IFA International 2019 DAY 1 Edition

cleverdis

DAY 1

EDITION

Friday 6 September 2019

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

CONTENTS

03 > NEWS

32 > IFA+ SUMMIT

33 > IFA NEXT

36 > TRADE TALK

41 > EXCLUSIVE INTERVIEWS

47 > NOMADIC LIFESTYLE

PART 1

68 > SPOTLIGHT ON KOREA

69 > WHERE TO GO IN BERLIN

THOUGHT LEADERS

Jens Heithecker

Executive Director, IFA

We think the word ‘coinnovation’, is the

best expression to underline how we bring

innovation to IFA

See page 7

Stefan Müller

Chief Executive Officer, expert SE

IFA is an ideal platform to make new

contacts, expand our network and gain

fresh ideas.

See page 39

5G FORCE

Accelerating faster than an F1 car… the future

arrives @ IFA

Pulling 5G in a racing

car or fighter jet would

make anyone’s head spin,

and here in Berlin, the

possibilities of 5G are

also quite mind boggling.

Blinding connection speeds

are now possible, and

are within the reach of

most consumers, thanks

to the onset of this new

technology, which will bring

major changes to our lives.

Over the next six days, IFA

becomes the world capital

of 5G, and indeed of the

entire high-tech world

at large. One of the key

players, Huawei, will be the

centre of attention, as CEO

Richard Yu (pictured left)

takes to the keynote stage

at IFA.

Along with 5G, visitors to

the world’s leading trade

fair for Consumer and

Richard Yu

CEO, Huawei Consumer Business Group

IFA BECOMES

THE WORLD

CAPITAL

OF 5G, AND

INDEED OF

THE ENTIRE

HIGH-TECH

WORLD AT

LARGE.

Home Electronics will

discover the future of AI,

VR, AR, 8K TV, robotics,

future mobility, smart

living, smart cities, and

digital health, just to name

a few. It’s all about meeting

face-to-face, spawning

ideas – and business – for

the future. Read page 42.

Rod White

Head of Design, TPV Group

The key trends currently are around

scale, sound and smart home.

See page 41

THE FUTURE OF MOBILITY

Whether it’s smartphones,

wearables, mobile audio, gaming,

or indeed e-mobility, you’ll be

wowed with what’s on show

this year at IFA. It’s all about

speed… and processing power.

According to analysts GfK,

smartphone processors have been

the key enabler of strong device

performance. Read all about it…

from page 47.

© Messe Berlin GmbH


NEWS

BROUGHT

TO YOU BY

EDITORIAL

Richard Barnes

Editor-In-Chief

WHAT’S NEXT?

It’s a showcase to the future. The heart of what IFA is

all about: IFA NEXT was conceived two years ago as a

way to project the future, through start-ups, research

projects and conference sessions, all in one place. As

with everything else at IFA, the concept has grown and

evolved quickly to become an unavoidable concentration

of forward thought that will be the basis of a countless

number of roadmaps for the future.

So, it makes sense to get back to the heart of where

much of the world’s innovation has come from in the past

decades: Japan – as the first Global Innovation Partner of

IFA NEXT.

The Japan Pavilion’s maxim is “Interface with

Consideration and Sensibility”, where examples of new

human-machine interface developed in line with inherent

Japanese traits, in a society where cyberspace and physical

space are highly integrated, are being demonstrated.

Whether it’s Artificial intelligence, IoT, big data, or robotics

- the world ahead will achieve advanced convergence

between cyberspace and physical space, giving rise to

the demand for human-machine interfaces. The Japan

Pavilion presents new user interfaces developed by

various innovators from major corporations to start-ups.

These user interfaces embody high reliability and Japan’s

unique sensibility to create natural comfort. Interfaces

that augment a variety of human actions and create new

value – as IFA NEXT’s first partner county, Japan invites

you to experience tomorrow’s user interfaces created by

Japanese tech culture. For many, it won’t be the first time

that Japan takes us “Back to the Future” … but what a

future it will be!

Artificial Intelligence, voice and 5G

connectivity are the three big trends

shaping consumer electronics and

home appliances at IFA 2019. With all

exhibition space fully booked, IFA is

hosting 1,939 manufacturers and brands

across 163,900 sq m.

“During the six days ahead, our exhibitors,

trade visitors, the media and the

general public will see more innovation

and new products than ever before,” said

Hans-Joachim Kamp, Chairman of the

Supervisory Board of gfu Consumer &

Home Electronics GmbH, the organiser

of IFA, at the event’s opening press

conference.

Dr Reinhard Zinkann, Chairman of ZVEI,

the German Electrical and Electronic

Manufacturers’ Association, says key

themes this year are performance,

simplification, premium and sustainability.

While announcing that market conditions

had become more challenging, Dr Zinkann

stated, “As Winston Churchill once

said, ‘A pessimist sees the difficulty in

every opportunity. An optimist sees the

opportunity in every difficulty’, and surely

we are among the optimists.”

Dr Christian Göke

CEO, Messe Berlin at the IFA 2019

opening press conference

IFA POWERS-UP

WITH AI, VOICE AND

5G CONNECTIVITY

He went on to say, “Despite business

challenges, the household appliance

industry is doing quite well, which makes

us optimistic for the future. IFA, as the

most important meeting and marketplace

for the home appliances industry, will help

to give us an extra boost.”

Dr Christian Göke, CEO Messe Berlin,

welcomed all to this year’s IFA, stating,

“What you see here in Berlin is the

cutting edge of technology, and ready for

consumers ahead of the most important

shopping season – from Black Friday

and Singles Day to Cyber Monday

and Christmas.”

After outlining the importance of keeping

trade barriers low, Dr Göke announced:

“This year’s keynote on Friday at 10:30am

could be our most anticipated keynote

yet, with Richard Yu, the chief executive

of Huawei consumer business group. Here

is my promise: You will hear a great news

story.”

Doubtless it will be only one of many

enthralling tales to tell about what is set

to be a great show.

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www.ifa-international.org IFA International • Friday 6 th September 2019

3


BROUGHT

TO YOU BY

NEWS

2019 MARKET

DEVELOPMENTS

Challenging new market

dynamics… and opportunities as

IFA 2019 opens its gates

This year’s IFA opening

press conference saw Hans-

Joachim Kamp, Chairman of

the Supervisory Board of gfu

Consumer & Home Electronics

GmbH, outlining a highly

challenging market dynamic

facing the sector as this year’s

show opens its gates.

Kamp stated that during 2019, IFA’s key

markets are not developing in lockstep:

“For consumer electronics, the industry

expects global sales of €740bn, a decline

of around 1.8%. In contrast, the global

market for household appliances is growing

strongly. Market researchers expect small

electrical appliances to grow at a pace

of around 9.4% to just under €90bn, while

sales of large electrical appliances will

grow 2.2% to just under €182bn.

A total sales volume of more than one

trillion euros – €1.011tn to be precise

– is forecast for the global market for

technical consumer goods. Despite the

difficult context of trade wars, Brexit

and a global economic slowdown, overall

the global market appears to be stable.

However, all these factors, says Kamp, make

it challenging to reliably forecast future

market developments.

Analysts GfK have released a number of

important surveys in time for IFA. One of

the main findings of the global technical

consumer goods market survey published

this week is that the “significance of

experiences driving purchases and

powering the market is becoming more

important”. The survey names five trends

that are driving markets: performance,

simplification, premium (pamper me),

borderless shopping, and developing

economies.

According to the GfK FutureBuy study,

65% of survey respondents agreed with the

statement: “The consumer feels more in

control than ever before when choosing the

best products”. The same study reveals that

53% of consumers appreciate experiences

more than possessions.

Nevin Francis, GfK expert for the TCG

industry explains: “Key trends like

performance features delivering rich

experiences; products simplifying our

busy lives, and certain premium products,

which are a reflection of the consumer’s

aspirations – are all resulting in rich

experiences. Whatever the reason for

choosing to buy a product, being able

to purchase it on any channel, from any

location at any time of day or night is

equally essential – hence the unstoppable

rise of borderless shopping.”

With its growing order volume, IFA will

continue to drive growth in international

and national markets

6


BROUGHT

TO YOU BY

NEWS

INNOVATION

IS NOW A

CHALLENGE FOR

MANY COMPANIES

IN THIS CONNECTED

WORLD, AS NO

COMPANY IS REALLY

ABLE TO INNOVATE

ALL ON THEIR OWN

WHAT’S NEW IN 2019?

IFA executive director Jens Heithecker

on this year’s trends

As is the case at every show, it’s

interesting to look at the key

exhibitors and participants. We

asked IFA executive director Jens

Heithecker “what’s new”.

All you have to do is look at our Keynote Line-

Up, and you will see that the driving forces

this year are mobility, the chip industry, and

connected or intelligent devices. A new world

has arrived, with connectivity as a back bone!

Another big news is also that Japan is our

Global Innovation Partner for IFA NEXT this

year. This will be particularly interesting for

a number of reasons, not the least of which is

the fact that we have learned that when people

from different regions talk about innovation,

they often have a very different meaning.

In Japan, there is no single term that means

“innovation”. They have two terms, which when

used in combination mean something like

“revolution”.

In Germany, when we say innovate, it doesn’t

mean the same thing as in America. In the end,

we wanted to use the same language in order

to make it a level playing field. With some of

the top players from Japan on stage, we will

have the chance to highlight innovations which

otherwise may go undiscovered.

Why is coinnovation so important this year?

We are talking about two things: innovation

and coinnovation. Innovation is important

and is a driver for the market. You need

innovation to encourage consumers to invest

in new devices and solutions. But innovation

is now a challenge for many companies in this

connected world, as no company is really able

to innovate all on their own. You need partners,

and you need to be open minded. You need

to integrate developers and other solutions,

other parts and other technology providers.

It means you need to cooperate in innovation,

without that, you might be lost. Especially

if you are on the global stage. We think the

word “coinnovation”, is the best expression

to underline how we bring innovation to IFA,

and also help our exhibitors and innovators

to find each other and exchange ideas. With

coinnovation as a goal, we created IFA NEXT

to help both sides bring innovation to the

markets. It’s a kind of matchmaking, in people,

ideas and mind-sets.

What are the key themes for emerging themes

at IFA this year?

5G will certainly be one of the key trends.

The keynote by Huawei is indicative of the

importance of this, as they are one of the

biggest manufacturers both for the 5G

backbone and 5G consumer devices. It will give

us a hint as to where technology and products

will move in the near future. Of course,

Cristian Amon, President of Qualcomm, will

explain why 5G will be a fundamental driver of

technological progress and usher in the next

era of great inventions.

Our other keynotes will be remarkable as well.

Anthony Wood, the founder, chairman and

CEO of Roku is arguably the most successful

challenger to Netflix and cable networks

alike. He will talk about the visions and

innovations that will transform television.

And with twelve global brands, Arcelik is a

market leader in most of its markets, including

two of Europe’s largest household appliance

brands, Beko and Grundig. During the IFA

Keynote, Hakan Bulgurlu, CEO Arçelik, will

explain his strategic insights and his company’s

global position.

The “power of data” is the key topic at this

year’s IFA+ Summit. On 8 and 9 September,

numerous international speakers will

look ahead to how disruptive technologies

will change and shape our digital future. The

Future of Mobility will be discussed at the

SHIFT Automotive convention on 10 and 11

September. And IFA Global Markets, from 8 to

11 September, will see suppliers, component

manufacturers and OEMs/ODMs meeting

customers and partners from the consumer

and home electronics industries

www.ifa-international.org IFA International • Friday 6 th September 2019

7


BROUGHT

TO YOU BY

NEWS

Hans-Joachim Kamp

Chairman of the supervisory board of gfu

Consumers & Home Electronics

THE GFU

POINT OF VIEW

The head of the trade association running

IFA gives his preview of this year’s show

At this year’s opening IFA media event, Hans-Joachim Kamp, Chairman of

the supervisory board of gfu Consumer & Home Electronics (organisers

of IFA), outlined key factors driving the market. We spoke to him

afterwards about what he sees as being the key trends this year.

The consumer electronics and home

appliance industries are increasingly focusing

on connectivity. More and more products use

artificial intelligence, which enables them

to improve their performance over time. In

addition, voice controlled systems upgrade

the devices’ skills and expand their possible

use cases. Overall at IFA, voice recognition,

artificial intelligence, improved picture

quality, comfort and sustainability are big

trends. Many exhibitors are envisioning their

booths with ‘emotion’ in mind, in order to

enable visitors to experience the “complete

world” of their brands.

What are the biggest challenges for retailers

at the moment?

In my opinion, there are three big challenges:

The erosion of prices is the most challenging

factor for the industry and the retailers.

The share of online sales will continue to

increase around the globe; and promotions

like “Black Friday” are gaining more and more

importance in the markets. Nevertheless,

approximately 75% of sales are still earnt

with stationary retail. So as a matter of

fact, every dealer needs a tailor-made

multichannel strategy.

What makes IFA different compared to

other events of its kind?

There is no other event comparable to

what I like to call IFA’s DNA, through which

industry, trade, media and customers meet

and experience innovation. No other event is

organised in such a professional and perfect

way. Distances are short, with the whole

exhibition for retail trade concentrated

at only one place, located in the heart of

Europe. These are key conditions for doing

successful business. Last but not least, IFA

takes place at the right time – just before the

start of holiday season, which is still the most

important time for industry and trade during

the whole year

www.ifa-international.org IFA International • Friday 6 th September 2019

11


BROUGHT

TO YOU BY

NEWS

LG LAUNCHES NEW DUAL-SCREEN

SMARTPHONE AT IFA

LG Electronics has announced the global rollout

of a new dual-screen smartphone – the G8X

ThinQ.

Kyle Yoon, Mobile Product

Manager for the Korean

electronics giant presented

the new dual OLED screen

device to media at the show,

touting the device’s numerous

selling points, among which

is an in-display fingerprint

sensor.

LG has signed an agreement

w i t h W h a l e f o r t h e

development of a new

bespoke web browser, which

allows users to scroll through

search engine results on

one screen, while consulting

individual web pages on the

other. Other advantages

include a smart extended

keyboard that takes up one

of the displays, increasing

user comfort for creating

documents and using social

media. For gamers, there is a

custom game pad – including

a virtual joystick, on one

screen, while the other

displays the game itself.

Mr Yoon added that “instant

shopping” will be another

new application made

possible with the G8X ThinQ:

“When there is an item on

social media or YouTube that

grabs your attention, you

can search the item on one

screen without closing the

app window, and check out

product reviews or compare

prices on another,” he stated.

Other applications include

checking a golf course map

and doing other things while

on a video call. For photos and

videos, the G8X boasts big

pixel sensors both front and

back, enabling brighter and

clearer pictures.

In terms of sturdiness, the

G8X has passed 14 categories

of military-standard testing,

including high temperature,

low temperature, impact, and

dust.

All in all, said Mr Yoon, the

G8X has enhanced design for

better usability, up-levelled

multi-tasking, is faster and

more efficient, and enables

more creativity and joy for

users

Hall 18

Stand 101

Kyle Yoon

Mobile Product Manager, LG Electronics,

with the new G8X ThinQ phone

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

www.ifa-international.org IFA International • Friday 6 th September 2019

13


14


BROUGHT

TO YOU BY

NEWS

Nathan Sheffield

European Product Director,

Samsung

Benjamin Braun

European Chief Marketing Officer,

Samsung

SAMSUNG UNLEASHES

GALAXY FOLD

“Game-changing” handset, and

innovations in the home have been

announced by the industry giant at

IFA.

Samsung has confirmed at IFA that the rollout

of its eagerly awaited Galaxy Fold is finally

underway.

Nicole Ng, Product Manager, Samsung Europe,

revealed at the company’s press conference

that the revolutionary handset would be on

sale from today in Korea. Launches in France,

Germany, the UK and Singapore begin on

September 18, with the US to follow.

Ng told delegates that the Fold, with its

unique ability to expand to near tablet-like

dimensions, would be available in a 5G-ready

version.

Samsung has spent months refining the device

and said it had now improved its design and

construction to ensure it delivered “the best

possible experience”.

“We’re excited to release this pioneering

mobile technology, and allow consumers to

experience it for themselves,” President and

CEO of IT & Mobile Communications Division,

Samsung Electronics, DJ Koh, said in a press

statement. “The Galaxy Fold’s revolutionary

form factor offers a bigger, more immersive

screen without sacrificing portability.”

Nathan Sheffield, Samsung Electronics’

European Product Director, outlined the firm’s

latest QLED TV offering. He said the TVs, with

their cutting-edge connectivity and picture

quality, were proving a hit with consumers,

with two million sold in the first half of this

year alone. “That’s 11,000 every day,” he

said. And he announced content tie-ups with

Rakuten TV and Apple TV, Samsung becoming

“the first TV manufacturer to integrate the

new Apple TV app on a smart TV platform,

providing even more content choices”.

Samsung’s Dan Harvie, Vice-President, Head

of Home Appliances, Europe, meanwhile said

the firm was joining forces with P&G in Europe

to research and develop next-generation

laundry techniques. And he unveiled

BeSpoke, a modular refrigerator system

whose units can be added or subtracted

according to a household’s changing needs.

There were innovations in the bedroom too,

with the launch of the Samsung AirDresser,

a wardrobe-shaped unit which allows users

to hang their clothes and have them cleaned,

sanitised, freshened and de-wrinkled in a

matter of hours by jets of air and steam.

THE NEXT

LEVEL OF MOBILE

INNOVATION

Samsung’s European Chief Marketing Officer,

Benjamin Braun, cited the Galaxy Fold as one

of the latest examples of Samsung’s historical

commitment to technological creativity.

“We are bold and we dare to do things that

no one else has tried and the old saying that

imitation is the sincerest form of flattery rings

absolutely true”

CityCube Berlin

Hall B - Stand 101

www.ifa-international.org IFA International • Friday 6 th September 2019

15


NEWS

ADVERTORIAL

MEET THE WORLD’S FIRST FIRE TV

EDITION SMART TV WITH HANDS-

FREE VOICE CONTROL

Grundig and Amazon join forces to bring a complete new

line-up of Fire TV Edition Smart TVs to customers

in Germany

Grundig is unveiling its new range of smart TVs at

IFA: the Germany’s first Fire TV Edition televisions.

