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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

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

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