Day 5 - IFA International

cleverdis

IFA: The Ultimate Trading Center

Done DeAls AnD DeAls To be Done!

IFA 2009 RepoRTs bRIsk bUsIness

Tuesday 8 th

September

2009

Hall 5.2

Stand 101

DAY 5

Werner Winkelmann, President Euronics International

As IFA 2009 enters its last

two days of trading, a large

part of the major deals that

are signed every year have

been concluded. Some

agreements reportedly

amount to hundreds of

millions of Euros and the

total is expected to reach

around 3-billion Euros.

For the major players in

trade, as underlined by

Werner Winkelmann,

President of Euronics

International (left), IFA is

the “unavoidable” meeting

place for the development

of their business. In this

issue of IFA International,

we take a close-up look

One of the great strengths of

IFA is its strategy to deal with

the full gamut of Consumer

Lifestyle products rather than

just focussing on one subgroup

of products. In this

sense, major components

of the market such as the

digital still camera segment

or mobile devices formerly

only present in “vertical

market” shows are finding

their place at IFA as they

converge in the Consumer

Lifestyle Ecosystem. In this

issue, we spotlight digital

still cameras. See page 12.

"…there are two

major trends in

Western Europe:

cocooning and

wellbeing…"

at how business is really

going at IFA, with exclusive

interviews with top trade

representatives at the show,

clearing the waters and

tracking the trends at the

show. Euronics for their

part underline that there

are two major trends in

Western Europe: cocooning

and wellbeing.

See trade news feature

from Page 30

Cameras – Part of the

Lifestyle Equation

Hall 4.2

ConTenTs

04 > NEWS

07 > KEyNotE rEviEWS

08 > EXCLUSivE iNtErviEWS

12 > SPECiAL FEAtUrE: CAmErAS

& oPtiCAL dEviCES

19 > ProdUCt trENdS

21 > CAFé CorNEr

29 > GrEEN PAGE

30 > trAdE NEWS

37 > WHErE to Go iN BErLiN

keYnoTe

ReVIeW

eXClUsIVe

InTeRVIeW

Ferdinand kayser

President & CEO

SES Astra

“Today, satellite provides more than

a quarter of all TV households with

their digital TV signals…”

See page 7

laurent Abadie

Chairman & CEO

Panasonic Europe

“Our sales results during the summer,

showed growth compared to last

year, which is a good sign…"

See page 8

DREAM WITH

YOUR EYES OPEN

EXCLUSIVE PREVIEW OF THE MOVIE AVATAR

HALL 5.2

ONLY IN CINEMAS DECEMBER

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

www.ifa-international.org

PAN_Avatar_230x60_IFA_Int_Cover_39L.indd 1

21.08.2009 13:39:43 Uhr


news

eK/servicegroup presents electroplus at iFa

EK/servicegroup are

presenting for the first time

at IFA the “Electroplus”

brand store and the

specialist group HAUSHALT

& TECHNIK. The trade

organisation began the

overhaul of its trade fair

events two years ago and, in

addition to staging its own

trade shows in Bielefeld,

its portfolio now includes

outside events too. “As a

result, in all our areas of

business, we now have

even better opportunities

for presenting our range of

services on major industry

platforms”, explained Lutz

Burneleit, Director Comfort

Division, EK/servicegroup.

ElectronicPartner, the

Bielefeld-based group, is

again represented with

its own stand at IFA. As

Burneleit explained: “The

extremely positive feedback

from dealers and the media

in response to the debut by

EK/servicegroup at Home

Appliances@IFA 2008

encouraged us to participate

again this year.” The group

is featuring its tried and

tested services such as the

electroplus brand store

and the specialist group

HAUSHALT & TECHNIK in

Hall 3.1. “For our customers

these concepts represent a

good selection of products

as well as an outstanding

range of services”, explained

Eike Hartmann, Sales

Manager Home Appliances.

“We are therefore confident

that we can convince non-

EK dealers of the strength

of our capabilities”, the sales

manager added.

Contact: Daniel Kullmann,

tel: +49/(0)521/2092234

daniel.kullmann@

ek-servicegroup.de

Hall 3.1 / Stand 101

living can be easy… and liFe smarter!

FraunhoFer researchers present trailblazing projects “For better living” at iFa

Researchers from the

Fraunhofer Institutes are

at TecWatch, the IFA

platform for technology

and innovation, to present

ways in which they plan

to make our lives easier.

The areas that they are

dealing with consist of Easy

Living, Personal Home,

Innovative Audio, Smart

Interfaces and the Internet

of Services, and these all

feature in the THESEUS

research programme, which

is supported by the Federal

Ministry of Economics and

Technology. Everything

is focused on personal

requirements, addressing

developments such as

ultra-flat loudspeakers and

multimedia players, the

seamless transition between

the web, TV and mobile

telephones, the contactless

operation of appliances

and a mobile car-sharing

agency. Information is

becoming easier to find and

manage. Four Fraunhofer

institutes are presenting

trailblazing research projects

in Hall 5.3 at TecWatch

2009. The technology

goes almost unnoticed by

us but is nevertheless an

indispensable part of our

everyday lives. The display

features the Fraunhofer

Institutes for Open

Communication Systems

FOKUS, the “Heinrich

Hertz Institute HHI” for

Telecommunications

Technology, for Digital

Media Technology IDMT and

for Integrated Circuits IIS.

Hall 5.3

saeco identity remains strong

aFter philips acquisition

Following the recent

acquisition of the Italian

coffee legend Saeco,

some industry pundits

have been wondering

whether the brand will

disappear. It appears

however at this point,

following our discussions

with representatives of both

sides, that the brand will

continue to grow on its own,

while at the same time the

competence of Saeco will

be added to that of Philips

in the future production

of coffee machines for the

Dutch giant. In past years,

the Philips Senseo machine

has created its own category

within the hot drinks

sector. This year, Philips for

the first time is adding a

new “angular” version to

the Senseo line-up. What

was missing for Philips

however was the capacity

to create and market topline

espresso machines, and

this has now been resolved

thanks to the Saeco deal.

Saeco is in fact the European

leader in espresso machines

for the home. Philips claim

this move will strengthen

its position in the espresso

machine market and lead

the brand to become a

global leader in the coffee

category as a whole.

“Since drinking a highquality

cup of coffee is a

daily essential for many

consumers, we want to

make it easy for everyone

to enjoy the coffee of their

choice at home,” says Andrea

Ragnetti, CEO of Philips

Consumer Lifestyle. “Thanks

to Saeco’s expertise, we can

now provide this experience

to even the most discerning

espresso aficionados.”

Federico De Angelis, CEO of

Saeco, is excited about what

the future holds for Saeco at

Philips. “By joining forces,

our two companies can

substantially strengthen our

espresso machines business

- Saeco could not have

found a better new home!”

(see more on “the new

coffee culture” in our special

section - page 21)

Hall 4.1 / Stand 206

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


news

canon iF design winners at iFa

Canon are celebrating at IFA,

having taken the Gold award

at the International Forum

Design (iF) communication

design awards 2009 in

Germany, in recognition of

their continued success in

technology design.

The company received the

Gold iF award in the Product

Interfaces category for its

Digital IXUS 110 IS digital

camera. Canon also received

an award in the Packaging

Sales Packaging category for

the Canon PowerShot E1, a

digital compact camera.

Each year, the iF Awards

jury, made up of top-class

designers and industry

leaders, selects the best in

international design amongst

2,500 entries from more

than 30 countries across

six award categories. The iF

Awards have been organised

by the International Forum

Design since 1953 and are

now recognised as one of

the most prestigious design

awards in the industry.

The Canon Digital IXUS 110 IS

was particularly commended

for the sophisticated design

of its interface, which

enables fast and easy

operation of the camera.

The newly developed user

interface rotates smoothly

on the screen allowing

swift actions and no missed

shutter opportunities. Of

particular note is the ability

to select favourites and

select pictures simply by

shaking the camera.

The Canon PowerShot E1

was commended for the

simplicity of the packaging

design as well as the

significantly reduced level of

materials used, reducing the

impact on the environment.

Masaaki Sakai, Senior

General Manager of the

Design Centre, Canon

Inc., commented, “We are

extremely pleased that

the Digital IXUS 110 IS has

been awarded the iF Gold

Award. The first Digital IXUS

was released in 2000 and

has seen many technology

upgrades since. Canon has

focused heavily on user

interface design to improve

ease-of-use and experience

quality.

For the Digital IXUS 110

IS specifically, we have

improved the wheel

operation to give smoother

access to settings and the

image library. In receiving

this award Canon is further

encouraged to design more

easy-to-use, high-quality

and innovative interface

experiences.”

Outdoor space, 2200

samsung, canon and tomtom

scoop digital liFestyle awards

Based on public vote, the

Digital Lifestyle Award,

announced at IFA, is

reported to be the “largest

online product selection

process in Europe”.

With over one million votes

delivered, the participants

selected the best digital

lifestyle products and

suppliers. A total of 51

products were nominated

in eight categories. The

winners in the individual

categories included:

best television Samsung

UE40B8090, best digital

camera - Canon EOS 1000D,

best mobile application

TomTom Navigator. A

special prize, the “IFA-Hit”,

as chosen by CHIP online

editorial staff, was awarded

to the Fujifilm FinePix Real

3D W1.

“The Digital Lifestyle Award

is an acknowledgment

that brands are of decisive

importance in the world of

consumer electronics. By

setting the standards for

innovation and quality they

are the main key to success

for customers”, said Mathias

Plica, Chief Executive of

CHIP Xonio Online GmbH.

Erratum:

The Sisvel article in the Day 1 edition mistakenly

referenced the Sisvel Hall and Booth placement as Hall

5.2/Stand 101. It should have read Hall 2.2/Stand 114.

IFA International •Tuesday, 8 th September 2009

www.ifa-international.org 5


at w w w.ifa-international.org

KEYnOTE REVIEw

HDTV READY

FOR LIFT-OFF

SES ASTRA'S KAYSER SAYS

DTH SATELLITE pROVIDES

bEST HDTV pLATFORm

By Marc Dezzani

Download Podcast

Download Video

at w w w.ifa-international.org

Ferdinand Kayser,

President and CEO SES

Astra, said in his keynote

speech yesterday that DTH

(direct to home) satellite

would be the catalyst

for the imminent HDTV

explosion, and that SES

Astra would be at the

forefront of this broadcast

revolution.

