IFA International 2019 DAY 1 Edition









Hideyuki Furumi

President, Sony Europe




Vincent Huinck

International Commercial Director,


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


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


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

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