IFAInt19_PREV_Online

PREVIEW 

EDITION 

Monday 2 September 2019 

Hall 3.1 / 102 Hall 5.1 / 101 Hall 6.2 / 101 Hall 8.2 / 101 

CONTENTS 

03 > NEWS 

18 > IFA + SUMMIT 

19 > IFA NEXT 

21 > SHIFT AUTOMOTIVE 

22 > TRADE TALK 

24 > EXCLUSIVE INTERVIEWS 

28 > CONSUMER LIFESTYLE - 

SNEAK PEEK 

37 > SPOTLIGHT ON TAIWAN 

39 > WHERE TO GO IN BERLIN 

CONNECTING, COMPUTING, 

COMMUNICATING 

Breakthrough technologies @ IFA 2019 transforming 

the world 

THOUGHT LEADERS 

Jens Heithecker 

Executive Director, IFA 

Evolving market pressures across the 

globe mean that to survive, manufacturers 

have to find even more ways to innovate. 

See page 5 

Markus Kick 

Global strategic insights, GfK 

Sight and sound are increasingly 

blending as an “ecosystem” with embedded 

sound in TVs and home sound systems in 

the smart home ecosystem. 

See page 9 

Cristiano Amon 

President, Qualcomm 

As new 5G networks are 

beginning to unleash 

the power of data unlike 

anything that could have 

been imagined just a few 

years ago, this year’s 

IFA is a pivotal point 

marking the beginning of 

a new era. More than just 

transforming the “mobile 

experience”, these new 

networks will power an 

entire new eco-system 

of IoT devices – many of 

which have probably not 

even been thought of yet. 

To this end, this year’s IFA 

keynote stage will host 

Qualcomm President 

Cristiano Amon, who 

will highlight how the 

commercialisation of 5G 

will profoundly transform 

the global economy. “I 

am excited and looking 

forward to my IFA 

Keynote in Berlin. 5G 

5G 

COMMERCIALISATION 

MARKS THE ARRIVAL 

OF A NEW AGE OF 

INVENTION THAT 

WILL FOREVER 

TRANSFORM THE 

DEVICES WE DEPEND 

ON EVERY DAY 

commercialisation marks 

the arrival of a new age of 

invention that will forever 

transform the devices we 

depend on every day and 

enrich our lives in 2019 

and beyond. I believe 

this creates a truly global 

moment for consumers and 

tech enthusiasts around 

the world,” says Amon (see 

our exclusive interview, 

page 24). 

SNEAK PEEK 

© Messe Berlin GmbH 

Kostas Vouzas 

CEO, Philips TV & Audio Europe 

From a business perspective, Philips 

TV’s European performance has been 

extremely positive. 

See page 26 

In this preview edition of IFA 

International, we bring you 

highlights from the main IFA 

events in the run up to the “big 

show”, including the Innovations 

Media Briefing here in Berlin – that 

takes place every summer, and is 

a harbinger of what we will see on 

the actual show floor. While many 

announcements are made live at 

the show, we can already give you a 

sneak peek of some of the goodies 

you’ll find! (From page 28)

NEWS 

BROUGHT 

TO YOU BY 

EDITORIAL 

Richard Barnes 

Editor-In-Chief 

IT’S ALL ABOUT 

GERMAN 

EFFICIENCY… 

Richard Yu 

CEO, Huawei 

HUAWEI CEO RICHARD YU TO 

DELIVER IFA OPENING KEYNOTE 

ON “POWERFUL AND INTELLIGENT” 

USER EXPERIENCE BUSINESS 

Visitors to IFA from around the world are always wowed by the 

sheer importance of the event. Perhaps more than anything else, 

what stands out here, year after year, is the extreme efficiency 

that is offered by this show when it comes to seeing and doing as 

much as possible in a short space of time. 

IFA’s format of having all halls in one place – whether it be for the 

“mainstream” show, or for the IFA Global Markets – in its own 

specific location, mean it is possible to see much more in a limited 

amount of time. 

According to IFA Executive Director Jens Heithecker, “I really 

think it is possible in two days to see all halls and all the most 

important exhibitors at IFA, because of a very short space 

between the halls and a highly organised structure. It’s very 

efficient.” 

Richard Yu, CEO, Consumer Business 

Group, Huawei will be delivering the 

IFA opening keynote on the morning 

of Friday, 6 September 2019, when 

he will share the results of Huawei’s 

exploration on future connectivity and 

strategy in AI, 5G, IoT and new smart 

devices. 

“Huawei is committed to turning smart 

devices into intelligent devices by 

building end-to-end capabilities that 

support coordinated development of 

DON’T MISS 

devices. The ultimate goal is to provide 

a full scenario intelligent solution 

and offer a better user experience to 

consumers in the future intelligent 

world.” said Yu. 

Other keynotes will include Cristiano 

Amon, President of Qualcomm – at 

2pm on Friday, 6 September, Anthony 

Wood, CEO and founder of Roku – at 

10:30am on Saturday, 7 September, 

and Hakan Bulgurlu, CEO of Arçelik – 

2pm on Saturday, 7 September 

Focus is a key element in the success of this show. The focus 

is on consumer products and consumer innovations, and the 

show is resolutely centred on retail channels. Nothing more, 

nothing less. That’s why at the end of each edition, the amount 

of business signed on the show floor is so important – last year, 

according to the organisers, amounting to €4.7bn. And when it 

comes to gathering information, the IFA keynotes, IFA+Summit 

and Shift Automotive conferences are unique in their genre. For 

trade visitors and media coming to IFA from around the world, 

these are the essential elements that make IFA unbeatable 

They’re back! ShowStoppers @ IFA 

2019, from 6-9pm on Thursday 5 

September, is an invitation-only 

media reception that enables 

exhibiting companies to directly 

meet with more than 850 prequalified 

journalists, analysts and 

key industry influencers. 

ShowStoppers @ IFA is a three-hour 

turnkey table-top showcase event 

where companies demonstrate 

their products “one on one”. 

Journalists work their way from 

table to table, discussing products, 

and conducting interviews – all 

fuelled by great food and drink 

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www.ifa-international.org IFA International • Monday 2 September 2019 

3

BROUGHT 

TO YOU BY 

NEWS 

THERE ARE TWO 

MEGATRENDS. 

ONE IS “ALWAYS 

CONNECTED” 

AND THE OTHER 

IS “GIANTS OF 

DATA” 

With IFA just around the corner, we spoke to IFA executive 

director Jens Heithecker about what the future holds for 

consumer electronics, beginning with how he sees the 

market progressing at the moment. 

We are expecting an extraordinary 

year, with new products and 

innovative ideas arriving on the 

market in the next few months. 

Behind these innovations, we have 

of course artificial intelligence, 

which is conquering all the new 

devices, along with IoT and, as we 

have already mentioned last year, 

and are repeating this year, what we 

have termed coinnovation. Evolving 

market pressures across the globe 

mean that to survive, manufacturers 

have to find even more ways to 

innovate. 

One of the results of this market 

evolution and coinnovation is that 

the coming season will see the 

introduction of a huge range of new 

products. I am quite optimistic for 

IFA itself, with exhibitors bringing all 

these new products and innovations 

into the market, I believe retailers 

and consumers will be convinced that 

it is the right time to buy. 

What would you say are the key 

themes at IFA this year? 

5G will certainly be one of the key 

trends. As one of the largest 5G 

manufacturers for both backbone 

and consumer devices, the opening 

keynote by Huawei is indicative 

of the importance of this. With a 

number of speakers and exhibitors 

centered on 5G at IFA this year, we 

will understand where technology 

and products will move in the near 

future. 

A recent report from the European 

Commission says 5G will be 

challenging. How important does 

that make IFA as a gathering point to 

bring it all together more rapidly? 

The talk about 5G is similar to what 

we experienced in the past with the 

implementation of LTE or 3G. The 

difference is that we will see two 

kinds of networks: public networks 

for general consumers, and privatelyowned 

networks, which will be faster 

to roll-out. We will soon have 5G 

mobile phones, but they will be quite 

expensive. These will be picked-up by 

early adopters, who want the newest, 

most advanced devices they can get, 

but on average this will not be the 

case. In the short term, we will see 

privately owned and run networks, 

such as the one at Camp Nou stadium 

in Barcelona. Big companies are 

looking to establish their own 5G 

networks in order to have very fast 

data transfer, to run autonomous 

cars on their grounds and so on. So, I 

believe 5G will arrive quite quickly in 

the private sector, but probably a bit 

slower for the consumers. 

Overall, there are two main 

megatrends, “always connected” and 

“giants of data”. Indeed, the influence 

of big data on the economy, politics 

2019: 

“AN EXTRA- 

ORDINARY 

YEAR” 

IFA executive director Jens 

Heithecker gives his outlook for 

this year’s show 

and society has been growing for 

years. The resulting opportunities 

and risks are the subject of discussion 

among renowned speakers within 

the cluster “Society” at the IFA+ 

Summit. We are celebrating the 

connected world because this is 

what the consumer can feel, see and 

experience. When I get into my car 

it tells me automatically, “If you’re 

going home, it will take 20 minutes”. 

That is “always connected”: you don’t 

think about it you just see it. For 

the manufacturing companies and 

network operators, it is a different 

challenge. Through the growing 

influence of algorithms, big data, AI 

and robotics on our lives, a host of 

ethical questions arise. How can we 

handle these technologies? Which 

moral principles do we equip Artificial 

Intelligence with? The “giants of data” 

are going beyond building networks; 

they have to play out the data in the 

most efficient, ethical way. That is the 

current challenge 


5

BROUGHT 

TO YOU BY 

NEWS 

Hans-Joachim Kamp 

Chairman of the Supervisory Board, gfu 

The “gfu Insights & Trends 

Innovation Forum” hosted 

this summer in Berlin 

by gfu Consumer and 

Home Electronics GmbH, 

organisers of IFA, provided 

exciting input on the major 

trends of the upcoming 

show. 

This year more than ever, artificial 

intelligence, or AI, is the defining 

keyword in all technology debates. 

The notions of what AI actually is and 

what it does are often very diverse. 

It is not uncommon that concerns 

about risks and possible negative 

consequences of AI dominate 

consumers’ views. Typical questions 

that are often raised by the media 

are: 

• Is AI becoming a job killer? 

• Will machines eventually be smarter 

than us? 

AI CAN 

HELP SHAPE 

THE POST- 

NETFLIX ERA 

The gfu Insights & Trends event 

provided a number of insights into 

these issues and questions and 

thus shed a little more light on 

the AI debate with the following 

contributions: 

• gfu study 2019: different opinions – 

how AI is seen by the consumer 

• Semantic TV - how AI recognizes 

the content of moving images 

• Artificial Intelligence in Consumer 

Electronics 

• Dynamic sound for video games - 

how AI automatically composes 

• Comfort and lifestyle – how AI 

makes home appliances smarter 

• Machine ethics - a new discipline 

At the conference, Hans-Joachim 

Kamp, Chairman of the Supervisory 

Board of gfu, presented the results of 

the latest market study by gfu. One 

of the key questions covered by the 

study is whether artificial intelligence 

is accepted or meets with skepticism. 

Dr Matthieu Deru, of the German 

Research Center for Artificial 

Intelligence (DFKI), spoke on the topic 

of “Semantic TV – how AI recognizes 

the content of moving images”. 

His research allows computers to 

supplement movies and videos 

with appropriate metadata and, 

for example, automatically search 

the Internet for related or in-depth 

information. “AI can help shape 

the post-Netflix era: viewers are reexperiencing 

television when content 

providers offer them interactive and 

knowledge-based services,” Dr Deru 

said. 

Mike Henkelmann, Marketing 

Director TV & AV Samsung 

Electronics GmbH, dealt with the 

role of artificial intelligence in the 

processing of moving images for 

the latest generation of televisions 

with 8K resolution. His theme was 

gfu 

INSIGHTS 

& TRENDS 

Innovation forum highlights 

artiial intelliene appliation 

opportunities and risks 

Artificial intelligence in consumer 

electronics. In particular, it was about 

the role of artificial intelligence in the 

processing of moving images in TVs 

with 8K resolution. 

8K TVs have 36 times the resolution 

of “standard” TV broadcasts. 

Electronics therefore need to scale 

the content – so much that it is 

only with the support of artificial 

intelligence that it is possible to bring 

television programmes of the usual 

clear and sharp quality to the screen. 

Valerio Velardo, head of the Berlin 

start-up Melodrive, spoke about the 

topic “Composing music with AI – 

how AI automatically composes”. 

Melodrive uses artificial intelligence 

to automatically compose music 

– for example for video games: 

the programme composes the 

soundtrack in real time, matching the 

interactive context. 

Dr Thomas Salditt, Head of Digital 

Business Enabling, BSH GmbH, 

presented the role of artificial 

intelligence in the field of household 

appliances: “AI and home appliances 

or: How much AI is / will be in your 

home appliance?” 

As a curtain-raiser to IFA 2019, with all 

this “AI”, the gfu Insights and Trends 

sessions thus set the tone for what 

should be a very “smart” show 


7

BROUGHT 

TO YOU BY 

NEWS 

INDUSTRY TRENDS 

MARKET 

INSIGHTS 

5G, AI and innovative 

screen technologies 

take great strides 

forward 

This year at IFA, yet again major trends will 

be announced in several fields, all working 

together in “coinnovation”. 

Artificial intelligence (AI) will see the onset of exciting 

trends: many types of devices make use of selfteaching 

digital systems and are able to improve their 

performance over time. Voice-controlled systems for 

example can continually upgrade their performance. AI 

is built into the latest generation of 8k screens so that 

they can perfectly adapt today’s image resolutions to 

the new, ultra-sharp pixel grid. It also helps make the 

sound as good as the images: intelligent software can 

recognize whether the sound comes from a football 

stadium, a newsroom or a concert hall and make 

corresponding adjustments. 

5G, the technology for tomorrow’s superfast 

communication networks, is the dominant feature of 

other innovative trends. The first market-ready 5G 

smartphones will be on show at IFA 2019, with other 

mobile devices to follow soon. 

Innovative screen technology continues to set the tone 

in spectacular fashion at IFA - flexible OLED screens for 

instance: visitors to IFA can look forward to large TVs 

that can be rolled up and stowed away in a neat cabinet 

as well as tablets that can be folded in half to make a 

handy smartphone. Prototypes will offer a foretaste 

of the mobile phone of the future, looking like a large 

bracelet adorning one’s wrist. Other prototype screens 

are able to switch to ‘transparent mode’, if desired, and 

resemble a clear window pane until the device software 

puts colourful images onto the screen again. 

The IFA Global Press Conference 2019 had an 

entire section dedicated to market insights, with 

five presentations – four from GfK and one from IHS 

Markit / Technology 

THE HELICOPTER VIEW 

ON INNOVATIONS IN 

TECHNICAL CONSUMER 

GOODS 

Friedemann Stoeckle, Vice 

President, Global POS Support 

at GfK, gave a “helicopter 

view on innovations in 

technical consumer goods”, 

looking at smart home, 

consumer electronics and 

home appliances. 

GfK estimates that consumers will 

spend €1,052bn in 2019. This equates 

to a rise of around 1% on 2018. 

“The consumer is the centre of 

everything,’’ says Stoeckle. “If the 

consumer doesn’t like the features, 

the innovation is not picked up in the 

market. The consumer right now feels 

in total control. And this is true; today, 

consumers are more in control than 

ever before.” 