The new range offers breath-taking colours, great

sound, and elegant design.The new line-up also

includes the world’s first Fire TV Edition television

with hands-free voice control and the world’s first

OLED Fire TV Edition television.

One of the highlights of the new

range is the Grundig OLED -

Fire TV Edition with Ultra HD

resolution. This TV comes in two

sizes – 55-inch and 65-inch – with

or without far-field voice control.

The new Grundig OLED - Fire

TV Edition is the world’s first

Fire TV Edition television with

OLED technology which promises

infinite contrast, pure blacks

and great colours thanks to selfilluminating

pixels and Grundig’s

new UHD+ Processor. Built with

an ultra slim design, the Grundig

OLED - Fire TV Edition applies

Dolby Vision technology and

Dolby Atmos Sound, including

a three-way immersive sound

system, to offer a cinematic

viewing experience.

Grundig is also introducing two

new LED LCD TV series with the

Fire TV experience built-in: the

Grundig Vision 7 - Fire TV Edition

with Ultra HD resolution, available

in black, titan or white, with four

different display sizes (43-inch,

49-inch, 55-inch and 65-inch).

While the Grundig Vision 6 - Fire

TV Edition with Full HD resolution

comes in three sizes (32-inch, 40-

inch, and 43-inch) and is available

in black and white.

YOUR VOICE HAS

THE POWER

With the Grundig OLED

– Fire TV Edition Handsfree

with Alexa, ease of

operation even goes a step

further: Thanks to far-field

technology, users get handsfree

control over their

living room entertainment

experience. In addition,

users get full screen visuals

that complement Alexa

voice responses on their

Grundig TV screen.

W i t h f a r - f i e l d vo i c e

r e c o g n i t i o n a n d e i g h t

microphones, as well as advanced

beamforming technology, users

can ask Alexa to turn on the TV,

adjust the volume, play, rewind,

fast forward, and navigate through

their favourite content from

across the room. They can also

search for a movie or genre, and

switch channels with their voice.

Furthermore, it is also possible to

control compatible smart home

devices such as thermostats,

lighting, smart blinds, smart locks

or security cameras hands-free.

THE SMARTEST WINDOW

IN YOUR HOME

The new Grundig Fire Edition TV

allows users to instantly search

and watch live broadcast TV or

choose from a vast catalogue of

streaming movies and TV shows

from Netflix, YouTube, Prime

Video, and also access live TV

through streaming apps including

ARD, ZDF, ProSieben, waipu.

tv, and more. By connecting an

HD antenna (DVB-T2 HD), cable

(DVB-C) or satellite service

(DVB-S2), or subscribing to

Prime Video Channels such as

Eurosport Player, MGM, Starzplay

and others, it’s never been easier

to stream live TV. For music fans,

Grundig’s new television will also

play songs from their playlists,

live radio stations, and podcasts

from Amazon Music, Spotify, and

TuneIn

Hall 23

Stand 101

GRUNDIG

OLED FIRE TV

EDITION APPLIES

DOLBY VISION

TECHNOLOGY AND

DOLBY ATMOS

SOUND, INCLUDING

A THREE-WAY

IMMERSIVE SOUND

SYSTEM, TO OFFER

A CINEMATIC

VIEWING

EXPERIENCE

www.ifa-international.org IFA International • Friday 6 th September 2019

19


BROUGHT

TO YOU BY

NEWS

Kostas Vouzas

CEO Philips TV & Audio, Europe

Roy Jakobs

Executive Vice-President and Chief

Business Leader, Royal Philips

PHILIPS ON

A MISSION TO

IMPROVE LIVES

Philips Press Conference reveals

advances in audio and healthcare

As Kostas Vouzas, CEO Philips TV

& Audio, Europe, took to the stage

at IFA on Thursday, his theme was

partnerships and how their true

value was to “bring the best out of

each other.” He cited the genius of

producer George Martin working

with The Beatles as an example,

and it proved a relevant analogy as

the press conference showcased

how Philips TV will now be renamed

Philips TV And Audio: sound has

become an equal partner in their CE

vision.

“We are on a journey to bring

Philips Audio back where it

belongs,” Vouzas said. The Beatles

connection is echoed in one of

their new partnerships with Abbey

Road Studios, alongside other

partner brands including Netflix,

Georg Jensen and Dolby Vision. To

demonstrate how important the

audio element is to the product

range, Vouzas revealed that for their

new flagship TV, the OLED+ 984,

audio partners Bowers & Wilkins

were tasked with completely reengineering

the speakers. “This is

the cherry on top of what is already

the best picture quality on the

market, with the most advanced

systems ever installed in a TV,” he

said. Motivated by 101 international

awards in 2018 for their TV

products, Vouzas claimed the

company was determined to “make

the best TVs in the world – products

that are half TV, half art” revealing

significant improvements to the

latest evolution of all their OLED

Ambilight range.

The press conference also revealed

that the Philips mission was to

“improve the lives of three billion

people by 2030” through its health

technology. “We want to help people

live a happy and healthy life every

day,” said Roy Jakobs, Executive Vice-

President and Chief Business Leader,

Royal Philips, revealing how new

products including the Smart Shaver

7000, the SmartSleep Snoring Relief

Band and the Airfryer XXL employed

AI to personalise and improve the

user experience. “We are using the

very latest technologies to work

together to really understand

consumers, so that our solutions

intelligently adapt to their needs.

The innovations we are showcasing

at this year’s IFA offer consumers

data-driven personalised insights

and coaching advice, making it easier

for them to adopt healthier choices

that integrate seamlessly into their

daily routines,” Jakobs said. Joining

Vouzas onstage, the partnership

between the two concluded with

the company’s mission statement:

to help its customers “Care better,

eat better, sleep better – and be

entertained better”

Hall 22

Stand 101

ADVERTORIAL

AND THE WINNERS ARE…

This year’s IFA Product Technical Innovation

Award are set to be announced – stand-by-stand

– both today and tomorrow. In all, 24 awards are

being distributed to 20 manufacturers. Hosted by

International Data Group (IDG) and the German

Chamber of Commerce and Industry (GIC), the

presentations will take place at the following

stands:

Date Time Company Location

Sep. 5th 10:20am - 10:35am ECOVACS HALL 5.1/108

Sep. 6th 12:30pm - 12:45pm TCL HALL 21b/102

Sep. 6th 1:30pm - 1:45pm SKYWORTH / METZ HALL 6.2/112

Sep. 6th 2:30pm - 2:45pm KONKA HALL 25/271

Sep. 6th 3:30pm - 3:45pm MIDEA HALL 5.1/101

Sep. 6th 4:20pm - 4:35pm AMAZFIT Hub27

Sep. 7th 10:30am - 10:45am CHANGHONG HALL 25/207

Sep. 7th 11:15am - 11:30am BOE Between HALL 5.2 & 6.2

www.ifa-international.org IFA International • Friday 6 th September 2019

21


BROUGHT

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NEWS

SEGWAY SELF

PILOTING

SCOOTER FINDS

CHARGING

STATION ALONE

Stephan Patrick Tahy

Managing Director,

De’Longhi Group Germany

DE’LONGHI GROUP

REVOLUTIONISES THE

CONTEMPORARY KITCHEN

The Italian-owned kitchen appliance group is

injecting style and substance into De’Longhi,

Kenwood and Braun, its trinity of premium kitchen

brands.

Dennis Hardholt

President EMEA, Segway-Ninebot

From fully automatic coffee

machines and dehumidifiers to hand

blenders and food processors, the

De’Longhi Group is presenting its

innovations over 1,000 sq m at its

dynamic IFA stand.

“It’s all about creating good feelings and

enjoyment for the whole family,” Stephan

Patrick Tahy, Managing Director of the

De’Longhi Group in Germany, told media at a

packed press conference.

While offering the pinnacle of technology and

design across its suite of De’Longhi, Kenwood

and Braun-branded products, the group’s

ultimate selling point is to create kitchen

products that make life “better everyday,” said

Tahy, repeating De’Longhi’s slogan. This was

part of the reason that the company’s range

of premium fully automatic coffee machines,

especially the Maestosa, continues to dominate

the high end segment.

A highlight at IFA is the new Perfecta Evo fully

automatic coffee machine, which includes nine

pre-installed coffee and milk specialities and an

additional coffee pot function for up to six cups

of the best brew. A My Coffee function allows

the aroma, and the coffee and milk blend, to be

set for every drink.

While De’Longhi is known as the market

leader in espresso coffee machines, it is

maintaining its focus on creating the perfect

cappuccino through superior milk foam creating

technology. The new patented LatteCrema milk

frothing system promises the perfect finish with

a smooth, creamy foam texture. To this end, the

Gran Lattissima is a new Nespresso capsule

machine that has raised the bar in terms of

creating lattes from capsule-made coffee.

De’Longhi is also rolling out the Comfort

dehumidifier, combining outstanding

dehumidifying performance and a unique fourway

filter system with a stylish finish for an app

controlled interior climate.

Meanwhile, the new Kenwood Multipro

Compact+ compact food processor is pitched

at meticulous cooks and bakers by including

integrated scale that makes it possible to simply

weigh ingredients right in the working bowl.

Braun is also presenting a new range of its

market-leading hand mixers, including the new

powerful MultiQuick 7X designed to create

healthy smoothies at lightning speed for the

whole family

Hall 1.1

Stand 202

Short-distance vehicle manufacturer Segway-

Ninebot is unveiling new self-propelled products

and outlining its business objectives at IFA. “Our

target is one billion customers,” Dennis Hardholt,

President EMEA, Segway-Ninebot, told an IFA

press conference. The company sold 2.3 million

units in 2018 and that is likely to increase this

year.

The aim is to “simplify the movement of people

and objects in an environmentally friendly way.’’

While we will always need planes and cars,

“short-distance car journeys are bad for the

environment” and Segway-Ninebot can help

solve that problem by targeting journeys of

50km and less.

For “short commutes” the KickScooter T60 is

the first Segway-Ninebot product to be released

as part of its shared kick scooter line. The T60

can pilot itself to riders and back to its charging

station using vision-based navigation technology.

The company ‘s products can move objects too

– for example the Segway DeliveryBot S2 and

the Segway Outdoor DeliveryBot X1. Both can

transport items to the right destination – to a

workers desk, for example with the S2, or the

entrance to a warehouse with the X1 – making

working environments and just-in-time logistics

more efficient

Hall 26

Stand 222

www.ifa-international.org IFA International • Friday 6 th September 2019

23


NEWS

BROUGHT

TO YOU BY

SKULLCANDY PERSONALISES

THE LISTENING EXPERIENCE

(From left to right) Steve Long, VP Sales & Marketing,

Intel on stage with Acer’s CEO, Jason Chen

MAKE YOUR

MARK

CEO Jason Chen presented Acer’s motto

#makeyourmark at the company’s IFA press event,

heralding a portfolio of products for multimedia

creators on the rise.

Speaking at an IFA Berlin press

conference on Wednesday September

4, Jessica Klodnicki, Chief Marketing

Officer, Skullcandy, said: “Our brand

foundation is music you can feel.” And

the product she unveiled exclusively

at IFA is literally that: the new Crusher

ANC wireless headphones contain an

Adjustable Sensory Bass haptic motor

driver which creates a physical pulse to

complement the bass.

Another innovation is the Crusher ANC’s

Personal Sound Profiling, engineered

in collaboration with Swedish startup

Audiodo. As Jeff Hutchings, Chief

Product Officer, Skullcandy, pointed

out: “Your individual hearing is as

unique as your fingerprint” and to this

end, Crusher ANC uses a simple hearing

test on its app, the algorithms of which

then calibrate the headphone software

to optimise the audio experience to an

individual’s ears, storing this unique

profile permanently in the headphones.

Austrian Snowboarder Anna Gasser, a

Skullcandy athlete, is appearing at IFA

as part of the launch.

Jessica Klodnicki

Chief Marketing Officer, Skullcandy

Hall 1.2

Stand 202

Acer is releasing four new

C h r o m e b o o k s f e a t u r i n g

Google Assistant, taking care

of educational, consumer or

enterprise needs. Its new brand

ConceptD features creatororiented

laptops featuring 100%

recyclable packaging. Offering

faster ray tracing, deep learninginspired

design, and maximal

productivity at minimal CPU

usage, the company says the

brand is the first true Windowsbased

PC “to further unleash

creative potential”. Following

the success of the Swift 7 laptop,

claimed to be the thinnest and

lightest 14-inch computer in the

world, Acer introduced Swift 5 at

IFA, weighing just 990g and less

than 14.95mm thick.

Of Intel’s partnership with

Acer, Intel’s Vice President

Sales & Marketing Steve Long

acknowledged the importance

of human innovation in a mobilefirst

society. Notably, the

company’s Iris Plus graphics make

for an immersive entertainment

experience. “Only Intel can

bring this kind of uncontested

leadership to the market,” he said.

Going forward, Acer will heavily

focus on content creation, which

has become an essential part

of our lifes, highlighting the

C250i video projector with FHD

resolution. As the world’s first

projector with Auto-Portrait

mode, it has 360° multi-angle

flexibility and five-hour battery

life.

Other collaborations include a

creative studio platform with

Nvidia, and a partnership with the

renowned Zaha Hadid Architects’

practice.

Acer’s involvement in the game

industry is further expanding.

The Triton 300 gaming laptop

with Predator is less than 20mm

thick, while the Power Gem is the

world’s latest thermotechnology,

adding 77% increased wattage

into processors. Thronos Air now

offers a massage chair for its

immersive gaming experience.

The release of Planet 9 at IFA

represents an esports social

platform that takes gaming

into a virtual arena, notably

offering coaching and scrims

to players worldwide. Planet

9 will first be available for the

games Battlegrounds, League

of Legends and Dota, with more

announcements pending.

Hall 12

Stand 102

Sleek, minimalistic

tech accessories

from Vonmählen for

everyday use

VONMÄHLEN HAS DESIGNS

ON THE FUTURE

Fast-growing tech firm unveils new creations

Leading German tech and lifestyle

a c c e s s o r i e s m a n u f a c t u r e r,

Vonmählen, presented its latest

products at IFA. Blending innovative

design and superior performance,

Vonmählen has won numerous design

awards, including Red Dot and the

German Design Award.

Vonmählen is one of the fastestgrowing

tech companies in Germany,

with €10.9 million revenue so far this

year - a growth rate of 600%. The

products fall into four categories:

Sound, Connect, Grip, and latterly,

Power, featuring the Evergreen

powerbank and the Aura wireless

charging pad. One of Vonmählen’s

biggest hits is Backflip, a phone grip

that doubles up as a stand.

Vonmählen considers its unique

selling points to be the aesthetically

pleasing unboxing experience of its

sleek products, and the fact that 90%

of its business is co-branding; that is,

colour and logo of each product are

customisable.

Hall 3.2

Stand 102

www.ifa-international.org IFA International • Friday 6 th September 2019

25


NEWS

ADVERTORIAL

OUR JBL BRAND HAS

REACHED THE INCREDIBLE

MILESTONE OF 100 MILLION

PORTABLE SPEAKERS

SHIPPED WORLDWIDE

Dave Rogers

President, Lifestyle Audio at HARMAN

SOUND TO GO

HARMAN International powers sector and unveils

the latest audio innovations at IFA

HARMAN recently reached a major sales milestone in the

field of portable audio. We asked Dave Rogers – President –

Lifestyle Audio at HARMAN to tell us more.

Our JBL brand has reached the

incredible milestone of 100

million portable speakers shipped

worldwide, cementing its position

as the portable audio leader and

category shaper. Since the brand

was launched in 1946, JBL has

been pushing the boundaries of

innovation and bringing music to life

in ways audiences everywhere can

feel. Today, not only does JBL power

the world’s most epic musicians,

athletes, venues and automobiles, it

is also the market leader in portable

speakers with an impressive 34.2%

market share.

What are the key products you are

showing at IFA this year?

Let me start with our new JBL Pulse

4 portable speaker. It provides

incredible sound, with a light show to

match. Then, we are presenting our

new True Wireless headphones JBL

LIVE 300TWS with JBL Signature

Sound. For me, the great thing about

them is that they let you unleash

your sound, anytime, anywhere.

26

The JBL Link Portable and Link

Music are two other new products

we have on show. With 360 degree

JBL Signature Sound, Wi-Fi and

Bluetooth connectivity, Chromecast

and Google Assistant built-in,

they’ve got brains to match their

beauty.

We are also showing a new soundbar

series that offers slimmer, punchier

bass and more immersive sound.

With our soundbars, JBL has

definitely taken home entertainment

to the next level.

These products all have one thing

in common: they pay tribute to the

fact that how we listen to music is

changing. People now have much

greater appreciation that music

isn’t just a series of notes. It’s a

total experience that encapsulates

emotional nuances that deliver

the artist’s message. HARMAN

constantly explores more holistic

approaches to enjoying music in its

emotional and creative perfection.

You’ll be showing a new technology

called Personi-Fi at the show – what

is that all about?

Leveraging our unique blend of

expertise in connectivity, cloud and

premium audio we have developed

Personi-Fi as the world’s world’s

first personal brand agnostic audio

platform that gives consumers

the freedom to custom tailor their

own audio experience. The JBL

LIVE 300TWS will be the first JBL

headphones to feature it.

In-vehicle entertainment and

connectivity are becoming

increasingly important in the

automotive sector. How is HARMAN

progressing in this field?

The value of a vehicle is moving

from RPM to EPM, “Experiences Per

Mile,” therefore it’s important for

automakers to provide consumers with

enhanced in-cabin experiences and

add more value to their vehicles. As a

connected technologies powerhouse,

HARMAN has been leading the

charge in democratizing vehicle

experiences through solutions that

help automakers choose technologies

to provide greater connectivity and

value within their vehicle.

