Day 4 - IFA International


The Home Appliance Sector

Smiles at IFA

IFA 2009 buIldS upon mAjor SucceSS

oF THe lAST edITIon

Monday 7 th



Hall 5.2

Stand 101

Hall 4.2

dAY 4

IFA is more than ever

“The Consumer Lifestyle

Show”. The first days of

IFA 2009 have again seen

crowds packing the Home

Appliance halls. White

goods were introduced to

IFA for the first time last

year and met with huge

success, due to the fact that

these items and consumer

electronics are converging

among sales channels.

Proof of the success of

the IFA formula as a true

“lifestyle” show comes

through the fact that this

year, there are three extra

halls of home appliance

exhibitors, with new faces

including the likes of

Dyson and Russell Hobbs,

"Three extra halls

of home appliance

exhibitors this


not to mention countless

other small appliance


The enthusiasm of this

sector is extremely high.

This is particularly true in

Germany, where the market

has been resilient, up 3%

over the past year. This was

echoed in the weekend

keynote by Dr Reinhard

Zinkann (pictured, left),

Managing Director and

Co-proprietor of German

appliance giant Miele (see

feature – page 8).


04 > NEWS

07 > KEyNotE rEviEWS

12 > MArKEt & tECHNoLoGy trENDS

17 > MEEt tHE viSioNAriES


26 > ProDUCt trENDS


34 > trADE NEWS

37 > WHErE to Go iN BErLiN





Dr. Reinhard Zinkann, Managing Director and Co-Proprietor at Miele & Cie. KG

When Accessories

Become Essential!

All too often, accessories

are not taken into account

“upstream” of an A/V

installation, or are not

suggested by sales people

when consumers purchase

home entertainment

products. Good examples

are those of cabling and

mounting solutions.

Manufacturers and

distributors of accessories

have a very important

presence at IFA, and take

advantage of the event

to underline the fact that

they both add value for the

client, and add sales for

retailers! . See our special

section, page 21

Vogel's Product - Hall 25 / Stand 137

Chief Executive

Officer, De'Longhi


“Looking to the future, we intend to

achieve 5%-10% growth”

See page 7



Chief Operator

Officer, Member

of the Board of


Deutsche Telekom


“The future innovation of

telecommunications rests on open

collaboration between CE, computer

and telecom companies …"

See page 11




HALL 5.2


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

PAN_Avatar_230x60_IFA_Int_Cover_39L.indd 1

21.08.2009 13:39:43 Uhr




Announced bY

euronIcS AT IFA

EURONICS International, Europe’s largest

grouping in the consumer electronics

market, achieved sales totalling 14.4 billion

euros during last year’s trading. As a result

this cooperative group reported 14.3 per

cent growth in 2008, as reported at the

international press conference by the President

of EURONICS, Werner Winkelmann. Until now

EURONICS members have been affected in

widely differing ways by the economic crisis.

While sales in Germany, France and Italy were

in some cases even slightly above the previous

year’s level, there were significant decreases

in Spain, the United Kingdom and several

member countries in Eastern Europe in 2009.

Read feature article – page 35

Hall 23 / Stand 104

mIele SAleS boom

In AnnIverSArY


The family-owned company Miele & Cie.

KG is facing the second half of 2009

with confidence as it celebrates its 110th

anniversary. The company’s German General

Manager, Christian Gerwens, says he expects

a two to three per cent increase in sales this

year. “We are aware of a high level of demand

for energy-efficient home appliances”, he

says. IFA is a boon for the high-end appliance

firm: “In 2009 we expect sales to increase

by five to ten per cent compared with IFA

2008”, says Gerwens. This translates to tens

of millions of Euros in business.

Hall 2.1 / Stand 101

cHrISTmAS SAleS HIKe expecTed

For blu-rAY dISc plAYerS

According to the Blu-ray Disc

Association (BDA), by the end of

this year around one in ten of all

households will be equipped with

a BD player. Thanks to a greatly

expanded offering, reduced

prices and a far greater choice

of movies, this year’s sales are

expected to double during the

final three months. According

to Niels Leibbrandt, Chairman

of the European Promotions

PluralMedia, an advanced

training initiative, has been

launched at IFA Berlin. The

initiative aims to aid the service

sector, creating a link between

the manufacturers of appliances

and end-users. It provides

an opportunity for them to

acquire the latest, applicationbased

knowledge about

convergence, multimedia and

home networking. Participating

companies will be able to obtain

certification from the technical

supervisory organisation TÜV


PluralMedia has been developed

by the InfoTip company, a joint

IT service enterprise which has

been created by a number of

Committee of the Blu-ray Disc

Association, “It’s going to be a

blue Christmas”. For 2009 the

association is expecting sales of

Blu-ray Discs in Europe to reach

31 million, which is three times

as many as were sold last year.

More than 1,500 film titles are

already available in this new

format, with around 100 new

ones being added each month,

according to Nicolas Denissen,

manufacturers of leading CE

brands for the benefit of dealers.

The PluralMedia concept is

supported by the industry

associations Bundesverband


Telekommunikation und

neue Medien e.V. (BITKOM),

Bundesverband Technik des

Einzelhandels e.V. (BVT) and

Zentralverband Elektrotechnikund

Elektronikindustrie e.V.


"A survey has revealed that 19

million Germans do not know

to whom to apply to in order to

install modern entertainment and

communication technology”,

according to BITKOM Chief

Executive Dr. Bernhard Rohleder.

Director Media for the Internet

outlet Amazon. The fact that 47

per cent of households already

possess HD-compatible flat

screen TV sets but only six per

cent of them are able to receive

programmes of this quality will

help to boost demand, Niels

Leibbrandt explained.

plurAlmedIA oFFerS conSumerS A

STArTInG poInT For Home A/v Help

See special feature on Blu-ray Disc – Page 12.

And eleven million of them

would be prepared to pay

someone to come to their

homes and carry out such work.

PluralMedia offers consumers a

starting point for this process for

the first time.

The PluralMedia initiative is set to

be a model for other countries in

Europe, each of which have their

own individual issues concerning

retail training.

IFA International’s Wednesday

edition will carry a full detailed

report on the initiative as

part of our feature on home


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4 IFA International • Monday, 7 th September 2009


Koreans scoop eIsa Green awards

samsunG and LG eLectronIcs taKe awards

for “Greenest” products

wIndows 7

a “maIn

theme” at Ifa

The EISA Green Panel Awards

2009-2010 were announced

over the weekend at a ceremony

in the ICC in Berlin. The annual

award previously only pertained

to TVs, however this year,

mobile phones have also been

taken into account.

LG’s KM900, otherwise known

as the Arena, is not only striking

in appearance but is also the

‘greenest’ fully featured mobile

phone on the market today.

The Arena is up with the best

in terms of its environmentally

friendly packaging but sets

the standard in respect of

component and material

application, as analyzed by

SIMS Recycling. Beauty and

intelligence combine in the

Arena to produce a genuinely

Winner - European Green

Mobile Phone 2009-2010

-> LG KM900 (Arena)

‘green’ mobile phone.

Large flat screen TVs are

among the most power

hungry and intensively used

of domestic appliances.

Samsung’s UE40B7000 (black

version UE40B7020) is leading

the charge for fully-featured

TVs that deliver stunning HD

pictures while respecting the


Its advanced LED-based

backlight technology uses

significantly less energy than

traditional LCD TVs and even

complies with the stricter EEC

requirements to come. What’s

more, this ultra-thin panel also

allows for smaller and more

economic packaging, enhancing

its ‘green’ credentials.

Read more about the EISA awards – Page 33

The PC world is

buzzing about the

release of Microsoft

Windows 7 – said by

many to revolutionise

the market following

the luke-warm market performance

of the Vista platform.

Windows 7 is being shown to the

public for the first time at IFA 2009,

offering, according to Stefan Engel,

Chief Executive of Acer Computer

GmbH, “considerable B2B and B2C


The new Operating System features,

such as the support for touchscreens,

offers completely new

possibilities to users. Acer’s new allin-one

PC, the Acer Aspire Z5600

with touchscreen and Windows 7, is

being shown to the general public

for the first time at IFA 2009. This

manufacturer is also offering an

upgrade option on other items.

IFA International • Monday, 7 th September 2009 5

at w w



sPEctacULar GrOWtH



5%-10% GrOWtH” By Gary Smith

De’Lohngi Group CEO Fabio de’Longhi

At his keynote speech

on Saturday, DeLonghi

Group CEO and Vice-

President Fabio De’Longhi

revealed the reasons

behind the spectacular

growth of his company:

“At root, we are a company

that is always changing

and evolving because we

all believe that to survive

you have to re-invent your

company every day,” he

said. “And it’s a philosophy

that has turned a small

family-owned business

employing 320 people in

the 1970s into an operation

that now has offices in 24

countries, 6,500 employees,

five factories, a stock market

listing and a 2008 turnover

of €1.2 billion.”

The company is now

the world’s number one

Download Podcast

Download Video

at w w

manufacturer of oilfilled

radiators and the

European N o 1 in portable

air-conditioning and food

preparation (through

Kenwood). It is also

the global number one

manufacturer of espresso


This has all been achieved

thanks to a relentless drive

that made full use of the

strong industrial culture in

the family factory. “Building

on the know-how that we

already had and given the

oil shortage at the time,

we started making electric

radiators,” continued

De’Longhi. “But we quickly

realised that the product

cycle was a kind of trap in

that we would be making

the radiators starting in

January and then you’d

spend the whole year selling

your inventory. Despite this,

the company had a turnover

of €10 million by the end of

the decade.”

In the 80s, the company

expanded its product range

with the Pinguino portable

air-conditioning and

focussed on building the

brand through a high profile

Formula 1 sponsorship,

which put the brand on

the map internationally. It

also transformed the airconditioning

market forever.

“Previously, the airconditioning

market had

belonged entirely to

installers, but by building a

portable unit we broke that

monopoly and awareness of

the brand on the international

market grew significantly

as a consequence,” said

De’Longhi. “So by the end

of the 80s we had reached a

turnover of €370 million and

the number of employees

had more than quadrupled

to 1,400.”

As a result of the success

of the Pinguino, De’Longhi

felt the need to create an

international distribution

network. “It was time to

start opening offices abroad

and so we started with the

US and Mexico in 1986 and

it’s something that we’re still

working on. In 2009, we

opened offices in Portugal,

Brazil and Poland to bring

the total to 24,” he said.

Alongside the development

of the international

distribution network, the

company brought the

Alfredo oven to the market

and its first espresso

machine. Behind the launch

of the coffee-maker lies an

unexpected drama.

“We thought it would be a

good idea to acquire some

expertise so my father

bought an espresso machine

maker,” he said. “It was a

Friday when my father made

the deal but by the Monday

we realised that we would be

obliged to sell the company,

because all the company’s

customers said that if we

acquired it, they would no

longer buy its products. So

had to start from scratch but

in the end, that was no bad


By the end of the 90s the

company was employing

2,000 people and had a total

turnover of €550 million.

