Preview Edition - 2018 Edition

PREVIEW 

EDITION 

Monday 27 th August 2018 

Hall 3.1 / 102 

Hall 6.2 / 203 Hall 8.2 / 101 

CONTENTS 

05 > NEWS 

20 > IFA+ SUMMIT 

21 > IFA NEXT 

22 > TRADE TALK 

24 > EXCLUSIVE INTERVIEWS 

26 > CONSUMER LIFESTYLE 

– SNEAK PEEK 

35 > SPOTLIGHT ON TAIWAN 

37 > WHERE TO GO IN BERLIN 

Smart, smarter, smartest 

IFA 2018 conjugates the ultimate in innovations 

and thought leadership 

TRADE TALK 

Dieter 

Mathys 

Managing 

Director, 

Expert 

International 

GmbH 

The POS is gradually becoming 

a POE (point of emotion and/or 

experience). See page 23 

THOUGHT LEADERS 

Smart and connected 

devices for the home, 

powerful AI applications 

that are deeply integrated 

in consumer electronics 

and wellness products, and 

TVs with ever better screen 

quality are among the 

big trendsetters that will 

dominate IFA 2018, the 

world's most important 

trade show for consumer 

electronics and home 

appliances. 

co-innovation takes on 

meaning as developments 

in one field lead to flow-on 

developments in another, 

and yet another. 

THE 

TRANSFER OF 

HIGH-TECH TO 

THE WORLD OF 

CONSUMERS 

IS INCREASING 

EXPONENTIALLY 

David Kaiser 

German Country Manager, 

Alexa Skills 

Alexa will become very 

important for end users because 

voice is the more natural interface 

to interact with technology. 

See page 24 

Jens 

Heithecker 

IFA Executive Director 

See our exclusive interview, page 9 

Voice control, smart 

devices, artificial 

intelligence and 8K 

television are all among 

the major trends this year. 

And as technical trends 

criss-cross one another, 

bringing what used to be 

very different sectors to 

work together, the term 

Nowhere else in the world 

do all the elements that are 

part of this new ecosystem 

come together as they do 

at IFA. With the show just 

around the corner, we give 

you a sneak peek in this 

issue of just some of what 

is to come. 

Georg Walkenbach 

Managing Director of Beurer 

Board member of ZVEI 

The health market is preforming 

well. The activity trackers area is a 

very competitive market that is being 

rivalled by the smart watch category, 

which is still growing. See page 25 

SNEAK PEEK 

In this preview edition of IFA 

International, we report from the 

recent IFA Innovations Media Briefing 

in Berlin, which gave a number of 

exhibitors the chance to tease more 

than 300 journalists from around the 

world with innovations that will be on 

show from August 31. 

From page 26, you’ll discover the 

latest trends and product news, from 

more companies getting into the IoT, 

to manufacturers improving display 

technologies to the best yet, while 

innovations in the kitchen, across 

small domestic appliances and large 

domestic appliances are sure to 

resonate with consumers in-store. 

© Messe Berlin GmbH.

NEWS 

EDITORIAL 

Richard Barnes 

Editor-In-Chief 

IFA – MORE THAN EVER 

A GLOBAL THINK-TANK 

Jo Seong-Jin 

CEO, LG Electronics 

Dr IP Park 

CTO, LG Electronics 

The line-up of speakers this at year’s IFA is yet again proof of the 

show’s veritable role in the field of thought leadership. 

The keynotes – firstly an incredible double-header from LG, 

followed by strategic talks by the CEO of Huawei, the Corporate 

VP of Microsoft and Amazon’s Smart Home VP – will all be 

absolute must-sees. 

Shift Automotive – the new addition to IFA – will have a major series 

of conference sessions, never before seen in a setting like this. 

At IFA Global Markets, a series of expert talks will look at 

underlying trends that will strongly influence manufacturing over 

the next years. 

The IFA+ Summit, meanwhile, is a key platform for leading thinkers, 

global trendsetters, and creative visionaries in regard to the next 10 

years. A highlight participant will be former world chess champion 

Garry Kasparov, today an Avast Security Ambassador. 

At the IFA+ Summit he’ll speak for one of the four clusters: 

INTELLIGENCE 2024: Hybrid Minds – The Age of Superintelligence. 

Since Kasparov’s legendary chess matches against IBM’s Deep 

Blue supercomputer in 1996 and 1997, he has been deeply 

engaged with artificial intelligence, human-machine interaction, 

and human rights issues. 

With the rise of intelligent technologies, questions of ethics and 

responsibility in online privacy gain a new level. Kasparov will 

share his views on the challenges arising from the proliferation 

of AI, and what can be done by regulators and industry to assure 

that ethical standards and privacy protections are a part of this 

exciting technology. 

Thought provoking thought leadership. It started back in the days 

when Einstein gave his keynote at IFA… and today, the content 

is, as always, ahead of its time 

IFA First – 

Double-header keynote 

from LG tops bill 

LG Electronics Chief Executive Officer 

Jo Seong-Jin and Chief Technology 

Officer Dr IP Park will deliver a joint 

opening keynote at IFA 2018 to 

outline their vision for LG’s ThinQ 

strategy for Artificial Intelligence. 

The first IFA keynote for both 

executives, titled “Think Wise, Be 

Free: Living Freer with AI” will be 

delivered on Friday, August 31, at 

the GRAND THEATER in Hall 26b at 

Messe Berlin. 

With interest in all things AI at 

a peak, CEO Jo will provide his 

insight into how LG’s AI strategy will 

change customers’ lives based on 

its unique philosophy of an “open 

platform, open partnership and open 

connectivity”. 

Dr Park will show how this technology 

comes to life in everyday products 

like refrigerators, TVs and washing 

machines, and how LG’s open AI 

strategy benefits consumers thanks 

to its focus of giving them both 

control and convenience. 

“The IFA Keynotes provide CEOs and 

top executives with a global media 

platform for forward thinking ideas 

and strategies,” said Jens Heithecker, 

Messe Berlin Group’s Executive Vice 

President and IFA Executive Director. 

“LG has been, and continues to be, 

a key global player in the field of 

AI, which is why we are extremely 

pleased that Mr Jo and Dr Park will 

deliver the opening keynote at IFA 

this August” 

IFA International is a CLEVERDIS Publication • 65 avenue Jules Cantini - Tour Méditerranée – 13006 Marseille, France • Tel: + 33 442 77 46 00 • Fax: + 33 442 77 46 01 

• SARL capitalised at e155,750 • VAT FR 95413604471 • RCS Marseille 413 604 471 

• info@cleverdis.com • www.cleverdis.com • During IFA: Press Center – Hall 6.3 – Room 201• info@ifa-international.org • www.ifa-international.org 

• Publisher: Gérard Lefebvre • Publishing Director: Jean-Guy Bienfait • Managing Director: Jean-François Pieri • Project Manager: Bettina Badon • Editor-in-Chief: Richard Barnes • Associate Editor: Simon King • Editorial Coordination: Melek Selin Sözmen 

• Editorial team: Neil Churchman, Neil Cole, Andy Fry, Julian Newby, David Smith, Bob Snyder • Photos: Stéphane Lelarge • Art Director: Hélène Beunat • Design & Page Setting: Guillaume Kaercher, Guillaume Vinrich • Marketing Manager: Nathalie Meissner. 

• With the participation of: Naila Ben Ghorbal, Finn-Georg Sander, Wenchao Wang, Ran Zhu. 

• To contact them : first name.last name@ifa-international.org 

• Cover: © Messe Berlin GmbH © CLEVERDIS 2018 - Registration of Copyright August 2018 

Information presented in this publication is purely indicative in order to illustrate subjects contained therein. No guarantee can be given as to the accuracy of data or content at time of printing and thus the latter should not be used for professional or commercial ends. While all efforts have been made as to accuracy and pertinence of 

content and data contained in this publication, CLEVERDIS may in no case be held responsible for the consequences, whatever their nature may be, that may result from the interpretation of this data or content, or any eventual errors therein. Any reproduction of the content of this publication, even partial, by any means whatsoever, 

is strictly prohibited without the prior autorisation of the publisher. Any copy, whether by photography, photography film, magnetic tape, disc or other means constitutes a forgery, liable to punishment under French law according to the legislation of 11 th March 1957 covering copyright. All brands cited in this publication are registered 

trade marks and/or belong to companies which are their respective proprietors. The publishers and editorial staff decline all responsibility as to opinions formulated in this publication by those interviewed or cited therein. Their opinions are entirely their own, and are included with the understanding that they contain, to our knowledge, 

no malicious intent. The inclusion of all texts, photographs and other documents supplied by those included in this publication imply the acceptance by their authors of their free publication therein. Documents and photographs will not be returned. It should be understood that this publication contains forward-looking statements that 

involve risks, uncertainties and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements. Risks, uncertainties and assumptions include assumptions relating to the timing of the recorded date. If any of these risks or uncertainties materialises or any of these 

assumptions proves incorrect, actual results could differ materially from the expectations outlined in these statements. Cleverdis assumes no obligation and does not intend to update these forward-looking statements during the period of publication. 

Photo Credits and Copyright: All Rights Reserved. 

www.ifa-international.org 

IFA International • Monday 27 th August 2018 

5

NEWS 

What’s around 

the corner? 

Consumer electronics trends at IFA 2018 

As the world’s leading trade show 

for consumer electronics, IFA 

2018 will present the trends that 

will inspire millions of customers’ 

Christmas shopping decisions as 

well as innovations that go far 

beyond today’s horizons – from 

August 31 to September 5, 2018. 

TVs 

Visitors to IFA can already look forward 

to screens with 8K resolution, flexible 

displays that can be rolled up neatly, 

and large modular video walls made of 

red, green, and blue Micro LEDs. Actual 

purchase plans, however, will 

be based on different criteria, 

such as demand for the highest 

contrast: Advanced HDR 

technologies, featuring a wide 

range of contrast between 

dazzling bright and deep black 

image areas, impress with 

spectacular images. 

Ease of use is just as important: 

Ever since televisions have been 

able to connect to the internet, 

the range of media they offer 

has grown immensely. New 

user interfaces allow users to 

find their favourite programs 

intuitively – whether they come 

from a TV station, a connected player, a 

media library, or a video portal. 

SOUND-BARS 

Elegant sound-bars, often featuring 3D 

audio playback, provide the appropriate 

sound. Special speaker chassis face the 

ceiling and reflect the sound, giving 

the listener a feel for the height of the 

recording space. 

WIRELESS SPEAKERS 

Wireless speakers are still among the most 

popular types of consumer electronics 

devices. Many models can be connected 

to multi-room systems and provide 

customers with an ever-growing range of 

music available from streaming services 

over the internet, including recordings in 

high-definition quality. 

VOICE CONTROL 

Wireless loudspeakers with voice control 

were already booming last year. In the upcoming 

months, voice assistants will be 

found in many other types of devices as well. 

TVS, SOUND 

SYSTEMS, SOUND- 

BARS, AND EVEN 

HEADPHONES 

WITH INTEGRATED 

VOICE CONTROL 

WILL BE AMONG 

THE MOST 

EXCITING NEW 

PRODUCTS. 

TVs, sound systems, sound-bars, and 

even headphones with integrated voice 

control will be among the most exciting 

new products. The number of devices 

available with voice control is just as large. 

Many household devices already react to 

the spoken word, and even lighting or 

air-conditioning systems in smart homes 

will obey voice commands in the future. 

A reference installation displaying a fully 

networked home in IFA NEXT, the show’s 

section on the future in Hall 26, will 

display ways that technology will enrich 

future living environments, among other 

things. 

RETRO 

But the past will pop up at 

some IFA stands as well. Hi- 

Fi purists can’t wait: This 

year, they will find new 

vinyl record players which 

with their uncompromising 

standard of quality 

overshadow everything that 

has been developed for the 

mechanical scanning of 

recorded media since the 

days of the gramophone. 

MOBILE 

Exciting innovations of 

a completely different kind are to be 

found among mobile devices. The 

latest generation of smartphones has 

particularly amazing camera features. 

Optical systems with two or even three 

lenses provide incredible picture quality 

and can even capture distant subjects or 

twilight scenes. 

CAMERAS 

Ambitious hobby photographers or 

videographers, however, will likely be 

more interested in new system cameras. 

IFA 2018 has interesting innovations for 

them as well, such as cameras for video 

shooting in 4K resolution, featuring 

extreme slow-motion effects, and even 

with the capability of capturing each 

individual frame as a photo series. 

Adventurous media-makers will also find 

a diverse range of offerings at IFA 2018: 

new 360-degree cameras that capture 

panoramas in high resolution – ideal for 

viewing with VR glasses or for display 

on screens that invite users to navigate 

through panoramic scenes 



7

NEWS 

© Messe Berlin GmbH 

MEDIA AND TRADE VISITORS 

FROM AROUND THE WORLD WILL 

HAVE THE OPPORTUNITY TO RECEIVE 

EXCLUSIVE, PERSONAL INSIGHTS 

FROM SOME OF THE LEADING 

GLOBAL PLAYERS 

Jens Heithecker 

IFA Executive Director 

And what a show it will be! 

Voice control, smart devices, artificial intelligence and 8K television 

– key market drivers 

With IFA 2018 just around the corner, innovation 

will again be a key driver, with seven, eight or 

nine industries simultaneously driving the market 

forward in a kind of “co-innovation”. We asked 

IFA Executive Director, Jens Heithecker, how this 

affects trends this year at the show. 

Voice control, Smart Devices, 

Artificial Intelligence and 8K 

Television are among the 

Big Trends for IFA 2018. 

Technology megatrends 

are driving a new wave of 

innovation in consumer 


appliances. IFA has paved 

the way for innumerable 

innovations in living rooms, 

offices and kitchens of this 

world. At the moment, 

we are experiencing a 

particularly exciting phase in 

technological development: 

Smart and connected devices 

for the home, powerful AI 

applications that are deeply 

integrated in consumer 

electronics and wellness 

products, and TVs with ever 

better screen quality are 

among the big trendsetters 

that will dominate IFA 2018, 

the world's most important 

trade show for consumer 


appliances. 

This year as always, we can 

expect some outstanding 

keynotes. Can you tell us 

a little more about these? 

Media and trade visitors 

from around the world will 

have the opportunity to 

receive exclusive, personal 

insights from some of the 

leading global players. 

LG - ARTIFICIAL 

INTELLIGENCE 

LG Electronics (LG) Chief 

Executive Officer Jo Seong- 

Jin and Chief Technology 

Officer Dr. I.P. Park will deliver 

a joint opening keynote at 

IFA 2018 for the very first 

time and outline their vision 

for LG’s ThinQ strategy for 

Artificial Intelligence. The 

first IFA keynote for both 

executives, titled "‘Think 

Wise, Be Free: Living Freer 

with AI’". 

FRIDAY, 31 AUGUST 2018 

> 10.30 - 11.15 am 

IFA Opening Keynote 

Jo Seong-jin, Vice Chairman 

& Chief Executive Officer LG 

Electronics 

Dr. I.P. Park, President & 

Chief Technology Officer LG 

Electronics 

HUAWEI - MOBILE AI 

With the mobile industry 

experiencing a renaissance 

of on-device capabilities, 

particularly in AI, Richard Yu, 

CEO of Huawei Consumer 

Business Group, will share 

how more advanced mobile 

technology enhances the 

mobile user experience 

in gaming, AI and AR 

workloads. 


> 2:00 - 2:45 pm, 

Chengdong (Richard) Yu, 

CEO, Huawei Consumer 

Business Group 

MICROSOFT - 

THE INTELLIGENT CLOUD 

In his keynote, New 

Computing Possibilities -- 

AI, IoT, and Gaming from 

The Intelligent Edge to the 

Intelligent Cloud and Back 

Microsoft VP Nick Parker will 

provide insights into 

opportunities, possibilities 

and business models 

that lie in the computing 

technologies of tomorrow. 

Connected devices – 

including PCs, appliances, 

drones and sensors -- 

become smarter and 

augment human ingenuity 

and are powered by the 

intelligent cloud. 


