Preview Edition - IFA International

PREVIEW 

EDITION 

Hall 3.1 / 109 

Sharp Home 

Appliances 

Hall 9 / 108 

Monday 

31 st August 2015 

Hall 21 / 102 

Catalysing the Connected World 

Smarter, easier and more fun: it all comes together at 

IFA 2015 

Yannick Fierling 

CEO, Haier Europe 

Read our exclusive interview 

on page 26 

As excitement ramps up 

for what will doubtless be 

another record year in key 

areas, the world’s greatest 

“consumer lifestyle” show 

will this year more than 

ever be held under the 

banner of “connectivity” 

as the IoT backbone gets 

stronger and the industry 

manages to stand up on its 

hind legs – ready to roar. 

IFA is at the heart of 

globalisation, consolidation 

and innovation drives 

within the various technical 

consumer goods sectors: 

a catalyst for change as 

new faces and old from 

both sides of the buying 

table meet and discuss the 

coming years’ roadmap as 

Sneak Peek 

What to look for at the 

big show… Want some 

tips from the inside? 

We take you on a tour 

of the latest product 

trends, with a sneak 

peek of some of the new 

products that are set to 

be unveiled at IFA 2015 

– shown to the media in 

a pre-IFA “media only” 

session just before the 

show. 

IFA will 

this year more 

than ever be 

held under 

the banner of 

"connectivity" 

some players collect the 

chips and others cash in 

their hand. 

In this IFA, Yannick Fierling 

will take his seat for the 

first time as CEO of Haier 

Europe. In an exclusive 

interview he talks about the 

stakes and the challenges 

for the coming year. 

Read the special section 

from page 23 

CONTENTS 

05 > NEWS 

17 > KEYNOTES PROGRAM 

18 > CONFERENCES & EVENTS 

21 > TRADE TALK 

24 > EXCLUSIVE INTERVIEWS 

29 > CONSUMER LIFESTYLE 

– SNEAK PEEK 

42 > SPOTLIGHT ON TAIWAN 

43 > WHERE TO GO IN BERLIN 

EXCLUSIVE INTERVIEWS 

Jens Heithecker 

IFA Executive Director 

This year’s big theme is “connected 

devices” - rather than just the “smart 

home”. For this, we are seeing many 

new devices and software solutions… 

See page 7 

Hans-Joachim Kamp 

Chairman of the supervisory board 

of gfu 

With Consumer Electronics and 

Home Appliances, IFA combines the 

products of two industries that fit 

together perfectly. At IFA 2015, they 

are expected generate an order volume 

of 4.25 billion Euros. See page 9 

Jens-Christoph Bidlingmaier 

General Manager of Bauknecht 

Hausgeräte GmbH & Indesit Company 

Deutschland GmbH 

With all the players in the market, 

it’s more than just selling products; it’s 

being in the heart of the “consumer 

lifestyle” world. See page 24 

Prof. Kalevi Ekman 

Director and Founder, 

Aalto Design Factory 

Next level of thinking means 

cumulative, organisational 

learning that turns to action. 

The summit is most welcome to 

provoke discussion.

News 

EDITORIAL 

Richard Barnes 

Editor-In-Chief 

It’s Not Too Late 

to Book Your 

Ticket! 

Each year in the run up to IFA, we hear Messe 

Berlin, organisers of the show, announcing a 

continuing upward trend in international trade 

visitors grabbing their travel bags and heading 

for the German capital for the big event. Indeed, 

this is where the show’s main growth is coming 

from: numbering 24,000 just a few years ago – 

up to 48,000 in 2014. And the ascension is not 

expected to stop there, with the growth coming 

from two factors. The first is that retailers from 

different parts of the globe who had never come 

before are making the decision to join the fray and 

see what all the noise is about. The second is that 

within retail organisations, people from different 

levels are finding it more and more useful to 

attend the show to observe first-hand what they 

had only seen before at a distance and thus gain a 

better understanding of their business. 

Already this pertained to senior retail management 

who for some years now have found it essential to 

be able to take advantage of the show to talk one 

on one with their counterparts on the vendor side. 

Since last year particularly, Messe Berlin reports a 

rising number of shop floor sales operatives who 

also want to come and be among the first to get 

a glimpse of the future. 

We hope that with this publication we will 

continue to be able to make all these peoples’ 

lives more enjoyable at the show by bringing 

them the right information in the right volume 

and structure so as to improve their judgement 

and understanding of this industry’s exciting but 

sometimes mind boggling dynamics. 

Looking forward to seeing YOU at the show! 

Ten, Nine, Eight… 

All Engines Running… 

We’re ready for blast-off at the world’s 

reference CE, HA and Mobile event 

The question as always is “will it yet again break the records?” Time will only 

tell, but if annual trends are anything to go by, we can be confident that the 

2015 edition of IFA will again show the way. 

For its 2014 edition, never 

before in the 90-year history 

of the event had so many 

products made their world 

debut at IFA. Global trends 

such as networking, wearables 

and further improvements 

in the images and sound 

produced by digital TV and hifi 

systems reached new highs. 

More than ever, IFA 2014 

underlined its expertise in its 

role as the world’s meeting 

place for the industry and for 

exchanging information. 

The reactions from retailers 

and consumers to the many 

products making their world 

debut were extremely positive. 

Over a period of six days 

alone, IFA 2014 generated 

orders totalling 4.25 billion 

euros and follow-up business 

was exceptional. IFA’s unique 

blend of product innovations, 

stars and entertainment, 

presented by 1,538 exhibitors 

on a display area covering 

around 149,500 square 

metres, attracted more than 

240,000 visitors. The floor 

space occupied was larger 

than at any previous event in 

the history of IFA. 

At this year’s Global Press 

Conference, Dr. Christian 

Göke, chief executive officer 

of Messe Berlin underlined 

the trend: “The innovation 

drive within the industry 

generates further growth. As 

a reflection of the markets 

this also has a positive impact 

on the global importance, 

growth and success of IFA.” 

The opening of the City 

Cube – and closing of the 

old conference centre were 

events that marked the 2014 

vintage. After taking only 

22 months to complete the 

CityCube Berlin was opened 

on 5 May 2014. The CityCube 

Berlin is located adjacent to 

the southern entrance of 

Berlin ExpoCenter City. 

This year, Messe Berlin 

confirmed that IFA floor 

space was already sold out 

a number of months before 

the show. IFA’s international 

vocation is further reinforced 

by the strengthening of 

the IFA+ Summit, IEEE, the 

IHS Conference (formerly 

DisplaySearch), and an 

exciting TEDx line-up. One 

thing can be guaranteed: IFA 

2015 is set to be more global 

and exciting than ever! 

IFA 2015 is 

set to be more 

global and 

exciting than 

ever! 

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www.ifa-international.org IFA International • Monday 31 st August 2015 

5

News 

Getting Connected 

IFA 2015 is all about networking – people, and the world 

As the world enters a phase of “getting Smart” the industry concerts at IFA to 

plot a course for the short-term and long-term future. In this exclusive interview, 

we asked IFA Executive Director Jens Heithecker how trends are developing. 

TV manufacturers are 

still experiencing huge 

challenges in the markets, 

as the ever increasing 

competition is challenging 

their profits. However, as 

we will see again at IFA this 

year, the TV sector is still key 

in the consumer electronics 

industry, because the TV 

is still the main display for 

almost every consumer. On 

the other hand, this year’s 

big theme is “connected 

devices” - rather than just 

the “smart home”. For 

this, we are seeing many 

new devices and software 

solutions, and this is the 

market all the manufacturers 

are targeting. 

So it’s more like a “smart 

world”? 

It’s a connected world, 

and we have to be careful 

when talking about smart, 

IoT, and all these things. 

For the consumer, “smart” 

means automatic solutions 

for some of his needs. The 

connected world means 

the consumer can transfer 

images or music to any 

device anywhere, anytime. 

And IoT is a backbone for 

the smart and connected 

consumer world. 

In that respect, Tecwatch 

is an interesting aspect 

of the show – a kind of 

harbinger of the future… 

What can we look 

forward to here? 

Tecwatch is an integral 

factor in the success of 

IFA. The international 

participation is rising in 

this as well. It is a section 

of the show dedicated to 

researchers, engineers and 

developers, to the young 

companies – even start-ups. 

There are more companies 

(…) the current 

business is on the show 

floor, the next stage of 

technology is in Tecwatch, 

and the future trends 

from the visionaries and 

thought-leaders are at the 

IFA+ Summit. 

participating, and at the 

same time we feel there 

is more interest from the 

trade visitors’ as well. 

With the IFA+ Summit in 

its second year it seems 

to be coming along 

well. What will be the 

highlights? 

The summit aims to look at 

where technology is going 

in the future. As we all 

know, trade visitors come to 

the show to do business for 

the next season. Tecwatch 

looks three to five years of 

the current product range. 

The summit looks ten to 

twenty years ahead - at 

what the next big things will 

be in the market – for which 

we can already see the first 

products and developments 

today. So that’s the range 

we do: the current business 

is on the show floor, the 

next stage of technology is 

in Tecwatch, and the future 

trends from the visionaries 

and thought-leaders are at 

the IFA+ Summit. 

That was already the case 

in the late 1920’s, when 

Einstein gave his speech 

at the show talking 

about how radio would 

bring the world together. 

Even then, the show was 

plotting the course for 

the future. 

Yes, it’s always been the 

case. Einstein is a very 

good, clear example, 

because he expressed these 

ideas in his speech. You 

can still see the speech and 

if you have time to hear it 

all you will be impressed by 

what he saw - what power 

and what impact electronic 

media would have. But 

we have many more of 

these milestones in our 

history. One of these, that 

didn’t make a big noise at 

the time, but which had a 

huge impact, was the first 

ever presentation of MP3 

technology at IFA in the 

mid-90s. It was invented 

by Fraunhofer, one of 

our long-term partners 

in the Tecwatch area. 

Most of the people then 

didn’t realise how MP3 

Jens Heithecker 

IFA Executive Director 

would revolutionise the 

entertainment and world 

and the media industry! 

Indeed, a lot is revealed 

in the international 

keynotes every year as 

well. It’s very interesting 

that Microsoft – an IT 

company – is under the 

spotlight this year… 

It’s true that when we 

talk about Microsoft, we 

tend only to think about 

Windows 10 or other new 

software. But what’s more 

interesting is what impact 

Windows 10 will have in 

the world of devices made 

by their partners. That’s 

the reason we will have 

here on the stage from 

Microsoft the head of their 

OEM business. But we have 

other keynotes that will be 

absolutely fascinating, such 

as the opening keynote by 

LG Display President and 

CEO, Sang-Beom Han. We 

all talk about the connected 

or smart world and I 

am very happy that the 

opening keynote will focus 

on display technology. It’s 

the core of everything, 

because without a display, 

a smartphone is not smart. 

There are some fascinating 

new developments in this 

technology that I am really 

curious to hear about from 

this visionary speaker. 


7

8

News 

Industry Viewpoint 

What’s on the menu this year at IFA? 

Sweet spots and sour spots – no it’s not a dish – it’s the technical consumer 

goods market. Hans-Joachim Kamp, Chairman of the Supervisory Board of 

gfu (Gesellschaft für Unterhaltungs- und Kommunikationselektronik) tells 

us how the market is performing as we arrive at IFA. 

Market analysts of gfu 

Consumer & Home 

Electronics expect 1.5% 

of worldwide growth in 

the Consumer Electronics 

segment for the year 

of 2015. This means an 

increase up to 790 billion 

Euros. Home Appliances 

will perform even stronger: 

Growth rates of 4% for the 

segment of large appliances 

and 4.5 percent for small 

electrical appliances are 

predicted. In Consumer 

nearly 27.5 billion Euros. 

In the market for Electric 

Appliances, Europe remains 

the growth driver. 

Which product categories 

are emerging as the most 

interesting for retailers, 

and why? 

We expect audio streaming 

devices, connected 

products for fitness, health 

and lifestyle as well as 

convenient products like 

vacuum cleaning robots 

benefit from their unique 

consulting expertise. 

Let’s look more closely at 

the TV market. What are 

the key trends? 

The 4k segment will 

continue to grow, including 

top-end ranges with HDR 

and extended gamut 

technologies. Also, curved 

screens will become even 

more popular. Smart TVs 

will benefit from advanced 

operating systems, higher 

computing power and, last, 

but not least, a wide range 

of new services. 

We expect audio 

streaming devices, 

connected products 

for fitness, health and 

lifestyle as well as 

convenient products 

like vacuum cleaning 

robots to be very 

successful 

Electronics, growth comes 

from the regions of Middle 

East and Africa, North 

America and the emerging 

markets of Asia. In Europe 

and the developed Asian 

countries, Consumer 

Electronics are expected to 

slightly decline. The market 

for consumer electronics 

products in Germany 

remains at a stable level of 

to be very successful. In a 

recent European survey, 

many consumers stated 

that they are willing to buy 

these innovative kinds of 

products within the next 

few months. This is also a 

great opportunity for skilled 

retail shops: Especially older 

customers who are not so 

familiar with setting up IP 

connections will strongly 

How will 4K TV evolve? 

What about content? 

Even TVs with smaller 

screen sizes from 40 “ on 

will provide 4k capabilities, 

so 4k will more and more 

become a common feature. 

4k content will develop 

slowly, but steadily. Astra 

and Eutelsat, Europe’s 

leading Sat providers, have 

installed demo channels, 

Astra has even started a 

4k shopping channel. 4k 

packed media based on 

the next generation of Bluray 

Discs are predicted to 

enter the market by the 

end of this year. And media 

networks like Netflix will 

continuously expand their 

range of 4k videos. 

Some are already 

predicting the onset of 

8K TV later this decade. 

Isn’t that taking it too 

far? Where will the race 

for pixels end? 

From my point of view, 

8k is not likely to enter 

the consumer market 

within the next decade 

(except perhaps the digital 

cinema). 8k technology 

addresses screen sizes far 

above convenient formats 

in normal living rooms. 

And 8k production is still 

a big challenge – in terms 

of technology as well as in 

terms of costs. 

The dynamics of the 

TV industry continue 

to change as China 

increasingly takes on 

importance. Where is that 

headed to your mind? 

China's growing TV market 

potential is a big challenge 

for many established brands 

from Japan and Korea. They 

will have to focus on their 

traditional strengths – such 

as product quality including 

superior usability and 

detailed knowledge of the 

local markets. 

Hans-Joachim Kamp 

Chairman of the supervisory 

board of gfu 

Why is IFA so successful 

do you think? 

With Consumer Electronics 

and Home Appliances, IFA 

combines the products 

of two industries that fit 

together perfectly. All the 

products shown at IFA can 

be found within the same 

stores and outlets. This 

makes IFA so attractive to 

trade organizations. At IFA 

2015, they are expected 

generate an order volume 

of 4.25 billion Euros. Also, 

IFA takes place at the right 

time of the year, directly 

addressing the sales peaks 

during the holiday season. 


9

News 

Industry Pulse - Jürgen Boyny 

GFK’S 

LATEST US 

SURVEY 

HIGHLIGHTS 

GLOBAL 

TRENDS IN 

TV VIEWING 

HABITS 

28% of all TV viewing 

in the US is now 

streaming according to 

a new GfK MRI report 

Indeed, as consumers 

embrace and experiment 

with a host of new ways 

of watching TV content, 

the GfK MRI report has 

identified six new TV 

viewing audience groups 

and how they combine 

emerging and traditional 

options for TV use. 

Jürgen Boyny 

The Global Director Consumer 

Electronics, GfK Retail and Technology 

TV Share of Clock – the 

first of four studies in GfK 

MRI’s new The Future of TV 

series – shows that more 

than a quarter (28%) of all 

TV viewing is now done via 

digital streaming. Accessing 

subscription or free online 

platforms via a computer or 

mobile device accounts for 

16% of time spent with TV 

content; online streaming 

through a traditional TV 

set makes up another 9%; 

and 3% comes from other 

methods for accessing 

content, such as portable 

game consoles. The new 

report also reveals that 41% 

of TV viewers are “Digital 

Enthusiasts,” who subscribe 

to at least three digital 

TV services online, as well 

as maintain a traditional 

pay TV subscription (cable/ 

satellite/telco). 