It also had a significant

global footprint. “The start

of the 21st century was very

important for us because

we were listed on the Italian

stock exchange and in 2001,

we bought Kenwood which

gave us a huge opportunity

in kitchen appliances,”

De‘Lohngi said.

“We were also faced

with the collapse of the

dollar, which obliged us

to relocate some of our

manufacturing to China

and that affected the way

that we did business. We

partnered with TCL in order

to market and manufacture

air-conditioning units for the

Chinese and Asian market.

We also got together with

Nespresso and both joint

ventures have been very


In 2008, the company had a

turnover of €1,2 billion and

now employs 6,500 people

globally. “Since relocation it

has been the supply chain that

we consider to be the most

important element, alongside

a meaningful regional

presence and customer-centric

organisation,” De'Longhi said.

“Looking to the future, we

intend to try to achieve

5-10% growth in revenues

year-on-year and we will

be trying to reinforce our

leadership positions in

various product categories.

Alongside that we will be

working hard to improve

our position in the kitchen

and ironing categories. We

are also looking at new

categories but we will not

be moving back into large

domestic products. We

stopped doing that and

we won’t be going back.

But you might see some

acquisition activity in the not

so distant future.”

Hall 6.1 / Stand 101

IFA International • Monday, 7 th September 2009 7

keynote review


AnD CArry on

ZinkAnn urges

inDustry to give

ConsuMers whAt they

Don't know they neeD

Keynote speaker Dr Reinhard Zinkann, Managing

Director and co-proprietor of Miele and Chairman of

the home-appliance division of the German industry

association ZVEI, talks exclusively to IFA International.

As you mentioned in

your keynote speech,

the economic crisis has

triggered a rethinking

process, not only across

the industry, but also

among consumers. Could

you elaborate?

The industry has to deliver

innovations that not only

meet the growing needs

of consumers, but also give

consumers good reasons to

buy a product right now.

The objective is to stay

calm in time of crisis. The

challenge is not to compete

on price, but to compete

on product. And the

relevant aspects are energy

efficiency, sustainability and

social responsibility. In a

nutshell, we need to deliver

products with lower energy

consumption and greater

user convenience.

How is Miele responding

to the crisis?

We are in a fortunate

position, because we

are at the top end of the

market, and durability and

sustainability have always

been our core values. They

have been our main focus

since the company was

founded 110 years ago.

Secondly, we have always

been technology leaders in

our field. A good example

was way back in 1929, when

the first global economic

crisis hit. At that time,

Miele introduced the first

dishwasher in Europe — and

it cost the equivalent of a

domestic maid's salary for

three years. Everybody in

the marketplace said, "The

people at Miele are crazy!

Nobody has asked for a

dishwasher, nobody needs

a dishwasher and nobody

can afford a dishwasher —

so why are they launching a

dishwasher?" Nevertheless,

our founding fathers

decided to go ahead with

the product, which was

way ahead of its time. So

our philosophy has always

been to think ahead and to

try to imagine products that

the consumer is not asking

for today, but that they will

want to use in the future.

So you will continue to

introduce products that,

in a sense, people didn't

know that they actually


Exactly and on the other

hand, to optimise the

products we have, to offer

the consumer even more

convenience. The slogan

of our company is 'Always

Better'. And Always Better

means being always

different and always asking

yourself what you can do to

improve your product.

In this respect, has

the crisis helped to

develop new ideas?

No, the crisis has nothing

to do with developing

new ideas, because our

development pipeline is 10

years and longer. Of course,

as a result of the crisis, some

people are trying to cut

costs here and there, but

we decided to stick to all

the goals we had already set

for development and new

product launches. And we

also decided to stick to our

marketing budgets.

You were talking about

introducing products that

people didn't actually

know they needed,

like the dishwasher in

1929. Do you have any

current examples of this


All I can say is that, for the

next two years, we have

a lot of innovations in the

pipeline. I'd like to give you

a recent example. When

we introduced the builtin

steam oven, which was

an idea inspired by Asian

cooking, nobody was

interested. Everybody said:

"We cook in a different

way in Europe, so we don't

need that." But now, we

are market leaders in steam

ovens, which are now in

their fourth generation. In

the beginning, we only had

one competitor, but now

nearly all our rivals have their

own steam-oven range.

Another example is the

built-in coffee machine. We

launched this at the time that

the espresso, cappuccino

and café latte craze had just

started. But we decided to

go in a different direction

from our competitors and

design a built-in coffee-

Dr Reinhard Zinkann, Managing Partner Miele & Cie.KG

maker rather than a freestanding

model. And it was

a huge success.

How are design trends

evolving at the moment?

There are a couple of design

trends coming up. Probably

the most relevant one is that

more and more products,

even in the lower price

range, now have electronic


Another trend is making

products easier to use and

understand. The principle we

follow is that, if we want our

products to last for 20 years,

then we need designs that

the consumer will still like in

20 years time. That means, if

we are too modern – if we

8 IFA International • Monday, 7 th September 2009

keynote review

slavishly follow every passing

trend in terms of colour and

materials – people are likely

to start thinking they look

old-fashioned after a certain

length of time. It might take

five years, maybe 10 years,

maybe 15 years, but people

change their ideas about

design and their tastes

change to. As our goal is 20

years of sustainability, we

believe it's better that the

consumer loves their Miele

product from first to last.

We want our consumers to

love our products because

of their value proposition

as well as because of their

design. As a result, although

I wouldn't call our approach

to design minimalistic, it's

definitely on the subdued


Could it be described as

'classic' design?

I'd call it classic, but modern.

Materials and colours may

change, but we like our

products to fit perfectly

with the design of the

kitchen, so we are looking

into integrated solutions.

In addition, there is a clear

trend towards open design,

with kitchens becoming

more and more part of the

living area. Dining spaces

are also increasingly being

integrated into the kitchen.

This means that kitchen

appliances and kitchen

cabinets are much more on

display today than they were

in the past, which makes

good design even more

important. If your kitchen

is situated somewhere at

the back of the house and

you just use it for cooking,

you will have completely

different design demands

than if your kitchen is part

of your living space.

What is Miele doing in

the area of sustainable


We believe that our

responsibility to the

environment is becoming

more and more important.

Miele products are designed

to last for 20 years. And

when they reach the end of

their lifecycle, we want them

to be very easy to recycle.

That means we look for

materials that can be easily

recycled and that will do no

harm to our environment. A

good example is our washing

machines, which have castiron

counterweights. All our

competitors use concrete,

but iron is very easy to


What are the major

trends in the homeappliance

sector as we

head towards the end of


As I mentioned earlier, two

major trends are lower

energy consumption and

greater user convenience.

And it's quite clear

that energy efficiency,

sustainability and social

responsibility will be hot

topics in the future.

I've been looking forward to

IFA – and one of the reasons

is that IFA brought a lot to

tHe APPeAL iS in tHe DetAiL

ZinkAnn emPHASiSeS tHAt tHe Home iS tHe Hub

of An emotionAL SociAL network

the market last year. As a

spokesman for the German

home-appliance association

ZVEI, I can say that IFA's

decision to include home

appliances was a major step

forward for all of us. IFA is

the only truly international

show covering all aspects

of consumer electronics

and, as a result, the entire

trade comes here to Berlin.

The channels for brown

goods, white goods and

many grey goods are

essentially the same and

now the trade can find all

the information it needs

in one place. That's not

only very convenient for

the trade, but it's also very

convenient for us, in that in

enables us to meet all our

important accounts during


Sustainability as an allencompassing


continues to gather

importance in the

domestic appliances

market, according to

Dr Reinhard Zinkann in

his keynote speech on

Sunday. “The level of

confidence people place

in a brand hinges on how

sustainable they believe

it to be, while products

need to give customers a

feeling of responsibility,“

he said. “Energy saving is

an incredible pull factor.

The question is ‘Will

consumers be willing to

spend more on using less?’

Yes they will. Customers

will pay a few hundred

extra Euros for something

more energy efficient.

But the product needs to

be right and it needs to

be capable of meeting

customers’ expectations

for sustainability”

Domestic appliance

companies must be kept

abreast of long-term social

trends, he observed, and he

referred to the burgeoning

trend for cooking as a

prime example of a steadily

ascending market. Healthy

eating and the use of

premium ingredients was

key to this trend among

the affluent, he said,

and domestic appliance

manufacturers should offer

premium products such as

the lava stone grill to meet

the high-end needs of this


“People are using excellent

ingredients in their kitchens

and they want to invest

in quality equipment,” he

said. He also highlighted

the importance of

appliances such as builtin

coffee machines and,

in particular, the premium

combi steamer. “No other

appliance offers such

diversity and convenience,”

he said. Zinkann focussed

on the issue of ‘cocooning’,

the current buzz word

of peoples’ increasing

tendency to withdraw into

private life.

“The home is the hub of an

emotional social network

and will have paramount

importance,” he continued,

“and people have more

exacting requirements of

appliances. We need to be

producing design that will

be timeless and not look

out of place in the home in

20 years time.”

IFA International • Monday, 7 th September 2009 9



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

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

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

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

Ferdinand Kayser

President & CEO


7 th September 2009

@ 9:45 – 10:30 a.m.

Location: Hall 7.1a, IFA

International Keynote Area

SES ASTRA, the right partner

for business - shaping new

markets, driving innovation,

developing HDTV. A recipe for

joint success

Statement of Motivation

As the most important Consumer

Electronics trade show IFA creates

strong impulses for the industry

and also gathers many of our

key stakeholders. IFA therefore

represents a perfect opportunity for

us to meet with our partners and

to align our business activities and

innovations in the field of satellite

broadcasting with their business

initiatives and objectives.

We are very pleased to participate in

this year’s IFA keynote that offers an

ideal platform to demonstrate how

SES ASTRA drives growth along the

value chain and creates business

opportunities for broadcasters,

hardware manufacturers, retailers

and installers.

Abstract of Speech

As the leading satellite operator in

Europe, ASTRA delivers services to

more than 122 million homes and

transmits more than 2,500 television

and radio channels in Europe.

Ferdinand Kayser, President &

CEO of SES ASTRA will show how

ASTRA drives growth along the

value chain and fosters innovation

in television by applying three

principles: partnership, neutrality

and innovation.

Using the example of HDTV he will

demonstrate how ASTRA is working

to build and grow new TV markets

and stimulate digitalisation.

With nearly 80 High Definition

channels from Europe´s leading

broadcasters ASTRA today

represents the most important

HDTV platform. The recent launch

of HDTV across Europe will create

new market dynamics and proves

that satellite remains unrivalled for

the transmission and reception of

broadcast television.

Find out how ASTRA´s neutral

market approach facilitates

different business models; creating

opportunities for broadcasters,

hardware manufacturers, retailers

and installers.

MEDiENPOLiTiK@ifA 2009

Location: ICC Berlin - Saal 3




Next Generation Broadcast –

a new era is about to begin.