He noted that the launch of

the first DTH satellite, Astra

1A, 25 years ago began a

radical transformation of

Europe's broadcast industry.

"Politicians, the press and

some of the public were in

uproar," he said. "They were

afraid that the abundance of

channels would auger the

cultural and political decline

of the West. They painted an

apocalyptic picture. But as

we know, there has been no

disaster, no decline and no

apoc alypse…"

Today, Astra has 15

satellites in orbit with 318

transponders, each one

able to carry 10 digital

channels. There are now

2,500 TV channels reaching

300 million homes across

the continent. Moreover,

SES Astra's global activities

generate annual revenues of

€100bn, with TV by far the

biggest contributor, Kayser

said.

He added: "We are the leader

in DTH satellite broadcasting

and we are investing €400m

in our satellite fleet this year.

HDTV and 3D promises to

breathe new life into the

broadcast industry and we

have the most powerful

infrastructure to effectively

deliver HDTV broadcasts."

Kayser belives that the

launch of HDTV broadcasts is

as big an industry milestone

as the introduction of colour

television in the Seventies

and digital TV in the Nineties.

"We are on the tipping point

for HDTV," he added. "In

fact, it is set to explode.

It will take over the TV

landscape. It is one of the

most exciting and important

innovations that SES Astra

has seen. HDTV is already

established in the US and

is now spreading rapidly

in Europe. The demand

for HD services is growing

exponentially."

Kayser reported that there

are 100 million HD-Ready

TV sets in Europe, 17 million

of them in Germany. "SES

Astra is already carrying 80

HDTV channels and this will

reach over 100 in 2010," he

said. Following a successful

trial at the World Athletics

Championships in Berlin

this August, the German

public broadcasters ARD and

ZDF are set to launch fullservice

HD channels at the

beginning of 2010, with the

major German commercial

networks following suit later

in the year.

The need for the TV industry

to revitalise its offer is pivotal

if it wishes to compete with

the internet, especially for

the attention of the younger

generation. "Young people

are using the internet more

and more and, while they

have not completely turned

away from TV, they are

using it in parallel [with other

entertainment platforms]."

HDTV, he added, makes

television a more attractive

proposition for this

demographic.

SES Astra has taken a

technology-neutral approach

in terms of development

and implementation,

working with broadcasters,

receiver manufacturers

and competing delivery

platforms, such as cable

and IPTV (internet protocol

TV). "Unlike other satellite

platforms, that have taken

a vertical integration

SES Astra's Ferdinand Kayser: "The imminent launch of full-service HDTV will ensure that television remains king"

approach, we are taking

a horizontal integration

approach," Kayser said.

"This neutral strategy means

that we will not become

involved in any competing

activities with our partners,

who are the broadcasters,

manufacturers, retailers and

installers. Our core business

is selling TV broadcast

capacity."

In co-operation with the

industry, SES Astra has

also developed the HD+

technology, which offers

broadcasters and contentproviders

encryption while

maintaining a free-toair

offering. This involves

embedding a smart card in

the new HD+ receivers.

"HD+ is a way of maintaining

openness while at the same

time implementing a high

level of security," Kayser said.

He added that early adopters

who already own a non-HD+

set top box (STB) or HDTVembedded

tuner will be

able to receive the new HD+

encrypted signals through an

easy-to-connect CI+ module.

"DTH satellite will remain the

most important infrastructure

for distribution, thanks to its

ability to deliver hundreds

of TV channels through its

large bandwidth, its broad

geographical reach and its

proven technical reliability,"

Kayser concluded. "The

imminent launch of fullservice

HDTV will ensure that

television remains king."

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 7


ExclusivE intErviEw

A JApAnEsE

GiAnt ADDs

tHE FrEncH

tOucH

MEEt lAurEnt AbADiE -

tHE First nOn-JApAnEsE

cHAirMAn AnD cEO OF

pAnAsOnic EurOpE

By Richard Barnes

Traditionally very “strongly” Japanese, Panasonic, one

of the main players in the Consumer Electronics field

today, made a very bold move by appointing their

first non-Japanese European “boss” earlier this year

– Frenchman Laurent Abadie – largely responsible for

the company’s success in camera and TV sales on the

continent. IFA International met with Mr Abadie to

discuss his new position.

Laurent Abadie, Chairman and CEO of Panasonic Europe

You are the first non-

Japanese Chairman and

CEO of Panasonic Europe in

the group’s entire history.

It has now been a couple

of months since you took

up the position… how has

it gone so far, how does

it feel to head-up such a

large company?

It’s interesting, because it

has come at a time when

Panasonic is really focusing

on overseas business. It’s a

priority to develop our image

outside Japan and my role is

really to change the corporate

culture and also to bring

together what the market

needs and what we are

developing for the future. This

is very obvious when we are in

upper management meetings

in Japan, there is an openness

to new ideas and there are big

expectations for me to really

make a difference…

Is there a lot of pressure?

No it’s all extremely positive.

I have now been working

in a Japanese electronics

environment for 28 or 29 years

and I understand the job, the

culture and the consumers.

But most of all, I relish the

prospect of breaking-down

barriers and doing a good job

for the company.

What are the new

directions that you would

like to see adopted within

Panasonic Europe?

I’d like to see Panasonic

becoming a company that is

prepared to take the lead in

terms of innovation. Panasonic

has in the past been seen as a

rather conservative company.

And although this is not

necessarily a negative trait, it

has been a reality. But now it’s

time to change

But that conservative

culture was intentional,

wasn’t it?

Yes, but I would like to see

more innovation and more

risk-taking in order to get

ahead of the competition.

So we are looking at every

area of the company in order

to really accelerate progress

towards being a very up-todate

company.

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


ExclusivE intErviEw

Panasonic’s results have

been relatively healthy

this year. Has the current

economic uncertainty

affected the way that you

operate the business at

Panasonic Europe? Has it

changed in any way?

The company is profitable

in terms of operating costs

because we reduced our fixed

costs very effectively. However

we are also intending to

change certain directions

within the company. In Europe,

we have sixteen factories,

three R&D centres and one

design centre and there is no

plan to close any factories or

research facilities. Europe is

going quite well overall, and

we are growing in terms of

market share everywhere, by

product category but also by

country, and we feel a kind

of recovery. By that I mean

that our sales results, during

the summer, showed growth

compared to last year, which is

a good sign.

Of course we know that

Panasonic is focused at the

moment on 3D technology.

Why is Panasonic so

optimistic about this

development, and how will

you go about marketing

this to the consumers?

We feel that it’s a new

revolution, after black and

white TV, colour TV, HD, flatscreen

TVs, the 3D Full-HD

TV is really a logical next step,

because you can be inside

the action when you watch

a movie or a sporting event.

It’s honestly a really amazing

experience.

Our strength is that we are

probably the only one to control

the whole 3D supply chain.

It goes all the way from the

Hollywood studios, because

we have an R&D centre over

there, called the Panasonic

Hollywood Laboratory. The

centre is currently actively

developing technologies with

various Hollywood studios.

We are producing broadcast

3D cameras with dual lenses

to make films, and we will

introduce 3D Blu-ray and 3D

TVs soon, so we have the

whole supply chain up and

running, all the way from the

studios to the living room.

The key issue with 3D, of

course, is the hardware, but

experiencing it is also very

important. Then of course the

fact that all the Hollywood

studios are now producing

movies in 3D will also serve to

drive demand.

And Panasonic is working

very closely with James

Cameron…

Yes, this is for the film Avatar,

a 3D project, which will be

released in December. The

games industry is also planning

most of the next generation

of games in 3D, which is very

important, and the step after

that will be to broadcast in 3D.

So the first 3D TV is for

2010… Will that be in the

US and Europe?

Yes, I think that’s a reasonable

estimate. For movies from

Hollywood, it’s already

happening, but for broadcasts,

it will take maybe two or three

years more.

What is the future in terms

of sustainable products and

manufacturing practices

for Panasonic?

Well, our mid-term strategy

is really to focus on energysaving

and storage products,

because we feel that the

planet is moving from an oildriven

economy to a more

sustainable one, and therefore

we will focus on energy

storage, because we will all

need to store energy at home

and in the car, and we will

all also need to get involved

in energy management. This

is really a clear direction for

growth. We are demonstrating

fuel cell technology here in the

booth at IFA, and it will come

to Europe. Of course it will take

some time, because we need

to make various agreements

with utility companies.

What about developing

solar panels as well?

This issue is very important,

that’s why we are ramping up

our ongoing projects in this

area.

Could you give us a general

comment about IFA this

year? What would you say

is the most exciting thing

that Panasonic has at IFA

this year?

3D Full HD is one of the main

things for the company, and

I would also say that the

Lumix camera which we are

introducing which comes

with compact interchangeable

lenses is very important. It has

the same quality as a full size

SLR but in a very compact

form. For the moment we

have the pancake and two

other wide lenses, and in total

we have six different lenses. It

is a really great product, and

our market share is growing

very fast in Europe with Lumix.

In France we are number one

with 27% of the market and

in Germany, we have a 20%

share.

Finally, how important is IFA

for Panasonic as an event in

terms of announcing new

products to the world?

It is an extremely important

show especially in terms of

reaching out to consumers

and resellers in the European

market.

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 9


EXCLUSIVE INTERVIEW

DESIGN STRATEGIES – SHAPING THE

FUTURE OF BUSINESS

GERmAN DESIGN LEGEND HARTmUT ESSLINGER ON

RELAUNCHING THE TELEFUNkEN BRAND

Throughout a long and successful career, Hartmut Esslinger has had a profound effect on leading brands like Sony, Apple and HP. He

founded frog design, Inc. in 1969 when he was just 25-years-old and quickly turned the company into one of the world’s leading strategic

design firms. He also pioneered the use of design as a means of humanising technology. His contribution to Apple’s Snow White design

resulted in the ground-breaking Apple II computer series which earned Time magazine’s Design of the Year award in 1984. His successes over

the years are too numerous to mention, but suffice to say, he was instrumental in the design of Sony’s Trinitron television, Lufthansa’s brand

and fleet image, Disney’s cruise lines and Louis Vuitton’s brand aesthetic. In 2001, frog took part in the development of a more powerful and

flexible Microsoft Media Player system. They also updated the brand’s image with a redesigned Windows logo. We had the chance to meet

with Professor Essinger and to speak about his involvement in the re-branding of the Telefunken brand, as well as asking about his current

impressions of the CE market …

…Who is really innovating

today in electronics?