Last year, you opened the first

“Experience Store” in Europe in

Munich and just recently added a

Luxury Audio Studio to it. What

exactly is this, and what has the

reaction been like since it opened?

Our new Experience Store and

Luxury Audio Studio in Munich

feature award-winning audio

solutions from JBL, HARMAN

Kardon, AKG, Mark Levinson, Revel,

Lexicon and more. It highlights how

our rich heritage of craftsmanship

merges with innovation and cuttingedge

technology both in the store

and in the products on display,

creating a whole new dimension of

excellence for audio lovers. As one

might expect, the reactions to it have

been fantastic

Funkturm Indoor

Ground 100


BROUGHT

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BOSCH

HERALDS NEW

ERA OF AI

Harald Friedrich

Managing Director,

Bosch Household Appliances

Roland

Hagenbucher

Managing Director,

Siemens Home Appliances

GET

CONNECTED

WITH SIEMENS

Bosch Household Appliances

used its IFA press conference to

highlight the increasing power of

Artificial Intelligence. Later this

year, AI will show what it can do

with the launch of the new Bosch

Serie 8 sensor ovens.

Harald Friedrich, Managing

Director, Bosch Household

Appliances, said: “These appliances

say in advance when cakes or roasts

will be ready, by taking account of

the individual preparation of the

food item in the oven.

The connected oven learns based

on a growing volume of anonymised

data from a large number of baking

and roasting processes.”

Bosch also unveiled Cookit,

the brand’s first connected

multifunctional food processor

with cooking function. Cookit

offers varied and time-saving

preparation options such as Guided

Cooking and manual cooking,

as well as numerous automatic

programmes. “Fitted with the

Home Connect App, cooking

inspirations can also be sent to

Cookit from the comprehensive

recipe pool,” Mr Friedrich said,

“cooking has never been so simple.”

Bosch’s latest developments in

laundry care also rely on smart

technologies. Using the Smart Dry

function, the connected washing

machine and dryer are closely

interconnected. Mr Friedrich said:

“The washing machine sends the

parameters from the last wash –

programme, fill level and remaining

moisture content – to the dryer.

The dryer then automatically

selects the appropriate drying

programme.

COOKING HAS

NEVER BEEN

SO SIMPLE.

“The new dryer no longer needs a

door filter to capture fluff. Thanks

to AutoClean, the fluff is directed

to a repository at the bottom of the

appliance. With average appliance

use, the filter only needs to be

emptied around eight times a year,

whereas previously when using

a door filter this had to be done

around 160 times”

Hall 3.1

Stand 101

Siemens has announced new

products set to further its vision

of a world where connectivity,

smart technology and design can

help create a seamless life. Roland

Hagenbucher, Managing Director,

Siemens Home Appliances says the

Internet of Things is making its way

into the laundry room with the new

iQ800 laundry care duo.

He said: “The iQ800 washing

machine passes on all its sensor

information to the iQ800 dryer

via the intelligentDry feature, so

the dryer knows, for example, how

much laundry has been washed and

at which speed it was spun and it

chooses the best drying program

based on this information.”

The dryer cleans its condenser and

lint filter automatically, making it

the most convenient dryer in the

world, he explained.

Mr Hagenbucher used his

presentation to demonstrate the

first oven with a door that can be

opened via voice control – without

the user having to lift a single

finger.

He said: “Fingers covered in dough

and the heavy baking tray in both

hands – how great it would be if

the oven door simply opened on

command.”

Using an Alexa speaker, he said:

MOST

CONNECTED

SIEMENS HOME

APPLIANCES

(…) CAN NOW BE

CONTROLLED VIA

THE CURRENTLY

ESTABLISHED VOICE

ASSISTANTS.

“Alexa, tell the oven to open

sesame,” and the oven door duly

opened.

Mr Hagenbucher said: “It’s not just

for ovens that voice control is a hot

topic which is developing at a rapid

pace. Most connected Siemens

home appliances like cookers,

coffee machines, extractor hoods,

dishwashers, washing machines

and dryers can now be controlled

via the currently established voice

assistants. Voice control of home

appliances is now even possible via

smartwatch”

Hall 1.1

Stand 101

www.ifa-international.org IFA International • Friday 6 th September 2019

27


BROUGHT

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NEWS

RESOUND GIVING

THE HEARING-

IMPAIRED FULL

CONNECTIVITY

Technology opens up the

connected world for people with

hearing problems

ABUS SHOWCASES

SECURITY

INNOVATIONS

German premium security device

manufacturer is embracing the

digital future across a suite of

newly connected products

Among a broad slate

of security innovations

unveiled at IFA 2019,

ABUS is presenting the

wireless Wi-Fi Battery Cam.

According to Florian Lauw

from the ABUS Security

Center, the compact device

is “the first completely

wireless surveillance

camera” and “one of the

most flexible surveillance

cameras available.”

Thanks to a long-term battery

inside the camera and a base station

that amplifies the Wi-Fi signal, the

camera can be installed completely

wirelessly almost anywhere -

making the weatherproof camera

suitable for monitoring both

outdoor or indoor areas. A highquality

Sony chip with low-light

function, and a rechargeable

battery capable of up to 13 months

of operation, allow the Wi-Fi

Battery Cam to be utilised for a

wide variety of scenarios.

ABUS also showcases its first

biometric padlock at IFA, the

ABUS Touch. The hardened, highsecurity

bolt can be opened via

a 360° fingerprint sensor that

can recognise up to 10 different

fingerprints. The padlock is pitched

at a wide range of applications,

whether for homes, sport clubs or

small businesses.

Another innovative ABUS security

product rolling out at IFA is the

HomeTec Pro Z-Wave, an electronic

door lock drive that enables doors

to be locked and unlocked using

an app or remote control. Easily

attached to the existing door lock

on the inside of the door, the new

HomeTec Pro version uses the

Z-Wave radio standard so that

it can be integrated into a smart

home network and operated via

smartphone or tablet.

Showcased at the ABUS stand,

these connected security devices

promise to maintain the ABUS

promise of “security at the heart,”

said Lauw

Hall 25

Stand 302

The latest range of

digital hearing devices

from ReSound, optimise

Bluetooth connectivity,

allowing users full access

to streaming services on

both IOS and Android, as

well as GPS navigation and

even instant translation.

The World Health Organisation

(WHO) estimates 466 million

people live with disabling

hearing loss, and that sufferers

can have both their personal

and professional lives greatly

altered. But, like many others

with medical issues, they are

finding that technology is now

able to address many problems,

helping them participate fully in

an increasingly connected world.

But there are other issues hearing

impaired face, says ReSound’s

Martin Schaarschmidt.“People

are concerned that a hearing aid

can look ugly,” he explains, adding,

“the latest models are tailored

to fit inside a person’s ear, hence

almost invisible and ReSounds

devices are particularly discreet.”

The units can adjust automatically

to what is happening around the

user, so noisy train stations or

airports no longer present the

challenge they may have in the

past.

“These products are made to

the personal needs of each

user and can be fully adjusted

over the ReSound 3D app,” says

Schaarschmidt. “The latest range

also allows users to enjoy live

concerts without experiencing

the discomforts caused in older

models, and battery life has been

extended to 12 hours.”

ReSound products allow people

who may have retreated from

public life because of hearing loss,

to return feeling not only safer,

but better equipped to face the

challenges presented in daily life

Hall 1.2

Stand 205

ReSound devices are particularly discreet

28


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MIELE UNVEILS WEALTH

OF INNOVATIONS

Miele has launched a new range of products including

the company’s first rechargeable handstick vacuum

cleaner, a 49-minute A-rated washing machine

programme and a smart cooker hood.

Executive Director and Co-

Proprietor Dr Markus Miele said

the company’s new Triflex HX1

was on a par with traditional

cylinder vacuum cleaners

because of its good suction

performance.

“The first Miele unit in this

segment gives pride of place

to versatility,” he said.” With

the Triflex, we are convinced

that we have the most versatile

rechargeable handstick currently

available on the market. A true

Miele product, developed and

manufactured at our Bielefeld

plant in Germany.” The company

said that an area of 125 sq m can

be cleaned on a single charge.

Dr Reinhard Zinkann, Executive

Director and Co-Proprietor,

Miele, underlined the increased

s p e e d s o f n e w w a s h i n g

machine and tumble dryer

models, declaring: “49 minutes

for a standard A-rated wash

performance is a new milestone.”

On the dryers, cycle times have

been reduced by a total of 20

minutes, thanks to the use of

a new, more environmentally

friendly FC-free coolant.

Wash2Dry is a new function

where washers and dryers

communicate, via Wi-Fi, allowing

the dryer to select the most

suitable drying programme on

the basis of the wash cycle. Dr

Zinkann also previewed Miele’s

Aura 4.0 Ambient, a cooker

hood with customisable ambient

lighting that also regulates

humidity, while Dr Axel Kniehl,

Executive Director, Marketing

and Sales, Miele, previewed the

new #LifeBeyondOrdinary brand

campaign, which will launch

later this month, to support

Generation 7000, the biggest

product launch in Miele’s 120-

year history

Hall 2.1

Stand 101

Dr. Markus Miele

Executive Director and Co-Proprietor,

MIELE

Dr. Markus Miele, Executive Director and Co-Proprietor, MIELE

showcases the new Triflex HX1

www.ifa-international.org IFA International • Friday 6 th September 2019

29


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CORDLESS AND

CONVENIENT

CLEANERS FROM

BISSELL

Hideyuki Furumi

President, Sony Europe

SONY XPERIA 5 BRINGS

CINEMATIC QUALITY TO

THE MOBILE EXPERIENCE

Vincent Huinck

International Commercial Director,

Bissell

Sony Europe’s new President Hideyuki

Furumi used Sony’s well-attended IFA Press

Conference to say that the company’s

flagship product lines had all achieved

significant milestones in 2019.

Furumi then handed over the stage

to Shigeki Ishizuka, Senior Executive

Vice-President and Officer In Charge of

Electronics Products & Solutions Business,

Sony Corporation. Sony’s goal is to “fill the

world with emotion, through the power of

creativity and technology,” Ishizuka said,

unveiling the Xperia 5 mobile phone. The

latest addition to Sony’s flagship series,

Xperia 5 supports HDR (high dynamic

range) and combines a 21:9 aspect ratio

with a 6.1-inch full HD+ OLED display

– giving “cinematic quality in the palm

of the hand”. The phone also has a triple

camera equipped with 12 MP image

sensors and optical image stabilisation

(OIS). In addition, it features smart

connectivity, deep learning technology that

analyses Wi-Fi signals and predicts nearfuture

connectivity issues.

Alongside the new mobile, Ishizuka

introduced the latest upgrade to Sony’s

1000X series of wireless headphones. The

new addition is the neckband style WI-

1000XM2 which joins the WH-1000XM3

and WF-1000XM3. Featuring the same HD

Noise Cancelling Processor QN1 as the

30

WH-1000XM3, this new model achieves

excellent noise cancellation and high sound

quality. Its flexible, lightweight silicon

neckband lets users enjoy their favourite

music in comfort and style.

Ishizuka also discussed the latest addition

to Sony’s Signature Series – the highresolution

audio compatible SA-Z1 speaker

system. These speakers deliver a rich

listening experience “with a presence that

is so real, you almost feel like you can reach

out and touch it,’’ Ishizuka said.

Sony is also using IFA to showcase its

Alpha APS-C range of mirrorless cameras

and Bravia Master Series ZG9 8K HDR Full

Array LED and AG9 4K HDR OLED TVs.

Ishizuka urged delegates to visit the Sony

stand to see how the company’s products

are “not only designed to demonstrate

individual strengths, but also the value

and experiences created by combining the

products with our mobile phone line-up”

Hall 20

Stand 101

US floor care brand Bissell is exhibiting at IFA for the

first time and is using the show to launch new cordless

vacuum cleaners.

The family-owned business was established in 1876 in

Grand Rapids, Michigan and is currently run by fourth

generation owner, Mark Bissell.

At its IFA press conference, Vincent Huinck,

Bissell’s international commercial director, unveiled

CrossWave Cordless, a three-in-one cleaner that

vacuums, mops and dries hard floors and carpets in

one go.

The second product launching at IFA is the Icon 25V,

a cordless vacuum stick that features a tangle-free

motorised brush roll that can provide cleaning for up

to 50 minutes. The model also features automatic floor

type recognition, LED illuminated tools, a mess-free

cleaning system and tools for removing pet mess and

hair.

Mr Huinck said: “Since entering the international

market five years ago, Bissell is experiencing significant

market growth – with its presence at IFA, Bissell is

underlining its expanding market position in Europe.

IFA is the perfect platform for us to show the outside

world and our international trading partners our new

product line-up”

Hall 9

Stand 111


BROUGHT

TO YOU BY

NEWS

Niels Munksgaard

Kitchen Product Marketing Director,

EMEA, Electrolux

ELECTROLUX PROMISES “OUTSTANDING

CONSUMER EXPERIENCES”

Celebrating its 100th

anniversary at IFA in 2019,

Electrolux, along with its

premium kitchen brand AEG,

is committed to remaining

“always an idea ahead” as

it rolls out more intuitive,

innovative and networked

premium appliances that can

communicate with partners

such as Google.

“For the past 100 years,

Electrolux has improved the

lives of millions of people

around the world,” said Anna

Ohlsson-Leijon, CEO Business

Area Europe at Electrolux,

at the company’s press

conference.

This promise is underpinned

by a new range of connected

kitchen products that are

seamlessly integrated through

AEG’s latest assisted by

partnerships with SideChef.

“SideChef offers a collection

of recipes from more than 300

food influencers and creators

from around the world that

will further enhance the AEG

cooking experience,” said Niels

Munksgaard, Kitchen Product

Marketing Director, EMEA.

Meanwhile, AEG is committed

to reducing food waste

through its new Smarter

FridgeCam, an innovative

wireless fridge camera that

connects fridges to smart

devices to better monitor the

contents when shopping

Hall 4.1

Stand 101

JOIN DAVE GRAVELINE

ON THE AIR @ IFA

Covering the latest in

consumer technology for

the past 24 years, “Into

Tomorrow with Dave

Graveline” is once again

broadcasting from IFA.

If you are showing new

and exciting consumer

tech products, be sure to

contact Dave’s producers

with details of your

announcements to be

highlighted on “Into

Tomorrow & ITTV”. There

is never a charge to be a

guest on “Into Tomorrow”.

Their Broadcast Centre is

again @ IFA NEXT in Hall

26 – at the Entrance to the

GRAND THEATRE. Dave

has been highlighting IFA

since 2003

Hall 26

Stand 206

www.ifa-international.org IFA International • Friday 6 th September 2019

31


MACHINES AS ADVISORS:

HOW FAR WILL IT ALL GO?

Robert Sparrow’s presentation at

this year’s IFA+ Summit centres on

“How relying upon machines to give

us advice might corrode our ability

to reason about ends”. We asked him

to tell us more.

It’s true that people already find it difficult to

reason about means. No-one can read maps

anymore, no-one can do maths anymore,

and no-one can spell anymore. The dominant

understanding is that it is fine to hand off that

kind of thing to machines, because we get to

choose our own ends. Increasingly, however,

people are asking digital agents broader

questions, like “How do I find a boyfriend?”

or “What should I do today?”, which appear

to be questions about ends. I look at the

connection between reasoning about means

and reasoning about ends, as well as whether

it matters. Does this advice differ from selfhelp

books, for instance? I can pick up a selfhelp

book which tells me how to lead my life

better. If I had an app on my phone, would that

be any different?

Who should come to your talk?

Anyone interested in what it means to be

human in the age of digital assistants. How

can you retain your agency and your humanity

when interacting with very powerful devices

that might well be quite morally dangerous?

This is about how these systems are affecting

what we think. It’s our autonomy, our agency,

our capacity to think for ourselves, that is

the most important thing about us, and we

are risking that by relying on the advice of

machines

Okay, Google: Lead My Life

Date: Sunday 8 September 2019

Time: 11:00 am - 1:00pm

Location: Hall 26b - GRAND THEATRE

Pak-Hang Wong,

Research Associate, Hamburg University

Robert Sparrow

Professor of Philosophy, Monash University, Melbourne

HOW CAN YOU

RETAIN YOUR AGENCY

AND YOUR HUMANITY

WHEN INTERACTING

WITH VERY POWERFUL

DEVICES THAT MIGHT

WELL BE QUITE

MORALLY DANGEROUS?

WHO IS RESPONSIBLE

WHEN SYSTEMS DO WRONG?

IF THESE

TECHNOLOGIES

AND SYSTEMS

DO WRONGS,

ARE WE ALSO

RESPONSIBLE?

Data-driven technologies and artificial intelligence

systems have raised numerous social, ethical, and political

questions. We asked researcher Pak-Hang Wong, from

the University of Hamburg, to tell us a little bit about his

presentation this year at the IFA+ Summit.

Data-driven technologies and

Artificial intelligence systems have

been steadily integrated into our

everyday life.

It is important to remember

that not only companies and

government agencies are using

these technologies but we are

also using them every day—

either directly or indirectly. If so,

a significant question arises: If

these technologies and systems do

wrongs, are we also responsible?

Intuitively, our answer is probably

‘no’. Yet, data-driven technologies

and AI systems are “sociotechnological

assemblages’, and

we do play an essential role in their

proper functioning. At the Ethics in

Information Technology Research

Group of the University of Hamburg,

my current research focuses on how

information technology affects

our responsibility and whether we

should develop and create machines

that can influence our emotions.

Much of your work has to do with

ethics in technology. How does this

apply to the world of consumer

technical goods in particular?

If, indeed, we are responsible

for the wrongs of data-driven

technologies and artificial

intelligence systems, then we need

to think more carefully about our

relations with these technologies

and systems. In other words, I think

we need to reconsider the role of

consumers in an age of Dataism.

Who should come to your talk?