New business models and

technological developments are

shaking up the media industry

structures and setting new


The specialist forum

medienpolitik@IFA 2009

examines the fundamental

changes in the media industry,

which are currently amplified by

the transition to high-definition

media, the digitisation of

broadcasting networks, the

ability to individually address

end devices, the continuing

integration of IP technologies

in broadcasting and consumer

electronics devices, as well as

an ongoing convergence as a

result of increasingly networked

households, the availability of

broadband internet access, and

satellite and cable reception.

medienpolitik@IFA targets

media policy decision-makers,

journalists, experts from

federal state broadcasting

corporations and federal

government, representatives

of private and public sector

networks, the CE industry and

dealers, associations with a

media industry focus, experts,

scientists and interested


7 th September 2009 @ 2-3 p.m.

Welcome to high definition – will HDTV be the driving force behind


Is the new standard of television viewing sufficient as an argument to

introduce audiences to the world of digital HDTV? How can we accelerate the

digitisation of households and help to make HDTV a success?

8 th September 2009 @ 12a.m.- 1 p.m.

Welcome to the digital world: interoperability – an opportunity?

Digitisation goes hand in hand with commercial business models which

are increasingly focused on addressability and encryption. Can we halt the

fragmentation of the markets by ensuring interoperability?

8 th September 2009 @ 2-3 p.m.

Welcome to convergence – does anyone still know their way around?

The networked living room and hybrid devices which bring TV broadcasting

and internet broadband to a single screen are proof that the world of

convergence has now finally arrived. At the same time new alliances of

content providers and industry are being forged. Do consumers and regulators

still know their way around? Who are the winners and losers in this process?

10 IFA International • Monday, 7 th September 2009

at w w





Download Podcast


Download Video

at w w

The future innovation of

telecommunications rests on

open collaboration between

CE, computer and telecom

companies, said Hamid

Akhavan in his keynote

speech on Saturday. The

COO and Member of the

Board of Management at

Deutsche Telekom AG, was

outlining the ways in which

telecommunications can

drive the digital lifestyle.

“We have to open up

our innovation into a

collaborative model,” he said.

“We do risk allowing third

party developers to access

the network capabilities that

we have, and our legacy

business could be at risk

of cannibalisation. But on

the other hand, we know

the only sustainable model

in the long-term is to have

collaborative innovation."

Akhavan said that


companies would benefit

from new revenue sources,

while third party developers

would have access to

enabling capabilities that

they would not otherwise

have. But the most

important benefit would be

to the consumers, he said.

“They will see thousands

of new products coming

to market, based on the

best ideas and the best

capabilities, all combined

as a result of this open

collaboration,” he said.

Akhavan highlighted how

far telecommunications

has come in the last two

decades, from the very

first SMS message – ‘Merry

Christmas’ – in December

1992 to the 3.5 billion text

messages now sent globally

each day. Innovation

in the industry is on an

“acceleration pa th”, he

said, adding that the rate of

innovation will increase now

that the focus is on software,

rather than hardware.

Consumers are driving the

telecoms revolution, he

observed, and listening to

the customer is the most

important part of innovation.

But he stressed how ever

increasing functionality

has slowed the progress of


“85% of consumers

complain that technical

complexity is a burden,”

he said. “We mustn’t let

functionality get in the way

of usability.”

One solution is to have

services on the network,

instead of the device, he

said, with a ‘single signon’

that will enable users

to access everything from

their webmail to eBay with

just one log-in. Networks

will automatically detect the

type of device being used, he

said, and re-format displays

accordingly to optimise the

image quality.

“Today’s utmost mark of

quality is simplicity,” he said.

Akhavan went on to outline

what Deutsche Telekom had

learned from listening to

its customers. “Customers

are driving this telecoms

revolution,” he said, “and

listening to the customer is

the most important part of


He said that customers have

a real need to participate

and share with friends and

communities. Customers

reported wanting features

such as time-shifting and

video-on-demand (VOD).

He also predicted that

mobile phone will be the

primary source of music in

the near future.

“We are empowering users

to define what they want

and helping to shape their

preferences,” he said, before

referencing a quote from

Thomas Edison – “There is a

way to do it better – find it”.

Hall 6.2 / Stand 101

Hamid Akhavan, COO, Member of the Board of Management Deutsche Telekom AG

IFA International • Monday, 7 th September 2009 11






In 2009, Blu-ray title prices

have declined rapidly

and the pricing gap is

narrowing, according to

Futuresource Consulting’s

price tracking service.

The service shows that in

February the average Bluray

price for new release

movies in the UK was

£27.29. By the beginning of

August this had dropped to

£16.74 – a sizeable decline

of 40%.

Catalogue pricing has also

fallen, but not by such a

significant amount. From

an average price of £16.87

in February, this dropped

to £14.25 in August;

representing a decline of

15%. When looking at the

average catalogue price

across the three largest

e-tailers, (Amazon, Play

and HMV), the price drop

is far more significant, with

the average catalogue price

hitting £11.22.

Back in Q4 2008, both in

the USA and the UK the

premium for purchasing a

new release title on Bluray

compared to DVD was

between 30% and 80%.

However, for catalogue

BD titles this premium

was considerably higher,

and in some instances

was as much as 300%.

Although it has never been

disputed that consumers

will pay more for Blu-ray,

the premium in the market

in 2008 was clearly not


“Pricing is becoming an

increasing area of focus

for Blu-ray,” says Alison

Casey, Head of Global

Content at Futuresource

Consulting. “Although a

number of new BD releases

are beginning to achieve

healthy sales volumes,

catalogue titles continue to

disappoint. The retail price

of Blu-ray titles, particularly

when compared to DVD, is

a key factor in holding back

sales. Research shows that

Blu-ray player owners are

making a value judgement

call when deciding whether

or not to pay the Blu-ray

premium; often continuing

to buy some titles in

standard definition.”

“The focus on Q4 this year

is intense and many in the

UK home video industry

believe it will be the most

challenging yet,” says

Casey”. “In judging the

success of this critical sales

period, it will not be just

about units shipped, it will

also be about the price the

consumer pays. As a result,

the weekly tracking of DVD

and Blu-ray prices is likely

to become even more of

a focus for the industry as

we move into the run up to


Average Price For New Release

Movies On Blu-ray Declines By

40% Between February and

August 2009

(Source: Futuresource Weekly Online BD &

DVD Price Tracker)

Hall X.X / Stand XXX

12 IFA International • Monday, 7 th September 2009




Blu-ray Disc Association's Niels Liebbrandt: "The Blu-ray market continues to go from strength to strength"

It may have been a

difficult year for the wider

CE industry, but Bluray

continues its market

ascent, as consumers see

the undeniable benefits

of the format on their flatscreen


For Niels Liebbrandt,

Chairman of the Blu-ray Disc

Association (BDA) European

Promotion Committee

and Senior Manager of

Technology Marketing at

Sony, 2009 has been an

exciting year. "Despite the

difficult economic conditions,

the Blu-ray market is

continuing to grow," he said.

"Consumers are increasingly

aware of HD technology and

there is a growing demand

for products and services.

It's no wonder that Blu-ray

is once again a hot topic in

Berlin." Although 47% of

European households now

own an HD-compatible flatscreen

television, only 6%

are receiving HD broadcasts.

Blu-ray can provide these

households with unrivalled

HD picture and audio quality,

unlocking the true potential

of their televisions. "More

and more film fans are

discovering the rich detail

and vivid colours delivered

by HD formats," Leibbrandt

said. At IFA, the BDA's

members are presenting a

wide range of new Blu-ray

disc players, from entry level

up to high-end models. With

the average price of Blu-ray

discs also falling, investing in

a player has never been so

attractive. "A wider range of

players and the constantly

growing availability of BD

titles in all genres is providing

a huge boost to the Blu-ray

market," Leibbrandt added.

"In 2009, we expect there

to be 31 million Blu-ray discs

sold in Europe, which is three

times as many as last year. In

addition, with over 20% of

European homes expected

to be BD-enabled by the end

of 2011, the Blu-ray market

continues to go from strength

to strength." Unsurprisingly,

the BDA chief is feeling

positive: "In Japan, which

has enjoyed HD broadcasts

across many TV channels for

some years now, close to

70% of the already large Bluray

market comprises models

that also record. That's a sign

of the future for Europe and

the US." He added: "We are

now starting to see DVD

players being replaced by Bluray

players, along with a large

and growing presence of HDenabled

screens in homes

and a downward price curve

that greatly resembles what

happened when the DVD

market started to really catch

fire. But perhaps the most

exciting development is that

we have already established

the guidelines for 3D Blu-ray.

There will be no compromise

on quality. We will have

finalised the specifications

by the end of the year and

I expect the first discs to

appear in 2010." A key player

in terms of Blu-ray innovation

is Philips, which unveiled

a range of BD players at

its IFA press conference,

including a new SoundBar

model and several full hometheatre

systems. The Philips

SoundBar with Ambisound

is aimed at design-conscious

consumers looking for

superior sound and picture. It

also incorporates a complete

home-theatre system, with

integrated HD Blu-ray disc

playback for sharp images

in Full-HD 1080p and an

optional dock for iPod. The

Philips' range of hometheatre

systems offers a

great listening experience

combined with HD Blu-ray

disc playback. The HTS7540

full home-cinema system is

aimed at consumers with

more space. It includes a

5.1 system, which delivers

HD pictures and surround

sound in a stylish design.

With its four floor-standing

pillars, magnetically shielded

centre speaker and 8-inchhigh

subwoofer, the system

is designed to deliver bestin-class

audio quality for all

kinds of content. The news

this week that Toshiba — the

company that led the charge

against Sony's BD with its HD

DVD format — has introduced

its first Blu-ray disc player

this week, gives the format

the final seal of approval.

Toshiba's BDX2000 provides

1080p digital and supports

Blu-ray Disc Profile 2.0, which

Sony calls BD-Live, to take

advantage of interactive

features through an ethernet

connection. It offers a variety

of downloadable content

with Blu-ray DVDs, including

bonus scenes, shorts, trailers,

subtitles and interactive

movie-based games. The

Toshiba player features a

polished-front panel that

drops down to reveal the

player's primary functions.

The device can be connected

to digital TVs using an HDMI

connector. Connecting to

Toshiba's Regza LCD TV

enables the user to control

both devices from a single

remote control.

IFA International • Monday, 7 th September 2009 13




The worldwide markets

for consumer electronics,

audio/video, photo, IT and

telecommunications are

continuing to expand in

spite of the crisis. In 2009,

consumers will spend 2%

more on products in the

audio/video, photography,

IT and telecommunications

segments, with total global

expenditure for the year

as a whole forecast at EUR

494 billion (USD 706 billion).

These are the findings of a

continuous survey carried

out by GfK Retail and

Technology in more than 80


With sales growth of

8%, Japan is currently

the region with the most

rapid expansion, followed

by Africa with growth of

6% and China with 5%.

A decline of 3% in North

America and 5% in Europe is

expected. The three largest

product categories are also

enjoying an uninterrupted

growth trend. Mobile

phones and televisions each

increased by 4% in terms

of value, while consumer

PCs grew by 2%. In each

of these categories, which

account for 78% of the total

market, innovation is the

main growth driver. This is

underlined by new products

such as smart phones,

flat-screen televisions and

notebooks. The smaller

product groups also made

a positive contribution to

the overall development; for

example, the global sales

volume of Blu-ray players is

expected to grow by 117%

this year, with sales of

portable navigation devices

rising by 17%.