According to the GfK analyst, the 

consumer is very much like a diva, and 

the catch-phrase this year is: “I. Want. 

It. Now.” 

Five themes are driving the market: 

performance, simplification, premium, 

borderless shopping and developing 

economies, with rich experiences 

being delivered through the first four 

elements. 

Stoeckle spoke about GfK’s “Global 

Price Index”, which indicates that 

Europe has a 12% premium above the 

global average, but new products are 

13% to 24% higher still. In the China 

market, new models are at a par, says 

Stoeckle, with the rest of the world. 

China has smarter products, bigger 

products, and highly aspirational 

smartphones 

8

BROUGHT 

TO YOU BY 

NEWS 


CONSUMER 

ELECTRONICS TODAY 

AND TOMORROW 

HOW TO DELIGHT 

CONSUMERS IN A 

CONNECTED WORLD 

M a ria R ua A guete, 

Executive Director & 

Technology, Fellow at 

IHS Markit / Technology 

speaks about latest trends 

in TV market. 

Over half TVs sold are 4K today, 

and with 142 UHD channels, the 

market is growing steadily, says 

Rua Aguete. 

Western Europe is leading the 

market when it comes to UHD 

channels. In terms of UHD TV 

shipments, China is the largest 

region for sales, followed by North 

America. However, when it comes 

to the number of homes with 

UHD TVs, North America leads 

the market, where almost 60% of 

homes will have UHD TV by 2020. 

8 K is slowly picking-up. A total of 

18,600 8K TVs shipped in 2018. 

China will dominate shipments 

this year in 8K, thanks to local 

panel manufacturing and fierce 

brand competition. Global brands 

are more cautious, believing 8K is 

ahead of its time. 

5G – what does it mean for 

consumers and operators? 

Consumers are spending more 

time than ever on their mobile 

devices, playing games, checking 

email, or messaging. So, what 

content will drive the 5G market? 

Video was already a key driver 

for the 4G market. It has become 

central to messaging and social 

app strategies. 5G will be driven in 

part by consumer video and media. 

Real time gaming will also be a 

major driver, as well as HD and 

UHD video. Massive IoT will be 

a major factor as well, along with 

low latency touch and steer for 

cloud gaming and cloud VR. 

Voice Assistance: Numerous kinds 

of digital assistants have been in 

existence for a couple of years 

now. 2018 was all about new form 

factors for existing assistants. An 

increasing number of options thus 

become available to consumers. 

Consumers crave interoperability. 

Only Alexa is meeting this need 

for the moment, says Rua Aguete. 

On the other hand, Amazon’s Echo 

leads the smart speaker race, with 

almost 90-million install base at 

last count. HIS Market Consumer 

Platforms Research found that 

most people use digital assistants 

for answering questions in general, 

checking the weather and news, 

alarm/timer, followed by making a 

phone call 

Markus Kick, Global 

strategic insights at GfK 

looks at the global retail 

market for smartphones, 

TV & audio. 

In 2018, Asia Pacific accounted 

for the biggest share – with 

€330bn – a rise of 3% on the 

previous year. Europe had 

€166bn in sales – a rise of 6%, 

while the North American market 

accounted for €147bn, a rise of 

4%. 

Asia and Europe account for 

two thirds of global turnover. 

Smartphones account for 65% 

of the market, followed by 

computing and TV – each at 

16%. Biggest growth is in the 

headphone market plus 37% year 

on year – now accounting for 2% 

of the total market. 

Performance was the enabler 

to deliver on the need for rich 

experience. Consumers, says Mr 

Kick, are looking for superior and 

immersive gaming experiences 

from their PCs. When it comes to 

TV, they want more pleasure in a 

superior picture quality format. 

With smartphones, people was 

to capture and share high quality 

moments in life and have fun on 

the go, while in audio, people 

want to enjoy a cinema-like 

sound experience. 

Sight and sound are increasingly 

blending as an “ecosystem”with 

embedded sound in TVs and 

home sound systems in the smart 

home ecosystem. 

51% of global respondents 

said they had played games 

on a computer in the last 30 

days. The gaming ecosystem is 

thus evolving rapidly. Gaming 

notebooks are the main device, 

but the hype goes well beyond 

computers, in particular in the 

field of high-end monitors. 

B o r d e r l e s s s h o p p i n g i s 

another key new trend. 38% 

of respondents said they need 

shops and services they use 

available at all times. The move 

to online purchasing is slowing, 

however, as omnichannel 

becomes commonplace 


9

BROUGHT 

TO YOU BY 

NEWS 


HOME APPLIANCES 

AND EMERGING 

TRENDS 

Norbert Herzog, Global Strategic Insights 

GfK, explains that the consumer is the origin 

and centre of trends that drive the markets. 

Consumers are looking for rich and exciting 

experiences allowing sales of premium/high 

performance products. Coupling this with the 

expectations of fully connected customers 

leads to plentiful opportunities for retailers 

and manufacturers when delivering on these 

with innovations. 

The global market for 

Major Domestic Appliances 

(MDA) and Small Domestic 

Appliances (SDA) amounted 

to €262bn in 2018 – growth 

of 3% over the previous 

year. 

Emerging Asia has seen 

massive growth in SDA with 

a hike of over 20% in 2018. 

Simplification is a key 

theme, with 43% of people 

saying they are prepared 

to pay more for products 

that make their lives easier. 

To this end, robot vacuum 

cleaners saw 35% sales 

value growth between 2017 

and 2018, as opposed to 

17% growth for the vacuum 

cleaner market as a whole. 

16% of MDAs are smart 

now, up from 4% in 2015. 

Sales of smart SDAs rose 

from 1% – 10% penetration 

from 2015 to 2018. 

Norbert Herzog also 

echoed the earlier GfK 

adage of “I. Want. It. Now.” 

– the catch phrase for 2019. 

Channel evolution: 38% 

of global respondents 

said they want shops and 

services to be available at 

all times. 48% of people say 

their smartphone or tablet 

is fast becoming their most 

important shopping tool. 

Herzog explained that the 

China market is crucial for 

key players, and fluctuations 

in this sector have an effect 

on the global market. The 

developing economies are 

maturing, from a production 

economy to a significant 

global player. China again is 

the home to an increasing 

number of global home 

appliance brands. Major 

Chinese MDA brands 

are strengthening their 

footprint via acquisitions 

with significant impact on 

Europe 

10

NEWS 

ADVERTORIAL 

PEGASUS 

TAKES FLIGHT 

AT IFA 

Smart Home Automation 

Hub Powered by Tuya 

At IFA 2019, Tuya Smart 

is launching Smart Home 

Automation Hub with Pegasus 

technology, a control center 

that enables multiple smart 

home devices from different 

appliances to connect with oneclick. 

Tuya is a global AI+IoT leader, providing 

a class-leading platform that brings 

smart products to life for manufacturers, 

brands, OEMs and retail chains. The 

platform offers hardware access, cloud 

services and app development. Tuya also 

helps brands upgrade their technology 

and business models in order to deliver 

smart devices to meet consumer 

demand. 

Smart Home Automation Hub solves 

the common problem of not having 

enough power sockets in a given room 

by combining all functions and requiring 

one cable instead of several. 

“Having a Smart Home Automation 

Hub equipped with Pegasus technology 

means having a Gigabit router and a 

Zigbee gateway at the same time,” said 

Alex Yang, Tuya’s Co-Founder and COO. 

“You can free up your hands to enjoy 

one-click networking and benefit from a 

cost-efficient method of connection.” 

Besides the debut for the Smart 

Home Automation Hub, Tuya is also 

organising a Tuya Day Event by inviting 

companies to share their insights in 

smart home and smart life in the era 

of intelligent business. The likes of 

Conrad, Hama, Arcelik, Calex, and 

Yandex will discuss various topics from 

“How Home Appliances Brands Evolve 

by Embracing the Trend of IoT” to “the 

Commercialisation of a Successful Smart 

Business”. 

Tuya serves more than 100,000 

partners in over 190 countries powering 

products such as lighting, appliances, 

environmental and surveillance 

equipment. Co-headquartered in San 

Jose, California, and Hangzhou, Tuya now 

has offices in the US, China, Germany, 

Japan, and Columbia 

Hall 25 

Stand 102 


11

NEWS 

© Qualcomm Technologies, Inc. 


Qualcomm President 

5G IS HERE 

IN EUROPE — 

UNLOCKING 

A YEAR OF 

FIRSTS 

Multi-gigabit speeds are here. 

Brand new user experiences 

are on the way 

5G excitement is reaching new heights, ushering in 

a year of firsts for Europe. Over the last few months, 

operators and OEMs officially launched commercial 5G 

networks and devices, which means the global rollout of 

this new generation of wireless is fully underway — one 

year ahead of schedule. 

From the U.S. and Europe to 

China, Australia and South 

Korea, many consumers are now 

beginning to experience 5G for 

themselves. Download speeds 

beyond gigabit-per-second and 

unprecedented responsiveness 

are now a reality, powering new 

and improved user experiences in 

the palms of our hands. 4K video 

streaming is poised to become 

virtually ubiquitous and seamless 

— just like we stream music 

today. Console-quality games will 

stream on mobile via the cloud, 

and our phones will have nearinstant 

access to cloud processing, 

storage, and AI for heavy-duty 

apps such as video processing. 

Qualcomm applied over 30 years 

of mobile expertise to unlock 5G, a 

once-in-a-decade opportunity that 

will enable all to innovate in new 

ways. 

5G DEPLOYMENTS 

Europe is seeing its fair share of 

groundbreaking 5G milestones. 

Swisscom launched the first 

commercial 5G network in Europe, 

followed by Sunrise and EE. In 

terms of devices, the LG V50 ThinQ 

5G, OnePlus 7 Pro 5G, OPPO Reno 

5G, Xiaomi Mi MIX 3 5G, and ZTE 

Axon 10 Pro 5G smartphones have 

all rolled out — all powered by 

Qualcomm 5G technology. 

In the U.S., 5G live network 

rollouts kicked off with all major 

operators: AT&T, Sprint, T-Mobile, 

and Verizon. The first 5G devices 

are here as well. The LG V50 

ThinQ 5G is now available. The 

Motorola moto z3 smartphone 

and the Motorola 5G moto mod, 

one of the first commercial 

5G-enabled devices, are now in 

the hands of consumers, as is the 

highly anticipated Samsung Galaxy 

S10 5G. Looking forward, some 

U.S. operators plan to provide 

nationwide 5G coverage as early 

as next year. 

Over in China, 5G commercial 

service was officially approved 

in early June, and the country is 

now beginning to experience the 

realization of 5G. Most recently, 

China’s Ministry of Industry and 

12

NEWS 

ADVERTORIAL 



Qualcomm officials and key mobile 

players toast to 5G becoming real in 

February 2019 

Attendees look at 5G 

mobile phones at the 

Qualcomm stand 

Information Technology (MIIT) 

issued the 5G business operation 

licenses to four companies — China 

Broadcasting Network Corp., China 

Mobile, China Telecom, and China 

Unicom, giving the green light for 5G 

commercialization. In anticipation 

of this milestone, China Unicom 

announced a 5G rollout plan in 

collaboration with Nubia, OnePlus, 

OPPO, Vivo, Xiaomi, and ZTE. 

Additionally, Lenovo just launched 

the Z6 Pro 5G smartphone to much 

anticipation. 

Overall, more than 20 operators 

worldwide have launched 5G 

services, and Qualcomm expects 

over 20 OEMs to launch 5G devices 

in the first 12 months following 

the first commercial launch. This is 

much faster than the deployment 

of 4G, which saw four operator and 

three OEM launches in the first year. 

QUALCOMM’S 5G 

INNOVATIONS 

Virtually every 5G mobile device 

launched is powered by the 

Q u a l c o m m S n a p d ra g o n 8 5 5 

Mobile Platform, the world’s first 

commercial mobile platform to 

support multi-gigabit 5G. And part 

of this platform is the industry’s only 

modem-to-antenna 5G solution, 

featuring the Snapdragon X50 5G 

Modem and Qualcomm RF frontend. 

These breakthrough technologies 

are leading to exciting growth in the 

Qualcomm Technologies pipeline. 

The company now has over 150 

5G design wins — 5X the number 

it announced in January. Much of 

this success can be attributed to 

Qualcomm’s decades of mobile 

experience and its early investment 

in 5G. The company overcame 

technical hurdles to invent oncethought-impossible 

technologies 

needed for 5G, like the world’s first 

modem-to-antenna system for 

commercial 5G. This is what allowed 

Qualcomm to unlock mmWave 

and sub-6 GHz and help make 5G a 

reality. 

Qualcomm is already sampling 

its second generation of 5G 

technologies and working toward 

mainstream adoption: In February, 

the company announced its 

Snapdragon X55 5G modem and 5G 

Qualcomm RF front end solutions, 

followed by the introduction of 

the industry’s first Snapdragon 

Mobile Platform with integrated 

5G. These products position 

Qualcomm to power the second 

wave of 5G devices, launching in 

late 2019 and early 2020. This 

includes areas beyond mobile 

devices, as 5G is quickly moving 

into fields such as fixed wireless 

broadband and industrial IoT. The 

world’s first 5G PC, the Project 

Limitless collaboration with Lenovo, 

was announced in May and uses 

the Qualcomm Snapdragon 8cx 

Compute Platform. Qualcomm 

is also innovating in areas like 

automotive, with the Snapdragon 

Automotive 5G Platform. 

OUR 5G FUTURE 

As this new generation of wireless 

removes barriers to invention 

and ushers in a new age of rapid 

innovation, it’s exciting to see 

all the ways 5G and its related 

technologies will enable customers, 

transform industries, and enrich 

lives. Thanks to the many Qualcomm 

employees and the collaboration 

within the entire mobile industry, 

5G debuted ahead of schedule and 

with much anticipation. It’s already 

delivering new and improved user 

experiences, and it’s exciting to 

think about what’s to come in the 

future like AR navigation, multiplayer 

cloud gaming, and real-time 

video translation. 

If you weren’t already excited for 

5G, it’s time to get on board. 5G 

is here, and the possibilities are 

endless 

Source: Qualcomm Technologies, Inc. 

Qualcomm Snapdragon is a product 

of Qualcomm Technologies, Inc. and/or 

its subsidiaries 

QUALCOMM 

IS ALREADY 

SAMPLING 

ITS SECOND 

GENERATION 

OF 5G 

TECHNOLOGIES 

Keynote by Cristiano Amon, 


Date: 

Friday 6 September 2019 

Time: 

2:00 pm 

Location: 

Grand Theatre – Hall 26b 


13

BROUGHT 

TO YOU BY 

NEWS 

GPC POWER BRIEFINGS 

INTRODUCE THE 

WORLD’S MEDIA TO 

WHAT’S HOT IN 2019 

A series of power briefings at the IFA Global Press Conference (GPC) in 

Andalusia, Spain, enabled journalists to get a first sneak peek at some 

of the key innovations that will be officially presented at IFA 2019. 

Following are some of the highlights: 

PHILIPS 

It was the first time for journalists to meet 

new Market Leader Philips Personal Health 

DACH, Marlies Gebetsberger, who outlined 

how her company is innovating in the field 

of data-driven insights into health. Philips 

is at the forefront with its vast expertise 

in connectivity, big data and Artificial 

Intelligence, and leveraged the IFA GPC 

to announce Philips Sonicar Teledentistry 

Solutions. Philips Sonicare Teledentistry 

service provides patients with remote dental 

consultation from licensed dentists within 24 

hours. 

