Day 6 - IFA International

I FA
international
Official Daily News Source f or International Visitors at IFA
Hall 3.1 / 103
Hall 3.2 / 201
Hall 21 / 104
DAY 6
Wednesday 11 th September 2013
Hall 21A
Telecoms Join the Table
IFA 2013: New market landscape revealed at
world’s leading consumer lifestyle event
CONTENTS
06 > NEWS
17 > TRADE NEWS
18 > KEYNOTE FEATURE
21 > EXCLUSIVE INTERVIEW
Dan Hesse
Chief Executive
Officer, Sprint
See interview page 18
While Home Appliances
have now been lining
up proudly alongside
Consumer Electronics at
IFA for a number of years,
and IT is increasingly
integrated as part of the
scenario, the savviest
players of the Telecoms
sector have concluded that
they are also part of the
same movement.
The first ever keynote at IFA
by Sprint CEO Dan Hesse
and the news that IFA will
next year be a key partner
of the CTIA Super Mobility
Week are key indicators
that mobile technologies
have become an integral
part of a single ecosystem
– of which IFA Berlin is the
global hub. Indeed, Hesse
Information
Lifestyle
underlined that innovation
reshaping the wireless
industry is transforming
perhaps every product that
is represented here at IFA.
Tablets re-shape the Information Technology landscape
as the PC records its longest sales dip. Yet the consumer
IT area as a whole remains buoyant: monitors continue
to surprise, networking and connectivity thrive, personal
storage grows, and consumers still covet accessories. In
this section we interview
major players such as
Toshiba, Lenovo, Intel
and others to bring you
the latest insight.
Read the special section
from page 22
“ (…) the
wireless
industry is
transforming
perhaps every
product that is
represented here
at IFA”
22 > INFORMATION LIFESTYLE
26 > SPOTLIGHT ON JAPAN
27 > STAND OF THE DAY
29 > WHERE TO GO IN BERLIN
TRADE NEWS
Takahisa
Nojima
President
and CEO,
PC Depot
"IFA offers a wide range of
products and plenty of
demonstrations, so it provides us
with sufficient inspiration."
See page 17
EXCLUSIVE INTERVIEWS
Hans-Joachim
Kamp
Chairman of the
supervisory board of
gfu, Vice President
ZVEI
"IFA is an 'order fair' and we expect
that we will have more orders in the
books than in the past" See page 9
Jens
Heithecker
IFA Director
"The most important word for IFA is
'Global'." See page 7

Official Daily News Source f or International Visitors at IFA
News
CITYCUBE BERLIN
ON-SCHEDULE
FOR 2014
Three months have passed
since the topping-out garland
was hoisted onto the roof of
CityCube Berlin. Since then
the face of Berlin’s new venue
for congresses and trade fairs
has changed almost daily.
In the meantime the roof of
the building has been sealed
and the facade, consisting of
concrete, glass and fabrics, is
currently nearing completion.
Inside the building work on
the technical installations is
now fully underway. When
this multi-purpose hall opens
in March 2014 it will be able
to host events with up to
11,000 participants.
Every since the foundation
laying ceremony in July 2012
the CityCube has attracted
keen interest both at home
and abroad. A substantial
number of bookings have
already been taken for events
in 2014 and 2015 and even as
far ahead as 2022.
Dr. Christian Göke, Chief
Executive Officer of Messe
Berlin, said: “We can
justifiably say that even
before its completion the
CityCube Berlin has taken up
its position on the market for
national and international
events.“
Sound United Expands into
International Audio Market
The audio company makes its IFA debut and demos an
array of personal audio systems
Kevin Duffy
President of Sound United
Southern California-based
audio company Sound United
is expanding its presence into
the international market,
participating for the first
time at IFA. The Sound
United family of audio
brands includes Definitive
Technology, a 25-year veteran
in the high-end home audio
space; Polk, an audio brand
with more than 40 years'
experience pioneering highquality
personal audio; and
Boom, a portable audio brand
targeting the youthful actionsports
orientated consumer.
According to Kevin Duffy,
President of Sound United,
the company’s presence at
IFA reflects the significant
commitment and investment
the company is making to
expand its awareness and
distribution.
“Firstly, we wanted to expand
overseas so IFA made a lot
of sense to us,” he said.
“Secondly, we’re launching a
very broad assortment of new
products.
Sound United recently
signed an agreement with
Xbox to develop and launch
headphones and a soundbar
to go with Xbox One, which
is launching in November.
“That is a great opportunity,”
said Duffy.
Other products on show at IFA
include the Sound Cylinder
from Definitive Technology –
which dynamically upgrades
the sound of a tablet – plus
the Polk Heritage collection of
headphones, which features
a vintage aesthetic.
Duffy is adamant that Sound
United’s first IFA has been
a positive experience. “We
have met with a lot of great
distribution partners,” he
said. “I came to see whether
this was a worthwhile
investment and it certainly
has been.”
Hall 3.2
Stand 205
Marrying TV Form and Content
DisplaySearch focuses on industry in transition
Three conference sessions
hosted by DisplaySearch at
IFA provided an assessment of
the global TV industry. There
is a general shift in strategy
from selling more boxes to
selling them profitably.
4K2K and OLED were
introduced to retail in 2013
in order to revive consumer
interest in the big screen. Paul
Gray, DisplaySearch’s Director
of European Research, is
wary of the industry getting
ahead of itself and compares
the status quo to the audio
industry in the 1980s.
Then, CD was introduced,
followed by eight or nine
different formats which soon
disappeared. “We’re at this
CD moment in TV now,”
says Mr Gray. “Just like CD,
the matter of content comes
up. Very little was available
in Super Audio CD and that
is the situation we face with
4K2K.”
The lesson to be learned from
the introduction of 3D TV in
recent years, is that in order to
sell consumers an enhanced
experience there has to be an
improvement.
Paul Gray
Director, Displaysearch
“There is a general
shift in strategy from selling more
boxes to selling them profitably”
I FA
international
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ERRATUM
In Monday 9 th september edition
of IFA International it was
accidentally stated that CNC’s
three production lines have a
capacity of 80,000 units per
month. This should have read:
CNC has 26 product lines with a
capacity of 6.3M units per year.
6

News
Highlights of the
“World’s Smartest Show”
IFA Director Jens Heithecker – on the
2013 edition
As the world’s most important event for the consumer electronics and
home appliance industries, IFA continues to grow. But what have the key
trends been this year? We put the question to IFA Director Jens Heithecker.
The most important word for
IFA is “Global”. The trend
for IFA towards becoming
a global platform has been
evident over the years,
but this year the trend
has been confirmed and
our global functions have
been reinforced. We had
more international media
representatives here than
ever before, more exhibitors,
more people from the
headquarters and of course
more global trade visitors.
IFA is the leading global show
for consumer electronics and
home appliances. In one
way this is not surprising.
It’s a logical development,
not a revolution… the show
is developing over time and
we are gaining global grip.
We could feel that in the
past, but this year, everyone
can see the proof. On the
other hand, it is surprising
due to the situation of the
TV manufacturers. It has
been important for these
manufacturers to sense
the mood of the market
for the next six months.
We are very proud that we
have been able to create
this atmosphere, giving the
feeling to the markets that
now it’s time to be positive
for the next season.
But there had been some
hesitation in the market…
Indeed. On the first day, one
could still feel the concerns
of a number of players, given
the market development
during the first half of the
year. Many companies have
been investing heavily in
new products, and they
were anxious to see what
the feedback would be like
for new TV technologies
– especially Ultra HD. The
market players wanted to
know if they could bring
the market to a new level of
energy after what has been
virtually a lost year. And it
has happened. In the second
day or even at the end of
the first day you could feel
it in the show. The retailers
are very open to these new
technologies, and so are
the consumers. For many
members of the public, it was
the first time they had seen
UHD TV. Their eyes were wide,
and they were saying, “Wow,
what an image”! These first
reactions were transported to
the retailers, buyers and the
industry. In a very important
part of the industry – the TV
sector – and they understood
they had the next right
product for the market.
IT has been growing as
part of the recipe, but
now telecoms as well.
This is a big change in the
playing field…
Yes. Technically, the
Consumer Electronics
industry is absorbing
wireless technologies and IT
technologies. Ten or fifteen
years ago, some IT and
telecom players had the very
strong opinion that they
would be in pole position
for the consumer markets
of the future, but that didn’t
happen. We at IFA expected
a different development. We
expected that the strength
of the Consumer Electronics
industry, its experience in
how to act with consumers
and react to consumer
expectations, how to
integrate new technologies
into consumer devices, and
how to bring the product
to the consumers in terms
of distribution… would give
it the edge. Now, the result
is that today wireless and IT
“(…) today
wireless and IT
technologies
have become
natural
parts of the
Consumer
Electronics
eco-system
(…)”
technologies have become
natural parts of the Consumer
Electronics eco-system. So
this is one of the reasons
why we believe it’s the right
time to start this cooperation
with our new partner, the
CTIA – the wireless industry
association in the USA.
The new hall – the City
Cube – will be open in
time for IFA next year.
Please tell us more about
this.
We are very, very happy that
we can enlarge our capacity
next year by at least 6,000
sq. m. There will be two levels
available with this capacity
in the new building. For the
moment we plan to use the
upper level for exhibitors,
and the lower level may
act as a conference centre.
This year, we had more and
bigger conferences than ever
before, and as the ICC will
be closed for renovations
next year, we will need space
for this, as we plan to have
an even more important
convention next year.
TH Lam
President of TongFang Global Ltd
Hall 25
Stand 131
www.ifa-international.org IFA International • Wednesday 11 th September 2013
7

News
IFA 2013 Puts a Positive
Spin on Q4 Business
gfu gathers feedback and plans
an even greater event in 2014
As the gates of IFA 2013 close for the last time, the first reports of business
activity and show attendance are as positive as expected. According to
Hans-Joachim Kamp, the Chairman of the Supervisory Board of the gfu –
organisers of the show – figures are up whether they be in the fields of trade
visitors or international visitors, or orders signed at the show. We asked Mr
Kamp for an initial report on this year’s event.
The market situation has
been very tough, especially
in the very important field
of television. There was
a downturn of 20%, so
there were questions of
what the situation would
be like after six days of IFA,
but I expect a very positive
trend. I am quite sure that
the second half of the year
will be more positive than
last year. Smart TV is one
of the main topics and on
the other hand all dealers
and all Berlin visitors were
very enthusiastic to see
Ultra HD. So the result this
year from my point of view
is a triple-A ranking. On
the other hand if you look
what we have done with
keynotes, I have never seen
such well-visited keynotes.
We had more keynotes than
in the past. It’s the first time
the car industry has been
present with a keynote. The
second important thing we
addressed is connectivity.
The third is that in my view
more new products have
been shown here at the IFA
than in the past. This means
that for the season from
October through December,
which represents 35% of
turnover, there are more
innovations that will arrive
in the stores. That is good
for the trade and it is also
good for the consumers.
Are you very excited about
the fact that the IT and
the telecommunications
industry are coming in
to become part of this
ecosystem at IFA?
Yes, absolutely; because
in the past, we had a
separate business from IT
and telecommunications.
But with connectivity and
with the “smart approach”
these product categories are
coming closer together and
90% of all these products
are sold in the same outlets.
If we say the VIPs for us are
the trade on the one hand
and the press on the other,
then this fulfils our strategy
to bring them all together.
Two of the big trends this
year were geographic,
with the increased
visibility of major players
from Turkey and China.
Are you noticing a big
change in this geoeconomic
situation as
well?
The Turkish companies
were already strong in the
past but they were more
‘present’ this year at IFA
and it’s the first time that
Vestel has made a keynote,
because the production
capacities were also in the
last year on a very high level.
And what is new is that they
also started new fields such
as smartphone business. I
think for many they know
Vestel only as a company
that is in white goods and
consumer electronics and
now they are stepping in
to the telecommunications
business. And one thing
is quite clear, competition
in the market is always
good and there is strong
competition from the
Chinese and Turkish
“We aim to
build up a
congress
programme,
which can
become the
'Davos of the
Consumer
Electronics
industry'.”
companies which is good
for development and for
innovation.
Is this changing balance
good for IFA?
IFA has shown that it’s
the number one place for
consumer electronics in the
world with all the companies
that are present, with all the
Hans-Joachim Kamp at the IFA opening press conference
internationality, and all the
companies that decided to
bring their products to Berlin.
And when I look to the
season, 35% of the business
is done in the lead up to
Christmas… so it’s an “order
fair” and we expect that
we will have more orders in
the books than in the past,
which is good for the trade
and is also good for dealers.
It is a win-win situation.
Finally, if you have a
message for the press and
for the trade for next year
what would it be?
I’m looking forward to next
year, because then we are in
the fantastic situation that
we have the new City Cube
Hans-Joachim Kamp
Chairman of the Supervisory Board of the gfu
and we will gather, more than
ever, all the decision-makers
at the IFA. Next year, we have
the chance to build up here in
Berlin a congress programme
for the consumer electronic
industry, which is what we
will be working on in the
next months. We need to
address many themes, from
WEEE, through data security,
to networks, so there are
a lot of themes. All the
experts will be here, and we
are also inviting politicians,
not only from Germany, but
also from around Europe.
We aim to build up a
congress programme which
can become the 'Davos of
the Consumer Electronics
industry'.
www.ifa-international.org IFA International • Wednesday 11 th September 2013
9