Consumer electronics

in Europe

In 2009, European consumers

will spend around 11% less

on consumer electronics.

Aside from the general

economic environment,

one of the main reasons

for this development is the

negative sales trend in flatscreen

televisions, previously

a key pillar of growth. This

is due to the rapid fall in

average prices, which is

more than offsetting the

current volume growth. The

highly encouraging threedigit

growth in the area of

Blu-ray players is not enough

to compensate for declining

sales in the TV sector.

GfK Retail and


All in all, 50% of sales in

the first half of the year

were generated in the three

largest West-European

countries. Germany

accounted for the highest

share of 19%, followed by

the United Kingdom with

16% and France with 15%.

The rest is spread across the

other 24 European countries

for which GfK Retail and

Technology collects regular

comparable data. Current

sales development in

Europe as a whole, which

is based on the euro, is

being impacted by negative

exchange rate effects from

the United Kingdom and

various Eastern European

markets. The following chart

shows the developments

in the individual countries

adjusted for exchange rate


GfK is forecasting total

European consumer

electronics sales of

approximately EUR 54 billion

in 2009.

TV sets: further

growth in demand

As in previous years,

televisions remain one of

the key growth drivers in

the European consumer

electronics market in terms

of units sold, with demand

rising by 25%. At the same

time, however, constant

price pressure meant that

sales declined by 7%.

The reasons include the

continued strained economic

situation in a number of

countries, as well as the

high growth rates recorded

in the first half of 2008,

which was characterized by

extremely high sales due

to the European Football

Championship. While

traditional CRT televisions

are essentially irrelevant

nowadays, one in every eight

euros is spent on a plasma

TV. Thus, LCD TV now takes

the lion’s share of 88% in

turnover, with particularly

big increases in the larger

screen sizes of 37 inches

and more. 32-inch screens

remain the most popular

segment, being chosen by

one in three customers. In

light of these trends, GfK

is forecasting sales of 43.5

million LCD and 4.3 million

plasma sets in total Europe

in 2009. Full HD TVs are

becoming increasingly

popular and now represent

49% of LCD TVs and 23%

of plasma TVs sold. The

average expenditure on

televisions in the first half

of 2009 has fallen at just

under EUR 600. There were

declines within segments

with similar product

features; for example, 37-

inch LCD TVs and 50-inch

plasma TVs each recorded

losses of 20%.

The generation of additional

consumer demand, and

hence price stabilization,

will depend on the success

of new features such as

LED backlights and 200Hz


DVD players and

recorders: market

buoyed by Blu-ray


The European market for

DVD players and recorders

is becoming increasingly less

significant. In the first half

of the year, the number of

units sold declined by 13%,

with sales by revenue falling

by as much as 20%.

The traditional DVD player

market declined by 14%

in terms of units sold and

25% in terms of sales.

These losses were partially

offset by the strong growth

enjoyed by Blu-ray players,

which quadrupled their

sales in the first half of 2009

compared with the same

period of the previous year.

However, sales growth in

the Blu-ray segment was

less pronounced on account

of the sharp fall in prices

(to an average of EUR 252

between January and June


At +147%, however,

development remains

extremely positive. This

means that Blu-ray players

are now responsible for onethird

of sales in the European

DVD player segment. Sales of

DVD recorders fell by 32%,

meaning that this product

category now accounts

for only 41% of the overall

DVD hardware sector. GfK

is forecasting sales of 18.7

million traditional home

DVD players, 2.1 million Bluray

players and 4.6 million

DVD recorders in 2009.

14 IFA International • Monday, 7 th September 2009







Europe: Consumer electronics - turnover by countries

Consumer Electronics / Hardware*


Sales Value %**

Turnover by Countries

1. Half year 2009 vs 1. Half year 2008

Source: GfK Retail and Technology





Great Britain














Other Western Europe







Other Eastern Europe


1. Hy. 2009

Total (in €): 12%

* TV / Video / HiFi / Portable Audio / Car audio

* * All in Euro except of development rates Great Britain, Russia, Other Easter Europe (in local currencies)

Source: GfK Retail and technology

Hall X.X / Stand XXX

IFA International • Monday, 7 th September 2009 15

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.


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 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


Large home appliances –


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




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


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


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 –


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.

Meet the visionaries

sKY-hiGh eXPeCtations

ses astra's sateLLite PLatForM Drives DiGitaL-tv UPtaKe

Ferdinand Kayser, President


believes his company can

play a stellar role in the

rapidly evolving media

landscape. He tells IFA

International why…


helped to stimulate the

growth of digital TV in


Today, 50% or 122 million

out of the 243 million TV

homes in Europe are already

receiving their TV content

digitally. And this success

has largely been driven by

SES ASTRA and the satellite

infrastructure in general.

The digitalisation rate

of satellite is three times

higher than that of the

cable networks. One of

the reasons for this is that

our infrastructure is already

100% digital, which means

we do not need to upgrade

in order to go digital. We are


Today, satellite provides

more than a quarter of all

TV households with their

digital TV signals. Last year,

SES ASTRA alone gained

6.1 million digital-satellite

households, reaching a

total of 47.2 million digitalsatellite

homes in Europe.

These figures show that

we are clearly a leader in

terms of the digitalisation of

European television and we

intend to remain so in the


HDTV has been slow to

take off in Europe. What

has SES ASTRA done to

promote this? And what

else can be done to

stimulate uptake?

SES ASTRA is a pioneer of

HD and has been involved

with its introduction in

Europe from the outset.

We have worked closely

with the industry to help

develop the HD-Ready

standard. Moreover, by

driving digitalisation in

Europe, we have establish

the foundations for the

launch of HDTV. There is

no better infrastructure

for HDTV transmission

than satellite in terms of

reliability, bandwidth and

geographical reach.


broadcasts nearly 80 HD

channels from Europe's

leading broadcasters and

reaches 3 million HD homes.

As a result, we are the most

important HD platform in


And there is more to come.

By 2010, we expect to

be broadcasting 100 HD

channels. With the steady

launch of additional HD

channels, digitalisation will

be boosted still further.

More than 100 million HD-

Ready TV sets sold in the

European market prove that

the TV viewer is ready for

HDTV. We are convinced

that the growing number

of HD channels will further

drive the proliferation of HD

equipment in the European

market. We also expect to

have almost 50 million HD

viewers in Europe by 2013,

with satellite being the

largest distribution platform.

We were the first to talk

about HDTV and we will

continue to inform viewers

about its advantages. But in

the end, I'm convinced that

the brilliant pictures and the

exceptional sound quality of

HDTV speak for themselves.

Where do you believe

satellite is headed with

regards to IPTV?

SES ASTRA transmits 2,500

TV channels and services,

and serves 122 million

households in 35 countries

across Europe and North

Africa. We are fully convinced

that satellite is, and will

remain, the most powerful

infrastructure to broadcast

television to large territories and

markets. Hundreds of channels,

large bandwidth and broad

geographical reach no other

infrastructure is able to come

close to such performance.

The technological advances

of satellite constantly

breathe new life into the

broadcasting industry. Take,

for example, HD and 3D.

We expect the demand

for satellite bandwidth to

increase significantly over

the next few years. This is

why we are investing nearly

400m this year in order to

both replace and grow our

capacity offer.

Looking at the competition

from new technologies such

as IPTV, we believe we are

also well positioned. We

have expanded not only in

the geographical sense, but

we have also grown our

business along the value


As a neutral technicalservice

provider, we not only

deliver direct home services

to millions of households,

but we also serve cable

and IP infrastructures and

customers, including KDG,

T-Home and Orange. And

we also invest in new

technologies, such as

broadband, mobile TV and

hybrid reception.

In the last month, a new

consortium to which we

belong, HbbTV which

stands for Hybrid Broadcast

Broadband TV launched

an initiative to harmonise

SES ASTRA'S Ferdinand Kayser: "There is more to come"

broadcast and broadband

standards. The aim is to

build a homogeneous

receiver population,

providing customers with

the combined richness of

broadcast and broadband.

"SES ASTRA transmits

2,500 TV channels and

services, and serves 122

million households in 35


IFA International • Monday, 7 th September 2009 17

on the show floor

no lIMIts wIth lG’s new

BorDerless tVs

sl9000 leD BACKlIt lCD sets AnD

sl8000 UnVeIleD At IfA

LG Electronics unveiled two

new home entertainment

products at the 2009 IFA

that define LG’s theme for

this year, Live Borderless .

According to LG Electronics,

this will instantly make sense

to anyone who sees the

company’s Borderless TVs,

which appear to be a single,

uninterrupted sheet of glass,

as well as they are the first

TVs to completely eliminate

the seam between the

screen and the surrounding

bezel. “We want LG to

be the top name in home

entertainment,” said Simon

Kang, CEO and President

of LG Home Entertainment

Company. “To make that

happen we’ve listened

closely to our customers

and have invested heavily

in product development.

The Borderless TVs we’re

introducing show exactly

what we’ve accomplished,

setting new standards in

home entertainment. These

TVs look better than any

others on the market and

the viewing experience

they provide is second-tonone.”

LG is introducing

two Borderless TVs, the

SL8000 and SL9000, which

blend modern style and

technological innovation. LG

say that they have dedicated

significant research and

development efforts in their

new design with the goal of

breaking out of the accepted

conventions of how their

TVs are supposed to look.

The Borderless SL9000 LED

Backlit LCD TV delivers state

of the art picture quality to

compliment its cutting edge

design. Its LED backlight

makes possible a dynamic

fine contrast ratio of

3,000,000:1. Other features

include Bluetooth and HD

DivX compatibility.

The SL8000’s stylish

exterior hides a top-end

Full HD 1080p SuperIPS

panel, which can be finely

tuned using LG’s Expert

Mode. TruMotion 200Hz

ensures that fast onscreen

action is super sharp and

a dynamic fine contrast

ratio of 150,000:1 gives

the TV impressive clarity.

LG’s in-house Intelligent

Sensor reduces energy

consumption, helping

to make both TVs more

environmentally friendly.

LG was able to create the

super-slim SL8000 Model

by developing their own

Injection Compression

Molding technique. Special

laminate films reduce glare

and improve picture quality.

Upgrades to the invisible

speaker system enabled

LG to make powerful

sound an integral part of

its Borderless TVs, while

retaining their slim profiles

and seamless finishes.

In addition to its new

LCD TVs, LG’s home

entertainment highlights

at its stand in Hall 11.2

will include innovative and

stylish plasma TVs, home

theatre systems, video

devices, data storage devices

and projectors. LG will also

debut several new smart

technologies built into its

products. In order to enable

audiences around the world

to have a say in LG’s newest

offerings, the company is

organising a forum with top

European tech bloggers.

LG will further extend its

online reach by fully utilising

social networking tools such

as Facebook and Twitter.