In addition, TV Share 

of Clock testifies to the 

growing importance of 

mobile TV watching; 30% of 

TV viewers report watching 

a program on a smartphone 

in the past 30 days, and 

29% say they have used a 

tablet to watch TV content 

in the same time frame. 

Overall, smartphones and 

tablets account for 8% of 

all TV time; and the average 

number of apps used to 

view TV programs in the 

past 30 days is about 7 for 

mobile devices. 

The Global Director Consumer Electronics, 

GfK Retail and Technology gives us the latest 

rundown on industry trends - in the run up to 

IFA 2015. 

What is the general 

industry sentiment - in 

the various technical 

consumer goods markets - 

as we approach IFA 2015? 

General sentiment is 

positive overall, but different 

industry by industry. The 

mobile internet hardware 

and software industry is 

in good shape, but TV & 

video shows many more 

challenges. Audio is positive 

by picking up the chance 

of connectivity. Small and 

domestic appliances are 

positive as well 

Mobile is booming, but 

within this, what are the 

“extra sweet spots”? 

Mobile devices that have 

existed before as single 

devices are now getting 

connected. This is a great 

chance for growth. Two 

examples for that: Action 

Cams in the photo area and 

Docking Speakers in the 

portable audio segment. 

Also, within this boom in 

overall sales, the dynamic 

between the key players 

is changing considerably, 

with big Chinese 

manufacturers picking up 

pace and more traditional 

ones struggling… What’s 

really going on here? 

There is a continuous move 

in the brands landscape for 

electronic devices. 

More than 20 years ago the 

market has been driven by 

European players, then we 

have seen a tremendous 

shift to Japanese brands, 

10 years ago Koreans came 

up and today the Chinese 

are ready to take over a 

more important role. At 

least this is the game… 

everyone is challenged; we 

cannot expect a continuous 

stability in markets, which 

are driven by innovations, 

fast lifecycles and cost 

pressure. 

Where is the TV market 

headed in Europe? What 

about worldwide? 

Western Europe is stable 

in consumer demand; 

Central Europe still has 

options for growth by 

additional household 

penetration of second 

TV equipment. In Eastern 

Europe, mainly Russia 

and Ukraine we expect a 

tremendous decrease of 

consumer demand in 2015. 

Worldwide there are still 

great opportunities for a 

growing TV market if we 

have a look to South East 

Asia, India and Africa. 

What are your thoughts 

on the onset of the smart 

home? 

Smart Home will be 

the next big thing in 

electronics. Already seen 

in entertainment devices 

and even small domestic 

appliances, the idea of 

connectivity will swap over 

to our daily lives at home. 

Basic points however 

have to be taken into 

consideration in the smart 

home: 

• usage has to be convenient 

and flexible 

• the consumer wants to 

keep control of everything 

• Smart home has to be 

safe and reliable 

What are you seeing as 

being the main dynamic 

changes to the major 

domestic appliance 

markets? 

We see still an ongoing trend 

towards energy efficiency 

and also major domestic 

appliances are getting 

smart and connected. 

And small appliances? 

They are getting smart and 

connected as well. And this 

is the sector, where robots 

have already started when 

we have a look to vacuum 

cleaners. 

What will be “different” 

this year at IFA compared 

to previous years? 

IFA 2015 will be again a 

great show of innovations. 

Main topics will be smart, 

connected and last but 

not least the Internet of 

Things. 

10

News 

Gazing Into The Crystal Screen 

IHS principal analyst Paul Gray talks about current TV 

market trends in the run up to IFA 

What is the general 

industry sentiment - in the 

world’s TV markets - as we 

approach IFA 2015? 

It’s a tough year! The rise of 

the US Dollar compared to 

almost all currencies has put 

the focus onto profitability. 

Margins are thin at the best 

of times, and consumers 

will notice higher prices this 

year. Emerging markets, 

which are the engines of 

growth nowadays tend to 

be hit harder as spendable 

incomes are lower. However, 

consumers continue to buy 

bigger TVs and the average 

screen size sold rises by 

about an inch each year – 

even in emerging markets. 

This means that there is still 

a need for investment in new 

LCD display capacity. 

Where are the “sweet 

spots” - in terms of 

product category? 

That’s easy: anything with 

4K! Overall its screen sizes of 

48” and larger. 4K is evolving 

fast from simply being more 

pixels to adding exciting 

new technologies like high 

dynamic range and deep 

colour. There is a rush to get 

the standardization finished, 

but I think we can expect 

some aggressive launches 

of services later this year or 

early next. Typically when 

3% of households have a 

technology then it becomes 

interesting to offer services. 

We are reaching that point 

now with 4K TV. 

Which geographic zones 

are doing the best? 

Actually it’s Western Europe 

that’s doing best at present, 

with a gradual but definite 

recovery over the past year. 

Emerging markets were very 

strong a year ago (particularly 

Brazil with the World Cup) 

but have been hit hard by 

currency issues. 

The dynamic between the 

key players is changing 

considerably, with big 

Chinese manufacturers 

like TCL picking up pace 

and more traditional ones 

being hit by this… What’s 

really going on here? 

Indeed, we are seeing 

a fundamental shift in 

the industry. Japanese 

companies are increasingly 

concentrating on the high 

end and selective markets. 

At the same time the Chinese 

brands have mastered the 

technology and have reached 

the point like Korea 15 

years ago where they have 

Paul Gray 

IHS principal analyst 

a demanding home market 

to act as a test-bed for new 

ideas. Chinese consumers 

are now the world’s early 

adopters. Chinese companies 

are now seeking to grow by 

addressing export markets, 

just like the Koreans in the 

1990s and the Japanese in 

the 1970s. 

However, there are a lot of 

core technologies that the 

Koreans and Japanese retain 

mastery – these are usually 

in components and subsystems 

which go into the 

TVs. 


on the onset of the smart 

home? 

As always, don’t forget 

the people. Any smart 

home product has to offer 

either a big gain or minimal 

pain to adopt it (real hit 

products combine both!) 

Interoperability is key, along 

with clearly identifiable 

benefits. It’s tricky, because 

we typically replace 

appliances haphazardly yet 

each replacement has to 

provide a benefit. Some of 

the current offerings seem to 

require too much advanced 

thought and planning to use 

them. 

What will be “different” 

this year at IFA compared 

to previous years? 

I’m really excited about UHD 

TV – with all the trimmings. 

The biggest thing I’m looking 

forward to are wearables 

though. It’s amazing the 

effect that they can have on 

people’s overall health and 

quality of life. 

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11

News 

Ten Out of Ten 

IFA set to be the global launch pad for new devices with 

Windows 10 

Windows 10 is, says 

Microsoft, going to do 

more than just change 

the face of the PC world. 

“From great apps to being 

able to game epically, there’s 

plenty to love about the 

new Windows – the best 

Windows ever,” writes 

Yusuf Mehdi, corporate vice 

president, Windows and 

Devices Group. 

With new innovations such as 

Cortana, the Microsoft Edge 

browser and Windows Hello, 

while being familiar and easy 

to use, Windows 10 rolled 

out across 190 countries on 

July 29, as a free upgrade or 

with new PCs and tablets. 

To this end, Nick Parker, 

corporate vice president 

OEM Division, Microsoft, will 

deliver a keynote showcasing 

new Windows 10 devices at 

IFA 2015, entitled “Windows 

10 Lights up New Devices”. 

Parker will demonstrate a 

breadth of new Windows 

10 devices, including tablets, 

2-in-1s, premium notebooks, 

gaming devices and all-inones 

that will light up the 

Windows 10 experience for 

customers. 

Meanwhile, at the recent 

IFA Innovations Media 

Briefing, Microsoft product 

marketing manager Boris 

Schneider-Johne explained 

to IFA International that the 

new OS will revolutionise 

the way we use a countless 

WINDOWS 10 SHOWCASES 

HOLOGRAPHIC FUTURE WITH 

MICROSOFT HOLOLENS 

Windows 10 is the world’s first holographic computing 

platform – complete with a set of APIs that enable 

developers to create holographic experiences in the real 

world. With Windows 10, holograms are Windows universal 

apps and Windows universal apps can work as holograms, 

making it possible to place three-dimensional holograms in 

the world around you to communicate, create and explore 

in a manner that is far more personal and human. 

Personalisation will be another one of the main features 

for the PC industry in the upcoming months, and several 

manufacturers will show PCs at IFA including biometric 

features. These will include an active 3D camera working 

with infrared light that will recognise your face particularly 

well; so well in fact that it can replace passwords, meaning 

the user can’t just take a photograph or a mask to fool the 

system. 

It means that instead of using a password, one can simply 

use one’s face to log into a computer, unscramble data, or 

log into a website. 

© Microsoft 

array of devices: “First of all, 

it is six years more advanced 

than Windows 7, meaning 

it’s a lot faster on the same 

hardware. So for people who 

upgrade from a Windows 7 

PC and install Windows 10 

on the same machine, they 

just get a faster PC for free. 

And you get more security, 

because everything we’ve 

learned about computer 

security in the past six years 

has been incorporated into 

the product. You get a new 

internet browser, called 

Microsoft Edge, which is very 

important because it gives 

you added functionality, 

making the web more 

intelligent. It’s easier to find 

stuff, to mark and annotate 

web pages, discuss pages 

with other people, thus 

working with the web rather 

than just browsing it. We of 

course have Cortana – an 

intelligent assistant living 

inside your PC or mobile 

phone. She can remind you 

about appointments and 

dates, give you directions, 

and even tell you where to 

get a good pizza wherever 

you are. But we’re trying to 

put a lot more intelligence 

into that in terms of using 

knowledge gathered from 

the web. For instance, 

when you are browsing 

a web page, you can ask 

Cortana about persons that 

are mentioned on the page 

and she will pull up the 

biographies for you. Or you 

can ask about places or get 

simple translations done. 

She can even proactively tell 

you to check in for the flight 

you have booked, taking 

you straight to the right web 

page, pre-filled in with all 

the information she already 

knows about you. All that 

remains is to choose your 

seat.” 

With inking capabilities 

built-in to the new Microsoft 

Edge browser, users can 

write or type directly on web 

pages and share their markups 

with friends, family 

or co-workers. There’s a 

feature that allows users to 

clear away distractions from 

their online articles and a 

reading list that organizes 

their favourite reads to 

enjoy later. The improved 

address bar helps one to 

find things faster, and with 

Cortana enabled, the user 

can instantly move from 

searching to doing. 

The international keynote by 

Microsoft is scheduled for 

Friday, 4 September, 3 pm, at 

the CityCube event hall. 

Boris Schneider-Johne 

Microsoft Product 

Marketing Manager 

it is six 

years more 

advanced 

than 

Windows 7, 

meaning it’s 

a lot faster 

on the same 

hardware 

12

News 

Stepping Back to Leap Forward 

German electronics manufacturer Loewe plans for a big 

return in 2016 

Loewe is back on track with three completely new TV 

lines… the first two were introduced at the end of last 

year and the third was just introduced in June this year. 

Thanks to this, the company has increased its share in 

the German UHD TV market from 2% to more than 8%. 

But Loewe will be absent from IFA this year. We asked 

the company’s head of PR, Dr Roland Raithel why… 

It has to do with timing – with 

regard to our development cycle 

this year. We have to develop 

new products for the next year, 

and with our development staff 

concentrating entirely on this. 

It was essential this year not to 

take away this manpower for 

the show… but we will be back 

in 2016! 

We are developing TVs in 

different sizes – starting from 

32-inch released this August 

– to 85-inch, also introduced 

in August. We are introducing 

a 65-inch curved TV in Q4 this 

year, and the main products 

after this will be connected to 

the home network. We want to 

expand the Loewe TV into the 

home network and this is one of 

our main aims for the next year. 

At the moment we have multiroom 

sound and TV in our 

product range, because you 

can use the digital recorder 

integrated in the Loewe TV as a 

server for other Loewe TVs in the 

home – to send the videos from 

the hard disc recorder to your 

other rooms. But there is still 

some room for improvement. 

How important is the fact 

that Loewe is “Made in 

Germany”? 

The Made in Germany label is 

really important for us, because 

it underlines the quality of the 

TVs. We are developing the 

electronics, including the circuit 

board design and production in 

our factory. Se we are not only 

assembling here, but have quite 

a bit of vertical integration. The 

Made in Germany label is even 

more important in places like 

Asia. 

While our core markets have 

always been in German 

speaking countries and the rest 

of Western Europe, last year 

we started marketing again in 

China and we are very keen to 

build up this market - perhaps 

with special products made for 

the Chinese standards. This will 

be an important future market 

for us. 

Dr Roland Raithel 

Head of PR, Loewe 

We want to expand the 

Loewe TV into the home 

network and this is one of our 

main aims for the next year 

14

News 

The “China Brands” Show Comes to IFA 

Strengthening Sino-Global industrial and commercial relation 

At IFA 2015, visitors can 

experience the best of 

China's Home Appliance 

Industry and the current 

and important market 

trends in Hall 29. 

You will learn more 

about the Chinese elite 

in Home appliances, 

discover innovative and 

creative products and learn 

more about the creative 

manufacturing process of 

Chinese Home Appliances. 

It’s also a chance to receive 

a Chinese traditional 

cultural gift for free. 

On 4 th September – at 

12 mid-day, the opening 

ceremony of the China 

Brand Pavilion will 

feature interactive 

interpretation 

and will be 

retransmitted via 

Live Webcast. 

The event will 

be hosted by 

the Ministry of 

Commerce of 

the People’s 

Republic of 

China (MOFCOM). 

Organisers include the 

Trade Development Bureau 

of Ministry of Commerce, 

P.R.C (TDB) and the China 

Chamber of Commerce 

for Import and Export of 

Machinery and Electronic 

Products (CCCME). The 

opening ceremony is 

supported by key partners 

such as GfK and CHKD and 

media organisations ZOL 

and CBN. 

Key companies 

represented: 

Haier, Hisense, Gree, Midea, 

Changhong, TCL, Galanz, 

Chigo, Donlim, Xingx, 

Lexy, Ecovacs, Huayu, Yueli, 

Cuori, Kaibo 

AGENDA / 4 th Sept. 

12:00-12:25: Registration 

12:25-12:30: 

Introduction of VIP guests 

12:30-12:40: Welcome 

Remarks by CCCME 

President 

12:40-12:50: Greeting 

speech by Global Executive 

Director of IFA, Jens 

Heithecker 

12:50-13:00: Greeting 

speech by Minister- 

Counsellor Wang Weidong 

(Chinese Embassy in Germany) 

13:00-13:10: Greeting 

speech by GfK (General 

Manager) 

13:10-13:20: Greeting 

speech by CEO from a 

leading company (TCL 

President Li Dongsheng) 

13:20-13:25: Ribboncutting 

ceremony by VIP 

guests 

13:25-14:00: Networking 

& Buffet (media interviews) 

Don’t miss also at the China 

Pavilion, the Global Media 

Conference of China Brands 

Show, China's Elite Brands 

Lectures and Seminars - with 

the top minds of the Chinese 

Industry, China's Smart 

Home Experience Zone, the 

Networking Conference 

between China and EU and 

the reception for European 

consumers and customers. 

» HALL 29 


15

News 

Enabling the Smart Home 

digitalSTROM is brewing up a new digital storm – becoming the 

catalyst for today’s digital lifestyle 

digitalSTROM is a Swiss-based company offering Smart Home Technology 

for every home. Their technology communicates via existing power lines and 

networks with all electronic devices well as broadband platforms. Company 

CEO Martin Vesper tells us firstly about the background to the company… 

In 2001, digitalSTROM 

emerged from an idea of 

giving electrical devices 

their own intelligence and 

networking them with oneanother 

in an economical 

and ergonomic manner. 

Two inventors - Wilfried 

Beck and Ludger Hovestadt 

founded the company – 

firstly as aizo AG – together 

with two associates. 