News
The Interface Drives
Design Changes
Outer looks and inner beauty come
together in Siemens’ innovations
Principal Designer Gerhard Nüssler and his team of engineers at Siemens-
Electrogeräte register up to 50 patents a year. Here, he explains why design
and technology are inseparable for the German super-brand…
[ Interview by Richard Barnes ]
At Siemens, an appliance's
design is not simply driven
by aesthetic form, but is
also closely linked with
technology, which is where
many design ideas originate.
Conversely, many technical
innovations cannot become
reality without a new design.
For example, it would not
make sense to control the 48
inductors on our induction
cooktops using traditional
knobs. The technological
development called for a
design innovation — in
this case a TFT display
underneath the 4mm
ceramic glass plate with a
totally new user navigation
system.
What’s changing in
the way products are
designed today at
Siemens?
Control systems. Ten years
ago, washing machines
usually had a single rotary
knob and ovens had
two. The functions were
imprinted all the way
round, and the design
input consisted simply of
defining the style, size
and colour — a relatively
swift task. But now, even
mid-range appliances
have complex displays and
premium appliances boast
high-resolution, coloured
TFT displays. Today, the
configuration of the
interface has an enormous
influence on appliance
design, not only on the
control dialogue but also
on the proportions of the
unit's surface.
How difficult is it
to integrate new
concepts such as touch
user interface and
connectivity?
It’s extremely difficult,
because we find ourselves
facing a range of totally new
challenges. For example, in
the home-appliances sector,
displays of the sort familiar
to people from cars, satnavs
or mobiles need to last as
long as the appliance itself.
However, a display averages
an operating time of only
4,000 hours over the entire
life cycle of a passenger car.
The car spends the majority
of its time in the garage,
while ovens require the
same technology 24 hours
a day, 365 days a year —
that's 8,760 hours in a
single year.
Gerhard Nüssler
Principal Designer,
Siemens
“(...) the configuration
of the interface has an
enormous influence on
appliance design (...)”
Hall 1.1
Stand 101
The Connected Home
Major appliances gain in intelligence and user-friendliness
Dr Claudia Häpp
Project Leader, Home
Connect, at BSH
Bosch und Siemens
Hausgeräte
[ by Richard Barnes ]
The market for home
appliances is being
driven by several factors,
including design, userfriendliness,
energy
and water efficiency
— and, increasingly,
the ‘smartness’ of the
machine.
In Germany, Siemens is testing
a number of new concepts,
some of which are already
seeing the light of day.
Dr Claudia Häpp, Project
Leader, Home Connect, at
BSH (Bosch und Siemens
Hausgeräte), said research
shows that customers are
looking for better ways to
interact with their appliances:
“People are looking for
appliances that can work
intelligently and in a
connected way. While energy
efficiency is important — as
is good design — our aim is
to bring new and intelligent
technologies that offer more
convenience.”
An online survey by
Germany’s Psyma has
confirmed that remote
monitoring is high on the
consumer’s priority list when
it comes to convenience and
security. Digital user manuals
are also increasingly popular.
There are three core areas for
the connected household:
home appliances, heating
and energy management,
and multimedia. For Psyma’s
2,000 respondents, the most
important segment was home
appliances (31%), followed by
air-conditioning and energymanagement
systems (30%)
and connected multimedia
(27%). “We believe it's
more relevant than ever to
offer connected appliances
because some parts of the
control infrastructure, like
tablet PCs and smartphones,
are now very common,”
Dr Häpp said. “Everybody's
using apps, so why not have
an app to control or monitor
an appliance?” She cited
a Siemens-designed app
that allows the consumer to
obtain an overview of all their
appliances, including coffee
makers, washers, dryers,
ovens, induction hobs, fridges
and dishwashers. “With
this feature, if the washing
machine tells you it has a
problem, the issue can be
analysed and solved without
calling customer service.
Future plans will also allow
service teams to intervene
remotely if a machine breaks
down,” Dr Häpp added.
Hall 1.1
Stand 101
10

News
Wall-To-Wall
Excellence
Vogel's celebrates 40 years
of redefining the wall mount
Founded in 1973 as a
maker of loudspeaker
stands, Vogel's then
went on to set new
standards in the way
that TVs are mounted.
In the Nineties — a
key decade for the
company — it began
to introduce design
elements into the
mounts. Innovations
included the Evolution
range, which hides
the cables, and
was, aesthetically
speaking, a milestone.
We asked CEO Gerdi
Vogels to explain
today's evolution.
As TVs become lighter,
flatter and more like a
painting on the wall, the
quality of the mount design
is becoming of ever-greater
importance. We believe
that every product has to
be a complete package,
with even the tiniest
details absolutely right.
That attitude is reflected
in our unique online tool
called the TV Mount
Advisor, which in just a few
steps shows the best mount
for any TV. Its database
incorporates more than
10,000 screens.
What plans do you have
for the next few years?
The fact that many people
now watch TV on tablet
devices is an area of great
opportunity for Vogels,
because it gives us the
chance to add something to
the experience. We believe
that we have done with
the RingO range of tablet
mounts. In addition to our
ultra-thin THIN range, there
is our new WALL range.
These series’ swivel mounts
are specifically designed to
keep the screen as close
to the wall as possible
via a by Vogels patented
magnetic system. They also
feature a smart mechanism
that ensures the TV is
absolutely straight, even
after mounting. Looking
to next year, we will be
introducing a new, as yet
unnamed range in which
the emphasis is very much
on design.
Hall 25
Stand 142
Gerdi Vogels
CEO, Vogel's
“The fact
that many
people
now watch
TV on tablets
is an area
of great
opportunity
for Vogel's”
Pret a Portable
Celly can dress up your devices in the latest cool
Italian style
Sabrina Biagini
Export Manager, Celly
Fifteen years after starting
business in Europe’s
fashion capital Milan, Celly
continues to bring Italian
style to phones and tablets.
With accessories ranging
from chargers to covers,
the company’s aspirational
brand partners include
Lamborghini and Juventus.
IFA sees the launch of Celly’s
new GLAMme collection
— possibly its most purely
fashion-focused range yet
— and the Celly 24 range
of accessories, aimed at
professional users.
“Celly 24 is an elegant
and discreet collection
distinguished by a
combination of eco-leather
and high-tech textile in the
darker colours associated
with business,” said Sabrina
Biagini, the company’s
Export Manager.
Biagini added: “Celly’s new
collections are dedicated
to people who treat their
device as a precious and
intimate part of their life
and like to dress it up, as
well as protect it.”
Meanwhile, the company
continues to design
products for the very
latest generation of smart
devices, meaning that Celly
is ready with an accessory
almost as soon as a new
product hits the market.
Hall 9
Stand 305
www.ifa-international.org IFA International • Wednesday 11 th September 2013
11

News
Toshiba Targets the Action-cam Market
New Camileo X Sports works for pro and amateur thrill-seekers
Raf Kuppens, Head of DLP & Services at Toshiba Europe, talks to IFA
international about their new action-cam, the Camileo X Sports.
Raf Kuppens
Head of DLP & Services,
Toshiba Europe
Why is Toshiba launching
into this segment and
how does your offer
differ?
We’re taking our Camileo
range to the next step. It’s
a natural extension of our
camcorder business where
we already have successful
products in a range of
form factors. Compared
to what’s in the market,
Toshiba is launching a very
comprehensive sportscam
solution.
We’ve embedded a twoinch
LCD display so users
can appreciate when they
view or configure. We’ve
added all video and photo
modes. This camera is
available with a water proof
casing effective up to 60m.
We’ve given it an on-thewrist
remote control with
big buttons in case gloves
are in use during sport.
You can see if you are
recording or taking photos
with the remote. We are
also aware that customers
require different mounting
solutions so we’ve included
a comprehensive mounting
solution as standard in the
pack with some important
generic accessories. It's wifi
enabled and there's a
great wi-fi app. I could go
on but the important value
added for the consumer
is that Toshiba has used its
experience to provide the
first comprehension solution
for an action-cam.
What audience will
Toshiba reach with
Camileo X Sports?
We’ve made a camera that
can meet the requirements
of extreme sports. That’s an
audience we want but we
also want to address the
wider audience of people
who want to capture their
free time without being an
extreme sports enthusiast.
These are the people who
want the same thrill but are
rafting or waterskiing only
on their vacation time.
We have existing sales
channels and these
channels are looking for
new products. We think the
channels will be very eager
for the Camileo X Sports.
Hall 21A
Camileo X Sports
12

News
Ford Shifts its Focus
The motoring giant offers a richer mix of technology features to
entice its customers
Ford is in the midst of
a restructuring effort in
Europe. Alan Mulally,
President and CEO of
Ford Motor Company,
told IFA International
that the company
is shifting its focus
towards selling more
vehicles to individual
customers, rather
than rental fleets, and
offering a richer mix
of technology features
to entice customers
to spend more. Ford
followed a similar
strategy in the US, said
Mulally, with impressive
results.
Our One Ford plan
transformed Ford in North
America into an exciting,
viable business serving
customers with great
vehicles and delivering
profitable growth for all
of our stakeholders. We
reported record second
quarter and first half pre-tax
profits for North America in
2013, driven by our strong
product line-up. We are
following the same One Ford
plan in Europe – with a focus
on accelerating new product
development, strengthening
our brand and improving
our cost efficiency.
How important is IFA
as part of your global
marketing plan?
IFA and other consumer
technology events are very
important. Technology is
absolutely a reason to buy a
Ford, and we are committed
to serving customers
with best-in-class smart
technology in every new
Ford vehicle.
Can you tell us more
about "connected
driving" and how it
leverages technology to
deliver a better driving
experience?
We introduced the SYNC
technology platform to the
European markets a few
years ago, enabling drivers
to stay connected to their
friends and family and access
their favourite music with
simple voice commands.
We added the emergency
assistance feature, which
automatically connects
drivers to emergency services
across Europe for free.
We are now bringing the
SYNC AppLink to our
European customers with
the new Ford EcoSport.
Drivers will be able to access
their favourite mobile apps
and access this content
while on the road, safely
with voice command.
“we are committed to serving
customers with best-in-class
smart technology in every new
Ford vehicle.”
Alan Mulally
President and CEO
Ford Motor Company
Sisvel Takes TV into a New Dimension
How the company’s tile-format technology will drive the
delivery of 3D TV content
Sisvel Technology, the
technical arm of Sisvel,
has the role of technology
scouting and development
in several hot areas
including entertainment
and television, indoor
and outdoor localisation,
wireless systems and green
technologies.
What are the key reasons
for your presence at IFA
this year? What are you
most heavily promoting?
In the case of IFA we are
promoting a technology for
the efficient representation
and delivery of 3D
content – in particular for
autostereoscopic (glassfree)
displays – that goes
under the name of ‘tile
format’. We have developed
the echo-system around it,
with the collaboration of
important partners. At IFA
we are showing the delivery
systems of tile-formatted
3D content to the set-tops
that support it.
In recent years you have
been promoting your tile
format 3D system. What
point is this currently at
and where do you see 3D
TV going?
The tile format has
made important steps in
several areas that range
from standardisation to
implementation and early
adoption. 3D is regaining
some momentum, thanks
to the evolution of
technologies including 4K-
8K and autostereoscopic
displays. The 3DTV will
follow this trend.
Hall 2.2
Stand 104
Andrea Basso
Managing Director, Sisvel Technology
www.ifa-international.org IFA International • Wednesday 11 th September 2013
13