> 5:00 - 5:45 pm 

Nick Parker, Corporate 

Vice President, Consumer 

and Device Sales, Microsoft 

Corporation 

AMAZON - VOICE-FIRST 

From offering instant 

access to information and 

entertainment to controlling 

the devices around us, voicefirst 

experiences provide the 

most natural and convenient 

way to interact with the 

technology in our lives. 

SATURDAY, 1 SEPT. 2018 

>10:30 - 11:15 am 

Daniel Rausch, Vice President 

of Smart Home, 

Amazon 

This year, you are adding 

Shift Automotive. How 

did the idea come about 

for this, and what can we 

expect to see? 

As a leading business event, 

IFA 2018 combines proven 

formats with new accents. 

We will be celebrating 

the premiere of "Shift 

AUTOMOTIVE" in 2018, 

a series of conferences 

focusing on the future of 

mobility. How will automotive 

technologies change our 

way of thinking, living and 

driving? IFA will address 

these issues in the future 

together with another global 

leader in organizing events, 

the Geneva International 

Motor Show. The first joint 

convention will take place in 

Berlin on 4 & 5 September. 

Amongst several top-notch 

speakers we will have 

two keynote speakers: 

John Schoenbeck of BMW 

Designworks and Michael 

Mauser of Harman. The host 

of the event will be LJ Rich, 

who is one of the presenters 

of BBC Click – the technology 

show on BBC World TV 



9

NEWS 

INNOVATION CONTINUES 

TO BE THE DRIVER OF 

BUSINESS. 

Hans-Joachim Kamp 

Chairman of the Supervisory Board, 

gfu Consumer & Home Electronics 

Analysis 

The Global Market for Technical Consumer Goods 

Global turnover of consumer electronic products 

and the digital world in general saw increasing 

figures for 2017 at €836 bn, a rise of more than 

3% compared to 2016. At the recent IFA Global 

Press Conference in Rome, Hans-Joachim Kamp, 

Supervisory Board Chairman – gfu Consumer 

& Home Electronics (the German industry 

association) stated that for 2018, a growth of 

almost 4% was forecast. 

Three major regions – 

Europe, North America and 

China, account for close 

to 70% of the consumer 

electronics revenue. Looking 

to the future, Latin America 

leads current growth with 

forecast +9% this year, 

followed by emerging Asia, 

with China, and in thirdplace, 

Europe. 

PRODUCT SWEET SPOTS 

Three categories: 

smartphones, mobile PCs 

and TVs, account for close 

to 3/4 of the turnover 

for consumer electronic 

products. One must keep in 

mind with this however, that 

the figure for smartphone 

sales is based on real prices. 

In fact, consumers are 

paying less for the devices, 

due to discounts from the 

mobile phone providers. 

The different product 

groups have developed 

differently in the past years. 

Sales for smartphones 

increased 4% from 2016 to 

2017. This year, gfu expects 

a growth of more than 3% 

up to 1,527 million units. 

PC sales, with an estimated 

283 million units, should 

show a drop of 4% from 

2017 to 2018, which is a 

smaller decrease than in 

the year before, which was 

nearly 7% down. For TVs, 

gfu expects an increase 

of 6% in 2018, up to 236 

million units. That’s one of 

the highest growth rates of 

recent years. 

TECHNICAL TRENDS 

There is very little change to 

last year, in that innovation 

continues to be the driver of 

business. The smartphone 

segment is an ongoing 

battlefield of innovation, 

with, for example, new 

cameras with highly 

increased performance, 

brighter and bigger displays, 

face recognition, faster 

processors and much more. 

Another reason for the 

success is that smartphones 

continue to be lifestyle 

products that people replace 

frequently, often within two 

years or less. PCs offer more 

compact bodies - often the 

so-called “convertibles”. 

Furthermore, they have 

increased computing and 

battery performance. 

Nevertheless, smartphones 

are more and more replacing 

PC use-cases. Take social 

media for example. For the 

TV segment, gfu forecasts 

that customers will continue 

to buy bigger TV sets with 

more high-performance 

features. TV features such as 

better picture quality due to 

higher dynamic range and 

higher frame rate and of 

course 8K resolution, with, 

in addition, new designs 

like wallpaper TV and 

flexible displays offering a 

lot of new possibilities in 

using and placing the TVs, 

not only in the consumer 

market, but also in B2B 

solutions. The success of 

the TV market has two more 

reasons. There are high 

replacement rates for older 

TVs like the first generation 

of flat TVs or the old CRT 

sets. Besides that, more and 

more households want to 

own a second or third TV. 

REGIONAL BREAKDOWN 

The ranking of turnover for 

smartphones shows China 

as number one with a share 

of 30% or nearly 2 times 

as many units sold as in 

emerging Asia, Europe and 

North America, with 16%, 

15% and 14%. Looking 

at PC sales, North America 

is leading with 29% of 

sales. Europe is in number 

two position with 23%, 

and China ranks number 

three. For TVs, China, North 

America and Europe are 

showing mostly the same 

percentage and ranking 

from place number 1 to 3. 

THE TV MARKET 

Sales of Ultra HD TVs are 

growing continuously. For 

2018, gfu expects nearly 

100,000,000 UHD TV sets 

sold. This means a turnover 

of around €68bn and a 

growth of 38% in units, or 

35% in value. This growth 

is far bigger than the year 

before. More than 40% 

of all TVs sold in 2018 will 

be Ultra HD TV sets. UHD 

TV sets are very popular 

in the Asia-Pacific region, 

where about 46% of UHD 

TV sets were sold, followed 

by North America with 21% 

and Europe with 20%. 

INNOVATION DRIVES TV 

MARKET 

66% of TV sales in 2017 

were based on new TV 

models. One major trend 

in general is voice control, 

however it is difficult to get 

reliable figures in this field. 

10

NEWS 

The first problem for market 

researchers is the fact that the 

main players are not classic 

manufacturers as we know, 

and secondly a large number of 

sales are online and neither the 

sales organisations nor online 

shops share the results with 

market research organisations. 

Nevertheless, gfu has attempted 

to make a forecast. After major 

growth last year with more than 

300%, the success continues this 

year. Another growing segment 

is wearables. After more than 

160 million units sold in 2017, 

the forecast of sales in 2018 

will be 211 million units. gfu’s 

expectation for this year is the 

growth of 32% in units and 35% 

in value. 

WEARABLES BY REGION 

The biggest markets for wearables 

are China and North America. 

Only 17% of wearables are sold 

in Europe. That’s significantly 

less than Europe’s 20% share of 

the global market of consumer 

electronic products. This means 

that wearables do not perform as 

strongly as TV sets do in Europe. 

With 10% of global wearable 

sales, Developed Asia is matching 

its global CE products sales share. 

In Emerging Asia, Latin America, 

and Middle East & Africa, there is 

much room for improvement. 

GFU 

EXPECTS 

POSITIVE MARKET 

DEVELOPMENT 

IN 2018 WITH 

4% GROWTH 

OVERALL. 

SUMMARY 

gfu expects positive market 

development in 2018 with 4% 

growth overall. Smartphones and 

TV sales will continue to show 

increasing figures. Innovation 

continues to be the key driver 

of all markets, and last but not 

least, IFA is always at the edge 

of markets and technology 

development: THE place to be! 

“BRICKS & MORTAR” RETAIL IN EUROPE 

TO GROW BY 2.1% IN 2018 

GfK anticipates a 2018 nominal turnover 

growth of +2.1% for stationary retail in the 

28 EU member states. But trends within the 

individual countries under review vary widely. 

While real-value growth is expected for 

countries such as France, Spain and Hungary, 

countries with low growth rates will come out 

less favourably due to slightly rising inflation. 

These are some of the insights from GfK’s 

newly published free study on European retail 

in 2018. 

The European economy 

faces major changes due 

to Brexit in addition to 

various economic and 

political challenges. 

Uncertainty about future 

trade conditions with the 

USA is raising concerns 

about the potential impact 

on European exports. As 

in previous years, GfK’s 

Geomarketing solution 

area explored the current 

and anticipated retail 

situation in Europe 

through a comprehensive 

analysis of key retail 

indicators. Featuring trend 

analyses for 32 European 

countries and a turnover 

prognosis for 2018, GfK’s 

study “European Retail in 

2018” provides important 

orientation for retailers, 

investors and project 

developers. 

“All European countries 

were able to benefit 

from economic growth 

in 2017,” explains Dr. 

Johannes Schamel, 

study lead and GfK retail 

expert. “On the whole, 

we anticipate continued 

growth in 2018 for 

Europe’s brick-andmortar 

retail, although 

turnover growth and 

price increases will cancel 

each other out in some 

countries.” 

Purchasing power: In 

2017, each citizen of the 

EU-28 countries had an 

average purchasing power 

of €16,436. This equates 

to a nominal increase of 

1.9% compared to the 

previous year. Among 

the EU countries, only 

Great Britain (-1.5%) 

underwent a purchasing 

power decline, which 

is partly a result of the 

devaluation of the British 

pound. Great Britain 

aside, the momentum 

from previous years 

continued, with aboveaverage 

growth rates 

particularly in central 

and eastern European 

countries. 

Turnover prognosis for 

2018: The past year’s 

growth in demand was 

able to compensate for 

stationary retail’s market 

share losses to online 

trade. For 2018, GfK 

expects nominal turnover 

growth of +2.1% in the 

28 EU countries. But 

this is just slightly below 

the forecasted inflation 

rate, meaning that only 

modest real-value growth 

is anticipated for retail 

turnover in Europe. 

Thanks to continuing 

income increases, the topranking 

eastern European 

countries of the previous 

years once again lead the 

pack in 2018. GfK expects 

robust growth rates 

for Bulgaria (+5.3%), 

Hungary (+6.0%), the 

Czech Republic (+6.5%) 

and Romania (+7.5%). 

CONSUMER ELECTRONICS PRODUCTS 

Sales by regions 2017 

Europe 15 % 

North America 

China 

Dev. Asia 

Emerg. Asia 

w.o. China 

Latam 

Middle East 

& Africa 

SALES VOICE CONTROL 

Valuation 

2016 11 m units 

14 % 

30 % 

5 % 

16 % 

8 % 

12 % 

Smartphones 

468 

2017 45 m units + 309% 

2018 

Source: GfK 

> 150 m units 

23 % 

29 % 

18 % 

9 % 

7 % 

5 % 

10 % 

PCs 

117 

Sales area provision: In 

2017, there was an 

increase in the absolute 

retail space in the 

European countries under 

review. The only exception 

were the Netherlands at 

-0.4%. But a different 

picture emerges at the 

per capita level: In half 

of the studied countries, 

per capita sales area 

remained constant or 

even declined. Per capita 

values for this indicator 

range widely across 

Europe. For example, 

inhabitants of the Benelux 

countries (1.48 -1.64m²) 

have more than twice 

the retail shopping space 

available to inhabitants of 

Romania (0.72m²). 

21 % 

22 % 

20 % 

5 % 

13 % 

11 % 

8 % 

TV sets 

107 bn US$ 

+ > 230% 



11

NEWS 

Home appliances surf on a wave of success 

GfK forecasts healthy growth for both major and small appliances for 2018 

Natalia 

Andrievskaya 

Global Director 

– Major Domestic Appliances, GfK 

Udo 

Jansen 

Global Director – Small 

Domestic Appliances, GfK 

MAJOR DOMESTIC APPLIANCES 

SMALL DOMESTIC APPLIANCES 

According to GfK, 4.1% market 

growth is expected for global sales 

of major domestic appliances 

in 2018. Natalia Andrievskaya, 

Global Director – Major Domestic 

Appliances, GfK, told an audience 

of journalists at the IFA Global 

Press Conference in Rome that 

online channel is still a driver of 

the MDA market, adding that 

this doesn’t cannibalise offline, 

but brings incremental growth. In 

2017, 25% of global sales were 

online, as opposed to 23.7% in 

2016 and 21.7% in 2015. Looking 

at free-standing refrigerators and 

washing machines, these figures 

are higher, with 30% of fridges 

and 34% of washing machines 

being sold through online 

channel. 

SMART APPLIANCES 

The onset of Smart Appliances 

is particularly strong in China. 

According to GfK, 50% of 

consumers worldwide are sure 

that Smart Home will change 

their lives in the near future, 

however in China, this figure 

is 75%. In Japan, only 19% 

of consumers agreed with this 

statement. The number of smart 

(major) home appliances sold on 

the global market has increased 

exponentially from the early days 

of the technology. While in 2012, 

only seven products were on the 

market, 4,131 smart products 

could be found in 2017 and this 

year the figure has climbed to 

7,178. Likewise, the value share 

of smart appliances is increasing 

globally. APAC has by far the 

highest share, with 21.8% of 

major appliances sold in February 

2018 being “smart”, as opposed 

to 9.3% in Western Europe. 

China has the highest share of 

smart appliances in the world, 

with 19.2% of refrigerators, 

36.3% of washing machines and 

40.2% of air conditioners being 

“smart”. 

“It’s fascinating to see that in 

China, smart product groups 

have already reached levels we 

didn’t expect before”, says Ms 

Andrievskaya. “Even though 

China is one of the most advanced 

countries in the world, in terms of 

share of smart appliances, we still 

see big differences by product.” 

Udo Jansen – Global Director 

SDA for GfK states that in this 

category, the key aspect today 

is more than ever innovation. 

New appliances and new product 

categories are popping up all the 

time, and major growth is being 

seen in such product categories 

as handstick rechargeable vacuum 

cleaners, robotic vacuum cleaners, 

and air fryers, where connectivity is 

increasingly important. 

According to GfK, the global 

market for small appliances in 2017 

amounted to US$65.2bn. That’s a 

rise of 8% over the previous year. 

The sector is being boosted by 

product categories that didn’t exist 

before, such as personal connected 

scales, massage mats, and new 

kinds of food preparation machines. 

Yet again China leads the world in 

terms of market share for connected 

small devices. 50% of robot vacuum 

cleaners sold in China in 2017 were 

connected, as opposed to 26% in 

2016. 

China has also become the 

biggest virtual marketplace in the 

world for small appliances, with 

growth of 38.7% in sales in 2017 

to EUR6.4bn. At the same time, 

Chinese consumers are willing to 

accept premium products and better 

equipped appliances over time. For 

example, pistol-grip hair dryers in 

the “over 150 CNY” category made 

up for only 35% of the market in 

2016, but leapt to 51% in 2017. 

Overall, the global key trends for 

SDAs are as follows: 

1/ Continuously good growth rates 

– the positive and dynamic trend 

continues; 

2/ Trading up – consumers are going 

for higher priced, better equipped 

appliances; 

3/ Innovation & new market 

segments – The SDA market is 

driven by innovations and smart 

appliances, as well as new product 

categories; 

4/ Energy efficiency: EU energy 

labels 

5/ Connectivity & smart homes: 

This will bring new benefits to 

consumers 

6/ Growth of internet sales: This 

impacts SDA sales, however share 

of online sales differs greatly 

country by country 

CHINA 

HIGHEST SHARE 

OF SMART APPLIANCES 

IN THE WORLD 

2,5% 

Smart REF 

(Sales Value %) 

2015 2016 

10,1% 19,2% 

2017 

2.4 9.2 18.4 

(Sales Value, billion Euros) 

8,7% 

Smart WM 


18,6% 

2015 2016 

36,3% 

201701-10 

5.7 12.7 20.7 


Smart Air-con 


40,2% 

8,6% 

22,9% 

2015 2016 201701-10 

10.6 30.0 56.1 


Source: GfK - IFA GPC 2018 

REF 

WM 

Air-con 

12

NEWS 


ADVERTORIAL 

All-scenario Smart 

Home Experience Zone 

unveiled at IFA 

Tuya Smart presents a fully-connected 

prototype home of the future at IFA 

Business Days 2017 

Get set for 

the IFA Business 

Days 2018 

The IFA Business Days offer trade visitors a 

wide range of options free of charge 

Founded in 2014, Tuya Smart is one of the global platforms 

that fully work with Amazon Echo, Google Home and IFTTT. 