What excites you the

most?

The most advanced thing

today is convergence.

Converging things rather

than inventing them. The

iPhone is an example. Apple

focuses on the software and

experience side, and for the

hardware they try to get

the best people together.

Then it’s a matter of what

people are doing with it.

It’s a completely different

paradigm.

Is it more important to

think what people might

need than to ask what

they think they need?

Yes. Henry Ford once said,

“If I had asked people, they

would have told me to create

faster horses.” However, you

should listen to complaints.

It’s a pragmatic optimism

that drives this industry. You

cannot find out by testing

to find out what people

like… that’s a myth. People

have many different talents,

and product innovation and

business strategies are very

challenging jobs. Not many

people can do those things.

What have you seen that

you like at IFA?

I think Samsung is edgy,

healthy and aggressive. I like

wireless technology, which is

getting more fun, especially

for young people. And I think

the big battle today is how to

converge digital technology

such as computers with

traditional entertainment

like TV. The TV industry

needs to understand the

next generation, which will

embrace cloud computing as

“cloud entertainment”. We

are only at the beginning,

but progress will be faster

than we think. I believe

there are two motivations

for the future of the TV

industry. People want to

watch images, that’s a huge

sensual impact, but now they

want it to be interactive. TV

will become truly interactive

in the future.

What exactly are you

doing to revive the

Telefunken brand?

I can’t really tell you. What

I can say is that we are

developing a prototype,

which is a user interface for

the iPhone, allowing you to

use the iPhone as a remote

control for your TV and for

home automation. First it will

work as a universal remote,

which will work with a little

box that will function with

any product. In general,

we are working with

partners on the Telefunken

brand, we want to achieve

a semantic symbolism.

We want to underline

Germany’s global relevance,

showing technology, but

in a cultivated way, not

making it brutal. We’re

working with designers in

China where they have a

strong and cohesive craft

culture. The whole industry

is migrating there. Even the

iPhone is made in Shenzen.

Telefunken has a wish to be

a different kind of company,

to make only what is needed,

do it really well, and be liked

for it. The good news is

that the Telefunken brand is

still alive after having been

shuffled all over the place

like in a Monopoly game.

Tell us about the come

back of Telefunken…

This year, in it’s first

year, the company made

about 400-million Euros

in revenues, but mainly

in countries like Italy and

Russia. In the next couple of

years, you’ll be seeing some

much more innovative and

exciting designs happening.

Hall 8.2 / Stand 102

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 11


SPECIAL FEATURE: CAMERAS & OPTICAL DEVICES

CAnOn’S EOS 7D

GOInG BACk TO ThE DRAwInG

BOARD TO DESIGn A nEw

PhOTOGRAPhIC ExPERIEnCE

Canon has unveiled the

EOS 7D digital SLR camera

– a completely new design

to meet the specific

demands of photographers.

Incorporating a new 18MP

APS-C CMOS Sensor,

developed by Canon, the

EOS 7D also features: Dual

“Digic 4” processors to

offer fast, high-quality

performance in all light

conditions, an ISO range

expandable to 12,800

and continuous shooting

at 8 frames per second

– without the need for

additional accessories.

Impressive technologies

are matched by excellent

build-quality designed with

the photographer in mind

– to create a whole new

photographic experience.

During extensive development

Canon say they went back

to the drawing board,

listening to photographers

worldwide in order to

design the EOS 7D to

meet their specific needs.

Commenting on the

creation of the EOS 7D, Mr

Uchidoi, Group Executive

of Photo Products Group,

Canon Inc. Japan said,

“We consulted over 5,000

photographers worldwide

and asked them what they

most wanted to see from

a camera. Matching this

insight with cutting-edge

technology, we were able

to develop a camera that

truly gives photographers

the versatile tool they

require to experiment with

their images.”

The EOS 7D also

incorporates a new

metering system.

The Focus Colour

Luminance metering

system (iFCL) intelligently

measures focus, colour and

luminance, across 63 zones.

Complementing the 19 AF

points, the dual layer sensor

is able to gather information

from each distinct zone to

obtain a more accurate and

consistent exposure.

The camera features a new

3-inch Clear View II LCD

screen with a solid structure

screen, designed to combat

glare by removing the airgap

between the LCD’s

protective cover and the

liquid crystal. This new

screen has a viewing angle of

160 degrees and is

effective even in bright

light. As with the EOS 5D

Mark II, an ambient light

sensor on the side of the

screen can set brightness

automatically depending on

the environment.

The camera is compatible

with a wide range of

accessories so it can easily

be integrated with a

photographer’s workflow.

The Wireless File Transmitter

(WFT-E5) allows extensive

camera control via a web

browser – allowing

photographers to control

the camera using a webenabled

mobile device.

The EOS 7D is compatible

with all EF and EF-S lenses as

well as Canon EX Speedlites.

The Canon EOS 7D can also

be used with Battery BG-E7,

and remote controllers and

switches such as the remote

Controller RC-1/RC-5.

Outdoor Exhibition Space / 2200

nEw hIGh FOR MID-RAnGE CAMERAS

PAnASOnIC LUMIx DMC-GF1 PUShES ThE EnVELOPE

and shutter speed preview

through the live view.

red, sleek silver, and clean

white.

Panasonic has just launched

the Lumix DMC-GF1, the

latest addition to the Lumix

Micro System series of

interchangeable lens system

cameras based on the

Micro Four Thirds system

standard.

“The new camera is the

world’s smallest and lightest

system camera, it has

built-in flash and features

a compact flat body for

operating and shooting

ease,” Sven Dabelstein,

Senior Manager, Product

Marketing DSC/Camcorder/

GA – Consumer Group,

Panasonic Marketing Europe,

said.

“It also effectively optimizes

the advantages of a

system camera to assure

outstanding image quality.

The new camera is capable

of recording vivid still

shots and smooth motion

pictures. It also features

the advanced AVCHD

Lite movie for recording

extended HD movies,

networking with other AV

devices and recording in

the Motion JPEG format for

greater compatibility with

PCs.” The DMC-GF1 comes

with unique functions

that include exposure

meter, aperture preview

“A number of accessories,

including the Live View

Finder that provides fulltime

live view, makes

photography a lot more

fun, while expanding the

user's artistic capabilities,”

Dabelstein said.

The camera comes in four

colours: true black, active

Experienced photographers

will find the GF1 an ideal

everyday camera, while

those new to system

cameras will see that it

gives them the potential

to explore realms of

photography far beyond the

limits of compact cameras.

Hall 5.2 / Stand 101

12 www.ifa-international.org IFA International • Tuesday, 8 th September 2009


SPECIAL FEATURE: CAmERAS & oPTICAL dEvICES

ICoNIC BRANd LAUNCHES NEW CAmERAS

PHoToGRAPHY ENTHUSIASTS GET UP To 32GB

SToRAGE oN ZI8

Photographic company

Kodak has just launched

two new cameras. Leading

the new introductions is

the Easyshare Z950 Digital

Camera, offering a 10x

image stabilized Schneider-

Kreuznach optical zoom

lens. The lens provides

maximum versatility for

avid photographers to

easily handle both distant

and close-up shots. It

also incorporates Kodak’s

innovative Smart Capture

feature, which automatically

adjusts focus, flash, and

exposure for a great picture

in virtually any setting.

“The Z950 Digital Camera

enables consumers to

effortlessly get brilliant shot

after brilliant shot,” said Phil

Scott, Worldwide Director

of Marketing, Digital

Capture and Devices and

Vice President, Consumer

Digital Group. “You can

capture great pictures as

you move from daytime to

night and from family shots

to landscapes. And the Z950

delivers all this in a compact

form that makes it easy to

take anywhere.”

Kodak’s new Zi8 Pocket

Video Camera is designed

to meet the needs of

amateur video enthusiasts

at the touch of a button,

and there is no lens cap, no

dials to turn or settings to

adjust. The new camera’s

range of advanced features

includes, Full HD 1080p

video capture wherever you

go, built-in electronic image

stabilization for sharper

videos and reduced blurring;

Vivid 2.5” colour LCD;

Flexible swing-out USB arm

for fast uploading, sharing,

and charging; 5 MP 16:9

widescreen HD still pictures;

Easy upload to Facebook

and YouTube; “The new

camcorder is compatible

with both PC and Mac

operating systems,” Scott

said. “Plus you can record up

to 10 hours of HD video with

the expandable SD/SDHC

card slot that can hold up

to 32 GB and capture family

and friends in their best light

with the smart face tracking

technology, or record from

a distance and playback on

your TV conveniently with

the optional Pocket Video

remote control.”

Hall 9 / Stand 101

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THE RETURN OF A LEGEND

In 1959, Olympus changed the face of photography by pursuing

one simple idea: create a camera as easy to use and carry as a pen.

Designed by renowned style guru Yoshihisa Maitani, the Olympus

PEN triggered a camera boom through the end of the 1970s.

Today the legend comes alive again with the release of the E-P1.

Incredibly small in size, retro style, and ease of use are a nod to the

PEN’s past but the D-SLR quality and a host of new features brings

it to the future. Now everyone can have the best of both worlds:

high-end design and D-SLR performance.

The E-P1 is available now for purchase.

Hall 17, Stand 106

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 13


SPECIAL FEATURE: CAMERAS & OPTICAL DEVICES

IT’S A HybRID!

SAMSUng LAUnCHES nEw CAMERA CATEgORy AT IFA

Exclusive Interview - Young Bae Kim, Director Strategic Marketing Team DSLR Planning Group Samsung Electronics

There’s a new niche developing in the digital still camera market: something between

a “bridge” and a Digital Single Lens Reflex camera… in other words a kind

of up-market bridge camera with interchangeable lenses… Samsung

are releasing just such a hybrid, which will be known as the NX

range. We met with Young Bae Kim, the Director of

the Strategic Marketing Team for Samsung’s DSLR

Planning Group (Samsung spun off its digital

camera business in 2008). We asked Mr Kim to

tell us more about the direction being taken

by Samsung in this market today.

We will continue to strive

to develop a fundamental

technical advantage in our

cameras, but at the same

time we are continuously

developing technologies

that cater better to the

needs of the marketplace.

In particular in terms of both

video and still image quality

and device convergence,

we’re working together with

the camcorder department.