And German artist Edgar

Mueller will create 3D works

of art related to the Live

Borderless theme at Berlin’s

Hauptbahnhof (Central


Hall 11.2 / Stand 101

Hall X.X / Stand XXX

IFA International • Monday, 7 th September 2009 19


The Hama Power Line

The iPhone to HDMI converter

The VGA/Stereo to HDMI Cable




After 10 years in Hama's

R&D, Karl Schabert is

now Team Leader of the

accessories manufacturer

and distributor's customerservice


Combining his experience in

product development with

what his team learns about

customer needs, Schabert

now advises the company as

to what products it should

be developing. "Cables

are now a vital part of

our accessories business,

but they will become less

and less important in the

future," he said. "This is

partly because cables are

something that most people

prefer to hide away and it's

partly because of the sorts

of products we are currently

developing. For example,

the HDMI Power Line

adaptor, which can be used

to transmit content from a

PC or a hard disk to your TV

set, is a device of the future.

But it's also a classic example

of the sort of prototype

that has come directly from

customer feedback. There

is a significant and growing

demand for devices like


The Power Line has a

broadcast range of up to

100 metres, is completely

secure so that neighbours

cannot pick up the signal

and also features a remote

control that operates the

media source from the room

in which the TV is located.

"Power Line will be available

by the end of this year and

we expect it to retail for

around €300," Schabert


Continuing with the HDMI

theme, Hama has also

developed a cable accessory

prototype that allows

devices that do not have an

HDMI output to be viewed

on TV by correcting the

resolution and digitising

the output. "It's called the

VGA/Stereo to HDMI Cable

and it's very close to being

launched. It will be out at

the beginning of October

and will be priced at around


Perhaps the most impressive

prototype currently being

developed is the iPhone

to HDMI converter. "This

is a piece of firmware that

up-scales the 700:400

and 640:480 output of

an iPhone or iPod Touch

to 1080i," Schabert said.

"That means you can watch

content in Full-HD on your

TV from those devices

without any compromise

on quality or any problems

with pixelation. Videos and

TV series that have been

downloaded from iTunes

can also be watched in HD."

External speaker systems are

another area that Hama is

watching closely. "As screens

become thinner and thinner,

there is inevitably some loss

of quality in the onboard

speaker systems," Schabert

said. "And until there is

a major breakthrough

in speaker technology

that precludes the need

for traditional resonance

chambers, we are sure to

see a rise in demand — not

necessarily in multi-speaker

systems, but certainly in

three-way sets."

What extra value do you

get from a 120 dB cable?

Is it really worth the extra


Hama's Karl Schabert

believes it is: "The extra cost

is mainly about the quality

of the shielding and there

are solid reasons to invest

in a good cable, especially

in the modern world, where

there are so many potential

sources of interference.

We do a demonstration

for the public on the Hama

stand, which shows what

happens to picture quality

when someone is using a

common household device,

such as a power drill, near

a TV connected by a poorly

shielded cable. It's obvious

that it really affects the


With many TVs connected

by cables with little or

no shielding, Schabert

recommends a minimum of

75dB: "Among the nearly

17,000 accessories we offer,

the very best cable is 120

dB. I would recommend

that anyone living near a TV

transmitter, a mobile-phone

mast or even a railway

line should invest in a well

shielded, quality cable."

Hall 7.2C / Stand 101

IFA International • Monday, 7 th September 2009 21






Anyone who has been

frustrated by unsightly wires

trailing from their TV or

multimedia devices should

welcome the solution

offered by the new 8000

Series from Vogel’s.

The Vogel's cable column

accessory conceals cables

and is specially designed

to complement the next

generation of flat-screen

mounts. Ultra-thin (just

2cm/0.8-inch), this spacesaving

column comes in

lengths of 64 and 94 cm

(25.2-inch / 37-inch) and can

hold up to 10 cables. The

cable column is also supplied

with an A/V support


“The A/V multi-support

module offers neat storage

space for all of your AV

equipment just underneath

the flat screen,” said Ingrid

Rutjens of Vogel’s. “You

can adjust its height, width

and depth to fit any size of

device. Consumers can add

another dimension to their

viewing position with the tilt

module. This can be moved

up or down by 15 degrees,

making it easier to see the

screen, while lying on the

sofa or in bed. A smart

AutoLock single-click system

holds the module safely in


The latest addition to the

8000 Series accessories line

is the universal cable cover.

An alternative to the cable

column, the cover is also just

2cm thick. Easy to mount

and made from aluminum, it

is available in several colours

and two different models,

both 94cm/37-inches long.

The small version can hold

up to four cables (EFA 8740)

and the large version can

hold up to eight cables (EFA


Hall 25 / Stand 137

VOGELS 8000 motion+ set



XF228 AnD LF228 DESIgnED FoR


Sanus Systems , a division of

Milestone AV Technologies,

is shipping two new

VisionMount HDpro Series

full-motion wall mounts

with the easiest postinstallation


technology available.

Models XF228 and LF228

are being offered within

the Sanus HDpro Series,

a collection of products

designed specifically for

professional AV installers.

“We’ve really listened to the

needs of pro-AV installers

and have put a lot of thought

into the engineering of our

HDpro products,” said Steve

Frank, Sanus Director of

Product Management. “The

features on the new XF228

and LF228, from postinstallation

adjustment to

cable management, make it

incredibly easy for an installer

to create a professional TV

display in any room, and in

significantly less time than

is required to install mounts

without these features.”

The XF228 and LF228 also

offer 28 inches (71 cm) of fullmotion

extension, Virtual

Axis tilting technology for

effortless viewing angle

adjustment without the use

of tools, and an open wallplate

design that provides

generous space for cable

management. In addition, a

patent-pending adjustable

tension ring(s) allows the TV

to move freely, so it’s easy

to find and keep the perfect

viewing angle.

Hall 25 / Stand 125

How Close Can You Get?

Sanus Super Slim Tilting Mount Positions TVs Just 20 mm (0.82”) From the Wall


New tilting model for ultra-thin mounts

offers low-profile depth and exclusive

design features for quick installation and

ease of use

Sanus Systems, a division of Milestone AV

Technologies, the largest manufacturer of flat panel

TV mounts worldwide, has announced it will be

shipping the VisionMount VLT15 Super Slim Tilting

Mount in Q4, 2009. Sanus introduced the new Super

Slim mount category in July with an initial offering of

two low-profile models. Sanus Super Slim mounts are

designed to maximize the sleek appearance of ultrathin

LCD and plasma TVs, allowing them to be placed

extremely close to the wall, and are the only mounts

in the industry to offer post-installation adjustment

and cable management features at such a low-profile


The VLT15 saves valuable time for installers, while

maintaining excellent tilting capabilities with the

exclusive Adjustable Virtual Axis tilt technology.

Innovative design features make the Super Slim VLT15

easy to install and use.

• INDUSTRY FIRST - Adjustable Virtual Axis

tilt enables up to 10° of tilting capabilities and

accommodates TVs of variable thicknesses to

prevent unwanted sagging when the TV is in an

upright position.

• ProSet post-installation height and leveling

adjustment allows up to 1.3 cm (50") of movement

for perfect TV positioning.

• A locking mechanism securely holds the TV to

the wall plate and locks with an audible “click,”

indicating proper installation.

• Quick-release tabs stay hidden but can be pulled

down to unlock the TV from the wall plate, allowing

easy access behind the TV.

• ClickStand props hold the TV 7.8 cm (3.08") from

the wall for additional work room when needing to

get at cables or AV component hookups.

• A unique rail design allows the installer to shift

the TV left or right on the wall plate for desired

placement, even with off center studs.

Universal TV brackets allow Sanus Super Slim mounts

to support most LED, LCD and plasma TVs. The VLT15

supports TVs from 94 – 165 cm (37"-65") and up to

68 kg and will be available in Q4 2009.


Inside Sales & Customer Service Department

Milestone AV Technologies BV

(p) +31 (0)40 2324700

(f) +31 (0)40 2324710

Visit Sanus @ IFA: Hall25 / Stand 125

IFA International • Monday, 7 th September 2009 23




The new Monster Cable

iCarPlay Wireless 800

lets music lovers transmit

their favourite songs

wirelessly via their iPhone

or iPod through any

FM radio station, while

simultaneously charging

the device using Monster's

smart charger circuitry.

Sound solution: Monster's new

iCable 800

To provide a clear sound,

advanced audio circuitry

rejects cell-phone

interference, while the

external antenna improves

signal transmission.

Best of all, the iCarPlay

Wireless 800 is equipped

with Monster's innovative

M-Drive multi-function

control — a one-knob

feature that lets users keep

their eyes on the road at all

times. It also features the

Auto-Scan 3D, which finds

the best available radio

station in the area.

"Monster has always

been the iPod and

iPhone accessory leader,

setting new standards

in industrial design,

technology, innovation,

product performance and

packaging style," said

company CEO Noel Lee.

"Now we are building on

this commitment with

a host of new products

that will make it easier

than ever to enjoy all

your favourite iPod and

iPhone entertainment on

the road. All our Apple

accessories are designed to

offer value-added features

and lifestyle benefits at

the best possible price,

while allowing users to

expand the performance

capabilities of their Apple

products in new and

exciting ways."

Monster also offers

options for consumers with

auxiliary input-equipped

stereos in their cars. Unlike

wireless transmitters, the

new iCable 800 for Car

with Xtra Low Noise Double

Helix cable construction

provides a direct wired

connection to a car's

audio system, allowing it

to deliver music with full

fidelity, completely free of

static and FM interference.

For users who want to

be able to charge their

iPod or iPhone on the

road, the iCarCharger

1000 uses a 30-pin dock

connector to charge the

device, while playing

audio through a minijack

cable with internal

cable management. It also

features built-in navigation

controls on the back of the

cigarette-lighter adapter

plug, enabling easy music


Hall 1.2 / Stand 126




The Logic 12 remote control

has an LCD screen that

displays the functions of each

of the original remotes that

it is replacing. Designed for

maximum comfort, the new

remote can control up to 12

devices and is compatible

with the majority of brands

currently on the market.

The Logic 12 can also be

customised. Programming is

a simple matter of visiting the

Meliconi website in order to

gain access to the enabling

codes. Alternatively, place the

Meliconi remote in front of the

device it is replacing and it will

learn the functions via infrared.

The device also allows

the user to customise key

functions for optimum ease of


Hall 25 / Stand 136

IFA International • Monday, 7 th September 2009 25











By Richard Barnes

In the run-up to this year’s IFA, in order to give IFA visitors the

most in-depth coverage of the market currently available, we

travelled to Asia to get the “inside line” on what’s happening

with the world’s top manufacturers.

Here, we take you to Sharp’s HQ in Osaka, as well as visiting the

Kameyama II plant… and bigger things are in store.

When we talk about a

Generation "whatever"

plant, this pertains to the

size of the “mother glass”,

the substrate from which

LCD panels are cut to

form the heart of current

day LCD TVs. Basically, the

bigger the substrate, the

more cost effective it is

to produce large screen

TVs. But producing a very

large mother glass like

the Generation 8 at 2160

× 2460 mm is not easy.