News
Getting into Hot Water
IFA debut for the pioneers of the sous-vide cooking technique
SousVide Supreme
is an amazing new
all-in-one sous-vide
water oven designed
to bring the sous-vide
culinary technique
into home kitchens
and restaurants at an
affordable price. The
sous-vide (pronounced
soo-veed) technique
involves cooking food in
vacuum-sealed pouches
submerged in a water
bath held at a preciselycontrolled
temperature.
At their first IFA, Dr
Mary Dan Eades and
Dr Michael Eades, cofounders
of SousVide
Supreme, explained
their marketing plan to
IFA International.
Our marketing plan thus
far has relied on our PR
team, a vigorous click
ad campaign, passionate
affiliate marketers, and
an active social media
footprint. In addition, we
employ a small sales force
to take the message directly
to retailers and distributors.
We communicate through
consumer demonstrations,
social media, chef
and blogger seeding
programmes and contests,
the production of multiple
cookery books, and a
robust website.
Do you belong in the
cooking category, or are
you a lifestyle brand?
Really, we fit nicely into
both. There is no better
way to leverage time in a
busy world and still enjoy
the benefits of fabulous
food than by using the
SousVide Supreme.
What new products are
you spotlighting at IFA?
This is our first year at IFA
so we are showing the full
product family.
Which are your fastest
developing markets?
The UK and EU markets
have exploded in the past
Drs Michael Eades and Mary Dan Eades
year. We are up 180% in
sales in some key markets
and it’s showing no signs of
slowing down.
What new territories are
you focusing on at IFA?
We recently announced
global expansion into 25
countries worldwide and
we have a very keen eye on
The SousVide Supreme method eliminates guesswork and enables the user
to cook food “with incomparable taste and texture”.
all European markets as well
as the Middle-East and Asia.
What can visitors
experience at your IFA
booth?
Yummy food. Throughout
the day, every day, we are
demonstrating cooking
with the SousVide Supreme
water oven and sampling
delicious sous-vide cooked
foods.
Hall 8.1
Stand 215
Nespresso Knows its Customers Well
Luxury coffee brand has become a way of life
Holger Feldmann, President of Nespresso Germany, told IFA International how the company maintains
its position as a leading brand in the coffee-as-lifestyle marketplace.
Holger Feldmann
President, Nespresso Germany
The Nespresso story
began with a simple but
revolutionary idea – to
enable any coffee lover to
prepare the perfect espresso
at home.
This passion for coffee is
the engine of our actions. In
27 years we have managed
to grow into one of the
most prestigious brands
and become the worldwide
reference for premiumportioned
coffee.
How important are
Nespresso stores as part
of your concept and why?
The Nespresso boutiques
offer our customers a
modern, unique coffee
experience and bring the
concept of individualised
service to a new level.
More that 300 Nespresso
Boutiques around the
whole world are the
window to the heart of the
brand and an important
sales channel.
How is the Nespresso
business model evolving -
in store and online?
We are always in direct
contact with our customers
and club members. Our
unique distribution channels
– including our online shop,
our exclusive boutiques
and our service-oriented
customer relationship
centre, complemented by
our sales model for machine
partners, offer us a unique
competitive advantage.
Our customer relationship
centre offers consumers
another way to get in touch
with Nespresso in their
preferred way. More than
1,300 friendly, professional
coffee specialists take care of
the needs of our customers
by phone and help on all
matters relating to coffee
machines, accessories and
comfortable ordering of all
Nespresso products.
We think that our way of
doing business is the best
“We are
always in
direct
contact
with our
customers”
way for our company and
our customers. So there is
no reason to change that.
In Frankfurt, the current
boutique will move to the
new ONE Goetheplaza in
October 2013. With 600
sq m of retail space on
two floors, the boutique in
Frankfurt will be the largest
boutique in Germany. As
well as this, we will be
represented in the Rhein-
Main-Region starting this
autumn as we are going to
open our first boutique in
Mannheim.
Hall 8.1
Stand 215
14

News
IP and TV – the Issues of Streaming
The onward march of higher resolution and multiplication
of service providers raises new issues
Service providers such as
DirecTV, Comcast, Sky and
Canal Plus have already
started testing and, in some
cases, broadcasting live
sporting events in Ultra HD.
In addition, major players
in the CE industry, such as
Samsung, Sony, Toshiba,
LG, Sharp and Hisense, are
already developing and
manufacturing Ultra HDcapable
TVs. However,
given that more than half of
consumers recently surveyed
in a study for Rovi Corporation
report difficulty playing videos
more than once a month,
it's clear that the current
satisfaction bar is low.
At IFA, a triple-pronged
strategy is being presented
by Rovi in order to foster the
development of Full HD and
Ultra HD streaming, as the
company promotes easier
ways to find, deliver and
watch content, and most
importantly for the service
providers, to monetise the
plethora of new content.
The advent of better ways
to encode content means
extending reach and
expanding the market, and the
Santa Clara based company
is spearheading efforts to
push the new HEVC platform
into the market. “HEVC is
fundamentally critical for
all our customers who are
involved in the creation and
delivery of video, because
it does two things: it saves
them money and it allows
them to deliver higher quality
services,” Ray DeRenzo, SVP
of Marketing at Rovi told IFA
International. “We wanted to
be involved in HEVC very early
and accelerate its adoption.”
HEVC, says Rovi, is simply
a better frame of reference
for both users and providers.
“50% better compression
means I can send more
content to more places with
more reliability”, he added.
We are going to provide the
core creation tools. If you can
imagine, there are massive
libraries of content that are
stored in digital form. To take
advantage of HEVC, these
libraries are going to have to
be re-encoded, to take the
benefits of HEVC. Rovi has
made available a main concept
Software Developers’ Kit to
enable this, and introduced
a conversion tool, which the
company describes as “total
code”. It is significant, says
DeRenzo, because it takes a
single stream in – whether
it’s a DVD, a Blu-ray Disc
or a Mezzanine file – and
outputs it simultaneously for
multiple services. Added to
this is the release of DivX 10
– a similar solution for general
consumers, which allows
them to move content with
maximum flexibility.
According to Mr DeRenzo,
it’s not only about creating an
HEVC solution: “Our strategy
was to lead the conversation,
to be the first to bring a
scalable solution for HEVC.
We believe we are uniquely
positioned to drive this
forward. Many of the things
we are demonstrating here
today are genuinely industry
firsts.”
Ray DeRenzo
SVP of Marketing, Rovi
Hall 25
Stand 151
Pro Business is Back at IFA
European electrical appliances initiative returns
Celebrating its tenth anniversary this year, Pro Business ElektroHausgeräte is an initiative
of European brands committed to brand expertise, product range diversity and innovative
technologies. We asked Heinz Werner Ochs, Chairman, Pro Business ElektroHausgeräte about
the main participants.
Heinz Werner Ochs
Chairman of Pro Business
ElektroHausgeraete
Interest is usually focused
on the big international
companies such as
Dyson, Kärcher, Melitta
and Jura, but all brands
involved in the initiative
are now achieving special
recognition, both in the
European market as well
as on other continents.
“The demonstration and
sampling of the products is
a high priority”
Please tell us about the
Pro Business space at
the IFA this year
We are pleased that at IFA
2013, we have succeeded
again in reserving the
ideal exhibition space for
our member companies.
The 15 top Pro Business
ElektroHausgeraete
brands are at IFA with
over 3,100 sq m of
exhibition space.
What is the objective
of this area?
The member brands of
Pro Business are mainly
manufacturers of small
electrical appliances. The
particular focus at the IFA
is to present themselves
within an environment
that is appropriate to the
status of their brands.
The demonstration and
sampling of the products
is a high priority.
Who are you targeting?
Of course it is primarily
trade customers to
whom such a major
fair is directed. Home
Appliances @ IFA has
a special characteristic,
whereby consumers
also develop a very
strong interest in the
small electrical product
goods on display, thus
influencing buying
impulses positively
through their demand in
the trade.”
Does it have a direct
influence on business
locally?
A large number of
customers come from
Germany and the
bordering European
countries. With improved
sales in 2013, we see
Home Appliances @
IFA providing an even
better opportunity than
before to win customers
for our product ranges
from other regions and
markets.
www.ifa-international.org IFA International • Wednesday 11 th September 2013
15

16

Trade News
THE DEAL MAKERS
IFA as an Inspiration
Source
Euronics press conference
Euronics Bucks
the Economic Trend
Buying group sees profit in helping
Germany to get smarter
Euronics International has
every reason to be pleased
with itself — and at its IFA
press conference President
Hans Carpels explained why.
With its 2012 sales figures
showing an increase of
8.6% to 17.6bn, Euronics
has cemented its position
as Europe’s largest electrical
buying group and second
largest consumer electronics
retailer, Carpels said. But
the Euronics chief conceded
that “the future is not rosy”
and that “profitability is
vanishing”.
However, Carpels said that
Euronics is planning to
expand once more and ran
through the profitable new
technology that it is pushing
throughout its 11,000 stores.
Smart TVs, he added, look
like a potential profit turner
for Euronics. The company’s
largest market — Germany
— is under-represented in
terms of smart-TV uptake
compared to France, and
this is an area that Euronics
is looking to exploit. To this
end, it is part of an industry
retail movement called
‘Smarter Fernsehen’, which
aims to promote smart-TV
sales. Carpels then drew
attention to Samsung’s 4K
OLED TV. “Customers will be
amazed when they see it,”
he said.
Among the other products
that Euronics is hoping to
push in the third and fourth
quarter of this year are robot
cleaners, automatic espresso
machines, compact system
cameras with wifi, tablets
and built-in fridge units.
Carpels reserved a special
place for hybrid tablets,
predicting that demand
for them would be strong
throughout all Euronics’
stores.
In other developments,
Carpels announced the first
Eastern European board
member to join the Euronics
team. Kirill Novikov will
represent Euronics Russia
— a new growth market for
the company.
Carpels also took stock
of 2012’s CE casualties to
bankruptcy or cold feet,
citing Comet in the UK,
ONOFF in Sweden and Best
Buy. The latter had plans
to establish a foothold in
Europe but as Carpels put it:
“They found the water too
deep.”
“Euronics has cemented its
position as Europe’s largest
electrical buying group and
second largest consumer
electronics retailer”
Hall 23
Stand 102
Takahisa Nojima
President and CEO, PC Depot
Japan retailer uses IFA in business
transformation
PC DEPOT is transforming both store format and
business model from PC specialization to an internet
devices service store that combines merchandise and
services.
Takahisa Nojima, President and Chief Executive Officer
of PC DEPOT and leader of the IFA delegation of PC
Depot, says “In this age of the progressive networking
of home appliances, it is important to take hints for our
solution business. IFA offers a wide range of products
and plenty of demonstrations, so it provides us with
sufficient inspiration.”
The retailer looks around IFA specifically for ideas for
network solutions in consumer IT and home appliances.
“Now we mainly offer five categories of contents
and services and we provide these via smartphones,
iPads or tablet computers,” says the CEO. He lists the
five categories as magazines & newspapers, video on
demand, information about earthquakes & tsunami,
digitalization of their customers’ legacy analogue
videos& photos, and IP phone service.
“Home security and automotive networking as well as
the networking of appliances should be a new chance
for us to offer new solutions,” says Nojima.
Regarding store formats, the Corporation has servicebased
Smart Life Partner (SLP) stores in the pipeline
which differ from conventional mass home electronics
retailers.
“Our SLP stores offer our customers everything in one
store, from hardware, software, all kinds of contents
and technical services, in order to bring them a smarter
digital network.We utilize devices which users already
have at home. This service is not limited to the devices,
which were sold in PC DEPOT shops but includes a
network for the necessary information and services
for the user’s life.We arrange hardware, software and
contents for easy and practical use. We try to convince
our customers of economic efficiency by proposing,
for example, a review of the current payment plan for
their mobile phone or smartphone, or utilizing a digital
device for newspapers and magazines.”
PC DEPOT of Japan brought a delegation of 14 staff
to IFA 2013. The company runs 111 stores producing
about 387 million euro in revenue in the last fiscal year.
www.ifa-international.org IFA International • Wednesday 11 th September 2013
17