So the basic direction of

our business is that we

will continue to analyse

and identify the needs of

consumers and by doing

so we will be able to offer

better products that are

more convenient, easier

to use and with better

functionality.

You offer a full range of

cameras from compacts

all the way up to SLRs.

Where is the focus today?

Currently our main focus

is on compact cameras,

although in the future we

will continue to work on the

development of the

SLR because if you

look at the needs of

the marketplace it is

increasingly evident

that consumers want

the convenience of

compact cameras

with the undeniable

benefits of an SLR.

It is of course true

that the SLR is at the

apex of the camera

business these days,

but I am also sure that

the need for other products

will continue to evolve and

develop.

The evidence we are seeing

of that trend is that SLR

cameras these days are

quite different to those of

the past, with new concepts

starting to emerge that

combine the ease of use of

compact cameras with the

advantages of an SLR. We

believe that this is where

camera evolution is going

and that the next generation

of cameras will be like that.

Indeed, our market research

and analysis confirm that

this is where the market is

heading and it is a direction

that we believe in. We

started putting all our

development efforts into

this direction about 3 years

ago in order to be ready to

meet these new challenges

and now, in 2009, we are

going to share our ideas

about the next generation

of cameras with the world.

We use the term “hybrid

camera” for this specific

product and I believe that

this next generation concept

really fits with the way the

market is going.

This does not

mean, however, that we

are only going to focus on

the development of new

concepts, we will continue

to listen to the emerging

and evolving needs of the

marketplace across the all

categories of camera.

Please tell us briefly what

the NX concept is…

First of all, in terms of the

market environment, on the

one side you have the SLR

and on the other side you

have compacts, so there are

only really two categories of

camera, but our most recent

market research identified

new needs amongst

consumers which is where

we saw the relevance of

the hybrid approach.

And while I don’t want

to go too deep into

the effects of the

economic downturn,

what I do want to

emphasize is the

fact that whatever

the underlying market

conditions, we have to

carry on working and

developing our

products, because we

believe that when current

SLR and compact camera

owners decide to buy a new

machine, both will at least

be considering the hybrid

category.

Hybrid will be a kind of

conduit between these two

distinct groups of users

because the hybrid satisfies

the unfulfilled needs of both

compact and SLR users.

From the point of view of

compact users, they want

better pixel count and better

quality images, and they

know that this quality is

what an SLR delivers. From

the perspective of an SLR

user, their cameras are too

heavy and difficult to handle

so they want a camera

that is more portable and

easier to use. This is why

we developed this new

category, because It’s clear

that there is a whole new

emerging market segment

out there made up of people

who want to step up from

compact cameras.

Hall 20 / Stand 101

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 15


SPECIAL FEATURE: CAmERAS & oPTICAL dEvICES

IT ALL STARTS FRom R&d

IFA InTERnATIonAL vISITS ThE PAnASonIC

PRojECToR R&d CEnTRE In oSAkA

By Richard Barnes

Panasonic Team welcomes Richard Barnes at the projector R&D centre in Osaka

Over the past year, the

projector business has

been seeing more downs

than ups - like many

other segments of the

CE Industry. However

it appears that a turnaround

is happening.

IFA International visited

Panasonic’s projector

R&D centre in Osaka, and

met with the company’s

senior management just

prior to the show, and

bring you the following

exclusive report.

The “Matsushita Experience”

At the famous Matsushita

Museum, we are greeted

by Senior Marketing Group

Coordinator, Masaru

Yokoyama, who explains

the essential nature of

Panasonic’s philosophy,

based on its founding

father, the late Konosuke

Matsushita, revered in Japan

as a stalwart of the industrial

revolution in that country.

Indeed, Matsushita could

be described as a great

“industrial philosopher”. The

museum tells the story of

Matsushita’s life. It gives one

a far better understanding

of the “customer based”

viewpoint of the company

that has grown over the

decades.

Projector R&D

After visiting the museum,

it’s just a short train ride

to Panasonic’s Osaka R&D

facility, where we are

offered a tour “behind the

scenes”. Top-level engineers

explain the numerous trials

through which machines are

passed, including extreme

temperature tests, dust tests

and vibration tests, and the

countless other calibration

and measuring devices

used to ensure the beamers

perform at an optimal level.

We are fortunate to be able

to meet with most of those

instrumental in creating

Panasonic’s projection

devices. It’s question time…

Kunihiko Miyagi, General

Manager, Projector

Products Development

Group

Mr Miyagy, the times

have of course been very

difficult of late. Tell us a

little bit about the market

situation for projection

devices at the moment.

We are not an exception,

the projector industry has

been suffering along with

the rest of the economy,

but since this April we are

actually seeing improvement

in the projector sales.

Now more specifically,

the consumer electronics

market… How is that

market evolving at the

moment as we head

towards the end of the

year?

Right now, the projector

division specialises in

installation, portable and

home theatre projectors,

and in terms of home theatre

projectors, with the US and

the European market, we

are actually doing fairly well.

Are there any subsegments

or geographical

areas that are particularly

strong still in Europe?

For Panasonic projectors,

the European market is our

number one market for

home theatre projectors,

and within Europe, especially

Germany and France are the

strongest regions.

How does Panasonic

differentiate itself

compared to other

projector manufacturers

in the consumer

electronics field?

For us, the differentiation

factor is definitely our

philosophy and our core

development philosophy

of “true image”, where we

would like to bring to homes

a closer experience to that

of movie theatres.

Tamotsu Akeyama -

Staff Engineer - Product

Development Group

One of the most

important aspects of

Panasonic’s projector

16 www.ifa-international.org IFA International • Tuesday, 8 th September 2009


SPECIAL FEATURE: CAmERAS & oPTICAL dEvICES

Richard Barnes with Matsuru Yokoyama

development, especially

in the home cinema

sector is of course the

fact that now you have

a very big presence in

Hollywood. Tell me a little

bit about what Panasonic

is doing in Hollywood,

and how this is helping

the advancement of your

projectors…

We aim for high picture

quality, for the picture to

be beautiful… That’s very

important to us, and what

we try to aim for in Panasonic

projectors is the director’s

intention - what has truly

been intended by the

directors themselves. When

we go to Hollywood, we

collaborate with the colour

directors and directors of

photography and tune the

images according to what

they originally intended

through their master print.

Rena L. Yotsu - Senior

Coordinator - Product

Planning Team

What are the main

trends for Home Cinema

projectors today?

The main trend ever since

the onset of home cinema

projectors is the increase

of contrast levels. Our

users want more and more

contrast, and a few years

ago with the 720P projectors

we achieved contrast

ratios of 4000-5000:1.

Nowadays, however, with

Full-HD projectors, we’re

seeing contrast levels over

10,000:1. For example, our

model from last year had a

contrast ratio of 60,000:1

and we’re seeing a lot of

increase in contrast levels

now.

What will be the trends

with this year’s product?

For our new projectors we

are definitely going to strive

for higher contrast and

better image, but where

we need to be careful when

we talk about high contrast

is that it’s all a balance

when it comes to picture

quality. You may have a

very high contrast level, but

the difficulty and also the

challenge with very high

contrast level is creating the

gradation within that big

dynamic range. So it’s not

just the contrast levels, you

need to look at the total

package to assess the level

of picture quality.

Panasonic Osaka showroom

Ryota Kagawa -

Manager - Europe and

CIS Sales Team

How does Panasonic

support the channel in

Europe? What is your

European channel policy

at the moment?

In the European market for

home theatre projectors, we

have the SDS (specialised

dealer system). We have

almost 350 such dealers.

To be SDS qualified,

dealers should be capable

of installing large screens,

and they should also have a

demo facility, a demo space

to present our projectors

with 1080 P signal sources,

and they should also have

a hotline service. A dealer

needs to fulfil those kinds of

conditions to be selected.

Panasonic also has a very

good training facility in

Europe…

Yes, every time we introduce

new products, we have

training seminars, technical

seminars, and also sales

seminars. We give that kind

of training every year to new

SDS dealers.

Hall 5.2 / Stand 101

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 17


PRODUCT TRENDS

KEEPING AN EYE ON THE TECWATCH HALL

CUTTING EDGE TECHNOLOGY POINTS TOWARDS FUTURE PRODUCTS

The TecWatch Hall once

again features a fascinating

array of technology, some

of it fresh out of the R&D

laboratory. It offers a

glimpse of future lifestyles

by showcasing the latest

technological advancements

that we can expect to

affect our lives some years

from now. One area yet

to benefit from genuine

connectivity is mobile phone

and PCs. In the TecWatch

Hall, Fraunhofer Institute

demonstrate a solution for

this. “Our MashWeb system

brings together the best of

traditional TV, mobile phones

and computers,” said Heiko

Pfeffer, Group Manager,

Future Applications &

Media, Fraunhofer Institute.

“Our ambition was to unify

all three screens, but that is

not easy because you have

three different operating

systems on PCs plus six on

mobile phones. Our solution

was to use the internet to

bring them all together. We

created an application that

allows people to play games

together, like Poker, using

the mobile phone or PC to

join the game by taking a

picture of themselves that

appears on the TV screen

alongside their pot of money.

The cards then appear on

either the PC or mobile and

they start to play. It’s an

ideal way to play games at

a distance during advertising

breaks, for instance.” The

application only needs a

Java script enabled browser

and a TV connected to the

internet. It works on 90%

of mobile phones, although

not, for the moment at least,

on the mobile version of

Internet Explorer. MashWeb

has other applications in

terms of uniting PCs and

mobile phones: “Imagine

that you are looking up a

restaurant on your PC and

then you want to send the

information and the picture

of the restaurant to the

person with whom you

are going to have dinner,”

Pfeffer said. “Normally you

would be able to send that

to a mobile phone without

retyping all the information

but MashWeb allows you to

send the map plus picture

directly.” Another feature is

the role playing game Movie

Star where a group of people

can act out a scene from

a movie, each one taking

a different role. When the

scene has been recorded,

the system automatically

edits together the separate

roles and replays the scene

to the participants.” Another

Fraunhofer innovation that is

straight out of development

is the TA2 Audio

Communication Engine,

a system that enables

audiovisual communication

between people separated

by distance and even by

time. “In real time people

can talk as if they were in the

same room through the use

of a 360 degree microphone

and software which adds

ambience, giving the feel of

sharing the same space,” said

Stefanie Frank, Marketing

and Communications, Audio

& Multimedia. “It’s totally

hands free and accurately

tracks where someone is

in the room and shifts the

sound to the left or right

or backwards and forwards

accordingly. It will work

with any speaker system but

obviously a surround sound

system reflects the audio

tracking more accurately.”