Having proven a great success last year, the IFA Business 

Days 2018 will take place again in co-operation with the 

Enterprise Europe Network for International Economic 

Development (EEN). In addition to the main organisers, 

there are 22 co-organisers from 14 countries participating in 

the event this year. 

MATCHMAKING MEETINGS 

Targeted matchmaking meetings 

give exhibitors and visitors at 

IFA 2018 the opportunity to 

meet potential business partners 

that exactly match their needs. 

Meetings organised before the 

show help IFA participants to 

connect with each other. Shortly 

before the start of IFA 2018 

visitors will receive a schedule 

with confirmed dates; the 

Matchmaking App then helps to 

match meetings during the show. 

The matchmaking meetings take 

place from August 31-September 

5 in the context of IFA Next in Hall 

26a and from September 3-5 in 

the context of IFA Global Markets 

at STATION-Berlin. An overview of 

all sessions within IFA NEXT and 

IFA Global Markets are listed in 

the agenda. 

The matchmaking sessions on 

Sunday, September 2, also offer 

IFA+ Summit participants the 

opportunity to network with other 

trade visitors, with IFA exhibitors 

and with each other. 

IFA BUSINESS TOURS 

As part of the Business Tours, 

selected exhibitors are invited to 

present their products and services, 

as well as to give a special insight 

into the various topics of IFA NEXT 

in Hall 26a: 

• Smart Living, Friday August 31, 

from 2pm to 3.30pm; 

• VR/AR/AI, Monday, September 

3, from 11am to 12.30pm; and 

• IoT & Robotics, Monday, 

September 3 from 2pm to 

3.30pm 

As part of IFA NEXT, experts from 

the EEN will also be sharing their 

knowledge with the participants 

at information events - see 

schedule online. The IFA Business 

Days are free of charge for all 

trade visitors with an IFA trade 

visitor ticket; however registration 

in advance is essential as places to 

participate are limited 

Tuya Smart was founded three 

years ago and today is one of the 

world’s leading AIoT platforms. 

From networked lighting to 

smart safety systems, appliances 

from different brands can all 

be connected throughout the 

home, with features such as the 

Bluetooth Mesh Matrix making 

the technology work like a 

personal butler. 

TUYA SMART IS 

A GLOBAL PLATFORM 

FOR THE EUROPEAN 

MARKET 

Creating a global platform for 

the European market, Tuya Smart 

makes technology solutions for 

brands, manufacturers and OEMs, 

turning traditional devices such as 

lighting sockets into IoT-connected 

devices for the smart home. It 

has developed thousands of 

software and hardware products 

for companies including Archos, 

TCL and Alexa, and currently 

serves over 10,000 clients across 

the globe, reaching millions of 

consumers with over 20bn daily 

device requests and more than six 

million daily AI interactions. 

Tuya’s cloud service, which has 

accumulated data upwards of 1Pb 

(petabyte), complies with highlevel 

encryption technology to 

guarantee its client’s data security. 

DEMOCRATISING THE SMART 

HOME WITH NEW PARTNERS 

Tuya Smart is on a mission to 

bring affordable and easy-touse 

technology into our homes. 

It enables OEMs to transform 

traditional products such as 

lightbulbs into connected devices 

in much less time – and at a 

fraction of the cost - than if the 

manufacturer were to create its 

own solution. 

One such company that has 

recently chosen to partner 

with Tuya Smart is the French 

multinational electronics 

company, Archos. Thanks to the 

Tuya OEM APP engine, Archos 

was able to implement its own 

smart technology, Hello Connect, 

a voice interactive platform 

compatible with Amazon Alexa 

and Google Assistant, offering 

easy integration to control a 

large catalogue of smart devices, 

ranging from light bulbs to robot 

cleaners 

Hall 26 

Stand 226 



13

14

NEWS 

IFA Global Markets brings together suppliers, 

component manufacturers, original equipment 

manufacturers (OEM), original design 

manufacturers (ODM) and yet-to-be discovered 

global brands with a broad range of potential 

customers and suppliers. Having quickly evolved 

to become Europe’s largest sourcing platform for 

the sector, the 2018 event returns to its dedicated 

space at the architecturally & historically significant 

location of STATION-Berlin near Potsdamer Platz. 

EXPERT TALKS@IFA 

GLOBAL MARKETS 

Expert Talks is part of IFA 

Global Markets, now in its 

second year, brings together 

on stage some of EMEA’s 

most knowledgeable buyers 

and procurement executives 

in consumer electronics, 

consumer IT and home 

appliances. 

Highlights this year will 

include a keynote address, 

a keynote panel and the 

Experts Reception on 

Tuesday, September 4. 

To be held in STATION- 

Berlin, Expert Talks features 

experienced buyers who 

work regularly with the 

world’s manufacturers, 

private label and OEM/ODM 

suppliers will talk about 

their approach to sourcing 

products. 

These talks, in the form 

of speeches and industry 

panels will provide insights 

to buyers, manufacturers, 

and press who need to 

understand the latest 

in buying requirements, 

new opportunities and 

challenges. 

EXPERT 

TALKS IS PART 

OF IFA GLOBAL 

MARKETS, 

NOW IN ITS 

SECOND YEAR 

“It’s a format that is 

friendly and conducive to 

personal networking, as 

well as bringing together 

successful executives in 

OEM and white labelling,” 

said Bob Snyder, Editor-in- 

Chief at Channel Media 

Europe who will moderate 

the Expert Talks. 

“Any buyer or seller can 

gain money-in the-bank 

insight into what’s selling 

and what’s coming down 

the pipeline.” 

Snyder added: “While 

buyers always search the 

globe for the ‘Next Big 

Thing’, much of their daily 

work is to find smaller, 

faster, cheaper, or better 

versions of what’s selling. 

Expert Talks offers a forum 

for buyers to understand 

common problems, 

share experiences, and 

learn about the business 

from different angles – 

generalists can learn from 

specialists, distributors 

can better understand a 

retailer’s perspective, for 

example. 

“These industry panels will 

also solve the missing link 

for many manufacturers: 

providing a roadmap of the 

supplier evaluation process, 

the current sourcing 

interests of buyers, and 

their advice for suppliers.” 

Expert Talks’ different 

panels will reflect a number 

of channel segments, 

much of the European 

geography, and various 

product categories. Topics 

including IoT, robotics, 

voice, AI, virtual & mixed 

reality will be covered as 

well as traditional consumer 

and home electronics (TV, 

audio, mobile, small kitchen 

appliances). The audience 

will be invited to join in 

the discussion and ask 

questions from the experts 

on the panel. 

Snyder said: “Add Expert 

Talks@IFA Global Markets 

to your visit - take a short 

break from walking the 

show to meet and listen 

to the best OEM buying 

executives in the business.” 

SHOWSTOPPERS 

@ IFA GLOBAL MARKETS 

ShowStoppers and IFA 

have announced that 

ShowStoppers will produce 

a new and second official 

press event at IFA – 

ShowStoppers @ IFA Global 

Markets. 

ShowStoppers @ IFA Global 

Markets invites journalists 

to discover manufacturers, 

suppliers and private-label 

makers of new technologies 

that are connecting at IFA 

Global Markets in Berlin 

with distributors and 

retailers to power the nextgeneration 

of tech for the 

OEM/ODM markets. 

The first edition of 

ShowStoppers @ IFA 

GLOBAL MARKETS is 

scheduled 1700h - 1900h 

Monday, September 3, at 

STATION-Berlin in hall S8. 

Jens Heithecker, IFA’s 

Executive Director, said, 

“IFA Global Markets is 

where the next generation 

of technology comes to 

market first. ShowStoppers 

is the platform to tell that 

story – for these innovators 

and future industry leaders 

to meet the press" 

IT’S A FORMAT 

THAT IS FRIENDLY 

AND CONDUCIVE 

TO PERSONAL 

NETWORKING 

IFA Global Markets set 

for further growth 

Expert Talks & ShowStoppers offer high-level platform for buyers, 

sellers and journalists from September 2-5 at STATION Berlin 

IFA Global Markets 2017 




15

NEWS 

Smart home device 

sales up 26% in 2017 

Solid growth forecast for connected 

devices in key smart home categories 

International Data 

Corporation has 

announced results of 

its “tracker research” 

programme covering 

the fast-growing 

market of smart home 

devices, covering smart 

speakers, digital media 

adapters, lighting, 

thermostats, and more. 

In 2017, 433.1 million 

smart home devices were 

shipped worldwide, growing 

27.6% from the previous 

year. Looking ahead, IDC 

anticipates a compound 

annual growth rate 

(CAGR) of 18.5% as the 

market balloons to 939.7 

million devices shipped in 

2022. Within the smart 

home market, the smart 

speaker category, which 

includes devices like the 

Amazon Echo and Google 

Home, will remain the 

fastest growing category 

throughout the forecast. 

Meanwhile, shipments 

for most other categories, 

with the exception of video 

entertainment products, 

will experience a doubledigit 

CAGR during the same 

period. 

"The smart home market 

is still in its infancy but 

we're already seeing some 

significant changes in 

consumers' and vendors' 

approach," explains Jitesh 

Ubrani senior research 

analyst for IDC Mobile 

Device Trackers. "There's 

less of a focus on having 

a central hub and apps as 

the center of the interface 

as hardware makers race to 

create interoperability with 

smart assistants like Alexa, 

Siri, or Google Assistant. On 

the other hand, consumers, 

while still somewhat hesitant 

to anthropomorphise smart 

assistants, are beginning to 

expect a more natural user 

interface to the myriad of 

smart home devices." 

CATEGORY HIGHLIGHTS 

Video Entertainment devices, 

inclusive of smart TVs, digital 

media adapters, and other IPconnected 

video devices, are 

forecast to deliver a CAGR 

of 8.3% for unit shipments 

over the 2017–2022 forecast 

period. These devices are 

also expected to capture 

around three quarters of 

the dollar value of the entire 

smart home market as the 

average sale price (ASP) 

for TVs will be among the 

highest. Leaders in the TV 

category during 2017 were 

Samsung and LG while 

category leaders for digital 

media adapters during the 

same period were, in order, 

Amazon, Google, and Roku. 

Home Monitoring/Security 

is comprised of devices 

like connected door locks, 

cameras, moisture sensors, 

door bells, and more. IDC 

expects this will remain the 

second largest category in 

terms of unit shipments 

through 2022 as products 

become easier to deploy 

in the home and will not 

require consumers to have a 

"DIY attitude" to integrate 

these products with their 

smart assistants devices, 

Smart Speakers with builtin 

smart assistants have 

captured the spotlight 

recently as major new brands 

like Apple have entered the 

market. In addition, Amazon 

and Google have been 

quick to respond by offering 

additional models and 

price points through their 

first-party speakers and by 

partnering with numerous 

other brands to bring Alexaor 

Google Assistant-enabled 

speakers. What remains 

to be seen is how long the 

partners can survive since 

the sale of hardware stands 

to be the smallest part of the 

overall revenue associated 

with this category 

SMART HOME DEVICES BY CATEGORY, 2017 AND 2022 (Value in US$M) 

Product Category 2017 Value (US$M) 2022 Value (US$M) CAGR, 2017 – 2022 

Video Entertainment $133,091.48 $201,063.36 9% 

Home Monitoring/Security $4,271.30 $12,136.50 23% 

Smart Speaker $4,401.39 $17,431.00 32% 

Lighting $1,120.53 $3,511.32 26% 

Thermostat $1,774.35 $3,875.91 17% 

Others $17,532.54 $38,963.93 17% 

TOTAL $162,191.59 $276,982.02 11% 

Source: IDC Worldwide Quarterly Smart Home Device Tracker, March 2018 

16

ADVERTORIAL 

NEWS 

Eve drives secure 

Smart Home innovations 

Smart home accessories business Eve Systems places security 

at the heart of its business 

Lars Felber, PR Director at Eve Systems, says his 

company is looking forward to presenting its product 

range at IFA. We started by asking him about the key 

products in the company’s range. 

Our product line is comprised 

of different categories: In 

the lighting category, there 

are lamps, switches and 

outlets. The security category 

includes sensors and alarms. 

The comfort line-up features 

air quality sensors, weather 

stations, irrigation systems, 

radiator valves and more. 

WE’LL 

INTRODUCE 

THE SECOND 

GENERATION 

OF EVE ROOM 

AT IFA 

Eve Door & Window is a contact 

sensor that will keep track of 

how many times your door or 

window was opened, and for 

how long. If you have an Apple 

TV or HomePod, HomeKit can 

even send notifications to your 

iPhone when the sensor’s state 

changes. It’s an inexpensive, 

easy-to-attach device. Coming 

soon is Eve Window Guard, 

a patented break-in sensor 

that detects tampering and 

breakage. Later this year, we’ll 

ship Eve Lock, developed in 

cooperation with Assa Abloy. 

How do the notifications 

work? 

Using Apple’s Home app, you 

can enable notifications for 

select HomeKit accessories 

like Eve Motion and Eve 

Door & Window. When the 

HomeKit-enabled accessory’s 

state changes, it will report 

the event to your home hub 

which, in turn, will notify you 

via your iPhone screen. All 

communication occurs via 

direct end-to-end encryption – 

neither Eve nor Apple can see 

what happens in your home. 

What will be your “star” 

launch at IFA? 

We’ll introduce the second 

generation of Eve Room, an 

indoor sensor with HomeKit 

technology that tracks air 

quality, temperature and 

humidity. New features include 

an E-Ink display, a built-in 

battery that can be charged via 

any USB power source, and an 

elegant aluminum bezel with 

rounded corners. 

The new Eve Room is another 

example of Eve Systems taking 

HomeKit accessories to the 

next level. The combination of 

advanced sensor technology 

and fully wireless operation 

with an E-Ink display and a 

stunning, sleek enclosure truly 

is a leap forward in connected 

home sensors. 

Eve Room senses indoor air 

quality by measuring volatile 

organic compounds (VOC), 

temperature, and humidity. 

Its large E-Ink display sports a 

wide viewing angle so indoor 

conditions are visible at a 

glance from anywhere in the 

room. 

What are the security 

concerns around Smart 

Home accessories? 

Roughly two years ago, a 

large-scale cyber-attack hit 

parts of the Internet in the US 

and Europe. Responsible for 

the attack were IoT devices – 

cameras, routers, baby phones 

and more – that were hacked 

and infected with malware 

dubbed Mirai, which rendered 

them Botnet slaves. Back then, 

the target of the DDoS attack 

was a DNS provider. 

Are security concerns a 

barrier to consumers buying 

into the Smart Home? 

So far, most people don't 

seem to mind if their IoT 

device gets used in a DDoS 

attack as long as it continues 

to function normally, but this 

attitude would change quickly 

if millions of devices were to be 

bricked. 

Eve has safeguarded its 

accessories – can you explain 

the work you have done to 

make your products secure? 

Eve accessories rely on Apple’s 

extremely secure HomeKit 

technology. Unlike other smart 

home products, they don’t 

rely on any non-HomeKit APIs 

– especially proprietary and 

undocumented cloud APIs. 

So, the only reasonable attack 

path is through an iOS device 

(iPhone or Apple TV), which 

is much harder to crack than 

your typical run-of-the-mill IoT 

cloud-connected accessory. 

How important is IFA as 

a platform for you to 

present your products to 

the world and develop your 

partnerships? 

