

Spielbank Berlin. 

Right where Marlene Dietrich 

once shot to world fame, Berlin’s 

famous casino is located at the very 

heart of the new Berlin city centre, 

the Potsdamer Platz, which is a 

highlight for tourists and guests 

visiting from around the globe. 

Spread over four floors, the 

SPIELBANK BERLIN offers a world 

of extraordinary entertainment- 

from its glamorous casino royal, 

continuing with the wide variety 

of slots, to its exclusive event 

location, the Sternberg. It consists 

of 8 roulette tables, 12 poker 

tables, 4 Quick Tables, 3 blackjack 

tables as well as 26 Touch Bet 

Roulette Stations and 350 slot 

machines. And for the hungry 

ones they offer snacks and meals 

from their restaurant. The casino is 

open from 11:00 AM to 5 PM 

Guests must be 18 or over and 

show a valid ID card. 

Marlene-Dietrich-Platz 1 


Tel: +49 30 25599-0 

Metro: S-Postdamer Platz 

IFA International • Friday, 4 th September 2009

Where to go Berlin in - IFA International

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