The TA2 system also offers

an additional time-shift

facility for people separated

by time zones. The user

separated from his or her

family can record a message

for other family members or

friends using the ambient

enhancement to add

presence, which loved ones

can then play back when

convenient. “There are

also some potentially very

exciting applications for the

system in terms of MMOG

(massive multiplayer online

gaming) which are starting

to be explored by games

makers,” Frank said. “We’ve

licensed the technology to

German games company

Ravensburger so I’m sure that

we can expect to see gaming

moving in some exciting and

unexpected new directions

in the next couple of years.”

In the same space IBM is

demonstrating its Smarter

Home technology that

combines the advantages

of continuous connectivity

to make the promise of a

genuinely smart home a

reality. “From increased

entertainment choices to

highly important services like

medical monitoring, remote

security monitoring and

even energy management,

we’re looking at a range of

services that pretty much

pay for themselves through

increased efficiency,” said

Bruce Anderson, General

Manager, Global Electronics

Industry, IBM.

Hall 5.3

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 19


CAFÉ CORNER

CAFE CORNER

COFFEE mOvEs FROm hOt dRiNk tO COOl

'liFEstylE EvENt'

Coffee drinking has become a major cultural trend over the past few years - as the growing number of coffee-focused companies at IFA

testifies. While 10 years ago, coffee was a drink, now it is an event. In this special section, IFA International profiles the numerous ideas and

solutions aimed at coffee fanatics on the show floor.

WmF: smAll BUt BEAUtiFUlly FORmEd

It's being billed by

manufacturer WMF as "the

world's smallest pad coffeemaker"

and, according to a

company spokesperson, the

WMF1 will fit any desk.

Smaller than a telephone

directory, the one-button

pad machine can prepare

fresh coffee in less than

one minute, says WMF. It

is available in a range of

colours: berry, mango, kiwi,

stone and silver.

WMF is also exhibiting the

Prestolino speciality coffee

machine, which can make 70

cups in a day and offers 12

programmable specialities,

as well as the ability to heat

milk and water.

The Prestolino, which

has been designed with

medium-sized offices and

the small business sector

in mind, has two separate

containers for the beans,

enabling coffee to be made

from different kinds of

beans. The touch screen

can be used to programme

an extravagant macchiato

break. This involves mixing

the milk and foamed milk

layers before the espresso

is added. There is also a

barista button for selecting

the strength of the espresso.

Some of these machines

are already equipped with a

zero-energy function. Even

when a machine is turned

off, it is still consuming

energy - something that

this new function avoids.

And if you forget to turn the

machine off, an automatic

cut-off device does it for

you.

Hall 6.1 / Stand 108

PhiliPs: miNimAlist mOvE

Since launching the first

Senseo coffee-maker in 2001,

Philips has shifted 25 million

units.

At IFA 2009, the Dutch

company is showcasing

the latest addition to its

Senseo series. According

to Philips, the new Senseo

Quadrante Range is aimed

squarely at style-conscious

coffee enthusiasts who want

to make a daring design

statement in their kitchens.

The Quadrante marks a break

with the curving shape of

the original Senseo, which

has been replaced by a

more angular design. "The

Quadrante was developed to

appeal to those consumers

who like a more urban

and minimalist look, which

is something that we

have noticed is becoming

extremely popular again,"

said Vidya Sagar Gannamani,

Category Leader for Beverage

Appliances at Philips.

The Quadrante, which has

chrome accents, is available

in black or white.

Philips recently announced

the acquisition of Italy's

SAECO, a major European

player in espresso machines

for the home. The move

strengthens Philips' position

in both the espresso-machine

market and the global coffee

market.

Hall 22 / Stand 101

illy: mOdERN ClAssiCs

Illy continues to bring its

professional sensibilities to

the domestic coffee-maker

market with the Metodop

Iperespresso. The new

models incorporate iconic

design and solid build, and

feature a newly developed

system using Iperespresso

capsules. These have been

designed to work in a twophase

extraction chamber.

During the hyper-infusion

phase, the coffee powder

and water are combined at

the right pressure. This is

followed by the emulsion

phase, during which coffee

passes through the valve.

The end result, says Illy, is a

velvety, full-bodied, creamy

espresso, enriched by an

"amazingly thick and longlasting

crema".

All Illy's latest models -

the X1, X7 and X8 - utilise

the Iperespresso system.

Colour schemes include red,

stainless steel and black.

Illy has also launched a

model called GoodNews,

which features a built-in

radio. The funky-looking

one-litre design offers

acoustic and light systems,

and is available in five

colours: red, yellow, white,

pink and black.

Hall 6.1 / Stand 106

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 21


CAFÉ CORNER

DE'LONGHI: A LITTLE TASTE OF ITALY

The "little Italian for your

home" is how De'Longhi

describes the Intensa, its

new fully automatic coffeemachine.

Winner of the

2009 IFA PreView Award for

Innovation Of The Year, the

model features extremely

compact dimensions,

timeless design and

revolutionary technology.

This technology includes an

adjustable coffee spout, a

removable brewing unit and

a patented thermoblock,

with electronic temperature

control integrated into

the machine. According

HERU: TAKING THE GRIND OUT OF COFFEE MAKING

German home-appliance company Heru

has launched a number of coffee-makers

on to the market. At IFA, it is showcasing

the KA 17307, a 1,000W model that

features five grinder settings, a 12-cup

capacity, an LCD display and a 24-hour

timer. Other models include the KA 21309,

which is stainless-steel coffee-maker with

a 1.5 litre capacity; the KA 27709, which

has a 1 litre capacity; and the 900W KA

17209 model.

Hall 5.1 / Stand 103

to De'Longhi, this ensures

short heating times,

constant temperatures and

low energy consumption.

Intensa also features a

1.8-litre water tank and an

'aroma-safe system', which

aims to keep coffee fresh

for longer. The model is

also extremely easy to clean,

as the water tank can be

operated from the front

and the brewing unit can

be removed from the side of

the appliance.

Hall 6.1 / Stand 101

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 23


CAFÉ CORNER

mARtEllO BREWs UP BUsiNEss

CAsCO ANd QUAdRA sERvE UP 'GENUiNE itAliAN COFFEE'

Martello has launched

two new coffee

machines: the Casco and

the Quadra. The Casco's

features include 20-bar

pressure, a removable

1.3-litre tank, automatic

cap ejection and a

removable dripping-off

bowl. The Quadra also

features a removable

two-litre water tank,

a steam nozzle and a

hot water nozzle. Both

machines are available in

a range of nine colours.

IFA International spoke

to Martello's Chairman,

Hartwig Hammerle.

Martello is at IFA for

the first time. Tell us

about the history of the

company?

The story goes back two

years, when we decided

to move into the coffee

business. We had to find a

very good Italian name and

our agency proposed the

name Martello. So that's

where the name comes

from. The production of

the machines takes place

in China, and the capsules

are made in Italy, with eight

lines and a capacity of 4.5

million capsules per day. It's

real genuine Italian coffee.

What has been the

market's reaction to your

machines?

It's been very good. In

some countries, such as

Switzerland, Martello has

already become quite a

familiar brand and are

already number two there.

We are being distributed

throughout 1,200 stores

- and other retailers are

noticing this and now want

to work with us.

What's your USP?

Design and price. The retail

price of our machines is €e79

for a 20-bar machine. The

availability of the coffee is

important, because it is sold

through retailers. And the

price of the coffee is also

very important. Our coffee

is very competitive, starting

at 20 cents. In these difficult

times, that's a very strong

argument.

Hall 6.1 / Stand 108a

thE dUtCh tOUCh

iNvENtUm PREPAREs tO lAUNCh mUlti-dRiNk

mAChiNE

Holland's Inventum

has unveiled a range

of innovations at IFA,

including the HK20 coffeepad

machine and an

aluminous thermos coffeemaker

with a 1300W

water-heating system. CEO

Henk Gigengack tells IFA

International about the

company's future plans.

Could you tell us more

about Inventum?

I bought the company in

1994. I had been personally

involved in the development

of Senseo when it was a

Douwe Egberts/Sarah Lee

brand, before Philips took it

over.

Our system is made in such

a way that the water cannot

bypass the coffee on its way

into the cup. There is a silicon

part, which compresses the

coffee first and gives it a

great aroma.

When did Inventum go

international?

Five years ago, my two sons

joined me in the business

and we decided to introduce

Inventum's products to the

global market. We have

gone back to doing all

the manufacturing steps

ourselves.

So we now have our own

design and engineering

teams, and we produce our

machines in China.

What's on the horizon?

Next year, we plan to launch

the most innovative product

that the market has seen for

20 years. We will introduce

a multi-drink machine

in March, which will be

capable of making both hot

and cold drinks. It will serve

up beer, wine, soup, coffee -

anything you want. It will be

a real market first.

Hall 5.1 / Stand 102

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 25


at w w w.ifa-international.org

at w w w.ifa-international.org

PRODUCT TRENDS

THE COLD FRONT

SPaCE aND ENERgy

EFFiCiENCy

DiSTiNgUiSH THE

CLaSS OF 2009

Sleeker and chicer, leaner and greener,

bolder and colder - IFA International

checks out the coolest kids on the

refrigeration block.

BOSCH: a++ FOR EFFORT

Bosch's new CoolProfessional series,

which consists of 12 built-in models, is "very

German in its attention to detail", according

to the company's marketing/communications

executive, Dominique Deitermann. "By that

I mean that when Bosch does something,

it does it right," she said. When we launch

a product, we are 100% sure it's as good

as we can make it." No surprise, then, that

every feature of the CoolProfessional, from

the sturdy hinges to the satisfyingly clunky

door action, is of precision quality. Bosch

also "gave the CoolProfessional more

technology and wound up with more space",

Deitermann added. The range features a

powerful base-mounted compressor, which

creates significantly more interior space,

along with cutting-edge cooling technology

and maximum resource efficiency. This last

point is shared by the majority of Bosch's

refrigerators, most of which are now A++

rated for energy efficiency. In the case of

the CoolProfessional, this translates into

an energy saving of roughly 25% on A+

class models. In addition to the greening of

refrigeration, Bosch has also picked up on

another up-and-coming trend: the colouring

of the kitchen. It introduced its ColorGlass

Edition last year, kick-starting a Europeanwide

move towards more colour accents in

kitchens. The range went on to win several

awards, including the red dot and the iF

Design Award. Bosch has now added to the

ColorGlass range with a new metal-behindglass

design variant, and new models in

black, red and quartz.