Visiting the Kameyama II

plant in central Japan, we

witness the huge waferthin

shimmering sheets

of glass being shuttled

delicately by robots from

one part of the plant to

another, before finally

being churned out as

gleaming new LCD

TVs. Kameyama II also

exports pre-cut panels to

Europe where they are

assembled into TV sets. At

Kameyama we also take

a sneak peek, with Sharp

PR person Juri Katsuragi,

at some of their stateof-the-art

products and

technologies, such as

one with a built-in Bluray

Disc recorder, or a

triple-view set that allows

people to watch different

programmes on the same

screen from different

parts of the room!

Following the visit, Juri

accompanies us back to

Osaka where we meet

with Yuji Nishiyama, Vice

President and Deputy

General Manager —

Planning and Marketing

— Audio-Visual Systems

Group for Sharp Corporation.

We ask the simple

question that begs to be

asked… What are the

latest big developments

in LCD TV?

Last year you already spoke

about the XS-1, and we

were very proud to have

launched the “High End” of

the spectrum… a little like

the F1 racing car of LCD TVs!

This set included an RBG

backlight with local area

dimming with a very thin

profile. From this, we have

been able to take advantage

of the technology and

apply it to future products.

This will in fact be our

cornerstone on which we

build for the future. We

indeed believe that the LED

backlight is the way to go.

It’s mercury-free and its

advantages include reduced

electrical consumption, so it

is environmentally friendly

and has the potential to

further increase picture

performance. But the LCD

panel, technology wise,

has not yet reached its full

potential. There are many

aspects that can be improved,

such as the response time,

colour reproduction and

viewing angle. We can

continue to bring exciting

new developments into

the market. Some people

claim that PDP has some

advantages, but these can

now all be addressed with

LCD technology.

Talking about environmental

consciousness this

is very much part of your

company’s philosophy.

Please tell us more about


We are very proud that we

established the Kameyama

factory with the aim of

bringing not just new

technology but also making

it environmentally friendly

such as a water recycling

system that completely

purifies water generated

during manufacturing

processes. We are very

proud of that. We are

also ‘aggressively’ using

renewable energy, namely

from solar panels that

together with a cogeneration

facility supply

one third of the electricity

we use. This factory is a

symbol of our commitment

to be friendlier to the


Customers are aware of this

and in Japan they actually ask

for panels and sets produced

in this plant… the “Made in

Kameyama” brand. Where

it’s made, how it’s made

and the environment, are all

important in terms of raised


The TVs themselves

are becoming more

environmentally friendly


As for the XS1 set, the

annual power consumption

for the 65-inch model is

down approximately 26%

compared to Sharp's 2007

model. We launched the

32” DE5 that uses about

half of the energy of the

previous year and just

a quarter of the energy

of similar models on the

market five years ago. LCD

itself already represented a

much more energy efficient

development and we are

pursuing how to reduce

energy consumption even

more, such as in stand-by

mode, to enhance customer

convenience. We also pay

attention to the materials

used in producing LCD

TVs, by carrying out tests

on products for chemicals

and working to abolish or

reduce the use of chemicals

that have a negative effect

on people's health or the


Please tell us about the

Sakai plant, where you

are ahead of schedule.

When the economy

crashed, the government

applied counter measures

to stimulate the trade. It’s

called eco-point. When

you purchase a product in

this programme you get a

rebate, and this is helping to

increase demand here. Also,

we’re seeing healthy growth

in the Chinese market

despite tough competition

from local manufacturers. In

26 IFA International • Monday, 7 th September 2009


order to meet that demand,

we decided to enhance

capacity at Kameyama and

to bring forward the launch

date for Sakai. We plan

to start operations at the

new Sakai plant in October,

which is ahead of our initial

plan to start in March

2010. Despite the worldscale

economic recession,

we have already had an

improvement in demand

overall and we are in a good

position to take advantage

of this and have a strong

next year. The Sakai plant

is not exclusively Sharp, but

it’s more like a 21st century

style industry collaborationmanufacturing


There are glass and colour

filter production facilities

alongside. With the

production of LCD panels,

efficiency matters such as

the distance of transporting

component parts, so we

save both money and cut

down on CO 2

emissions by

grouping these processes in

one place. We have adopted

environmental lessons from

the Kameyama plant and

work together with Sakai’s

local authorities and utility

companies to implement

environmental policies and

practices from which other

companies on the site can

also benefit. There has been

a lot of cooperation between

all companies involved and

we’re happy to take the lead

in this.

What new products are

on show at IFA?

At IFA we are going to

release the new series LE

600 and 700 which are

going to adapt some of the

technology we learnt from

building XS1. In the current

economic climate in Europe,

it is not the time to put in

something extra that will

push the price higher. It is

like adapting the technology

from an F1 racing car for

an ordinary automobile.

It demonstrates to the

client that by using the LED

backlight technology, the

picture quality can be

further enhanced, and these

sets are the cornerstone for

building future LED backlight

TVs. So the XS1 is high end

and the 600 and 700 series

are affordable sets using

future technology. A wider

range of people will be

able to buy LED backlit TVs.

The new sets will be using

white LED technology and

will be reasonably priced.

We are pushing the trend

for larger size LCD TVs, and

with the launch of the Sakai

plant we can reinforce this

trend with the ‘key-size’ LCD

TV being 60”. Especially in

the US and Chinese markets,

they find 60” a decent size

as the centrepiece for their

Sharp stand at IFA 2009, showing new range of LED backlit LCD TV's.

Home Theatres, yet at an

accessible price point.

What’s your long term

vision for the consumer

TV market?

We’re in the midst of working

on that. We need to create

more value for the customer

while remaining competitive

in the market. Simply

competing on price does not

bring new customers. We

need to attract more diverse

consumers rather than just

attacking the same markets.

For LCD TVs, our company

direction in the near future

is to aggressively shift

totally towards the LED

backlighting system. We

have an adequate R&D

history in LED technology

and we recently announced

that we are entering the

LED lighting sector with

9 different models. The

physical shape is like a regular

screw in light bulb and fit in

the same sockets as ordinary

incandescent bulbs. In other

words they are simple and

easy to use as replacements

for ordinary lamps. They also

feature adjustable colour

and dimming functions.

These are perfectly adapted

for the Home Theatre

environment as they change

with the movie, not only in

intensity but also the colour

of the light. We saw the

potential and invested in

manufacturing LED technology,

so now it makes

sense for us to pursue LEDbacklighting

system for LCD

TV. In device technology

we produce LED, Solar and

LCD panels and we continue

to look for ways to foster

these technologies and

to incorporate them into

finished goods.

LCD technology continues

to improve rapidly in

performance, so it would

be very challenging for any

other technology to catch

up and become viable. The

LCD panel industry is such

a big industry now, as it

attracts more technological

advancements because it is

competitive and has a lot of

potential and attracts further

investment to improve upon

it, so I am not too concerned

about the future.


Hall 3.2 / Stand 101

IFA International • Monday, 7 th September 2009 27



NEW 6x BLU-RAY BD-R recordable disc fastest on markET

Verbatim president Gary Milner

40 years since founder

Reid Anderson began

loading data tape into

cassette casings in a

San Fernando garage,

Verbatim are celebrating

this significant anniversary

at IFA this year

by launching the fastest

Blu-ray BD-R disc on the


“Reid was a pioneer who

recognised the emerging

market potential for digital

data storage and since then

we have never stopped

innovating,” says Verbatim’s

new president Gary

Milner. “Verbatim is now

synonymous worldwide

with high-quality storage

media.” Today Verbatim is

part of Mitsubishi Kagaku

Media (MKM), and their

focus is very much on the

security of data stored

on Verbatim products.

“Encryption and security are

an important and growing

market segment, both

for the private consumer

and for corporate and

governmental agencies,”

says Rüdiger Theobold,

Verbatim Marketing and

Business Development

Manager. “That means the

protection of sensitive data

through secure 128-bit

encryption as well as robust

and safe casings that protect

data stored on our hard disk

drives from knocks, drops

and dust.” The portable

500 GB Verbatim Secure

HDD protects data through

their VerbatimSync Software

that both synchronizes

and encrypts data stored.

The importance of data

encryption means that

Verbatim now offers secure

data storage solutions

across the whole of their

range. Renowned for their

optical storage media,

Verbatim entered the hard

disk drive market at IFA two

years ago. The new InSight

model features a data screen

displaying the designated

drive name and data usage.

Technological changes in

the digital data storage

business continue to evolve

at a rapid pace. Verbatim

launched the fastest 25GB

Blu-ray BD-R with a 6x

recording speed this year

at IFA. “External hard drive

and flash memory products

continue to grow rapidly,

but it is with the double

layer DVD and especially

in the Blu-ray arena that

we are anticipating a lot

of exciting opportunities

in the forthcoming year,”

comments Milner. Verbatim

also have a double layer

50GB Blu-ray BD-R at 2x

speed and a competitively

priced 25GB 2x speed Bluray

manufactured using

AZO dye technology, a

process owned by their

parent company Mitsubishi

and used in regular products

such as CD-R. “Blu-ray today

is relatively small but it is

set to grow exponentially,”

says Milner. “The Japanese

market is more substantial

with 40 million recordable

Blu-ray discs sold in the

past year with just 4 million

in Europe. This is about to

change though with the

imminent growth of HD TV

in Europe boosting sales

as Blu-ray BD-R is the ideal

format for recording and

archiving HD TV. In the UK

for example the BBC HD

channel will permit you to

record and time shift their

HD programming.” Further

innovations for Verbatim at

IFA this year include the USB

– Executive, a portable hard

drive range that they boast

are 25% faster than standard

USB portable hard drives.

The portable drives now

come in a range of striking

colours and there is even

a limited edition gold USB

2.5 inch HDD to celebrate

their 40 th anniversary. The

MediaStation HD DVR is a

new multimedia network

hard drive with 1 TB

capacity which features

full functionality as a home

multimedia player and

recorder. It is an expansion

of the MediaStation range

that Verbatim launched

last year. “The demand

for storage is increasing

exponentially. People like

collecting, archiving and

storing by nature,” observes

Milner. “Customers want a

high quality product that

is very secure and, as the

market increases, there is a

need for all four different

types of data storage devices

that we offer. Our extensive

distribution base gives the

Verbatim brand a broad

reach. Worldwide we are

the no.1 brand for optical

media storage.”

Hall 12 / Stand 119

What is the ROBBY WASH?

The Robby Wash is a white ball with blue rubber

bumper, containing washing granules

(macromolecules) whose effectiveness has

been tested and proven.

This unique, exclusive system will

revolutionise the way people do their


How does ROBBY WASH work?

There is no more need for detergents,

just put the Robby wash in your washing

machine for astounding results!

How it works: 270g of macromolecules are

equivalent to 60Kg of washing powder, all you have

to do is to refill it whenever you need to. The activated

macromolecules are gradually released through the

wash, dissolving dried-in stains by generating ions

which activate the water molecules. The increase in

pH enables the activated molecules to penetrate deep

into the fabrics and attach themselves to the stains. As

the motion of the drum agitates the clothes, the stains

come off easily and dissolve into the water.