IFA is a fantastic opportunity 

for consumer technology 

companies to get feedback 

from end users and industry 

experts alike. It's the place 

to be to put your products in 

front of journalists and buyers 

from all over the world 

Lars Felber 

PR Director, Eve Systems 

EVE 

ACCESSORIES 

RELY ON APPLE’S 

EXTREMELY 

SECURE HOMEKIT 

TECHNOLOGY 



17

18

IFA 2018 PRESS CONFERENCES 

Discover all the latest news from top manufacturers at the IFA press events 



IFA Opening Press Conference 2017 Press Conference @ IFA 2017 

Wednesday 29 th August 2018 

10:00 am - 10:45 am Siemens Hall 1.1, Stand 101 

10:00 am - 10:45 am Bang & Olufsen Hall 1.2, Stand 218 

10:30 am - 11:30 am Acer Hall 5.3 

11:00 am - 11:45 am Miele Hall 2.1, Stand 101 

12:00 pm - 12:45 pm Robert Bosch Hausgeräte Hall 3.1, stand 101 

01:00 pm IFA Opening Press Conference Hall 26, IFA Next 

03:00 pm - 03:45 pm Panasonic Hall 5.2, stand 101 

04:00 pm - 04:45 pm Bang & Olufsen Hall 1.2, Stand 218 

04:00 pm - 05:00 pm Casio Europe Hall 6.3, in front of Hall 7 

05:00 pm - 05:45 pm Polaroid Originals Hall 3.2, Stand 101 

01:00 pm - 01:45 pm Sony Hall 20 

01:00 pm - 01:45 pm Toshiba Hall 8.2 

02:00 pm - 02:30 pm Alfred Kärcher Hall 4.1, Stand 213 

02:00 pm - 02:45 pm Polaroid Originals Hall 3.2, Stand 101 

02:30 pm - 04:00 pm TCL Hall 7.3, Room Berlin 

02:30 pm - 03:30 pm Candy Hall 9, Stand 109 

03:00 pm - 03:45 pm Grundig Hall 23, Stand 101 


04:00 pm - 04:45 pm Sharp UMC Hall 11.2, Stand 103 

04:30 pm - 05:15 pm Sennheiser Hall 1.2, Stand 216 

06:00 pm - 09:00 pm Showstoppers@IFA South Entrance 

Thursday 30 th August 2018 

09:00 am - 09:45 am Metz CE GmbH Hall 6.2b, Stand 201 

09:00 am - 09:45 am Temi Hall 26, Stand 222 

09:00 am - 01:00 pm Beyerdynamic Marshallhaus, Plenarsaal 

10:00 am - 10:30 am Segway Europe Hall 26, Stand 225 

10:00 am - 10:45 am De'Longhi Hall 1.1, Stand 202 

10:45 am - 11:45 am Samsung Electronics CityCube Berlin, Hall B 

11:00 am - 11:30 am Haier Hall 3.1, Stand 102 

11:00 am - 12:00 pm LG Electronics Hall 18, Stand 101 

11:00 am - 01:00 pm Yale Smart Living / Assa Abloy Hall 6.2, Stand 103 

12:00 pm - 01:00 pm Beko Hall 23, Stand 101 

12:15 pm - 01:00 pm Philips Hall 22b, Stand 101 

01:00 pm - 01:45 pm Electrolux Haushaltsgeräte Hall 4.1, Stand 101 

Friday 31 st August 2018 

09:30 am - 10:15 am Neato Robotics Hall 6.2, Stand 133 

10:00 am - 10:45 am Bang & Olufsen Hall 1.2, Stand 218 

10:15 am - 10:30 am Wiko Hall 25, Stand 208 


12:30 pm - 01:30 pm Taiwan Excellence Hall 25, Stand 202 

05:00 pm Philips Influencer Reception Hall 22, Stand 101 

Monday 3 rd September 2018 

05:00 pm - 07:00 pm Global Markets Showstoppers@IFA STATION Berlin 

www.ifa-international.org IFA International • Monday 27 th August 2018 

19

NEWS 


Trendsetters meet tech pioneers, 

visionaries meet scientists 

IFA+ Summit 2018 in Berlin: “PLUG-INspiration 2024” - an exchange 

platform for trends of the coming years on 2 and 3 September 2018 

Former chess world 

champion Garry Kasparov, 

aviation technician Uma 

Subramanian and robotics 

expert Jens Lambrecht are 

among the key speakers to 

be gracing the stage at this 

year’s IFA+ Summit. 

The event is divided into 

four thematic clusters 

about the challenges of the 

future: Intelligence 2024, 

Society 2024, Interaction 

2024 and Experience 2024. 

At the IFA+ Summit 2018, 

leading figures of the digital 

age provide impulses, indepth 

workshops, space 

for discussions with guests 

– and the opportunity for 

every participant to expand 

their worldwide network. 

At the summit, Garry 

Kasparov, ex-chess world 

champion and worldfamous 

for his duels against 

the IBM computer Deep 

Blue way back in the 1990’s, 

will share his assessment 

of the challenges and 

opportunities of Artificial 

Intelligence with the guests 

of the IFA+ Summit. Uma 

Subramanian, CEO of 

Airbus company Voom, 

talks about new possibilities 

of urban mobility with 

helicopters "on demand". 

Jens Lambrecht, founder 

of the Berlin-based startup 

GESTALT Robotics 

and Junior Professor for 

Electrical Engineering and 

Computer Science at the 

Technical University of 

Berlin, will speak on the 

humanisation of robots. 

Moon Ribas and Stephen D. 

Larson will be pushing the 

boundaries between man 

and machine. Cyborgs are 

no longer abstract fantasies 

– it has long been possible to 

integrate microcomputers 

into human beings. Moon 

Ribas (Cyborg Arts) is an 

artist from Spain who 

feels in her foot when the 

earth trembles somewhere 

in the world thanks to an 

implant. In disasters, she 

feels connected to people 

tens of thousands of 

kilometres away. She calls it 

an "additional sense" – and 

a proof that we are able 

to massively expand our 

sensory possibilities. 

Stephen D. Larson is not 

working on expanding his 

own abilities – but those of 

the digital. His OpenWorm 

project is an open code on 

the web that programmers 

from all over the world are 

working on. "Modelling 

a simple, functioning 

nervous system enables 

us to understand complex 

processes in the human 

brain." 

The IFA+ Summit will take 

place on 2 and 3 September 

2018 at the IFA exhibition 

grounds in GRAND THEATER 

in Hall 26b. 

Wendell Wallach is 

consultant, ethicist, and 

scholar at Yale University's 

Interdisciplinary Centre 

for Bioethics. In his book 

"A Dangerous Master", 

Wallach deals with the 

question "how we can 

prevent technology from 

getting out of control". 

Intelligent weapon systems, 

for example, have long 

been a reality. But who is 

responsible if something 

goes wrong? 

Alexander Mankowsky is 

also driven by his will to 

answer questions of the 

future right now – and 

just like Wallach he is also 

taking the stage at the IFA+ 

Summit, IFAs think tank. 

He joins other visionaries 

and scientists, newcomers 

and luminaries. At Daimler, 

Mankowsky is responsible 

for “Future Studies & 

Ideation”. The core of his 

work is to identify and 

implement social and 

technical innovations for 

tomorrow's mobility. On 

September 3, 2018, Summit 

participants can experience 

where to - and above all 

how - we are moving on. 

As the “Storyteller from 

the Future”, Karen 

Palmer produces films 

that react to the viewer's 

emotional state with the 

help of facial recognition 

and thus demands an 

examination of unconscious 

behaviour - this is 

neurologically interesting: 

the brain develops new 

strategies, abandons 

familiar patterns of 

thought. Garry Kasparov, 

chess legend and Avast 

Security Ambassador, deals 

with the effects of an everimproving 

AI on privacy and 

responsibility. 

IFA+ Summit participants 

can take part in exclusive 

workshops, inspiring 

lectures - and profit from 

many supplementary 

benefits: At the exclusive 

“ALL YOU CAN MEET 

goes IFA” scientists and 

artists, tech pioneers 

and trendsetters meet. 

Admission is of course 

included in the ticket, 

along with many other VIP 

services. 

Tickets are available for 

599 Euros and further 

information on the 

progamme is available at 

www.ifaplussummit.com 

20

NEWS 

What’s next? 

With an eye to the future, this year’s IFA NEXT expands 

horizontally 

This year, voice recognition 

and artificial intelligence will 

be key topics at IFA NEXT. 

The “House of Smart Living 

from ZVEI”, an installation 

that sets standards for 

connected living, will bring 

this topic closer to visitors: 

be it the coffee machine, 

digital media or energy 

management, everything 

reacts to voice commands, 

while a background 

learning process ensures 

machines automatically 

adapt every system to users’ 

needs. Together with its 

system partners, Amazon 

will contribute a further 

highlight: audio systems and 

TVs as well as dishwashers 

and lighting systems already 

respond to instructions and 

queries that begin with the 

word “Alexa”. 

IFA NEXT will feature a much 

greater display area in 2018, 

with a second stage for 

lectures, discussion rounds, 

theme days, workshops, a 

wider range of topics and 

an even higher international 

attendance. The section will 

also feature an extra display 

section in Hall 26. A second 

IFA NEXT Innovation Engine 

stage will set the scene for a 

more diverse program – and 

for new presentation formats 

such as technical workshops 

and hands-on sessions. 

Meanwhile, robots will be 

another key topic at IFA NEXT. 

They will include exhibits 

that invite visitors to find out 

about autonomous machines 

in entertaining ways. 

BABY, YOU CAN’T DRIVE 

MY CAR – IT DRIVES ALL BY 

ITSELF! 

The future of mobility is the 

focus of a debut event at IFA 

NEXT 2018. This is the first 

time the Shift AUTOMOTIVE 

mobility convention will 

take place at IFA. It will 

show how new technology 

is about to change people’s 

lifestyle and mobility from 

the consumer’s point of 

view. Shift AUTOMOTIVE is 

co-organized by the Geneva 

International Motor Show, 

Palexpo, IFA and Messe 

Berlin. In the future, it will 

take place biannually, starting 

on 4 and 5 September 2018 

at IFA, and after that will be 

held in Geneva at the next 

Shift AUTOMOTIVE show in 

March 2019. 

On September 4 and 5, 

industry leaders from 

across the automotive 

and electronics sector will 

gather in Berlin to discuss 

the future of mobility at the 

inaugural Shift AUTOMOTIVE 

convention. 

In a series of keynotes, 

brief impulse talks, panels 

and workshops, the event 

will explore how new 

technologies emerging in 

both sectors are rapidly and 

fundamentally transforming 

the world of mobility and 

how we think, live and drive. 

Among the speakers and 

panellists are: 

• John Schoenbeck, who 

leads strategic partnerships 

for BMW Designworks, 

the Bavarian car maker’s 

innovation lab, who will 

deliver a keynote at the 

event. 

• Daniel Deparis, Head of 

smartLabs, Daimler 

• Karima Delli, 

Chairwoman of the 

Transportation Committee 

at the European Parliament 

and founder of European 

Startup Prize for Mobility 

• Martin Beltrop, Director 

of Emerging Products, 

Nokia 

• Prof Peter Wells, Cardiff 

Centre for Automotive 

Industry Research 

• Rodney Williams, 

CEO, LISNR 

• Patrick Weissert, COO & 

Founder, German Autolabs 

Panels will explore topics 

such as: 

Trust me, I’m an autonomous 

car: How can self-driving 

cars (re)-gain trust? 

Integrated mobility: the 

urban-rural divide 

Building cars around 

passengers, not drivers 

It wasn’t my fault, honest: 

insuring next-generation 

vehicles 

The event will look beyond 

technological breakthroughs 

and investigate whether 

consumers are ready for the 

change ahead. Will drivers 

and passengers see transport 

disruption as a threat or 

an opportunity? Will new 

technologies make driving 

more complex, or less? 

What happens when drivers 

become passengers? And are 

people ready to switch from 

owning a car to subscribing 

to mobility experiences? 

IFA NEXT 

IFA NEXT made its successful debut as an 

innovation hub at IFA 2017, covering topics 

that belong together under one roof for the 

first time: 

• An exhibition of innovative technologies 

for the markets of tomorrow – featuring 

fascinating lectures from research institutes, 

universities, organisations, platforms and 

startups. 

• The global Innovation Congress IFA+ Summit 

featuring forward-looking topics that reach 

far beyond day-to-day events. 

• The IFA Keynotes featuring lectures and 

presentations by senior decision-makers 

from leading companies. 

• Specialist conferences held by organizations 

partnering with IFA 




21

TRADE TALK 

ELECTRONIC RETAIL 

THE STATE OF PLAY IN 2018 

Key retailers give their points of view on “where we’re headed” in 

coming months and years… 

This year more than ever, electronics retailers are seeking ways to hang on 

to market share, increasing access to their products, while retaining a close 

relationship with their end customers. We asked some of the top players for 

their points of view. 

Today’s retail landscape is 

constantly evolving and 

this is partly being driven 

by the mobile revolution 

and changing consumer 

preferences related to this. 

According to GfK’s Global 

Director of Digital Retail, 

Markus Tuschl, “European 

consumers are seeking out 

large-screen smartphones 

for easier online shopping 

and the level of demand 

we’re seeing is now 

beginning to catch up with 

China, the leading market 

for these devices. Shoppers’ 

behaviours and attitudes 

are also fluctuating and 

retailers must understand 

what’s going on in order to 

respond and identify gaps 

in the market. With many 

opportunities requiring 

significant investment 

in technology, this is an 

important time for retailers. 

There is a real challenge 

when it comes to figuring 

out which areas will have 

the most impact.” 

Hans Carpels, President, 

Euronics International 

explains that companies 

with existing brick & mortar 

stores are limiting their floorspace 

in order to optimise 

the choice of products and 

their inventory on one hand 

and channel sales through 

their online operation of the 

long tail, adding, “On the 

other hand, most of them 

invest in a better customer 

experience in the store 

itself, creating more space 

and a friendlier approach. It 

is foreseeable that the same 

trend (enhanced customer 

experience) will be offered 

in the online offer as well. 

Some “pure players” are 

already going that road.” 

Fnac Darty Group Chief 

Executive Officer Enrique 

Martinez states that within 

the model that his group 

advocates, online sales will 

continue to grow, hand in 

hand with physical retail. 

“The key for retailers will 

be to create the conditions 

of a seamless customer 

experience across every 

channel. It is a virtuous 

circle: each time we open a 

new Fnac or Darty store, we 

observe that over 50% of 

the click-and-collect sales in 

that store are generated by 

customers that had never 

bought on fnac.com before.” 

Karl Trautmann, member of 

the management board at 

ElectronicPartner confirms 

that regardless of whether 

stationary retail sector or 

simple online retailer, the 

two are moving towards 

each other and developing 

omnichannel concepts: 

“Even for customers, 

there are no noticeable 

differentiations and maybe 

that’s good. Thus, we reach 

the customer immediately 

and everywhere, in fact with 

the same service level. We 

believe there is an enormous 

growth potential.” 

So, what will the balance 

between online and bricks 

& mortar retail be in five 

years’ time, and what will 

be the key to sales success? 

One of the key success 

factors, states Trautmann, 

is the rapid or immediate 

availability of products. 

“Our existing store network 

is of great advantage over 

online-pure-players, as 

they have to compensate 

by cost-intensive same day 

delivery. Here, we are one 

step ahead, and inspire our 

customers with an optimum 

interaction.” 

The number one driver of 

change in retail globally, 

according to almost 90% 

of the experts who took 

part in a 2017 GfK study, is 

convenience. 

“As this is a very general 

concept, we analysed what 

it actually means from 

a retailer’s perspective 

and how it can be 

operationalised in the 

real world,” says Tuschl. 

“Convenience, followed 

by the internet and mobile 

communication (85% 

and 84% respectively) 

are considered the main 

trends which are impacting 

developments in today’s 

retail environment.” 

However, with these trends 

being relatively obvious, 

the GfK research boss says 

the most important insights 

come from areas that are 

expected to increase in 

relevance in the future. And 

the same is true for new 

technologies. “One example 

in terms of trends is how 

MULTIFUNCTIONAL TECHNICAL GOODS: 

THE FASTEST GROWING PRODUCT AREA, 

UP 14.4% 

-6.9 

Consumer 

electronics 

(CE) 

Information 

technology 

(IT) 

-4.4 -4.8 

Office 

equipment 

(OE) 

-5.2 

personalised marketing, 

which is key to building 

stronger relationships 

with consumers and 

driving long-term sales, 

will have a greater impact 

on developments in the 

future.” 