Keynote Feature
DAN HESSE
Dan Hesse received a
BA from Notre Dame, an
MBA from Cornell, and an
MS from MIT where he
was awarded the Brooks
Thesis Prize. From there,
he spent 23 years at
AT&T, becoming President
and CEO of AT&T Wireless
Services from 1997-2000.
He served as CEO for
Terabeam Corporation
and subsequently Embarq
Corporation, before his
appointment as CEO of
Sprint in December 2007.
TAKEOVERS
AND MERGERS
MARK 2013
Sprint Nextel Corporation
and SoftBank Corp. this
summer announced
the completion of
their merger whereby
SoftBank invested
approximately
$21.6 billion in
Sprint, consisting of
approximately $16.6
billion to be distributed
to Sprint stockholders
and an aggregate $5
billion of new capital
to strengthen Sprint’s
balance sheet.
Dan Hesse continues to
serve as CEO of the new
company, which dropped
the “Nextel” to be known
simply as Sprint, while
Softbank's Masayoshi
Son will become the new
company's chairman of
the board of directors.
It is reported that
Masayoshi Son has “big
plans” not only for Sprint
in the US market but also
for Softbank on a global
scale.
Sprint this summer
also announced the
successful completion
of its transaction to
acquire 100% ownership
of Clearwire. The merger
agreement was first
announced in December,
2012 and Clearwire
shareholders approved
the transaction at a
special meeting of
stockholders held on July
8, 2013.
The deals have been
described by analysts
as among the more
complicated and
interesting acquisitions
in the industry in a long
time.
Sprinting Towards the
Wireless and Consumer Electronics
IFA specialises in innovations and progress in CE & HA, yet it is of particular significance that 2013
saw the first ever keynote by a US wireless CEO. The presence of Dan Hesse, CEO, Sprint Corporation,
to address the conference on Friday marked a turning point. IFA and Sprint together is emblematic
of the convergence of wireless with CE & HA – for both, the future is connected.
Dan Hesse
Chief Executive Officer, Sprint
“Wireless has evolved to
enable an entirely new
dimension for home
appliances, for smartgrids,
healthcare and cars (…)”
As one of the leading
mobile phone companies
in USA, Sprint is wellplaced
to see the direction
telecommunications are
heading – and in his
groundbreaking keynote he
addressed the impact of a
society that is ‘always on’.
Hesse spoke of his first visits
to Berlin many years ago,
when from Checkpoint
Charlie he could see across
the wall. He likened the
changes that are happening
in our industry to the
changes that took place back
then: "On the subject of
change, perhaps no industry
has changed more or been
reshaped more than the
wireless industry in recent
years. The innovations that
are reshaping the wireless
industry are transforming
perhaps every product
that is represented here
at IFA. And they are not
incremental changes, they
are transformational."
Hesse said they bring to
mind the words of a British
writer, Arthur C. Clark, who
said that "any sufficiently
advanced technology is
indistinguishable from
magic".
"The more we understand
these transformations and
work together to address
them," said Hesse "We can
use advanced technology
– this wireless magic –
together in productive
ways."
"Wireless has evolved to
enable an entirely new
dimension for home
appliances, for smartgrids,
healthcare and cars", he
added.
Global wireless data
communications surpassed
voice communications in
2009 and the gap continues
to widen. Speaking about
the onset of 4G networks,
Hesse told the audience that
it’s estimated by the end of
this year there will be 244
commercial LTE networks in
87 countries.
“Wireless is challenging the
status quo and affecting
everything from grocery
shopping to medicine,”
Hesse said. “With the advent
of ultra-high-speed mobile
networks, wireless will play
an even more integral role
in virtually every aspect of
our lives. Advances once
thought far in the future,
like augmented reality, vocal
recognition and real-time
translation, will become
commonplace.”
Sprint offers wireless and
wireline communications
services bringing the mobility
to consumers, businesses
and government users.
Sprint served more than 55
million customers at the end
of the first quarter of 2013
and is widely recognised
for developing, engineering
and deploying innovative
technologies, including the
first wireless 4G service from
a national carrier in the US.
The American Customer
Satisfaction Index rated
Sprint as the most improved
company in customer
satisfaction, across all 47
industries, during the last
five years.
With this pedigree, and
having recently acquired
Clearwire, Sprint is ensuring it
is future-proof. “Clearwire’s
2.5GHz spectrum resources
18

Keynote Feature
Mobility Revolution
now inseparable at IFA
Dan Hesse, IFA 2013
Keynote Speaker
allow Sprint to increase
the capacity and speed
of our 4G offerings” said
Hesse, adding: “Sprint has
a long history of industry
firsts, including being the
first national carrier to
launch 4G in the US. The
exploding popularity of
smartphones and tablets,
accessing applications and
content such as video and
music, make it desirable for
carriers to upgrade to 4G
to provide the capacity and
network speed necessary
for a high-quality customer
experience.”
But the future is not just
about maximising network
speeds and capacities.
Sprint is number three
among America’s greenest
brands. “Sprint leads the
US telecoms industry with
its portfolio of sustainable
devices, device re-use and
recycling, the development
of environmental criteria and
reducing our overall impact
on the environment. We are
more than halfway to our
goal of a 20% reduction in
absolute greenhouse gas
emissions by 2017.”
Hesse’s keynote also
highlighted the ways
in which all electronics,
appliances, communications
and The Internet Of Things
are converging. It seems
we are not far from “a
dishwasher that runs
remotely when the electricity
is cheapest. A fridge that
you can access from your
phone to find out what’s
in it when you’re at the
supermarket. It could even
make suggestions, based
on its contents, as to what
you might cook that evening
when you get home,” he
predicted, adding that
Sprint has begun working
with Chrysler, working
towards 90% of all new
cars being wireless by 2020.
This certainly chimed with
another first at IFA2013 –
the debut keynote delivered
by fellow American, Alan
Mulally President and CEO
Ford Motor Company.
To help implicate itself
further in this global
technological evolution,
Sprint has become
empowered through its
recent acquisition for
$21.6bn by Japanese
powerhouse Softbank.
Hesse said, “We believe
that SoftBank’s investment
will enable Sprint to be a
stronger competitor in the
US market by enhancing
the company’s financial
and competitive position,
including purchasing scale
and the ability to make
investments in spectrum
and network. In addition to
the SoftBank investment,
the shut-down of the
iDEN network frees-up the
valuable 800 MHz spectrum
for our LTE and CDMA
networks and removes
the financial burden of
maintaining the iDEN
network”.
With a keynote that covered
everything from Brazilian
governments installing
microchips in trees for the
“(…) after 2013, IFA’s focus
on CE and home appliances
will widen to incorporate
telecommunications (…)”
monitoring of illegal logging,
to the security concerns of a
wirelessly connected world
– “the trade-off between
logistics and privacy” as he
called it – one thing is clear:
after 2013, IFA’s focus on
CE and home appliances
will widen to incorporate
telecommunications. “IFA
is a large and very wellrespected
platform to share
the advances and issues
associated with America’s
embrace of, and even
obsession with wireless
technologies,” he said,
and the world is listening.
Wirelessly.
www.ifa-international.org IFA International • Wednesday 11 th September 2013
19

20

Exclusive Interview
Building a Global Giant
Sport, innovation and globalisation drive Arçelik forward
Koç Holding, the
parent company of
Arçelik Group, is the
largest conglomerate
in Turkey. Arçelik
CEO Levent Çakiroglu
explains how his
company, which owns
the Beko and Grundig
brands, became the
third largest household
appliances company in
Europe…
Our company has
approximately 25,000
employees and operates
14 production facilities
worldwide. We provide
products and services in
more than 100 countries,
and generate nearly 60%
of our revenues from
international operations.
A lot of our success is
down to R&D and cuttingedge
technology. Arçelik
Group is able to design and
manufacture pioneering and
environmentally-friendly
products that are the best
in their class in terms of
energy and water efficiency.
Arçelik holds more than
one third of all international
patent applications to WIPO
[World Intellectual Property
Organization] originating
from Turkey.
How do Beko and Grundig
differ in term of brand
philosophy?
Beko appeals to young and
savvy shoppers looking for
smart technology, stylish
and functional design, and
environmental responsibility
and friendliness. Grundig,
meanwhile, has its roots
in Germany and became
famous around the
world for its radios and
televisions. This traditional
brand's recipe for success
is to combine high-quality
products with intelligent,
smart technology, ease
of operation, and classic,
simple and timeless design.
Why do you believe
it’s important to tie
your brands to sports
sponsorship?
We truly believe that
creating brand awareness
through sporting events
helps us to convey our
product promise and reach
our target audience more
effectively. Also, as part
of our social responsibility
commitment, we actively
support sports across the
world. Sports contribute
to the development of
children, not just in terms
of physical co-ordination,
but also in communication
and social skills such as
teamwork, quick thinking
and self-esteem.
As well as basketball, Beko
is the official supporter
of the FA Cup in the UK
which, with its 141-year
history, is the oldest football
tournament in the world.
Grundig is also focusing
on football and has been
the first official technology
partner of the German
Bundesliga since 2011. In
addition, the home of FC
“Arçelik holds more than one third of all
international patent applications to WIPO
originating from Turkey”
Nuremberg is now known
as the Grundig Stadium.
How is Beko performing
in Western Europe?
From 2008 to 2012, Beko
has been the brand with
the highest unit marketshare
increase in the overall
European market. As of
the end of 2012, Beko was
Europe’s third largest brand
in white goods. It is also the
leading brand in both the
UK and Lithuanian whitegoods
markets.
Ecology and sustainability
are key to Arçelik. How
important is R&D in
achieving your green
goals?
In accordance with our
‘Respects The Globe,
Respected Globally’ vision,
Arçelik applies a focused
sustainable-development
approach to all its processes.
The energy-efficient Green
Factories certification system
has awarded Platinum
certification to eight of our
factories, and Gold to two.
One of the key challenges
in achieving sustainability is
how to maintain profitability
by designing innovative
and eco-friendly products
without losing competitive
advantage.
Hall 23
Stand 101
Hall 7.1A
Stand 101
Arçelik CEO Levent Çakıroglu and Miss IFA
LEVENT ÇAKIROGLU
CEO, Arçelik Group
Levent Çakiroglu serves as
the CEO of Arçelik Group
and has been its General
Manager since 2008. He
graduated from Ankara
University Faculty of
Political Science and earned
his post-graduate degree
from the University of
Illinois. He started his career
in 1988 as an assistant
accounting specialist at the
Turkish finance ministry
and held this position until
1998. He joined Koç Group
in 1998 as Finance Group
Co-ordinator.
www.ifa-international.org IFA International • Wednesday 11 th September 2013
21