Hall 22 

Stand 201 

HAIER 

The IFA 2019 Global Press Conference was 

the first official press event attended by 

Haier Europe CEO, Yannick Fierling, after 

the recent acquisition of the Candy Hoover 

Group. During his presentation, Mr Fierling 

highlighted Haier’s intent to serve a wide 

range of consumer targets thanks to its 

multi-brand strategy. Currently ranked fifth 

in Western Europe in terms of combined 

revenues, Haier aims to become one of the 

top three Groups within year 2022. 

Hall 3.1 

Stand 102 

TCL 

Chinese brand TCL outlined its ambitions to 

become a major player in Europe, across the 

categories of TV, audio and air-conditioning 

over the next three years. Marek Maciejewski, 

Product Development Director, TCL Europe, 

said that the business is aiming for a top three 

position in Europe by 2020, and top three 

positions for audio and air-conditioning by 

2022. He added that the company is moving 

into more countries, starting with the 

Netherlands in May, which will be followed by 

Portugal, the Republic of Ireland, Switzerland, 

Austria and countries in the Balkan region. 

Hall 21 

Stand 102 

HISENSE GORENJE (DACH) 

Julian Lietzau, Marketing Director, Hisense 

Gorenje (DACH), announced that the 

company’s sponsorship of the Euro 2020 

championship will feature both Hisense and 

Gorenje brands. 

Mr Lietzau says the Euro 2020 sponsorship 

will run across the company’s TV, 

refrigerators, freezers, washing machines, 

smart phones, tablets, air conditioning and 

SDA product categories. He added that 

the sponsorship also includes the brand 

logos on the score boards at all matches 

and Hisense will be the exclusive supplier of 

display technology in stadia throughout the 

tournament. 

Hall 6.2 

Stand 201 

14

BROUGHT 

TO YOU BY 

NEWS 

GPC 2019 

WHAT THE 

ATTENDEES 

SAID… 

The 2019 IFA Global Press Conference again saw over 300 media 

representatives from around the globe gathered together – this time in 

Andalusia, Spain. We asked some of them what they thought about the 

event… 

What’s really unique about the IFA 

Global Press Conference is it is the one 

international space where you meet people 

from all over the world – not only from the 

companies – which are all global companies 

– but also perspectives from all over the 

world – from journalists and people looking 

at the technology on a daily basis, and that’s 

something you don’t get anywhere else. 

John Quain, Digital Trends, 

Tom’s Guide – USA 

I can see many journalists from different 

countries, and we exchange views, so I can 

make sure I understand the industry well. 

By having this kind of GPC event, it creates 

a kind of community or family atmosphere, 

leading up to IFA in September. IFA is the 

real event for Christmas sales enabling us 

to see what is sold in the market. I think it 

is becoming more international. Since I first 

joined this event eleven or twelve years 

ago, it has been becoming increasingly 

international. There is nothing else like 

the IFA Global Press Conference in the 

world. For journalists, it is a good event. 

And because over 300 journalists are here, 

more manufacturers should come to the 

conference. Particularly from Japan, it 

would be good to see more participants. 

Many of them don’t understand why they 

should be here, but it is important for PR 

people to join. 

Waichi Sekiguchi – senior staff writer, 

NIKKEI Asian Review - Japan 

In 20 years of reporting on consumer 

electronics and appliances, there is nothing 

like the IFA Global Press Conference. For 

journalists - there is an exclusive opportunity 

to network with other media outlets 

and obtain exclusive insights from global 

company executives and data providers to 

understand the heartbeat of the industry. 

For suppliers - it offers unrivalled access to 

the most comprehensive cross section of 

the world’s specialist media outlets who are 

in one place for one reason - to broadcast 

and distribute the latest announcements for 

their highly targeted audience. 

James Wells – Editorial Director, 

Appliance Retailer – Australia 


15

BROUGHT 

TO YOU BY 

NEWS 

IFA 2019 PRESS CONFERENCES 

Discover all the latest news from top manufacturers 

at the IFA press events 



Philips press conference @ IFA 2018 Panasonic press conference @ IFA 2018 

WEDNESDAY 4 SEPTEMBER 2019 

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

10:30 am - 11:30 am Acer Hub 27, Alpha 5/6/7 Groundlevel 

11:00 am - 12:00 pm Miele Hall 2.1, Stand 101 

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

1:00 pm - 2:00 pm IFA Opening Press Conference Grand Theater, 

Hall 26b 

3:00 pm - 3:45 pm Skullcandy Hall 1.2, Stand 202 

4:00 pm - 4:30 pm Vonmählen Hall 3.2, Stand 102 

THURSDAY 5 SEPTEMBER 2019 

9:00 am - 9:45 am Bissel Hall 9, Stand 111 

10:00 am - 10:30 am Segway Hall 26, Stand 222 

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

10:00 am - 10:50 am LG Electronics Marshall House, Red Lounge 

11:00 am - 12:00 pm Samsung Electronics CityCube, Stand 101 

12:00 pm - 12:45 pm Philips Hall 22, Stand 101 

12:00 pm - 1:00 pm Beko Hall 23, Stand 101 

12:00 pm - 1:00 pm Deutsche Telekom Hall 21a, Stand 101 

12:00 pm - 1:00 pm Garmin Deutschland Hall 4.2, Stand 232 

12:30 pm - 3:30 pm Busch-Jaeger / ABB Hall 2.2, Stand 211 

1:00 pm - 1:45 pm Sony Hall 20 

1:00 pm - 2:00 pm AEG Hall 4.1, Stand 101 

1:00 pm - 3:00 pm DALI A/S Hall 1.2, Stand 127 

2:00 pm - 3:00 pm Haier Hall 3.1, Stand 102 

2:00 pm - 3:00 pm Harman Funkturm 

2:30 pm - 4:00 pm TCL Hub 27, Alpha 1,2 & 3 

3:00 pm - 3:45 pm Skullcandy Hall 1.2, Stand 202 

3:00 pm - 4:00 pm Grunding Hall 23, Stand 101 

3:00 pm - 4:00 pm MysteryVibe Hall 4.2, Stand 207 

4:00 pm - 4:30 pm Vonmählen Hall 3.2, Stand 102 

4:00 pm - 5:00 pm Busch-Jaeger / ABB Hall 2.2, Stand 211 

4:30 pm - 5:30 pm Toshiba Hall 8.2 

5:00 pm - 5:45 pm Tractive Hall 4.2, Stand 242 

6:00 pm - 9:00 pm ShowStoppers@IFA South entrance Messe Berlin 

7:30 pm - 9:30 pm Lenovo Tech Life Hub 27, Alpha 9 

FRIDAY 6 SEPTEMBER 2019 

11:00 am - 12:00 pm ek / servicegroup Hall 1.1, Stand 203 

11:00 am - 5:00 pm Russel Hobbs (live-cooking) Hall 4.1, Stand 208 

12:30 pm - 1:30 pm Taiwan Excellence Hall 25, Stand 415 

12:45 pm - 1:30 pm Beurer Hall 4.1, Stand 212 

1:00 pm - 1:45 pm Homematic IP Hall 25, Stand 341 

2:00 pm - 2:45 pm Medisana Hall 6.1, Stand 103 

3:00 pm - 3:30 pm Pundi X Hall 24, Stand 200-01 

SATURDAY 7 SEPTEMBER 2019 

10:15 am - 11:15 am Speck Products Hall 6.2a, Stand 108 

11:30 am - 12:00 pm Pundi X Hall 24, Stand 200-01 

SUNDAY 8 SEPTEMBER 2019 

2:00 pm - 2:30 pm Pundi X Hall 24, Stand 200-01 

MONDAY 9, TUESDAY 10 

AND WEDNESDAY 11 SEPTEMBER 2019 

10:30 am - 11:00 am Pundi X Hall 24, Stand 200-01 

16

NEWS 

ADVERTORIAL 

BRINGING EXTRAORDINARY BENEFITS 

TO AN ORDINARY DAY 

Arçelik showcases two top brands at IFA 2019 - 

with CEO keynote and themed press conferences 

Arçelik has a significant global 

footprint with 12 brands 

(Arçelik, Beko, Grundig, 

Blomberg, Elektrabregenz, 

Arctic, Leisure, Flavel, Defy, 

Altus, Dawlance and Voltas 

Beko) in its portfolio, as well 

as products and services in 

146 countries. The company 

employs over 30,000 people 

across 23 production facilities 

i n 9 c ountries ( Turkey, 

Romania, Russia, China, South 

Africa, Thailand, Pakistan, 

India and Bangladesh), and 35 

sales and marketing offices 

around the world. 

In line with its “Respecting the 

World, Respected Worldwide” 

vision, Arçelik continues to 

strengthen its global presence 

everyday and put into practice 

environmentally friendly, 

innovative technologies 

by utilising every source in 

the most efficient manner; 

and acts with a high level 

of sustainability in all of its 

processes. 

The company is back at IFA 

Berlin this year, showcasing 

two of its flagship brands- 

Beko and Grundig. Both brands 

will hold press conferences on 

September 5, 2019. 

Arçelik CMO Zeynep Yalım 

Uzun will participate as a 

spokesperson during both 

press conference alongside 

Mario Vogl, regional director 

for Northern Europe. 

NOT-TO-MISS: 

IFA KEYNOTE BY ARÇELIK CEO 

CEO Hakan Bulgurlu will 

deliver a keynote speech 

on September 7, where 

he will discuss Arçelik’s 

sustainability approach 

and its cutting-edge 

technological solutions as 

the company strives for 

a more sustainable and 

efficient future. He will 

demonstrate the company’s 

strong position on product 

innovation, the impact 

this will have on the longterm 

growth, as well as the 

importance of how products 

developed by Arçelik affect 

people’s lives. 

Date: 

Saturday 

7 September 2019 

Time: 

2:00 pm 

Location: 

Grand Theatre 

Hall 26b 

Duration: 

45 minutes 

Hakan Bulgurlu 

Arçelik CEO 

GRUNDIG PRESS 

CONFERENCE – 

WHAT TO EXPECT 

Date: Thursday 5 September 2019 

Time: 3:00 pm 

Location: Hall 23 / 101 

Duration: 45 minutes 

Zeynep Yalım Uzun 

Arçelik CMO 

Mario Vogl 

Arçelik Northern Europe 

Regional Director 

Lisa Faulkner 

Moderator 

Spokespeople: 

• Zeynep Yalim Uzun 

• Mario Vogl 

• Lisa Faulkner, Moderator 

BEKO PRESS CONFERENCE – 

WHAT TO EXPECT 

Date: Thursday 5 September 

2019 

Time: 12:00 mid-day 

Location: Hall 23 / 101 

Duration: 45 minutes 

Spokespeople: 

• Zeynep Yalim Uzun 

• Mario Vogl 

• Lisa Faulkner, Moderator 

The audience will be introduced 

to Beko’s latest innovations 

and product benefits. Together, 

Zeynep Yalım Uzun and Mario 

Vogl, along with moderator, 

Lisa Faulkner, will guide the 

audience on the impact Beko 

products have on a typical day 

in the life of its consumers. 

In just 45 minutes, Beko will 

segment the press conference 

into three sections, morning/ 

mind, noon/body and night/ 

soul. Within these segments, 

they will delve into how the 

brands latest products and 

innovations impact and help to 

motivate its consumers to enjoy 

healthier, happier lives. 

Zeynep Yalım Uzun, Mario Vogl 

and Lisa Faulkner will introduce 

themselves and the theme 

- Time for Wellbeing. They 

will highlight the challenges 

being faced by consumers in 

their everyday lives before 

addressing how Beko is 

innovating to meet these needs. 

Concept: It starts at home! 

Grundig continues to inspire people in taking 

action everyday at home to pursue a better 

future. Grundig is redefining its brand strategy 

and building on three key areas of focus: quality, 

aesthetics and sustainability. The brand is 

changing its entire product portfolio to improve 

the little things we do inside the home which can 

really have a big impact on the world outside. A 

sustainable future starts at home! 

Zeynep and Mario will share some consumer 

insights alongside new technologies as two great 

innovations will be launched this year at IFA. The 

first one will be around home entertainment, a 

TV! Secondly, several announcements focusing 

on another important area of the home: the 

kitchen, where new technologies will change the 

cooking experience at home. 


17

ADDRESSING THE NEW 

POWER OF DATA 

The IFA+Summit spotlights risks and 

opportunities presented by data use 

18 

Using the slogan “Shifting Patterns – The Rise of Dataism”, this 

year’s IFA+Summit will examine the growing power of data, the 

ensuing responsibilities and the potential dangers to present social 

structures. 

Since 2014 the IFA+ Summit has served 

as the “think tank” for the industry. Each 

year it, attracts over 550 participants 

from more than 30 countries, and over 50 

speakers. The two-day IFA+ Summit forms 

part of the innovation hub IFA NEXT. The 

summit takes place on Sunday, 8, and 

Monday, 9 September 2019 at the Grand 

Theatre in Hall 26b on the IFA Exhibition 

Grounds. 

The subject matter of the IFA+Summit 

this year is covered by four clusters: 

“Society”, “Interaction”, “Intelligence” and 

“Experience”. As a future forum at IFA, the 

IFA+Summit and its many international 

speakers provide a preview of the 

development of disruptive technologies 

in the digitally interconnected future. The 

selected speakers have acquired their 

experience in positions such as advisor 

to the White House and to NATO, or as 

consultants with many leading businesses 

such as Amazon and Microsoft, and will be 

providing a well-founded overview of the 

“brave new world” of dataism. Some of the 

main speakers include: 

SHERMIN VOSHMGIR - regarded as 

one of the pioneers of the blockchain. 

A Director of the Research Institute 

for Crypto Economics at the Vienna 

University of Economics, with her think 

tank she engages in interdisciplinary 

communication and discussions about 

current developments in blockchain: 

“Bitcoin is like email was in the 1990s”. 

In her publications and talks Voshmgir 

illustrates the potential opportunities 

and risks to society from advances in 

this concept: “Provided that we use it 

intelligently, blockchain certainly has 

the potential for resolving many of the 

problems confronting us today. However, 

blockchain also has the potential to be a 

universal control machine”. 

PARHAM EFTEKHARI - a co-founder of 

the Institute for Critical Infrastructure 

Technology, a think tank that provides 

advice on cyber security matters to 

organisations such as NATO and the World 

Bank and to the US Congress. In 2017 the 

US Government presented Eftekhari with 

its Information Security Leadership Award 

as “Most Valuable Industry Partner”. In 

his publications, he addresses the issues 

surrounding the many and varied uses of 

data and its release. 

DIPAYAN GHOSH - who, as a consultant 

to Facebook, developed the corporate 

strategy for dealing with private users’ 

data in an improved and more effective 

way. As a result, in 2016 he was listed in 

the “30 under 3” by Forbes Magazine, in 

the category Privacy and Law. Prior to 

working for Facebook, Ghosh served as 

an advisor on technology policy issues 

to the White House during the Obama 

administration, and also analysed the 

impact of big data on consumer privacy. 

His presentation will focus on his current 

research topic: artificial intelligence. 

JENS RIEGELSBERGER - who, as UX 

Director at Google, heads user experience 

teams in the USA, Europe and Asia in the 

areas of Search, News, Maps and User 

Accounts. During his 12 years at Google 

he has transformed the company’s 

User Insight Teams and created a crosscompany 

product development culture. 