My talk will be of interest to

people who are interested in the

social, ethical and political roles

of users and consumers of datadriven

technologies and artificial

intelligence systems. I will argue

in my talk that we are indeed

responsible for the wrongs of these

technologies and systems

Cog in the Machine!

Responsibility and Data-Driven

technologies

Date: Sunday 8 September 2019

Time: 11:00 am - 1:00pm

Location: Hall 26b - GRAND

THEATRE

32


Innovation is on show at IFA NEXT

WELCOME TO THE FUTURE

IFA NEXT 2019 focuses on smart cities, the future of mobility,

artificial intelligence, robotics and virtual reality

From artificial intelligence to digital health, a comprehensive

range of topics revealing the smart future of consumer

electronics and home appliances is on show at IFA NEXT,

with Japan presenting fascinating innovations as this year’s

Global Innovation Partner.

The innovation platform of IFA, IFA

NEXT, is focusing on smart cities,

the future of mobility, artificial

intelligence (AI), robotics and virtual

reality, along with many other topics

– all gathered together in Hall 26.

This year, future technology from

Japan is one of the main features of

IFA NEXT. As IFA’s Global Innovation

Partner, this high-tech nation is

presenting start-ups, research

facilities and innovative enterprises.

Video systems for self-driving

vehicles or camera-control systems

based on facial recognition show what

AI can contribute to everyday life.

Other state-of-the-art developments

include mini-headphones connected

to the internet to provide real-time

translations. The House of Smart

Living – a model for interconnected

living – demonstrates the use of AI

in a smart world. Voice-controlled

devices can learn their users’

habits, which they use to set up,

automatically, all the installations in

the home.

“Smart living” is a term that applies

to many other trends at IFA NEXT.

Wireless charging systems are now

capturing an increasing share of the

cordless home appliance market.

Other highlights include intelligent

systems for air purification, voicecontrolled

coffee makers and

systems for enhanced security and

fire protection.

R o b o t s a s h o m e - h e l p e r s ,

entertainers, or hardware for making

learning fun, also feature at IFA NEXT.

VOICE-

CONTROLLED

DEVICES CAN

LEARN THEIR

USERS’ HABITS

AND CAN

AUTOMATICALLY

SET UP ALL THE

INSTALLATIONS IN

THE HOME

Other new developments include

self-driving mini-transporters; light,

two-wheeled vehicles; e-mopeds

and e-scooters and other innovative

transport devices.

An item of sports equipment on

show demonstrates the links

between fitness and VR. Wearers

of VR glasses can fly through space

and time, using their whole body

and exercising all the fibres in every

muscle.

Digital health is another key topic.

Clothing fitted with sensors helps

to prevent postural defects or

dehydration, while special glasses for

light therapy or hypnosis promote a

sense of wellbeing.

Animating the hall, the IFA NEXT

Innovation Engine has a programme

of lectures and discussions on two

centrally located stages.

The 8K Panel focuses on the media of

the future. How will the media world

respond to the latest generation

of high-definition TV displays? In

addition to extreme pixel resolution,

what are the key roles played by

other quality parameters? What

distribution channels can meet

the demands of this new standard,

enabling 8K to be enjoyed in the

homes of the future?

T h e H o u s i n g I n d u s t r y

Conference focuses on smart

living in interconnected cities. The

emphasis is shared equally by aspects

of technology, economics and the

quality of life.

The Future Network 5G panel will

be discussing various use scenarios,

network characteristics, installation

road maps and the range of available

terminals

Hall 26

During all six days of IFA, the

National Association of German

Start-ups is presenting a series

of Start-up Days – with displays

and contributions to the IFA

NEXT Innovation Engine:

6 September: Digital Health

7 September: Future Mobility

8 September: Smart Home

9 September: Artificial Intelligence

10 September: Tech for Good

(Social Entrepreneurship)

11 September: IoT/Wearables/

FitTech

www.ifa-international.org IFA International • Friday 6 th September 2019

33


ADVERTORIAL

The fast moving Shinkansen, a symbol of trust

WHERE CYBERSPACE MEETS

PHYSICAL SPACE

The Japan Pavilion brings a new dimension to IFA NEXT 2019

Today, the global community is facing rapid transformation

into a digital society where cyberspace and physical space

are becoming highly integrated, merging without borders.

Trustworthy global rules and methods allowing users

to benefit from digitalisation are becoming increasingly

essential.

activities, achieving both economic

development and solutions to social

problems in parallel.

The IFA NEXT 2019 Japan pavilion

represents the intersection

between renowned Japanese

Shinkansen bullet train moving at fast

speed, offering the pleasures of travel

and trust; the Chashitsu tea houses

representing intimacy and a sense of

concern for others; the Ryokan inn’s

hospitality providing the ultimate

care for patrons’ needs.

“Interface with Consideration and

Sensibility” is Japan’s maxim at IFA

NEXT 2019. As IFA NEXT’s firstever

Global Innovation Partner,

Japan promotes the development of

cutting edge technology in harmony

with humans and the global society

through the Japanese traits of

consideration and mindfulness for

the community.

Japan aims at creating an

environment of “Data free-flow with

trust”, a concept of safe data-flow,

launching its first stage - the “Osaka

Track” at this year’s G20 summit held

in Osaka. The key factor in becoming

a digital society is “trust”. Thus,

responsible and trustworthy humancentred

technology remains the top

priority in designing a meaningful

partnership with machines in times of

rapid transformation.

“Consideration and sensibility

are the means to advance society

in an integrated way, without

leaving anyone behind”, explains a

spokesperson for Japan’s Ministry

of Economy, Trade and Industry

(METI). “For example, Japan is facing

an ageing society, where a digital

divide between generations is a

growing social issue. In order to gain

the benefits from digitalisation, it is

important to improve user interfaces

for everyone, including the elderly. If,

for example, all generations connect

to the networks via home appliances

and wearable devices naturally, it

will help minimise the gap. This is

what we want to bring to the global

society”.

THE MISSION

A long standing world leader on

the path to a super-smart society,

called “Society 5.0”, Japan intends

to incorporate modern technologies

across all industries and social

CONSIDERATION

AND SENSIBILITY

ADVANCE SOCIETY,

WITHOUT LEAVING

ANYONE BEHIND.

precision and a sense of courtesy,

both traits being inherent to the

Japanese culture. 4 cross-sections

- “Communicate”, “Move”, “Sense”

and “Care” - each contain a wide

variety of platforms on which

humans and machines can connect

to create a useful cooperation.

Each cross-section is represented

by a widely recognised, uniquely

Japanese symbol: The Sakura cherry

blossoms communicating the joy of

spring without speaking a word; the

THE TECHNOLOGY

20 companies exhibit their latest

technologies in the appropriate

cross-sector of the pavilion; among

them a special showcase: The J-Startup

programme, a cooperative forum

supported by METI in conjunction

with private industry, which brings to

the stage a selection of 7 tech startup

companies. J-Startup was created

to cultivate innovative progress,

provide support and aid to over

10,000 Japanese start-ups in taking

their creative product development

to the next level in the global

marketplace.

Japan and Germany share common

ground in terms of industry,

technology and innovation. We

believe that Japan brings a hint of

the coming society and contributes

to the IFA NEXT vision as the first

partner country”, said a spokesperson

from METI

34


DIGITAL OPPORTUNITIES IN HEALTH

Anne Braun

Digital Health Hub Lead,

Zollhoff Tech Incubator

As part of the IFA NEXT Innovation Engine, Anne Braun,

Digital Health Hub Lead, Zollhof Tech Incubator, is

speaking at IFA today on the subject Silver Surfer Meets

Innovation. She spoke to IFA International about her work

at the Tech Incubator.

Zollhof is a fast-growing tech

incubator in Germany and part of

the Federal Ministry for Economic

Affairs’ Digital Hub Initiative. We

work with start-ups, help them

to validate their business model

and get their first customers and

investments. As health is one of the

most complex sectors, we also host

events and workshops to provide

relevant know-how.

Where are the biggest challenges

and opportunities in the field of

digital health?

While global market potential for

digital health solutions is predicted

to increase to $500bn (€547bn) by

2025, the sector is less digitised

than a lot of other industries due to

heavy regulation. Allowing doctors

to prescribe health apps is longawaited,

but at the same time it’s

important to educate them about

these apps to make sure they can

make use of the new concept in a

way that benefits patients.

How is demographic change an

opportunity for health startups?

We’ll see an increased demand for

telemedical services, especially in

areas with an ageing population.

With the greatest growth rate in

internet use being among people

65+ there is a huge and engaged

target group for a wide range of

digital health applications that

health start-ups can cater to

GLOBAL

MARKET POTENTIAL

FOR DIGITAL

HEALTH SOLUTIONS

IS PREDICTED

TO INCREASE TO

$500BN (€547BN) BY

2025

Keynote by Anne Braun,

Zollhof Tech Incubator,

Nürnberg, Germany

Silver Surfer Meets Innovation

– demographic change as an

opportunity for health start-ups

Date: Friday 6 September 2019

Time: 2:20 pm

Location: IFA NEXT, Hall 26

www.ifa-international.org IFA International • Friday 6 th September 2019

35


TRADE TALK

WE ARE FOCUSING

ON AN ATTRACTIVE, HIGH

QUALITY PRODUCT

RANGE AND IMPROVEMENT IN

CONSULTATION EXPERTISE

Karl Trautmann

Member of the Management Board

ElectronicPartner

B2B GROWTH BOOSTS

ELECTRONICPARTNER’S

SALES

Retailer identifies trends towards bigger

TV sets and streaming

2019 has been a challenging year for the electronic retail business. IFA

International asked Karl Trautmann, Member of the Management Board

at ElectronicPartner, how the company has adapted to global market

conditions and what consumer trends he is witnessing.

After a turbulent and challenging 2018,

how has business been so far this year for

Electronic Partner?

2019 has been another challenging year

for the electronic retail business. In recent

months, we have adapted our organisational

structure to match current industry

conditions and positioned our strategic

core brands for the future. In this context,

development in the various product areas

is proceeding in different ways. While the

TV product category was challenging in the

first half of the year, our business in home

electronics is stable. In addition, we are

quite satisfied with the sales performance

in the B2B area, which is higher than in the

previous year.

What are the key trends in the market

affecting business?

The trend for TV is “Bigger is better”

tending towards large sizes and innovative

technologies. This development includes

OLED and QLED devices, which provide

impressive image quality on very large

surfaces as well. Another on-trend

development is streaming – of both films

and series as well as music and spoken

word media. Consumers expect that their

televisions or wireless speakers can be

connected with Netflix, Spotify at the

touch of a button. In home electronics, fully

automatic coffee machines are continuing to

triumph. Moreover, battery-operated stick

vacuum cleaners are very popular, followed

by robot vacuum cleaners and devices for

wet cleaning. In terms of large appliances,

the focus is still on energy savings and

networking.

Which product categories are the most

promising for you and to that end, what are

you looking for at IFA?

Nearly all of the product categories

presented at IFA are also in our portfolio.

That’s why we’re looking forward to all of

the innovations and new developments that

are invigorating our business and appealing

to our customers.

How are you looking to innovate with new

concepts?

Since the beginning of the 2014 quality

campaign, the EP: sales line turnover has

increased every year and its development

has been better than that of the market.

We just started quality campaign 2.0 and

our emphasis is on advanced training. The

EP:Campus is a new training platform that

includes customised training modules on

industry developments, product knowledge

and commercial expertise. In order to

continue to develop the MEDIMAX brand

successfully in 2019, we combined internal

areas of expertise and optimised structures.

We’re focusing on an attractive, high quality

product range and yet obtain even more

improvement in consultation expertise. In

2018, the technology network comTeam,

with about 800 partners, achieved its best

results since its creation. In this context,

growr, the network for start-ups established

in 2017 under the auspices of comTeam,

continues to experience more and more

influx and now connects over 300 business

founders.

How important is IFA as a platform for your

business?

IFA is the leading event in our industry and it

takes place in Berlin, right on our doorstep!

Nowhere else is there such a concentration

of relevant brands, contacts and product

highlights. For this reason, we recommend

that all of our members take advantage of

this opportunity. Here they have a front row

seat for innovations and can experience the

coming trends in person

Palais

Stand 100

36


TRADE TALK

RESELLER

PARK REACHES

RECORD SIZE

The Reseller Park has been a fixture of IFA for over 20 years. IFA

International asked Jan Nintemann, Managing Director of the

Park’s organiser, Global Fairs TT-Messe, what visitors can expect

this year.

We have the whole of Hall 11.1, with

more exhibitors and more space than

ever before. We’ll have more than 70

exhibitors across a broad range of

consumer technologies to present to

our regular trade visitors and to attract

new buyers.

The Reseller Park is a valuable platform

because trade visitors know they can

also find other tech categories, new

products in wearables, IoT devices,

gadgets and more, all in one place that

recognises how important trade buyers

are.

Jan Nintemann

Managing Director of Reseller Park

organiser, Global Fairs TT-Messe

What types of products will trade

buyers see?

This year you’ll see companies such

as Telepart, Ecom, Yukatel and

others. You’ll find some interesting IT

distributors like 2Direct but also some

world-class brands like Dell. They’re

coming into the Reseller Park because

we historically attract the consumer IT

buyers.

We’ve also been aligned since 2015 with

the SmartHome Initiative Deutschland.

That’s important because smart home

is a growing category for our buyers

and it brings us exhibitors at the level

of KNX, Europe’s favourite smart-home

standard.

How do you reach out to the trade

visitors?

In the pages of IFA International, of

course! And we have the support of the

six leading ICT/CE Reseller magazines

in Germany. Our trade fair agency,

Global Fairs TT-Messe, has more than

20 years of successful organisation of

full-service B2B2C buyer parks at major

exhibitions. And that gives us our own

loyal audience

Hall 11.1

www.ifa-international.org IFA International • Friday 6 th September 2019

37


38

EXCLUSIVE INTERVIEW


TRADE TALK

THE EXPERT VIEWPOINT

Dr Stefan Müller – Chief Executive Officer,

expert SE outlines group sales performance

Dr Stefan Müller

Chief Executive Officer, expert SE

WE EXPECT

THIS YEAR’S IFA TO BE

GROUNDBREAKING

IN TERMS OF HOW

OUR INDUSTRY WILL

EVOLVE WITHIN THE

NEXT TWO OR THREE

YEARS

Despite a very competitive

environment, the expert group

once again recorded above

average financial results and

was able to consolidate its

strong position in the German

market. We asked Dr Stefan

Müller – CEO, expert SE how

expert is evolving within

Germany, and what the key

performance indicators are this

year.

In the financial year 2018/2019, our

internal revenue reached €2,137m. In

addition, our equity ratio, which is now

37.1%, remains at a very high level. This

is proof of the expert group’s strength

and, at the same time, an indicator for the

great sales performance of our retailers.

What’s new at IFA?

We expect this year’s IFA to be

groundbreaking in terms of how our

industry will evolve within the next two

or three years. Keywords such as artificial

intelligence, 5G or streaming have been

around for quite a while, but now we

have reached a point where we will see if

these new technologies are going to hold

their promises and whether they will

resonate with the consumers. These are

really interesting questions, and we are

more than excited to see how suppliers

deal with both the technical challenges

as well as consumer acceptance.

You are long-time partners with IFA.

Why so?

IFA is an ideal platform to make new

contacts, expand our network and gain

fresh ideas. IFA is also very inspiring and

influential – it has all the latest trends

and innovations and sets the tone when

it comes to assortment policy. As a

retailer, visiting IFA is a must, because

it is the perfect event to prepare for

the upcoming Christmas business and

beyond, as well as witnessing consumers’

reactions to the new products.

Furthermore, we always enjoy our

visit at IFA, because it gives us a great

opportunity to meet people from all over

the world and gain exciting insights into

our industry from different angles.

What are the key aims of the group on

a national level for the next year or so?

We will continue to further expand our

customer services. Today, people are

not just buying a product – they are

searching for comprehensive solutions.

This is exactly what we do at our expert

stores and web stores: by adding extra

services to the product, we increase the

benefit for our customers. At the same

time, we create new value chains that

help us successfully meet the challenges

of our industry.

We also focus on is the continued

consolidation of our relationship

with business partners. Since trade

is a people’s business, we want to

strengthen the bonds of trust we have

been establishing over the past 57 years.

We are also looking forward to working

even more closely with our suppliers,

launching new and innovative marketing

concepts and, as partners, shaping the

future of our retail world

expert has more than 4,000 stores in 21 countries, with

total retail sales of more than €15bn (2018) in products including

consumer electronics (TV, audio, etc.), mobile phones, IT products

(desktops, notebooks, printers, software, accessories, etc.), as well

as home appliances.

www.ifa-international.org IFA International • Friday 6 th September 2019

39


EXCLUSIVE INTERVIEW

THE KEY TRENDS

CURRENTLY ARE AROUND

SCALE, SOUND AND SMART

HOME.

Rod White

Head of Design TPV Group

BEHIND THE SCREEN

Philips designer Rod White explains how his company

is “reimagining” TVs

Ambilight is unique to Philips, adding another dimension…

just one of the brand’s key selling points today. Rod White,

Head of Design for the TPV group, shares with us his first

memories of what sets Philips TV design apart.

I first encountered Philips TV in

1994 at a design exhibition called

“TV at the Crossroads” in Tokyo,

where I was working at the time.

Philips Design had reimagined how

TV’s could use unique materials and

forms to better fit the needs of users.

This ranged from almost handcraft

to high tech translucent mouldings

and the first hint of ambient lighting.

It was an inspiration and what led to

me applying to join Philips Design.

What do you see as being the key

trends in global TV design today,

and how does Philips fit into this?

The key trends currently are around

scale, sound and smart home.

Scale is being pushed by larger OLED

panels, to allow amazing quality

while taking up less space on the

wall. We are very much about finding

solutions to bring larger screen sizes

in meaningful product solutions.