ADVERTORIAL
INFORMATION
LIFESTYLEPC'S
MONITORS
STORAGE
COMPONENTS
More to the PC Market
than the PC
THE NEXT
GENERATION
Intel’s fourth generation
core processor goes by the
codename Haswell. Haswell
marks a number of firsts
for Intel, including leadingedge
technologies like
on-chip voltage regulators,
eDRAM, and their first
graphics engine that
fully supports the DX11.1
specification and OpenGL
4.0. Haswell is primed
to offer a considerable
performance increase on
previous generation core
processors.
Tablets re-shape the information
technology (IT) landscape as
the PC records its longest
sales dip. Yet the consumer
IT area as a whole remains
buoyant — monitors continue
to surprise, networking and
connectivity thrive, personal
storage grows, and consumers
still covet accessories.
Worldwide, PC shipments
dropped to 76 million units
in the second quarter of
2013, a 10.9% decrease from
the same period last year,
according to preliminary results
by Gartner, Inc. This marks
the fifth consecutive quarter
of declining shipments — the
longest duration of decline in
the PC market’s history — as
inexpensive tablets displace
the low-end machines used
primarily for consumption in
mature and developed markets.
Some industry research
companies include tablets as
PCs, while others try to create
a new category to measure.
But no one denies the impact
that tablets are having on the
consumer IT business.
Says Mikako Kitagawa,
principal analyst at Gartner: “In
emerging markets, inexpensive
tablets have become the first
computing device for many
people, who at best are
deferring the purchase of a PC.
This is also accounting for the
collapse of the mini notebook
market.”
ARE YOU LOOKING AT
THE RIGHT SCREEN?
Bob Raikes of the European Display Market
Research specialist, Meko, explains a number
of uses for the new generation of displays that
consumers may be overlooking.
For many users, the monitor on
their PC is still the main display
that they interact with. However,
unless the buyer has been careful
in their selection, it may be the
screen with the lowest resolution
in their day-to-day lives. New
phones are better, TVs are often
better, and the best tablets are
much better.
From the panel-maker’s point of
view, monitors are still important.
In the last quarter, LG Display, the
component display side of LG's
business, got more revenue from
monitor panels than from tablets
and smartphones combined –
around 20% of their total revenue.
The European monitor market
is worth around €5bn a year –
down a long way from its peak
at €13.6bn in 2007, but still a
substantial business, and with
volumes of around 34 million
this year. That's about 100,000 a
day across Europe – not a small
business.
It's worth making sure that the
monitor is a good one when 40-
50 hours per week are spent
staring at it. Many monitors now
have wide viewing angles, mainly
using IPS or PLS technology, and
without huge cost increases. That
means users don't get the horrible
changes in contrast and colour of
cheaper monitors.
Many consumers have been
buying other mobile devices such
as tablets and smartphones.
Monitors with MHL connectors,
can be paired with compatible
phones (such as the Samsung
Galaxy range), to view content
from mobile devices on a large,
high quality display. Adding a
Bluetooth game controller makes
for a pretty good game console.
Using a USB or Bluetooth
keyboard and mouse with a
smartphone or tablet creates
a very reasonable device for
productivity applications such as
word processing or spreadsheets.
Streaming TV is much more
comfortable to watch on a decent
sized screen than a phone.
And with MHL the mobile
device is being charged at the
same time.
Bob Raikes
Managing Director, Meko
22

INFORMATION
LIFESTYLE
The Era of the Mouse Is Over
Yifang brings ultra-thin tablets, a smart watch, digital
pens and more to IFA
Yifang Executive Director Kenny Hua tells IFA International about the company's enthusiasm for the
post-mouse era and how it has affected product development, plus what to expect next from the
company... For us, the post-mouse era also means the touch era. Touch-screens and touch-control are
huge trends, and not only for smartphones and tablets, but increasingly for computers.
Kenny Hua
Executive Director, Yifang
“Touch-screens
and touchcontrol
are
huge trends”
What new products are
you showing at IFA this
year?
In addition to tablets and
digital pens, we are showing
some next-generation
smart devices, including
Smart Lighting, Smart
Switch, Home Environment
Sensor, Smart Watch, Smart
Pedometer and a Key Fob.
Cloud is an important
trend. How has your
introduction of the
CloudMemo been
received in Europe?
The first-generation
CloudMemo was based
on Bluetooth, but it was
complicated for users to
upload hand-written notes
first to a smartphone
and then to the cloud.
The second-generation
CloudMemo based on wifi
is more user-friendly.
We believe the WIFI
CloudMemo will win more
customers in Europe, and
we have brands to introduce
it to the market.
The Android tablet
market is proving to be
highly competitive. What
factors affect sales the
most? How important is
design and size?
The hardware configuration
affects sales the most. The
Android tablet market is
competitive. Given the
best possible hardware
configuration, Yifang
emphasises design and the
high quality of the M778,
M780 and M878 tablets
which feature Quad-core
plus 3G. The M878 is a
7.85-inch tablet that is a
mere 6mm wide.
Which of your products
do you feel was capture
the most attention at IFA?
The Home Automation &
Smart Wearable Devices
has received the most
attention at IFA. Our smart
watch is a mobile phone
accessory with incoming
call and message alerts. It is
always on due to low power
consumption and has a
pedometer function.
Smart TVs are the fashion.
How will THTF further
develop the mobile and
streaming aspects that
make a smart TV?
We are exploring simple,
cost-effective and great
smart TVs, which will be
launched in America and
Europe in 2013 Q4. Visitors
to IFA have a chance to see
all the features of our new
generation TVs.
What new products do
you have at IFA and how
do they reflect market
trends?
We are launching an
innovative TV using special
material – paper – reflecting
the trend of environmentally
friendly ideas, and we are
also going to show a 55”
OLED TV.
Hall 25
Stand 165
Gianfranco Lanci
President, EMEA Lenovo
Vice-President Lenovo Group
“We are one of
the few players
with a full offer
and a full user
experience.”
Hall 18
Stand 102
Moving In on Mobile
Lenovo leaves rivals behind in PC-plus computing
IFA International talked
with Gianfranco Lanci,
Lenovo President of EMEA
and Vice-President of the
Lenovo Group, about the
consumer IT market.
Is it still possible for a
PC maker to launch into
a maturing smartphone
market?
There are very few players
from the PC business
looking at PC-plus
computing in terms of
smartphones. We are one
of the few players with
a full offer and a full user
experience. We started with
the smartphone business in
China and so we have built
up our know-how.
Has the relationship
changed between large
retailers and their PC
suppliers? Both groups
are under pressure. Has
that pressure formed any
new bonds?
What we see at retail is
that, soon, some countries
will experience integration
or mergers. There’s not
room enough for all these
big players. The survivors
will be the ones who have
learned how to build
demand, not only by
promoting the ‘best price’
but by understanding user
experience and customer
behaviour.
Germany has been a very
successful market for
Lenovo. What factors
make Lenovo’s market
share higher in Germany
than, for example,
France?
We started investing earlier
in Germany than France.
Our investment in MEDIUM
is helping. When we make
a different level investment
in other markets — which
we intend to do — we’ll
see similar results.
NEW YOGA POSITIONING
Lenovo, creator of
multimode computing,
has expanded its
portfolio of multimode
devices. The new line-up
starts with two new Yoga
convertibles: the Yoga
2 Pro, successor to the
original 360-degree flipand-fold
13.3-inch Yoga;
and the new ThinkPad
Yoga, with its multimode
design and businessheavy
features.
Lenovo is also bringing
multimode computing to
mainstream laptops and
desktops with its new
dual mode Lenovo Flex
14- and 15-inch laptops
and Flex 20 all-in-one
(AIO) desktop. These
machines give consumers
all the productivity of a
PC plus one extra mode,
essentially giving them
two powerful devices at
one affordable price.
www.ifa-international.org IFA International • Wednesday 11 th September 2013
23

INFORMATION
LIFESTYLE
IFA: Global Launch Venue
Toshiba uses IFA as launch pad for key new IT
products
More than ever before, Toshiba is utilising IFA as a global launch pad for its innovative new IT products
targeting the consumer market. We asked about the roadmap for Toshiba’s PC business.
Graeme Simons
Head of Product Strategy,
B2C PC, Toshiba Europe
“The Toshiba
PC range has
never been as
diverse (…)”
Toshiba aims to provide
a diverse range of welldesigned,
ergonomic
and compelling devices
for mobile content
consumption for all kinds
of users. These extend from
pure tablets to clamshell
laptops, detachable twoin-ones,
and all-in-one
desktops that also have TV
functionality. The Toshiba
PC range has never been
as diverse, and with the
introduction of some
exciting new products
at IFA this year we have
something for everyone.
In your four-pronged
strategy for B2C IT
products – convertible,
clamshell, tablet and AOI
– which are currently the
fastest growing areas?
The tablet is the fastest
growing. The biggest
product segment by quite
a way is still the clamshell,
and we expect the twoin-ones,
the convertible
detachable segment to
start growing from early
2014 as users are looking
to simplify their device
portfolio.
Toshiba has opted for
Windows 8.1 in the
“Encore” tab. What is
your strategy regarding
Windows 8.1?
The Encore product is an
8.1-based companion
device, straddling both
work and play, and that’s
where it’s different from
the Android products we
already offer. It enables
Windows and Officeoriented
workers to
extend their mobile life in
a convenient and elegant
way.
How important is IFA in
your global marketing
plan and what are your
aims/goals for IFA?
IFA is hugely important to
Toshiba. We have been
appearing at IFA for many,
many years. This year we
have used IFA as the global
launch venue for some
of the products we have
been talking about, and
this is quite a coup for the
Toshiba guys in Europe,
because we used to have
to wait for other shows.
Hall 21 A
Sandisk Opens New $4bn Factory
Memory market still innovating after 20 years
SanDisk is synonymous with portable digital memory storage since its pioneering innovations in
the field over 20 years ago. Pascal de Boer, Vice President of SanDisk's Retail Business Unit (EMEA),
explained how SanDisk became such a recognisable brand.
People know us because
our founders did a good job
keeping the SanDisk brand
visible on the product they
were selling – namely, the
cards and new technologies
we invented in the early
days of digital photos.
Now, one strongly growing
market is memory cards in
smartphones in conjunction
with the success of Android
phones. At least once in the
lifetime of the product you
will plug a card into your
phone. It’s an accessory, it’s
like tyres on your car – you
need it for your host device
to function.
How do you continue to
compete against other
big CE companies in this
technology segment?
The thing with our
technology is the barriers
to entry are high. Firstly,
it’s not easy to make, you
need technology that
SanDisk owns like NANDflash.
Second is the need
for flash manufacturing.
We just announced the
opening of a new factory,
and the investment in that
one factory is $4billion.
Technology, know-how, IP
and capital required to enter
the market creates high
barriers to entry. The threat
is always there, sure, but we
are always innovating.
What’s the next step?
One of the products
we have announced is
a USB drive with a wi-fi
connector – the SanDisk
Connect. Really simply, it
allows you to transfer data
regardless of the platform
you’re using. It even has an
upgradable micro-SD card.
Like a digital Swiss Army
knife – except you can’t
use it to open your beer.
We also offer SSDs as an
alternative to a hard disk
drive - once you’ve tried it
you’ll never go back.
“(…) one
strongly growing
market is
memory cards in
smartphones”
SanDisk
Connect is "like
a digital Swiss
Army knife"
Pascal de Boer
Vice President of SanDisk’s
Retail Business Unit in
Europe, Middle East and
Africa (EMEA)
Hall 10.2
Stand 101
24