His work served as an interface between 

digital technologies and user-friendly 

design. Every month with Google Maps 

over one billion people benefit from the 

advances introduced by the UX Director 

that are based on this service 

Shermin Voshmgir 

- Leading female 

experts in the area of 

new technologies are 

on hand at the IFA+ 

Summit

IFA NEXT PARTNERS 

WITH JAPAN 

A showcase for technological excellence – 

underpinned by the land of the rising sun 

On 28 th and 29 th of June 2019, the leaders of the G20 

gathered in Osaka, as Japan hosted its first ever G20 

Summit. During its presidency of the G20 Summit, the 

Japanese government underlined its leadership in advancing 

discussions toward resolving the myriad issues now facing 

the international community. Underlining this renewed 

dynamism, Japan will be the first Global Innovation Partner 

in the history of IFA NEXT. 

IFA NEXT is a global innovation 

hub bringing together researchers, 

industry professionals, start-ups and 

retailers for a dynamic transfer of 

knowledge, information and business 

ideas. At the IFA NEXT Showcase, 

innovative companies, research 

institutions, start-ups, universities, 

labs, and associations this year will 

again present their ideas for the 

future. 

“Japan is a country that was the 

main driver to create the world of 

consumer electronics as we know 

it today, and that – once again – has 

become an incredible hub for industry 

research, thought leadership and 

start-up innovation,” said Dr Christian 

Göke, CEO of Messe Berlin. 

At the recent IFA Global Press 

Conference in Spain, Keita 

Nishiyama, the Director-General 

of the Commerce and Information 

Policy Bureau at Japan’s Ministry of 

Economy, Trade and Industry (METI), 

addressed the media on the key issues 

at stake heading into the future, in 

particular when it comes to new data 

governance models. 

“The Osaka G20 will, I believe, and 

as stated by our Prime Minister, long 

be remembered as the summit that 

started world-wide data governance”, 

said Mr Nishiyama. “The time to do 

so is ripe, as it will be digital data that 

drives our economy forward.” 

With more than 2.5 quintillion bytes 

of digital information circulating 

each day, Mr Nishiyama called for the 

establishment of “DFFT” – or Data 

AN INCREDIBLE 

HUB FOR 

INDUSTRY 

RESEARCH, 

THOUGHT 

LEADERSHIP 

AND START-UP 

INNOVATION 

Free Flow with Trust, for non-personal 

data. He said that while personal data 

and intellectual property need to 

remain under careful protection, on 

the other hand, medical, industrial, 

traffic and other highly useful nonpersonal 

data must be allowed to flow 

freely across borders. 

The result will, he says, be “Society 

5.0”, which this fourth industrial 

revolution will bring about, thanks, 

in part to new collaboration between 

entities such as the OECD, WEF and 

G20. 

Speaking about the partnership with 

Japan for IFA Next, Jens Heithecker, 

IFA Executive Director said, “This 

is a major step for IFA, because 

we learned that when different 

people talk about innovation, each 

one has very different wording, 

with different effects in different 

countries. In America, every new 

product is an ‘innovation’. That’s 

great. But in European countries or 

Japan, people are more hesitant to 

use the word innovation for a new 

product. In these countries, the 

language culture means it has to be 

a big step, not just a new product. 

This is why often in countries like 

Germany or Japan, the “innovators” 

are totally underestimated, which is 

why we need to spotlight them. We 

are starting with Japan, because we 

have learned that in Japan there are 

strong, diversified innovators that 

are virtually unknown to the world, so 

we are putting them on stage in order 

that their efforts might have an impact 

outside of their home territory. Japan 

is not only our partner country for IFA 

Next, and we will also be discovering 

new start-ups and tech companies 

from Japan, coming to Berlin for the 

first time” 


19


NEW KEY 

PARTNERS AT 

THIS YEAR’S SHIFT 

AUTOMOTIVE 

Smart and Fujitsu are 

the new key partners 

for the convention of 

global insights and ideas 

exploring how future 

mobility will change the 

way we think, live, and 

drive, Shift Automotive 

on 10 & 11 September 

2019 at IFA. 

“Fujitsu will provide an experience 

that could propel the visitor’s 

right into the future of connected 

mobility through a quantum leap,” 

says Dr Joseph Reger, CTO CE and 

EMEIA at Fujitsu, adding, “The 

notion of quantum computing 

and conceivable quantum 

computers are introduced and 

described briefly, together with 

the technology of major existing 

categories and their relationships.” 

Kirsten Ehrlich, Head of smart 

sales Germany says, “We are 

happy to be part of this because 

smart has always been the car of 

the future. From 2020, the brand 

will change the switch: smart 

will be fully electric. At the Shift 

AUTOMOTIVE, we also present 

our innovative ‘ready to services’ 

that significantly expand urban 

mobility - for example, you can 

easily share your own vehicle 

with others or have your packages 

delivered to your own vehicle 

instead of home.” 

IFA Executive Director, Jens 

Heithecker says the philosophy 

behind Shift Automotive is very 

different to anything else on the 

market: “We realised that it did 

not make sense to only bring car 

manufacturers to a show like this. 

It is not the concept of IFA, it is not 

an integrated concept for the new 

digital mobility, and this is why 

we positioned Shift Automotive 

in this very different way. It is not 

only about technology; it is about 

what the consumer sees as being 

the benefits. We also have to look 

at what happens to the driver if he 

or she is no longer actively driving. 

What do they do? What does the 

interior look like? What is the real 

usage now of the car or vehicle? 

What will change? Is shared 

transport the way to go? With 

this focus on the consumer, from 

the user-side, we differentiate 

this event from every convention 

or tradeshow on these topics 

worldwide. Last year, we started 

this convention very carefully. It 

will develop over the next years 

and we will see how far it can go” 

THE INTERNET OF MOBILITY: 

WHAT IT WILL CHANGE IN 

OUR LIVES FOR THE FUTURE 

At this year’s Shift Automotive conference at IFA, Iomob 

CEO, Boyd Cohen, will highlight where he believes the 

future of mobility is going, the role of Mobility as a 

Service (MaaS) and the Internet of Mobility in supporting 

a transition away from single occupied passenger vehicle 

dependence in cities. We asked him to tell us more about 

Iomob. 

Iomob stands for the Internet 

of Mobility. If IoT is about how 

devices in cities or elsewhere can 

be connected to the Internet, and 

then to each other to seamlessly 

connect things, the Internet of 

Mobility, or Iomob, is a company 

focused on providing the enabling 

infrastructure so that mobility 

devices (scooters, bikes, cars, trains, 

buses, etc.) can be connected to the 

Iomob protocol and then to each 

other to enable seamless mobility 

for users around the globe. 

How do you see the future of 

mobility? 

I believe this will vary greatly in the 

next 10 years around the globe. In 

North America, I believe we will 

likely see an acceleration of ride 

hailing services and autonomous 

passenger vehicles. In Europe, I 

believe we will continue to see an 

explosion in micro mobility and 

shared mobility and in cities erecting 

barriers for single occupancy 

vehicles entering urban areas. I 

believe autonomous in Europe will 

be more on multi passenger liquid 

bus experiences. And the growing 

explosion in new services will require 

new infrastructure (for charging, 

for dedicated lanes that separate 

pedestrians, people powered micro 

mobility and motorised micro 

mobility) and of course drive rapid 

demand and use of seamless MaaS 

services that can roam with the user. 

I don’t believe the future of MaaS is 

separate apps in each city. 

Who should come to your talk and 

why? 

I would hope anyone interested 

in understanding the present and 

future of MaaS, how passenger 

vehicles might shift towards 

becoming liquid parts of a seamless 

mobility ecosystem, and the role of 

micro mobility in the future mobility 

landscape 

Boyd Cohen, CEO, Iomob 

Impulse speech 

Date: 

Tuesday, 10 September 

Time: 

11:05 am - 11:25 am 

Location: 

IFA Next Grand Theater, Hall 26B 


21

TRADE TALK 

GFK 

RELEASES 

MAJOR 

STUDY ON 

EUROPEAN 

RETAIL 

Dr Johannes Schamel, 

Study lead. Geomarketing, GfK 

In May 2019, GfK released a major study on retail 

trends, anticipating nominal turnover growth of 

2.0% in 2019 for brick-and-mortar retail in the 27 EU 

nations. 

The majority of European 

consumers are currently 

subjected to opposing forces, 

claims the survey. On the 

one hand, this consists of 

uncertainty over Brexit, trade 

conflicts and weaker growth 

prospects in important export 

markets such as China. But on 

the other hand, consumers have 

a robust labour market, higher 

wage increases and moderate 

prices for crude oil. Against this 

backdrop, GfK’s Geomarketing 

solution area evaluated various 

key European retail benchmarks 

and published the results in 

the free study “European retail 

in 2019”. The study analyses 

trends and developments in 32 

European countries and offers 

a 2019 turnover prognosis, 

giving retailers, investors and 

project developers an important 

reference point for their 

decision-making. 

“G f K f o r e c a s t s n o m i n a l 

turnover growth of two 

percent for brick-and-mortar 

retail in 2019 for the EU-27 

countries,” explains the study’s 

lead, Dr Johannes Schamel. 

“This growth is only slightly 

above the rate of inflation 

and comparable to the growth 

observed last year.” 

In light of the continued dynamic 

growth in online retail, GfK 

anticipates nominal turnover 

growth of +2.0% for the EU-27 

countries. The highest growth 

rates among the EU states are 

expected for Romania (+7.0%) 

and Lithuania (+5.9%). 

Sinking energy prices beginning 

already at the end of 2018 

suggest that the EU’s rate of 

inflation will fall. Along with 

continuing trade disputes 

with the USA, the weakening 

European economy at the 

beginning of 2019 is dampening 

the mood of economists. As a 

result, a lower 2019 inflation 

rate of 1.6% is expected for the 

European Union. 

Sales area productivity: Europewide, 

there was no change to the 

top three nations compared to 

the previous year with respect 

to sales area productivity. 

The unchallenged forerunner 

continues to be Luxembourg 

(approximately 7,250€/m²), 

which even experienced a slight 

increase (+1.40%) in sales area 

productivity in 2018. Second 

and third place are occupied 

by Norway (approximately 

6,430€/m²) and Switzerland 

(approximately 6,220€/m²) 

respectively 

22

AE A 

EURONICS 

PARTNERS 

WITH ESL 

MEDIAMARKTSATURN PAVES 

THE WAY FOR LEGAL STREET USE 

OF E-SCOOTERS 

With the onset of new laws governing the use 

of e-scooters in Germany, MediaMarktSaturn 

has been taking pre-orders for sales of streetlegal 

scooters. 

With the eKFV Small Electric 

Vehicles Regulations coming 

into force in Germany, 

there will be nothing to 

stop people from riding 

electric scooters in traffic – 

as long as they comply with 

the German highway code 

and meet all the necessary 

criteria to be declared 

roadworthy. 

* Don’t miss our new Buyers’ 

Guide on e-mobility in the 

Day 1 edition. 

T h e t w o c o n s u m e r 

e l e c t r o n i c s r e t a i l e r s 

have been stocking the 

first street-legal electric 

scooters, taking pre-orders 

from online shops and 

in-store. Moreover, the 

range will gradually be 

supplemented by other 

e-scooters suitable for use 

on public roads. 

Nippier than bicycles and 

greener than cars, electric 

scooters have long been 

very popular in many 

countries. In Germany, too, 

there’s plenty of interest in 

these innovative means of 

transport. According to a 

recent survey commissioned 

by MediaMarkt, one in four 

Germans are interested in 

trying out an e-scooter 

With the ESL One tournament just around 

the corner – in October – in Hamburg, 

Euronics will be riding the wave of esports 

popularity as a key partner. 

Euronics International, 

a retail group consisting 

of 26 members across 

35 countries in Europe, 

CIS, and the Middle East, 

announced on 27 May, 

2019, the landmark 

sponsorship with ESL, the 

world’s largest esports 

company, broadcasting 

major global esports 

tournaments. The deal will 

not only centre around 

the famous ESL One 

tournament in Hamburg 

in October, but will also 

include National Leagues 

in key markets including 

France, Italy, and Spain. 

The Group launched its 

updated brand identity 

in 2017, reiterating its 

core focus on innovative 

t e c h n o l o g i e s a n d 

customer solutions of 

which gaming forms a 

key part, in preparation 

o f i d e n t i f y i n g t h e 

appropriate international 

sponsorship opportunity 

which has been realised 

with ESL. 

“The popularity and 

flexibility of partnering 

with ESL in esports has 

provided the Euronics 

Group with an exciting 

opportunity to collaborate 

simultaneously across 

all our markets, those 

carrying the Euronics logo 

as well as those Euronics 

members with strong local 

brands such as Boulanger 

(France) and Teknosa 

(Turkey)” said John Olsen, 

Managing Director of 

Euronics International. 

“For us, providing ‘a 

human touch in a digital 

world’ is our guiding 

principle in everything 

we do both instore and 

online. With direct access 

to an extremely engaged 

audience across multiple 

channels we identified 

great synergies with ESL. 

We both have a passion for 

creating meaningful and 

unforgettable experiences 

for our customers and 

fans.” 

Activation will feature instore 

across all markets 

and around events with 

branding in and around 

the venues, players, fans 

and across all digital 

p l a t f o r m s , o f f e r i n g 

the ideal opportunity 

to connect audiences 

and develop customer 

relationships and promote 

the Euronics brand in new 

and existing markets 

“OK, GOOGLE, 

FIND ME A NEW TV!” 

MediaMarkt is offering a new 

service via the Google Assistant, 

enabling customers to find the 

perfect television for themselves 

by using MediaMarkt’s voicecontrolled 

TV product advisor. 

The digital sales assistant uses a series of 

questions to pinpoint the right TV that suits 

them. Afterwards, they can also use a voice 

command to be taken to MediaMarkt’s 

online shop. The use of voice-activated 

virtual assistants is an important building 

block within MediaMarkt’s multichannel 

strategy. In fact, MediaMarkt claims to have 

been one of the first consumer electronics 

retailers in Germany to start offering 

services via the Google Assistant. 

It’s already been doing so for a few years 

now and is continually expanding them. 

“OK, Google, talk to MediaMarkt!” 

Customers who say this to their Google 

Home speaker or any other device with 

Google Assistant can now find their dream 

TV with the aid of MediaMarkt’s TV 

advisor. This digital dialogue isn’t limited 

to the Google Home smart speaker, Google 

Home Mini or Google Nest Hub. In fact, 

MediaMarkt’s TV advisor can be activated 

on any smartphone or mobile device on 

which the Google Assistant app has been 

installed 


23

EXCLUSIVE INTERVIEW 

WE ARE 

SEEING DEPLOYMENTS 

AROUND THE WORLD, 

MAKING IT A GLOBAL 

PHENOMENON 



THE FUTURE IS CONNECTED. 

5G CONNECTED… 

Qualcomm’s IFA Keynote focuses on the next wave of mobile 

innovation unlocked by 5G 

Qualcomm President Cristiano Amon will be expounding the 

virtues of the new generation of mobile technology on IFA’s 

2019 keynote stage next Friday afternoon. As a foretaste, 

we asked him to give some details on how rollout has been 

coming along for 5G in Europe, and what key industry players 

Qualcomm has been involved with so far. 