Due to the challenge of available

space in OLED for sound, we have

been exploring visible and separate

sound volumes with Bowers &

Wilkins, the best Audio brand

in the world. This year at IFA we

are revealing our new extended

OLED range with the 934 and floor

standing flagship 984.

Smart home isn’t new. We have had

a voice recognition button on our

remote controls for a few years now

and this will continue as it brings

our consumers the reassurance they

want from smart devices to know

when they are active and when not.

What design elements would you

say you are most proud of in all the

designs you’ve done over the years?

The idea of adding a rear light onto

a TV to add ambient light appeared

from that concept touring show

I saw in Tokyo. A few years after

joining Philips Design I worked on a

project called New Vision. The final

design had two small translucent

feet which had lighting inside as

both ambient lighting and a wakeup

function linked to the Junghans

analogue clock.

How does OLED technology

facilitate design?

From a pure design standpoint, the

benefit is in dimensions. OLED gives

basically a frontal edgeless frame to

the screen content and a thickness

of a few millimetres, so the design

opportunities are very much about

floating that screen surface together

with the visible sound above the

table in a way that fits well into

modern homes.

What about integrating high-end

audio? That must be challenging.

Working with Bowers & Wilkins

on our OLED+ products enabled

us to bring in a custom fabric from

Kvadrat for the speaker. This made

a clear space for us to play in and

allow the products to stand out. This

can be clearly seen on the new OLED

984 centre tweeter detail.

What would you say are the three

key selling points of Philips TVs in

terms of design?

I believe our three key points are

to be meaningfully outstanding,

superior material craftsmanship

and always lead by our consumers’

needs, never by technology push

www.ifa-international.org IFA International • Friday 6 th September 2019

41


EXCLUSIVE INTERVIEW

RICHARD YU, CEO OF HUAWEI

OPENING KEYNOTER, BRINGS

THE 5G REVOLUTION

HUAWEI IS

NOW PROVIDING

SERVICES TO MORE

THAN 3 BILLION

PEOPLE IN OVER

170 COUNTRIES

Richard Yu

CEO, Huawei Consumer

Business Group

In his keynote, Richard

Yu talks about Huawei’s

exploration on future

connectivity and strategy

in AI, 5G, and new smart

devices. We asked him to

expand on this.

It is my pleasure to be invited as

the keynote speaker at IFA again.

This year marks the beginning

of 5G deployment. Huawei’s

effort to develop 5G-enabled

capabilities across all scenarios

is the key message that we would

like to deliver at IFA this year. With

our in-house 5G chipset, we are

able to introduce innovative 5G

gadgets and new smart devices

to consumers, who will be fully

exposed to the incredible speed

and efficiency of technology in the

5G era. Moreover, our industryleading

capability in AI will enable

an easier and more intuitive life for

consumers.

You were based in Europe before.

How important is it for you to have

this “European vision” when plotting

Huawei’s course for the future?

Undeniably, I keep great and

fond memories of my years living

in Europe. Without any doubt

the culture and technological

development of European societies

greatly enlightened me. This shift

in perspective has allowed us to

introduce design innovations into

our product design which embrace

French and Italian culture. Huawei

also gained recognition from

Germany’s Leica thanks to its AIpowered

photography and image

processing leadership. I believe

the progress made by Huawei’s

Consumer Business Group owes

a lot to the continent where I once

lived.

What’s important when building a

top-end smartphone today?

W h e n m a k i n g a p r e m i u m

smartphone, each component,

detail and experience must satisfy

the consumers’ demands for a

smooth and smart user-experience.

As we focus on consumers first, we

always aim to put user-friendliness

at the forefront of our research and

development goals

In my opinion, regardless if it is

today, yesterday or tomorrow, if

we are designing a premium smart

device, satisfying consumers’

demands for user experience has

been and will always sit at the top

of our priorities. In the upcoming

42


EXCLUSIVE INTERVIEW

AND TODAY’S IFA

US HIS VERSION OF

5G era, connectivity will be

ubiquitous. As an important portal,

a smartphone will enable greater

experience and efficiency for

consumers.

Are you launching any new

products at IFA?

IFA is the best arena to

demonstrate our innovative

capability and products to

global consumers. Here, we can

engage with consumers and gain

inspiration from them.

Each year at IFA Huawei unveils

brand-new, innovative products.

IFA is simply the best arena to

demonstrate our innovative

capabilities and products to a

global stage.

Interestingly, as at IFA we now

have Shift Automotive, you

recently introduced a digital car

key function in partnership with

Audi. How is this progressing?

Partnering with automobile

manufacturers is part of our

strategy to deliver intelligent

experiences across all consumer

touchpoints in the era of ubiquitous

connectivity. In our industry we

want partnerships with automobile

manufacturers to bring the best

innovations together.

For example, we are collaborating

with leading European brands

and enabling consumers to unlock

their cars with the NFC function of

their smartphone. Huawei mobile

phone keys follow the CCC1

Digital Key 1.0 standard. Based on

NFC technology and encryption

technology, the key and algorithm

logic is stored in the hardware chip

and will not be accessed and copied

by third-party programs.

Currently the Huawei P30 series

with pre-installed EMUI 9.1 OS

already supports the digital car

key and makes people’s everyday

life easier. In the future we will

continue to deliver drivers a

better and more intelligent travel

experience through our dedication

to innovation and deeper

engagement with the automobile

industry.

What are your ambitions for

Huawei on the global stage?

In Huawei’s more than 30-year

history, serving customers has been

the main reason for our existence.

We have the spirit to be dedicated

to our customers. Our proven track

record comes from our company

HUAWEI’S

EFFORT TO

DEVELOP

5G-ENABLED

CAPABILITIES

ACROSS ALL

SCENARIOS

IS THE KEY

MESSAGE THAT

WE WOULD

LIKE TO

DELIVER

spirit of hard work which comes

from our founder and CEO Mr.

Zhengfei. We put huge budgets in

research and technology to lead

the mobile phone innovation and

win the trust of our customers by

being always customer centric.

This focus on putting the customer

first has allowed us to grow very

quickly into one of the leading

mobile phone brands globally.

At the Consumer Business Group

we have the same culture as in

the rest of the Huawei group. We

aspire to serve more consumers,

making the ultimate experience

accessible to more of them.

Following our vision to “bring

digital to every person, home and

organization for a fully connected,

intelligent world”, Huawei is

now providing services to more

than 3 billion people in over 170

countries. We currently have the

privilege to serve more than 500

million consumers around the

world. Looking into the future,

Huawei’s CBG will continue to

improve its capability to innovate

and provide services across all

scenarios, especially with the

incredible changes that the 5G

era is going to bring. By extending

our reach to consumers, and by

always being customer-centric we

hope to win their hearts. This is our

ambition.

What would you say are the

three “key selling points” that

differentiate Huawei and its

products in the market?

I think they would be, our

commitment to being consumercentric,

our continuous drive for

technological innovation and

our improvement in product

experience and quality.

How important do you think IFA is

in terms of setting a course for the

industry for the coming years?

IFA is the largest exhibition of

consumer electronics in the

world. In recent years, IFA has

seen continuous growth in both

prominence and number of

exhibitors to become the most

significant platform for the

industry to exchange information

and gain insights into future

developments. IFA’s influence

will only increase. The exhibition

doesn’t just witness the revolutions

in the tech industry, but is also

points us in the direction of

global cutting-edge technological

development

Opening Keynote

Richard Yu

Date:

Friday 6 September 2019

Time: 10:30 am

Location:

Hall 26b - GRAND THEATRE

www.ifa-international.org IFA International • Friday 6 th September 2019

43


EXCLUSIVE INTERVIEW

AI WILL BRING A

FUNDAMENTAL CHANGE

TO EVERY ASPECT OF OUR

LIVES.

I.P. Park

President and CTO, LG Electronics

MEET

THE LG

THINQ

HOME

This year’s LG Electronics booth at IFA 2019 is centred

around delivering new value for customers in line with

changing trends in living spaces. We asked I.P. Park, the

company’s President and CTO, to tell us more.

Depicted through the LG ThinQ

Home – the highlight of this year’s

LG exhibition – the booth imitates

six distinct actual living spaces

and how LG ThinQ products will

bring about transformational

changes to the home. LG ThinQ

Home will encompass both

openness and integration,

shown through the “Great Living

Kitchen”, a combined space which

can be used as both a kitchen

and living room, as well as the

personalised care expected from

a home office or styling room.

It features innovative LG ThinQ

products, from the Rollable OLED

TV to the LG HomeBrew, without

compromising the personalisation

capabilities that cater to diverse

lifestyles.

LG ThinQ will expand from

its initial offerings focused on

delivering AI capabilities of

individual products to providing

an integrated home solution.

The visionary lifestyle realised

by LG ThinQ was also explored

through yesterday’s “LG Future

Talk”, focused on technology

that will drive LG into the future,

including AI and 5G accompanied

by exclusive new technology

demonstrations that LG has

recently been working on.

In addition, the LG stand also

features an OLED attractor at

the entrance to emphasize LG

Electronics’ OLED leadership,

along with a separate space

dedicated as the LG SIGNATURE

Brand zone highlighting its ultrapremium

image focused on the

fundamentals.

How is ThinQ evolving, and what

does this mean to the consumer?

As one of the three pillars

defining LG ThinQ – evolve,

connect, open – the ability to

evolve has been fundamental

in providing consumers with

a more personalised product

experience. LG ThinQ products

offer features that are optimised

and personalised for each

consumer by recognising, learning

and analysing individual patterns.

They become more valuable with

the passing of time, evolving to

better meet consumers’ personal

needs, as opposed to in the past,

when it was natural for home

electronics to lose value the more

they were used.

LG ThinQ allows AI devices to go

beyond simply executing voice

recognition and understand the

purpose and intention behind

each command. Such contextual

understanding requires AI to

evolve through accumulating

interactions with the users. LG

ThinQ products will thus evolve

over time by learning about

users, connect seamlessly with

customers’ lives and open an

ecosystem of innovation.

How will AI affect our lives in the

coming years?

There is little doubt that AI will

bring a fundamental change to

every aspect of our lives. It will

present new possibilities. We

envision AI technology to convene

all aspects of our lives into one

connected flow and create a

seamless living experience.

Some specific examples include

a home that knows what kind

of day you had in the office and

automatically prepares the

perfect evening for you upon

arrival. With AI, we can also

imagine a kitchen that will learn

what you’re watching on TV and

order exactly what you need.

Lastly, we can even envision

self-driving cars that can pick up

your orders just through a text

message

44


EXCLUSIVE INTERVIEW

ConceptD REVOLVES

AROUND FOUR PILLARS:

PERFORMANCE, SILENCE,

DESIGN AND PRECISION

Emmanuel Fromont

President, Acer Europe

ACER BROADENS

PORTFOLIO

Already a reference for gamers, the brand gets even more “serious”

and brings a new range for “creators”

Acer arrives at IFA this year with a whole new product

portfolio. We asked Acer European President Emmanuel

Fromont to tell us about it.

It’s a refreshing change for us who are

probably best known for our gaming

products. We’ve realised that people

do want high-end performance but

not necessarily just for gaming. 50%

of our Predator customers use their

PCs for both gaming and creative

software, and almost 20% use

them for high demanding graphic

applications. That’s why we recently

introduced ConceptD, a new brand

for users interested in the level of

performance of gaming machines,

but looking for a more sophisticated

design. Having already launched two

workstations, four notebooks and

two professional displays, it’s clear

we are serious about this market.

We have established ourselves as

a reference to the most demanding

gamers, so we have ample means to

impose ourselves in the field of the

equally demanding creators.

What has the product range been

designed to do?

With this new brand, we target

demanding users who do not

compromise on performance.

All the new ConceptD products

leverage much of the technology

from Predator gear when it comes

to features like cooling, internal

architecture, ergonomics, and so

on. In the meantime, since these

are workstations aimed primarily

at architects, animators, graphics

designers, engineers, film makers,

product designers, visual effects

specialists, and so on, stability and

reliability are the cornerstones of

these PCs. In fact, ConceptD revolves

around four pillars: performance,

silence, design and precision, and

especially delivering accurate colours

on monitors.

Gaming is a fast-growing segment.

What’s new in Acer’s gaming

offering this year?

Our mantra is “progress through

innovation”. We are leaning into

innovation that excites people, gives

people a good reason why they need

a new PC. That’s why we have largely

invested in cooling systems, design,

and portability starting from Triton

700 last year and moving to our

new entry, Predator Helios 700.

It features a unique HyperDrift

forward-sliding keyboard that

helps maximise airflow to keep the

system running cool and quiet while

delivering a sleek modern look.

Then there’s the Predator Thronos,

our giant and acclaimed gaming

chair that will be available at our

booth for media, customers and

visitors. We are the only company

to produce a gaming chair that has

been engineered to work specifically

with a set of components which

deliver a fully immersive experience

through sound, haptic feedback and

vibrations that correspond with

gameplay.

What’s the strategy behind all those

dedicated market segments?

We already sell plenty of “value”

PCs; commodity systems that offer

good specs for the price and we are

thriving in the gaming and education

markets too, where performance

and sturdiness matter. Now, we

want to continue to pursue the so

called “micro-trends” courting on

segments which are growing within

the PC industry. Here, we see an

opportunity to shine by providing

a more curated PC experience; a

completely different strategy from

its approach to mainstream PCs.

How important is IFA as a

promotional platform for Acer?

Our main goal is to connect with

customers and media from all over

Europe right upfront of the most

important season of the year. Most

of our markets are attending, and we

hope there will be much more in the

coming years

www.ifa-international.org IFA International • Friday 6 th September 2019

45


NOMADIC

LIFESTYLE PART 1

IFA

My Media

IFA

Audio

Entertainment

IFA

Communication

IFA

IFA Home

& Entertainment

Electronics

IFA

Home

Appliances

ON THE MOVE

Entertainment, blindingly fast connectivity, and

new feature sets will revolutionise the mobile

devices sector

62%

of smartphone users

do so for the highquality

video and

photos they can

produce

Source GfK

70%

of all wireless in-ear

devices sold in the

first half of 2019 were

true wireless

Source GfK

47%

growth in the

smartwatch market

year-on-year in the first

half of 2019

Source GfK

Consumers are increasingly seeking

out rich experiences delivered by highend

product features when it comes to

mobile devices. Looking at the example

of smartphones, analysts GfK say feature

combinations such as bigger display sizes

(6-7”), cameras (20MP+) and increased

storage (128GB+) appeal most to

consumers.

S u c h c o m b i n a t i o n s

accounted for 16% of

smartphone revenues

or €33bn in the first

six months of 2019, up

from 3% in the same

period of 2018. Among

owners, 75% use these

performance features

to enable messaging

while 62% use them for

capturing rich quality

photos and videos. It

all helps satisfy the

consumer’s need to

capture moments in

their lives and share with

others on-the-go. Added

to this, the features that

will soon be brought by

5G will push the market

into a new dynamic.

Smartwatches have also

captured consumers’

imaginations thanks to

their potential to simplify

the way smartphone

technology is used. From

a sales value point of

view, smartwatches grew

by 47% year-on-year in

the first half of this year.

Audio on the go is

another hot topic this

year. Indeed, headphones

and headsets remain the

key growth driver in the

market for audio devices:

between 2015 and 2018,

global turnover almost

doubled. In the first half

of 2019, it grew by

another 40% year-onyear.

And 70% of all

wireless in-ear devices

sold in the first half

of 2019 were true

wireless.

In this section, we

also look at gaming

h a r d w a r e , w h i c h

is also increasingly

m o b i l e . A f t e r

massive growth,

t h e g a m i n g

industry has

m a t u r e d a n d

now represents an

entire ecosystem. The

gaming hardware market

recorded a 16% increase

year-on-year (January-

June 2019) to reach over

€5.4bn turnover (global

coverage excluding North

America). Gaming OEM

notebooks continued

their success story and

grew by 13%, generating

€3.1bn turnover

IFA: Fast forward into

the mobile future

© Messe Berlin GmbH

www.ifa-international.org IFA International • Friday 6 th September 2019

47


NOMADIC LIFESTYLE / PART 1

THE 5G REVOLUTION!

ADVERTORIAL

IFA

Communication

5G — WE’RE LIVING IN IT

Blazing fast speeds and new user experiences are here

in Europe and across the world

5G is here — in cities across the globe and at IFA 2019. It’s an

exciting time filled with possibilities and “firsts” for Europe.

Today it’s the ability to download movies or entire playlists

over mobile networks in seconds. In the near future, it will

be experiences like 360-degree video streaming, real-time

video translation, and multi-player cloud gaming on mobile.

With all the events and device and

network launches of the past few

months, the 5G milestones just keep

rolling in. This momentum will pick

up pace today, when Qualcomm

President Cristiano Amon takes

the IFA stage for a keynote you

won’t want to miss. Representing

the company behind many of the

technological breakthroughs that

made 5G a reality, he will discuss

the latest updates on the 5G rollout,

talk about the potential of this nextgeneration

of wireless, and likely

make an exciting announcement

or two. Overall, it will be the best

place to learn about the present and

future of 5G.

Currently, more than 20 5G

networks are live across the globe.

About half of these are in Europe,

where much of the initial 5G

excitement took place.

Qualcomm was first to 5G, and

then first to bring 5G to Europe. In

April, Swisscom launched the first

commercial 5G network in Europe,

followed by Sunrise, EE, Vodafone,

TIM, and Deutsche Telecom, among

others. These networks are now

serving blazing fast speeds and

ultra-low latency to people with new

5G smartphones like the OnePlus

7 Pro 5G, OPPO Reno 5G, LG V50

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

ZTE Axon 10 Pro 5G. Upon launch,

European consumers reported

speeds ten times faster than 4G

(according to theverge.com). This is

the initial promise of 5G, and it will

only get better from here.

In Europe and across the world, 5G is

landing in people’s hands at a much

faster rate than when 4G initially

rolled out. Qualcomm Technologies

recently announced it expects over

20 OEMs to launch 5G devices in the

first 12 months following the first

commercial launch.