The company is based 

on two basic inventions. 

One issue was how to 

communicate over a power 

line and keep the device 

very, very small. We already 

knew about power line 

modules, but they were 

much bigger and needed 

much more energy. If 

we were to use that for 

every light and every push 

button, it would use too 

much energy, and cause 

problems of temperature 

and size. So the invention 

solved the problem of 

how to communicate over 

a power line with a very 

small device. The second 

issue was about how to 

orchestrate all devices once 

they are so flexible, in a 

house – in a way that makes 

sense to the customer. 

The two inventors said to 

themselves, “If we take this 

technology and combine 

it with the orchestrating 

mechanism, we could make 

a perfect tool for a smart 

home, because it’s useable 

for everyone, easy to install 

for an electrician, and 

small enough so it totally 

disappears.” 

After a development 

phase of seven years and 

a conceptual cooperation 

with the ETH Zurich, it was 

introduced to the market in 

2011. 

The display panel in the 

Tesla allowed digitalSTROM 

to develop a web interface 

What geographic areas 

are you covering? 

We started with German 

speaking countries. We 

have two or three channels 

to market. In German 

speaking countries and 

in the Netherlands, we 

are doing direct endconsumer 

branding and 

PR. In other key Western 

European countries we 

have distribution partners. 

Then in places like Istanbul 

and Shanghai we are more 

directly involved with major 

new building projects. 

Your car – a very nice 

Tesla – has been on show 

at the Innovations Media 

Briefing… tell us why. 

DigitalStrom is all about 

software that makes things 

work together. The display 

panel in the Tesla allowed us 

to develop a web interface 

– without having to work 

directly with the automobile 

manufacturer on the 

solution. It means that 

from my car, I can control 

everything in my home – 

including overseeing energy 

management. We have just 

started testing this, and 

soon will make it available 

to anyone driving a Tesla. 

So far, Tesla is the only car 

manufacturer that is open 

enough to allow something 

like this to be developed by 

someone from the outside. 

What does the future of 

all this look like? 

I think we will see that 

first of all, the house will 

become totally digital, 

meaning everything can 

be controlled by software. 

For some time, people will 

still use a switch to turn 

on their lights, but we will 

increasingly go towards 

automation: outside lights 

based on sun and so on. 

We are also demonstrating 

how in the kitchen 

automation will help. The 

kitchen also has an issue 

of hygiene, so there are 

advantages in not touching 

things with your hands. 

This means voice control 

will increasingly become 

the norm. Even things like 

face detection and emotion 

detection will come to play 

a role (Eds: DigitalStrom 

is demonstrating a coffee 

machine that makes you 

a cappuccino when you 

smile at it!). Another thing 

we will see is that devices 

will change. In many ways, 

cooking will become more 

automated in ways we 

hadn’t considered before. 

These so-called cognitive 

systems will be able to 

learn by themselves. Factors 

coming into play will include 

questions such as “What 

devices do I have available 

and what food is available 

today?” Smart algorithms 

will lead to a whole range 

of new solutions. 

Martin Vesper 

CEO, digitalSTROM 

the house 

will become 

totally 

digital, 

meaning 

everything 

can be 

controlled by 

software 

16

Conference & Events Preview 

IFA 2015 Keynotes 

WHICH TECHNOLOGIES ARE ON THE 

VERGE OF A BREAKTHROUGH? WHAT 

ARE THE MAJOR INDUSTRY PLAYERS 

WORKING ON? WHAT ARE THE 

CHANGES THAT COME WITH GENERAL 

DIGITALIZATION? PROMINENT 

INTERNATIONAL DECISION MAKERS 

FROM THE FIELDS OF CONSUMER 

ELECTRONICS, HOME APPLIANCES 

AND RELATED INDUSTRIES SHARE 

THEIR PERSONAL VISIONS. 

THE PROGRAM OFFERS INSIGHTS 

INTO CURRENT AND FUTURE 

DEVELOPMENTS IN ALL RELEVANT 

IFA SEGMENTS: LIFESTYLE, 

TELECOMMUNICATIONS 

& INFRASTRUCTURE, TV & 

ENTERTAINMENT AND HOME 

APPLIANCES. 

ACCESS 

Exhibitors, Trade Visitors, 

Media and VIPs 

LOCATION 

CityCube Berlin, 

Hall A, Level 1 

ADMISSION 

Media & VIPs: 30 min before keynote start 

Trade Visitors & Exhibitors: 15 min before 

keynote start 

Sang-Beom Han 

CEO, LG Display 

IFA OPENING KEYNOTE 

Friday 4 th September 

10:30 a.m. 

"HOW DISPLAYS WILL 

CHANGE OUR LIVES" 

What comes "next" after current 

displays such as 4k and curved screens? 

Dr. Han will share his vision for "How 

displays will change our lives" and give 

trade visitors and media critical insights 

into the future of display technologies 

and product specifications. 

Nick Parker 

Corporate Vice President responsible for 

device partnerships, Microsoft 

Friday 4 th September 

3:00 p.m. 

“WINDOWS 10 LIGHTS UP 

NEW DEVICES” 

In the keynote titled “Windows 

10 Lights up New Devices,” Parker 

will demonstrate a breadth of new 

Windows 10 devices including tablets, 

2-in-1s, premium notebooks, gaming 

devices and all-in-ones that will light up 

the Windows 10 experience for 

Dinesh Paliwal 

Chairman, President and CEO, 

Harman 

Saturday 5 th September 

10:30 am 

“SMART AUDIO: THE 

PLAYGROUND HAS OPENED FOR 

NEW BUSINESS CONNECTIONS” 

In his keynote, Dinesh Paliwal shows how 

this new age of connectivity offers several 

new opportunities for the audio industry 

and what needs to be done to exploit 

this trend. Furthermore, he explains the 

challenges the industry is facing as it 

develops smart audio and gives examples 

for game changing innovations. 


17


Taking YOU 

to the Next Level 

IFA+Summit announces high 

profile speakers 

IFA+ Summit 2014 - Mobility 

Following the successful launch 

of the international conference 

format IFA+Summit – the Next 

Level Of Thinking in 2014, 

the second edition is set to 

“rock the Messe” on 7 & 8 

September in the CityCube. 

Once again this year, the event 

will discuss innovative ideas, 

plans and visions regarding 

transportation, health, Big Data, 

the home, design and new 

entertainment developments: 

DESIGN 

Design is often the main factor 

influencing a purchase. 

© Messe Berlin GmbH 

Participants include: 

• Prof. Frans Vogelaar: 

founder of the Amsterdam/ 

Berlin-based Hybrid Space 

Lab and professor of Hybrid 

Space/Media Space at 

Kunsthochschule für Medien in 

Cologne since 1998. 

Prof. Natasha Vita-More: 

professor at the University 

of Advancing Technology, 

examining the design of the 

human body and its technology. 

ENTERTAINMENT 

In a society dominated by 

Web 2.0 and social media, 

consumers assume the role of 

producers. In future, who will 

produce content, what will that 

content be and who will it be 

for? Participants include: 

• Prof. Jonathan Taplin: an 

American author, film producer, 

professor of New Media and 

director of the Annenberg 

Innovation Lab in Los Angeles. 

• Michael Kraus: managing 

director of Deezer. 

HOME 

Digitally networked devices will 

provide us with more comfort 

in the home and become 

increasingly efficient. How can 

they help us handle energy 

requirements and natural 

resources in a more efficient 

manner? Participants include: 

• Prof. James Barlow: 

Professor of Technology and 

Innovation Management 

(Healthcare) and associate 

director of research and 

evaluation for Imperial College 

Health Partners. 

• Prof. Fred Potter - CEO of 

Netatmo. 

• Ratna Sita: research analyst 

at Euromonitor International. 

BIG DATA 

How will Big Data influence 

society and business in the 

future? Participants include: 

• Ramon Reichert: Visiting 

Professor of Film and Media 

Sciences at the Institute of 

Theatre, Film and Media 

Sciences at the University of 

Vienna since 2009. 

• Dr. Amy Gershkoff: Chief 

data officer at US-based 

company Zynga. 

HEALTH 

Can prosthetics be controlled 

by brain signals? Can robots 

and intelligent machines be 

put to use in patient care? 

Participants include: 

• Max Little: a leading 

mathematician 

• Dr. Markus Müschenich: 

medical head of the 

management holding of VzE in 

Berlin since 2004. 

• Dr. Thomas Huebner: 

founder of Preventicus 

• David Schärf: founder and 

managing director of OneLife. 

me 

MOBILITY 

Rapid population growth, 

climate change, lack of living 

space and the ever-present 

threat of traffic gridlock are 

challenges that concepts such 

as Smart Cities and City 2.0 

aim to confront. Participants 

include: 

Martin Börner: vice president 

of Samsung Electronics 

& head of IT & Mobile 

Communications. 

Bandar Antabi: vice president 

of Special Projects at Jawbone. 

18

Vision Meets Industry 

Session 1 

MOBILITY 

CityCube Berlin 

7 Sept. 2015 2:00-3:40 pm 

Auto-Mobile 

The “moveable self” takes on new meaning 

Wearables, e-cars, the smart city – the context of mobility and connectivity is causing new creative business 

ideas to be spawned on a daily basis, and the breakneck pace of innovation is opening up new perspectives. 

Which of the developments emerging within the mobile megatrends have what it takes to become global 

growth engines? And what about safety issues? What does it all mean for our society? The “Mobility” session 

at the IFA+ Summit will address these and other pressing issues. Eva Buschkrei, Audi’s head of International 

Business Integration - Car IT will highlight trends and challenges in the evolution of connected cars and the 

future of cross-linked mobility. We asked her to tell us a little more about her role at Audi. 

Within the Audi Group 

I am responsible for the 

international roll out of Audi 

Connect, which provides 

innovative infotainment 

solutions and enables cars 

to communicate with each 

other as well as with other 

objects around them. 

What do you see as being 

the biggest challenges in 

your industry today? 

In the era of digitalization, 

change is the only constant. 

The connected car is 

standard nowadays. With 

the changing consumer 

behaviour and expectations, 

people demand advanced 

mobility. It is upon the 

automotive industry 

to deliver innovative 

technologies. 

Please tell us more about 

your presentation 

Connectivity is a game 

changer for the automotive 

industry. Automated 

updates and new 

technologies transform cars 

into “always-on” devices 

and connect them with the 

“Internet of things”. 

The catch phrase of the 

summit is “next level of 

thinking”. How important 

is it for people to project 

onto a different plane in 

this respect and look at 

things in a different way? 

The Connected Car is not 

merely about the car itself, 

rather, is an everyday digital 

lifestyle. The adoption of 

cutting-edge technology 

allows us to enjoy the 

economic and social benefits 

arising from connectivity. 

The IFA+ Summit provides 

a great platform to share 

ideas and to connect with 

specialists from across the 

world. 

Eva Buschkrei 

Audi’s head of 

International Business 

Integration - Car IT 

Health Goes Electronic 

IFA+ Summit prescribes digital remedy 

Session 2 

HEALTH 


7 Sept. 2015 4:15-5:45 pm 

Dr. med. Markus 

Müschenich MPH 

Managing Partner 

& Founder, 

Flying Health 

The demands on healthcare and patient care are 

growing all the time. At the IFA+ Summit, Dr. med. 

Markus Müschenich MPH, Managing Partner and 

Founder, Flying Health will address the future of 

digital technologies in health care. We asked him to 

firstly tell us a little more about his current role and 

his organisation. 

I am Co-Founder and 

Managing Partner of FLYING 

HEALTH. FLYINGHEALTH 

is company builder and 

advisor for health startups 

in Germany focussing 

on concepts for real time 

health and digital therapy 

– software as a drug. We 

work with inventors to 

get their concepts off the 

ground, build sustainable 

companies and accelerate 

growth and value. Our goal 

is to preserve or improve 

human health. One such 

case is the Berlin-based 

Caterna Vision company, 

which has developed the 

first mobile medical app in 

Germany to be prescribed 

to patients by physicians 

and that has reimbursement 

in place from a health plan. 

I negotiated the contracts 

with doctors and the second 

biggest statutory health 

insurance organisation in 

Germany. 




Inventing disruptive 

digital products/services 

and bringing them into 

reimbursement of the health 

care system. 


your presentation at the 


Digital Health will improve 

healthcare with the same 

value for each patient as 

the invention of X-ray, 

antibiotics, anaesthetic 

drugs and genome 

sequencing did in former 

times. Digital Health 

provides serious medical 

services from health 

information to diagnostics 

and digital therapy direct 

to the patient. It is a new 

distribution channel and 

matches to the economy 

on demand. Digital Health 

means global market health 

care. 

The “catch phrase” of 

the summit is “next 

level of thinking”. 

How important is it for 

people to project onto 

a different plane in this 

respect and look at things 

in a different way? 

Health care professionals, 

health care industries and 

purchasing organisations 

that do not follow the new 

digital rules in health care 

will fail as other companies 

have recently in not facing 

up to disruptive change due 

to digitalisation. 


19


Session 3 

BIG DATA 


8 Sept. 2015 9:00-10:30 am 

Emotion in Motion 

When machines understand how we feel 

In a short talk at the IFA+ Summit, Dan Emodi - VP Marketing & Strategic 

Accounts, Beyond Verbal Communication will show the possibilities 

and applications of emotions analytics. We asked him to give us a little 

background on his presentation… 

Beyond Verbal technology 

extracting individuals’ full 

set of emotions & character 

from their raw voice in realtime, 

as they speak. Our goal 

is to endow machines with 

emotions understanding 

allowing us to better 

interact with machines and 

with each other. As the VP 

of Marketing and Strategic 

Accounts my role is to help 

the company establish 

market leadership while 

identifying and developing 

new verticals for our 

technology. We believe 

Emotions Understandings is 

currently the world’s most 

important non-existing 

interface. More specifically, 

while today’s smart 

machines are getting ever 

smarter - understanding 

what we type, click, touch 

and say, where we are 

and what their position 

in space is, they are still 

limited by their incapability 

to understand how we 

feel and what we mean. 

As-a-matter-of-fact, when 

it comes to emotions and 

wellbeing, our modern-day 

machines are still running 

blind. We are passionate 

creatures that beat to the 

rhythm of our sentiments, yet 

our machines are oblivious to 

these same emotions that 

power us humans and big 

data practically ignores this 

critical piece of information. 

But this is about to change. 

Enabling machines to 

understand our emotions 

is introducing a whole new 

dimension to big data. A big 

data of emotions change the 

way we look and analyze our 

world on a macro level but at 

the same time also change 

the very way we understand 

our own micro-selves. 

Dan Emodi 

VP Marketing & Strategic Accounts, Beyond 

Verbal Communication 

The talk will show how 

emotions can be extracted, 

analyzed and quantified on 

a massive scale and what 

insights it can drive into our 

ability to understand our 

surroundings as well as our 

own personal wellbeing. 

We believe that quantifying 

emotions is the next BIG 

thing. 


on the IFA+ Summit? 

Different thinking starts with 

education and educations 

starts with awareness. 

An IFA Summit aimed at 

thinking next is thus an ideal 

vehicle to make the required 

leap forward. 

The Design Factory 

Changing thinking and learning 

processes to the ben efit of one and all 

Session 4 

DESIGN 


8 Sept. 2015 10:55-12:25 am 

Prof. Kalevi 

Ekman 

Director and Founder, 

Aalto Design Factory 

Why does design 

matter more than ever? 

In the Design session of 

the IFA+ Summit, Prof. 

Kalevi Ekman Director 

and Founder, Aalto 

Design Factory will look 

at the latest trends in 

product and industrial 

design. We asked Prof. 

Ekman to tell us more 

about his daily work. 

Aalto University is a merger 

of three old universities, 

covering the fields of 

technology, design and 

business. The Design Factory 

is an experimental platform 

for boosting interdisciplinary 

activities in learning, 

research and application. 

I’m the captain of the 

factory. The industry must 

do things differently. The 

population and domestic 

market is small, general cost 

level is high, there are quite 

few internationally known 

brands, and there are very 

limited material natural and 

capital resources. 