5G is already a success in Europe with 

launches from operators like EE, Elisa, 

Swisscom, TIM and Vodafone. There 

are multiple smartphones launched, 

including those from Samsung, LG, 

OnePlus, OPPO, Xiaomi and ZTE. In 

fact, most of the devices launched 

in Europe are using the Qualcomm 

Snapdragon 5G platform. It is 

fantastic for consumers to have the 

choice between so many great 5G 

smartphones from the start. 

What about the rest of the world? 

Where are the key rollouts taking 

place? 

We a r e s e e i n g d e p l oy m e n t s 

around the world, making it a 

global phenomenon. In fact, the 5G 

transition is moving faster than 4G. 

In the first year for 4G there were 4 

carriers and 4 devices launched in a 

few countries. 

24 

With 5G there are deployments 

by more than 20 operators in 10 

countries with no less than 20 devices 

to be launched using Snapdragon 

5G platforms by the end of the year. 

And there are over 150 designs 

announced or in development. Over 

the past several months, operators 

and OEMs officially launched 

commercial 5G networks and devices 

one year ahead of schedule. In the 

United States, operators including 

Verizon, AT&T, Sprint and T-Mobile 

have launched 5G in major cities. 

China is moving to 5G also ahead of 

schedule. All three major operators 

there have announced 5G plans. In 

fact, by the end of this year, they will 

deploy roughly 100,000 5G base 

stations, which, put in context, is 

the equivalent of the scale of the 

entire network of a large US wireless 

operator. 

How is Qualcomm innovating in this 

field? 

Qualcomm, at its heart, is a 

company that invents breakthrough 

technologies that transform how 

the world connects, computes and 

communicates. We invested in 5G 

R&D early with a particular focus on 

the 5G unified air interface, Massive 

MIMO and mmWave – a technology 

many said would never be mobile. We 

use these fundamental technologies 

to create leading solutions that help 

our customers compete, innovate 

and grow. 5G starts with your 

smartphone, but will soon be in your 

PC, your car, and then in virtually 

everything else. 

What makes you the most excited 

about the future? 

Looking ahead, it is clear that the 

future is connected. And with this 

connectivity comes richer and more 

immersive experiences. These 

intelligent and connected devices 

will unlock a wave of innovation that 

will bring new devices and services 

to market. Video will be something 

we stream every day, everywhere, 

just like we stream music today. 

Gaming will take advantage of 

the vast computing capabilities in 

the cloud and become much more 

engaging across devices. Social will 

be transformed by virtual presence. 

Who should attend your keynote 

and why? 

Everyone who makes a product, 

offers a service or runs a business 

should come see what 5G will bring. 

It will be essential to understand what 

this next evolution of connectivity 

means for their companies and lives. 

Qualcomm is looking forward to 

working closely with the broader 

ecosystem of companies in Europe 

and around the world to deliver this 

future 

Keynote by Cristiano Amon, 


Date: 

Friday 6 September 2019 

Time: 2:00 pm 

Location: 

Grand Theatre – Hall 26b

ESIE INEIEW 

THE VISION 

FOR A “SEAMLESS LIFE” 

Siemen elp o in a onneted iten 

Roland Hagenbucher, CEO Siemens Home Appliances Germany shares 

how Siemens’ vision for a “seamless life” is evolving this year . 

This year, we are inviting our visitors to the 

Siemens World, where, in a host of different 

scenarios, we are showing how our home 

appliances become interactive partners, 

motivators, and sources of inspiration. 

Here, connectivity, smart technology and 

design interact in such a way that everyday 

life becomes increasingly easier to 

manage. This is how we are helping people 

worldwide cope with the complexity of 

our times and making it easier for them to 

realize their own personal wishes. 

Which cities are you featuring at the stand 

in this respect? Can you tell us a bit more 

about what we can see there? 

From New York, Shanghai, Rio, or Cape 

Town, in the Siemens World, our visitors 

can take a trip that takes them from one 

vibrant metropolis to the next. We show 

the exciting possibilities of urban living, and 

how people can discover them with Siemens 

home appliances. With our scenarios, they 

are immersed at each station in the special 

Siemens way of life, experience its special 

fascination, and draw inspiration from new 

trends. 

How are adoption rates going with regard 

to people using “smart” appliances? 

We are very satisfied, and this will grow 

since smart home appliances will establish 

themselves more firmly over time. For 

the past two years, we have been offering 

connectivity not only in the iQ700 and 

iQ800 premium class but also in the iQ500 

range. 

programmes, voice control, and remote 

control via smartphone and tablet are 

becoming increasingly relevant. Our 

studies clearly show that more and more 

people are interested in these “future 

technologies” and, consequently, they often 

turn up in wish lists. 

What are some concrete examples (at IFA) 

of how you are rolling out solutions to 

these issues? 

A wonderful example is our new activeLight 

cooktop, which is the perfect combination 

of smart technology, design, and innovation. 

It hardly needs any operation, and simply 

follows what the user does. Instead of the 

conventional cooking zones, there is an 

animated, blue light matrix underneath 

the ceramic surface. It responds to all the 

cook’s actions, inspiring a whole new form 

of interaction. 

How important is IFA for Siemens as a 

platform to promote and network? 

IFA is one of the highlights of the year for 

us, and one that we are very much looking 

forward to attending it. It’s where the 

industry meets up, where we present our 

new products for the first time to a broad 

international audience. That’s why IFA is 

very important to us as a communication, 

trade and networking platform 

Roland Hagenbucher 

CEO Siemens Home Appliances Germany 

What does your research show when it 

comes to wants and needs of consumers? 

From our surveys we know that managing 

housework faster and more easily is just 

one of the needs met by our appliances. 

But people also want to express their 

own lifestyle and underline their status. 

The kitchen has permanently replaced 

the car as the number one status symbol. 

However it’s also about self-fulfillment and 

even happiness, more than a third of the 

interviewees get into a flow when cooking. 

WITH OUR SCENARIOS, IFA 

VISITORS ARE IMMERSED AT EACH 

STATION IN THE SPECIAL SIEMENS 

WAY OF LIFE, EXPERIENCE ITS 

SPECIAL FASCINATION, AND DRAW 

INSPIRATION FROM NEW TRENDS. 

With all of these concerns, smart 

technologies such as automatic 


25

CONTINUED HIGH 

PERFORMANCE IN 

SOUND AND… BUS 

EXCLUSIVE INTERVIEW 

Exclusive interview 

Kostas Vouzas, CEO – Philips TV & Aud 

THERE IS A 

NATURAL LINK 

BETWEEN 

IMAGE AND 

SOUND AND 

WE HOPE TO 

BRING THE 

PHILIPS AUDIO 

PRODUCTS 

TO THE NEXT 

LEVEL 

26 

Business continues to go well for TP Vision – the company 

behind Philips TV, and – since last year – audio products. 

We asked Kostas Vouzas, CEO of Philips TV & Audio 

Europe the reasons for this success. 

We have performed well not only 

last year, but for the last 3 years! 

This is due to many factors: our 

OLED TV range has been a success 

since the very first Philips OLED 

TV back in 2015, our own P5 

Picture processing engine has been 

recognised by the industry with 

many awards, and, of course, our 

exclusive Philips TV Ambilight is 

loved by consumers across Europe. 

From a business perspective, Philips 

TV’s European performance has 

been extremely positive, with 

significant growth in both revenue 

and profitability, which is quite an 

achievement in today’s challenging 

Consumer Electronics market. 

What do you see as being the main 

trends that are driving the industry 

today? 

That is a good question, as it seems 

trends are developing in a blink of 

an eye! Technology can evolve very 

quickly, but it is also very important 

for us to see how quickly people 

adopt and really embrace a certain 

technology. 4K is still on the rise, but 

in terms of content, the 4K market 

needs to grow even further. In the 

past few years, we have clearly seen 

that people want a television that 

is as fully equipped as possible, but 

budget and screen size remain a 

very important factor. 

How are you repositioning TP 

Vision with regard to product 

portfolio? 

We a r e m a i n l y k n o w n f o r 

developing, manufacturing and 

marketing Philips TV products, 

while our mother company 

TPV is one of the largest panel 

manufacturers in the world. But 

that’s not all! Since last year, we 

are also in charge of the Philips 

Audio brand and its portfolio on 

a global scale. There is a natural 

link between image and sound and 

we hope to bring the Philips Audio 

products to the next level, the same 

way we’ve done with Philips TV 

propositions. We’ve been analysing 

the existing product portfolio - from 

Dect phones to clock radios and 

from smart speakers to headphones 

– and this year at IFA we will 

launch new Philips Audio flagship 

products, which is very exciting. 

You have been winning many 

awards. Could you tell us about 

these? 

It’s always great to see our products 

being recognised by both the media 

and the industry. This means we are 

doing something right and we are 

extremely proud of this. In 2018, 

Philips TV won almost 100 Awards 

across Europe, and our OLED+ 

903 Sound by Bowers & Wilkins, 

launched at IFA last year, has 

collected more than 40! 

For us, these awards mean 2 things: 

we are developing and marketing 

great products but also means that 

we need to push our boundaries 

even further. Awards are a great 

motivational tool as they force you 

to do even better. 

You launched the “Performance 

Series” this year. What has the 

reaction been like? 

Our new mid-range Philips TV 

‘performance Series’ has been well 

received so far by retailers and 

consumers. This introduction is 

in line with our ambition to bring 

Philips TV products to a larger 

audience. The first steps were 

taken with our OLED TV models, 

and the Performance Series is a 

new step in that direction. After all, 

the premium high-end segment of 

the market is limited, even though 

everyone is enthusiastic about the

ESIE INEIEW 

IMAGE, 

INESS 

PREMIUM IMAGE 

WITH PREMIUM 

AUDIO… 

– a meeting with DACH Marketing 

Director Matthias Wietstock at the IFA 

Innoation Media rien 

io - Europe 

latest technology. That is why 

we also want to make the most 

important innovations available 

lower in our range. This model 

will feature our P5 picture 

processor and it is equipped with 

Dolby Vision, a technology that 

is more important in the midrange 

models than in the highend. 

The Performance Series has 

a beautiful design with a metal 

frame that people are happy to 

put in the living room, Android TV 

platform and last, but not least, 

our signature feature Ambilight 

that changes the way you watch 

content, whether is a movie or the 

news! In short, with this model 

Philips wants to offer the best allround 

TV without hurting your 

wallet! 

What can we expect to see at 

IFA this year (without giving too 

much away)? 

IFA is always the most exciting 

time of the year for us… And this 

year, even more so. Not only are 

we launching our new Philips TV 

Flagship models, but we are also 

presenting our new Philips Audio 

propositions and products. This 

year at IFA, we will also see how 

the partnerships we announced 

last year have evolved: expect 

more sound by Bowers & Wilkins 

in our TVs, more European Design 

with Georg Jensen, more fun 

and engaging activations with 

Abbey Road Studios and new 

unexpected collaborations to be 

announced! 

What would you say are the main 

points of differentiation of the 

Philips brand today? 

From a Philips TV & Audio 

perspective, I think there are a 

few unique propositions that 

make our products so special: 

When it comes to Philips TV, I 

need to mention Ambilight again 

as it has proven to be something 

that people who try it, adopt it! 

We are also proud of our 

European Heritage and our 

European Design promise 

bringing beautiful products to 

market. 

We also bring sound to the next 

level. Our partnership with 

Bowers & Wilkins is just 1 proof 

point of this. 

And a 4 th one is connectivity. We 

understand how important this is 

and we are always integrating the 

latest smart technologies in our 

TVs and Audio products 

Matthias Wietstock has been almost 25 years with 

the Philips brand, in various international sales and 

marketing roles. We asked him why it was important 

to have brought sound and vision together under 

one umbrella. 

We basically now say it’s “Philips 

Consumer Electronics” – not 

under Royal Philips – but with 

the backing of a big Taiwanese 

company. We are now also 

seeing the first results, being 

own-developed products, which 

we are bringing to market at IFA. 

The OLED is still the flagship 

product for the brand… 

Exactly. We will have the new 

8 series OLED after we won 

something like 48 awards 

with the predecessor with the 

803 and the 903 series. We 

are happy to be working with 

Bowers and Wilkins on this 

model as a premium brand. 

They will also help us to become 

even more high-end, which is 

our ambition. It is interesting to 

Matthias Wietstock 

Marketing Director for Germany, 

Austria, and Switzerland, 

Philips TV & Audio 

see how we are able to further 

improve the quality of an OLED 

TV at a price point above €2000. 

This shows that both sound and 

picture quality are the most 

important features in making 

a TV better than most of our 

competitors. The Ambilight is 

still our USP, and it is one of the 

most important things we will 

include in our communication 

for our OLED TVs, but also for 

our mid-range products 


27

CONSUMER LIFESTYLE 

Harald 

Friedrich 

Managing Director, Bosch 

Household Appliances 

SNEAK 

PHILIPS PERSONALISED 

SOLUTIONS AIM TO 

IMPROVE CONSUMER 

HEALTH 

BOSCH @ IFA 2019 

We spoke to Harald Friedrich, Managing Director of 

Bosch Household Appliances about the company’s 

presence at IFA this year… beginning with a new “zero 

waste” initiative… 

We are living at a time in which 

food waste is a very severe 

problem and households can 

contribute quite a lot to reducing 

food waste on their end. Bosch 

aims to actively support Zero 

Waste Europe – an initiative that 

was launched as people constantly 

try to reduce their costs, optimise 

their day-to-day, and go “smart”. 

We help by providing storage 

technology – in refrigerators for 

example – which helps keep food 

fresh for a much longer time. If 

you keep food at 0°C with perfect 

humidity, then the food stays fresh 

much longer, and that means you 

don’t waste so much. 

How is artificial intelligence being 

introduced into your products? 

Our Bosch Home Professional 

Series of washing machines and 

dryers works with a form of 

artificial intelligence. The machine, 

via sensors, can measure the 

laundry load, how dirty it is, and 

what kind of textiles are being 

washed. From these parameters, 

the machine, in the automatic 

programme, determines exactly, 

to the last millilitre, how much 

detergent is needed. This saves 

money, it saves water and 

detergent, and in the end, it helps 

the environment. 

AI also relates to the kitchen. We 

already have some sensors in our 

products today, like, for example, 

the Perfect Bake baking sensor, 

which measures automatically 

when a cake is ready. Now what 

we are doing is connecting these 

products, sending anonymous 

data to the cloud, where we have 

updated algorithms, and where we 

can calculate exactly how long the 

cake will take to be ready, and the 

user gets an indication of how long 

the process will take. Our new 

cooking hoods are connected. You 

can control the hood either from 

your cooking zone, or via Alexa or 

other devices such as this. 

What will visitors to your stand 

this year discover? 

There are innovations at every 

level, from the quietest washing 

machine to a smart grow system, 

where you can grow vegetables 

in your own home, even in winter 

time 

Hall 3.1 

Stand 101 

Making life better by 

creating personalised 

solutions for a healthy life 

is the number one aim of 

Philips products in 2019. 

Philips aims to move its focus to 

the various stages of life, with an 

emphasis on healthy living and 

personal care in the home. Marlies 

Gebetsberger, Market Leader, 

Philips Personal Health DACH, told 

journalists at this year’s Innovations 

Media Briefing in Berlin that Philips 

wants consumers to take an active 

role in their own health and aims to 

reach 3 billion people by 2030 with 

their innovative products. 