Hall 3.1 / Stand 106

Bosch's Michael Mohnle and

Dominique Deitermann

Download Podcast

Download Video

SHaRP: CONSTaNT COOL

Sharp’s new SJ-F800SP four-door fridgefreezers

and SJ-MB300S-ST three-door

bottom freezers feature an advanced hybridcooling

mechanism to ensure constant,

energy-efficient cooling. An aluminium

panel, installed on the inner rear side, is

cooled to around 0°C and serves to store

the cold and distribute it evenly throughout

the inside of the fridge. As a result, the

large temperature fluctuations that occur

with refrigerators using conventional directcooling

mechanisms are now a thing of the

past. “In addition to the intelligent hybridcooling

technology, we have equipped

our new fridge-freezers with the Sharp

plasmacluster technology," said Beate

Moresmau, Marketing and Product Manager

for Home Appliances at Sharp Electronics.

"This reduces the spread of various bacteria

and fungi inside the fridge." Sharp also places

great emphasis on its refrigerators' ecoperformance.

"The inverter technology used

in the SJ-MB300S-ST, for example, means the

compressor will automatically adjust the level

of refrigeration to the temperature inside

the fridge," Moresmau added. "This means

the appliance only needs to cool itself down

when it is really necessary, which results in

consumers being able to enjoy fresh food for

longer periods, while also saving energy and

mon ey." To ensure tidiness and ease of use,

the spacious door shelves of both models

offer plenty of storage space, being large

enough to accommodate even big bottles

and containers. And wine connoisseurs will

appreciate the wine bar in the SJ-MB300S-

ST, which can store up to four bottles at just

the right temperature.

Hall 3.2 / Stand 101

Sharp’s new SJ-F800SP: conventional direct-cooling

mechanisms are now a thing of the past

26 www.ifa-international.org IFA International • Tuesday, 8 th September 2009


PRODUCT TRENDS

HAIER: COMING TO A FRIDGE

NEAR YOU…

Haier's AFT630IX

intelligent fridge-freezer

features what Philip Bass,

the company's National

Account Manager for the

UK and Ireland, calls "a really

useful bit of innovation": a

touch-screen controlled TFT

(thin film transistor) monitor

on the door, featuring an

integrated camera, which

enables users to record and

play back audio and video

content, such as shopping

lists or post-it messages.

"As far as we are aware, the

AFT630IX is the only fridge

in the world with a videomessaging

feature," Bass

said.

"The whole idea is that it

takes away the need for

those post-it notes that most

families leave all over the

fridge, telling the children

to do their housework

or put the chicken in the

oven…"

The red dot awardwinning

model features

a double-drawer pullout

system, which reduces

cold-temperature loss by

providing quick, easy and

direct access to frozen

food. It also eases access

for elderly or infirm users.

"We did a lot of research

and found that many

people, particularly the

elderly, find bending down

hard. Consumers also want

easy cleaning and energy

efficiency,” said Bass.

"The result was AFT630IX,

which has been designed

to help you manage your

food more comfortably and

efficiently."

A simple-to-programme

automatic ice-maker, a

NoFrost system, a spacious

fresh-food drawer and an

integrated alarm system

that warns when the

temperature falls below

a certain level add to the

stand-alone unit's winning

combination of form and

functionality.

Retailing for less

than £1,000

(€1,450), investing

in a

AFT630IX also

won't break

the bank.

(From Left to Right )

Samson Song Hui, UK

Market Director and

Philip Bass, UK Sales

Director

At the Haier

stand, you will

also find the

new AFL631

range - a

fridge-freezer

with two sliding

freezer

drawers that

are user friendly,

enabling direct

access to

food.

This unit

employs nofrost

technology and

includes a "maxi vegetable

drawer" - a deep and

spacious drawer in which

fruit and vegetables are kept

under optimised conditions

thanks to optimum,

automatic humidity control.

Hall 4.1 / Stand 106

Haier brings colour to

the kitchen with the

AFL631

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 27


Buying and Promoting green

How Carrefour’s sustainaBility PoliCies

are HelPing Consumers Buy green By Jooree Cho

We spoke with Ms. Véronique Discours-Buhot, Carrefour Group Sustainability Director on what Carrefour has been doing for the environment

and what trends they have been seeing in their customers.

A little history to start

us off. Since when did

Carrefour start sourcing

more environmentally

conscious products and

how did you come to this

decision?

As the second largest

retailer worldwide and

first in Europe, we have

been aware early on of

our particular responsibility

towards sustainability issues

and of our important role

in enabling customers

to change the way they

consume.

For over 15 years, we have

committed to developing

and offering our customers

Carrefour brand responsible

products that are also

affordable to the largest

number of consumers. As

early as 1992, we launched

our first Carrefour Quality

Line products which include

very strict quality and

environmental criteria. Since

1996, we have proposed

GMO-free private label and

value products. In 1997,

we launched our private

label organic product range

and started to work with

the WWF, which is still our

partner on environmental

issues (wood, palm oil,

fish…), on our wood supply

and for the promotion of

FSC (Forest Stewardship

Council) products. Today,

we offer 418 Carrefour

Quality Lines products,

1,733 own brand organic

products, 42 Carrefour

Eco Planète products, 18

MSC (Marine Stewardship

Council) certified own brand

products and 621 fair trade

products in our stores,

worldwide.

Concerning consumer

electronics, what trends

have you been noticing

in consumer purchasing?

What standards do you

follow when you go to

suppliers?

During the last few years,

we have seen an increase

in demand for energy

efficient products from the

consumers. We offer more

energy saving private label

products (A, A+ rated,

Energy star…). Furthermore,

in France, we stopped

buying incandescent light

bulbs (100W, 75W) in

Spring 2009, and we are

committed to proposing to

our European customers

only A or A+ rated private

label refrigerators and

air conditioners starting

from 2010. We also raise

consumers’ awareness on

sustainable energy issues.

In 2008, we thus partnered

with the European

Commission during

European Sustainability

Energy week, mobilising

our stores in 6 European

countries which organised

a large information

campaign and promoted

energy saving products

among their customers.

Within the framework of

the European regulation,

we include environmental

considerations in our

specifications when

developing our ownbrand

products. We

work with our suppliers,

particularly in China, to

help them to comply with

European requirements by

accompanying them. Our

internal experts also actively

participate in working

groups at the European level

to work on the regulations.

What is Carrefour doing

to promote sustainability

practices to the

consumers?

First, we are developing

and increasing our ecofriendly

products. In France,

Carrefour is the leading

seller of organic and fairtrade

products and offers

the widest range of MSC

certified private label

products. Secondly, we

promote these products in

our commercial publication

and raise awareness on

sustainability issues (such as

energy saving, waste, etc.) by

organising communication

campaigns and events in

our stores. For example,

we participate in the Fair

Trade week, the Sustainable

Development week and

World Environment Day.

We also organise important

communication campaigns

in store on several issues.

When we decided in

2007 to stop distributing

free disposable plastic

checkout bags in France, we

conducted, with the support

of the WWF, a storewide

communication campaign

to inform our customers on

the importance of waste

reduction.

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 29


trade news

twIn trends BrInG LIFeLIne

tO retaIL MarKet

werner wInKeLMann, presIdent OF eUrOnICs

InternatIOnaL, eXpLaIns HOw tHe eUrOpe-wIde

CHaIn Has staYed aHead OF tHe CUrVe By Emmanuel Poidevin & Mark Dezzani

Werner Winkelmann, President of Euronics International

The retail sector has been

reeling in the recession,

but the twin trends of

cocooning and wellbeing

have provided lifelines for

the consumer electronics

and home appliances

industries.

With more people

investing in quality

lifestyle products for the

home, Euronics President

Werner Winkelmann tells

IFA International about

these trends and future

prospects from the all

important dealer and

retail perspective. He also

reveals how Euronics’

emphasis on training,

added value products and

customer support have

kept the Europe-wide

chain ahead of the curve

and well placed to profit

from better times ahead.

The market has registered

a significant drop in the

first half of this year.

What is your forecast for

the balance sheet at the

end of 2009?

The global market for the

first half of 2009 registered

a 12% drop in revenues

against the same period last

year, with Euronics down

11%. But we expect to

recuperate some of that in

the last quarter and we are

projecting a 9% drop for the

whole of 2009 with revenues

of €13.1 billion against €14.4

billion in 2008.

Russia and the Baltic states

have been especially hit

because of the drop in the

exchange rate of the rouble,

the difficult availability of

consumer credit and a lack

of personal savings.

So what are Euronics

plans in Eastern Europe?

The situation in Eastern

Europe has been especially

affected by the economic

crisis and all of the dealers

there have suffered. Since

the Eastern European

countries adopted the

western economic model,

this is the first time that they

have experienced this type

of economic impact.

So we are waiting to see

how things develop and for

the situation to consolidate

before considering entering

these markets. However,

we are keeping an eye on

developments in Romania,

Ukraine and Turkey and

assessing who could be the

right partners there.

There has been a

significant change in

30 www.ifa-international.org IFA International • Tuesday, 8 th September 2009


trade news

consumer trends in the US

market with consumers

focussing more on

essentials. What are

the consumer trends in

Europe?

There are two major trends in

Western Europe - cocooning

and wellbeing. The secret

behind the relatively

healthy market in Germany,

Switzerland and Austria is

the cocooning effect and

that is spreading elsewhere.

With the consumer tending

to spend more time at

home, they want to create

the best conditions and are

therefore investing in quality

appliances and goods.

The wellbeing trend is

very popular and is being

promoted by phenomena

such as TV cooking shows

and a kind of new home

society, with friends inviting

each other to dinner and

going from kitchen to

kitchen.

Ecological issues are

also important, with the

consumer now interested in

energy efficiency. So when

a consumer now looks at

making a purchase, they

factor in quality and not

just the cheapest device

available. They are looking

for the best ratio between

price and performance and

are willing to pay a bit more.

Is the boom in lifestyle

appliances such as the

coffee machine down to

the wellbeing trend?

Coffee machines are very

popular, so popular in fact

that some consumers are

willing to pay up to €1,500

for the top models. It is

interesting to examine the

difference between the

evaluation when purchasing

a device such as a coffee

machine and other types of

products.