What will you be talking 

about at the summit? 

The presentation will show 

how students of design, 

engineering and business are 

learning together in projects 

with industry. The products 

and their immaterial 

elements have become 

increasingly complex. It is 

harder than ever to design 

and implement simple, 

sound and elegant solutions 

that are guaranteed to 



learning that turns to action 

function and enable the user 

to gain maximum value. To 

release the potential of 

highly educated experts of 

various fields, the designers 

can act as “glue” in the 

organisation. Designers 

typically learn skills of 

user-centric design, visual 

communication, aesthetics, 

model making and early 

testing of ideas. But they 

should also learn how to use 

these skills with engineers 

and business experts. This 

learning process is beneficial 

for all parties involved. 

The catchphrase of the 

summit is “Next Level of 

Thinking”. What does this 

mean to you? 



learning that turns to action. 

There is so much wasted 

potential. The summit is 

most welcome to provoke 

discussion. 

20


Session 5 

HOME 


8 Sept. 2015 1:45-3:15 pm 

The Future of the Smart Home 

Netatmo CEO “takes the temperature” of the market at 

IFA+ Summit 

Created in 2011, Netatmo is an innovative company developing consumer 

electronics for a “better and connected lifestyle”. Company founder 

and CEO Fred Potter is thus no stranger to the idea of the “connected 

home”. But where is it all headed? He will be addressing the issue in his 

presentation at the IFA+ Summit. We asked him to tell us a little more. 

12 years ago, the first Voice 

over IP line was launched in 

France. It revolutionised the 

Internet access and today, 

there are more than 26 

million VoIP subscribers. I 

believe the next sector that 

software will transform is 

the Smart Home. Now the 

majority of the population 

has Smartphones and access 

to Wi-Fi networks, the 

predictions are that IoT will 

be even bigger than mobile. 

The first consumer segment 

where IoT is booming is 

Smart Home. The challenge 

is to differentiate oneself 

with unique key features 

that the competitors don’t 

propose and that improve 

the life of our users. 

What products have you 

already launched to date? 

We’ve launched 3 products: 

the Weather Station 

for Smartphone, that 

monitors the indoor and 

outdoor environment, the 

Thermostat for Smartphone, 

that allows users to control 

their heating remotely 

and Welcome, the first 

smarthome camera with 

face recognition technology. 

The “catch phrase” of the 


thinking”. How important 

is it for people to project 

onto a different place in 

this respect and look at 

things in a different way? 

It’s by considering things 

differently that people 

come up with impactful 

innovations. In a market like 

smart home, that’s growing 

and has a huge potential. 

By thinking differently, 

you can make a difference 

and conceive products or 

ideas that will change the 

landscape. It’s not about 

doing something no-one 

has never done, but more 

about bringing innovations 

that will mark a general 

stepping up of the market. 


on the fact that IFA has 

Fred Potter 

Founder & CEO, 

Netatmo 

created this industry 

summit? 

IFA is the European and 

international rendezvous 

for people and companies 

of the industry. This summit 

is a great opportunity 

for companies of all size 

to have visibility and to 

give their opinion on key 

topics. 

Don’t Stock It – Stream It 

Deezer boss addresses IFA+ Summit on how 

changing use patters and business models 

Session 6 

ENTERTAINMENT 


8 Sept. 2015 3:30-4:50 pm 

Michael 

Krause 

Managing Director GSA, 

Deezer 

With the onset of streaming music services, business 

models are evolving and user patters are also 

changing. At the IFA+ Summit, Michael Krause 

Managing Director GSA, Deezer will address these 

and other challenges in the industry today – and in 

the future. Mr Krause explained to us that Deezer has 

experienced phenomenal growth in the past years… 

Founded in 2007, Deezer 

was the first truly global 

on-demand audio provider, 

offering a digital music 

streaming service in more 

than 180 countries, with 

16 million monthly active 

users and 6 million paid 

subscribers worldwide. 

Deezer is at the forefront 

of a streaming revolution, 

allowing fans instant access 

to the largest music & audio 

catalogue in the world, with 

more than 35 million songs, 

radio channels, podcasts and 

audiobooks on any device. 

As Managing Director GSA I 

am in charge of operations 

for the German-speaking 

markets, including editorial 

management, local rights 

acquisition, ad-sales, partner 

management and B2C 

marketing. 




The biggest challenge for 

the industry is to spread 

the message that music 

streaming services offer 

the best possible music 

experience and let streaming 

become mainstreaming in all 

markets. 


your presentation at the 


Music streaming is a huge 

chance for the whole music 

industry to get back on track. 

Labels and artists alike are 

able to provide new creative 

concepts and additional offers 

to their customers. Deezer 

offers new payment models 

where especially newcomers 

can start their own music 

business from scratch. New 

bundling possibilities with 

hardware manufacturers 

and multimedia devices 

offer new revenue streams, 

engagement tools and added 

value for the OEMs. For the 

whole music industry a new 

success story is about to start. 

The “catch phrase” of the 


thinking”. 

How important is it for 

people to project onto 

a different plane in this 

respect and look at things 

in a different way? 

Technology and consumer 

behaviour are ever changing 

at rapid speeds – and 

Deezer has profited from 

this development. So finding 

new perspectives in order 

to understand people and 

their needs is always useful. 

Connecting with some of 

the most important thinkers 

and executives in design, 

entertainment and big 

data at IFA+ Summit seems 

a great opportunity for 

Deezer. I’m looking forward 

to discussing future trends 

and ideas with them. 


21


IFA 2015 PRESS CONFERENCES 

Discover all the latest news from 

top manufacturers at the IFA press events 

© Messe Berlin Gmbh 

Philips Press Conference - IFA 2014 

Electrolux Press Conference - IFA 2014 

WEDNESDAY 2 ND SEPTEMBER 2015 

09:00 am - 10:00 am Intel Hall 16 / Booth 100 

10:00 am - 11:45 am Siemens Hausgeräte Hall 1.1 / Booth 101 

11:00 am - 12:00 pm Acer Hall 7.3 / Room Berlin 

11:00 am - 12:00 pm Miele Hall 2.1 / Booth 101 

12:00 pm - 12:45 pm Robert Bosch Hausgeräte Hall 3.1 / Booth 101 

01:00 pm - 03:00 pm IFA Opening Presse Conference CityCube Berlin 

03:00 pm - 04:00 pm Panasonic Hall 5.2 / Booth 101 

04:00 pm - 05:00 pm Intel Deutschland Hall 16 / Booth 100 

04:15 pm - 05:00 pm Sony Hall 20 / Booth 101 

05:00 pm - 05:45 pm Cuciniale Hall 8.1 / Booth 203 

05:00 pm - 06:00 pm Metz Consumer Electronics Hall 6.2b / Booth 201 

06:30 pm - 08:30 pm VDE / ZVEH / ZVEI Hall 11.1 / Booth 9 

THURSDAY 3 RD SEPTEMBER 2015 

10:00 am - 10:45 am DJI Europe Hall 6.2b / Booth 201 

10:00 am - 11:00 am Whirlpool Hall 9 / Booth 101 

11:00 am - 12:00 pm Samsung Electronics CityCube Level 2 

12:00 pm - 01:00 pm Philips Hall 22 / Booth 101 

12:00 pm - 01:00 pm Beko Deutschland Hall 5.1 / Booth 101 

12:00 pm - 01:00 pm Kaspersky Foyer Hall 6.2b / Room Erfurt 1 

01:00 pm - 02:00 pm Electrolux Hall 4.1 / Booth 101 

01:00 pm - 03:00 pm GfK Technical Innovation Marshall Haus / 

Conference 

Sommergarten 

01:30 pm - 02:15 pm Harman Funkturm Indoor Ground 

/ Booth 100 

02:00 pm - 03:00 pm Bauknecht Hausgeräte and Indesit Hall 9 / Booth 101 

Company Deutschland 

02:00 pm - 03:00 pm Oregon Hall 6.2 / Booth 124 

03:00 pm - 03:30 pm Unmonday Hall 7.2a / Booth 119 

04:00 pm - 05:00 pm JK Imaging Europe / IT2U Hall 25 / Booth 110 

04:00 pm - 05:00 pm Ricoh Company Grosser Stern / Room Hong Kong 

04:00 pm - 05:00 pm WMF Hall 6.1 / Booth 102 

04:30 pm - 05:30 pm Haier Hall 3.1 / Booth 109 

FRIDAY 4 TH SEPTEMBER 2015 

09:00 am - 10:00 am Deutsche Telekom AG Hall 21a / Booth 101 

09:00 am - 10:00 am TCL Hall 21b / Booth 104 

09:00 am - 12:00 pm Opening Tour of IFA 2015 

10:00 am - 11:00 am KitchenAid Hall 9 / Booth 101 

10:00 am - 11:00 am PocketBook Readers Hall 15 / Booth 230 

10:00 am - 06:00 pm IFA TecWatch Hall 11.1 / IFA TecWatch 

10:30 am - 11:30 am Deutsche TV-Pattform e.V. Hall 11.1 / IFA TecWatch 

11:00 am - 12:00 pm Beko Hall 5.1 / Booth 101 

11:00 am - 12:00 pm EK / Servicegroup Hall 3.1 / Booth 105 

11:00 am - 12:00 pm JK Imaging Europe / IT2U Hall 25 / Booth 110 

12:00 pm - 12:45 pm Dyson Hall 4.1 / Booth 204 

12:00 pm - 02:00 pm China Chamber of Commerce for Hall 29 / Booth 100 

Import and Export of Machinery 

& Electronic products (CCCME) 

12:45 pm - 01:30 pm Beurer Hall 4.1 / Booth 212 

04:00 pm - 05:00 pm Euronics International Red Lounge ( 

04:00 pm - 05:00 pm Gorenje Hall 1.1 / Booth 201 

04:00 pm - 05:00 pm JK Imaging Europe / IT2U Hall 25 / Booth 110 

07:00 pm - 10:00 pm Pepcom’s DigitalFocus Global Grand Hyatt Berlin, 

@ IFA Marlene-Dietrich-Platz 2 

SATURDAY 5 TH SEPTEMBER 2015 

12:00 pm - 01:00 pm Livall IOT Technology Hall 25 / Booth 110-4 

03:00 pm - 03:30 pm Pioneer & Onkyo Europe GmbH Hall 1.2 / Booth 201 

03:00 pm - 04:00 pm Grundig Hall 23 / Booth 101 

03:35 pm - 03:55 pm Cerevo Hall 7.2c / Booth 104 

04:00 pm - 04:45 pm Sharp Hall 6.2 / Booth 203 

MONDAY 7 TH SEPTEMBER 2015 

10:00 am - 01:00 pm FC Union Guided Tour CityCube Berlin 

22


TESTED, AND AWARDED 

BY THE EXPERTS 

Whether it’s in the field of audio, video, photo, 

home entertainment, in-car or mobile electronics 

areas, the crème de la crème are recognised 

in Berlin at the EISA* Awards Ceremony 

on 4th September 

In a glittering gala evening that attracts the 

who’s who of the industry at the Kempinski 

Bristol Hotel, the annual EISA awards are presented 

– allowing manufacturers to highlight 

their most innovative products in the coming 

year across Europe and around the world. 

For 32 years, the prestigious awards have been 

the result of a unique, democratic, qualitybased 

selection by more than 50 independent 

experts in 20 European countries. 

Every year, the EISA Awards applaud the new 

products that combine the most advanced 

technology, the most desirable features, the 

ultimate expression of design, the most satisfying 

ergonomics and, of course, the greatest 

value for money. In short, EISA recognizes the 

features most likely to be appreciated by an 

enthusiast public seeking high quality and 

creative facilities. 

The association’s president, Jorge Gonçalves, 

explains that the concept of novelty had truly 

become a “movable target” since consumers 

put a very high level of pressure on manufacturers, 

almost imposing on them a constant cycle 

of launching more and more new products. He 

gave thanks to all the brands that “keep feeding 

our dreams and bringing permanently to 

the market new concepts in technology, design 

and usability that most of the times surpass 

anything that we could ever conceive in our 

wildest dreams.” 

For several years now, Cleverdis (publishers of 

IFA International) and EISA have been close 

partners, and this year is no exception. Senior 

members of EISA have participated actively in 

the compilation of Buyers’ Guides for a number 

of product categories in the consumer electronics 

field in IFA International. 

* EISA is the European Imaging and Sound Association 

Just Can’t Stop ShowStoppers 

Press event moves to new south entrance location 

due to hike in demand 

It’s THE not-to-be-missed 

media event at IFA, just like at a 

number of other top-line trade 

shows. 

Now in its 22 nd year globally, 

ShowStoppers is a global leader 

in producing press and business 

events spanning the US, Europe 

and Asia. Each event organizes 

product introductions, sneak 

previews and demonstrations 

for selected journalists, 

bloggers, industry and financial 

analysts, venture capitalists and 

business executives. Industry 

leaders, innovators and startups 

exhibit to help generate news 

coverage and product reviews, 

make new connections, 

promote brand, and open new 

markets. 

“We are expecting more than 

60 companies to meet the 

press at ShowStoppers @ IFA 

2015, making this the largest 

ShowStoppers event at IFA, 

ever”, states co-organiser Steve 

Leon. “We expect to match 

or exceed last year’s press 

attendance of more than 700 

qualified/selected journalists, so 

we are moving the event to the 

South Entrance building. We’ve 

outgrown the space available in 

14.2/15.2. That’s the simplest 

measure of success.” 

Exhibitors this year include 

(but are not limited to): 

B&O Play / Beyerdynamic / 

Cambridge Silicon Radio (CSR) / 

DJI / D-Link / Findbox / GN 

Hearing / Griffin Technology 

/ Honeywell / Intel / Jabra / 

Labworks / Microsoft / Netatmo 

Oaxis / Olloclip / Parallels / 

Plantronics / Primera / Pure / 

Qardio / Seagate / Sennheiser 

/ Shenzhen Medica Technology 

Development / Skullcandy / 

Steelmate / Toshiba / Wacom / 

Yubico / Zound – Marshall / ZTE 

Devices 

3 Sept. 2015, 6 pm 

ShowStoppers @ IFA 2014 

ShowStoppers@IFA 2013 

Exhibit space for 

ShowStoppers@IFA 2015 

is limited and contracts 

quickly. 

To meet the press at 

ShowStoppers, click here for 

the event brochure 

http://www.showstoppers. 

com/?page_id=2794 

or contact: 

Dave Leon 

+1 845 638 3527 

or Lauren Merel 

+1 212 355 6326 

IHS Business 

Conference 

2015 

On Monday, 7 September 

at the IHS Business 

Conference in Berlin 

market researchers and 

trade visitors at IFA will 

be discussing future 

developments on the TV 

market, China’s impact 

on the global market and 

how apps and streaming 

services will continue to 

revolutionise connected 

CE. 

Monday, 7 Sept. 2015 

CityCube Berlin, 

Level 1, A1 

PROGRAMME 

12:30 pm - 1:00 pm: Registration 

1:10 pm - 1:30 pm: Keynote 

China is More Than Just a Factory 

• Ben Keen, Vice President, Technology 

Market Intelligence, IHS 

1:50 pm – 3:20 pm: Session 1 Market Update 

Global CE Market Roundup: What’s New, 

What’s Hot and What’s Next? 

• Paul Gray, Principal Analyst/Researcher, IHS 

- China Gaining Control of Panel 

Manufacture 

• Yoshio Tamura, Director, Displays, IHS 

- The Evolving App Landscape 

• Ian Fogg, Director of Mobile and 

Telecommunications, IHS 

3:20 pm - 3:30 pm: Session 1 Panel 

Discussion 


Discussion moderated by Ian Fogg, Director 

of Mobile and Telecommunications, IHS 

- From Fixed Function to App Platform: 

What’s Next for Connected CE? 


Discussion moderated by Paul Gray, 

Principal Analyst/Researcher, IHS - UHD: 

Why Are We Waiting? 