To manage the investments 

effectively, Tuschl insists 

that retailers need to keep 

one eye on understanding 

how new technologies can 

help them, and by analysing 

technological developments 

in terms of their perceived 

relevance and the likelihood 

of them being the focus 

of future investment by 

retailers, it’s possible for 

businesses to pinpoint 

which technologies to invest 

in and how to differentiate 

in a very competitive 

environment 

1.4 6.1 5.9 0.8 14.4 6.4 5.2 7.1 0.8 12.2 2.4 7.7 

Jan to Sept 2016 compared with Jan to Sep 2017 

Multifunctional technical 

goods 

(MTG) 

Photo 

(PH) 

Source: GfK Point of Sales Tracking, January to September 2017. If not indicated otherwise, all figures 

based on 18 countries and on sales value % 

Telecom 

(TC) 

Small 

domestic 

appliances 

(SDA) 

Traditional sales 

Internet sales 

Sales value % 

Major 

domestic 

appliances 

(MDA) 

22

TRADE TALK 

EXPERT 

WHERE POS IS 

BECOMING POE 

IFA retail partner Expert International GmbH 

has more than 3,600 stores in 21 countries, with 

total retail sales of more than €13bn in product 

including consumer electronics (TV, audio, etc.), 

mobile phones, IT products (desktops, notebooks, 

printers, software, accessories, etc.), as well as home 

appliances. We asked Expert Managing Director, 

Dieter Mathys, what “makes the difference” with 

their stores? 

Focus on the best advice 

and comprehensive 

services, combined with 

an increasingly mature 

multichannel approach. The 

POS is gradually becoming 

a POE (point of emotion 

and/or experience), but not 

with jokes, but with sensible 

measures that really make a 

difference to the customer: 

less is more! 

What are you noting as 

being the main trends in 

the market in terms of 

demand (sweet spots)? 

There are many new, 

interesting products. What 

is most in demand, however, 

are convenience when 

shopping and good prices. 

How important is IFA as a 

networking platform for 

you? 

IFA is still the most important 

and best fair for us. We 

learn more about the latest 

products in a highly efficient 

way and can exchange ideas 

with the strategic suppliers. 

Despite the Internet, personal 

exchange still exists: Thank 

God! 

How could you best 

describe your general 

strategy in the market? 

Our strategy is based on 

four pillars (the 4Bs), with 

the aim that our National 

Retail Organisations offer 

the best level of advice and 

service to our customers: 

• Basics: We are a retail and 

service group which offers 

a professional multichannel 

retail environment 

• Buying: Our National Retail 

Organisations centralise 

the buying power of the 

independent retailers in order 

to offer competitive prices to 

our customers, with a full 

selection on and off-line 

• Branding: The Expert 

brand is associated with 

competence in our industry 

• Be digital: Our unique 

way of multi-channelling in 

our countries is based on 

the location of our physical 

stores, combined with a 

personal approach and 

meaningful communication 

with our customers 

Dieter Mathys 

Managing Director, 

Expert International GmbH 



23

EXCLUSIVE INTERVIEW 

WE HAVE SEEN TENS OF 

THOUSANDS DEVELOPERS 

WORKING ON INTEGRATING 

ALEXA 

David Kaiser 

German Country Manager, Alexa Skills 

Alexa, the voice from within 

Amazon is in pole position with its Alexa platform 

and the future looks bright 

As voice recognition takes off, we spoke to David 

Kaiser, German Country Manager, Alexa Skills, 

during the IFA Innovations Media Briefing in 

Berlin. We started by asking him how important 

Alexa is going to become for end users. 

I think it will become very 

important because voice is 

the more natural interface 

to interact with technology. 

In the past 50 or 60 years, 

we have switched from 

doing something strange 

– learning to type on a 

keyboard and using a mouse 

– in many user cases, this 

is not efficient. This is not 

intuitive. Voice will be much 

better to do this. 

Through Amazon Alexa, 

you have said that you 

want Amazon to become 

the most customer centric 

company. What does that 

mean? 

Everything we do at 

Amazon, we start with the 

customer. Whenever we 

invent something new, we 

start with the customer 

and try to solve a problem. 

We want to make their 

lives easier and better. We 

really care about what our 

customers want. 

What are the main things 

that people use Alexa 

for now and how is that 

changing as time goes 

on? 

A lot of people use Alexa 

for productivity and small 

things like setting a timer 

or a reminder. We see more 

and more people using the 

communication feature. 

Besides that, we see the 

entertainment part of Alexa 

is growing, such as listening 

to music and listening to 

media devices, but also 

gaming is a huge topic. 

What does the future 

look like? What scenarios 

are you looking at? 

I can’t talk about the 

future, but recently we have 

made Alexa able to control 

cameras, and security is a 

very important topic for 

people at home. Amazon 

recently acquired Ring, the 

video doorbell company, 

which enables consumers 

to see live video of someone 

ringing the doorbell. A few 

months back we launched 

Echo Buttons, which lets 

gamers play interactive 

games with Alexa as a 

moderator or as play host. 

How will Alexa drive 

control of the smart 

home? 

As well as no longer needing 

a remote, it also means that 

you can set scenarios, such 

as the smart house. We call 

that “routines”, where you 

can define your routines and 

Alexa can do a lot of things 

at the same time. 

One example is that as you 

say “good morning”, it 

opens the blinds and turns 

on the daily news briefing in 

your bathroom. Or another 

example is say “Alexa start 

movie time”, and it dims the 

lights to 20% in the living 

room, turns off the music 

and starts the TV, just with 

one very short, efficient 

voice task. 

How many devices are 

Alexa-enabled? 

We have a vision that Alexa, 

some day, is everywhere. We 

have seen tens of thousands 

developers working on 

integrating Alexa into 

products and hardware and 

we have more than 50 forms 

of different Alexa devices like 

smart speakers and robots, 

right the way up to lights 

with integrated Alexa. 

On Saturday, Daniel 

Rausch, Amazon’s Vice 

President of Smart Home 

will deliver a keynote at 

IFA. Can you give a taste 

for what Daniel will speak 

about? 

He will go into a lot of 

the new things that have 

come and explain how our 

customers interact and what 

new possibilities are there to 

interact with Alexa. 

In 10 years’ time, what 

will happen to Alexa? 

I’m pretty sure that we will 

expand around the globe 

and we have accelerated 

how we launch new 

countries. Alexa is now 

available in seven languages 

in many different countries 

and we’ve just launched in 

France and have recently 

announced in Italy and 

Spain for developers. 

I don’t know if we’ll get 

around the globe in one, 

three or, five years and I 

don’t know how the future 

will look in 10 years, but, 

for sure, voice will be 

everywhere 

24

EXCLUSIVE INTERVIEW 

Georg 

Walkenbach 

Member of the Board, 

ZVEI 

Beurer unveils 

connected health 

solutions 

A number of new products are 

being launched by Beurer at IFA 

SDAs offer many 

new opportunities 

The wide-ranging small domestic 

appliance market offers an even 

greater number of categories this year 

As well as being Managing Director of Beurer, Georg Walkenbach 

is a board member of ZVEI, the German manufacturers’ association. 

We asked him how he saw the major trends in the small domestic 

appliances category progressing this year. 

There are many trends. Healthy 

living is a big one and comfortable 

living is another one. It starts with air 

cleaning, which has experienced a 

sales boom; sales of coffee machines 

are still on the rise; and then there 

is the big innovation area, cordless 

appliances. Sales of stick vacuum 

cleaners have overtaken sales of more 

traditional products. This year the 

small appliances market will grow by 

around 3%. 

What are the key innovations in 

the kitchen? 

Healthy cooking is an important 

trend. Sales of air fryer products have 

been strong, as the technology offers 

consumers the same taste, but with 

less fat. This area is continuously 

growing. After the huge boom in 

juicing, this category is in slight 

decline, as many manufacturers have 

entered this space, and prices are 

dropping. 

Can you tell us more about 

demand for health devices? 

The health market is preforming 

well. The activity trackers area is a 

very competitive market that is being 

rivalled by the smart watch category, 

which is still growing. Activity trackers 

are struggling to compete with smart 

watches which have so many functions 

built-in– you can even measure your 

pulse with a smart watch. 

THIS YEAR THE 

SMALL APPLIANCES 

MARKET WILL 

GROW BY AROUND 

3%. 

A target market for health devices is 

50+, where the main goal is to ether 

get healthy again or to stay healthy 

and that’s the goal for everyone. We 

all reach a certain age and are well, 

financially independent, and now we 

are worrying about our health and 

that is constantly growing. 

What does the future hold for 

connected small appliances? 

Connected is an additional feature to 

give more value to the products, so 

you can do more with them. With a 

lot of products, connectivity will be a 

feature that makes sense 

With many trends in the 

area of health, Beurer 

is presenting a range 

of innovations at IFA. 

We spoke to Georg 

Walkenbach, Managing 

Director of Beurer, 

and started by asking 

him about the area of 

reducing stress. 

One way of reducing stress 

is heart rate variability (HRV) 

training. The term “heart rate 

variability” (HRV) describes 

the ability of the human body 

to adjust the frequency of 

the heart rhythm to different 

situations in life. Launching at 

IFA, the stress releaZer provides 

a new way of controlling 

HRV. The stress releaZer is 

compatible with the free 

Beurer CalmDown app. The 

app enables the user to create 

a tailored exercise programme 

with a reminder function. 

The training units can also be 

customised, for example with 

music and light. A weekly 

evaluation of the personal 

stress level coupled with direct 

feedback after every exercise 

further help the user to analyse 

and better understand how 

they handle stress. 

We understand that Beurer 

is unveiling a world first 

in the area of cellulite 

reduction at IFA, what can 

you tell us? 

The first cellulite releaZer has 

proven medical claims. We 

can really claim to reduce 

cellulite, which is a mass 

market. The targeted use 

of vibration massage with 

the Beurer cellulite releaZer 

increases microcirculation in 

the tissue, and encourages 

and accelerates the reduction 

of fat molecules. 

This demonstrably and visibly 

tones up the deep tissue – for 

noticeably smooth, firm, and 

toned curves. 

What is Beurer doing in the 

area of self-optimisation? 

Self-optimisation is a huge 

trend. The Beurer EMS 

homeStudio is a high-end 

EMS device for use at home. 

Together with the free Beurer 

EMS HomeStudio app, users 

are provided with professional 

EMS training. The user can 

choose between Fitness & 

Power and Relax & Wellbeing, 

with a total of 20 workouts 

available in the app. The 

level of difficulty can be 

customised and users can also 

create their own workouts 

from 50 exercises. The device 

comes with four cuffs and 

eight electrodes which are 

controlled via four separate 

channels 


25

CONSUMER 

LIFESTYLE 

From smart cities 

Developing the “smart ec 

Hans-Joachim Kamp 

Chairman of the Supervisory Board of 

gfu Consumer & Home Electronics 

The recent 2018 IFA Innovations Media Briefing, which 

featured high-level representatives from consumer and home 

electronics, related industries, and the world of media, took a 

close-up look at the theme "Smarter Ecosystems." 

At this year’s event, Hans-Joachim 

Kamp, Chairman of the Supervisory 

Board of gfu Consumer & Home 

Electronics, presented some 

fascinating insights from gfu's 

2018 market study, "Motives, 

Attitudes and Purchase Criteria: 

Consumer Trends in Consumer 

and Home Electronics." 

Using Germany as a test case, 

gfu focused on the number and 

range of electronic devices in 

households and the motivation 

for buying them. Is UHDTV a 

purchase criteria? How is the TV 

market changing and what do 

buyers think of networking and 

voice control? Which devices are 

currently on the shopping list and 

what is the budget? 

The results highlighted the fact 

that consumer adaption to gamechanging 

technology, while 

inevitable, still takes time. While 

76% of German respondents 

to the study said they knew 

the term Smart TV (half of all 

households own one), only 26% 

of respondents know 5G, the 

new mobile standard, and a mere 

16% were aware of the term the 

Internet of Things (IoT - Internet of 

Things). 

UHDTV 

SALES ARE 

FINDING SOLID 

UPWARD 

MOMENTUM, 

ACCOUNTING 

FOR 20% OF TV 

SALES IN 2018 

Kamp noted that UHDTV sales are 

finding solid upward momentum, 

accounting for 20% of TV sales 

in 2018 — as opposed to 16% 

in 2017. Meanwhile, UHD is 

among the most important criteria 

when buying a TV, with 61% of 

Smart TV consumers saying that 

UHD technology had seriously 

influenced their buying decision. 

One problem for the Smart TV 

market, however, is the fact that 

most people are streaming content 

on their smartphones (62% of 

respondents) or PCs (60%) and 

Tablets (46%), even if most of 

the streaming content is TV series 

(68% overall but 76% with 16-39 

year-olds, with Amazon Prime and 

Netflix dominating). 

While the Smart TV market is now 

forcing to compete with a whole 

suite of connected streaming 

devices, it will continue to have a 

central place in the smart city of 

the future. 

Karel van de Horst, Digital Officer 

Europe, BSH Home Appliances 

GmbH, and Paulo Ferreira, Vice 

President Smart Vertical Solutions 

& Smart Cities, were on hand at 

the IMB to discuss the path from 

smart cities to smart kitchens. 

In less than 30 years, six billion 

people will live in cities — every 

LG EXPANDS OLED TV 

OFFERING WITH THINQ AI 

ANDΑ9 IMAGE PROCESSOR 

LG Electronics 2018 TV line-up hosts an 

array of OLED and SUPER UHD models, 

demonstrating its commitment to leading 

the global premium TV market. 

LG’s new TV products feature the 

company’s exclusive ThinQ artificial 

intelligence (AI) technology and 

advanced α (Alpha) processor which the 

company states will lead the way in 

solidifying LG’s position in the global 

market for premium TVs, with the market 

for OLED TVs forecast to see sales of 2.5 

million units this year from 1.6 million 

in 2017. 

With LG’s (Alpha) 9 intelligent processor 

powering company’s market leading W8, 

G8, E8 and C8 OLED TV series, viewers 

experience enhanced image rendering 

and more accurate colours from virtually 

any viewing angle in addition to perfect 

black levels, the hallmark of LG’s OLED 

TVs. And with Dolby Atmos sound and 

optimal picture quality, this year’s TVs 

from LG provide consumers with an 

immersive viewing experience. 

» HALL 18 / STAND 101 

KEY SELLING POINTS 

Deep ThinQ AI 

technology – viewers 

can talk to their TV 

Processor - LG’s newest 

α (Alpha) 9 intelligent 

processor provides trueto-life 

images 

Ultimate Cinema HDR 

Experience - LG’s 2018 

OLED and SUPER UHD 

TVs promise a truly 

cinematic experience 

26

SNEAK PEEK 

to smart kitchens 

osystems” of the future 

16 months a city crosses the 10 

million population barrier and thus 

becomes a "mega city." Bosch is 

therefore committed to creating 

smart solutions that will make 

these cities safe, comfortable, 

efficient, and ultimately enjoyable 

to live in. 

BSH's vision is to create an urban 

environment free from emissions, 

stress and accidents. Intelligent 

technologies are thus the key 

to sustainable urbanisation and 

BSH is thus expanding its Home 

Connect kitchen range to include 

over 20,000 devices. The steadily 

expanding device ecosystem is 

part of a wider push to ensure that 

a high “quality of life” drives the 

bold new innovations on show at 

IFA in 2018 and beyond. 

In this way, the third presentation 

at the gfu Insights and Trends 

session explored how the 

dawning of “chatbots” will 

make the connected world even 

more seamless. Titled "Welcome 

to the Age of Entertainment: 

How Chatbots and Digital 

Assistants Transform Customer 

Communication," Andreas 

Konrads, CTO of Silbury, a 

German tech company, showed 

how digital assistants are already 

laying the foundations for the 

"age of entertainment" — which 

he describes as a more natural 

form of human communication 

through which we express our 

needs and interests and connect in 

an emotional way. 

That's why digital assistants like 

Alexa, Siri or Cortana are moving 

into our lives. 

Already today, they perform simple 

tasks, win customers and perform 

completely new services. And they 

learn fast. 