With IT products, the

configuration and

specification are important

while for mobile phones,

consumers seek the best

tariffs. TV sets require

more support and

recommendation from the

dealer. When deciding on

the purchase of a coffee

machine however, the

consumer looks at the design

and even the type of coffee

usable with the machine.

So we have decided to

sell coffee accessories in

our stores alongside the

machines, such as the coffee

itself and additional aromas

that you can find in coffee

chains such as Starbucks.

We supply our dealers with

an entire coffee department

with all the accessories and

they find that this delivers

considerable added value in

sales.

What is Euronics policy

over shop layout with

your individual dealers?

We seek to have the best mix

between recommendation

and suggestion with our

dealers, on how to create

the best store layout

and displays. One strong

recommendation is that they

implement our left and right

aisle policy. This means that

on the left side, they display

products that are heavily

advertised and promoted,

while along the right side,

they display products that

need to be recommended

and explained, such as

smaller electrical appliances

and those with added value.

In Italy and Germany

we have a more defined

programme for our dealers

that can be adapted to the

size of the outlet.

Euronics is well known

for its dealer training

programmes. Can you

explain how important

these are and how they

operate?

We place a lot of

importance on interaction

with our dealers, especially

regarding training. We have

established a quality sales

programme offering twelve

half-day courses a year

with a maximum of twenty

people on each course.

The focus of these training

sessions is on added value

sales. This means finding

out from the consumer their

needs and requirements. For

example, when purchasing

a TV set, a consumer may

not know that they may also

want a set top box and a

USB interface. Technology

is becoming more complex

and we need to find out

from the customers their

pattern of consuming TV, in

which situations and their

expectations.

Then we can assist the client

in making the purchase best

suited for them. So we are

not just about supplying the

best price. We also want to

provide the best solution for

the consumer.

What effect will the

ageing of the population

have on consumer

requirements and trends?

These days, the ‘over-50’

consumer still has more

disposable income but they

have a much more youthful

mindset than the previous

generation and are keen on

stylish and contemporary

design. Younger consumers

criteria are different, placing

less emphasis on design

and more on the technical

specification.

Attracting the young consumer,

however, is an important

way to also reach the

older consumer. Especially

in family situations, the

younger generation educate

their elders to the new

trends and technologies.

At the retail level, how

important are green

considerations for the

vendor and the customer?

Unlike the manufacturer,

we have no influence on

production specifications,

so our role in promoting

greener appliances is our

interface with the consumer.

We can explain and inform

on issues, such as energy

consumption and efficiency.

We can also explain new

laws, such as those recently

implemented on the

replacement of old 100W

light bulbs for new energyefficient

ones.

Another issue is that of the

consumption of energy

by appliances in standby

mode. New appliances use

considerably reduced energy

in standby. For energy

intensive appliances such as

washing machines, we can

explain to the consumer

that a 10 year-old model

should be replaced as it

consumes much more water

and energy. We can also tell

them about the considerable

savings that can be made

by purchasing a new, more

efficient model, with the

outlay recuperated over a

certain period.

How important is IFA for

Euronics?

IFA is very important for

the trade and our retailers.

There is a lot of media

here and they are the best

way to inform consumers

about new product trends.

IFA is especially popular in

Germany with the public

and this is now spreading

throughout Europe. We

get that feedback from our

international dealers. In

fact, we urge our dealers to

come to IFA to get informed

about new products and

we arrange our own guided

tours for them around

the trade fair. One of the

highlights in Japan is for

companies to have an

annual convention and for

our dealers IFA is our annual

convention!

Hall 23 / Stand 104

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 31


Discover the Consumer Lifestyle World!

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

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

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

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

leading brand manufacturers respectively.

TOpIcS OF ThE mORnIng TOURS FOR TRADE VISITORS

home cinema (TV and audio)

Home Cinema represents a genuine home movie

experience and conjures a desire for higher quality sets for

listening and viewing.

IpTV / web TV

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

connection. As well as allowing telephone and internet access

a telephone connection also makes it possible to watch television.

Web TV enables broadband transmission of television programmes

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

the transmissions.

3D TV

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

numerous different viewing angles and employs a 3D

screen to realistically reproduce TV programmes in three

dimensions.

Large home appliances –

ecology

The manufacturers of domestic appliances have long been aiming

to employ modern concepts to improve energy efficiency and

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

increase in energy savings was achieved for washing machines,

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

refrigerators.

TRADE VISITORS’ TOUR

TOpIcS OF ThE AFTERnOOn TOURS FOR TRADE VISITORS

Wireless hDTV

The first wireless television sets in full high-definition

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

wired into an external media box which transmits wireless

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

quality.

Entertainment centres /

media servers

Media centres represent a collection of numerous multimedia

programmes on a common graphical user interface

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

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

system.

IFA 2009

Digital imaging (photos / videos)

Digital imaging describes all stages of electronic image processing.

Source materials are digital images and videos produced by digital

cameras, but also slides and negatives digitalised using scanners.

Digital imaging consists of processing, editing, archiving and

presenting these media using computers, as well as printing and

duplicating photos.

Small home appliances –

lifestyle

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

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

control panels, intelligent technology, outstanding design and

efficient energy usage.

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


trade news

sUPersIZe strateGIes

LarGe format It/Ce stores

roLL oUt aCross eUroPe By Emmanuel Poidevin

The trend towards largeformat

IT/CE stores in

Europe is gathering

momentum. Here, Levin

Consulting's European

Director, Denis Floch,

talks exclusively to IFA

International.

The European IT and

Consumer Electronics (CE)

worlds not only collided at

last year's IFA, but they also

bumped up against into

each other at retail-store

level.

The new trend is towards

superstores focused on

selling PC products, brown

goods and white goods.

Among the major retailers

setting the pace by opening

large stores of 5,000 sq m or

more are Dixons' Curry XXL,

Media Markt - which has

even opened several stores

above 10,000 sq m - and

Best Buy.

With consumers now used

to the ease of purchasing

products online, the new

IT/CE superstores are

competing by offering onestop

shops with the widest

possible range and variety of

products.

The superstore format

also enables retailers to

merchandise their wares

more effectively, thanks to

Levin Consulting's Denis Floch

larger POS (point of sale),

dedicated category sections

and more space in which

to educate the consumer

on product benefits. Space

allows also the retailers to

compete more effectively

with their online rivals

by carrying full category

ranges.

But there are also challenges

to be tackled - not least

footprint and real-estate

availability. A store's regional

performance and success

are highly dependant on

the available spending in

its catchment area. Such

statistics as population

density, income levels,

gender and demographic

spread are all key when it

comes to selecting locations.

Another challenge is that

affluent areas with high

spending power are already

over-crowded. As a result,

it is becoming increasingly

difficult to find suitable

locations to accommodate

large format stores.

However, the new

superstores encapsulate

the retailers' ambitions - to

update their operations,

reinforce their market

presence and get as much

product on as many

shelves in front of as many

consumers as possible.

But the supersizing trend

also heralds a change in

the workplace, as store

employees spend less

time in the back room and

behind counters and more

on the shop floor helping

consumers.

So what type of store

can we expect? As usual,

the future isn't black and

white, but numerous

shades of grey. Among

the factors influencing

superstore development are

urban planners, who are

increasingly worried about

emptying city centres, as

consumers forsake the highstreet

shops for out-of-town

retail parks. An opposing

trend sees brands and

manufacturers - Apple is a

typical example - opening

their own stores and in-shop

concepts. These outlets

tend to have a more limited

range of products, but they

offer the consumer a closer

relationship and a higher

level of service.

In view of this, it seems

unlikely that the new IT/CE

superstores spell the end of

the smaller, specialist IT/CE

stores. But having started

their pan-European roll-out,

the major retailers look set

to continue to realise their

supersize ambitions.

BUYER’S VOICE

“Ifa Is the maIn and onLy

trade show In eUroPe

where we Can meet oUr

ChInese sUPPLIers.”

In this section, every

day we field the

thoughts and opinions

of buyers at IFA.

Today, we are very

happy to welcome

Jean-Paul Seror,

Chief Executive of JPS

Marketing France

What are your main

reasons for coming to

IFA?

To meet with our

current partners and

look for new trends but

also meet with new

suppliers…

Are your company's

supply strategies

changing at the

moment?

We haven’t changed

our strategy so far as

we address “niche

markets” (such as

accessories for iPod

) that haven’t been

affected yet.

How have issues

of sustainable

development been

affecting your

purchasing decisions?

Those aspects

affect mainly the

manufacturers, not us as

distributors.

How important is IFA

for you as a forum for

learning more and

"networking" and

why?

It is very important! It’s

the only trade show

in Europe where we

can meet our Chinese

suppliers.

IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 33


Sanus Systems strengthens european team and increases focus

on large european markets

AdvertoriAl

in-store demonstration key to sell high margin Super Slim, tilting and full motion wall mounts

Cathrin Wegner

Director of Sales & Marketing EMEA - Consumer Division

Sanus Systems ® , a division of Milestone AV Technologies, the

largest manufacturer of flat panel TV mounts worldwide, is

significantly investing in the European sales & marketing team.

Since the start of May, Cathrin Wegner has joined the company as

Sales & Marketing Director EMEA and is responsible for creating

awareness in the retail channel of key European territories

as well as building a strong European sales team to support

partners. “Sanus is well positioned to increase their market

share in Europe. Our retail partners are very enthusiastic about

our product line and its competitive pricing. Our products are

easy to mount and the company has many years of experience

in selling flat-panel TV mounts to consumers worldwide”, says

Cathrin Wegner. Mounts from Sanus Systems typically come with

a 10 year warranty. Product packaging is in all main European

languages and all products come pre-assembled in the box.

Products are packed with installation features so that the TV can

be mounted by one person. “We integrate many features so that

customers can easily adjust the position of the TV to enhance the

TV watching experience and to enable them to benefit best from

the HD picture quality and brightness. In some instances the TV

has been mounted correctly, but either the ceiling or floor of the

room are not perfectly straight. As a consequence the TV does

not look level. With our features ProSet and Lateral Shift the

height of each corner can be adjusted and the TV can be shifted

horizontally.”, Wegner adds.