5:50 pm - 6:00 pm: Closing Remarks 

6:00 pm - 8:00 pm: Oktoberfest Pavilion 

Reception and Dinner 


23

Trade Talk 

T’is The Season 

Top 10 predictions for Christmas 2015 bestsellers in tech 

unveiled by Currys PC World 

Currys PC World has 

published a list of the 

products it expects to be 

the big hitters this coming 

Christmas. 

Included in its Top 10 are 

Sonos multi-room speakers 

and wearable device 

Jawbone UP – both multiroom 

audio and fitness 

wearables lead the pack in 

terms of the most sought 

after festive tech. 

Currys PC World 2015 Top 

Ten Christmas Predictions: 

1. Sonos multi-room 

system 

2. Samsung multi-room 

system (M3, M5, M7) 

3. Jawbone UP 

4. Fitbit Surge 

5. Nutribullet Pro blender 

6. KitchenAid Artisan 

Stand Mixer( in Crystal 

Blue/Boysenberry) 

7. Sony Bravia X8 Smart 

Ultra HD 4K 49” (with 

Android) LED TV 

8. Samsung Smart Ultra 

HD 4K 48” Curved LED 

TV 

9. Lenovo’s ‘next 

generation of’ Yoga ‘2 

in 1’ convertible laptop 

10. Ninja Nutri blender 

MUSIC TO MY EARS 

Audio purchases are 

expected to be a huge hit 

this Christmas with wireless 

multi-room speakers, in 

particular, leading the way. 

The rise of music streaming 

is changing the way that 

music is consumed in the 

home and making people 

take a closer look at what 

products they should be 

buying. 

Consumer appetite for 

smart devices that link up 

to multi-room speakers 

has meant that all leading 

brands now have their own 

version of this product. 

Platforms from Sonos 

and Samsung are firm 

favourites, with sales of 

Sonos up 80% year on year 

and many other brands also 

enhancing their systems 

to give customers an even 

better entertainment 

experience. 

Vimal Solanki, Category 

Manager for Home Audio 

at Currys PC World, 

comments: “The way 

people are listening to 

music at home is radically 

changing. The technology 

in people’s homes has 

become more connected 

so they’re looking for more 

versatile ways to enjoy 

music from their personal 

collections as well as the 

boom in streaming services. 

Multi-room music systems 

let people listen to the 

widest possible range of 

music where and whenever 

they want - they are the 

ultimate gift for music 

lovers. Entertaining in the 

home has never been easier 

or so much fun.” 

WEARABLE TECH 

Whether it’s the need for 

keeping track of personal 

fitness goals or simply 

down to aesthetics, smart 

watches and wearables 

have accelerated in 

popularity this year - sales 

on fitness gadgets are up at 

Currys PC World by a huge 

900% year on year. 

Wearable gadgets including 

the Jawbone UP and Fitbit 

Surge allow consumers 

to track everything from 

their sleep patterns to 

their daily calorie intake, 

all the while looking slick 

and lightweight. They 

make ideal presents due 

to their compact size 

and affordability and are 

expected to be another big 

hit this coming Christmas. 

The way people are listening to music 

at home is radically changing. 

GADGET HUNGRY 

The trend for baking has 

risen to new heights over 

the past 12 months, and 

isn’t expected to slow 

what with a new series of 

Bake Off leading fans into 

Christmas. Last autumn, 

Currys PC World saw a yearon-year 

sales spike of 80% 

for baking tech, including 

kitchen machines and stand 

mixers. 

BLENDING IN 

The nation also remains 

obsessed with eating clean. 

Getting your five a day has 

never been easier via the 

wide range of juicing and 

blending products on the 

market today. Currys PC 

World reports a 90% yearon-year 

rise in the sales 

of high-speed blenders. 

The Nutribullet is still 

incredibly popular and its 

silver edition, exclusive to 

Currys PC World this year, 

is predicted to welcome 

strong customer demand 

this coming Christmas 

(other colours are red and 

black). 

The kitchen is fast 

becoming the room in the 

house that customers are 

spending the most money on. 

Sarah Butcher, Category 

Manager for SKA at Currys 

PC World, says: “The 

kitchen is fast becoming 

the room in the house that 

customers are spending the 

most money on. Products 

are expected to look good 

on the kitchen counter as 

well as being practical and 

versatile. Gifting someone 

you love with the latest 

high speed blender ticks 

both these boxes.” 

TVS AND ‘2 IN 1’S 

Other tech set to capture 

the imagination this 

Christmas is 4K Ultra HD 

TV. Samsung and Sony both 

have stylish and super-smart 

4K offerings this year where 

© Currys PC World 

the picture quality has so 

much detail and depth that 

owners won’t ever want to 

leave their living rooms. In 

turn, their smart platforms 

allow for everything from 

4K movie streaming to pin 

sharp catch-up services and 

smooth internet browsing. 

Elsewhere Lenovo’s ‘next 

generation’ of Yoga ‘2 in 

1’ laptop is expected to 

be a favourite computing 

product in the coming 

months. ‘2 in 1’ computing 

continues to grow, the 

blend of full laptop 

power and full tablet fun 

at accessible prices, an 

irresistible combination for 

many users. 

24

Trade Talk 

IFA TRADE NEWS BRIEFS 

MEDIA MARKT 

AND SATURN 

Visa or 

Mastercard 

– Yes we can! 

for the launch of cuttingedge 

payment systems 

– as both contactless 

credit card payments 

and mobile payments 

on smartphones will be 

introduced nationwide in 

autumn 2015. 

Regular international visitors 

to Berlin have long been 

aware of the fact that when 

buying technical consumer 

goods at Germany’s biggest 

electronics retailers, it was a 

case of “cash only”. 

This year, the tide is turning, 

as Media Markt and 

Saturn launch contactless 

and mobile payments 

for customers using NFC 

technology - and they can 

now use MasterCard and 

Visa credit cards at all the 

group’s German stores. 

The move paves the way 

“By starting credit card 

payments in cooperation 

with Visa and MasterCard, 

the two largest providers, we 

are laying the foundations 

at the POS for the gradual 

introduction of modern 

payment options based 

on mobile technologies. In 

particular, by implementing 

NFC-enabled POS terminals 

this year, we are paving the 

way for future payment 

systems,” declared Klaus- 

Guido Jungwirth, COO of 

Media-Saturn Deutschland 

GmbH, who is also 

responsible for customer 

services. 

“We are delighted that 

Media Markt and Saturn, 

the two leading consumer 

electronics retailers in 

Germany, now accept Visa 

cards and will shortly also 

support contactless and 

mobile payments with Visa. 

This move will broaden the 

nationwide acceptance of 

Visa cards on the German 

market,” said Ulrich 

Keppler, Lead Acceptance 

for Visa in Central Europe. 


25

Trade Talk 

EXPANDING 

OMNI-CHANNEL STRATEGY 

Media-Saturn Group arrives at IFA with 

beefed-up online presence 

PRESS 

CORNER 

THE CRITICAL EYE 

– AND COMMENTS 

OF THE MEDIA AT IFA 

Each day in IFA International, we 

will be bringing you feedback from 

media at the show, helping buyers 

and manufacturers take the right 

direction in the coming months. 

INTO 

TOMORROW 

– AND BEYOND! 

The Media-Saturn Group is back 

at IFA this year wearing some 

“new hats”, having acquired 

a majority stake in Europe’s 

biggest live shopping platform 

iBOOD.com and also expanding 

its digital business when it comes 

to content. 

In April, the group, Europe’s 

number one consumer 

electronics retailer, acquired a 

majority shareholding in Dutch 

live shopping platform iBOOD. 

com. The company is now run 

under the auspices of Media- 

Saturn’s Electronics Online Group 

(EOG). Media-Saturn is bringing 

together all existing and future 

online pure play activities within 

EOG in order to accelerate the 

group’s growth in e-commerce 

and to further expand its role as a 

leading omni-channel consumer 

electronics provider in Europe. 

The iBOOD.com community 

already comprises 1.4 million 

members in eight European 

countries. In 2014, the company 

generated sales of approximately 

€36.4 million. 

A WHOLE WORLD OF ENTERTAINMENT ON 

A SINGLE PLATFORM 

Meanwhile, Media-Saturn is now 

also expanding its digital business 

when it comes to content. In the 

beginning of August, the company 

launched the entertainment portal 

JUKE in Germany. The launch of 

JUKE will allow this leading retailer 

of physical entertainment products 

to also provide a comprehensive 

digital offering in the future. 

Media-Saturn is now bundling the 

whole world of entertainment on 

a single platform under the JUKE 

brand, which previously comprised 

only the music streaming service 

launched back in 2011. The wide 

range of movies and TV series, 

music, e-books, PC games and 

PC software offered can be used 

on all of the most popular end 

devices. 

In addition to the continued 

high level of demand for physical 

entertainment products – 

especially in German-speaking 

countries – the offerings for 

downloading and streaming are 

now also on the verge of entering 

the mass market. "As by far the 

largest retailer of entertainment 

products, it is obvious that we 

also want to position ourselves 

on the market as the leading 

provider of digital content," says 

Wolfgang Kirsch, CEO of Media- 

Saturn Deutschland GmbH. "The 

previous download offerings on 

saturn.de and mediamarkt.de 

as well as our music streaming 

service JUKE have performed 

extremely well in recent years. 

This makes the decision to now 

bundle and consistently continue 

to develop our digital offerings 

on the new JUKE entertainment 

portal a logical next step. JUKE is 

our own digital service, something 

no other consumer electronics 

retailer can offer. With JUKE, we 

are helping shaping the future of 

digital entertainment," continued 

Kirsch. 

Media-Saturn is also relying on its 

tightly woven network of stores 

in Germany, which currently 

comprises more than 260 Media 

Markt stores and approximately 

160 Saturn stores, when it comes 

to marketing JUKE. Trained 

specialist advisors will be available 

to answer any questions that 

customers might have about the 

new entertainment portal. At the 

same time, it will be possible to 

put JUKE through its paces on a 

wide variety of end devices at the 

POS. 

“Into Tomorrow with Dave Graveline” will 

be broadcasting from IFA for their 13th 

year in Berlin and is looking to promote 

many Exhibitors and chat about many of 

the new products being introduced and 

shown at IFA this year. 

Dave’s Producers are currently booking 

companies that have a variety of unique 

Consumer Electronics. There is never a 

charge to be a guest on “Into Tomorrow”! 

There are several ways to promote with 

“Into Tomorrow” during their special IFA 

broadcasts. 

Visit: http://www.IntoTomorrow.com/ 

remotes-v for more info and be sure to 

swing by Hall 24. 

As always, they are the biggest thing in 

the smallest hall. 

By the way, do YOU have our "Into 

Tomorrow" app? It's avail for iPhones/ 

iPods/iPads, Android devices, Kindle Fire 

and for Chromebooks! 

26

Exclusive Interview 

New Challenge, New Face! 

Haier new European CEO works toward new roadmap 

at IFA 

Yannick Fierling was named at the helm of Haier Europe on 20 th March. 

A French national, Fierling follows predecessor René Aubertin as only the 

second European to be responsible for the overall management of Haier 

Europe, the European entity of Haier Group. His appointment reinforces 

the commitment of Haier to becoming a major player in the European 

market through a localisation strategy. We asked him to tell us more about 

his new role … 

I am very excited to be now 

at Haier, because we have 

a big challenge in front 

of us. Haier has a lot of 

ambition in Europe and I 

hope I will be able to fulfil 

and meet the expectations 

for this region. Haier is very 

big in Asia and is growing 

very significantly in North 

America, and we have been 

stagnating a little bit in 

Europe – for the past two 

years. However 2015 looks 

pretty good! We are aiming 

to get into the top five in 

Europe. For this we need 

to reinforce the strategy we 

have in place today and find 

new ways to get into this 

position. 

What will be your first 

tasks? 

First of all, it’s to gather 

information. I have been 

running through the 

different markets. I have 

of course been in China as 

well; I want to understand 

exactly the challenges we 

have in front of us, and 

then with the team to 

build a strategy to fulfil our 

ambition, which is, as I said, 

to enter into the top five. 

The biggest challenge we 

have is brand recognition. 

We have brand recognition 

of around 20% in Europe, 

and this is not enough. 

Today we have the right 

products. There is no doubt 

about that, but our brand is 

not recognised enough. But 

we are still pretty young. 

Time will help, but more 

than time, we need to do 

better in communication 

and be better at promoting 

our products to be better 

known across the different 

markets in Europe. 

You’re talking primarily 

about white goods, but 

also brown goods… 

My speech was about 

the entire product ranges 

Haier is offering, because 

I think one of the main 

strengths this company has 

is the range of products 

we are offering, because 

we have white goods, we 

have consumer electronics 

– TVs, tablets and phones, 

and we have been making 

tremendous progress in 

this field. When you look 

at the numbers for tablets 

and phones, the growth 

has been impressive for 

the past two years. And we 

have energy solutions, with 

heat pumps, solar panels, 

and AC. That’s giving a 

huge opportunity to this 

brand, because if you have 

this range of products and 

you are able to optimise 

them in one single room, 

you would fine a lot of 

opportunities to leverage 

this in communication. 

All companies are talking 

about the connected 

home, but as GfK points 

out in its most recent 

reports, innovation 

is what will drive the 

market. This seems to be 

what we are seeing at 

Haier… Is this your key 

differentiator? 

First of all, we have the 

luxury of having a wide 

range of products. Not all 

of our competitors have this 

luxury and I think leveraging 

this is very important. 

I agree that innovation is 

the biggest engine there is 

right now on the market in 

order to get your product 

recognised, and Haier is 

investing 4% of revenues 

into R&D globally. We have 

more than 8,000 engineers 

across the world working 

on our product, and the 

commonalities between 

the markets are much 

bigger than the differences. 

We need to address the 

differences, but the world 

is getting smaller and 

smaller. Products such as 

the double drum washing 

machine are answering 

specific consumer needs in 

terms of time and energy 

savings. And the new 

solid-state refrigeration 

technology is a real market 

breakthrough. I am sure we 

will be leveraging this across 

the different systems... 

it’s very environmentally 

friendly, too. Haier has 

been demonstrating for 

some years now that we are 

innovators, and with the 

new product launches at IFA 

this trend is accelerating. 

I think this year’s IFA is 

going to be a great one for 

Haier. 

Yannick Fierling 

CEO, Haier Europe 

Yannick Fierling joined Haier following fifteen years 

at multinational home appliance manufacturer 

Whirlpool, where he most recently acted as General 

Manager of the Fabric Care business unit and Vice 

President of Whirlpool EMEA. During his time at 

Whirlpool, Fierling occupied positions of increasing 

responsibility in Europe and North America. 

(…) we are innovators 


27


Success Breeds Succe 

Major Triumph for Bauknecht at IFA in 2014 prompts 

Jens-Christoph 

Bidlingmaier 

General Manager of Bauknecht Hausgeräte GmbH 

& Indesit Company Deutschland GmbH 

At last year’s IFA, the Whirlpool group’s “German arm” – 

Bauknecht home appliances – took part in the show for the 

first time, to “test the waters”. The trial was, according to 

Bauknecht / Indesit CEO Jens-Christoph Bidlingmaier, a major 

success – as the entire global group is participating this year. 

We were proud of the fact that 

Bauknecht could be at IFA first for 

this big company, really showing 

that IFA could be a success story. 

We were well prepared going into 

IFA last year. We trained all the 

people from sales and marketing 

about how best to leverage IFA, how 

to approach our customers, and 

above all, how to get the orders. 

It’s nice to go to IFA and show the 

products, but in the end you have 

to invoice! 

So you signed a lot of deals at 

the show? 

Yes. It’s an image show, it’s a 

product show, and it’s also an order 

fair. The result was amazing. It was 

so fantastic, and people were very 

enthusiastic. Within the team, the 

mindset totally changed. They were 

so positive – and we saw the results 

in the figures coming in from GfK in 

October, November and December, 

and this was great to see. Also 

the first four months of this year, 

28


ss 

Whirlpool group’s presence in 2015 

we have been exceeding 

forecasts with excellent 

growth. 