The fourth Insights and Trends 

presentation was by Ralf 

Exler, Director of Innovation 

Management at Kathrein, a 

century old communications 

technology firm, who described 

the coming 5G networks that will 

make the connected world more 

possible. He described to the 300 

journalists and industry leaders in 

attendance how these networks 

will offer "Massive Data, Massive 

Connectivity, NetVirtualisation 

and Convergence, Coverage 

Everywhere and Overall Security," 

standards that are already having a 

major impact on communications 

networks. 

All will be in place, he says, by 

2025, a time of exciting and 

endless new possibilities for the 

consumer electronics and home 

appliance sector. 

MIELE PARTNERS WITH 

MCHEF TO MAKE MOST 

OF NEW DIALOGUE OVEN 

Miele presented its new Dialog 

oven at the last IFA, but now a 

startup called MChef is working 

with the home appliance leaders to 

deliver top gastronomy to homes 

around the country. 

The new partnership was 

announced by Frank Jüttner, 

Managing Director of Miele's 

German sales subsidiary, at the IFA 

Innovation Media Briefing in Berlin. 

The bold new collaboration allows 

Dialog oven owners to download 

the MChef app and order premium 

dishes or entire three-course menus 

to cook in only 20 minutes in their 

own kitchen. When they arrive 

on the customer's doorstep, the 

ingredients are expertly arranged 

on porcelain plates and are ready to 

be cooked to perfection in a Dialog 

oven. 

Frank Jüttner 

Managing Director of German sales 

subsidiary, Miele 

SLEEPING SMARTER, 

Philips SmartSleep is the world’s first and only 

clinically proven wearable solution to improve 

deep sleep quality for consumers who do not 

get enough sleep 

According to Royal Philips, nearly 40% 

of people aged 25-54 get less than the 

recommended seven hours of sleep per 

night, which is reported to result in difficult 

concentration, memory and focus. Studies 

suggest that deep sleep, or slow wave sleep, 

plays a critical role in resetting our brains to 

be more alert and focused, and that people 

who experience high quality slow wave sleep 

have been shown to be more alert during 

the day, with better memory consolidation, 

executive function and daytime energy. 

THANKS TO PHILIPS 

Philips’ new SmartSleep is uniquely 

designed with two small sensors that detect 

periods of slow wave sleep and intervene 

with clinically proven technology to boost 

it in real time. Philips’ proprietary advanced 

sleep analysis algorithms, developed in 

collaboration with leading sleep experts 

and neurologists, produce customised audio 

tones that enhance the depth and duration 

of slow wave sleep. An accompanying 

app logs sleep improvement over time 

and provides tips and advice on how to get 

the best possible night's sleep. Already, 70% 

of chronically sleep-deprived users who have 

tried SmartSleep for just two weeks reported 

feeling less tired during the day. 

» HALL 22 / STAND 101 


Meets a real need – 

More and more people 

suffer from a lack of 

sleep 

Uniqueness – No 

other company offers 

technology that 

enhances sleep in this 

way 

Connected – Thanks to 

the app, it’s possible to 

follow one’s progress in 

sleep patterns. 


27

CONSUMER 

LIFESTYLE 

... Developing the “smart ecosystems” 

of the future 

Harald Friedrich 

Managing Director, Bosch 

The correct oven programme 

settings are launched directly 

from the MChef app and average 

cooking time is 20 minutes. Now 

people can invite guests to dine as 

if in their favourite restaurant, all 

in the comfort of their own home. 

Orders received online by 12.30pm 

will be delivered the next day, 365 

days a year. 

The gourmet service, unique 

throughout the world, is due to 

start in September in north-west 

Germany and will be rolled out 

across the rest of the country from 

the beginning of next year, Jüttner 

announced. 

A new flagship model from 

Miele's range of countertop 

coffee machines, the CM 7750 

CoffeeSelect will be launched at 

this year's IFA. With an option to 

select from three different bean 

types at the touch of a button, a 

new stainless steel conical grinder 

quietly gets the job done without 

leaving any residue behind; it's 

also the only countertop coffee 

machine which self-descales and 

automatically adjusts the height of 

the spout to the size of the cup. 

Miele said it is also revolutionising 

laundry care with a “SingleWash” 

feature that addresses the dilemma 

of only needing to wash a few small 

items. "Even the smallest of loads 

right down to a single garment can 

now be washed economically, fast 

and hygienically," Jüttner promised. 

SingleWash gauges water and 

electricity consumption and even 

the cycle time to the precise needs 

of tiny loads. Just enough water 

enters the drum to saturate the 

textiles and the heating energy 

required is therefore relatively low. 

The result: 60% less energy and 

just half as much water is used. 

SMART TODAY 

– SMART TOMORROW: 

BOSCH HOME CONNECT 

As part of the BSH group, Bosch, as 

a hardware company, has evolved 

into the realm of connectivity. 

"The Home Connect ecosystem 

is by no means exhausted with 

the current services," emphasised 

Bosch Managing Director Harald 

Friedrich in Berlin. "On the 

contrary, the smart home is still at 

the beginning of its development." 

In 2018, Bosch will ship 500,000 

connected devices according to 

Friederich, adding that by 2023 

the company will sell 23 million 


Crisp, clear OLED 

quality images 

Accuracy and detail 

– thanks to the new 

processor 

Design – simple 

design fits-in with a 

broad range of décors 

HISENSE SPORTS MODE 

ADDS TO WORLD CUP 

EXCITEMENT 

As official sponsors of the 2018 soccer World 

Cup, Hisense ensured that sports fans had the 

ultimate experience – thanks to a special “sports 

mode” in their top end ULED TVs. This specially 

designed viewing mode enhances horizontal 

motion and “perfectly matches” the game 

one’s watching, giving the viewer a front row 

experience. 

Avid gamers can also get the best out of their 4K 

gaming consoles with the new “Game Mode”. 

This setting allows the TV to display the gaming 

console at full speed directly to the TV, bypassing 

other features that 4K HDR consoles do not 

need to operate. The result is a blazing fast input 

response, giving users an edge in competitive 

gaming. 

» HALL 6.2 / STAND 202 


Contrast: Prime Array Backlight 

technology – this latest 

innovation has more than 1,000 

Dimming Zones and is available 

on Hisense’s flagship 75in Series 

9 

Smart: the new VIDAA U 

2.5 Smart TV platform and 

RemoteNOW – an exclusive 

Hisense app that allows users 

to control their ULED TV and 

customise their favourite apps, 

channels and inputs straight from 

their smartphone 

Brightness: flagship Series 

9 models boast HDR 

Supreme with 2500-nit Peak 

Brightness and Ultra HD 

Premium Certification 

SONY BRAVIA 

MASTER SERIES AF9 

OLED 4K HDR TV 

Sony’s new Master Series AF9 OLED television employs 

multiple proprietary technologies and solutions along with 

the next generation Picture Processor X1 Ultimate at the fore. 

The new processor plays a vital role in delivering the picture 

in the Master Series. 

The Picture Processor X1 Ultimate can intelligently detect 

and analyse each object in the picture through Sony’s new 

Object-based Super Resolution for exceptional accuracy and 

detail. Also, the Object-based HDR remaster has been notably 

updated and now allows each object to be remastered 

individually for better depth, accurate texture and all-in-all 

more realistic picture. 

» Hall 20 / STAND 101 

28

SNEAK PEEK 

connected products. This massive 

leap will be made possible by 

increasing collaboration with 

partner products such as Amazon 

Alexa that have become part of the 

Home Connect infrastructure. 

Bosch's networked Home Connect 

kitchen has now been completed 

across all product categories, with 

users able to check the status of 

their devices anytime, anywhere via 

smartphone or tablet — and using 

secure data exchange. Not only can 

the washing machine be started 

remotely, the Home Connect 

app also sends push messages to 

the user's mobile phone on the 

program status. 

"Consumers associate reliability 

and quality with the Bosch brand," 

Friedrich told journalists at the IFA 

preview, adding that Bosch is the 

best-selling brand in Europe. The 

reason? By making "integration 

and individualisation priorities in 

the kitchen," he added. "The key 

to this is simplicity, reduction to 

the essential and concentration on 

details." 

This strategy will be embodied at 

IFA 2018 when Bosch releases its 

series of new built-in appliances, 

the Accent line in carbon black. 

All device categories are included, 

including a new Sous Vide. Also 

at IFA, five more colours for Bosch 

refrigerators will be launched, 

meaning there's a total of 24 

colours to choose from. 

"FLEXIBILITY WITHOUT 

LIMITS": SIEMENS RAMPS 

UP DIGITAL COOKING 

INFRASTRUCTURE 

Olaf Nedorn, Head of Marketing 

and Communications at Siemens 

Home Appliances, was on hand at 

the 2018 media briefing to unveil 

some 2018 IFA products that align 

with megatrends like connectivity 

and mobility. This includes the world 

premiere of the Studioline-branded 

Free Induction Plus cooktop under 

the slogans "flexibility without 

limits" and "the future moving 

in." The theme this year is digital 

cooking and the device is typically 

controlled through the Siemens 

proprietary HomeConnect app. 

"Connectivity is shaping the 

home appliance market as a 

megatrend: The number of large 

household appliances connected 

with household appliances rose 

by 81% last year," said Nedorn. 

"The cooker hood technology 

CookConnect is only one of many 

examples: The extraction capacity is 

based on the settings of the cooker 

Olaf Nedorn 

Head of Marketing and 

Communications, 

Siemens Home Appliances 

PANASONIC TV LINE UP 

INCLUDES WORLD’S FIRST OLEDS 

TO SUPPORT HDR10+ DYNAMIC 

METADATA TECHNOLOGY 

Building on the numerous accolades 

garnered by its 2017 OLED screens 

for their extremely accurate pictures, 

Panasonic’s 2018 line-up of OLED 

televisions consists of four models across 

two ranges. The company claims they 

were the first OLED screens available 

to support HDR10+ dynamic metadata 

technology and able to stream several 

hundred hours of Amazon Prime Video 

HDR10+ catalogue. 


Four 2018 OLED 

models all support 

HDR10+ dynamic 

metadata technology 

Panasonic continues 

collaboration with 

Hollywood giant 

Deluxe, ensuring 

fidelity to filmmakers’ 

creative intent 

Profound under-thehood 

improvements to 

Panasonic’s proprietary 

HCX image processor 

To deliver the excellent audio quality, 

the FZ950 range is complemented by 

the addition of a “Tuned by Technics” 

Dynamic Blade Speaker – a deceptively 

thin audio system optimised by 

Panasonic’s acclaimed hi-fi brand to 

deliver a refined and powerful field of 

sound. 

» HALL 5.2 / STAND 101 

TV WHEN IT’S ON 

– ART WHEN IT’S OFF. 

Samsung Electronics this year reimagined 

its award-winning lifestyle TV, The Frame. 

With enhanced features, new customisation 

options and more than 800 available works 

of art, The Frame for 2018 transforms the 

living room into a dynamic gallery space. 

Owners of The Frame now have more ways 

than ever to customize the look and feel 

of their room. The Samsung Art Store, the 

world’s largest art platform for TV, houses 

an ever-growing and diverse library of 

artwork from some of the most prominent 

museums, galleries and artists around the 

world – including the recent addition of 

more than 30 iconic pieces of photography 

from The New York Times. 

» CITYCUBE 


Surprise factor – 

owners surprise guests 

with a “different” 

breed of device 

Variety – choose an 

image to suite one’s 

mood when TV is off 

Image quality - the 

Frame features a crisp, 

clear 4K UHD screen 

with HDR10+ so users 

can view content 

just as the director 

intended. 


29

CONSUMER 

LIFESTYLE 


of the future 

Florian Lietzau 

Head of Marketing & PR, 

Gorenje 

and on the air quality determined 

by the sensors." 

He added that the Siemens 

Induction Free Induction technology 

provides "fun with cooking" since 

pots and pans can be moved in and 

position across the stovetop. "56 

micro-structures detect the size and 

position of the cookware," Nedorn 

noted. "Six zones for different heat 

levels can be defined So the energy 

supply changes by simply pushing 

back and forth up to six pots." 

GORENJE HIGHLIGHTS 

LAUNDRY CARE 

Florian Lietzau, Head of Marketing 

& PR at Gorenje, was at the IFA 

media briefing to explain the 

Slovenian household appliance 

company's key mission at the 2018 

show: "To reposition the Gorenje 

brand in the field of laundry care." 

To this end, Gorenje will be 

presenting new washing machine 

models branded under the 

WaveActive series. Not only does 

a new WaveActive drum promise 

gentle laundry care, it also has 

significantly improved driver ribs for 

better distribution of the laundry 

and better rinsing. 

In addition, an IonTech ionizer 

removes 30% more stains at lower 

temperatures and with reduced 

limescale. It also helps smooth fibres 

and refresh laundry. A real steam 

generator also reduces wrinkles, 

odours and bacteria, while Doseaid 

GORENJE 

IS DEDICATED 

TO DEVELOPING 

SOLUTIONS THAT 

HAVE A LASTING 

POSITIVE IMPACT 

ON USERS’ 

EVERYDAY LIVES, 

AS WELL AS THE 

ENVIRONMENT. 


Standard 2-pack 

offers coverage up to 

450 sq. m 

Three Wi-Fi bands 

with a dedicated 

backhaul to support 

100-plus devices 

Compatible with 

Amazon Alexa and 

IFTTT 

TP-LINK 

EXPANDS MESH OFFERING 

WITH NEW “DECO M9 PLUS” TRI-BAND 

SYSTEM WITH SMART HOME HUB 

TP-Link this year presents the 

Deco M9 Plus Tri-band Mesh 

Wi-Fi 2-pack system, the newest 

addition to the brand’s line-up of 

mesh solutions. 

More than just a router, Deco 

M9 Plus also functions as a 

smart home hub, enabling simple 

control of your favourite ZigBee, 

Bluetooth and Wi-Fi enabled 

Florian Sohn, 

Marketing Director, 

TP Link 

smart home devices from the 

easy to use Deco App. The built-in 

smart home hub functionality 

eliminates the need for additional 

smart hubs in the home. The 

system works with a variety of 

leading smart home brands and 

is also compatible with Amazon 

Alexa and IFTTT. 

» Hall 17 / STAND 111 


Design – The Pro 

Range Oven was 

recognised as Best of 

the Best at the Red 

Dot Design Awards 

Luxury finish - LG 

is collaborating with 

a number of luxury 

furniture brands that 

also feature LG kitchen 

products 

Modern – includes 

induction cooktop 

with a seven-inch LCD 

panel and black glass 

LG SIGNATURE KITCHEN SUITE: 

KOREAN GIANT POISED 

TO TAP INTO LUCRATIVE 

EUROPEAN MARKET WITH 

LUXURY HOME APPLIANCE LINE 

LG Electronics this year brings its luxury Signature Kitchen Suite 

for the first time to IFA Berlin. 

The Signature Suite features all-new products designed to 

integrate perfectly with existing kitchens specifically for the 

European market, including a no-handle oven with the control 

panel on the body and an induction cooktop with a seven-inch 

LCD panel and black glass. The innovative oven sports advanced 

capabilities such as both steam and convection cooking 

for healthy as well as delicious meals, ProHeat to uniformly 

distribute heat throughout the oven, and Speed Clean for fast 

and easy cleaning of splatters and baked-on food residue. All 

SIGNATURE KITCHEN SUITE appliances boast Wi-Fi connectivity 

and SmartThinQ technology, an open platform that can control 

a wide range of devices in the home using a free Android and 

iOS app. 

» SUMMER GARDEN / STAND A10 

30

SNEAK PEEK 

recommends the right amount of 

detergent depending on the type of 

laundry. The WaveActive heat pump 

dryers also has a patented filter. 

Gorenje is dedicated to developing 

solutions that have a lasting 

positive impact on users’ everyday 

lives, as well as the environment. 

All WaveActive generation washers 

and dryers will therefore meet the 

highest environment standards and 

boast extreme energy efficiency. 

The new WaveActive generation of 

washers and dryers will enter the 

market in 2018. 