INFORMATION
Inside Intel’s Thinking
4th Gen Intel Core is ‘best improvement in a decade’
LIFESTYLE
Intel’s IFA stand reflects the chip-maker’s status as
a world leader in computing innovation. Christian
Morales, Intel Corporation’s Vice-President and
General Manager, EMEA, explains where he sees
the new Ultrabook in the computing ecosystem…
The two-in-one is the best
experience that can be
brought to users in terms
of ultra-mobility, great
performance and the
capability to develop your
own content and have
breakthrough experiences.
It combines the best of the
notebook and the ultramobility
of the tablet. Today,
we are introducing several
flavours of Ultrabooks on
the 4th Gen Intel Core —
The 4th Gen Intel Core Processor
the best improvement in a
decade from one generation
to the next.”
How has the move away
from PC to tablets and
smartphones affected
Intel?
There’s a proliferation of
devices on the market.
People use PCs to work,
to create rich content, for
education… But when
people want to consume
content, they want other
devices like smartphones
and tablets. We have
introduced the Silvermont
micro-architecture. The first
products are the Bay Trail
tablets. The next generation
will address smartphones,
Internet Of Things, invehicle
entertainment and
applications in data centres,
from the thinnest, lightest
devices to the biggest.
Where are the new
markets?
Today there are 1.5 billion
people connected to the
internet, and that will surge
to three or four billion in
the foreseeable future.
The Internet Of Things will
involve 15 billion devices by
2015. More and more data
is being generated and that
has to be stored and easily
retrieved. We are developing
new technologies to
organise and access data.
This is where the user
experience is moving.
Whether in the consumer
market or the business
environment, people want
this evolution in the usage
of their devices, the internet
and big data.
Hall 2.2
Stand 101
Christian Morales
President and General Manager, EMEA
Intel Corporation
“The Internet Of Things
will involve 15 billion
devices by 2015”
AIPTEK PROJECTOR PAD P100
At IFA 2013, pocket beamer specialist Aiptek
is presenting an Android tablet with built-in
projector. The seven-inch Projector Pad P100
delivers 100 lumen, enabling users to take
their mobile cinema with them wherever
they go. The combination of tablet and
projector also presents an attractive option
for business users to project presentations
on the move. The removable device can be
used with other multimedia sources.
» HALL 17 / STAND 109
UNIQUE SELLING POINTS
TECHNOLOGY PICTURE VERSATILITY
Quad-core CPU,
16 GB memory, 1
GB RAM, Android
4.2, 1280 x 800 IPS
display.
Projects a 300
cm image with
854 x 480 pixels
resolution and
1000:1 contrast
ratio.
The stand-alone
projector can be
used in conjunction
with other
multimedia sources.
LINKSYS SMART
WI-FI ROUTER AC1900
Offering speeds up to 600Mbps to
Wireless-N clients and up to 1,300Mbps to
Wireless-AC clients, the new Linksys Smart
Wi-Fi Router AC1900 is the new standard
for express connectivity in the home. Users
operating multiple smart devices need wi-fi
that is powerful, easy to use and offers
quick access to media files. The router is
equipped with the latest
802.11ac technology,
offering superfast wireless
speeds up to three times
Wireless-N.
» HALL 3.2 / STAND 112
UNIQUE SELLING POINTS
COMPATIBILITY BEAMFORMING POWER
Backward
compatible with
existing wireless
devices.
Includes latest
beamforming
technology to
deliver better range
and speed.
800Mhz Dual-
Core processor
for maximum
performance.
www.ifa-international.org IFA International • Wednesday 11 th September 2013
25

SPOTLIGHT ON
JAPAN
SONY LENS-STYLE
SMARTPHONE
CAMERA
Sony's two lens-style QX
series cameras merge
the creative power of a
premium compact camera
with the convenience
and connectivity
of today’s
smartphones. The
next-generation
Cyber-shot
DSC-QX100 and
DSC-QX10 models
utilise wi-fi
connectivity to
instantly transform
a connected
smartphone into a
versatile, powerful
photographic tool
that can shoot highquality
images and
HD videos to rival
a premium compact
camera.
» HALL 4.2 / STAND 101
Region
Sun Rising Again
Japanese CE companies reprise
role as innovation leaders
Japan continues to be a
world-leading high-tech
innovator. However, as
competition from across
the water in China and
Korea catches up, once
impregnable Japanese
CE giants such as Sony,
Panasonic, Toshiba and
Sharp have been forced to
innovate like never before.
As is evidenced by a slew of
radical and original product
launches by Japanese firms
at IFA 2013, there is
a sense that the
KEY USPs
18.2 megapixels
Weighs less than 4oz
Protection
Japanese are taking up the
challenge.
Sony’s Xperia Z1 nextgeneration
superphone
and Panasonic’s pioneering
20-inch 4K tablet are
typical of the bold product
offerings from Japanese
manufacturers that are
pushing Japan back to the
CE summit.
"Xperia Z1 is a watershed
moment for Sony,” said
Kazuo Hirai, President and
CEO of Sony Corporation,
during the much-hyped
Sony products launch
at IFA. “It marks
the first time we
have concentrated
so many leading
technologies, together
with our full suite of
entertainment content
services, all in a single,
beautifully designed mobile
product.”
Hirai spoke of a “productled
revival” at Sony that
aims to lead the field in
the tradition of the Sony
Walkman of the 1980s. A
large number of hopeful
Japanese CEOs have come
to IFA with the same intent.
As global management
consultancy Accenture
stated in a 2013 report on
Japanese high-tech firms:
“There is evidence of a
growing sense of renewal.”
SHARP DK-KP85PH HI-FI
Sharp has launched a new all-in-one hi-fi
system.
TOUGHPAD 4K
The world’s first tablet with a 20-inch UHD 4K screen was launched
by Panasonic at IFA. Its large size and relative high price point
mean the state-of-the-art tablet is aimed squarely at the business
market, notably creative professionals such as architects, designers
and photographers. It runs Windows 8.1, has a two-hour battery
life and weighs 2.3kg.
KEY USPs
Crystal-clear screen
Rugged carbon-fibre case
Aspect ratio of 15:10
KEY USPs
Competitively priced
Mutiple listening
functions
Slim, sleek design
The middle-of-the-range
device contains a CD player,
radio, iPod and iPad dock, as
well as Bluetooth streaming
capabilities. It comes in a
slick piano black. The hi-fi
runs on low energy and
Sharp claims it consumes
as little as 0.4W. It also
includes an auto power-off
function — a further sign
that Sharp is embracing
energy efficiency in its new
designs.
» HALL 2.2 / STAND 114
26
» HALL 20 / STAND 101
» HALL 5.1 / STAND 101

Stand of The Day
Philips - Hall 22 / 101
Buyers entering the Philips' stand will be struck by its exclusive
B2B zones, tailor-made for showing real-life retail experiences
EVENT MANAGER
DORIS LUN - Senior Manager
IRENE WONG - Manager
Marketing Management
BG Lifestyle Entertainment
Philips Consumer Lifestyle
“There are many newcomers
in the sound & headphone
segment, but Philips has a
unique value-add and knowhow
in this field, due to our
history and experience here.
Since the 1920s, when we
launched the world-first chapel
radio, we have been constantly
leading innovation in the field.
High-quality sound is part of
our DNA, and this is reflected
in our sound products and the
areas of the booth dedicated to
this topic.”
Comfort was a prime consideration in the design of the Philips stand
– the creation of an open, inviting and interactive area where visitors
can sit down and really appreciate the innovative products.
Philips’ Lifestyle Entertainment unit demonstrates its
high-end Fidelio range to retailers at dedicated parts
of Philips innovative and inspiring stand. Within its
dedicated B2B space (two thirds of the Philips hall), several
rooms allow retailers to experience Philips’ “obsession with
sound”, and to get ideas for creative and efficient in-store
displays.
In the Home Cinema Sound Room, retailers can experience the
concept of ‘flexible’ surround sound, with Philips Fidelio E5 wireless
surround cinema speakers, and its high-end SoundSphere DesignLine.
Part of the
walls at the Philips
booth are made
from specialist
acoustic materials
to eliminate noise
and improve sound
quality, further
illustrating the
slogan “obsessed
with sound”.
Visitors can see several artworks
composed of parts of the Fidelio
high-end range at the booth.
The high-end Fidelio headphone range
is displayed in a lifestyle-orientated in-store concept.
www.ifa-international.org IFA International • Wednesday 11 th September 2013
27

A Word of Thanks
IFA International gives special thanks to all those who have helped us in making
the official show daily a true decision-making tool for the trade – and an information
source for the media
The entire team of
IFA International is
mobilised throughout
the year, and of course
at IFA, to ensure its
readers are provided
with information that
facilitates their decisionmaking
process.Visit
ifa-international.org to
access all six editions of
IFA International 2013.
What makes the exceptional
richness of a daily is the face
to face interviews and we
are particularly thankful to
the top executives of the
companies present at IFA
who, despite being very
busy, accepted to meet with
us to share their vision and
thought leadership. Some
prime examples include:
1.
Wiebo Vaartjes
General Manager, Lifestyle
Entertainment and
Executive Vice-president,
Philips Consumer Lifestyle
2.
Ki-Wan Kim
EVP and GMO,
LG Electronics
3.
Li Dong Sheng Chairman
and CEO,
TCL
4.
Laurent Abadie,
Chairman and CEO,
Panasonic Europe Ltd.
1. 2.
3.
4.
Gerard Lefebvre – Publisher
The IFA International team celebrating another year of producing the official English-language publication of IFA.
Front row from left to right: Patrice Bosch, Helene Beunat, Viktoria Pelles, back row from left to right: Neil Cole, Uta
Morawietz, Veronika Meier, Calypso Barnes, Jean-Guy Bienfait, Anja Kühner, Stuart Braun, Gerard Lefebvre, Guillaume
Kaercher, Miss IFA, Richard Barnes, Jean-Francois Pieri, Joanna Stephens, Bob Snyder, Julian Newby, Bianca Newby,
Bettina Badon, Guillaume Vinrich
28