Save money…

…and the planet

Hall 6.1 / Stand 204a

28 IFA International • Monday, 7 th September 2009





Setting a roadmap for

the European Home

Appliance industry is

difficult unless one goes

to the heart of Research

and Development in

the field and looks at

what’s being planned

for the next 3-5 years.

In its ongoing role

of educating and

informing the market,

IFA International paid an

exclusive (and rare) visit

to Samsung’s Research

and Development Centre

in Suwan-City, Korea, to

get the “inside story”.

We spoke to the head

of R&D for Samsung’s

Digital Appliance

Division, Dochul Choi.

How is Samsung

achieving ever-increasing

energy efficiency in its

household products?

Our goals are much the

same across the whole

range. Intelligence is being

used heavily in digital

entertainment devices and

now IT. So by utilising the

strong IT technology we

have in Samsung, we can

improve efficiency, also in

our home appliances.

So there’s more and

more intelligence being

built into your devices?

Correct. We intend to use

bigger PBAs and we may

well use more powerful

chips that offer better


What are the main trends

that we can expect to

see in the next two to

five years?

Because usually in the

kitchen, space is limited.

So what we are doing is

developing, for constant

cavity volumes, better

(L-R) Richard Barnes, Editor-in-Chief, IFA International and Dochul Choi, Senior Vice-President, Samsung R&D Team, Digital Appliance Division

and more useful internal

dimensions to offer the


You also research the

look and feel as well as

the industrial design of

these appliances at your

R&D Centre. Can you tell

us about this?

We believe that we

understand our customerbase

pretty well. It’s

important to keep evolving

so that our products always

have a modern look. The

traditional white goods

look is less essential, as

there is a trend towards an

‘IT’ or ‘CE’ look.

You trained as a jet and

rocket scientist and now

you work for Samsung.

On an internal level,

does Samsung work

differently from other

companies in terms of


Samsung is perfect for

any engineer who has

ambition. The company

gives you room to grow and

basically you can pursue

any idea that you want.

There are no limitations.

In Samsung there is much

more freedom and we

don’t have to go looking

for funding to pursue an


So does that mean that

the good ideas get to

market quicker?

Yes. There is no overly

vigorous control, which

is just one of the many

strengths of Samsung.

Is that the biggest


Yes it is, because Samsung

White Goods are not

market leaders yet. So we

do have to keep adjusting

our products and doing it

as quickly as possible. .

Is there a lot of

difference between the

White Goods markets in

Europe, Asia and the US

in terms of product likes

and dislikes?

There is and that’s one

reason why you need speed

of product turnaround.

Every country has different

tastes and preferences and

their kitchen culture is very

different. Clothes washing

habits are different too.

You have to adjust your

products accordingly.

France and Germany

are really quite similar

as markets, whereas the

differences between

Germany and the US are

much more significant. In

the US, it’s all about scale,

because they typically shop

once or twice per month,

so they want a big freezer.

In fact, they usually want

two freezers because they

have the sort of space that

many European countries

do not.

Is Samsung doing

anything to increase

its overall energy


Yes, we’ve carried out

internal studies to see

which of our manufacturing

processes produce the

most CO 2 in order to

evaluate how good we

are as fellow citizens. The

conclusions form the basis

of an efficiency drive that

we are putting in place

across all our factories.

Also, in terms of packaging

we have stopped using

styrofoam, replacing it

with reinforced paper

packaging. In our European

factories we are burning

Butane, which is a natural

gas and less pollutant, plus

we’ve started looking at

using CO 2 for refrigerators.

Hall 20 / Stand 101

IFA International • Monday, 7 th September 2009 29


Dirt Devil's Fantasy



Dirt Devil grew by 20% in

the first six months of 2009.

President and CEO Ralf

Lindner believes this is

more than a reflection of

Dirt Devil's quality and

innovation. It is also a result

of the growing 'homing'

trend across Europe, he

said, as recession-battered

consumers retreat to the

safety of their nests.

"A study of German saving

habits conducted by ING-

DiBa found that 34% of

Germans want to spend

more time at home," Lindner

added. "And we believe this

trend will catch on in other

countries as well."

Lindner also believes that

Dirt Devil, with its range of

top-end products for midmarket

prices, is uniquely

positioned to benefit from

homing. Take its Infinity

VS8 Turbo, which offers all

the bells and whistles the

consumer has come to expect

from bagless muticyclone

vacuum cleaners powerful

performance, clean exhaust

air, washable filters, easy

emptying, practical parking

but without the hefty price

tag. The VS8 Turbo retails

for just €99, "which is a third

of the cost of comparable

products on the market",

Lindner observed.

The Dirt Devil chief was

also upbeat about the new

Fantasy range, which is half

way between a compact,

hygienic, super-suction

vacuum cleaner and an

objet d'art. The Fantasy

The Dirt Devil Infinity VS8 Turbo: form and functionality

models come in three

elegant, oriental designs at

the equally attractive retail

price of €69. "We wanted

to make Fantasy the obvious

choice for women," Lindner

said. "It's turned out to be

one of the star performers

of IFA 2009."

He added: "Last year's

IFA was overwhelmingly

successful for us and this

year is shaping up to be

equally profitable."

Hall 3.1 / Stand 203


High performance and

low power consumption

are on top of the modern

consumer's wish list when it

comes to microwave ovens.

In response, Sharp has

come up with a new line

of compact combination

microwaves with grill, which

look as good as they cook.

The R-667A series offers

microwave or quartz-grill

functions coupled with

innovative design. All the

models also have vegetarian

and low-fat modes, making

them ideal for healthconscious


"Nowadays, customers want

a wide range of functions

coupled with low power

consumption," said Beate

Moresmau, Marketing

and Product Manager for

home appliances at Sharp

Electronics Europe.

"A healthy diet is also

important and this is exactly

where our microwaves come

into play. By pressing the

applicable button, the Sharp

microwave automatically

calculates the right cooking

time for healthy food


Sharp's multifunctional

microwave grills also offer

various food-preparation

modes. The R-667A series'

six microwave power

levels and 12 cooking and

defrosting options can cook

any dish to perfection, from

a vitamin-packed vegetable

meal to crispy chicken


Hall 3.2 / Stand 101

The Sharp R-667A microwave: healthy respect

IFA International • Monday, 7 th September 2009 31





Left to right:

Brendon Gore

Hav Avôt

Jin Jeong

M. S. Park

Jorge Gonçalves

Peter Weber

Wilfried Oppermann

Jooree Cho (right) NDS/SDI Project Manager

speaking with Wilfried Oppermann

Jorge Gonçalves and Peter Weber


reading NDS/SDI

IFA has definitively become the place at which major initiatives for the Consumer

Electronics and Home Appliance industries are born and developed.

This was again the case on Saturday with the announcement by EISA during a

press conference, artfully orchestrated by Peter Weber (Head of the Press Working

Group for ZVEI) of their first Best European Green Mobile Awards. This now comes

alongside the Best European Green TV awards launched in 2005.

In a impassioned presentation,

Han Avôt (Vice-President of

EISA) strongly underlined the

urgency of the problem at

hand and the total ignorance

of the greater part of the

general public.

EISA, in cooperation with

ZVEI and IFA and with the

media support of Cleverdis

(producers of IFA International

and NDS/SDI Sustainable

Development Initiatives), has

decided to take the problem

in hand with the objective

of better educating the

market and allowing the

manufacturers who invest

heavily in “green” solutions

to receive a just and rightful

Return on Investment.

It’s thus an even more

particular “hats off” that

should be given to this year’s

two winners: Samsung for

the Green TV with their

UE40B7000 model, and

LG for their KM900 mobile


The acceptance speeches

of LG’s Sun Jin Jeong and

Samsung’s Brendon Gore

were particularly well

received, spotlighting the

heightened consciousness

of these two major

manufacturers with respect

to environmental issues.

The objective clearly expressed

by all those at the conference,

including Messrs. Jorge

Gonçalves (President of EISA),

Peter Weber (Head of the Press

Working Group for ZVEI), Han

Avôt (VP of EISA), Wilfried

Oppermann (Manager

Sustainability & Environmental

Projects of Panasonic); Dr Ab

Stevels (head of the Green

Awards — Professor from the

Delft University of Technology

Design and publisher of

“Adventures in Eco-Design",

is to cause manufacturers to

accelerate their efforts in this

fi eld.

IFA International • Monday, 7 th September 2009 33

trade news


“being 11,000 km away

from europe, ifa is for us

an unmissable event.”

In this section, every

day we will field the

thoughts and opinions

of buyers at IFA. Today,

we are very happy

to welcome Daniel


the Island of Reunion.

IFA International: What

are your main reasons

for coming to IFA?

IFA is a unique

opportunity to meet the

highest number of our

current partners but also

to look for new potential


How are your

company's supply

strategies changing at

the moment? Why?

Our company has been

importing brands of the

highest standard in terms

of quality for 15 years.

Nowadays, our customers,

mainly local retailers, are

satisfied by the quality

of service we deliver

among our permanent

2000 products and are

asking for a wider range

of products and solutions.

That leads us to look for

new partners.

How have issues

of sustainable

development been

affecting your

purchasing decisions?

At the end of the day,

the end user decides the

trend. We tend to favour

“green products” as

long as they match price

standard and end user

expectations. We are also

part of the “Green Island”

project as an ecologically

responsible company.

How important is IFA

for you as a forum for

learning more and

"networking" and why?

Manufacturers usually

reveal lots of innovations

at IFA. As we are 11,000

km away from Europe, it’s

an unmissable event. It is

also a unique opportunity

to meet the decision


making a stand for brands

korea regroups under "korea

technology applied" banner

By Joanna Stephens

Like the slogan 'Intel

Inside', Francis Kang

wants 'Korea Technology

Applied' to run through

his industry's DNA, acting

as both a brand message

and a statement of intent.

"I want to distinguish the

Korean pavilion from all

the other national stands at

trade fairs such as IFA," said

the Director of the Korea

Electronics Association

(KEA). "And I believe the

slogan Korea Technology

Applied will help to achieve

that. I want it to be instantly

recognised around the

world and throughout our


Kang is in Berlin with an

18-strong delegation of

Korean companies from

across the consumerelectronics

(CE) spectrum.

Among the products to be

found along the 'Korean

corridor' are portable media

players and car-navigation

systems; 'smart' bidets and

language-learning devices;

video-phones and energysaving

technology for PCs

and peripherals.

"We see IFA as a gateway

to the world, especially

Europe," Kang added. Our

mission here is to push that

gate open a little bit further

and share our cutting-edge

CE products with more

people from more countries

and cultures."

It is a mission that appears

to be working: Kang

reported a steady steam

of international buyers to

the Korean pavilion in the

opening days of IFA. This is

particularly welcome in view

of the challenging economic

climate, which has taken its

toll in Korea as in other Asian

territories, amid fears that it

could presage a repeat of

the 1997-98 crisis.

"From the fourth quarter

of 2008 until the second

quarter of 2009, the

situation in Korea was very

severe," Kang admitted.

"However, our finance

ministry announced in July

that the Korean economy

had bottomed out and

is now rebounding. Even

better news is that Korea

appears to be recovering

very fast from the downturn.