The scale of the 5G rollout is around

five times more than the deployment

of 4G, which saw four operator and

three OEM launches in the first year.

The pace of this transition is

especially exciting when considering

the challenges of developing 5G

(such as mobilising mmWave)

and how recently Qualcomm

Technologies was first introduced to

the technology that made it possible.

Qualcomm Technologies unveiled

the Qualcomm Snapdragon 855

Mobile Platform, the world’s first

commercial 5G mobile platform,

last December. And it was only 2016

when the company announced the

Snapdragon X50 5G modem, the

first ever announced 5G modem,

which now powers virtually all the

first wave of 5G devices launched so

far.

It’s been an exciting journey from

those launches to today. Even in

the few short months since the first

5G commercial network launch,

Qualcomm Technologies doubled

its design wins from 75 to 150. This

means even more devices are on the

way and that we’re one step closer

to a truly 5G world

CURRENTLY, MORE THAN

20 5G NETWORKS ARE LIVE

ACROSS THE GLOBE. ABOUT

HALF OF THESE ARE IN EUROPE,

WHERE MUCH OF THE INITIAL 5G

EXCITEMENT TOOK PLACE.

Source: Qualcomm Technologies, Inc.

Credit - Qualcomm Technologies, Inc. Qualcomm

Snapdragon is a product of Qualcomm Technologies,

Inc. and/or its subsidiaries.

Keynote by Cristiano Amon,

President, Qualcomm

Date: Today,

Friday 6 September 2019

Time:

2:00 pm

Location:

Grand Theatre – Hall 26b

www.ifa-international.org IFA International • Friday 6 th September 2019

49


NOMADIC LIFESTYLE / PART 1

THE 5G REVOLUTION

IFA

Communication

Simon Forest

Principal Technology, Analyst,

Futuresource

FUTURESOURCE

FORECASTS THAT AROUND

9 MILLION 5G-CAPABLE

SMARTPHONES WILL SHIP

IN 2019, RISING TO OVER

800 MILLION IN 2023

5G PRIMED TO UNLOCK

INDUSTRIAL POTENTIAL

Futuresource analyst Simon Forest explains where, how and why 5G

is developing, and what we can expect in the years to come

The roll out of 5G services is accelerating, as operators

worldwide switch on their 5G networks. We asked Simon

Forest, Principal Technology, Analyst, Futuresource,

back at IFA again this year, what he sees as being the key

trends.

South Korea is among the first to

launch commercial 5G services,

with three major operators sharing

the cost of infrastructure. Verizon

and AT&T were early to launch 5G

in the USA, albeit using different

strategies. Meantime, Finland

was one of the first countries

in Europe and, today, others,

including the UK, Spain, Italy,

Austria, Switzerland and Germany

now have 5G services on air. The

Netherlands, France and Portugal

will be among the next countries.

In Australia, Telstra has switched

on over 200 5G sites. China Mobile

announced plans to build 10,000

5G hotspots across major cities by

2020.

In terms of smartphone availability,

Huawei, Samsung, OnePlus, LG,

Xiaomi, OPPO and ZTE all launched

their first 5G-capable devices

earlier in the year. As anticipated,

these are high-value flagship

products intended to maximise

Original Equipment Manufacturer

(OEM) revenues as early-adopters

make the switch. 5G portfolios

will grow as more OEMs launch

devices and competition increases.

Futuresource forecasts that around

9 million 5G-capable smartphones

will ship in 2019, rising to over 800

million in 2023, given the added

benefit of launching into a much

larger market.

What will be the key advantages of

5G networks?

The most notable advantage is

the high bandwidths available

on 5G networks, with peak data

rates of 10Gbit/s locally and

broad coverage in hundreds of

megabits per second over wider

areas. Network capacity is

massively improved, with the rise

in the number of simultaneously

connected devices per cell tower

widely quoted as up to 100x

what is possible using 4G. This

means guaranteed connectivity,

especially important for industrial

applications such as transport

infrastructure, logistics, smart

city initiatives and IoT. End-toend

latency is also reduced, and

it’s this that most users will notice

because of near-instantaneous

response. Essentially this brings

the cloud and edge devices into

closer interlock, extending the

utility of mobile networks into realtime

commercial and industrial

applications.

What can we expect to see at IFA

this year?

5G will feature during IFA, as OEMs

begin to consider how they can

deploy mobile connectivity across

their product portfolios. Given the

dual advantages of high-bandwidth

with low latency on 5G networks,

expect to see the balance between

edge and cloud compute change

quite markedly, notably across

products and services that harness

machine learning and AI. New

applications will likely open up

in AR and VR, drones with 5G

connectivity, and possible a

showcase in development of new

categories of products, such as

Hearables, which promise to utilise

5G for connectivity and open up

new applications such as “Audible

AR”

10 Gbit/s

5G networks will have peak data

rates of 10 Gbit/s locally

100x

The number of simultaneously

connected devices per cell tower is

widely quoted as up to 100x what is

possible using 4G

800million

800 million 5G users are forecasted

by 2023

50


NOMADIC LIFESTYLE / PART 1

GAMING

IFA

IFA Home

& Entertainment

Electronics

IFA

My Media

GAMING EVOLVES INTO

CONSUMER ECOSYSTEM

Esports and VR are driving fast-moving

growth for gaming

© Razer

After massive growth, the gaming

industry now represents an entire

ecosystem, according to GfK. The

gaming hardware market recorded

a 15% increase year-on-year to

reach over €5.51bn turnover (global

coverage excluding North America).

After multiple quarters of doubledigit

growth, the demand for gaming

OEM desktops between January and

June 2019 was lower (-4%) mainly due

to a decline in China and a slowdown

in EMEA. However, gaming OEM

notebooks continued their success

story and grew by 12%, generating

€3.16bn turnover. Gaming monitors

were the fastest growing segment

with an increase of 42% and a turnover

reaching €1.08bn for the first six

months of the year.

A key sector trend has seen the

esports industry move gaming into

the mainstream, according to GfK.

Millions of casual gamers are migrating

to esports in search of money, fun,

community and live entertainment.

Younger audiences are responding to

the resurgence of the game console

business from the release of the nextgen

Xbox and PlayStation consoles, and

the upcoming Switch models. At IFA

there is hardware dedicated to pros

and would-be pros, with durability,

accuracy and speed as key features.

Nvidia’s laptop gaming segment just

saw a 59% year-on-year revenue bump.

Gamers are also excited about the

latest IFA iterations in AR/VR. In 2018

Valve reported 0.8% of Steam users

attach a VR headset; almost doubling

from 16 months prior. ESL had six

million unique views during its VR

League season.

GAMING

BY

NUMBERS

Gaming up 15%

to over €5.51bn

OEM notebooks up 12%

generating €3.16bn

Gaming monitors up 42%

to €1.08bn

ADVERTORIAL

RAPOO

SHOWCASES

9900M

ULTRA-SLIM

WIRELESS

DESKTOP SET

Rapoo Technology, an expert in

wireless peripheral technology,

is at IFA Berlin this year to

promote its 9900M Multimode

Wireless Ultra-slim

Desktop Set.

An elegant advanced wireless

set, the 9900M looks great on

any desktop with its stylish,

streamlined design. The

keyboard boasts an impressive

4mm ultra-slim yet sturdy

design and anodised aluminium

housing. The Fn multimedia

keys offer quick access to

all-important multimedia

functions. The 9900M set

also features an advanced

w i r e l e s s

mouse

with superior comfort and

user-friendly functionality.

Precise navigation on virtually

every surface is possible thanks

to the high-performance laser

engine and fully adjustable

3200 DPI.

9900M is not only advanced in

design and features, but also

in connectivity. The desktop

set transmits via Rapoo’s

latest multi-mode wireless

connection – using reliable 2.4

GHz wireless transmission,

Bluetooth 3.0 or Bluetooth

4.0 (Smart) – enabling the user

to connect simultaneously to

multiple devices and switch

(pair automatically) among

them.

To top it off, the set boasts

up to 10 meters range &

360° coverage and features a

rechargeable battery so users

can enjoy wireless freedom

without having to replace

batteries.

Founded in 2002, Chinese

wireless pioneer Rapoo

expanded into Europe in

2012 and North America in

2013. With 3,000 employees

at one of Asia’s most modern

manufacturing plants, Rapoo

produces a huge variety of

wireless devices for consumers

in over 80 countries. It also

develops corded products for

Europe.

» HALL 10.2 / STAND 101

KEY SELLING

POINTS

1 / Multi-mode wireless

connection

2 / 10 meters range

3 / Rechargeable battery

Rapoo’s 9900M Multi-mode

Wireless Desktop Set

www.ifa-international.org IFA International • Friday 6 th September 2019

51


NOMADIC LIFESTYLE / PART 1

GAMING

PRODUCT SPOTLIGHT

ADATA TECHNOLOGY

MEMORY MODULES

SHINE – IN MORE

WAYS THAN ONE

ADATA Technology’s SPECTRIX D60G

DDR4 RGB memory module features a

dual RGB light diffuser design which, the

manufacturer claims, gives it the largest

RGB surface area of any such unit in the

sector.

The module sports a wide frequency

range from 3200-4133MHz and

supports Intel XMP 2.0 profiles for easy

overclocking.

Users can customise their gaming

experiences with programmable lighting

effects. They can set up patterns, pulse

speed, lighting intensity, and more.

Control is straightforward with the XPG

RGB Sync app. If users already have

an existing RGB light control software

from a major motherboard maker, they

can use that too. Instead of adjusting

individual parameters in basic input/

output system (BIOS), users can do it

through their PC’s operating system.

» HALL 12 / STAND 107

KEY SELLING

POINTS

1 / More RGB surface

area than any other

similar unit, according

to Adata.

2 / A wide frequency

range, from 3200-

4133MHz

3 / Users can customise

their gaming

experiences

KEY

SELLING

POINTS

1 / User customisable

front LED panel

2 / Simple UI for

creation of different

images

3 / Four InWin EGO

fans pre-installed

IFA

My Media

IFA

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Electronics

ENERGY SISTEM

WILL KEEP YOU GAMING

KEY SELLING

POINTS

1 / PC, PS4, Nintendo Switch,

Xbox One and smartphone

compatible

2 / Drivers with a diameter of

50mm

3 / Adjustable boom

microphone

IFA

Audio

Entertainment

Spanish company Energy Sistem, which specialises in personal

audio products is presenting its new gaming audio range at IFA,

alongside its latest headphones and speaker ranges.

Gaming headphones ESG 5 Shock is one of two new Energy

Sistem headsets designed for long gaming sessions. For

this model, the brand has chosen an over-ear design with a

breathable ear pad.

The new headphone has drivers with a diameter of 50mm, in

addition to including vibration and light features, and Energy

Sistem claims the ESG 5 Shock has an optimal

frequency response and a sound curve that

delivers powerful and clear sound.

With a boom microphone that can be

adjusted to different positions the ESG

5’s microphone has been developed to

pick up the user’s voice easily so that it

can be heard by other players clearly

and without background noise.

» HALL 1.2 / STAND 106

KEY

SELLING

POINTS

USER CUSTOMISABLE FRONT PANEL

MAKES NEW INWIN CHASSIS SHINE

Taiwanese manufacturer InWin has

launched the 309 ATX PC chassis,

which features 144 LEDs on its

front panel and is user customisable.

Using InWin’s exclusive GLOW 2

software, users can completely

customise and display the front

panel. There are 12 built-in lighting

modes that can be changed easily.

The customisation mode provides a

simple, intuitive interface, allowing

users to create up to four images

that can be rotated like a slideshow

or a simple animation.

Four InWin EGO fans are preinstalled

in the system, which the

company claims offers a superb

airflow-to-noise ratio. Each EGO

fan contains 16 LEDs inside its

silicon frame.

InWin’s patented modular

connectors allow the fans to daisychained

for simpler, neater cable

management.

The chassis includes two Type C

connectors, two USB 3.1, a 3.5mm

headphone and microphone jack

and LED control buttons.

» HALL 25 / STAND 263

A “MOMENTOUS” IDEA

FROM PHILIPS

If you thought the recently released

43-inch Momentum monitor from

Philips was a monster, wait ‘till you

see it’s big sister, on show at IFA for

the first time.

The 55-inch extra-large Momentum

display is on show in the Philips Hall

as one of several monitors geared

specifically to the demands of console

gamers. Visitors to the stand will

get a chance to experience the 4K

1 / Huge display real

estate to wow the

user

2 / Ultra-fast response

rate

UHD resolution, Adaptive-Sync,

low input lag, rapid response time,

ultra-crisp, smooth images thanks

to DisplayHDR, and other features

that can make console gaming “a true

pleasure”. Ambiglow lighting is also

an option that creates a unique and

immersive viewing experience.

» HALL 22 / STAND 101

3 / Quantum dot

technology for better

colour accuracy

www.ifa-international.org IFA International • Friday 6 th September 2019

53


BUYERS' GUIDE

NOMADIC

LIFESTYLE

BROUGHT TO YOU BY

e-MOBILITY

MARKET

Stakeholders have invested

more than €5.13bn in micromobility

start-ups since 2015,

with more than 85% targeting

China. The market has already

attracted a strong customer

base and has done so roughly

two to three times faster than

either car sharing or ride hailing.

In just a few years, for instance,

several micro-mobility start-ups

have amassed valuations that

exceed €1bn. Micromobility

could theoretically encompass

all passenger trips of less than

8 kilometres, which account for

as much as 50 to 60% of today’s

total passenger miles travelled in

China, the European Union, and

the United States.

STATE OF PLAY

“Last mile transportation” is increasingly

becoming mainstream. Megacities worldwide are

facing an epidemic of congestion and pollution

caused by rapid urbanisation that is increasing

gridlocks and putting severe pressure on public

transportation systems. The global electric

scooter and motorcycle market is dominated

by major players such as Yadea Group Holdings

Ltd. (China), Hero Electric (India), Vmoto

Limited (Australia), and Jiangsu Xinri E-Vehicle

INNOVATIONS TO LOOK FOR AT IFA

Ride and tyres

The ride quality of e-scooters

can be a key determinant and

buying factor. For distance riding

(more than 1km), look for models

that have larger wheels (over

20cm diameter), with, if possible,

pneumatic tyres and/or suspension.

Air-filled tyres give best comfort.

On the other hand, getting a flat

tyre in the middle of the night can

be a hassle.

Brakes

Co., Ltd. (China). These companies have strong

distribution networks at a global level and

offer an extensive product range. They also

have adopted strategies such as new product

developments, collaborations, and contracts and

agreements to sustain their market positions.

With recent legislation in Germany and France,

innovating brands like SoFlow are leading the

way in eco-friendly transportation.

There are two main

types of brakes on a longrange

e scooter: Electric

and disc brakes. Electric

have low maintenance

levels but are less effective

at stopping quickly. Disc

brakes and drum brakes

offer best performance

levels, but they wear out

over time.

Range

Manufacturers’ quoted

range is based on bestcase

examples - on a light

person riding on a smooth,

flat, straight road, with

a new battery. Cheaper

scooters have cheaper

batteries and the amount

of charge they can hold

is likely to diminish with

every charge.

THE FUTURE

Electric scooters are expected to

have positive implications on air

quality and energy savings, giving

the renewable energy segment

more prominence. Governments

around the world are focusing

on increasing the usage of ecofriendly

scooters.

One kilowatt hour of energy carries

a gasoline-powered car a little less

than a mile. An electric scooter

can travel more than 80 miles on

the same amount of energy. The

international uptake of electric

vehicles is continuing to rise.

The rising need for eco-friendly

electric vehicles due to the growing

concerns about the emission

of carbons and other harmful

gases from fuel-based vehicles is

stimulating the market.

SOFLOW SO6 PACKS

PUNCH & 30KM RANGE

The SoFlow SO6 eScooter is powered by

a 350-watt motor, delivering powerful

acceleration, but with speed limited to

20km/h in order to stay street legal.

Features include a 7.8Ah / 36V lithium

battery, giving it a range of up to 30km,

with charging time of

only 2.5 hours.

It’s not limited to

lightweight riders,

as the maximum load is 120

kilos. Good road holding

is assured thanks to big

pneumatic tyres and highquality

components hailing

from the automobile industry.

A SoFlow app allows riders

to view speed, travel time,

distance and remaining range.

» HALL 4.2 STAND 244

SEGWAY DEBUTS LONGER

LASTING SCOOTER BATTERY

Segway-Ninebot is launching at IFA a range of

electric scooters, which offer a maximum range of

up to approximately 65km on a single charge. The

KickScooter MAX G30 comes equipped with a

built-in fast charging A/C power adapter for added

convenience. To reduce vibration and maximise

shock absorption, the model includes newly

developed tubeless pneumatic tyres with a 10-inch

diameter (front and rear wheels) to make one’s ride

smoother and more stable.

» HALL 26 STAND 222

www.ifa-international.org IFA International • Friday 6 th September 2019

55


NOMADIC LIFESTYLE / PART 1

E-MOBILITY

PRODUCT SPOTLIGHT

EASY RIDER

The FW105 is presented by

EM2GO, an eScooter brand

introduced by German

manufacturer D-Parts.

With almost 20 years of

experience, D-Parts is

known for mobile phone

accessories in Germany, and

no doubt this might soon

be the case in the field of

eMobility as well. With 250

watts of power, the FW105

has a maximum range of

16km, and a top speed of 20

km/h.

» HALL 4.2 STAND 123

KEY SELLING POINTS

1 / Pneumatic tyres with ball bearings are quiet

and promise individual driving comfort

2 / Adjustable handlebar can be adapted to the

height of the rider

3 / Rapid acceleration up to 20 km/h

IFA

IFA Home

& Entertainment

Electronics

IFA

Next

AXDIA TAKES SCOOTERS

TO THE NEXT LEVEL

With the safe 18650-power lithium battery,

474wh-capacity, large power supply and efficient

acceleration, the Mi Electric Scooter Pro by Axdia

International can take a rider up to 45km on a

single charge. A smart power-management system

offers six different protective measures and

users can easily check the health of the

battery via the mobile app. Six display

configurations can also be run on the builtin

unit for convenient monitoring.