SAGE'S BAMBINO PLUS 

PUNCHES ABOVE ITS WEIGHT 

The espresso machine market 

has a new player in Europe, with 

Australian manufacturer Sage (a 

rebranded version of local Breville 

household apppliances) hitting the 

market with a bold new range of 

barista quality machines. Gerd 

Holl, Sage Appliances Managing 

Director Germany & Austria, was 

at the IFA media briefing to give 

some sage advice about an exciting 

new strategy to get traction in the 

crowded coffee appliance market. 

"Sage has been developing and 

producing high quality small 

kitchen appliances for 85 years," 

Holl said of a company that only 

set up Germany in October 2017. 

While Sage offers products for three 

categories: Food Prep, Cooking 

and Beverage & Toast, the home 

appliance newby is aggressively 

targetting the home barista market 

with a range of models including to 

topline Barista Express. 

The new Bambino Plus with 

corresponding grinder (featuring 

LED display for perfect measuring 

of the necessary 20 grams of fresh 

ground espresso coffee) was the 

main focus of the IFA briefing, the 

compact espresso machine offering 

three seconds of heat-up time, 

plus three milk temperature levels 

and three different milk textures 

for perfect flat whites, lattes and 

cappuccinos. 

A live demonstration pitted 

the Bambino against a full size 

commercial machine and the little 

guy punched way above its 

Gerd Holl 

Managing Director Germany & Austria, 

Sage Appliances 

BRITA is partnering with leading 

appliance manufacturers 

ADVERTORIAL 

BRITA filtered water simply 

tastes great, which is why 

millions of consumers around 

the world enjoy its products, 

from water filter jugs to 

the new on the go water 

filter bottles, all the way to 

sophisticated pressurised water 

filter systems. 

BRITA has developed a 

particularly high level of 

expertise in the preparation of 

hot drinks. This is because BRITA 

filtration reduces hardness and 

metals from tap water helping 

coffee achieve a richer aroma, 

tea to demonstrate its complex 

flavour and appear free from 

unsightly streaks. What is 

more, BRITA protects highquality 

domestic appliances 

from limescale build up, thus 

significantly extending their 

service life. 

Thanks to the collaboration 

between BRITA and reputable 

manufacturers in the household 

appliance industry, consumers 

can purchase both small and 

large electrical appliances 

that are directly fitted with 

integrated BRITA water filter 

systems: 

Espresso machines, automatic 

coffee makers, kettles, tea 

makers or refrigerators can 

all now benefit from the 

positive attributes of BRITA 

filtered water. In addition to 

improved flavour and appliance 

protection, particularly in terms 

of lifestyle benefits, there is also 

the practical two-in-one aspect. 

The filtering of the water and 

the preparation of hot drinks, 

for example, is now a one-step 

process that saves time and 

space. 

BRITA Integrated Solutions 

Partners such as Bosch, 

Siemens, Russell Hobbs, 

Morphy Richards, Philips Saeco, 

Liebherr and Samsung have 

been fitting BRITA filter systems 

for some time, in order to 

benefit from the advantages 

of BRITA filtered water. There 

are many water filter systems – 

why choose a partnership with 

BRITA? 

Established in 1966, the 

company now has a presence 

in more than 66 countries, 

making it one of the leading 

companies worldwide in the 

field. As a result, the familyowned 

German company is 

now internationally recognised 

as the undisputed expert in 

water filtration. 

For more on BRITA, visit 

www.brita.net 

The following BRITA “Integrated Solutions Partners” are part of IFA 2018: 

Hall 3.1 / Stand 101 Hall 2.1 / Stand 201 

Hall 9 / Stand 205 Hall 22 / Stand 101 Hall 4.1 / Stand 208 CityCube Hall B / Stand 101 Hall 1.1 / Stand 101 


31

CONSUMER 

LIFESTYLE 


of the future 

Astrid Duhamel 

Head of Communication 

& Digital DACH, Group SEB 

weight, producing an espresso 

the equal of the professional 

device. The Bambino Plus will be 

available from October. 

SEB CREATING RECIPES 

FOR SUCCESS 

"The diversity of the brands is our 

recipe for success," said Astrid 

Duhamel, Head of Communication 

& Digital DACH, Group SEB, at the 

IFA media briefing. 

With well-established household 

appliance brands like Rowenta, 

Krups and Tefal part of the SEB 

Group stable, Duhamel said that 

"our goal is to simplify, beautify 

and make everyday life easier for 

consumers." 

SEB will unveil the new Krups 

"Evidance Plus" coffee machine 

with a metal brewing unit, XL OLED 

color display and three additional 

coffee variations at IFA 2018. Also 

new is Krups' Cook4Me Connect 

for easy, fast, versatile meal 

preparation for the inexperienced 

home chef. The device can be 

personalized via an app that allows 

users to activate some 150 preinstalled 

step-by-step recipes via 

Bluetooth. 

From Tefal comes Access Steam 

Care, a new steam iron with a 

vertical ironing aid for quickly 

removing creases that is pitched to 

consumers on the go. The compact 

steam brush heats up in 40 seconds 

and irons an outfit for the office 

or for a dinner date in in no time. 

With its extra-long three-metre 

cable, the portable steam brush 

eliminates the hassle of setting up 

SEB 

GROUP'S GOAL 

IS TO SIMPLIFY, 

BEAUTIFY AND 

MAKE EVERYDAY 

LIFE EASIER FOR 

CONSUMERS. 

KITCHENminis 

COLOUR EDITION 

LAUNCHED AT IFA 

With their innovative KITCHENminis 

series, which now includes five 

generations and 23 products, the 

WMF brand is saving space, resources 

and energy in homes around the 

world. The most popular mini 

appliances include the Aroma Thermoto-go 

coffee machine, the long-slot 

toaster and the 0.8l kettle which now 

make an impact in colour. Just in time 

for the IFA 2018: the WMF trio is 

available immediately in the popular 

trend colours of copper and graphite. 

VACUUM SMOOTHIE 

TECHNOLOGY 

FROM KRUPS 

When making a smoothie, after a few 

seconds and minutes, the aspect of the 

smoothie changes, as it loses bubbles and 

changes colour due to oxidation. Krups has 

come up with a solution in its latest vacuum 

smoothie blender “to go”, called the Krups 

FreshBoost. 

In other words, once blended, the user can 

simply lift off the vacuum sealed jug and take 

it away – to work or around the home. Tests 

by Krups indicate a marked improvement in 

taste and better preservation of vitamins. 

» ENTRANCE SOUTH 

STAND 101 


Price – Krups has 

given the device a very 

attractive price point 

Healthy – more 

vitamins 

Flavoursome – 

improved flavour due 

to vacuum sealing 

WMF KITCHENminis ® Color Edition Aroma 

Thermo-to-go Coffee Machine Copper Mood 


Finish: Cromargan 

matt 

Small but not too 

small: maximum 

filling quantity of five 

cups 

Flavour: WMF Hot 

Brew technology for 

aromatic coffee from 

the first cup 

KITCHENminis Aroma 

Thermo-to-go coffee machine 

Shower, dress, check mails and make 

coffee at the same time? Sometimes 

stress takes over as soon as one gets 

up - it would be good if a coffee 

machine could make the morning 

a little easier for tired coffee lovers 

through sophisticated functions. The 

24-hour timer enables the brewing 

time to be set to suit personal 

preferences. If speed is needed in 

the morning, the coffee can also be 

brewed in the 300ml thermal beaker 

“to take away”. Aromatic fragrant 

pleasure when on the go. 

» HALL 6.1 / STAND 102 

32

SNEAK PEEK 

a traditional ironing board and is 

available from September 2018. 

Also hitting the stores during IFA 

is the Rowenta Silence Force 4A 

Multi-Cyclonic vacuum cleaner, 

which is billed at the "the most 

silent 4A+AAA performance 

vacuum cleaner ever." The device 

is exceedingly quiet at 66 decibels 

but is also highly energy efficient, 

this promising ultimate cleaning 

results and A+ energy efficiency via 

the new EffiTech Motor system that 

promises greater dust pick-up and 

less energy use. 

PHILIPS PROMISE 

HOLISTIC HEALTHCARE 

Focusing its theme on healthy 

lifestyles at IFA 2018, Philips is 

promising to Make Life Better with 

a suite of cutting edge healthcare 

product that the company hopes 

to make available to three billion 

people by 2025, said Marlies 

Gebetsberger, Senior Director of 

Marketing for Philips Personal 

Health at the IMB press event. 

Under the hashtag #makelifebetter, 

Gebetsberger presented this year's 

products with "a clear focus on 

equipping people with smart 

solutions that promote a healthy 

lifestyle." Central to a new suite of 

healthcare products was the Philips 

SmartSleep, with journalists given 

a "heads-on" demonstration of a 

connected headband that closely 

monitors sleep patterns and is 

proven to improve sleep quality, 

energy and reduce tiredness during 

the day. A complementary "Smart 

Sleep" product is the 5000 air 

cleaner that also promotes healthier 

sleep and prevents allergies. 

Also spotlighted was the new 

Prestige 9000 series electric razor; 

the new Sonicare ProtectiveClean 

toothbrush; and the Philips 5000 

coffee machine with LatteGo milk 

system. 

"By 2025, we want to improve the 

lives of up to three billion people 

every year," said Gebetsberger. "At 

Philips, we understand the area of 

holistic health for which we offer 

products" 

Marlies 

Gebetsberger 

Senior Director of Marketing, 

Philips Personal Health 

ROWENTA AIR FORCE 460 

- ALL FLOORS = 1 BRUSH, 

ALL SURFACES = 1 CLICK 

Users have true versatility with the Air 

Force all-in-one 460 Wireless vacuum 

cleaner. Very ergonomic, it ensures 

cleaning performance on all surfaces 

with extreme comfort. This highperformance 

upright cleaner turns 

into a hand-held vacuum cleaner with 

a single click. The Power Slim Vision 

suction head with motorised brush 

and the Power Boost engine ensure 

thorough cleaning results with great 

ease of use on all types of flooring, 

while a full range of accessories will 

allow users to vacuum on all surfaces 

with just one click. 

» ENTRANCE SOUTH 

STAND 101 


Cleans better than 

traditional methods 

Ease of use 

Cordless 

performance 


Ergonomic – works 

on all surfaces with 

extreme comfort 

High performance – 

power boost engine 

with motorised brush 

Versatile – either 

upright or hand held 

NEW BATTERY- POWERED FC 3 CORDLESS 

HARD FLOOR CLEANER FROM 

KÄRCHER 

Washing floors can be a never-ending 

task: You carefully wipe your mop 

back and forth, but often get the 

feeling you're simply moving the dirt 

around your home rather than actually 

cleaning it. Fortunately, there's now 

a real alternative to the mop and 

bucket: the new FC 3 Cordless Hard 

Floor Cleaner from Kärcher. 

A fresh water tank on the side of 

the machine continuously wets 

the FC 3 Cordless rollers with a 

cleaning solution, keeping your floor 

permanently freshly mopped. The 

microfibre brushes effectively remove 

the dirt collected by the stripper edge 

of the brush head, and then collect it 

in a dirty water tank. After mopping, 

the rollers can be removed very easily 

and washed at up to 60 degrees in 

the washing machine. Compared with 

traditional cleaning with a mop and 

bucket, the FC 3 Cordless impresses 

not only with what the makers claim 

is a 20% better cleaning performance, 

but also is reported to save 90% on 

water. 

» HALL 4.1 / STAND 213 


33

CONSUMER 

LIFESTYLE 

ADVERTORIAL 

Philips partners 

with Bowers & 

Wilkins 

Buyers will get the first glimpse 

of the potential of the new 

partnership at IFA 2018 

Philips TV and British audio 

engineering company Bowers 

& Wilkins have agreed a new 

multi-year exclusive partnership. 

According to Philips, the 

partnership will create 

outstanding products that 

set new visual and audio 

performance standards in the TV 

market, and is set to be one of 

the most exciting developments 

in the television sector for some 

time. 

Martijn Smelt, Chief Marketing 

Officer for Philips TV in Europe, 

claimed the new partnership will 

combine the world-renowned 

technologies and expertise of the 

two companies and will uniquely 

be able to share the internal 

engineering resources that have 

allowed each to design and 

develop a long series of groundbreaking 

products that have 

consistently set the benchmark 

for the best possible TV picture 

quality and the best outright 

audio quality. 

Smelt said: “The partnership 

has also been enhanced by both 

companies’ long-lasting tradition 

for developing all of their own 

bespoke technologies in-house, 

with total quality control over all 

stages of product development 

and production. 

“Philips has worked tirelessly to 

ensure that its TV sets consistently 

lead the market in terms of 

picture quality - including its 

award-winning P5 processing 

chip, European design and its 

Ambilight technology. Bowers 

& Wilkins has a proven long 

term commitment to in-house 

research and development, in 

order to achieve the truly best 

sound quality possible.” Smelt 

added: “For far too long, as 

an industry, we have allowed 

sound quality to be the poor 

relation when considering TV 

performance. A challenge that 

has been further exaggerated by 

the outstanding quality of our 

OLED sets. So, I’m delighted that 

we have been able to partner 

with the world’s best audio 

company Bowers & Wilkins to 

ensure that in future our Philips 

High End TV sound will offer a 

uniquely premium experience.” 

Richard Campbell, Chief 

Revenue Officer for Bowers 

and Wilkins, added: “Our new 

partnership with Philips TV 

presents a fantastic opportunity 

to help redefine the parameters 

of sound quality & performance 

on a TV. 

“The superb new Philips TVs will 

introduce our well-known audio 

performance to a new consumer 

audience who will be able to 

enjoy first-hand, the incredible 

experience only we can provide, 

‘Sound by Bowers and Wilkins’.” 

The two companies said the 

partnership has been made 

more effective and efficient by 

the location of key engineering 

facilities for both companies in 

Europe. Philips TV maintains 

an Innovation Centre in 

Ghent, Belgium while Bowers 

and Wilkins recently made 

a significant investment to 

expand and relocate its UKbased 

research and development 

centre 

PHILIPS OLED TVS WIN 

TWO EISA AWARDS 

With two of the company’s latest 

2018 OLED TV models receiving 

prestigious EISA Awards, Philips 

TV said it can continue to 

claim its place as the OLED TV 

performance leader. 

EISA has given its official seal of 

approval to the new Philips 55in 

OLED803 TV which has won Best 

Buy OLED TV 2018-2019 while 

the new Philips 65in OLED903 

TV – the first product offered as 

part of the exclusive partnership 

with leading audio specialists 

Bowers & Wilkins – has won 

Home Theatre TV 2018-2019. 

Praising the new 903, the EISA 

judges said: “Home Theatre 

enthusiasts demand a genuinely 

cinematic experience that 

marries immersive visuals with 

dynamic sounds, and Philips’ 

65in OLED flagship delivers. 

Overall the 65in OLED903 offers 

a class-leading performance, 

topped off by Ambilight– 

enhanced atmosphere, which 

gets the best from 4k Ultra HD 

Blu-ray and streamed sources”. 

Commenting on the new 803, 

the EISA judges said: “Philips 

combines the latest 2018 OLED 

panel with its revised P5 picture 

engine for truly stunning results 

with this 55in model, while still 

hitting a tempting price. This 

UHD OLED Android TV lets you 

experience Standard dynamic 

range content in near HDR 

quality through Philips’ latest 

innovation, ‘Perfect Natural 

Reality’.” 

Both new models share the 

same PQ features with new 

2018 OLED Panels, antireflective 

coatings for even 

better black reproduction and 

a 1000 Nit peak light output – 

a 10% increase in light output 

compared to the 2017 models. 

Both new models also feature 

the second generation P5 

Picture Perfect Processing 

Engine incorporating the new 

‘Perfect Natural Reality’ contrast 

enhancing technology 

34

Region 

SPOTLIGHT ON 

TAIWAN 

Taiwan shifts focus 

as AI and IoT gathers pace 

Raymond Chen, Executive Director of the strategic marketing department at the Taiwan 

External Trade Development Council (TAITRA) highlights the state’s role in IoT. 