So this year, the Whirlpool 

group is here, based on 

this performance? 

They saw clearly what we 

had done at IFA and were 

impressed by the number 

of orders that were signed. 

The senior management 

of the company in North 

America and EMEA were 

also impressed also by the 

international scope of IFA. 

With all the players in the 

market, it’s more than just 

selling products; it’s being in 

the heart of the “consumer 

lifestyle” world. They saw 

that IFA is where you have 

to be especially when you 

would like to be a big player 

in Europe. So they decided 

to invest, and now we 

have 3,200 square metres 

exhibition space compared 

to 800 last year: four times 

more. It makes us proud in 

Germany that the company 

decided to come over with 

its five brands, Whirlpool, 

Bauknecht, Indesit, 

Hotpoint and KitchenAid in 

hall 9 stand 101. 

You had a big announcement 

at the recent 

Berlin pre-IFA press 

briefing with the 

introduction of the 

connected range and the 

BLive application that 

goes with it. Please tell 

us more. 

First of all, to explain this 

very clearly: for us, the 

product remains central. 

The product must have 

an added value for our 

consumer. The added value 

of a washing machine is 

firstly that you would like 

to wash, and with a dryer 

you would like to dry. 

Connectivity is good to 

have and should also add 

value for the consumer. 

So at IFA this year we are 

showing our first approach 

with four products. 

Our latest model in cooling 

comes with connectivity. 

get training via the app, 

with explanations on how 

to use the equipment. 

What is the “Platinum 

Programme”? 

This programme for 

retailers, along the “Passion 

Concept” for kitchen 

specialists is an exclusive 

programme where we have 

defined a different product 

portfolio over all categories. 

The customer has to sign 

a contract and fulfil some 

requirements, such as 

undergoing training, PoS 

presentations and so on. 

It’s not a contract that is 

very complex. It’s a onepager 

with ten points on 

both sides. In the past, 

the programme was very 

restricted. 

Now we would like it to 

become more open, but 

we have to be sure to find 

the right customers playing 

It’s an 

image show, 

it’s a product 

show, and it’s 

also an order 

fair. The 

result was 

amazing 

FIRST TIME AT IFA 

FOR WHIRLPOOL 

Bauknecht, the German 

flagship brand of 

Whirlpool, was present 

at IFA for the first time 

last year. This year the 

entire Whirlpool group 

is present with major 

and small domestic 

appliances. 

The brand will be 

launching a totally 

new range of major 

appliances at IFA. 

Hotpoint, with 40% 

market share in the UK, 

will be demonstrating 

a broad range of small 

appliances. According 

to Jens-Christoph 

Bidlingmaier, “There are 

a lot of new product 

developments and 

ranges that you have 

not seen before. Some 

major innovations for the 

kitchen will be released 

at the show.” 

What are your strongest 

zones in Europe? 

Italy is very strong, as it 

is the home of Indesit as 

well as the group’s EMEA 

headquarters. The UK is very 

strong with Hotpoint. In 

Russia we have Whirlpool, 

Indesit and also Bauknecht. 

In Poland we are a number 

one player, and of course 

there is France. 

So those are the biggest 

countries. When it comes to 

brands, Whirlpool is playing 

primarily in southern 

European countries, while 

Bauknecht is more in the 

German speaking countries 

and northern Europe, 

including Benelux. 

It’s a dual no-frost fridgefreezer, 

with two separate 

processors. We are also 

presenting connected 

washing machine, dryer 

and dishwasher. You also 

with Platinum in the retail 

sector or passion in the 

kitchen sector. We are open 

to discussions from the 

trade, but we will still not 

offer this to everyone. 

Bauknecht Connectivity Range 


29

CONSUMER 

LIFESTYLE 

2015 Trends 

As the world’s leading trade show 

for consumer electronics, IFA 

presents the entire spectrum of 

new products from an innovative 

industry. Ultra-HD screens with 

even more impressive colours 

and spectacular contrast, home 

cinema sound in three dimensions, 

innovative software platforms for 

intelligent interconnection, sensors 

for fitness and health, confectionery 

or fashion from the 3D printer, 

music from wireless networks – IFA 

2015 is presenting the trends from 

all sectors of the industry 

Top Trends in Consumer Electronics 

Sound in 3D, sensors for fitness and fun and breath-taking TV images – 

what you can expect to find at IFA 2015 

PHILIPS 7600 UHD - SUPER-FLUENT MOTION 

IN ULTRA HD RESOLUTION 

To meet the ambitious needs of users who love action movies, 

sporting events and gaming, the Philips 7600 UHD TVs featuring 

3-sided Ambilight go one step further. They come with multi 

core power and “Perfect Natural Motion” motion enhancement 

technology. This significantly reduces judder and provides vastly 

improved motion while the advanced 100 Hz panel provides 

very sharp pictures. In addition, Colour Booster delivers vivid 

colours and natural skin-tones, Micro Dimming Pro caters for an 

improved contrast, and Ultra Resolution upscaling technology 

contributes to pin-sharp pictures no matter what the source. 

Powered by “Android TV”, Philips UHD Smart TVs provide an 

integrated broadcast and on demand TV experience plus an 

improved user interaction including advanced features such as 

voice search and voice control. 

» HALL 22 / STAND 101 

KEY SELLING POINTS 

1 Greatly reduced 

motion-blur 

A big issue with 

UHD TVs 

2 Android interface 

Familiar and easy for 

consumers 

3 Excellent picture 

quality 

Thanks to micro-dimming 

and colour booster 

PANASONIC TAKES 4K LCD CLOSER 

TO FULL COLOUR GAMUT 

The Japanese giant is renowned in the industry when it 

comes to trailblazing in screen technologies, and in the 

field of 4K, Panasonic is reaching for the high end with 

its brand new VIERA premium models - CRW854 and 

CXW804. 

Panasonic’s 4K PRO technologies include a studio master 

processor and a wide colour phosphor panel. In other 

words, blue LEDs coated with phosphor - that generate 

white light offering a wider colour gamut than white 

LEDs. As a result, Panasonic guarantees 98% DCI (digital 

cinema initiative) specification. 

» HALL 5.2 / STAND 101 


1 Overall image quality 

2 More specifically 

Excellent colour reproduction 

3 Sleek modern design 


31

CONSUMER 

LIFESTYLE 

TRENDS 

UHD IS MASS 

MARKET – WITH OR 

WITHOUT CURVES 

Elegantly curved TV screens were 

already among the highlights of 

the show in 2014. This trend is 

continuing this year, with variations 

on this theme in the form of 

screens that can even change their 

silhouette. If required, they can 

assume a completely flat shape, 

or a curved one: by pressing 

the remote control, a motor is 

activated that gives the screen the 

required shape. The latest products 

from the leading manufacturers 

support the newest, highly efficient 

video compression standard HEVC 

(H.265), are equipped with HDMI 

ports for high UHD data rates, and 

comply with the copy-protection 

requirements for future UHD 

media. 

Major advances have also been made 

this year in the range of content 

that is available in UHD. The first 

online services are now releasing 

feature films on the internet in 

UHD. Equipment manufacturers 

and the film industry have formed a 

UHD Alliance in order to encourage 

the production of UHD content 

and to deal effectively with all the 

compatibility requirements from 

the studio to the screen. The Bluray 

Disc association is presenting 

the latest additions to the range at 

IFA, a disc that can store movies in 

UHD quality. The relevant playback 

units will also be on show at IFA. 

Meanwhile, a rapidly increasing 

number of SLR, compact travel 

cameras and even some action 

cams are already UHD-capable. 

Of particular interest: new, highly 

effective optical picture stabilizers 

help to make most of the quality 

potential of UHD. 

NEXT GENERATION UHD 

The latest top-of-the-range UHD 

television sets boast an expanded 

colour space. This is all made 

possible by the nanocrystals in 

the red and green colour filters 

of the LCD screens. OLED screens 

are picking up pace, and several 

different models will be on show 



1 Excellent contrast and 

black levels 

Approaching that of OLED 

2 High efficiency video 

Coding for more fluid images 

3 Sleek, smart design 

1 Colour Gamut 

OLED gives superior colour 

reproduction 

2 Response Rate 

There is no lag time as OLED 

pixels go off and on so no 

motion blur 

3 Design 

The thinness of OLED allows 

for exceptional design ideas 

HISENSE PRESENTS ULED 2.0 CURVED 

UHD TV 

With quantum-dot technology, 4K resolution and a 165 

cm (65") large curved display, Hisense's new TV model 

LED65XT910X3DU (short-form 65XT910) offers cuttingedge 

technology in a very stylish design. 

The new TV by Hisense allows a particularly immersive 

viewing experience thanks to its panoramic effect giving 

improved depth of field. The sleek set is equipped also 

with ULED 2.0 (ultra-LED) display technology developed 

by Hisense allowing for extremely high contrast, with 

fluid, vivid images. Thanks to quantum-dot technology, 

ULED 2.0 displays now cover an even greater colour 

gamut than previous ULED screens. For extremely highcontrast 

high-dynamic-range images (HDR) local dimming 

is augmented by a special smart peaking process, which 

ensures that bright image details in dark images are 

particularly good. 

» HALL 6.2 / STAND 202 

LG OLED TV 4K - THE ULTIMATE IMAGE 

With a keynote by LG Display’s CEO at IFA 2015, LG 4K 

OLED will be very much under the spotlight at this year’s 

show. 

OLED has been around for quite some time, and LG 

appears to have found the keys to tapping into the 

wealth of this technology which, while producing breathtaking 

images, is somewhat of a challenge when it comes 

to production techniques and wastage. 

While LG’s incredible OLED TVs are already selling in the 

market, stay tuned to this space for a whole world of new 

possibilities that will no doubt be announced at IFA 2015 

… ideas that could well change the face of the display 

industry. 


32

CONSUMER 

LIFESTYLE 

TRENDS 

at IFA, producing an even wider 

colour spectrum. 

Important in this space will be 

higher refresh rates, as one of 

the key issues with UHD TV was 

motion blur in fast moving images. 

To get around this, highly powerful 

processors are required. We now 

(thankfully) see some 100 Hz 

models arriving on the market. 

High Dynamic Range, or HDR for 

short, is also growing in popularity. 

This enables bright sections of 

the picture to glow spectacularly, 

apply deepest black to dark scenes, 

and between these extremes, to 

accurately reveal all the intervening 

shades. 

THE BATTLE OF 

THE OPERATING 

SYSTEMS 

This year more than ever, 

manufacturers are turning the 

spotlight onto the operating systems 

for their smart TVs. Increasingly 

some very efficient systems, 

already well established in the 

mobile world, are at work behind 

the screens to provide numerous 

easy-to-use functions. For example, 

two of the leading suppliers use 

Android to bring many apps to 

the television that were previously 

only available on smartphones 

and tablets. Android televisions 

can also make use of a powerful 

online voice recognition system 

capable of understanding even 

complex questions, for example 

about the state of the morning 

weather in one’s home region. 

The answer comes a few seconds 

later, together with graphics on the 

screen. Similar capabilities are also 

offered by operating systems such 

as Tizen, WebOS or Firefox OS. 

The use of established and widely 

used operating systems also makes 

it easier to interconnect televisions 

with tablets, smartphones and 

modern home appliances. 


1 Improved colour 

reproduction 

20% improvement on 

previous models 

2 Accessibility 

No longer just top of the 

range – this new technology 

is now available to the 

masses 

3 Design 

Excellent industrial design 


1 High connectivity 

2 Good for pro 

or consumer use 

3 Big screen for small price 

and high portability 

SAMSUNG ANNOUNCES VASTLY IMPROVED 

MID-MARKET UHD-TV 

Visitors to IFA 2015 will be among the first to get a 

glimpse of the Samsung UHD TV JU6850 – featuring the 

company’s 6-colour technology known as Nano Crystal 

S-UHD. 

Available in three screen sizes from 50-inches to 

60-inches, despite being situated in the mid-price 

segment, the JU6850 boasts excellent image quality – 

with 20% larger colour space than conventional Samsung 

LED TVs. 

“With the UHD TV JU6850 we bring the Nano Crystal 

colour technology that until now was reserved for the 

TVs Samsung SUHD, into our popular series 6,” said Kai 

Hillebrandt, Vice President consumer electronics Samsung 

Electronics GmbH. “Thus, the buyer in the mid segment 

can experience noticeably improved image quality with 

impressive natural colours.” 

» CityCube HALL B / STAND 101 

ZTE SPRO 2 COMES TO IFA 

ZTE, one of the world's top mobile phone manufacturers, 

brought to the IFA innovation media briefing (IMB) for 

the first time the award-winning smart projector Spro 2, 

a smart projector that brings together connectivity and 

mobility. 

ZTE claims that its Spro 2 is the world's first mobile 

all-in-one projector. It offers a fast 4G (LTE) wireless 

connection allowing up to eight users to access the device 

at the same time. Movies or photos on USB keys can be 

displayed on screens up to 120-inches. 



33

CONSUMER 

LIFESTYLE 

TRENDS 

WEARABLES 

A whole range of new smart watches and 

fitness armbands will be on show at IFA, 

as well as many new smartphones that are 

also fitted with fitness sensors. The trend 

towards more intelligent wearables applies 

not only to sport and pleasure activities 

but in future will also be used to support 

telemedical applications, thereby enabling 

older people to continue living in familiar 

surroundings for longer. A new section at 

IFA will provide an attractive setting for 

presenting these topics. 

SOUND IN THREE 

DIMENSIONS 

Just over two years ago cinema sound 

began to take on a new dimension, when 

Dolby augmented the traditional cinema 

sound with its multi-channel technology 

for right, left, centre and surround by 

adding a height dimension. Known as 

Dolby Atmos, this technology has been 

adopted in cinema auditoriums, and a 

few months ago it was also included as a 

feature of home cinema receivers for use 

in the living room. Dolby Atmos now has 


1 NFC allows for easy 

pairing 

2 Water resistant 

3 Excellent sound 

reproduction 

ON THE GO… FOR THE BEACH OR THE PARK 

– AND WE DON’T MIND GETTING WET! 

With its double speaker drivers and passive bass radiator, 

the Philips BT6600 Bluetooth / NFC speaker delivers 

an impressive 360-degree sound experience in every 

position. Thanks to multi-pairing, several devices can 

connect at the same time. 

Used outside, the speaker scores with its all-round 

protection against splashed water and the USB power 

bank which allows you to recharge your smartphone or 

tablet, while you continue to enjoy music on the beach or 

in the park. 

Available in three colours, the Bluetooth speaker is 

equipped with a high-quality neodymium magnet system. 

Digital enhancement provides accurate processing of 

sounds, playing every note with precision. The one-touch 

NFC function launches the coupling of a Smartphone, 

tablet or other music device with the speaker by a simple 

touch. And as an added bonus, the battery lasts up to 12 

hours. 


34

CONSUMER 

LIFESTYLE 

TRENDS 

some competitors, including from 

DTS:X, from the other leading 

supplier of cinema sound systems, 

and Auro 3D, with a 3D sound that 

has been developed in Belgium. IFA 

will be displaying many new home 

cinema receivers and amplifiers 

that support these new formats. 

The first headphones capable of 

reproducing 3D sound are now also 

available. 

I CAN HEAR MUSIC 

The trend for enjoying music 

while on the move has boosted 

the demand for headphones. For 

MP3 players, smartphones and 

tablet PCs alike, headphones are 

now available in a vast range of 

different types and specifications, 

from basic “earplugs” to high-tech 

headphones. Some of the high-end 

units even operate using a number 

of built-in transducers, specially 

designed for different frequency 

ranges, in a similar way to Hi-Fi 

loudspeakers. 

In addition to excellent sound 

reproduction, noise cancellation 

functions are growing in popularity. 

The user-model for larger over-ear 

headphones is also changing. In the 

past they were almost exclusively 

accessories to living room Hi-Fi 

systems, but now they can be 

found on the streets as well. 