» HALL 25 STAND 114

KEY SELLING

POINTS

1 / Ultra-bright headlight - for

added safety when night riding

2 / Double brake system -

featuring a rear 120mm

ventilated disc brake and a

front E-ABS regenerative antilock

braking system

3 / Smartphone dashboard –

paired via Bluetooth

56


NOMADIC LIFESTYLE / PART 1

MOBILE PRODUCTS

PRODUCT SPOTLIGHT

CHIPOLOS NEW TRACKERS ARE

LOUDER AND LAST LONGER

Chipolo Go is a new tracker that combines GPS, Wi-Fi,

Bluetooth and new LTE technology to create a product

with a six-month rechargeable battery and unlimited range.

Chipolo’s range also includes a new Bluetooth tracker,

Chipolo Dot, replacing the Chipolo Plus. Chipolo Dot’s key

features include a replaceable three-year battery, waterresistant

functionality and an LED light to make it easier to

find items in the dark. And it is twice as loud as the Chipolo

Plus. Chipolo’s updated range includes Chipolo Classic,

Chipolo Dot, Chipolo Card and Chipolo Go. All Chipolos now

support Google Assistant.

» HALL 4.2 STAND 234

KING SONG UNICYCLES

TURN UP THE POWER

Shenzhen King Song Intelligence Tech is at

IFA with its new ranges of self-balancing

scooters, including the new version of

the King Song 18L. The KS18L replaces

the 18-inch King Song model (KS18) that

already made a big splash when it was

released a couple of years back. The new

model has been extensively redesigned

and is more compact and better equipped

than the previous version. Inspired by

the design of the popular KS 14D

and KS 16B, this e-wheel has

a battery capacity of 1,036wh

(80km of range) and a powerful

2000W engine.

» STATION-Berlin, HALL S7 STAND 288

IFA

My Media

IFA

Communication

KEY SELLING

POINTS

1 / Unlimited range - GPS,

Bluetooth and Wi-Fi

2 / Real-time tracking

- connects to the

Chipolo app

3 / Long battery life – six

months rechargeable

KEY SELLING POINTS

1 / Design – improved on previous models

2 / Big sister – the larger version of the 14D or

16B unicycle

3 / Power – 2000 watts gets you going

KMP REDUCES SCREEN

INSTALLATION TO

60 SECONDS

German company KMP says its latest

innovation reduces the time that shop

employees need to install one glass to less

than one minute. KMP also claims it invented a

glass installation device that aligns and applies

glasses to displays of varying sizes.

KMP is planning to combine its high-quality

dragontrail glass for the 2019 generation of

smartphones, with the launch of a SMART

installation service.

The company said the double-hardened glass’s

durability is by far superior to that of run-of-the-mill

screen glasses.

They also specify it specially treated to prevent

fingerprints on the glass during installation and for many

months to come. KMP reports that it has recently

patented its design and that it is now looking

for exclusive distributors.

» HALL 4.2 STAND 107

KEY

SELLING

POINTS

1 / Double-hardened

glass for durability

2 / Specially treated to

prevent fingerprints

3 / Installation service

can install glass in less

than a minute

ADVERTORIAL

AC 100W PORTABLE POWER STATION

FROM ARUN

Arun is launching a new portatble

power station with a metal particle

texture finish.

The power station capacity ranges

from 22000mAh to 30000mAh,

deemed enough for short-time travel

by Arun.

With two USB outputs (QC3.0 18W),

and a Type C port which can support

input and output, the power station’s

max output is 45W while AC max

output is 100W.

USB and AC outputs offer full

compatibility with a range of devices.

Users can press the open key to

activate it and an LCD indicator on

the top shows the remaining power.

A long oval LED light on the side can

light up a 150 square meters room

claims Arun.

» HALL 11.1 / STAND 141

KEY

SELLING

POINTS

1 / PD 45W power

station

2 / USB and AC

output for full

compatibility with

laptops, cellphones,

drones, cameras

and game boards

3/ Traveling LED light

www.ifa-international.org IFA International • Friday 6 th September 2019

57


NOMADIC LIFESTYLE / PART 1

SMARTPHONES

PRODUCT SPOTLIGHT

IFA

Next

IFA

IFA Home

& Entertainment

Electronics

SHIFT

DEVICES

BUILT TO

LAST

Shift at IMB

A NEW 5G ERA

OF MOBILE EXPERIENCES

According to LG, 5G technology offers infinite

possibilities. The company is showcasing its V50

ThinQ 5G smartphone at IFA, a phone which features

a 6.4in OLED FullVision display allowing users to enjoy

high-quality content and live streaming at previously

impossible speeds – which has already made the

product a domestic bestseller.

The Korean firm has used technology from its own

award-winning OLED TV, offering high-quality content

with clarity and vibrant colour on a device that’s nearly

all screen.

With three rear and two front cameras, users can

capture and share memories, selfies, pictures and

videos faster when they combine the photographic

toolkit of a five-camera phone with the speed of a 5G

network.

With 3D Light Effect, users can choose from studiolike

lighting effects to brighten, contour or add drama

to their portraits. And with AI Cam, the LG V50 ThinQ

phone can use AI technology to recommend photoenhancing

filters that will improve photos.

The phone also features Boombox Speakers. LG said

users should turn up the bass and give their audio

experience a boost of loud, room-filling sound from a

large speaker that’s loud and electrifying.

The Qualcomm Snapdragon 855 Processor created

specifically for 5G phones and 5G speed provides a

giant leap in performance and power efficiency.

With the high density 4,000 mAh battery, the LG V50

ThinQ 5G can handle power-hungry 5G applications

without breaking a sweat thanks to a vapour chamber

system to help dissipate heat.

» HALL 18 / STAND 101

KEY SELLING POINTS

1 / A 6.4in OLED FullVision display

2 / Three rear cameras and two on the front

3 / Snapdragon 855 Processor for

performance and power efficiency

Shift has three

Android devices on

show at IFA 2019:

the Shift5me sixinch

smartphone,

the Shift6m 5.7-inch

smartphone and the

Shift6mq six-inch

smartphone, priced

from €444 upwards.

T h e G e r m a n

company behind the

Shift brand is environmentally conscious and wants

its devices to be used for a long time. The storage is

expandable and the battery can be changed easily.

The Shift has been designed to be a modular highend

smartphone; the style is minimalist. Repairs

are inexpensive and there are video-tutorials

which show users how to fix their device.

» HALL 26 / STAND 303a

SONY XPERIA 1

FEATURES 4K OLED

Sony’s recently-launched flagship

Xperia 1 packs professional display and

cinematography technologies into a sleek

smartphone. With features such as a 4K

OLED display and a triple lens camera, Sony’s

Xperia 1 is available across Europe from

Xperia store online, retail outlets and local

operators. Xperia 1 delivers a cinema aspect

ratio and accurate colour reproduction, for

a viewing experience that’s true to creators’

intentions. The X1 for mobile engine, powered

by Sony’s Bravia TV technologies, brings HDR

remastering technologies ensuring streamed

content can be enjoyed with more contrast,

colour and clarity. This is enhanced by Dolby

Atmos and Game Enhancer which optimises

Xperia 1’s performance and blocks unwanted

notifications.

» HALL 20 / STAND 101

KEY SELLING POINTS

1 / 4K OLED display

2 / Triple lens camera

KEY SELLING

POINTS

1 / Warranty - still valid if user

takes device apart

2 / Design - stylish yet minimalist

3 / Range - devices in different

sizes

3 / Game enhancer technology

Sony Xperia 1 Smartphone

www.ifa-international.org IFA International • Friday 6 th September 2019

59


NOMADIC LIFESTYLE / PART 1

FITNESS & ACTIVITY

IFA

My Media

IFA

Communication

TRACKING THE FITNESS

OF THE WEARABLES MARKET

Figures show runaway global success for wearable tech

in Europe and across the world

A report by Futuresource

Consulting demonstrates that

2018 was a milestone year for

wrist-worn wearables when,

for the first time, over 100

million units were shipped

worldwide. During Q1 of

2019, global shipments of

wearable devices reached

49.6 million, up 55.2% on the

same period last year.

The analysis suggests that

the digital fitness wave is

gathering momentum in a

variety of fitness verticals,

and has yet to reach its

peak. It will proliferate

through the next decade and

beyond, enabled by metatechnological

trends such as

the ubiquity of connectivity,

improvements in energy

efficiency, developments in

edge and cloud computing and

advances in machine learning

and AI. The wrist-worn

wearable is one consumer

device that Futuresource

expects to benefit from these

developments, and the major

players continue to be Apple,

Xiaomi, Fitbit and Fossil.

With gamification becoming

a mainstream requirement

for software and service

providers, plus the hyperpersonalisation

of datad

r i ve n f e e d b a c k a l s o

b e c o m i n g i n c r e a s i n g l y

important, particularly

for performance-driven

athletes, the predicted trend

is for wearable devices to

further shift from being

mobile accessories towards

becoming standalone devices.

Futuresource expects growth

to continue throughout

the forecast period, with

shipments predicted to

exceed 145 million units

worldwide in 2022, achieving

a retail value over €25bn. This

will be driven predominantly

by replacement sales and

the ongoing uptake of

smartwatches, and other

wrist-worn and ear-worn

devices. The growth of

connected watches will

be driven primarily by

s m a r t w a t c h a d o p t i o n ,

accounting for 52% of

shipments in 2023. Activity

trackers will retain the largest

segment within the category

in 2023, accounting for 69%

of fitness device shipments

Shipments by type (M Units)

140

120

100

80

60

40

20

0

119

105

91

75

58

40

25

71 68 64 60 56 52 47

2017 2018 2019 2020 2021 2022 2023

Fitness devices Connected Watches

Worldwide wearable device shipments by type

AN ALTERNATIVE TO SMARTPHONES

FOR CHILDREN

Tail It Technologies is presenting a

solution for parents uneasy about

giving their children an internetconnected

mobile phone but keen to

keep in secure contact. Tail It Kids is a

GPS-enabled smartwatch which can

receive and send calls or messages,

with no internet or social media

access. Aimed at children aged three

to 12 years, this smartwatch offers

peace of mind to parents as they will

always be able to see where their

child is thanks to its GPS locator, and

contact them securely if necessary.

» HALL 4.2 / STAND 212

KEY SELLING POINTS

1 / The GPS watch shows its wearer’s

location on the parent’s app

2 / One-press emergency button will

contact parent immediately

3 / Wearable tech means it is less

likely to be lost or discarded

60


NOMADIC LIFESTYLE / PART 1

FITNESS & ACTIVITY

PRODUCT SPOTLIGHT

A SPORTS WATCH FOR

ALL SEASONS

Swisstone’s new SW 750 Pro

wearable is a GPS sports watch

with a range of features designed

to optimise workout routines.

The real-time display shows time

and distance, plus push messages

for calls and messages. With

integrated GPS to keep the user

on track, the watch is a powerful

assistant in any weather. The SW

Pro connects to a special “LinkSmart”

app featuring data gathered in a

daily, weekly and monthly overview.

Manufacturer IVS GmbH is based in

Amberg near Nürnberg in Germany,

and was founded 1991. The firm

says it puts a focus on product

development, paying special

attention to quality, innovative

design, cutting-edge technology and

energy efficiency.

» HALL 4.2 / STAND 110

KEY SELLING

POINTS

1 / Clear real-time display

2 / Weatherproof design

3 / GPS built in

IFA

My Media

LIVALL UNVEILS SMARTER

AND SAFER FEATURES

IFA

Communication

Livall has revealed a new smart “Helmetphone” targeting today’s

demanding high-tech cyclists. The helmet features a Bluetooth

wireless headset, indicator signals, smart lighting and SOS alert.

The front warning lights work together with the 270° tail lights

to protect user’s security in all directions. When the built-in

gravity acceleration sensor detects a significant deceleration, the

front and tail lights will be highlighted for eight seconds to draw

front and rear vehicles’ and pedestrians’ attention. The helmet

turns off automatically when is disconnected. When the helmet

is connected with the phone and the distance between

helmet and phone exceeds 15 metres, both

helmet and phone will alarm to remind

users.

» HALL 4.2 / STAND 235

KEY SELLING

POINTS

1 / Smart lighting to ensure

high visibility

2 / Answer phone calls using

the remote control

3 / Helmet features in-built

Bluetooth speakers and

wind-proof microphone

T-FIT SETS THE PACE

The Trevi T-Fit 210 HB is an interactive bracelet designed for

sports activities which offers direct monitoring of cardiovascular

functions. Key information such as distance travelled and calories

burned is shown on a high-visibility colour display. Thanks to its inbuilt

Plethysmography (PPG) sensor, the watch is also to able to detect the

user’s heart rate and blood pressure. Users know when their sports

targets have been reached, thanks to a special vibration alert. The

T-Fit 210 HB monitors hours of sleep, and also acts as a personal

assistant, notifying the wearer about incoming calls and messages in

real time.

KEY SELLING

POINTS

1 / Touch key control

2 / Vibrations alerts

3 / PPG technology

» HALL 4.2 / STAND 130

www.ifa-international.org IFA International • Friday 6 th September 2019

61


NOMADIC LIFESTYLE / PART 1

BROUGHT TO YOU BY

HiFi ON THE GO / MOBILE SPEAKERS

PRODUCT SPOTLIGHT

IFA

My Media

IFA

IFA Home

& Entertainment

Electronics

KEY SELLING

POINTS

THE BOLD X FACTOR

New from Sitecom Europe’s Fresh ‘n

Rebel is a waterproof Bluetooth speaker

in the Rockbox Bold range, the Bold X.

With its soft curves, slim design and

waterproof fabric, this speaker is

designed to be taken anywhere, thanks

to its small size and slim design, a nd its

battery lasts for eight hours.

For extra volume, users can link two

Bold X speakers wirelessly and listen

KEY SELLING

POINTS

1 / Available in six colours

2 / Battery lasts for eight

hours

3 / Link two products

together via Bluetooth

for stereo effect

in stereo, using the Double Fun Mode.

The Rockbox Bold X also has a builtin

microphone that enables users to

conduct phone calls.

The colours and designs of Fresh ‘n Rebel

products are, says the Rotterdam-based

manufacturer, tuned to match the latest

fashion and interior trends.

» HALL 3.2 / STAND 210

BRING THE MUSIC. IN STYLE.

Philips TV & Audio and

legendary Danish Silversmith

Georg Jensen have extended

their partnership – previously

only covering TVs – to launch

a collection of luxury audio

products and accessories,

epitomised by the new JS20

portable speaker.

Inspired by Georg Jensen’s

famous “slate blue” highpolished

steel design, the

speakers are crafted using real

metal, premium Kvadrat cloth

and brown leather, ensuring

a robust and stylish finish to

harbour a timeless appeal and

enhanced enjoyment.

1 / Exceptional design

2 / High quality – “real”

materials

3 / Bluetooth v5.0 wireless

technology

“It was a joy to work together

again with the George Jensen

team,” said Rod White, Chief

Designer for Philips TV and

Audio, adding, “We both share

the vision and desire to use

European craftsmanship and

real materials to turn the latest

technology away from being

just defined by performance and

into a luxury experience that the

consumer will want to keep and

that will become a key part of

their enjoyment and lifestyle.”

» HALL 22 / STAND 101

KEY SELLING

POINTS

1 / 12W RMS power

2 / Long battery life

3 / Carry handle

SOUND AND LIGHT

FROM SILOX-PRO

The Promate Silox-Pro lets users take the party

wherever they go, with room-filling sound and a

captivating light show in one portable, powerful

package. The 30W speaker delivers high definition

music way beyond its compact size and the builtin

LEDs enhance the overall experience. Battery

life is impressive with a playback time of up to

ten hours, and the speaker carries an IPX6 water

resistant rating for go-anywhere use. Navigating

through playlists is made easy via a soft-touch

control panel. For a more immersive feel, two

speakers can be linked for true stereo sound.

The Silox-Pro is compatible with all Bluetoothenabled

devices.

» HALL 3.2 / STAND 129

62

KEY

SELLING

POINTS

1 / High power

2 / Compact size

3 / Easy connectivity

SOUND ON THE MOVE

The new BT Radio/AUX speaker

from Croatian brand Vivax gives

users everything they need for

taking their sounds outdoors, in

a rugged and compact package.

Power is 12W RMS and the

speaker offers listeners superclear,

heavy bass, and dynamic

modes. It also has A2DP wireless

connection for music streaming

from any enabled device, over a

ten-metre range. Compatibility is

key to the design and the speaker

enables USB and SD cards to be

supported with MP3 audio play.

The unit boasts an FM radio with

station and frequency display

and there’s a line-in function

for input from PC, MID, TV and

other audio devices.

» HALL 25 / STAND 412


NOMADIC LIFESTYLE / PART 1

BROUGHT TO YOU BY

HiFi ON THE GO / MOBILE SPEAKERS

PRODUCT SPOTLIGHT

IFA

Audio

Entertainment

IFA

IFA Home

& Entertainment

Electronics

KEY SELLING

POINTS

HAMA UNVEILS WATERPROOF

SOUNDCUP SPEAKER

Whether the user is at the beach,

hiking on a rainy day or sledging on the

slopes, the fun never stops with the

fully waterproof Soundcup-D 2-in-1

Bluetooth speaker from Hama. The

speaker allows the user to send their

playlist via Bluetooth from a smartphone,

tablet or notebook. Thanks to the

wireless stereo function, the sound can

be divided between individual speakers

using a click system. Alternatively, the

KEY SELLING

POINTS

1 / Powerful 10m range

2 / Waterproof for extra

versatility

3 / Wireless stereo

function

separate speakers can be individually

connected to two different music

sources. For maximum enjoyment, the

system houses two powerful lithium-ion

batteries and has 10 watts per speaker.

The removable, ultra-flexible silicone

case has a strap for hanging the speaker

so it can be used in the shower.