“From personal to personalised 

health; that is the focus of 

Philips new appliances. Philips is 

searching for solutions that adapt 

to consumers that offer better, 

data-driven insights into health and 

access to professional expertise 

and advice,” said Gebetsberger. 

Among the innovations Philips 

is introducing the “Sonicare 

teledentistry” service which provides 

consumers with remote dental 

consultation from dentists. The app 

acts as a “virtual hub” for personal 

Philips Smart Shaver 

series 7000 

oral healthcare, helping users 

manage their complete oral care 

on a daily basis and share brushing 

data with their dental practitioners. 

The Philips Smart Shaver series 

7000 is the world’s first connected 

and AI-powered shaving solution, 

which analyses shaver motion 

and determines the motion 

type to provide each man with a 

personalised shaving plan. 

Philips Cares empowers people 

to easily form and activate a care 

circle of trusted family and friends. 

Also presented were the Philips 

pregnancy + and baby +, devices 

that track the baby from the nine 

months of pregnancy to the first 

1,000 days of life. 

And in keeping with the healthy life 

emphasis, Philips Airfryer utilises 

the latest technology of integrated 

sensors to help consumers prepare 

tasty food that is also healthy 

Hall 22 

Stand 101 

Philips Airfryer 

28


PEEK 

LIFE’S GOOD… AND 

ALWAYS GETTING 

BETTER! 

OLED technology is now 

firmly established, with 

LG as the market leader 

reported Andreas Urbach, 

Head of Product Marketing 

HE at LG Electronics at the 

Innovations Media Briefing 

in Berlin. 

“LG Display is the only producer 

of OLED panels for TV and has a 

€790m budget for further OLED 

development,” said Urbach, adding 

that “the new LG OLED 88Z9 is the 

world’s first 8K OLED TV compatible 

with Google Assistant and Amazon 

Alexa, along with another rollable 

OLED TV, the upcoming OLED 65R9.” 

New products include the LG 

Nanocell 755M99 television. 

Products from the ThinQ range 

already work with Google Assistant 

and now with Amazon’s Alexa, Apple 

AirPlay 2 and Home Kit. HDMI 2.1 is 

already integrated into all LG OLED 

TVs. 

Talking about the LG G8 ThinQ 

smartphone, Urbach said, “It has 

features never before seen on a 

phone such as a Z camera, Hand ID 

with vein recognition, and 3D Face 

Unlock for use both day and night, 

Air Motion for gesticular control and 

Crystal Sound OLED.” 

Olivia Wintermeyer, Head of 

Product Marketing HA, emphasized 

Siemens has announced a new motto: “metropolitan style 

of living”, the key tenets of which are personalisation, 

digitalisation, and urbanisation, strongly influenced by 

the number of megacities worldwide, set to grow from 

37 to 43 by 2030. 

Product Showcase LG Electronics 

freshness in the new refrigerators 

which conserves food and reduces 

waste. At 36dB, its volume is quieter 

than a library. The compressor has a 

10 or 20-year warranty, and the appcontrolled 

fridge has both foldable 

and slide-in shelves.. 

Smart washing machines and dryers 

from LG, feature a recyclable, 

hard-wearing safety-glass door. 

TurboWash technology washes in 39 

mins, removing 99.9% of allergens 

and yielding a 30% crease reduction. 

In addition, a 49” LG Ultrawide 

computer monitor is particularly 

suited to video and sound editors 

with its wide, curved screen, while 

the CineBeam HU85L short throw 

projector has improved brightness, 

4K UHD resolution, and a laser with 

REC 709 colour space. It can be 

controlled with iOS or Android 

Hall 18 

Stand 101 

SIEMENS - EXCITING 

POSSIBILITIES FOR 

METROPOLITAN LIVING 

Roland Hagenbucher, Managing 

Director at Siemens, presented 

the company forecast at the 

Innovations Media Briefing 

in Berlin, explaining that the 

company is mainly concerned 

about what the changing status 

quo means for the future of its 

goods: what is the reciprocal 

influence of people on cities, and 

what Siemens can contribute to 

this. Summed up, its mission is 

achieving a “seamless life”. 

Siemens’ upcoming products 

include the Active Light stove, 

inspired by architectural design. 

Invisible when not in use, blending 

into the kitchen counter, its 

80x80cm glass ceramic surface 

is turned into a screen when in 

use. The UI is intuitive, offering 

maximum cooking freedom 

through the VarioMotion feature, 

so that various pots and pans can 

be placed on top of it at will. Other 

features include activeLight and 

varioInduction plus. 

Another significant upcoming 

product is the iQ800 Premium 

washing series. The washing 

machine and dryer work together 

to ensure a seamless clean. iDos 

technology means the laundry 

liquid only needs to be refilled 

after 20 uses, and the level of dirt 

is calculated, meaning only the 

exact amount of liquid is applied, 

guaranteeing sustainability along 

with its A+++ energy efficiency. 

SensoFresh applies a gentle wash 

to delicate items, practically 

eliminating the need for dry 

cleaning services. The dryer’s 

lint trap is also self-cleaning, and 

its SmartFinish replaces ironing. 

When IntelligentDry is in use, 

the dryer and washing machine 

communicate: information 

about the exact programme and 

amount of clothes is transmitted 

so that the clothes are dried at an 

appropriate level. 

Naturally, all devices have an 

accompanying smartphone app. 

“ We’re distancing ourselves 

from household consumer goods 

being mere devices, and taking 

them to new heights of becoming 

personal assistants and fostering 

sustainability,” said Hagenbucher, 

also hinting at Siemens creating 

more voice-controlled household 

goods in the future, thus ideally 

supporting a metropolitan style of 

living 

Hall 1.1 

Stand 101 

Siemens iQ700 


29


SMART 

LIVING, 

SIMPLY 

EXCITING 

SNEAK 

MIELE ANNOUNCES 

NEW GENERATION 

OF APPLIANCES 

AT IFA 

users to add extra pieces of 

laundry while the machine is 

already in operation. 

The current washing machine 

ranges, W1 and T1, are 

introducing new aesthetic 

features — lotus white, 

obsidian black, aluminium 

silver colours on the hood, an 

illuminated drum, and a highquality 

chrome exterior ring. 

eQ-3 is a leading innovation and 

technology company for home 

control and consumer electronics. 

With more than 200 different types 

of products, eQ-3 claims to provide 

the largest product portfolio in 

the industry and has more than 25 

million wireless devices in more than 

one million households. We asked 

Jonas Deicke, the company’s head of 

communications and marketing, to 

tell us more about their smart home 

brand Homematic. 

Homematic is one of the only “whole home” 

solutions in smart home. You might hear of 

many companies that are doing “single use case” 

solutions, for example just for lighting. Our 

philosophy is to offer components for each and 

every sector of the smart home. We are starting 

in heating, with a radiator thermostat that 

replaces your existing unit. Then there are wall 

thermostats, window open detection and so on. 

There are also under-floor heating components, 

as well as products for lighting. These start with 

the single switch socket that you can just put in 

your power outlet, but we also have integrated 

solutions for 230 volts, where you can put your 

branded switch on top. The portfolio is not only 

wide, it is also deep. We also cover shading, 

with roller blinds and so on, security aspects, 

with alarm solutions, water detection, smoke 

detection and so on. We cover all aspects of an 

automated home. 

What are your key differentiating factors? 

Our solution is completely anonymous. We don’t 

collect any data from our users. You even don’t 

have to log in with your email address, and we 

don’t know where you are. This is not the case 

for most smart home solutions. And we cover 

solutions from plug & play right up to those for 

installers 

At this year’s Innovations Media Briefing in Berlin, 

Miele tracked its illustrious past and announced 

innovations for the coming season. 

Bernhard Hörsch, Director 

of Sales at Miele, introduced 

t h e c o m p a ny ’ s l a t e s t 

developments in the kitchen, 

in washing, drying, and in trade 

practices. 

Looking back on 120 years 

of tradition, with attractive 

performance and good value 

for money, highlights of the 

past few years include the 

Blizzard, the first bagless 

vacuum by Miele, the Dialog 

Cooker with electromagnetic 

waves, and the mobilec 

o n t r o l l e d A u t o D o s 

dishwasher featuring an 

integrated PowerDisk. 

In the kitchen, Miele presented 

its new Generation 7000 

series. FoodView technology 

sends HD images from inside 

the oven to the smartphone 

thanks to a heat-resistant 

c a m e r a . Ta s t e C o n t r o l 

r e g u l a t e s t e m p e ra t u r e 

and moisture remotely via 

smartphone, keeping dishes 

warm, while the MotionReact 

feature predicts the next 

step of the cooking process 

and reacts to users it senses 

approaching. 

Miele’s relaunch of its washing 

machine and dryer range is its 

biggest ever of this product 

group. QuickPowerWash 

speeds up the wash, reducing 

it to up to 49 minutes, ideal 

for family households. The 

EcoSpeed feature on dryers 

boasts A+++ energy efficiency 

while drying 8kg of laundry in 

2:35 hours — an advantage of 

20 minutes. AddLoad allows 

One exclusive and noteworthy 

element of this is Miele’s 

conscious decision to make 

these available only at brickand-mortar 

retailers. Miele 

attributes this loyalty to 

longstanding collaborations 

with these retailers, of which 

64% have disappeared in 

Germany between 1992 

and 2019. 30% of Q1 2019 

revenue in the sector was 

made online. 

Miele has been a market leader 

of the past 10 years through its 

added-value partner concept; 

a selective distribution 

system, new partner ranges, 

fair conditions, and on-brand, 

adequate presentation at the 

POS 

Hall 2.1 

Stand 101 

Hall 25 

Stand 341 

30

NSME IFESE 

PEEK 

Philips 

SHB2515 true 

wireless produkt 

PHILIPS ANNOUNCES 

EARBUDS WITH INTEGRATED 

POWER BANK 

With TP Vision – renowned for “running” the Philips 

TV brand, recently taking over the marketing and 

manufacturing of Philips audio products, the company 

has announced some highly innovative products for Q4 

2019. 

Matthias Wietstock, Marketing 

Director for Germany, Austria, and 

Switzerland, introduced the latest 

products at the Innovations Media 

Briefing in Berlin. 

“At the moment, we’re concentrating 

on headphones, especially wireless, 

as that’s where we see the biggest 

opportunities to raise average 

market prices,” said Wietstock. “Our 

new Philips True Wireless SHB2515 

earbuds come with an integrated 

power bank in the storage case, 

which can also charge a smartphone 

for maximum convenience.” 

For more audiovisual products, 

the Soundbar HTL3325 is a perfect 

addition to the Performance 

TV series, with its three-sided 

Ambilight. 2019 has seen a fall in 

TV prices by 9%, while the OLED 

market grew 127% in 2018 and 

represents 80% of the 65” segment 

in the premium TV segment. 

Philips supports all main HDR 

formats with its 6000 series. The 

two-chip solution enables a sharper 

picture. OLED TVs in 2019 will 

come ready-equipped with the third 

generation of the P5 processor, 

w h i c h 

enhances the 

o v e ra l l i m a g e 

quality in source 

perfection, sharpness, colour, 

contrast, and motion. 

P h i l i p s ’ 2 0 1 8 s o u n d s y s t e m 

collaboration with Bowers & Wilkins 

is showcased this year in the OLED 8 

series. T h e y 

will be Google and 

Alexa compatible and 

Dolby Vision and Dolby 

Atmos among other high-end 

attributes 

Hall 22 

Stand 101 

BEURER 

CELEBRATES 

CENTENARY @ IFA 

Maremed MK500: 

marine climate for 

at home 

Hall 26 

Stand 105 

Hall 4.1 

Stand 212 

Celebrating its 100 th 

anniversary this 

year, Beurer’s wide 

range of wellness 

products serve the 

intersection of health 

and innovation. 

The focus at this year’s 

Innovation Media Briefing 

was first on the Maremed 

humidifier, which is not only 

for general use, but also for 

relief from asthma. 

According to Beurer Managing 

Director Georg Walkenbach, 

consumer interest in products 

like these is predicted to rise 

as there are 300m asthma 

sufferers worldwide, one tenth 

of whom are located in the EU. 

Moreover many patients are 

seeking alternative treatments 

to medication. 

Maremed is manually filled 

with water and sea salt. Using 

patented technology, its filter 

purifies the air and a UVC lamp 

purifies the outgoing humidified 

air. Maremed eliminates 99% 

of bacteria and viruses, and 

can also be used preventatively 

against common allergies such 

as hay fever. 

According to Walkenbach, “We 

can now bring the sea breeze 

into your home. It’s not just 

a humidifier, it’s a humidifier 

based on salt water. The secret 

behind this new device is that 

the air is pumped through the 

water, picking up the humidity 

as it goes along, as well as the 

salt. ” 

The virtual postural trainer 

8sense was also introduced. 

Sedentary occupations are a 

known threat to posture and 

general health, yet most users 

need personalised guidance. 

The 8sense device is clipped 

onto clothing at the nape of 

the neck, providing real-time 

posture feedback through 

vibrations. Its algorithms 

recognise and analyse daily 

movements and habits, 

while data is gathered on the 

accompanying, Bluetoothconnected 

app 


31


MEDISANA 

LEVERAGES 

COINNOVATION 

TO BRING A 

HOME CARE 

ROBOT TO THE 

MARKET 

Marco Getz 

Managing Director, 

Medisana GmbH 

IFA senior management continue to sing the 

praises of what they term coinnovation, and 

proof of the concept comes with news from 

Medisana that they are bringing a new “home 

care” robot to the market thanks to a new joint 

venture. 

Marco Getz, the new 

Managing Director of 

Medisana GmbH, presented 

the new robot in a world 

premiere at the Innovations 

Media Briefing in Berlin this 

summer. The device is the 

fruit of a joint venture between 

China-based Medisana and 

an Israeli engineering firm, 

coupled with input from the 

German office. 

“We put in a lot of our 

resources and know-how, 

especially in terms of medical 

measurements and medical 

devices,” says Getz, adding, 

“We are connecting the robot 

STRONGER TOGETHER – 

HISENSE AND GORENJE – 

TWO BRANDS WITH A UNIQUE 

CONNECTION 

SNEAK 

with our 

normal 

devices, 

for such 

things as 

blood pressure, blood sugar, 

or scales, so that the user has 

permanent control of their 

vital parameters.” 

Getz explains that the 

company that originally 

designed this product did 

so primarily for defence 

purposes: “It was made to 

detect bombs. It therefore had 

a very smooth and reliable 

navigation system, which has 

been used to make our own 

robot in combination with our 

know-how in medical devices 

and medical measurements.” 

As Medisana’s major 

business is in Europe, the 

company is starting its rollout 

in this territory, with further 

rollout coming as the robot 

gets ‘life lessons’: “We have to 

Hisense 

H65U8B 

TV 

learn about the robot, as this 

is the first generation. It has 

to develop its own intelligence 

step-by-step, so we don’t 

want to make a global rollout 

straight away. A second stage 

will see a roll-out in Asia and 

the US,” says Getz. 

According to Medisana’s 

German boss, feedback 

from journalists has been 

enthusiastic: “They are 

saying this is one of the real 

innovations they are seeing 

at the IFA preview, because 

it is new, it is unique, and of 

course a lot of people are 

talking about robots, but we 

are showing a real working 

model. We will roll out the 

product in Q4 this year, 

so it is real. Therefore, the 

journalists are impressed 

about our performance and 

our development” 

Hall 6.1 

Stand 103 

In a strategic partnership since only fall 2018 Hisense 

and Gorenje showed a united front at the Innovations 

Media Briefing with Julian Lietzau, Marketing Director 

of Gorenje and Uwe Paul, Commercial Director of 

Hisense. 