HOSPITALITY / RESTAURANTS / BARS
CLUBS / EVENTS / SHOPPING / CULTURE
WWW.WHERETOGOINBERLIN.COM
46
Just in time for the arrival of Worldwide Executives of the CE
One of Berlin’s & HA in most Berlin original for the IFA and press conferences from September
tasteful hotels 4 th , the and Waldorf nightspots Astoria is announces that the legendary
the very “jazzy”
chef
Ellington.
Pierre Gagnaire
We asked
will be there in person during this
the establishment’s director Tina
exceptional time to run "Les Solistes by Pierre Gagnaire",
Brack what to her mind makes the
a Michelin-starred restaurant offering a peerless culinary
Ellington different to other hotels
in this category.
experience in the German capital.
Among Waldorf Astoria Berlin's impressive range of dining
Our hotel is a and listed drinking historic experiences, structure. It the restaurant run by worldrenowned
office building French at chef, the end Pierre Gagnaire, is the hotel's
was built as an
of the 20’s and flagship the building attraction. alone Gagnaire shows owns and directs highly
the glamour successful of the past. restaurants It’s not just throughout a the world, including the
hotel… we sell legendary feeling and Pierre atmosphere Gagnaire in as Paris' Rue Balzac – consistently
well. In the 50’s awarded we had three a very Michelin famous jazz stars, the highly acclaimed Sketch
club in the house, in London where and musicians Pierre in like Hong Kong. Together, Gagnaire's
Ella Fitzgerald,
restaurants
Louis Armstrong
boast
and
12 Michelin
Duke
stars, and it is no surprise
Ellington played – which is of course where
that tables at the opulent Les Solistes by Pierre Gagnaire are
our name comes from.
among the most sought after in the Berlin restaurant scene.
Food and beverage are becoming more
important, and “The at Waldorf the Ellington Astoria this introduces a great and peerless
is particularly name the to case. Berlin, Please and tell it gives us me great pleasure to bring a
more. sophisticated and unique culinary experience to the people
The Duke restaurant of Berlin is famous and international not only for guests”, says Pierre Gagnaire
hotel guests but of the also restaurant for Berlin that residents. will continue his culinary credo of
Our chef, Florian "facing Glauert, tomorrow is well but known respectful in of yesterday".
Berlin for his “classic French cuisine with
a modern touch”. “It is a Last great year honour we scored for us to 14 have won a chef as distinguished
points in the Gault
and legendary
et Milau –
as
and
Pierre
hope
Gagnaire
to
for the Waldorf Astoria
get more this year!
Berlin”, affirms Friedrich W. Niemann, General Manager of
Berlin's newest luxury high rise hotel. “Pierre Gagnaire is
What about business meetings?
not just the ultimate synonym for excellence in the culinary Tina Brack
We have light, open spaces that are very
inviting for private arts, but meetings also, with in three a very Michelin stars, an asset Ellington for the Hotel Director
stylish and relaxed whole atmosphere. of Berlin. Waldorf For more Astoria and Pierre Gagnaire are
“secretive” meetings, associated there’s with a our luxury wine and elegance which does justice
safe. It’s a real to 30M the 2 prestigious safe that legacy was used of the legendary flagship on Park
in former times Avenue, by the Manhattan, state financial and also sets new standards”.
authorities. When Berlin was reunified, the
48
IN
HOSPITALITY / RESTAURANTS / BARS
CLUBS HOSPITALITY / EVENTS / RESTAURANTS / SHOPPING / CULTURE / BARS
CLUBS HOSPITALITY / EVENTS / RESTAURANTS / SHOPPING / CULTURE / BARS
CLUBS HOSPITALITY / EVENTS / RESTAURANTS / SHOPPING / CULTURE / BARS
CLUBS / EVENTS / SHOPPING / CULTURE
WWW.WHERETOGOINBERLIN.COM
WWW.WHERETOGOINBERLIN.COM
WWW.WHERETOGOINBERLIN.COM
WWW.WHERETOGOINBERLIN.COM
Your initiative to grow Berlin’s electronic
is the This prime year contact marks the point 50th for anniversary entrepreneurs of one of and the key
sector is working. What are the latest results
provides events unique that shaped services Berlin for investors. City. President It informs Kennedy
in terms of job creation and new companies
about visited financial the possibilities summer of (EU, 1963 state and funding) delivered his
moving 70-million to the city, DM or that local was start-ups? to be distributed
and famous accompanies speech the containing whole process. those The famous BLC four
More than among 900 those new jobs of the were former created eastern in the Berlin first
also words provides expressing individualised his allegiance information to about Berlin. IFA
half of as 2013 a welcome in the electronic/ICT gift was stored creative here. sector. We
Berlin International and its advantages asked Klaus both Wowereit, online and the in governing our
This tendency now store shows wines the in the significant safe and economic are able
showroom Mayor of and this finally illustrious gives city exclusive, how this customised event has been
factor to and host is reinforced intimate by secret the dinners fact that there with –
information
commemorated.
about real estate, commercial sites
approximately with no risk 5,400 of being companies interrupted! and 62,000
and the city’s technical, social and building
employees involved in the digital sector, Berlin
Many different events were held in Berlin this
regulation infrastructure. Berlin Partner also
can be
The
named
history
as the
of
leading
this hotel
location
oozes
for
from
digital
year to commemorate the historic speech given
every brick. Please tell us more.
assists with fiscal topics and negotiations with
industries in Germany. In 2012, 469 companies
by US President John F. Kennedy to hundreds of
The building was famous for the “Femina
governmental institutions.
were founded, which means a 44% increase. The
thousands of people on 26 June 1963. Two of the
Hall” – a 2,000 M 2 ballroom with a sliding
internet
roof
industry
– where
generates
up to 2,000
even more
people
revenue
highlights were the ceremony held at the original
could
How does Berlin Partner leverage the huge
than the dance building under sector. the stars. Earlier It this was year, destroyed Microsoft in
amount
site of
of
his
business
speech, Schöneberg
talent attracted
Town Hall,
to the
to mark
opened the its war, Center and in we Berlin have rebuilt Mitte. a The conference capital’s
city by this events 50th anniversary, like IFA? and the visit of the current
flourishing room start-up there. On scene the generated ground floor more in than the
Berlin American Partner President, supports Barack enterprises Obama, through a few days
€200m 1970’s in investments and 80’s, during the Jungle the first Club six was months very
several before business that. promotion packages. The
and investors famous, include and very Bill regular Gates. guests included
company helps to find suitable locations and
David Bowie, who lived just around the
human The resources. enthusiasm The Business of Berliners Location Center that time
What is corner. the cluster Barbara scheme, Streisand and was what another. is the As
connects
moved
entrepreneurs
President
with
Kennedy.
key contacts
His arrival
like
in
next phase I mentioned, of this plan? jazz clubs here have been
Berlin and the speech he made changed the
government authorities, banks, chambers,
The cluster famous scheme here over is the the implementation years, and this of
world in a number of ways. What remains of
associations and company networks and
the innovation
history can
strategy
truly be
defined
felt when
by
you
Berlin
visit the
this today?
and
financial aspects. The BLC also runs its own
hotel.
His message still resonates today with all those
Brandenburg in order to lead the capital towards
online jobs service at www.talent-in-berlin.
whose lives, safety, and freedom are threatened.
a successful future. The scheme is divided into five
The breakfast room here is very
com, with up-to-date job ads for experts and
In that sense, his speech is timeless and, even
clusters:
interesting
Health Industry,
as well…
ICT/Media and Creative
management. The Business Immigration Service
fifty years later, still very relevant in many places
Industries, Yes. It Mobility, was designed Energy by a Technologies team of architects and
is a collaboration of the relevant players from
around the world.
Photonics. from The Berlin next and step Italy. is to They create decided even more to
business and administration that answers all
efficiency include terms long of tables economic with benches. and technological At first,
visa-related questions for foreign companies,
development the idea through seemed the strange, fusion of but Berlin it Partner really
Melanie Bähr
How important is business tourism, such as
managers and highly-skilled specialists.
generated by IFA, to the economy of Berlin
and the works. TSB Innovation People like Agency. it, because they get
Managing Director of Berlin
and how is the tourism sector expanding
to talk to other guests and the breakfast
Partner
here?
Do you buffet offer is tax excellent. breaks It’s or very other convivial. economic
In 2011 our tourist industry registered more than
incentives?
20 million overnight stays, up from only 7 million
Berlin Partner as an economic development and
twenty years ago. We’ve asked ourselves what
marketing corporation offers a wide range of
makes Berlin so attractive internationally, and the
assistance. The Business Location Center (BLC)
For more information, see
answer is that it’s being embraced in its entirety
www.ellington-hotel.com
www.ifa-international.org 60IFA International • Friday 6 th September 2013 59
Klaus Wowereit
There are still a lot of new
things happening in our city.
because
For visitors
of its diversity.
to IFA, taking
As a result,
home
we
the
expect
right gift
our
can be
booming a major tourist task. industry But classic to continue French department to grow. At store
the same Galeries time, Lafayette, business among travellers the are best-known something names
that for every luxury city shopping welcomes, in Europe, which has is why all your we shopping are
working needs to draw covered. more Vincent and more Senecat, trade Director shows of
and congresses Galeries Lafayette to Berlin. Berlin, takes us on a tour.
If anyone Berlin can has a say highly what diverse it is that population makes and Berlin Galeries
so special, Lafayette you Berlin can. What offers a do wide you range think of it is? products
I think to it’s accommodate the unique combination this demand. of Our a cultural variety of
capital exclusive, and a congress international, venue, French of and economic youth brands
centre are and combined a creative with hub, extraordinary of old and events, new, fashion of
history shows, and the tastings, future. readings There are and still much a lot more. of new
things happening in our city. It is young people
and Please creative describe professionals; the diverse designers, brands artists, on offer.
and internet Galeries entrepreneurs Lafayette Berlin particular is more who than are just a
moving department to Berlin from store. all We over present the world. a wide They range
want of to products live and work from here, international and they enrich luxury our brands
city with to French their presence and young and their fashion energy. brands. We are
also famous for our men's, women's, beauty,
In a accessories, more general jewellery sense, and kids’ what areas. Our your men’s
biggest brands ambitions include Sandro, for Berlin? Tiger of What Sweden, are Costume the
crucial National, things and that Zadig will leave & Voltaire; a positive women’s legacy brands
of your include time Barbara in the Mayor’s Bui, Costume office? National, Karl
Berlin Lagerfeld, is on the Pascal right Millet, track, Paule but has Ka and not Vanessa yet
achieved Bruno; all of while its goals. Coach, I want Marc to Jacobs, keep working Lanvin and
to meet Valentino the great are challenges just some confronting of our renowned cities our
in particular accessories in this stores. era of globalization, so that
Berlin continues to be a metropolis with a human
face, Please even in tell boom us times. more about your Create Berlin
initiative.
Create Berlin is a platform created by Berlin
designers to connect the creative diversity of the
city’s design scene. Create Berlin brings together
energies and ideas and provides creative talents
with opportunities to realise their visions, and
to understand the importance of the creative
industries in Berlin’s economic development. As
an internationally active network, Create Berlin
Vincent Senecat
Director of Galeries Lafayette Berlin.
Burkhard Kieker, Chief Executive Officer of
visitBerlin tells IFA International about the
curates latest and manages projects various and developments design projects in one
Germany of the and world's abroad, most and has dynamic, over 70 exciting members and
representing individual the cities... diversity of Berlin’s creative
industries. One of the aims of Galeries Lafayette
is to In support 2014, this the industry German and capital the various will be design celebrating
branches. the 25th anniversary of the fall of the Berlin
Wall. So much has been achieved in that quarter
How of can a century. a non-EU Berlin visitor a city that’s save changing, money reinventing
Lafayette itself, and combining thanks to awareness tax-free of the
at Galeries
shopping? past, with looking ahead to the future. From this
For non-EU point of tourists, view, IFA shopping has always and been saving an integral money part
is easy of Berlin, at Galeries because Lafayette it was held Berlin. for the Initially, first time in
customers 1924, can and obtain can now a global look back refund on cheque a long history, at
the customer while still service presenting department the latest on the achievements 1st floor in
when technology paying for and their design. purchases. Then they have
to show Berlin their has purchases, become a receipt leading and international passport to trade
customs fair when and congress leaving the metropolis country or because at the final the city
point is of an departure ideal location when leaving for events, the EU, especially and get those
their dedicated global refund to trends cheque and stamped. creative This ideas. can For
be shown example, along Social with Media their passport Week, and event credit that
card reflects at a local Berlin’s global booming refund office start-up and scene, they will will be
receive held an from immediate 23 September refund on on, the marking credit card. the fact
Alternatively, that a new the internet refund company can be paid is founded in cash. in Berlin
every 20 hours. The open spaces and sophisticated
Please infrastructure describe some make of the the city culinary attractive delights to artists as
on offer well as at tech Galeries start-ups, Lafayette and empty Berlin. factory buildings
Our clients and unused can enjoy areas gastronomic are being specialities transformed as into
well as galleries purchase and baguettes exhibition and spaces. bottles A of wine combination for
their of daily well-established needs. The gourmet institutions food department and up and
includes coming an artists Epicerie, has made cheese Berlin counter, the epicentre meat of
counter, contemporary wine department, art, and bakery, soBerlin confectionery
Art Week, which
and takes deli food. place The from atmosphere 17 to 22 September, in our wine is an
department opportunity I would for especially art connoisseurs recommend: to get with to know
a glass the of art wine scene you in Berlin. can let the evening gently
fade away.
What do you recommend for visitors to IFA
who may not have much time to visit the city.
What should they do first?
www.ifa-international.org 36 IFA International • Monday 9 th September 2013 51
Burkhard Kieker
Chief Executive Officer
of visitBerlin
I recommend anyone who has been inspired by
IFA and wants to try out gadgets to discover
Berlin using an app. Numerous providers offer
mobile guided tours on topics such as street art
or the Berlin Wall, as well as virtual 3D tours.
If, on the other hand, you want to disconnect
in the truest sense of the word, you can let off
steam in Berlin’s open spaces. For example, on
the runways of the former Tempelhof airport
visitors can fly a kite or try out kite surfing. At
115 metres, the former US listening station on
the Teufelsberg is Berlin’s highest mountain, and
it's well worth climbing. There are guided tours
which provide an intriguing view of the history
of Berlin during the Cold War era, while at dusk
the area offers an amazing view of the whole
city from above.
Are you finding that more people are tending
to stay on after shows like IFA in order to visit
the city?
In my experience, yes. Visitors to events and
trade fairs take advantage of the opportunity
and often extend their stay by a couple of days.
The German capital has a lot to offer apart from
trade fairs, everything from cultural hotspots
to partying until dawn in one of the many
clubs. Every visitor can find their own unique
experience in Berlin.
How do you work to support Messe Berlin
and its IFA show?
Messe Berlin is a long established partner of
visitBerlin. We work together regularly and
closely, especially in the congress sector. For IFA
we mainly help with communications through
online and press work.
WHERE
TO GOIN
BERLIN
WWW.WHERETOGOINBERLIN.COM
Where Tourism Meets Business
While Berlin is a fantastic tourism city for individuals
it is also an extraordinary draw-card for business travellers
Jean-François Pieri & Gérard Lefebvre
Executive Director, Cleverdis
Managing Director, IFA International
WHERE
TO GOIN
BERLIN
WHERE
TO GO
BERLIN
WHERE
TO GOIN
BERLIN
WHERE
TO GOIN
BERLIN
Previous editions of Where to Go in Berlin
President & Founder, Cleverdis
Publisher, IFA International
Culinary legend in town for IFA Media Days
How To Get Ahead In The Capital Ich Bin Ein Berliner
Berlin's Ever-Changing Face
Create Berlin by Galeries Lafayette
Pierre Gagnaire, known as the 'Picasso“It’s of French not cuisine', just a hotel… we sell Berlin feeling”
Partner Managing Director Melanie Bähr reveals statistics behind Klaus Wowereit, the Berlin start-up the governing Mayor of Berlin, welcomes you to this wonderful
A New Tech Start-Up Founded Every 20 Hours
will be in Berlin from September 3 rd to September 6 th
phenomenon and explains how other enterprises can get a foothold in the capital
French Department store showcases the diversity of Berlin's creative industries
city and celebrates one of the key events that shaped its history
Ellington: A hotel… a meeting place…with a jazz theme based
on the glorious past of its walls
“business travellers are something that every city
welcomes, which is why we are working to draw more
and more trade shows and congresses to Berlin”
WHERE
TO GOIN
BERLIN
Our variety of exclusive,
international, French
and youth brands
are combined with
extraordinary events,
fashion shows, tastings,
readings and much more.
WHERE
TO GOIN
BERLIN
“Every visitor
can find their own
unique experience
in Berlin”
As strongly underlined in our
IFA International Weekend
edition (7 th & 8 th september)
by Klaus Wowereit, the governing
Mayor of Berlin, business travellers
are very popular customers in
cities, and Berlin puts on a big
spread to attract them.
It’s a veritable “collective
seduction” action made towards
major enterprises, since Messe
Berlin is going to provide its fairs
with a new futuristic hall from
April 2014: the Berlin CityCube.
The organisation Berlin Partner
meanwhile provides solid support
to companies who themselves want
to gain a foothold in the capital
(see interview with Melanie Bähr -
Managing Director of Berlin Partner
in our Friday 6 th Sept. edition).
VisitBerlin for its part works on
developing events dedicated to
trends and creative ideas (see
Burkhard Kieker's interview - CEO
of visitBerlin in our Tuesday 10 th
Sept. issue). Prestigious hotels
in the city also play a key role,
including the Ellington with its
Director Tina Brack who gave us
the pleasure of revealing the many
facets that make it not only a hotel,
but also an atmosphere, in our
preview edition (2 nd Sept.). In the
same spirit, the Waldorf Astoria is
giving us in that same preview all
its assets for a great stay, including
among others the exceptional
comfort of its rooms, a well-known
“(…)business
travellers are very
popular customers
in cities, and
Berlin puts on
a big spread to
attract them.”
brand spa (Guerlain), a legendary
bar (Lang Bar), and a restaurant
with a Michelin starred chef (Les
Solistes by Pierre Gagnaire). Last
but not least, Vincent Senecat,
Director of French Department
store Galeries Lafayette, revealed
in our Monday 9 th Sept. edition
how his store supports the “Create
Berlin” platform, created by Berlin
designers to connect the creative
diversity of the city's design scene,
making the store not only a place to
have your shopping needs covered,
but also an active partner in Berlin’s
cultural life.
If reading this at the show, you
will find all our previous editions in
stands at the main entrances, if not
all are on line on:
www.ifa-international.org
www.ifa-international.org IFA International • Wednesday 11 th September 2013
29