Other highlights at IFA 2015 will 

include headphones that no longer 

plug in to the traditional iPhone 

or iPad headphone socket, but 

directly into the digital Lightning 

connector. They have their own 

digital-analogue converter and 

amplifier in the earphones, which 

enables subtle fine-tuning as well 

as very high audio resolution. 

An increasing number of devices 

now support high definition sound 

formats. Special online outlets are 

now making a wide range of music 

available for downloading, and the 

result is totally uncompromising 

listening pleasure. 


1 Adjustable bass 

2 Exceptional clarity 

of sound 

3 Clean, modern design 


1 Lightning fast 

performance thanks to 

8-core power and LTE 

2 Amazing photos 

– even at night 

3 Dual SIM cards 

FORGING NEW TERRITORY 

IN OVER EAR AUDIO 

Sennheiser presents the HD 630VB for audio 

enthusiasts, delivering amazing performance and a 

host of features not normally found on audiophile 

headphones. 

The cutting-edge transducers provide clear, powerful 

sound reproduction, allowing users to hear the subtle 

nuances of their favourite music recordings. They 

will experience audio with a level of realism that is 

nothing short of astounding. In fact, with a frequency 

response of 10 to 42,000 Hz allowing one to listen 

to high resolution files, Sennheiser is confident in 

claiming that the HD 630VB may “very well redefine 

audiophile listening for years to come”. 

» HALL 1.2 / STAND 202 

13 MEGAPIXEL CAMERA & 8-CORE 

PROCESSOR COME STANDARD 

IFA 2015 will see the launch of new LTE smartphones from 

Hisense – including the L671 and the L695, each with 5.5- 

inch display. Both have powerful 8-core processors and 

13-megapixel cameras. 

According to the manufacturer, to the camera - thanks to 

a blue-glass lens – can take brilliant shots even at night. 

And by the way both models are equipped with dual SIM 

slots. 

» HALL 6.2 / STAND 202 


35

CONSUMER 

LIFESTYLE 

TRENDS 

FROM DATA 

STREAMING 

TO CLIMATE 

MONITORING – 

EVERYTHING IS 

CONTROLLED BY 

HOME NETWORKS 

CE devices that are part of a home 

network and communicate with 

household appliances, heating and 

lighting systems are yet another 

innovation that represents an 

increasingly important trend. 

Standards such as UPnP and 

DLNA make accessing media data 

easy. Network components can 

recognise each other automatically 

and can thus exchange digital 

content throughout a home 

network. More and more cameras 

and camcorders are capable of 

transferring their images via Wi-Fi 

to a home network. From there they 

can be uploaded to the internet or 

transmitted to a TV screen. 

The trend towards networked 

media access has also profoundly 

changed the world of hi-fi. 

Nowadays it is possible to set up a 

home network with fixed or wireless 

connections that incorporates most 

music components and surround 

systems and retrieves media from a 

single location via data streaming. 

Home network connected audio 

devices usually feature internet 

radio reception as well. 

Users can also access their home 

network while on the move, for 

example in order to retrieve stored 

information or to programme 

TV recordings. Communication 

between CE components and 

household appliances opens up a 

wealth of possibilities for future 

applications. 


1 Developed in medical 

sector – so serious stuff… 

2 No direct contact between 

the user and the device 

3 Sleep specialists are able 

to consult the users app 

data to help advise them on 

better practices 


1 All new training concept 

2 Brings together classic roll 

with high-tech massage 

3 Fits perfectly with growing 

will of public to be fit and trim 

ADOPT A SLEEP EXPERT 

As health experts increasingly underline the 

importance of sleep, Beurer announces the SE 80 

Sleep Expert – a sensor that tracks not only sleep 

time, but also heart rhythm and breathing frequency. 

Once the user slides the device under his or her 

mattress, they are able to receive professional 

quality data from this new ultra high performance 

device. 

Data transfer takes place via Bluetooth, and gives a 

highly detailed chart of how one has slept, including 

not only light and REM sleep patterns, but also heart 

and breathing rates. 

Compared to wrist-worn activity trackers, which only 

monitor movement, this latest device was developed 

in hospitals and clinics. 

» HALL 4.1 / STAND 212 

TAKING ON A NEW ROLL 

The innovative PowerRoll Massager assists users to 

build up muscle and facilitate muscle recovery and 

regeneration thanks to deep-acting vibration. 

Thanks to a clearly laid out training plan, users can 

focus on four key areas: strength/stability, wakeup, 

activation/preparation and regeneration. They 

stimulate the myofascial tissues in particular - the 

deep muscles and their connective tissue sleeves - 

and promote circulation. 

The MEDISANA PowerRoll helps to prevent muscles 

from becoming tense in the first place and allows 

muscles to regenerate at a fast rate. 

» HALL 6.1 / STAND 116 

36

CONSUMER 

LIFESTYLE 

Top Trends in Home 

Appliances 

Sound in 3D, sensors for fitness and fun and 

breath-taking TV images – what you can expect 

to find at IFA 2015 

Due to their diversity 

and outstanding 

performance levels, 

major appliances and small 

appliances are more in demand 

than ever before, because they are 

easier to use, take the effort out 

of housework and also save time. 

They also improve the quality of life, 

making it more comfortable and 

healthier, and promoting a feeling 

of wellbeing. Preparing meals and 

the experience of cooking and 

eating together with family and 

friends are popular lifestyle factors. 

Moreover large and small electrical 

appliances are setting new 

standards in energy efficiency, 

sustainability and the conservation 

of resources. With each new 

generation of appliances the 

manufacturers have improved the 

energy consumption. This meets 

with the approval of users because 

there is a strong awareness among 

consumers of the need to use 

water and energy carefully, and to 

protect the environment in general. 

Consequently, a new electrical 

appliance soon pays for itself on 

account of its reduced energy 

consumption. 

Key trends are being defined by 

connectivity and the smart home, 

sustainability, energy efficiency 

BLIVE BY BAUKNECHT - INTELLIGENTLY LINKED- 

UP, INTUITIVE 

With the launch of “BLive”, Bauknecht aims to make everyday 

things not only easy, but at the same time helps save time and 

money. With the BLive app, smartphone and tablet become the 

nerve centre for household appliances: washer, dryer, fridge / 

freezer and a dishwasher – all can be remotely controlled at any 

time from any location – they give feedback about their status, 

remember the preferences of the user and communicate with 

each other. 



1 For the first time, 

truly “smart” major 

appliances 

2 Excellent feature sets 

3 Intuitive and easy to 

use 

LAUNDRY CARE – THERE’S AN APP FOR THAT 

Washing and drying gets smart – now controlled with 

your mobile device thanks to the brand new WM6YH840 

washing machine by Siemens. 

Laundry care becomes part of digital household 

management - and thus largely independent of time and 

place. The networking enabled controls of the Siemens 

iQ800 series can be controlled both from the home 

connect app on iOS - or Android smart devices with the 

Home Connect app, meaning optimized energy usage, 

automatic programme selection, management and control 

as well as simplicity of use. 

» HALL 1.1 / STAND 101 


1 Remote control via app is 

a first 

2 Precise detergent dosage 

from holding tank means ease 

and economy of usage (A+++) 

3 Intelligent programming 

takes away guesswork 


37

CONSUMER 

LIFESTYLE 

TRENDS 

and the conservation of resources, 

preparing healthy meals, easy-touse 

controls, time-saving and, of 

course, outstanding design. 

Intelligent home appliances with 

interconnected applications 

continue to gain in importance. A 

large number of versatile apps are 

now available, for such purposes 

as information, operation, the care 

of appliances, comfort, service, 

maintenance, remote diagnostics 

and energy efficiency. By interacting 

with tablet PCs or smartphones, 

intelligent home appliances can be 

controlled or enquiries be made 

about their operational status. With 

these systems individual appliances 

can communicate with one 

another, linking hotplates with an 

extractor unit, or operating various 

kitchen appliances by means of a 

single control panel. 

HOME APPLIANCES: 

IMPROVED AND 

INTELLIGENT 

Despite the improvements that 

have already been achieved, 

the economic use of electrical 

power, water and detergents is 

an ongoing topic, and significant, 

tangible progress is still being 

made. Among the outstanding 

features of the latest generation 

of washing machines are their 

intelligent detergent dispensing 

systems, special programmes for 

washing particular kinds of clothes 

and for removing dirt and stubborn 

stains, as well as various automatic 

programmes using sensors. 

Attention has also focused on 

reductions in noise levels. 

Outstanding energy efficiency levels 

have been achieved with dryers in 

particular. The latest generation 

of appliances has automated 

functions for cleaning the 


1 New kind of processor 

means A+++ minus 30% 

2 Automatic notification of 

low detergent levels with 

direct order concept 

3 Price – Miele announces a 

retail price around 1400 Euros, 

including the Wi-Fi module 

Miele’s Ingo Kaiser 

demonstrates new 

machine at IFA Media 

Briefing 


WHEN THE MACHINE DOES THE SHOPPING 

Miele has come up with a very clever concept designed 

to take the headache out of ordering consumables for its 

latest range of washing machines. 

The high-end German white goods manufacturer 

announces the W1 PowerWash 2.0 “EditionConnect” 

machine – a smart upgrade of its earlier PowerWash 

series. 

The concept of Twin Dos and capsule dispensing 

already meant that the consumer only had to insert 

voluminous containers of bleach and detergent every 

month or so, and the machine dosed the product 

according to demand… But Miele rep Ingo Kaiser told 

IFA International that the latest version is Miele’s first 

“connected” machine - meaning not only remote control 

and diagnostics, but when the levels run low, the machine 

sends a prompt to the owner’s smartphone, with a direct 

link to the online store to order more product. Product 

release is due for Q4 2015. 

» HALL 2.1 / STAND 101 

THE NEW OLD 

1 Cool retro aspect 

2 More efficient than ever 

3 Frost free 

The retro collection by Gorenje may look old on the 

outside, but on the inside, you’ll now find IonGeneration 

high-efficiency cooling technology. 

For more than 10 years, Gorenje has been producing 

iconic retro classics with excellent energy efficiency. At 

the IFA in Berlin 2015, the company presents the new 

IonGeneration version of its retro range. Using IonAir 

MultiFlow 360° (NoFrostPlus) or IonAir DynamicCooling 

(FrostLess) as well as AdaptTech sensor-controlled 

temperature management with memory remain function, 

food stays fresher and crisper longer, thanks to optimum 

cooling conditions. 

» HALL 1.1 / STAND 201 


39

CONSUMER 

LIFESTYLE 

TRENDS 

condenser, which also contribute 

to a more economical use of 

energy. Further improvements to 

stability and smooth running have 

also been achieved. 

Moreover appliances are now 

available with standard dimensions 

that can cope with a ten kg load. 

Modern driers also make use of 

steam and scents to freshen and 

air the clothes. Intelligent models 

use error codes and a smartphone 

service to advise users. 

The new dishwashers operate 

faster and even more effectively, 

in some cases reducing operating 

times by more than 60 per cent 

compared with their predecessors. 

Automatic programmes, special air 

ducting systems, high pressure jets, 

a water wall or steam all help to 

improve and speed up the cleaning 

process, removing dried or burnt 

food residues without the need for 

prior soaking and scrubbing. And 

of course the required amounts 

of water and energy have been 

further reduced. Interconnected 

dishwashers can also be operated 

from any location by means of a 

smartphone. 

Keeping food fresher for longer is 

one of the main features of the new 

refrigerators and freezers, along 

with improved energy efficiency. 

As a result the latest appliances set 

new records for reduced energy 

consumption, and the side-by-side 

fridge-freezers also feature elegant 

styling. Some of these models are 

so flexible that the freezer can be 

transformed into a refrigerator at 

the press of a button. 

The latest generation of ovens 

are remarkable for their flexibility 

and speed, combining a number 

of functions in a single unit, such 

as conventional heating, hot air, 

a grill and steam cooking, as well 

as a microwave and induction. 

Sensors ensure perfect baking 

results every time, supported by 

numerous baking, roasting and 


1 Safety – Pots boiling over are 

a thing of the past 

2 Convenience 

– set and forget 

3 Perfection in cooking 

– get the meal “just right” 

thanks to temperature 

monitoring 


1 Allows preparation 

and cooking all in one 

machine; 

2 Intuitive user interface; 

NEW BOSCH SERIES 8 INDUCTION 

HOB SETS NEW STANDARDS FOR 

TEMPERATURE-CONTROLLED COOKING 

New from Bosch this year at IFA – series 8 sensor 

controlled cooking. 

Thanks to wireless PerfectFry and PerfectCook sensors – 

magnetically attached to the consumer’s existing pots or 

pans, gone are the days of milk boiling over or frying pans 

overheating. 

Thanks to permanent temperature measurement and 

control, overheating or burning is virtually impossible. 

Every dish is cooked at exactly the temperature required 

for perfect cooking… and all this in combination with an 

extended FlexInduction zone. 

With the PerfectFry sensor, the cook can choose between 

five temperature levels, from "very low" for sauces etc, to 

level 5 for potatoes or steak. A signal also indicates the 

perfect moment to put the meat in the pan so the steak is 

tender and juicy. 

» HALL 3.1 / STAND 101 

3 Big and powerful. 

PREPARE AND COOK 

– IN THE SAME DEVICE! 

The Krups Prep&Cook is an extraordinary new kitchen 

appliance in which the user simply places his or her 

ingredients, and the rest is done by the machine! 

There are six different programmes for cooking, bread 

making and even desserts. The Prep&Cook comes with a 

very comprehensive recipe book and a complete set of 

tools. Maximum volume of 4.5 litres means big groups 

can be catered for. The interface works the same way as a 

smartphone app, further facilitating usage. 

» ENTRANCE SOUTH 101 

40

CONSUMER 

LIFESTYLE 

TRENDS 

slow cooking programmes with 

extensive databases. Many of the 

new models are interconnected 

and can be operated by means of 

an app. 

Hobs are also fitted with sensors 

to monitor the preselected 

temperature ranges and identify the 

levels in the pans. One advantage 

of this is to prevent overheating. 

Some of the more “intelligent” 

models can weigh the ingredients 

as well as monitoring the contents 

of a refrigerator. 

SMALL ELECTRICAL 

APPLIANCES: 

FLEXIBLE AND 

INNOVATIVE AIDS, 

AND NOT JUST IN 

THE KITCHEN 

Of course, in addition to large 

appliances IFA also features 

small appliances. Each year the 

small electrical appliance sector 

demonstrates its innovative 

strengths with an impressive and 

wide range of new products for use 

in many different areas as well as 

the kitchen. 

“Food preparation” is another 

sector that is rapidly gaining in 

importance. A wide range of 

powerful tabletop mixers with 

differing capacities can be used, for 

example, for the rapid and careful 

preparation of popular and healthy 

smoothies. 

Food processors offer an increasing 

range of capabilities and are more 

powerful too. They can take on 

many tasks in the kitchen, from 

whipping cream to kneading 

dough, as well as stirring, 

macerating, grinding and mixing, 

and can also heat up food and cook 

it. Some of these appliances have a 

choice of over 100 programmes for 

food preparation. 


1 First “smart” ActiFry 

2 Healthier cooking and 

living with fewer calories 

3 Ease of use 


1 First induction tea maker 

2 Ease of cleaning in 

dishwasher 

3 Choice of temperature 

for precise brewing 

SMARTER ACTIFRY 

A brand new version of Tefal’s highly successful Actifry 

– the Smart XL – goes one step further when it comes to 

the preparation of healthier “air fried” foods. 

This is the first Air Fryer that has Bluetooth connectivity 

and a new, improved app called “My Actifry”. The app 

includes recipes, purchase tracking, fitness and nutrition 

coach, and even a step-by-step preparation assistant. 

The app also shows how to place the food inside the 

Actifry, which knows what recipe you’re cooking, and 

from this optimises the airflow and heating process – 

making it one of the most efficient cooking methods to 

date! 

» ENTRANCE SOUTH 101 

FIRST DISHWASHER SAFE ELECTRIC 

KETTLE / TEA-MAKER 

Marketed in German markets as Petra and internationally 

under the Princess brand, this innovative new device 

combines the features of a kettle and tea maker all 

in one. Different teas such as black, green, white, or 

Oolong require specific temperatures to allow their 

unique flavours and aromas to develop during brewing. 