Hisense, founded in 1969 in 

China, is one of the leading 

manufacturers of flat screen 

TVs and household appliances. 

The Slovenian Gorenje Group, 

founded in 1950, counts among 

the leading home appliance 

manufacturers with customers 

from 90 countries. 

“Since our partnership was 

formed, our two companies have 

been working together to create 

and optimise our products,” said 

Lietzau. “We are two companies 

with our own unique strengths, 

and it is very exciting to bring 

these strengths together in 

one entity. We have combined 

the potential of both firms, and 

this has given us a great deal of 

positive energy. Our common aim 

is to create quality, affordable hitech 

and lifestyle products.” 

Paul said that by 2020 there 

will be a range of household 

appliances that will combine and 

reflect the two companies’ unique 

aspects. 

Highlights include the Hisense 

H65U8B 65-inch TV, which 

features Dolby vision, USB 

recording and a built-in 

subwoofer. The slick design, 

said Paul, appeals to European 

taste. He also emphasised 

the growing market for Laser 

TV in Europe, which he said is 

often overlooked, yet has all the 

features of a normal TV. Hisense 

is working fast to incorporate the 

growing range of apps relevant 

to Smart TV into their TVs. The 

apps incorporate quick search 

functions for video on demand, 

one touch access and voice 

control via ALEXA. 

Another highlight includes the 

Gorenje washing machines and 

dryers that now offer a steam 

programme, named 

Steamtech. Julian Lietzau 

explained that steam in washing 

programmes was now popular 

for a number of reasons, among 

them the ability to kill bacteria in 

clothing without any chemicals, 

but also eliminated the need to 

iron clothes 

Hall 6.2 

Stand 201 

32


PEEK 

THREE BRANDS IN ONE 

Daniel Wild, Director of Marketing and Communications for Haier, 

announced new strategy and products at the IFA Innovations Media 

Briefing in Berlin, as Haier is becoming a “tri-brand” name: absorbing 

Candy and Hoover. 

“The XL Slim Size fridge, with its range of 

15 appliances with features such as four 

doors, is my personal highlight of Haier’s 

2019 innovations,” enthused Wild. “ It’s 

convenient size, fitting between many 

diverse dimensions of countertops and 

other appliances adds so much value to the 

home.” 

Candy draws on its long Italian tradition 

of good design and achieved a world 

first: developing nine short washing 

programmes. Snap&Wash technology 

allows the user to take a photograph of the 

washing and the machine will determine 

the most appropriate programme. 

Hoover’s 2019 innovations focus 

on wellbeing and sustainability. The 

H-Keepheat 700 cooks food slowly and is 

the world’s first oven to conserve food at a 

constant temperature of 63°C. The MyChef 

Tefal OptiGrill Elite 

Steffen Henssler 

app displays hob status and step-by-step 

recipes. 

As for washing products, the Axi Silent 

Drum dryer reduces noise by 10dB and can 

be voice-controlled. Hoover’s Handstick 

vacuum range is influenced by homes 

getting smaller and an increase in allergies 

and pet ownership. 

Haier’s Duo Laundry Centre, with its two 

drums, simultaneously carries out any 

two options from drying, washing, and 

refreshing. Haier’s top-loaders have an 

antibacterial coating and a steam function, 

while its popular Super Drum can both 

wash and dry and won a Red Dot Design 

Award in 2017 

Hall 3.1 

Stand 102 

Daniel Wild 

Director of Marketing and Communications, HAIER 

during the A nnoation Media Brieng 

GROUPE SEB FOCUSES ON 

SUSTAINABLY, FLEXIBILITY 

AND INDIVIDUAL NEEDS 

Krups Cook4Me+ 

Grameez 

Groupe SEB have leveraged the Innovations Media 

Briefing in Berlin to announce a roadmap to “design 

products that reflect sustainability, flexibility and 

individual needs. Looking to the future, where it 

is estimated over 80% of the population will live in 

cities; space will be limited and kitchens smaller.” 

“I am happy to be able to tell 

you that we have had a 7.8% 

growth in sales worldwide,” 

said Astrid Duhamel, Head of 

Communication and Digital 

DACH – Groupe SEB. “We have 

had a big increase in sales in both 

Austria and Switzerland, and we 

are the number one product in 

11 different categories.” 

a specific amount of ingredients 

and through the Cookforme 

App. 

Another highlight is the new 

kitchen machine that enables 

users to grill meat in its lid. 

It also incorporates a kitchen 

scale and allows to prepare food 

for up to 10 people. 

longer cable. 

TEFAL have addressed 

individual tastes by introducing 

a grill that features 12 different 

programmes for grilling meat, 

and even includes a special one 

for grilling German sausages. 

Rowenta addresses the 

challenge pets create with the 

Explorer Series vacuum cleaners 

which features a special turbo 

brush that sweeps deeper into 

floor coverings and also captures 

many allergens 

The latest KRUPS model, the 

Multi Cooker C27 actively 

prevents food wastage by 

advising what they can cook with 

One of KRUPS’ truly classic 

appliances, the legendary 3 MIX 

celebrates its 60 th anniversary 

with the addition of a new, 

Entrance South 

(left) Stand 101 


33

SNEAK 


KÄRCHER- UTILISING STEAM 

TO RID SURFACES OF 99.9% OF 

THEIR BACTERIA 

Tobias Wahl, Head of Product Management and Marketing of Retail 

Indoor Products at Kärcher, announced during the Innovations Media 

Briefing that his company aims to make floor cleaning easier and more 

effective. 

Tobias Wahl 

Head of Product Management & 

Marketing Retail Indoor Products, 

Kärcher 

Wahl ensured “none of our products rely 

on chemicals to clean, but utilise steam and 

provide the perfect cleaning solution for every 

surface. What’s more, cleaning with Kärcher 

appliances means you are killing 99.9% of the 

known bacteria that thrive on floor surfaces.” 

Wahl introduced two new upright models, the 

SC Upright Easy Fix and the FC 5 Cordless 

Premium. The latter allows users to vacuum 

and wash their floors at the 

same time. The cleaner 

enables maximum ease 

of use when cleaning 

hard floors. It features 

a practical 2-in-1 

function to pick up 

wet and dry dirt 

in a single step, 

which means it is not necessary to vacuum 

beforehand. 

Kärcher SC 3 Upright Easy Fix Premium is a 

steam mop that deep-cleans hard floors. As 

it comes with a three-stage steam volume 

control operated, it is easy to find the right 

amount of steam for use on different surfaces 

including tiles, wood and carpet. 

Wahl points out Kärcher products provide 

the perfect cleaning solution to just about any 

surface. For families with children and allergysufferers 

in particular, cleaning with steam is 

ideal, because thorough use removes 99.99% 

of all common household bacteria, without 

any chemicals - just the power of hot steam 

Hall 4.1 

Stand 213 

Andreas Gelsheimer 

Product Line Manager Homecare D/AT, AEG 

AEG 

LAUNCHES 

NEW 

GENERATION 

APPLIANCES 

AT IFA 

Andreas Gelsheimer, 

Product Line Manager 

for Homecare D/AT and 

Michael Wolf, Product 

Manager for Laundry 

D/AT, introduced AEG’s 

upcoming products 

during the Innovations 

Media Briefing. 

“ We believe in knowing, 

serving, and learning from 

customer needs to create 

cleanliness that goes deeper. 

Features that make life easier 

and can stand on their own as 

design objects are the key to 

our success,” said Gelsheimer. 

The QX8 and QX9 vacuum 

cleaners, equipped with a 

power roller, picks up six 

times more dirt than other 

vacuum cleaners, while also 

polishing hard surfaces. 

The Series 9000 dryer with 

3D ScanSensor technology 

ensures thorough drying of 

garments, even thick, lined 

jackets. It senses moisture up 

to 5cm deep in clothing and 

even conditions the lining, 

heightening it by up to 30%. 

August and December 2019 

will see the release of Series 

6000, 7000, 8000, and 9000 

washing machines with 

Autodose function. The Series 

9000 black edition washing 

machines and dryers, available 

in April 2020 features a WiFi 

connection, providing info 

about the total washing and 

drying time. 

Cooking is about to become 

more intuitive: cookers 

and stoves with SensePro, 

SenseFry, and SenseBoil 

encompass sensor technology 

for perfect culinary results. 

The FrenchDoor fridge is WiFicompatible. 

A remarkable innovation is 

the Ultrasonic Stain Remover 

Pen. Once filled with water 

and laundry liquid, it dissolves 

stains, giving stained garments 

a gentle yet potent pretreatment 

before washing 

Hall 4.1 

Stand 101 

34


PEEK 

LIVING CONSCIOUSLY 

THE FOCUS OF BOSCH 

AT IFA 

Bosch VitaFresh system 

The credo of Bosch home appliances 

this year is “zero is hero”. 

“Bosch always tries to address people 

and their needs. Our appliances 

reflect what it means to live 

consciously. We wish to contribute 

to a society that has a growing 

awareness of its responsibilities to 

the environment, a society that is 

changing, where men and women are 

looking to share their responsibilities 

in the household,” explained Harald 

Friedrich Managing Director of 

Bosch Household Appliances at the 

company’s recent power briefing in 

Berlin. 

Avoiding waste and conserving 

energy are the leitmotifs that 

run through Bosch’s latest range 

of household appliances. Many 

utilise artificial intelligence (AI), 

which is skilfully integrated into the 

appliances using high-performance 

sensors. 

This has allowed Bosch to developed 

the first oven that can predict 

when a roast or cake is ready. 

With the VitaFresh system, Bosch 

refrigerators allow consumers 

to keep food fresh for as long as 

possible. 

A new innovation is Bosch’s latest 

solutions for allergy sufferers, 

where a new circulating air filter for 

extractor hoods CleanAir Plus, cleans 

99% of pollen from the air. 

In 2019, the Bosch Home 

Professional series presents the first 

tumble dryer that interacts with the 

washing machine and automatically 

selects the right program and so the 

laundry is dried optimally. And now 

a new door filter system, means fluff 

only needs to be cleaned about eight 

times a year, a chore that had to be 

done several times a week. 

And all this as quietly as possible, 

as the trio the washing machine 

WAY287W5, the tumble dryer 

WTY887W6 and the dishwasher 

SMS68TW00E utilise high-tech 

components for noise reduction 

worldwide. 

Friedrich referred to the trend 

researcher, Daniel Anthes who 

said that today, more people are 

becoming conscientious about their 

consumption, but this should not 

mean that high quality and attractive 

design are forfeited 

Hall 3.1 

Stand 101 

SAMSUNG PROMOTES 

“INTERCONNECTED 

SMART HOME” 

Samsung’s new smart 

refrigerator enables users to 

get a view outside their front 

door… 

At this year’s Innovations Media Briefing, 

Dr Thorsten Böker, Director of Product 

Management at Samsung, presented the 

company’s projected shift from isolated 

smart solutions to an interconnected 

smart home. 

Dr Böker explained, “A smart home 

is the sum of its connected devices, 

personalised by the people who live in it; 

the design of Samsung’s IoT-compatible 

products is therefore highly useroriented.” 

190m people are already using the 

SmartThings mobile app, available for 

use on devices like smartphones, tablets, 

and fridges. Samsung believes in the ease 

of introduction to the benefits of a smart 

home as its individual products are so 

common. It predicts all its devices will be 

IoT-compatible before 2020. 

The SmartHub is the nucleus of the smart 

home ecosystem. Its central interface is 

controlled by the SmartThings mobile 

app, where settings and scenarios can 

be tailored to the individual. Powered by 

mesh WiFi, it is also compatible with any 

existing smart home assistants such as 

Bixby, Alexa, and Google Assistant, and 

also features self-optimising bandwidth 

management. Other devices include the 

Motion Sensor, which increases home 

security by recording movements in its 

120° scope, the Multipurpose Sensor, 

which provides home surveillance in 

the user’s absence, and the Water Leak 

Sensor 

CityCube 

Hall B - Stand 101 


35


SNEAK PEEK 

PANASONIC CHARTS 

THE FUTURE OF TV 

Panasonic revealed 

a working “Concept” 

transparent OLED 

screen at the recent 

IFA innovations media 

briefing – turning many 

heads… 

Hall 5.2 

Stand 101 

During his power briefing at the Innovations Media 

Briefing, Mike Bolatzky, manager at the Panasonic 

Institute, gave insights into the status quo, 

innovations, and forecast of the company’s focus on 

the future of TV. 

According to our findings, 95% 

of those surveyed in Germany 

said that they watch TV at least 

once a week. Further statistics 

indicate a clear downward incline 

in cinema visits, whereas TV sales 

shot up 47% between 2017 and 

2018. 

Current market trends are 

large screen, OLED technology, 

improved image and sound 

quality through technologies like 

HDR 10, Dolby Vision, and HLG 

Broadcast. 12.35 million smart 

TVs in Germany are connected to 

the internet. 

Pa n a s o n i c h a s s e v e ra l 

innovations in 2019. Requiring 

access only to a home WiFi 

network and electricity, TV>IP 

offers a server and client function 

so that users can watch media 

on a smart TV, which can then 

be transmitted to a non-smart 

TV, allowing users to live flexibly 

and save costs on purchasing two 

separate smart TVs. 

Another new product forecast 

for 2019 is the HbbTV Operator 

App. It is standardised, meaning 

that one application can be used 

on many devices regardless 

of manufacturer or model, 

conforming to industry guideline 

and avoiding several different 

user interfaces. It combines a 

linear broadcast with non-linear 

IP content. 

In a demonstration, HD+ was 

shown to encrypt private 

broadcasts (i.e. integrate them 

into linear broadcasting). Its 

features include a virtual TV 

guide allowing the viewer to 

go seven days back, browsing 

a media selection of a channel 

different to the one currently 

being viewed, with everything 

in one place. Users also have 

the opportunity to search by 

genre, i.e. “music” will display all 

music-themed TV shows across 

all channels, and create a userdefined 

list of channels in the 

sidebar. 

In future developments, 

Panasonic is continuing the 

trend of making the TV a central 

object in a smart home, while 

also simultaneously allowing it 

to blend in. Mr Bolatzky spoke of 

its “discreet integration” into the 

decor, with pale wooden frames 

surrounding an aesthetically 

pleasing iridescent screen when 

not in use 

New Jura coffee maker at the 

recent Innovations Media Briefing 

JURA 

PLACES YOUR 

FAVOURITE 

COFFEE 

“AT YOUR 

FINGERTIPS” 

The Swiss coffee 

making specialist JURA 

presented their latest 

high-tech machines at 

the Innovations Media 

Briefing. 

“The ENA 8 utilises AI to the 

fullest and will also allow you to 

order via our J.O.E. App (JURA 

Operating Experience) and 

Siri. Not only does it enable 

you to order your favourite 

coffee – and ENA offers over 12 

different types of coffee - but it 

also instructs you in how best 

to care for this nifty, compact 

device”, explains Wiebke 

Reineke, Sales Director, JURA 

Germany. 

At the Innovations Media 

Briefing, the Swiss coffee and 

gourmet specialist announced 

ENA 8, the latest version of 

their single-cup, fully automatic 

coffee machine. Two models 

were presented: The Full 

Metropolitan Black and Solid 

Aluminium. 