WHERE
TO GO
IN
BERLIN
Restaurants
Ampelmann
Restaurant
He leads tourists across the
streets of Berlin. He is very
friendly, dynamic and wears a
hat that gives him a particularly
dashing look. He was born in
October 1961 in GDR and is
one of the few objects that
survived the fall of the Berlin
Wall in 1989. He is called the
Ampelman, the creation of
traffic psychologist Karl Peglau
to help children to cross the
road safely. Today he’s a design
icon, a symbol of a unified
Berlin, and a merchandising
phenomenon. Berlin now has
five Ampelmann-themed shops
that sell some 600 Ampelmann
products – the first of which,
the Ampel Lamp, was designed
by Markus Heckhausen back in
1996 and made from the glass
of traffic lights.
A new addition to the city in
the Summer of 2007 was the
Ampelmann Restaurant that
overlooks a park that leads
down to the River Spree. Guests
can sit inside or outside on the
terrace next to the park and
enjoy Mediterranean-style food
in these charming surroundings.
And afterwards, take the
Ampelmann guided tour in the
Ampelmann bike-taxi and see
the sights of Berlin in stylish
comfort.
Bars
sky.bar,
Andel's hotel Berlin
The highlight of the Andel’s
Hotel in Berlin is the
Sky.bar on the 14th floor with
a breathtaking view over Berlin
and its city lights. You can enjoy
fruity cocktails, delicious drinks
and classic beverages with your
business partners after a long
day at IFA.
The special during IFA means
you get a free cocktail, if you
use your foursquare to check in
to the sky.bar with three people
at the same time. Order three
drinks and you just pay for two.
This special offer is available
until Thursday. The sky.bar
has a seating capacity for 73
people and can also be reserved
exclusively for private events.
ANDEL’S HOTEL BERLIN
SKY.BAR
S Landsberger Allee 106
10369 Berlin
Tel.: +49 30 453 053 2614
sky.bar@andelsberlin.com
Metro
S42, S41, S8, S9
Cultural
Entertainment
& Shopping
Collection Scharf-
Gerstenberg
The Collection Scharf-
Gerstenberg is exhibiting
works by artists ranging from
Piranesi, Goya and Redon
to Dalí, Magritte, Max Ernst
and Dubuffet. More than
250 paintings, sculptures and
sketches are being exhibited
on three floors under the title
Surreal Worlds. Surrealism is at
the centre of the collection and
most of the leading surealists
are represented.
COLLECTION SCHARF-
GERSTENBERG
Schlossstrasse 70
14059 Berlin
Tel: +49 30 266424242
The Exhibition is open
Tuesday to Sunday from
10.00am to 18.00pm.
Metro:
S-Bahn S41, S42, S46
U-Bahn U2; U7
Bus: M45, 309, 109
Museums
& Exhibitions
Museum Berggruen
The Museum Berggruen
is named after the late art
dealer and collector Heinz
Berggruen. With more than
120 works by Pablo Picasso,
the museum provides an
informative overview of his
career and development
as an artist. On display are
several key works, such as his
famous picture of the seated
harlequin from his Rose Period,
an impressive detail study for
Les Demoiselles d'Avignon,
as well as numerous portraits
of Dora Maar. The collection
also focuses on the work of
Paul Klee. Henri Matisse and
Alberto Giacometti are also
represented, particularly with
works from their later periods.
And in addition, the museum
presents selected works
by Georges Braque, Henri
Laurens, and Paul Cezanne.
The Museum is open from
Tuesday to Sunday,
from 10.00am to 18.00pm.
THE MUSEUM BERGGRUEN
Schloßstraße 1 14059 Berlin
Tel: +49 (0)30 266424242
(Mon - Fri 09.00 – 16.00)
service@smb.museum
Metro:
S-Bahn S41, S42, S46
U-Bahn U2, U7
Bus
M45, 309, 109
Museum Berggruen
Ampelmann Restaurant
Opening hours: Tue – Sat
6.30 pm to 11 pm
AMPELMANN
RESTAURANT
Stadtbahnbogen 159
10178 Berlin
Tel: +49 30 84710709
Metro
Hackerscher Markt S5, S7,
S75
sky.bar, Andel’s Hotel Berlin
Collection Scharf-Gerstenberg
Foto: Maximilian Meisse
30

HALL PLAN
SHUTTLES
Hall 3.2 - Stand 201
Hall 3.1- Stand 103
Hall 21 - Stand 104 / 104a

Hall 1.2 - Stand 121 Hall 1.2 - Stand 121
Hall 9 - Stand 305
Hall 8.1 - Stand 110
Hall 15.1 - Stand 231
Hall 1.2 - Stand 213
Hall 9 - Stand 101
Hall 1.2 - Stand 101/102 Hall 7.2C - Stand 101
Hall 7.1A - Stand 101
Hall 12 - Stand 109
HALL PLAN
Hall 17 - Stand 111
Hall 15.1 - Stand 215
Hall 13 - Stand 107
Hall 25 - Stand 165
Hall 25 - Stand 142
Hall 21 A - Stand 101
Hall 25 - Stand 131
Hall 25 - Stand 151
Hall 22 - Stand 101
Hall 8.2 - Stand 101
Hall 3.1 - Stand 102
Hall 22 - Stand 101
Hall 25 - Stand 131
Hall 21 - Stand 104/104a
Hall 3.2 - Stand 206
www.ifa-international.org

CREATE MORE
Hall 4.1 - Stand 205
Hall 1.1 - Stand 202 Hall 1.1 - Stand 201 Hall 4.1 - Stand 211
Passage 4.1/6.1 - Stand 101
Hall 8.1 - Stand 112
Hall 10.1 - Stand 118
Hall 3.1 - Stand 105
Passage 2.1/4.1 - Stand 101
Hall 8.1 - Stand 111
Hall 2.1 - Stand 201
Hall 6.1 - Stand 117
Hall 10.1 - Stand 101
Hall 1.1 - Stand 102
Hall 3.1 - Stand 104
Hall 3.1 - Stand 104
Hall 6.1 - Stand 109
Hall 8.1 - Stand 215
Hall 8.1 - Stand 214
Hall 25 - Stand 131
Hall 3.2 - Stand 102
Hall 25 - Stand 155
Hall 3.2 - Stand 109
Hall 25 - Stand 125
Hall 5.2 - Stand 101
Hall 6.2 - Stand 201
Hall 3.2 - Stand 201
Hall 3.1 - Stand 103
Hall 25 - Stand 133
Hall 3.2 - Stand 103
IFA International • 2013

BUYERS’ TOOLS
FREE AIRPORT SHUTTLE SERVICE
A free shuttle service exclusively
for trade visitors offers stress-free
transportation from Berlin Tegel
Airport directly to the IFA main South
Entrance
FAST LANE
Trade visitors can save time using the
Fast Lane entrance, red carpet style
HALL-TO-HALL SHUTTLE SERVICE
A free shuttle for trade visitors is
available on the exhibition grounds,
and departs every few minutes
IFA INTERNATIONAL KEYNOTES
You are invited to lectures of top
managers from consumer electronics
and home appliances on trends,
innovations and worldwide relevant
product developments.
ACCESS TO INDUSTRY EXPERT
EVENTS
A series of accompanying congress and
events offer a high-end lecture program,
with top managers and experts from
the consumer electronics industry
SPECIAL TRAVEL PACKAGES FOR
TRADE VISITORS
Together with our partners FP Travel
Service we offer special travel packages
to make your journey to the IFA as
enjoyable and inexpensive as possible.
ACCESS TO THE TRADE VISITOR
RECEPTION (2h prior to opening hours)
The International Trade Visitor Reception
is a business and service area
exclusively for IFA trade visitors
> Entrance South, Hall 1.1/2.1
BUSINESS BREAKFAST
Start off the day with coffee, tea and
fresh croissants. You are cordially
invited!
Prior to exhibition opening hours,
from 8-10 a.m.
INTERNATIONAL TRADE PRESS STAND
Explore national and international
magazines from the world of consumer
electronics and home appliances. All
issues are free of charge.
GUIDED IFA TOURS
Take part in daily tours focusing on
the latest topics at the IFA, organised
exclusively for trade visitors to the
show. Tours start at the International
Trade Visitor Reception
INFORMATION COUNTER
Our hostesses provide detailed help and
written information in ten languages to
ensure you are well prepared for the fair.
We speak English, French, Spanish, Polish,
Russian, Japanese, Chinese, Korean, Arabic
and Turkish
INTERNET LOUNGE
Our lounge area provides internet
access free of charge
IFA REPRESENTATIVE OFFICES
Our IFA Representative Offices offer
special travel arrangements, information
about flight and hotel fares – and
sometimes even special offers for group
tours – for international trade visitors.
TRADE VISITOR PACKAGE
This is where you will receive your
free trade visitor package with the
official IFA trade fair catalogue and
additional information to assist you
during your stay in Berlin
international
Official Daily News Source f or International Visitors at IFA
I FA
GET THE FULL PICTURE
EVERY DAY!!
I think [IFA International] is really good. The first thing
we always do when we get to the show is to pick it
up and read it…
We always bring them back with us. Because one of
the things we always do is to have a general debrief
for the business, and we use a lot of that in the
general debrief…”
Steve
Ager
Group Commercial
Director,
Dixons Retail