The Princess water and tea cooker has four different 

temperature settings (70°C, 80°C, 90°C and 100°C) to 

perfectly brew tea and keep it warm for 30 minutes. 

The high quality (Schott Duran) glass jug can be removed 

completely from the induction heating base allowing 

users to pour the tea or water more easily and also can be 

safely placed in a dishwasher for cleaning. 



41

CONSUMER 

LIFESTYLE 

TRENDS 

An enjoyable meal is rounded off 

by cups of coffee, espresso or 

cappuccino. This accounts for the 

continuing popularity of appliances 

for preparing hot beverages. In 

addition to coffee, tea makers 

are also the focus of attention. 

Automated coffee makers, capsule 

and espresso machines, traditional 

coffee filter machines and tea 

makers, either as standalone on 

built-in units, meet the needs of just 

about every customer, providing 

drinks in large or small quantities, 

or even a single cup of filter coffee. 

In the body care sector the range 

of small appliances continues to 

expand. For hair care, hair styling, 

depilation or shaving, oral or dental 

care, or for caring for the skin, an 

innovative device is available for 

every kind of application. There 

are now apps that can show a new 

beard style on a photo of the user, 

thereby enabling different looks to 

be tried out in advance and then 

implemented with advice from 

experts. 

Small networked appliances are 

available for monitoring body 

functions, offering new ideas and 

a whole range of applications. For 

example, scales can transmit the 

weight reading to a smartphone. 

Vacuum cleaners offer improved 

performance and reduced energy 

consumption, and not only because 

of the new EU energy label. And 

these improvements can be found 

on the large units as well as the 

portable handheld cleaners. These 

appliances are becoming even 

more compact, lighter and quieter. 

Automatic robot vacuum cleaners 

are growing in popularity and are 

certainly not a niche product any 

more. Full of the latest technology, 


1 Cordless means users can 

clean where they want when 

they want 

2 Excellent autonomy – up to 

50 minutes with one battery 

WANT A LIFT? 

3 Detachable suction unit 

for even more mobility 

The Air Cordless Lift is one of two brand new cleaners 

being introduced by Vax at IFA 2015. 

The trend in household cleaning is increasingly towards 

wireless – but at the same time with full vacuuming 

power and good autonomy to boot. And no more 

searching for a nearby wall plug! 

Vax now offers a complete cleaning system including 

three cordless vacuum cleaners with removable 

LithiumLife batteries, which take around 3 hours to 

charge for autonomy of up to 50 minutes’ cleaning. 

Extra batteries can be kept on charge and they are 

interchangeable between the various cordless vacs by 

Vax! 

» HALL 3.1 / STAND 102 

DIRT DEVIL REBEL – NOW EVEN BETTER 

WITH "TRIPLE A" 


1 Very low energy 

consumption 

2 Excellent suction power 

3 Modern design 

The first generation Dirt Devil Rebel already convinced 

consumers and test institutes with high performance at 

low energy consumption after the introduction of the EU 

of energy label. But the new generation Rebel models are 

even more efficient in every way. Equipped with “efficient 

floor care technologies” (EFCT), the new Dirt Devil gets 

“Triple A” status for energy efficiency, dust absorption on 

hard floors and filtration. 

Better suction with fewer watts… Is that possible? 

Yes, it is, because it’s not just the wattage of the motor 

that determines the suction, but the construction of 

the entire device. Engineers have improved the airflow 

management, nozzles and filtration with optimal 

coordination. 

» HALL 3.1 / STAND 102 

42

CONSUMER 

LIFESTYLE 

TRENDS 

with new functions, sensors and 

automated systems, they are more 

powerful and more intelligent than 

ever before. What’s more: the 

smart version can even be operated 

using a smartphone. 

A wide range of units are also 

available to ensure the perfect 

climate within the home. Air 

purifiers, humidifiers and aroma 

diffusers create an oasis of wellbeing 

within one’s own four 

walls. And if required, they can be 

combined with customised lighting 

and an individual choice of scents. 

They enable a fine mist to be 

created, distributing the required 

amount of humidity and fragrance 

throughout the room. 


1 High power – Dyson claim it’s 

the most powerful of its kind on 

the market 

2 Built-in HEPA filter 

Even bacteria and allergens less 

than 0.3 microns are removed 

from the air 

3 Very long battery life 

– up to 20 minutes’ use. 


1 Perfect irrigation thanks 

to sensors 

2 Smart integration with 

home automation system 

3 Remote control and 

monitoring thanks to app 

JUST ITCHIN’ TO GET CLEAN! 

We share our bed with them every night without knowing 

it: dust mites. For the human eye they’re imperceptible, 

and our mattresses offer ideal living conditions. And 

while the mites themselves are harmless to humans, their 

droppings can lead to allergies, asthma and eczema. 

This year at IFA, Dyson introduces the first-ever cordless 

v6 mattress vacuum cleaner, extending the v6 range 

– and specifically designed to remove dust mites and 

their waste from our mattresses. The built-in digital V6 

engine guarantees deep cleaning: the suction power 

reaches deep below the mattress surface. Thanks to the 

moving nylon bristles, loose dirt, skin cells, dust mites and 

allergens can be sucked up directly. 

» HALL 4.1 / STAND 204 

WELCOME TO THE SMART GARDEN 

Thanks to the ST6 Smart Home by Kärcher, irrigation 

of one’s garden is carried out as needed: sensors 

measure the humidity of the soil and transmit data to a 

“SensoTimer”. 

A motion detector also ensures that the garden party is 

“people free” before turning on the sprinklers. Thanks to 

a home base by Qivicon, roller shutters on windows facing 

the garden are automatically closed before the irrigation 

starts. The control of watering the garden continues even 

while on holidays. The new Kärcher app can be viewed 

at any time – giving important information and allowing 

adjustments. 

Going to market early 2016, the ST6 Smart Home is sure 

to be a “splash” at IFA 2015! 

» HALL 4.1 / STAND 213 


43

SPOTLIGHT ON 

TAIWAN 

Region 

Taiwan Seeks to Raise 

Business Competitiveness 

Premier Mao Chi-kuo calls for new strategies to 

bolster performance 

On the eve of IFA, 

Taiwan’s National 

Development Council 

(NDC) has presented 

a plan to bolster the 

nation’s economic 

structure. The plan 

is to generate a 

virtuous cycle of 

innovation, investment 

and employment in 

order to bring about 

structural adjustments 

and enhance industries’ 

capability to respond to 

business cycles. 

Hall 25 / Stand 301 

On July 12, Premier Mao 

Chi-kuo instructed the NDC 

to formulate short-term 

practices and long-term 

“mooring” strategies for 

addressing issues related 

to improving export and 

revitalizing investment. 

The NDC plan incorporates 

the measures of related 

ministries and agencies such 

as the Ministry of Economic 

Affairs, Ministry of Finance, 

Ministry of Transportation 

and Communications, 

and Financial Supervisory 

Commission. 

Mao pointed out that the 

nation’s exports declined 

in the first half of this year, 

mainly due to the global 

economic revival not 

being as robust as earlier 

anticipated as well as the 

impact from plunges in 

international oil prices. 

However, Taiwan’s overall 

economic fundamentals 

were still steady, resulting in 

a net trade surplus. 

Nevertheless, from the 

medium- and long-term 

perspectives, the situation 

reflected that the nation 

must strive to expedite 

industrial upgrade, augment 

investment and enhance 

export competitiveness in 

order to effect economic 

structural transformation. 

The premier stated that 

industrial structural 

adjustments require longterm 

efforts to lay a 

solid foundation and this 

transformative work must 

be persistently carried out 

over time to accomplish 

its objectives. Therefore, 

this plan is designated as 

a mid-term review and 

consolidation for current 

existing programs, and it 

will focus on three aspects: 

upgrading industries, 

expanding exports and 

promoting investment. 

STRONG PRESENCE 

AT IFA 2015 

Taiwan again has a strong 

presence at IFA this year, 

notably with participation by 

the nation’s two big industry 

organisations, TEEMA and 

TAITRA. 

TEEMA (Taiwan Electrical and 

Electronic Manufacturers' 

Association) was established 

in 1948 to serve the interests 

of Taiwanese electrical 

and electronics industries 

and to provide a point 

of liaison between the 

industry, its customers and 

the government. From the 

production of basic electrical 

devices such as light bulbs 

and power distributions after 

World War II, electrical and 

electronic industries in Taiwan 

have developed the sector as 

the world renowned IT Island 

in the 21 st century. 

TAITRA (Taiwan External 

Trade Development Council) 

is the foremost non-profit 

trade promotion organization 

in Taiwan. TAITRA assists 

Taiwan businesses and 

manufacturers with 

reinforcing their international 

competitiveness. 

SELECTED TAIWANESE EXHIBITORS AT IFA 

TPV 

TPV is the world’s leading PC monitor and LCD 

TV manufacturer. The Group has driven its growth 

over the years by leveraging economies of scale 

and core competencies in R&D, manufacturing, 

logistic efficiency and excellent quality. The Group 

also distributes its products globally under its own 

brands AOC and Envision. 

In 2009 and 2011, the Group acquired exclusive 

licenses to sell Philips’ monitors globally and 

TVs in China. In April 2012, the Group formed a 

joint venture, TP Vision, with Philips to take over 

the latter’s TV business. In June 2014, TP Vision 

becomes the Group’s wholly-owned subsidiary. 


TPV is the mother company of TP Vision – 

makers of Philips TVs. The huge Taiwanbased 

display manufacturer proudly sports 

Philips latest TV sets on its web homepage 

D-Link 

AC3200 ULTRA SmartBeam 

Gigabit Cloud Router (DIR-890L) 

Founded in Taiwan in 1986, D-Link is worldwide 

offering its products and solutions for wireless, 

switching, video surveillance, 4G LTE / 3G UMTS 

and home automation. 

PRODUCT: The DIR-890L AC3200 provides 

combined 802.11ac / n wireless transmission 

rates of up to 3200 Mbit / s, reaching a three 

times greater bandwidth than a gigabit network 

connection. Hall 25 / Stand 110 

Adonit 

Brinno 

Adonit was formed when five guys 

across two countries launched the 

company with Writer, one of the first 

iPad keyboard cases on the market; 

their line of Jot styluses followed 

one year later, when a Kickstarter 

See the Unseen! Brinno Time Lapse Camera & Wirefree 

Security specializes in producing long lasting battery 

powered autonomous photography appliances. 

Capture stunning HDR Time Lapse Videos with the push 

of a button: you never thought making Time Lapse 

Videos could be so easy. Set it and forget it, the TLC200 

PRO creates the video instantly, no post processing 

required. Hall 11.1 / Stand 08 

campaign launched the company 

into growth mode. Today, they 

have customers in 100 countries 

worldwide, and have sold over 3 

million Jot styluses. The company 

has recently partnered with Adobe 

and Evernote to bring styluses and 

software to digital artists and notetakers. 


44

HOSPITALITY / RESTAURANTS / BARS 

WHERE 

TO GOIN 

BERLIN 

WWW.WHERETOGOINBERLIN.COM 

CLUBS / EVENTS / SHOPPING / CULTURE 

Welcome to New Look Berlin 

Michael Müller, the new Mayor of Berlin – he replaced Klaus Wowereit 

in December 2014 – welcomes IFA visitors to Berlin for the first time in 

2015, signalling a new era for the German capital and the world’s largest 

Consumer Lifestyle trade show. Like outgoing Mayor Wowereit, who 

famously called Berlin “poor but sexy”, referring to its strong focus on 

culture and nightlife, Müller also celebrates Berlin’s cultural excitement 

and diversity. When describing what makes Berlin so special, Müller also 

told IFA International about the ways in which the city has flourished in the 

quarter century since unification. 

I think Berlin offers a unique mix – a 

mix of old and new, of people from 

all over the world, and of urban 

and natural spaces. In the last 25 

years in particular, the city has really 

blossomed, taken on a new look, and 

become more open, more diverse, 

and more colourful. And finally, when 

it comes to culture, Berlin is one of 

the world’s most exciting cities. 

What is your key message to 

visitors from around the world 

(and Germany) present at the 

show? 

First of all, of course, I would like 

to extend a very warm welcome to 

everyone attending the IFA and to 

wish our visitors a productive and 

successful trade show, and, at the 

end of the day, a wonderful time and 

many unforgettable impressions of 

Berlin. And if I might, I’d also like to 

ask you to become ambassadors for 

Germany’s capital city and to promote 

Berlin when you’re back home – and 

not just as a trade show location, but 

also as a travel destination. 

When it comes 

to culture, Berlin is 

one of the world’s 

most exciting 

cities. 

What do you suggest people 

should do while they’re here – 

whether visiting for the first time, 

or whether they are “old hands” 

at Berlin? 

Since there’s too little time to really 

get to know Berlin during the trade 

show, my advice would be to either 

come back for another visit or extend 

your stay to give yourself the chance 

to experience Berlin in all its many 

facets. You’ll be glad you did. 

Michael Müller 

Mayor of Berlin 


45

WHERE 

TO GOIN 

BERLIN 

Restaurants 

Ganymed Brasserie 


French cuisine 

Schiffbauerdamm 5 

10117 Berlin Mitte 

Tel: +49 (0)30 28 59 90 46 

www.ganymed-brasserie.de 

Metro: S & U Friedrichstraße 

S2 S25 S5 S7 S75 U6 

Bellini Lounge 

Oranienburger Str. 42–43 - Mitte 

10117 Berlin 

Tel: +49 (0)30 97 00 56 18 

reservierung@bellinilounge.de 

www.bellinilounge.de 

Metro: S & M Oranienburger 

Strasse S1 S2 S25 M1 M6 

U Oranienburger Tor U6 


Vive la France – at the 

Schiffbauerdamm 

Gourmets and fans of French 

cuisine are pampered at the 

Brasserie Ganymed with the 

highest culinary standards. In 

former times, the playwright 

Bert Brecht and actress Helene 

Weigel stopped here to enjoy 

the cooking and the authentic 

Parisian atmosphere. The dishes 

are prepared with fresh, regional 

products and special French 

delicacies; the waiters celebrate 

flambéing, carving and filleting in 

front of the guests. On hot days 

and warm summer nights, be sure 

to secure a place on the Spree 

Terrace. 

Bars 



Everything revolves around modern 

bar culture at the Bellini Lounge 

and its big outside terrace. More 

than 100 cocktails and 100 wines 

from all over the world are on 

offer. Traditional spirits from Berlin 

& “future cocktails” are served. A 

special attraction is the aquarium 

with 500 fishes. Happy Hour daily 

until 9pm. 

Clubs 

Adagio 

Adagio 

Right in the city centre at the 

Potsdamer Platz you will find the 

Adagio with a modern lounge 

design placed in a setting of 

impressive baroque arches under 

a sky filled with angels. During 

the modernisation in 2014, great 

emphasis was placed on the 

improvement of the technical 

equipment. More than 1,000 

guests celebrate in front of one of 

the largest LED screens in Europe 

to the best of dance music and 

classics mixed by the best DJs in 

the world. A-listers in the past have 

included stars like Rihanna, George 

Clooney and Michael Jackson. 

Come and celebrate with us in 

one of the most beautiful clubs in 

town. 

Open Friday-Saturday from 11 pm. 

Adagio 

Marlene-Dietrich-Platz 1 

10785 Berlin 

Tel: +49 30 25 89 890 

Info@adagio.de 

Metro: S & U Potsdamer Platz 

U2 S1 S2 S25 

46

Rediscover Music 

Music moves our hearts and enriches our lives. And with the 

new-generation Technics Reference Class R1 Series, we’ve 

created a class-leading sound system for true music lovers. 

Engineered from the finest materials, all exquisitely crafted, 

it sets a new standard in audio excellence – one that takes 

you back to that place where only the music exists. 

Technics.com 

HALL 5.2

Preview Edition - IFA International

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