With the rise of AI and IoT, Taiwan is now shifting from 

high-tech manufacturing to an innovation-driven economy. 

We asked Raymond Chen to give an insight into Taiwan’s 

Taiwan Excellence Project. 

To enhance the innovative 

image of Taiwanese industry, 

TAITRA implemented the 

Taiwan Excellence Project, 

which is promoting ICT industry 

significantly. By employing 

integrated marketing strategies, 

such as exhibition marketing, 

TAITRA attends important tech 

shows such as CES, MWC, and 

COMPUTEX and, of course, IFA. 

The Taiwan Excellence logo was 

established in 1992 by the Ministry 

of Economic Affairs and TAITRA 

was commissioned with the entire 

project. The symbol thus honours 

Taiwan’s most innovative products 

and is already well-established as 

a quality label for products that 

are “made in Taiwan”. Now it 

is recognised by 102 countries, 

promoting more than 300 of 

Taiwan’s brands, and reach to one 

billion global people annually. 

How are Taiwanese 

companies maximising the IoT 

opportunity? Can you give 

any case studies of successful 

businesses? 

With the emergence of the IoT 

technologies, you could see the 

smart transportation in Taipei 

city, which promotes public bike, 

scooter and car sharing. The smart 

home solutions will be found in 

Taiwan Excellence Pavilion from 

i-Ctrl of Aifa Technology, which 

can operate all your electric 

devices at your home and build a 

high-tech lifestyle. One example 

of IoT in the gaming industry 

is Acer’s gaming laptop, which 

won the first place in the German 

market last year. 

Sales from Acer’s gaming line grew 

by 98% year-on-year. Another 

world leading gaming brand, MSI, 

has partnered with more than 

15 professional eSports teams 

worldwide. With MSI products, 

these gamers have been achieving 

outstanding records on the world 

stage. These two brands will 

showcase at IFA. In addition, in 

Indianapolis international airport, 

Taiwan’s company “NEO SOLAR 

POWER” is one of the partners 

of the largest airport-based solar 

farm. 

What can we expect to see 

from Taiwanese companies at 

IFA? 

Taiwan Excellence Pavilion will 

showcase over 40 innovations 

from 15 Taiwanese companies 

at IFA in Berlin. For example, the 

ENERGEAR USB-CTM PD3.0+PPS 

Charging Solution that charges 

a device up to 70% faster than 

standard 5W charging; the Eveline 

Smart Fertility System that uses 

the smartphone camera and light 

in combination with ovulation 

test strips to measure fertility with 

99% accuracy; or the SmartDiaper 

by Opro9, for babies and people 

with a medical condition that pairs 

with a smart device through an 

App and tracks the temperature 

and humidity of the diaper. 

What will be the “star 

products” emerging from the 

country? 

One example, is Realtek 

Semiconductor Co.’s solutions in 

the IoV Industry. Realtek is one of 

the promoters of the OPEN Alliance 

SIG, and it has been confidentially 

cooperating with BMW over the 

past seven years, adapting its 

ICT knowledge into designing 

Ethernet solutions specified for 

the auto industry. We believe that 

Realtek’s automotive Ethernet 

technology will be well-adapted 

in most automobiles worldwide. 

Another solutions, such as FETC 

Co.’s Electronic Toll Collection 

(ETC) system for the nationwide 

freeways, and Acer’s e-Ticketing in 

public transportation. Also worth 

mentioning are the smart medical 

solution (vital sign collection, 

integrated information platform, 

etc) from IEI Integration and 

Syscom Computer Engineering 

Co. 

What does the future hold for 

Taiwan's ICT industry? 

Since more start-ups develop 

blockchain and AI technology 

applications, Taiwan’s government 

has put a lot of effort in these 

areas. Let’s take AI as an example 

here: In 2017, the Ministry of 

Science and Technology devoted 

US$528.7 million to building an AI 

innovation ecosystem in Taiwan. 

This AILabs.tw plan will weave 

Taiwan’s people, technologies, 

facilities and businesses into a 

broader AI innovation ecosystem, 

making Taiwan a major hub for 

AI development and nurturing 

emerging AI industries and 

applications 

Hall 25 / Stand 301d 

Raymond Chen 

Executive Director of the strategic 

marketing department, 

Taiwan External Trade Development 

Council (TAITRA) 

THE TAIWAN EXCELLENCE PROJECT 

IS PROMOTING THE ICT INDUSTRY 

SIGNIFICANTLY 



35

Region 

SPOTLIGHT ON 

TAIWAN 

A showcase for smart living 

The Industrial Technology Research Institute (ITRI) is showcasing innovative 

technologies for smart living at IFA 

ITRI, Taiwan’s largest 

high-tech applied 

research institution, is 

exhibiting its innovative 

technologies at IFA 2018. 

This is the first time that 

ITRI has exhibited at 

IFA and the institution 

highlights some of the 

innovations that will be 

on its booth at IFA Next. 

At IFA NEXT, ITRI is presenting 

innovative solutions for smart 

living and demonstrating its 

commercialisation results along 

with its partners. 

ITRI said its Intelligent Vision 

System (IVS) for Companion 

Robots at IFA are able to play 

chess against human opponents 

and hand out gifts. Visitors will 

have a chance to personally 

experience the human-machine 

interaction and explore the 

robot’s ability in integrating AI, 

3D vision recognition, and eyehand 

coordination. 

To enable the robot to grip 

and move objects smoothly, 

ITRI uses HIWIN Technologies 

Corp.’s gripper controller, which 

is integrated into ITRI’s IVS 

system. 

ITRI will also demonstrate the 

Intelligent UV Direct Drinking 

Water Steriliser, which is 

designed to disinfect household 

drinking water and reduce the 

risks of bacterial contamination 

by killing 99.9% of germs such 

as E.coli. 

Genki Bot, a non-invasive 

sleep-aid system, can learn and 

optimise the sleep environment 

for individual users. Through 

the interaction between 

the device and users, the 

AI algorithms enable Genki 

Bot to recommend the best 

environmental parameters, such 

as songs, sounds, and lighting. 

It can also measure temperature 

and humidity and detect CO2. 

ELECLEAN and Taiwan 

Biophotonic Co. (tBPC’s) will 

also present their products along 

with ITRI at IFA, to showcase 

their smart innovations in 

healthcare. tBPC’s Wrist Pulse 

Oximeter oCareTM Pro 100 

is the world’s first and only 

pulse oximeter that measures 

pulse rate and blood oxygen 

saturation directly at the wrist. It 

eliminates the need for fingertip 

probes, and therefore, provides 

a non-invasive, simple, and 

reliable way to check and record 

physiological signs 

Hall 26 / Stand 229 

ITRI Robot / Halo / Intelligent UV Direct Drinking Water Sterilizer 

SELECTED TAIWAN EXHIBITORS AT IFA 

ACER CHROMEBOOK SPIN 13 

Acer is launching the Chromebook Spin 

13 convertible at IFA, which is aimed 

at businesses that want to switch from 

Windows. 

The Chromebook 13 Spin 13 comes 

in an aluminium body with a 13.5in 

display with 2,256 x 1,504-pixel 

resolution at a 3:2 aspect ratio. The 

model has Gorilla Glass touchpads and 

also comes a with a 360-degree hinge, 

a touchscreen display, and a Wacom 

stylus that slides into its own slot. 

processors, with 8GB LPDDR3 memory 

and 64GB eMMC, while there’s also 

a Core i5 model with 16GB LPDDR3 

memory and 128GB eMMC storage. 

The Chromebook Spin 13 also has 

a USB 3.1 Type-C port on each side 

that can be used to charge the device, 

transfer data or connect to extra 

display. Acer says the product has a 

10-hour battery life. 

ADATA CW0100 

WIRELESS CHARGING 

PAD 

With the ADATA CW0100 wireless charging 

pad, the days of plugging and unplugging 

charging cables are behind you. According 

to ADATA, it is as simple as placing your 

smartphone on the pad to charge. The 

product is compatible with all Qi-enabled 

Android and iOS devices and features 10W 

wireless charging which, the company 

reports, works up to twice as fast as 

standard 5W wireless charging - potentially 

speeding up charging a phone from empty 

to full by an hour. 

USB adaptor. Charging performance may 

vary depending on different devices, 

operating environments, and other factors. 

At just 7.5mm thickness , the CW0100 

won’t clutter up your desk or bedside table. 

Its premium zinc-alloy metal base makes 

it robust and elegant, while also offering 

better heat dissipation capabilities. A builtin 

LED indicator clearly shows the charging 

status. 

The Chromebook Spin 13 features the 

eighth generation Core i3 and Core i5 


To enjoy fast charging speeds, this charger 

must be used with a 15W or higher Micro 


36

© Thomas Keller 

HOSPITALITY / RESTAURANTS / BARS 

WHERE 

TO GO 

IN 

Berlin 

CLUBS / EVENTS / SHOPPING / CULTURE 

Big, Colourful Berlin 

As near 200,000 trade show guests flock to Berlin for this year's 

IFA, there's a lot to discover in the German capital 

Berlin Governing Mayor Michael Müller wants to welcome new arrivals by showing why “24/7, 

365 day a year” Berlin is such a special city. We asked him to tell us more about Berlin. 

Michael Müller 

Mayor of Berlin 

Berlin is a vibrant metropolis with a unique history. Here 

the world is at home amid a unique cultural landscape 

that includes club culture but also wonderful nature and 

plenty of space for relaxation. People are connected by 

the feeling of freedom and open-mindedness in this city. 

My tip for the first time in Berlin: Try not to do everything 

because you’ll surely want to come back. 

What makes Berlin so different to any other German 

city? 

Berlin is big and colourful and has a unique blend of 

visible history, contemporary culture, a vibrant start-up 

scene, but also a lot of space for nature and recreation. 

All this is combined with a sense of freedom that you 

can enjoy and experience at Tempelhof Field (the former 

central airport turned public park) as much as in a Späti 

(late night general store where locals also gather for a 

drink) in your favorite neighbourhood. 

Are there any exhibitions or events happening in Berlin 

this summer that you particularly recommend? 

Berlin’s summer of 2018 has so far been a very 

sporting summer, especially in terms of athletics. We 

hosted the Para European Athletics Championships and 

the European Athletics Championships, and in early 

September “Berlin flies!” (from pole-vaulting to longjumping) 

will take place in front of the Brandenburg 

Gate. The Berlin Marathon follows on September 16. 

But the biggest festival of the year takes place between 

October 1-3, when Berlin invites you to celebrate the 

Day of German Unity under the motto “Only with you!” 

One million guests are expected at the huge street 

party. It was thanks to the common will and trust of the 

European and international community that German 

unity was possible. We look forward to millions of 

visitors from all over the world. 

Next year it will be 30 years since the fall of the Berlin 

Wall. Is the city now truly unified? 

The pursuit of new possibilities and freedom are today 

inseparable from Berlin. We are united by this shared 

attitude to life. This is another reason why Berlin is so 

attractive to many people. It is important to reflect more 

on common values and unity in Europe. Our city makes 

a big contribution to this. 



37

Hospitality 

faces with honest and inspired cooking. The 

international kitchen team all provide creative 

input resulting in an eclectic range of dishes 

that people simply want to eat: comfort food 

par excellence. For those wanting only a drink, 

the Muse bar also excels in an exciting range 

of classic and unique cocktails, wines that are 

both high quality and good-value, and craft 

beers from the tap. 

Open daily Mon – Sat 12:00 – 22:30, Sun 11:00 

– 16:00 

HOTEL AMANO 

GRAND CENTRAL 

All 250 rooms of the Hotel AMANO Grand Central 

are furnished in a modern and purist style with 

quality design and offer the short-term visitors 

or business clients the perfect comforts during 

their stay. 

Conference rooms suffused with light and 

equipped with modern technology, a fitness 

center with a view over the government district, a 

premium location and the gastronomic offerings 

leave nothing to be desired. 

After a long day of meetings or a day exploring 

the city, the spacious and green rooftop terrace 

with its Apartment Bar is the ideal place to relax 

and unwind. 

Hotel Amano Grand Central 

Heidestraße 62 - 10557 Berlin 

Tel: +49 (0)30 400 3000 

grandcentral@amanograndcentral.de 

www.amanogroup.de 

Metro: Hauptbahnhof Central Station, U55 

Tram M41, M85, M5, M8, M10 

Restaurants 

Muse Berlin 

Immanuelkirchstrasse 31 

10405 Berlin 

Tel: +49 40 056 289 

caroline@museberlin.com 

Cultural Entertainment 

& Shopping 

POTSDAMER PLATZ ARKADEN 

The Potsdamer Platz Arkaden, the pulsating 

heart in Berlin Mitte, an area for shopping 

and experiences with metropolitan flair. The 

Potsdamer Platz Arkaden offers 130 shops, 

restaurants and cafés on three levels. 

Opening hours: Mo-Sat 10:00am - 9:00pm, 

underground parking around the clock. 

Daimler Art Collection 

The Daimler Art Collection started in 1977 and 

is devoted to 20th century and contemporary 

art. Located in Haus Huth at Potsdamer Platz, 

the exhibition space “Daimler Contemporary”, 

founded in 1999, measures about 600 m² 

and presents quarterly-changing exhibitions 

that focus on various themes or feature new 

acquisitions. 

Temporary shows of works by individual artists 

and by special exhibitions are also occasionally 

on the programme. 

The Daimler Contemporary is open daily from 

11am to 6pm, admission is free. 

Potsdamer Platz Shopping Arkaden 

Alte Potsdamer Straße 7 

10785 Berlin 

Tel: +49 (0)30 25592766 

https://potsdamerplatz.de/ 

Museums & Exhibitions 

EAST SIDE GALLERY 

An East German Trabant car, which appears 

to be breaking through the concrete. Honecker 

and Breschnew locked in a kiss of brotherly, 

socialistic love. With the East Side Gallery, a 

segment of the Berlin Wall has been turned into 

the longest open air gallery in the world. 

The Kunstmeile – or art mile in English – is 

located along the banks of the river Spree in 

Friedrichshain. At 1316 m long it is also the 

longest segment of the Berlin Wall still standing. 

Right after the fall of the Berlin Wall, the East 

Side Gallery was painted by 118 artists from 

21 different countries. Using various artistic 

means, the artists commented on the political 

events that took place in 1989 and 1990 in over 

100 works of art found on the eastern side of 

the wall. 

Over the years, many of the images became 

greatly weathered and in 2009, forty of these 

works of art were restored. 

East Side Gallery 

Mühlenstraße 1 - 10243 Berlin Friedrichshain 

Tel: +49 (0)30 25 17 159 

info@eastsidegallery-berlin.com 

Metro: S & U Warschauer Str. S5 S7 S75 U1 

MUSE BERLIN 

Started by former supper-club hosts in 

2013, within five years, Muse has become a 

neighbourhood institution, where guests praise 

the deceptively simple cuisine, the charming 

ambience and deÅLcor, the friendly service 

and the warm, relaxed, “at home” atmosphere. 

With a focus on quality ingredients, the 

intention here is to simply put smiles on guests’ 

© visitBerlin.de_Koch 

38


39

HALL PLAN 

SHUTTLES 

Hall 3.1 - Stand 102 

Hall 1.1 - Stand 101

Hall 7.1b - Stand 101 

Hall 1.1 - Stands 202 


Hall 7.1a - Stand 106 



HALL PLAN 



Hall 25 - Stand 202 

Outdoor Exhibition Space 

(Hall 6) / A10 Hall 25 - Stand 306 

Hall 11.1 - Stands 101-143 

Hall 4.2 - Stand 115 Hall 25 - Stand 102 


Hall 2.1 - Stand 201 Hall 1.1 - Stand 102 

Hall 7.1a - Stand 107 






Hall 8.1 Stand 115 








Hall 7.2b - Stand 106 






Hall 25 - Stand 301a 



STATION-Berlin Hall S8

IFA Global Markets 

Hall Plan 

Hall 11.1

Preview Edition - 2018 Edition

Create successful ePaper yourself

Delete template?

Save as template?