Both models combine 

impressive design with 

sophisticated technology and 

now come with a touch screen. 

They also now offer a choice of 

12 coffee types. 

“Those of us who are espresso 

connoisseurs know that the 

espresso cup needs to be 

heated before the coffee comes 

in,” says Reineke. 

A 2.8-inch TFT touch screen, 

combined with Artificial 

Intelligence and the JURA App 

J.O.E. are combined to make 

creating a coffee even easier. 

ENA 8 features a Rondell 

view on the display. Coffee 

connoisseurs can now look 

forward to a perfect Coffee 

Barista or the new Cortado. 

The latter is an espresso 

mixed with just a touch of 

warm milk. Further to this, a 

specially developed algorithm 

ensures that the ENA 8 can 

independently recognize the 

individual preferences of each 

coffee lover and adapt the start 

screen accordingly. 

The single-cup automatic 

machine uses an AromaG3 

grinder and the pulse extraction 

process (P.E.P.) and an 

automatic filter type detection 

(I.W.S.) indicates whether the 

ENA 8 is being used and adjusts 

the corresponding settings 

automatically. 

Reineke says, “It is all about 

ordering and creating your 

coffee in the most comfortable 

way possible” 

Hall 2.1 

Stand 202 

36

REGION 

SPOTLIGHT ON 

TAIWAN 

TAIWAN 

PUSHES ITS IOT 

CAPABILITIES 

Mark Wu, 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 hightech 

manufacturing to an innovation-driven economy. We 

asked Wu, how consumer electronics, telco and home appliance 

manufacturing industries evolving in Taiwan today. 

TAIWAN 

IS NOW SHIFTING 

TO AN INNOVATIVE 

SOLUTIONS DRIVEN 

ECONOMY 

Mark Wu 

Executive Director of the Strategic 

Marketing Department, 

Taiwan External Trade Development 

Council (TAITRA) 

Taiwanese companies aim to integrate 

their experience of developing and 

manufacturing consumer electronics 

with highlight trends, such as AI, IoT, 

Big Data, VR, etc. Taiwan is now shifting 

from high tech manufacturing to an 

innovative solutions driven economy. 

Therefore, Taiwanese companies 

have committed to strengthening 

their competence in the integration of 

devices, networking and systems for AI, 

Big Data and edge computing in order 

to grasp the business opportunities 

in smart living, robotics, healthcare 

and home appliances. This will be the 

key to enhancing service capabilities, 

application and offerings in the market 

of consumer electronics. 

Are there any new and interesting 

companies from Taiwan attending IFA 

this year? 

This year, in addition to leading ICT 

companies, such as Acer, Asus and Adata, 

there are also lots of companies from 

Taiwan that will showcase innovative 

ideas for smart living and products 

developed based on technology of AI, 

IoT, VR, and so on. 

For example, New Kinpo Group will 

showcase its consumer electronics 

brand, HiMirror, which is producing the 

world’s first smart mirror. HiMirror’s 

smart beauty device combines skin 

analysis, fitness management and digital 

make-up try-on through AR technology. 

In addition, the world’s first adjustable 

electric wine aerator from Mercuries 

Asia will be showcased at the Taiwan 

Excellence Pavilion. The patented 

Adjustable Air Intake Mechanism lets 

consumers mix their red wine with 

different volumes of air to arrive at the 

desired aerated texture and flavour. 

What product categories are the 

“sweet spots” at the moment? 

Smart appliances are becoming 

necessary for everyone to access and 

control things at home. The majority of 

smart appliances are powered by the 

internet of things (IoT), and AI pushes 

the IoT revolution. 

AI is now a mainstay in consumer tech 

by being integrated into every piece of 

IoT technology and changing the way 

companies do business. 

With the development of voice and 

facial recognition, applications between 

AI and robots, and increasing availability 

of connected appliances, the future of 

the smart home market and personal 

service robot looks promising. 

You have been attending IFA for 

some time. Please tell us about your 

relationship with IFA and why this 

show is important for your members. 

Germany is Taiwan’s 7th trade partner 

and ICT products represent the 

highest percentage in Taiwanese global 

exportation. IFA, as the biggest tech 

trade show, is the main meeting place 

for key buyers and experts from the 

industry and the media. In addition, IFA 

is the perfect platform to communicate 

with consumers and introduce new ideas 

into the European market. Attending 

IFA is always a good opportunity for 

Taiwan Excellence to introduce excellent 

Taiwanese companies and brands and 

also to enhance Taiwan’s image 

Hall 25 

Stand 415 


37

REGION 

SPOTLIGHT ON 

TAIWAN 

TAIWAN – EXPORTS SLOW, 

BUT INNOVATION ON RISE 

Taiwan’s economy currently faces 

a slight slow-down in economic 

growth. GDP grew at 2.7% in 

2018, and is expected to be 

around 2.2% in 2019. 

Taiwan’s exports, which account 

for around 77% of its GDP, 

have this year been hit by a 

fall in demand for electronic 

components such as computer 

chips amid weaker device sales 

and slower global economic 

growth. The Taiwanese 

government is forecasting a 

decline of 1.17% for exports in 

2019, following 5.9% growth in 

2018. 

Electronics make up more than 

40% of Taiwan’s exports, and as 

growth in the global smartphone 

sector is weighed-down by market 

saturation, the effect will flowon 

to Taiwan’s economy. Demand 

from the mainland China market 

is also slowing, particularly in 

the fields of automotive and 

telecommunications equipment. 

Tzer-Ming Chu, Taiwan’s Minister 

of the Directorate General of 

Budget, Accounting and Statistics, 

is reported to have stated that 

the slowing of exports is due 

to decreasing global trade and 

a slowing global economy, not 

because of the trade war. 

On the other hand, there are 

some underlying positives for 

the Taiwan economy, as the share 

prices of tech companies continue 

to rise. Google, Microsoft and 

other major global tech companies 

are growing their presence in 

Taiwan, training local staff, which 

will result in a long-term benefit. 

FOXCONN DRIVING BUSINESS 

The past couple of years have 

seen Foxconn very active on 

the international front, with 

Taiwanese company’s subsidiary, 

Foxconn Interconnect Technology 

(FIT) buying the US tech player 

Belkin – the mother company of 

Linksys and Wemo, for a reported 

US$866m in March last year. 

In an official statement, Sidney 

Lu, CEO of FIT said, “Integrating 

Belkin’s best-in-class capabilities 

and solutions into FIT, we 

expect to enrich our portfolio of 

premium consumer products and 

accelerate our penetration into 

the smart home.” 

Interesting to note also, with 

the arrival last year at IFA of the 

Shift Automotive conference, is 

that in 2016, Foxconn, together 

with Tencent and luxury-car 

dealer Harmony New Energy 

Auto, founded Future Mobility, 

a car start-up that aims to sell 

all-electric fully autonomous 

premium cars by the end of this 

year, under the “Byton” brand 

name. The vehicle has been 

described as a “driveable electric 

concept car”. 

The Taiwan Excellence Pavilion 

will again be present at IFA this 

year – Hall 25 / 415 

KEY 

FIGURES 

2.2% 

forecast economic 

growth in 2019 

77% 

of Taiwan’s GDP comes 

from exports 

40% 

the part of Taiwan’s 

exports taken up by 

electronics goods 

SELECTED TAIWAN EXHIBITORS AT IFA 

ASUS WINS 21 RED 

DOT PRODUCT 

DESIGN AWARDS 

In April 2019, Taiwan-based ASUS 

announced wins of 21 Red Dot 

Awards for outstanding product 

design, setting a new company 

record for the number of Red 

Dot Awards won in a single year. 

According to ASUS Chief Design 

Officer, Mitch Yang. “By continuing 

to break records with more 

Red Dot Award wins each year, 

the entire ASUS team is clearly 

demonstrating our ‘In Search 

of Incredible’ spirit of continual 

innovation with the goal of 

delivering the best products” 

ADATA UNVEILS 

HM800 EXTERNAL 

HARD DRIVE 

ADATA Technology’s HM800 

external hard drive is a must-have 

for users who own a smart TV. Not 

only does the HM800 playback users’ 

favourite binge-worthy TV shows, 

movies, and sporting matches on 

their TV, but also lets them record 

this content. They can record to their 

heart’s content with 4, 6, and 8TB 

of storage capacity and can easily 

backup their files with the One-Touch 

Backup function 

HALL 12 / STAND 107 

ASUS ROG Phone – 

one of this year’s Red Dot 

Award winners 

HALL 12 / STAND 110 

ADATA HM800 External 

Hard Drive 

38

© Thomas Keller 

HOSPITALITY / RESTAURANTS / BARS 

CLUBS / EVENTS / SHOPPING / CULTURE 

Berlin: celebrating historic milestones in 2019 

Berlin’s Governing Mayor, Michael Müller, welcomes IFA Berlin guests in a year when 

the city celebrates 30 years since the fall of the Berlin Wall — among numerous special 

anniversaries. We asked him what makes Berlin a special travel destination in 2019. 

Michael Müller 

Mayor of Berlin 

Berlin is a destination for cultural discoverers and 

connoisseurs. Life here is colourful, diverse and 

fascinating. No wonder we are in the top five of 

European destinations. Highlights this year are 

certainly the big anniversary celebrations. We 

celebrated the 70th anniversary of the Berlin Airlift 

in June, during which West Berlin was blockaded 

by the Soviet Union; and in November, we celebrate 

the “Peaceful Revolution” marking the fall of the 

Wall 30 years ago. In addition, 2019 is “Humboldt 

Year,” especially in Berlin where the 250th birthday 

of scientist and explorer Alexander von Humboldt 

will be celebrated on September 14 — parallel to 

the opening of the new Humboldt Forum, a new 

exhibition and experience space in the heart of 

Berlin. 

How has Berlin changed since the fall of the Berlin 

Wall, and how exactly will the city celebrate the 

milestone? 

Berlin has undergone tremendous change, yet 

will not cease to change. That alone is a reason to 

visit year after year. From the 4th to the 10th of 

November we will celebrate the Peaceful Revolution 

and the fall of the Wall with a big festival. Important 

events in the history of 1989/90 are told and 

experienced in the places where they happened on 

the “Berlin Route of the Revolution.” In addition, 

countless events, exhibitions — and many surprises 

— await guests. Just one more reason to visit the 

German capital this autumn. 

How does Berlin try to promote sustainability? 

We want a sustainable metropolis for all, for the 

guests of our city and of course for all Berliners. 

Sustainable tourism means that the authenticity of 

Berlin, which attracts millions of visitors every year, 

is preserved — and that tourism is co-designed with 

Berliners. There are always new ideas in Berlin, 

projects that are developing in new places in the city 

and that are becoming highlights and attracting many 

people. But it can lead to an overload on certain hot 

spots. The new tourism concept therefore seeks to 

relieve the burden on such places so that more of 

Berlin on the whole comes alive. We are therefore 

improving the tourism infrastructure in all twelve 

districts so that Berlin’s high quality of life and 

experience is maintained. 

What is your main tip for IFA visitors who might be 

exploring Berlin for the first time? 

Look less at your travel guide or on your smartphone 

and instead experience Berlin, the neighbourhoods, 

the life in the streets and its unique history. 


39

Brechts Steakhaus 

Bars 

BLACKLIST BAR 

The blacklist bar offers a creative mix of 

modern drinks, a cool contemporary kitchen 

and high design interior. The look is inspired by a 

combination of eclectic experiences recalling Rio 

de Janeiro, Miami, Tel Aviv and a former 1950s 

church. Leonardo Weissmann, former bar manager 

of the legendary Unversum lounge and Marbu 

bar, developed the Blacklist Bar concept; while 

Patrick Rexhausen, known for creating innovative 

kitchen concepts in the German culinary scene for 

over 25 years, oversees the delicious treats from 

the kitchen. This is also the bar where fashionable 

guests party to the city’s best DJs. 

Opening Tuesday to Saturday, 6 pm - 2 am; Sunday 

and Monday, 7 pm - 12 am 

Blacklist Bar 

Neue Kant Str. 1/ Suarez Str. 

14057 Berlin 

Tel: +49 176 84 583 919 

Metro: S-Bahn Charlottenburg - 

U-Bahn Sophie-Charlotte-Platz 

Restaurants 

BRECHTS STEAKHAUS 

The Brechts Steakhaus is located directly on the 

water in Berlin Mitte at Friedrichstrasse. The 

restaurant derives its name from the fact that it 

was Bertolt Brecht’s main house. 

In addition to first-class Dry Aged Steaks from 

grass fed Hereford cattles in Ireland, there are also 

over 100 excellent wines from Germany on the 

menu. You will also find classics such as the famous 

Berlin currywurst, organic chicken, and spare ribs, 

from the lava stone grill. 

Brechts Steakhaus offers a menu for IFA to 

commemorate the new twenties. 

Three courses for €34,50 

Open daily: 12 noon - 1 am 

Brechts Steakhaus 

Schiffbauerdamm 7 - 10117 Berlin 

Tel: +49 (0)30 2757 2037 

www.brechts.de 

Metro: S & U Friedrichstraße 

GANYMED BRASSERIE 

CELEBRATES FRANCE ON THE 

WATERSIDE 

Lovers of fresh seafood and fans of French cuisine 

will be spoiled at the Brasserie Ganymed in 

Schiffbauerdamm. 

The playwright Bert Brecht and actress Helene 

Weigel used to enjoy the food and the authentic 

Parisian atmosphere here. The dishes are prepared 

with fresh, regional products directly from Brittany 

and special French delicacies. On warm days and 

balmy September nights, be sure to secure a place 

on the Spree Terrace. 

Vive la france at Ganymed, the Belle Epoque-style 

restaurant offers a menu for IFA to commemorate 

the golden twenties. 3 courses for €34.50 

Open daily: 12 noon - 1 am 

Ganymed Brasserie 

Schiffbauerdamm 510117 Berlin Mitte 

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

www.ganymed-brasserie.de 

Metro: S & U Friedrichstraße 

Ganymed Brasserie 

Cultural Entertainment 

& Shopping 

POSTDAMER PLATZ ARKADEN 

The Potsdamer Platz Arkaden, the pulsating 

heart in Berlin Mitte, an area for shopping 

and experiences with metropolitain flair. The 

Potsdamer Platz Arkaden offers 130 shops, 

restaurants and cafés on three levels. 

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

underground parking around the clock. 

The Daimler Art Collection started in 1977 and is 

devoted to 20th century and contemporary art. 

Located in Hauss 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)30 255 927 66 

http://potsdamerplatz.de 

Metro: S & U Potsdamer Platz 

40

HALL PLAN 

SHUTTLES 

Hall 3.1 - Stand 102 

Hall 25 - Stand 415




Hall 9 - Stand 212 



Hall 7.1c - Stand 108 Hall 9 - Stand 109 Hall 2.1 - Stand 201 


HALL PLAN 






Hall 10.1 Stand 127 


Hall 7.1a - Stand 107 







Hall 22 - Stand 101 Hall 6.2 - Stand 201 

Hall 11.1- Stands 141 - 177 / Funkturm Indoor Ground - A20 

Hall 11.1 - Stands 101 - 158 





Hall 25 - Stand 113 Hall 6.2 - Stand 201


Summer garden / A10 


Hall 8.2 - Stand 101 Hall 17 - Stand 105 STATION Berlin Showroom 

IFA GLOBAL MARKETS 

HALL PLAN

IFAInt19_PREV_Online

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