In the CE goods market,

that recovery is being led

by the semi-conductor and

mobile-phone sectors, both

of which are once again

performing strongly. So we

are beginning to receive

good signals from the


KEA, which was founded

in 1976 and now has more

than 400 members, not only

acts as a bridge between

Korea and the rest of the

world, but also serves as

a conduit between the

country's CE industry and its

government. "We represent

the interests of our members

both commercially and

politically," Kang said. "And

we also organise Korea's

leading IT show, KES, which

is held every October and

has played a pivotal role in

the growth of the Korean

electronics industry."

In 2009 KES 40th anniversary

year and the 50th

anniversary of the Korean

electronics industry, the

event expects to welcome

over 1,000 companies from

30 countries to its 53,500

m 2 m exhibition venue in


"The Korean market has a

strong 'prosumer' culture,"

Kang said. "As a result, a lot

of foreign companies choose

the Korea as a test-bed

for their new technology."

He added that KES 2009

themes include the green

home, wearable computing

and the 'digital hospital'.

Switching the focus back to

Korea Electronics Association's Francis Kang: "We see IFA as a gateway to the world"

Berlin, Kang reported that

Panix Electronics languagelearning

devices had been

generating particular

interest among buyers and


The Panix range includes the

PX-V2, billed as the world's

first dictionary combined

with a portable audio

component, which features

a recorded word list, a

'word-repeatable' system

and a personal 500-word

'reminder' function.

Kang also cited Hyundai

Ubis, which is rapidly

making a name for itself in

the car-navigation market.

The company's range of

blackbox-style products

combine ease-of-use

with stylish design, and

conform to the stringent

ISO9001/14001 standard.

Hall 26 / Stand 711

34 IFA International • Monday, 7 th September 2009

trade news

eUrOnICs: CrOwded Calendar at Ifa

eUrOnICs wIll extend Its exClUsIve mOdel prOgramme that

has already been a great sUCCess In germany By Emmanuel Poidevin

Euronics International has

consolidated its position

as the biggest buying

group across Europe in

the consumer electronics

(CE) market, achieving

over e14.4 billion sales

in 2008. The company

encompasses 29 countries,

and its members have

so far been affected by

the recession to widely

differing degrees.

“The wide variations in

turnover growth have a

ripple effect,” said Euronics

International's Managing

Director, Klaus Lahrmann.

“Not all European countries

are affected equally and

simultaneously by the

consequences of the

economic crisis. Of course,

this also applies to our

members. The reasons

for this are the significant

differences in local market

structures and consumer

preferences". Spain was

particularly hard hit by the

recession, while the United

Kingdom was affected by the

exchange rate fluctuations

and some East European

members suffered marked

setbacks. But the global

sales figures decrease (by

almost 11% since January

2009) is in many cases

mainly due to the massive

collapse in prices, although

not in demand. In order to

compete in European retail,

Euronics will extend its

exclusive model programme,

that has already been a

great success in Germany. By

doing this, says Lahrmann,

the company can strengthen

its industry partnerships.

“Euronics gives the industry

every incentive to agree a

series of exclusive models in

future years, which only this

co-operative partnership

will distribute,” he says.

“Our contracts guarantee

our industry partners top

quality in Europe-wide

marketing.” IFA Berlin offers

an outstanding platform for

the international CE sector.

Well-known international

brands of white goods

were clearly strengthened

at the Berlin event in 2008.

And Lahrmann welcomes

the opportunities that IFA

2009 will present. “This has

made the calendar more

crowded,” he says, “but we

are looking forward to the


Hall 23 / Stand 104

(L-R) Chairman Werner Winkelmann and Managing Director Klaus Lahrmann

IFA International • Monday, 7 th September 2009 35

going out

Where to go



The hollywood

Media hoTel

Brilliant service in a

distinctive atmosphere.

Berlins first movie hotel celebrated

its grand opening in 1999.

Founded and operated by the

world famous film producer Artur

Brauner, the unique 4-star-hotel

Hollywood Media Hotel is centrally

located on the famous shopping

boulevard Kurfürstendamm.

The Hollywood Media Hotel’s

182 luxurious rooms, suites and

apartments are each dedicated

to famous international movie

stars and film directors. A walk

through the hotel is an adventure

in itself as you can find various

memorabilia, posters and photos

outlining the glorious history of

the international film community.

All the rooms are equipped with,

Minibar, Dolby Surround and

Internet Access (W-LAN), VOD.

They also have 40-50 square meters

apartments, which are situated

above the roofs of Berlin on the 6th

floor and are additionally equipped

with a kitchenette and balcony.

In 2008, the Berlin Media Hotel

received the "Certified Conference

Hotel" from the German Business

Travel Association. The 10 state

of the art conference rooms

are equipped with the latest

technology and large windows

provide the rooms with a bright

atmosphere. The hotel owned

cinema-theatre boasts 100 seats, a

stage and is an ideal venue events.

In the newly designed wellness

and fitness centre “Cleopatra”,

you can relax with a steam or

Finnish sauna, solarium or enjoy a

workout in the fitness centre.

The restaurant “Bel Air” offers rich,

tasteful buffet style breakfasts.

With a view of the “Hollywood

Hills” you can enjoy the evening

and choose between a large

selection of hot and cold dishes as

well as custom designed menus.

Kurfürstendamm 202

10719 Berlin

Tel : +49 30 889 100

Metro: U1-Kurfürstendamm / U9-



ResTauRanT 44 aT


Your special IFA location.

Enjoy Berlin from the bird’s eye view

and experience the Kurfürstendamm

live! The modern, elegant ambience

of the Restaurant 44 invites you

to enjoy the delicacies of the

degustation menu from the young,

creative chef, Danijel Kresovic.

Instead of offering just one starter

and the main course the guest can

choose different dishes that come

up to one course. The guest has free

choice in his combination.

“The various dishes offers the guest

the possibility to choose different

versions”, says Kresovic. Guests

who prefer the traditional order of

the menu have surely the alternative

to get a degustation course in the

size of a typical main course. The

terrace of the Restaurant 44 offers a

special location for an outstanding

IFA business lunch. Since fall 2008

the terrace is home to a unique

herb garden. There are nearly 60

herbs, from purple chilli Ecuador to

Persian mint and all are used in the

restaurant dishes. The Restaurant

44 offers 100 seats and is opened

between 6:00 am - 10.00 am (for

breakfast), 12.00 noon - 2:30 pm

(Lunch) as well as from 06:00 pm -

10:30 pm (Dinner)

Augsburger Straße 44

10789 Berlin

Tel: +49 30 22 01 02 288

Metro: U-Augsburger Strasse/U-


IFA International • Monday, 7 th September 2009


going out

> Riva BaR

Shut off from the outside world by

thick velvet curtains, Riva is a chic

cocktail bar in one of Berlin's most

popular nightlife districts. Named

after Luigi Riva, a '70s Italian soccer

star whose picture hangs behind

the bar, this popular establishment

can get very busy at weekends.

The barmen will happily mix you

whatever concoction you fancy. All

drinks are half price during happy


Riva has a glowing bar in the

centre of the railway viaduct arch

that it is housed in. DJ Fritz spins

on weekend nights, and the range

of over 150 cocktails is available.

In summer, the terrace offers great

views of the landmark TV tower.

Dircksenstraße Bogen 142

10178 Berlin

Tel: +49 30 2472 2688

Metro : S-Hackescher Markt/U-


> 40 seconds

Clubbing in heaven.

It takes exactly 40 seconds for the

elevator to go to the 8th floor,

where the club is located and

hence the name. This beautiful roof

top club gives a breathtaking view

of Potsdamer Platz. Experience a

great party night in Berlin’s world

of rooftop dining and dancing.

Right next to Potsdamer Platz,

you can find Berlin’s most famous

elevator to go up to club level on

the eighth floor.

The club is walled with windows

that give a panoramic view of

Berlin. This view gets even better

at night, when the lights of the

club mix with the lights of the city.

Most fashionable Berliners come

here to start their night with a

drink and to enjoy the view over

Berlin from the dance floors and

the 3 rooftop terraces. The interior

decor is modern lounge style with

white leather sofas everywhere.

Going to the club at the weekend

is a must for an opportunity to

observe Berliners as they party all

night long.

Potsdamerstr. 58

10785 Berlin

Tel: +49 30 890 642 41

Metro: U-Potsdamer Platz

> BeRlineR


“Myth Germania”

Shadows and traces of the

Imperial Capital.

Berliner Unterwelten is a unique

opportunity to see places the

public normally has no acces to:

the underground of Berlin.

The exhibition “Myth Germania-

Shadows and Traces of the

Imperial Capital” sheds new light

onto the historical site around

the river Spree near Central

Station and the former ministerial


The exhibit spans from the

disastrous collapse during

construction of the North-South

S-Bahn line, to the planning

of the “Great Hall”, through

to the accumulation of rubble

in so-called mounts of debris

(like the “Teufelsberg”) during

Berlin’s post-war reconstruction.

Particular attention is paid to the

consequences of the “relocation

plans” for Berlin’s Jews.

For this exhibition, the Berlin

Underworlds' Association has

assembled years of its own

findings on this subject, together

with the latest research available.

A large variety of photos, building

plans and architectural models

- of the “Great Hall” and the

“North-South Axis” - complement

the prepared texts. In addition to

this exposition the Association

offers In-depth tours of Berlin´s

underground secrets from WW2

and the Cold War

Brunnenstrasse 105

13355 Berlin

Tel: +49 30 499 105 17

Metro: U-Gesundbrunnen /


> The aBBa sToRy

Thank you for the music.

The legendary Swedish cult band

ABBA continues right up to the

present day to exert a phenomenal

appeal. The quartet may no longer

appear together on stage, but fans

and latter-day followers can now

witness the seeming resurrection

in the ABBA-Story “Thank you

for the music”. Brought to the

stage by successful producer,

Bernhard Kurz (“Stars in Concert”,

“Phantom of the Opera”, “Cats”,

“Starlight Express”), the show

carries the audience right back to

the party atmosphere of the 70s.

The two-hour spectacular features

all ABBA’s greatest performed

by artists who not only look

astonishingly like the original lineup,

but also exactly reproduce their

sound. In small, amusing episodes,

a presenter chronicles the meteoric

rise of the band, beginning in 1974

when they won the Eurovision

Song Contest in Brighton with

the hit song “Waterloo”. The

presenter is none other than Uwe

Hübner, a well-known authority

on hit singles. The concert is a very

special homage to the band and its


Daily open

Wed-Sat 20:30 pm

Sun 19:00 pm

Sonnenallee 225

12057 Berlin

Tel: +49 30 6831 0

Metro: S-Sonnenallee

Berlin is the city of diversity.

And we know all about it!

Hotels. Tickets. Infos.

+49 (0)30 - 25 00 25

or locally in our BERLIN infostores

(Berlin Main Station, Brandenburg Gate,

Neues Kranzler Eck, ALEXA Shopping Center)

38 IFA International • Monday, 7 th September 2009

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