CoNtACt:

Sanus Systems

Rick van Bommel

Rick.van.bommel@milestone.com

Visit Sanus @ IFA: Hall25 / Stand 125


TRADE TRENDS

HOME IS WHERE THE CUSTOMER IS

STRESSED CONSUMERS SEEK SHELTER

BEHIND CLOSED DOORS By Gary Smith

As the world becomes ever

more cluttered, threatening

and stressful, consumers are

increasingly seeking refuge

within their own homes.

This phenomenon has

come to be referred to as

cocooning by the consumer

electronics (CE) industry -

and it is inspiring a range of

products designed to reduce

the stress of modern life

and de-complicate leisure

pursuits.

"People are increasingly

withdrawing into their

homes, especially in these

times of great stress," said Dr

Reinhard Zinkann, Managing

Director and Co-Proprietor

of Miele. "We have

recently seen this behaviour

triggered by the economic

crisis and the looming threat

of a possible environmental

meltdown. The home is now

regarded as the hub of an

emotional social network,

where device performance

and ease-of-use are

absolutely paramount. The

trend towards strippeddown

products with fewer

features is an obvious and

very current manifestation

of this trend."

Activities as fundamental as

cooking and consuming food

have taken on a vastly more

important role in people's

lives. While time spent in

the kitchen is increasingly

regarded as precious and

relaxing, the consumer's

performance demands

on utensils have grown

immensely. Meanwhile, a

whole new industry in preprepared

meals is also being

driven by the cocooning

trend, providing meal

ideas for busy but exacting

consumers.

Time spent in the garden

has also been changing,

with demand for jacuzzis,

hot tubs and barbecue sets

growing significantly.

The robust sales of flatscreen

TVs and video games

are not only down to falling

prices, but also because

consumers are actively

seeking out ways to lose

themselves in immersive

experiences, such as Guitar

Hero. Gadgets are also

appearing more frequently

in the home-entertainment

category.

Cocooning first became

recognised as a bona fide

social movement after the

9/11 terrorist attacks in the

US. Families started to regard

entertaining at home as a

way of reinforcing emotional

bonds and saving money. In

the past year, economic and

environmental worries have

helped to make 'pupating

and withdrawing' a major

global trend.

Whether the cocooning

trend will remain with us

is impossible to say. Media

saturation and the battle

to put right irresponsible

industrial behaviour towards

the environment point to

it continuing, at least in

the short term. But right

here, right now, cocooning

is undeniably the most

significant trend driving the

CE industry.

Cleverdis:Ê YourÊB usinessÊNet workingÊCat alyst

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More than ever in the current market climate, it is important to ensure that your customers

and partners fully understand your “story”. When you launch a new product or service,

it is vital to augment your message with all the support information that helps people

understand “where you’re coming from”. Every year, we help countless major (and

sometimes minor) companies to tell their product, technology or company story in a

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We believe that no one can better help you tell your story. Let us show you how.

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IFA International • Tuesday, 8 th September 2009

www.ifa-international.org 35


going out

Where to go

inBerlin

> Hotel Sylter Hof

City and Conference

Hotel in the Heart of the

Capital.

The city and conference hotel

“Sylter Hof Berlin” is situated just

in the heart of Berlin:

Kurfuerstendamm and Potsdamer

Platz in the vicinity offer excellent

shopping opportunities, and

the KaDeWe, Berlin's famous

department store, is just a few

minutes walk away. This central

location is well linked to public

transportation; the famous 100

bus line stops right by the front

door. The fairgrounds can be easily

reached with a short bus / S-Bahn

ride.

The 178 comfortable single and

double rooms are equipped with

telephone, Wireless LAN, colour

TV, pay-TV, radio and minibar. All

rooms are cheerfully furnished

and provide a homey atmosphere.

In addition to the regular room

offer the Sylter Hof has spacious

and luxurious comfort rooms and

business suites, which are located

on the 10th through 16th floors

high above the city, providing

a breathtaking view of Berlin’s

rooftops. These can come with

a equipped kitchen (for a fee).

Business suites have 2 separate

rooms.

The 10 modern conference rooms

are the perfect environment

for conferences, seminars,

sessions, business meetings or

receptions. All conference rooms

are fully equipped with the latest

technologies, such as W-LAN,

overhead projectors, screens and

air-conditioning.

For a refreshing start to your day

at IFA, the Sylter Hof offers you a

breakfast buffet in the morning.

From Monday to Friday you can

have lunch at the hotel. They offer

daily changing, varied business

lunches, consisting of 2 main

courses and several starters and

desserts. The hotel bar offers a

pleasant atmosphere to end your

successful day at IFA.

Kurfürstenstraße 114-116

10787 Berlin

Tel. +49 30 21 20 0

Metro : U9-Augsburger Strasse

> Meliá tapaS Berlin

The “Spain” experience.

At Meliá Tapas you will discover all

the secrets of avant-garde Spanish

cuisine.

Tradition and modernism combine

to surprise your senses with a wide

variety of tapas. Each recipe is

inspired in Spanish regional cuisine

and makes use of a careful selection

of ingredients. They serve typical

Spanish Tapas as well as cocktails

and a big assortment of different

wines. Enjoy the view over the

Spree or the Friedrichstrasse and

experience Spain in the middle of

Berlin.

Mercure Hotel & Residenz Berlin

Checkpoint Charlie

Schützenstr. 11 • 10117 Berlin

Tel +49 (0)30/206 320

Fax +49 (0)30/206 32 111

Email: h3120-RE@accor.com

Friedrichstraße103

10117Berlín

Tel : +49 30 206 07 900

Metro : U-Friedrichstrasse /

S-Friedrichstrasse

The 4 star Mercure Berlin Checkpoint

Charlie hotel offers 135 large,

airconditioned rooms and suites, a

breakfast restaurant, wine garden, bar,

solarium, sauna and sundeck. Enjoy the

best of Berlin from the comfort of these

individual rooms, suites and apartments

– a quiet oasis in the heart of Berlin,

designed by the Italian architect Aldo

Rossi. The 4-star Mercure Hotel Berlin

Checkpoint Charlie is located in the

historic centre of the town, the rooms

are for up to 4 persons, and the family

suites have two separate bedrooms.

The attractions of Berlin are easily

accessible due to the central location of

the hotel. It is only 500 metres from the

famous shopping mile Friedrichstraße,

the Gendarmenmarkt and Checkpoint

Charlie, while Potsdamer Platz lies 1

kilometre away.

IFA International • Tuesday, 8 th September 2009

www.trendset.biz

37


going out

> tHe SapHire Bar

Pure Elegance.

The Saphire Bar defines itself as

a pleasure workshop. Why not

getting overwhelmed by the

special absinth cocktails, refreshing

smoothies or preposterous

creations of avocado and lemon

grass? The Saphire Bar is also one

of Berlin's very best whisky bars,

stocking a huge variety. Of course,

the classics are there too, wine,

champagne, everything you need

to relax after a hard day at IFA.

Divided into two elegant lounge

areas, the bar is peppered with

cosy white leather sofas on which

to perch while you sip your drink

or taste their finger food.

Bötzowstr. 31

10407 Berlin

Tel: +49 30 25562158

Metro: U-Rosa-Luxemburg-Platz

>

feliX CluB

reStaurant

The FELIX Club Restaurant is

the international hot spot of

Germany´s club scene located right

in the heart of Berlin.

The ”FELIX experience“ is a

magnificent liaison of restaurant,

ambience and night club, and thus

becomes a feast for all senses.

In September the Felix has many

reasons to celebrate. For one there

will be the 5th birthday of their

Club Restaurant as well as they

are giving the official IFA parties

in 2009 again. No matter if you

plan your evening with friends,

colleagues or business partners –

to plan your evening at the Felix

Club Restaurant always guarantees

highlights.

The Official Closing – Goodbye

IFA party starts at 10 pm, the entry

for exhibitors, trade visitors and

press is free until midnight with

fair pass.

Behrenstraße 72

Adlon Palais

10117 Berlin

Tel: +49 30 301 117 152

S + U-Brandenburger Tor

>

tHe art Center

Berlin

Contemporary artists

from all over the world.

Characterised by its great variety

and high dynamics, the art

scene and cultural avant-garde

makes Berlin to one of the most

interesting places worldwide for

contemporary art and new trends.

Many museums and hundreds of

galleries show current movements

of contemporary art. In the heart

of the city, half the way between

the boulevard Unter den Linden

and the popular Oranienburger

Straße, Berlins huge place for

exhibitions the Art Center Berlin is

located at the Friedrichstraße.

On 4 levels with almost 2000

sqm temporary and permanent

exhibitions are shown with works

of protagonists of contemporary

art from Germany and from many

countries around the world. Almost

every continent is represented.

During the IFA from September

4th to September 9th, you can

see a specially arranged exhibition

program at the Art Center Berlin

From August 29th the large

retrospective with the works of

painter Peter Dietschy, born in

1935 in Switzerland, is exhibited.

The paintings are shown together

and in context with the sculptures

from Swiss sculptor Paul Louis

Meier.

Open daily from 11 am to 9 pm

Friedrichstraße 134

10117 Berlin

Metro: U-Oranienburger Tor

Berlin is the city of diversity.

And we know all about it!

> KaDeWe

Hotels. Tickets. Infos.

+49 (0)30 - 25 00 25

www.visitBerlin.de

or locally in our BERLIN infostores

(Berlin Main Station, Brandenburg Gate,

Neues Kranzler Eck, ALEXA Shopping Center)

Eight floors of shopping

culture.

With more than 60,000 m² of sales

space spread across eight floors

KaDeWe is one of the largest

department stores worldwide.

What started out as an adventurous

idea by the heralded Berlin

merchant Adolf Jandorf in 1905

surpassed all expectations when

KaDeWe opened in March 1907. As

the country’s leading department

store, it presents customers with

an array of attractive goods from

around the world – from the

latest Paris fashion show looks to

the exotic fruits of the south sea.

KaDeWe today not only continues

to offer a vast array of products,

but is also setting new standards

in service. In its world-famous

gourmet department on the sixth

floor, Berlin’s premium department

store even plays host to unique

events high above the roof tops

of the capital city. In keeping with

tradition, the same ritual unfolds

daily at KaDeWe when, shortly

before 10 am the original iron

gate dating from 1907 is lowered,

allowing customers to embark on

an exciting shopping adventure.

Tauentzienstraße 21

10789 Berlin

Tel : +49 30 2121 0

Metro : U-Wittenbergplatz

38 www.trendset.biz IFA International • Tuesday, 8 th September 2009

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