» HALL 10.2/ STAND 101

JBL PORTABLE SPEAKER

HAS LED LIGHTSHOW

From living room to beach party,

the new Harman JBL Pulse

4 provides incredible sound,

with visuals to match. Highresolution

LED lights beneath a

sleek surface produce stunning

light shows that bring a new

dimension to the user’s favourite

songs. The JBL Connect app

allows users to choose colours

and effects to suit any mood. Up

to two smartphones or tablets

1 / Wireless Bluetooth

streaming

2 / Up to 12 hours of party

time on a single charge

3 / Customisable 360° light

show

can connect at once to keep the

music flowing, while a 12-hour

battery life and IPX7 waterproof

build ensure the Pulse 4 can

handle any rave. The PartyBoost

feature in the JBL Connect app

can wirelessly connect 100 JBL

PartyBoost-enabled speakers.

» FUNKTURM INDOOR

GROUND / STAND 100

KEY SELLING

POINTS

PURE STREAMR BOASTS

SMART FEATURES

The Pure StreamR brings

the portable enjoyment of a

Bluetooth speaker with the

added bonus of smart features

and digital radio, enriching

the listening experience.

Users can take their favourite

DAB+ radio stations with

them wherever they go, ask

Alexa for assistance and enjoy

audio from multiple sources,

all in a package that doesn’t

sacrifice sound quality. StreamR

delivers powerful, room-filling

1 / Compatible with Alexa

2 / 15 hours of battery

3 / Customisable speaker

settings

audio that also sounds great

outdoors, coupled with 15

hours of battery life when fully

charged. It also features Pure’s

unique expanding speaker

design, X-SPAN, which delivers

immersive 360° sound while

offering greater portability

and protection. Users can also

customise their speaker settings

and access product support.

» HALL 7.2b / STAND 100

HIGH POWER SOUND

FROM THE SONY GTK-PG10

Sony’s GTK-PG10 speaker delivers

high-power sound with a dedicated

outdoor party mode, meaning it is

suited to outdoor parties, barbecues

and tailgating get-togethers.

With the top panels open, builtin

tweeters face upwards and

outwards, spreading sound wider. In

addition, the digital signal processor

automatically adapts audio settings to

optimise outdoor performance. The

KEY SELLING

POINTS

1 / Digital processor

optimises outdoor

performance

2 / Tripod compatible and

easy to transport

3 / Compatible with Sony

apps

GTK-PG10 is easy to transport, with

a cube shape and built-in handles. It

is tripod-compatible and has a builtin

rechargeable battery, boasting up

to 13 hours of listening. There is also

an FM tuner and a charger for mobile

devices. The GTK-PG10 is compatible

with the Sony Music Centre and

Fiestable apps.

» HALL 20 / STAND 101

www.ifa-international.org IFA International • Friday 6 th September 2019

63


BUYERS' GUIDE

NOMADIC

LIFESTYLE

BROUGHT TO YOU BY

HEADPHONES

MARKET

IN-EAR HEADPHONES

In the first half year 2019, in-ear

headphones saw a sales value growth

of 57% and accounted for 70%

of the total headphone turnover.

China by far is the largest market,

followed by the Western European

and Developed Asian countries.

The regions Eastern Europe and

Emerging Asia without China showed

the highest growth rates of 76% and

74% respectively. 70% of all wireless

in-ear devices sold in 1H 2019 were

true wireless. The global market

for these headphones consisting

of two separate ear pieces grew by

almost 200% from 2018 to 2019.

Average sales price have dropped

significantly to a current price of €85

due to increased competition.

OVER-EAR HEADPHONES

In the first half year 2019, over-ear

headphones saw a stable sales value

growth of 11% and accounted for

around 29% of the total headphone

turnover.

These devices with Bluetooth to

wirelessly connect the headphones

to the music source witnessed

considerable turnover growth and

are becoming the standard, with a

market share of close to 80% for

over-ear headphones. The turnover

with the devices featuring active

noise cancelling, grew by 36% in the

first half of 2019.

CONTACT

Markus Kick

Global Strategic Insights

Consumer Electronics

Markus.Kick@GfK.com

THE FUTURE

The headphone market is in full

transition, moving away from

traditional models connected by

cable to mobile and hi-fi gear to

high-tech wireless headphones

that effortlessly stream from

smartphones, televisions and other

audio gear. Headphones also have

a big part to play in burgeoning

virtual reality applications,

combined with head-related

transfer functions (HRTF) which

detect head movements and adapt

sound playback so you can pinpoint

the location of a sound source.

STATE OF PLAY

Headphones are probably the most popular way

of listening to music, at home but especially on

the move. It’s a market segment which continues

to grow strongly, driven by impressive sales of inear

headphones (which account for 70% of total

INNOVATIONS TO LOOK FOR AT IFA

Noise-cancelling goes

mainstream

Most of our day-to-day

environments today are

characterised by one thing: a

great deal of background noise.

This is why noise-cancelling has

become the go-to feature for

most headphone users. It’s no

longer a premium technology

but is becoming a mainstream

feature on increasingly cheaper

headphones.

Higher sound quality

for truly wireless

It’s only a few years since

the first truly wireless inears

– consisting of two

separate earpieces – were

introduced at IFA. Sales of

these convenient products have

grown immensely, and you no

longer need to pay a top price

to go totally cable-less. Expect

a lot more totally wireless

headphones at this year’s IFA,

with premium models offering

improved sound quality and

extremely light housings.

Our thanks to EISA member Jamie Biesemans for his input on

this Buyers Guide

INNOVATING @ IFA

MOMENTUM WIRELESS:

A THIRD GENERATION

OF PREMIUM SOUND

Sennheiser’s premium headphone range

enters its third generation, with the

launch of the new MOMENTUM Wireless

at IFA 2019, offering superior sound, a

modern design aesthetic, and cutting-edge

technology. With genuine sheep leather

and soft padding on the earpads and

headband they are extremely comfortable.

Active Noise Cancellation

and a Transparent Hearing

function allow listeners

to either block out the

world or stay aware of

their environment.

» HALL 1.2

STAND 220

headphone turnover), noise-cancelling products,

and consumers’ appreciation of totally wireless

models. People obviously love music, but not

cables.

Better codecs

Whether most people know it

or not, how music is compressed

during transmission can have

a big impact on sound quality.

Headphone manufacturers

didn’t always bother with better

codecs, such as aptX, aptX HD

and LDAC, as smartphones

and tablets couldn’t utilise

them. However, as aptX and

LDAC have become standard

components in Android

and the codec support is

ingrained in new Bluetooth

c h i p s e t s , s u p p o r t i n g

these better audio codecs

suddenly makes sense.

PHILIPS NEW NOISE-

CANCELLING HEADPHONES

Philips is introducing the PH805, its flagship

wireless headphones. A key feature of the new

product is its noise cancelling performance, which

can cancel out up to 25dB or 95% of background

noise. Bluetooth 5.0 wireless connectivity

enables users to enjoy all of their music from their

devices. Battery life is 30 hours; fast charging

means a further two hours of playback can be

available in five minutes. Philips said the PH805 is

one of the lightest models in the over-ear wireless

active noise cancellation sector, at 235g.

» HALL 22 / STAND 101

66


NOMADIC LIFESTYLE / PART 1

HEADPHONES

PRODUCT SPOTLIGHT

BROUGHT TO YOU BY

IFA

My Media

IFA

IFA Home

& Entertainment

Electronics

PURE PASSION FROM HAMA

IFA

Audio

Entertainment

KEY

SELLING

POINTS

1 / Up to eight hours

on a single charge

2 / 4Gb of storage

space

3 / Weighs 30g

Pure Passion is the name of

Hama’s new Bluetooth inear

headset, which features

two speakers on each side.

Hama says the dual-speaker

technology and digital sound

processing deliver clear

treble and bass. A built-in

microphone enables users

to switch between music

playback and accepting calls.

An integrated remote control

allows them to accept and

end calls, activate speech

selection, and control music

playback.

The volume can be adjusted

using a control on the cable.

Pure Passion’s charge lasts

for around six hours when in

use and 200 hours in standby

mode.

» HALL 10.2 / STAND 101

WATERPROOF HEADPHONES

WITH BUILT-IN MP3 PLAYER

Designed for swimming, the AfterShokz

Xtrainerz Open-Ear MP3 headphones

from Shenzhen Voxtech, support MP3,

WMA, AAC, WAV and FLAC audio

formats and have the IP68 waterproof

standard.

The product uses bone conduction,

transmitting sound to the inner ear

primarily through the bones of the

skull, allowing the wearer to hear audio

content without blocking the ear canal.

The fuselage of the Xtrainerz has 4Gb

of storage space and a spokesman for

Shenzhen Voxtech says the headphones

feature an independent working mode,

which enhances the low frequency

to ensure the user can hear while

underwater.

» HALL 4.2 / STAND 202

KEY SELLING

POINTS

1 / Two speakers on each side

2 / Integrated microphone to

make/receive calls

3 / Comes with silicone ear

pads in three sizes

KEY SELLING

POINTS

1 / 24-bit audio signal processing

2 / Listen for up to 24 hours (with

noise cancelling on)

HOUSE OF MARLEY

DEBUTS SUSTAINABLE

EARBUDS

House of Marley says Liberate Air, its first

truly wireless earbuds, have been designed as

an eco-conscious alternative within a plasticdriven

market.

Produced using bamboo, natural wood

fibre composite, recyclable aluminium and

fabric made of recycled plastic bottles, the

Liberate Air system offers a sustainable sound

experience without sacrificing quality.

The unit features a seamless pairing experience.

After the initial link to the device, the earbuds

automatically pair upon opening the charging

case, connecting before the earbuds even

touch the user’s ears. Users can manage music,

calls and Siri or Google Assistant with a tap of

the earbud.

» HALL 1.2 / STAND 217

KEY

SELLING

POINTS

1 / Produced using

sustainable materials

2 / Nine hours on-board

battery life

3 / Works with Siri and

Google Assistant

3 / 10 minutes’ charge provides up

to 90 minutes of battery life

SONY MAKES ADVANCES

IN HD NOISE CANCELLATION

Sony has expanded its 1000X range with the addition

of a new generation of truly wireless headphones, WF-

1000XM3, which feature an HD noise cancelling processor

QN1e chip and Dual Noise Sensor Technology.

The WF-1000XM3 buds are small and light but manage to

pack in a newly developed Bluetooth chip. This allows for L/R

simultaneous Bluetooth transmission which means that both

left and right earbuds receive audio content, rather than the

conventional left-to-right relay Bluetooth transmission.

With Google Assistant, users can control the headphones

by voice. The headphones are also compatible with the Sony

Headphones Connect app.

» HALL 20 / STAND 101

www.ifa-international.org IFA International • Friday 6 th September 2019

67


REGION

SPOTLIGHT ON

KOREA

With a growing interest in health and a concern

about air pollution in Europe, and indeed globally,

the market for air purifiers is expected to grow

significantly in the near future. To this end, buyers

will be paying close attention to the new products

on show from Korean manufacturer Coway, who

recently launched the AP-1515G, a new generation

purifier that works with voice command via Amazon

Alexa. We asked Coway CEO Haesun Lee to tell us

about this new model.

We launched the Coway AP-

1515G in Italy and Germany

this year to globally expand our

market. This premium IoT-based

air purifier can, in real-time,

monitor the indoor air quality

(IAQ), and adjust speed based

on pollution levels. The product

is Wi-Fi enabled and it can be

monitored and controlled via

the IoCare app. And to make

it even more convenient, we

integrated Amazon Alexa which

allows for voice control of the

AP-1515G and this will be

Haesun Lee

CEO, Coway

available in Italy and Germany

by the end of this year.

What is Amazon Dash

Replenishment, and how does

it add value to your offering?

Amazon Dash Replenishment

allows connected devices

like the Coway AP-1515G to

automatically monitor and

reorder consumables. By

enabling the product with Dash

Replenishment, we’re able to

ensure our customers never

have to worry about having

WE

INTEGRATED

AMAZON ALEXA

WHICH ALLOWS

FOR VOICE

CONTROL OF

THE AP-1515G

AN EVEN SMARTER

AIR PURIFIER

Korea-based Coway launches a high-end

connected model integrating Alexa

unhealthy air quality. We’re

utilising Dash Replenishment

to track the filter’s status and

automatically reordering and

delivering the right air filter, at

the right time.

How important is IFA as a

platform for your marketing

and promotion?

IFA is one of the largest

consumer electronics and home

appliance shows, and it’s a major

event for media from all around

the world.

Coway sees IFA as a great

opportunity to demonstrate

innovative technology and

products to trade visitors and

media - growing business, but

also for promotion

HALL 5.1 / STAND 107

KOREA PAVILION

HOSTS NINE

INNOVATIVE SMEs

@ IFA GLOBAL

MARKETS

A number of exciting new products are on

show from Korea at this year’s IFA Global

Markets, thanks to the support of the Korea

Electronics Association (KEA).

Breathings is showing smart self-training

device for expectant mothers to monitor

their breathing and train for Lamaze

breathing technique.

A highly original wireless charging mouse

pad with wireless rechargeable mouse

combo set from Bros & Company gives

users a highly convenient experience.

Mercury is exhibiting mobile phone

accessories such as stylish silicon cases

and detachable diary cases. Gobukee,

meanwhile, specialised in manufacturing

screen protection products for mobile

phones, is demonstrating a wide range of

products.

An alkaline water ionizer from Lifecore

boasts 12 patented technologies in water

electrolysis and water purification.

Vovo Corporation’s integrated toilet with

bidet is highly interesting both in design and

function.

Intropack is demonstrating a high-quality

vacuum sealer and the world’s first all-inone

sous vide machine.

Other products from the Korea Pavilion

include outstanding electronic components

such as SMD power inductors, line filters,

transformers and IFT coils, just to name a

few

STATION-Berlin HALL S1

STANDS 131 & 131a

Bros & Company’s wireless

charging mouse pad with

wireless rechargeable mouse

combo set

68


© Thomas Keller

HOSPITALITY / RESTAURANTS / BARS

CLUBS / EVENTS / SHOPPING / CULTURE

Welcome to Berlin!

With the industry converging on Berlin for IFA, we asked Burkhard

Kieker, CEO, visitBerlin what his message is to visitors to the show

from all around the world.

Welcome to Berlin, welcome to the

city of freedom. Explore our city with

its diverse culture, shopping and food

hotspots!

Your website has a lot of inspiring ideas

for visitors. Please tell us a little more

about how people can use the site.

visitBerlin offers the best suggestions in

terms of museums and exhibitions, green

spots and activities, as well restaurants

and bars. Don’t miss the shopping tips for

special Berlin products and gifts: the city

is very well-known for their sustainable

offer. The links to our apps Going Local

and About Berlin are very helpful, as they

enable visitors to explore secret places

and hear unknown stories through their

mobile devices.

such as reunification, the construction

of the Berlin Wall, the division of the

world during the Cold War and the

overcoming of the Wall by the Peaceful

Revolution of 1989. Berlin is preparing

to commemorate the 30th anniversary

of the Peaceful Revolution and the fall of

the Wall with a large, city-wide festival to

be held from November 4-10. Over the

course of seven days at seven historical

sites, the city will transform into a unique

open-air exhibition and event. The

highlight of the one-week celebrations

will be a music festival held on the

evening of November 9. The city will

celebrate a Festival of Freedom together

with Berliners and guests from all over

the world.

Burkhard Kieker

CEO – visitBerlin

This year is of course a major anniversary

year 30 years after the fall of the wall.

How can visitors discover the history of

the wall and take part in celebrations?

On November 9, a large number of

events in Berlin will deal with topics

www.ifa-international.org IFA International • Friday 6 th September 2019

69


KeDewe

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

Brechts Steakhaus

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

Museums & Exhibitions

MUSEUM OF TECHNOLOGY -

A MUSEUM FOR EXPLORERS

The Deutsches Technikmuseum, or German

Museum of Technology, offers an entertaining

educational journey through the history of

technology. Visit their fascinating exhibitions

on aviation, shipping, railways, the automobile,

film technology, computer history, the role of

the chemical and pharmaceutical industries in

our lives, and much more. Review the multifacetted

spectrum of technology – from ancient

times to cutting-edge – and explore the many

ways it has shaped our history and culture. Daily

demonstrations, hands-on activities and guided

tours make the Deutsches Technikmuseum a

place of interactive learning and experience. This

extensive museum park is an oasis of green at the

heart of the city.

Opening Hours: Tue - Fri, 9:00 am - 5:30 pm ; Sat -

Sun, 10:00 am - 6:00 pm

Museum of Technology:

Trebbiner Straße 9, 10963 Berlin

Tel. +49 (0)30 902 54-0

www.sdtb.de

Metro: U Möckernbrücke, U1, U3, U7 ; U

Gleisdreieck, U1, U2, U3 ; S Anhalter Bahnhof, S1,

S2, S25, S26

Cultural Entertainment

& Shopping

KADEWE

Founded in 1907, the KaDeWe is one of the

world’s most renowned department stores. Its

fine and distinct feel for emerging trends, and

the selection of products and services offered,

have been instrumental in shaping the KaDeWe

image. KaDeWe provides Personal Shoppers

who accompany, serve and expertly advise the

customers throughout a visit, a professional

shipping service completes the convenient

shopping experience. Shoppers with a permanent

residence outside the EU have the possibility of

receiving a tax free shopping at each cash desk and

immediate cash back at the Global Blue Counter on

the 5th floor.

And in case you missed to visit KaDeWe during

your stay in Berlin explore the On Demand Service

of KaDeWe and shop your favorite pieces via

WhatsApp or e-mail..

Open on Saturday 7 th September 9.30 am - 9 pm and

Sunday 8th September 1 pm - 6 pm

KaDeWe - Kaufhaus des Westens

Tauentzienstrasse 21-24

10789 Berlin

Metro: U Wittenbergplatz U1 U2 U3

Museum of Technology

70

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