IFA International 2019 Day 5 Edition

cleverdis

DAY 5

EDITION

Tuesday 10 September 2019

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

CONTENTS

3 > NEWS

9 > SHIFT AUTOMOTIVE

13 > TRADE TALK

15 > IFA GLOBAL MARKETS

17 > EXCLUSIVE INTERVIEWS

19 > CLEAN LIFESTYLE

28 > SPOTLIGHT ON

NORTH AMERICA

29 > WHERE TO GO IN BERLIN

THOUGHT LEADERS

SHIFT AUTOMOTIVE DRIVES

NEW IDEAS FOR MOBILITY

IFA 2019 brings together brilliant minds to solve burning

issues of the transport of tomorrow

The Shift Automotive

two-day conference today

opens at IFA for its second

year, at a time when people

are increasingly concerned

about mobility issues and

concepts.

questions such as: Can we

design smart mobility-asa-service

solutions that

work not just for industry,

but individuals and

society? Will sustainable

John Olsen

Managing Director, Euronics

International

The new brand identity is being

implemented in 20 of our markets - and

specifically in Germany this year

Read page 13

Dr Reinhard Zinkann

Managing Director, Miele

We are intensifying our cordial

relationship with partners in retail trade

Read page 17

The idea of vehicles

becoming an integral factor

in how we live rather than

simple means of transport,

linking, thanks to IoT,

to all the other objects

in our homes and in our

pockets, will be part of our

new “smart new world”

where all the objects in

our lives talk together.

A joint venture of IFA

Berlin and the Geneva

International Motor Show,

Shift Automotive is based

on the philosophy that the

future of mobility will not

be determined by concept

cars but by human factors.

The convention explores

Boyd Cohen

CEO and cofounder, iomob

IN A WORLD

OF AUTONOMOUS

VEHICLES, WHAT

HAPPENS TO THE

JOY OF DRIVING?

technologies overcome

the chicken-and-egg

problem of demand and

infrastructure? And in

a world of autonomous

vehicles, what happens to

the joy of driving? Discover

more in our exclusive

interview with Boyd

Cohen, CEO and cofounder

of iomob (see page 9),

just one of the illustrious

speakers at the conference.

Dirk Koslowski

IFA Director

IFA comes at the right time, and in the

right direction…

Read page 18

CLEAN LIFESTYLE

When it comes to enabling the

eternal pleasure of the spotless

living room, clothes, dishes or

windows, IFA has what it takes.

Whether it be vacuum cleaners,

cleaning robots, washing machines

and dryers, in this issue, we

take you on a tour of the latest

innovations on show at IFA. Trends

include larger capacity washing

machines and dryers, the addition

of steam, and even higher energy

efficiency, along with various new

ways of making life simpler. Smart

appliances are booming, with

sales turnover up 18% in the first

half of 2019 according the GfK.

From page 19.

© Messe Berlin GmbH.


NEWS

BROUGHT

TO YOU BY

EDITORIAL

Richard Barnes

Editor-In-Chief

A NEW

VISION OF

MOBILITY

One of the biggest, most visible changes to our

lives in the future will come in the way in which we

move from one place to another… both how we do

it, and what we do along the way. This year’s Shift

Automotive conference at IFA will help set the

roadmap for the future. The stellar list of speakers

will deliver ideas and concepts that often sound

like science fiction, but which are ready to roll out

tomorrow.

An excellent example is that of Dr Venkat

Sumantran, Executive Director of Tata Motors,

who will be speaking on the topic of Mobility

Transformations Towards a Sustainable City. “The

20th century was the century of the automobile;

the 21st will see mobility dramatically reenvisioned,”

he says. “Times have changed; cars are

seldom the quickest mode of travel in cities and

emissions from the rapidly growing number of cars

and trucks threaten the planet. The auto industry

is responding with electrified and connected cars

that double as virtual travel assistants. The sharing

economy is coaxing many consumers to shift from

being owners of assets to being users of services.

City administrators are shifting from designing

cities for cars to designing cities for people.”

At the Shift Automotive conference a swathe

of illustrious speakers will move us through

their visions of a cleaner, more mobile, more

individualised and more comfortable future. It

could only happen here at IFA

Opening his IFA NEXT

keynote, Roku CEO

and founder Anthony

Wood reminded the

audience of his own

background: “I have

European roots and

studied in Holland. It’s

good to be back.”

Roku is taking its TV

operating system outside of

North America for the first

time, and Hisense UK will

release its first TVs poweredby-Roku

TVs towards

the end of this year, CEO

Anthony Wood announced

during his IFA NEXT keynote.

Roku’s operating system has

only been available in North

America until now – in TVs

including TCL, Sharp, and

Hisense US.

At the keynote Wood

announced Roku’s launch in

Europe. “The UK will be the

first,” he said. “We have a

lot of experience there and

have relationships with all

the major content providers.”

He also announced the

imminent arrival in Europe

of the Hisense – Roku TV:

“They build great TVs that

work excellently with Roku,”

he said.

In the last quarter the

company screened 9.4 billion

hours of programming. It

currently has 30.5 million

active accounts and, with

many of those in shared

households, estimates that

there are more than 73

Anthony Wood

Roku CEO

ROKU MAKES

MOVES ON EUROPE

million people using the

service. Half of them watch

all of their TV on RoKU, while

others use a mix of sources.

As streaming becomes more

prevalent, modern software

is needed to power the big

advances for consumers, TV

manufacturers publishers

and advertisers.

Wood concluded: “The world

is moving to streaming.

Streaming is the future of

TV and Roku is planning on

leading the way.”

Hall 26

Stand 234

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www.ifa-international.org IFA International • Tuesday 10 September 2019

3


BROUGHT

TO YOU BY

NEWS

HAPPY FRIZZ ZERO DELIVERS

SUPERIOR PERFORMANCE

Biotech Trentino, the company that

created the Happy Frizz brand, is at

IFA with its new Happy Frizz ZERO

product – a domestic dispenser that

can serve micro-filtered water at

room temperature or chilled, and

still or sparkling.

The carbonating system is based on the

existing Happy Frizz concept, to allow

maximum freedom of choice for the desired

carbonation level. According to the team

at Biotech Trentino, using it is simple and

intuitive, thanks to

the proximity sensing

touchscreen.

Biotech Trentino is

especially proud of its

ground-breaking Direct

Integrated Cooling

System, which it says

delivers performance to

match expensive cooling

systems, in a very small

space and with reduced

energy consumption. “The

DICSY technology also

ensures stable and quiet

functioning,” says the firm.

Thanks to its three-litre external tank, Happy

Frizz ZERO requires no installation, but it

can also be connected to the domestic water

supply using the easy installation kit, which is

sold separately. As for the water it dispenses,

the system uses a 0.5 micron sintered carbon

block filter with a 10 micron pre-filter. The

filter is good for 1,500 litres or six months, and

features a bypass system for users who do not

require filtration

Hall 7.1c

Stand 108

ADVERTORIAL

LIFX UNVEILS WORLD’S FIRST

POLYCHROME SMART LIGHT BULB

Made possible by a tower of “uniquely

addressable” LEDs inside the bulb’s

casing, the Candle Colour is the first

product of its kind, uniquely capable

of emitting multiple colours from a

single light source. Users can even

paint patterns onto the bulb by

drawing in the LIFX app.

The beauty of the Polychrome-powered Candle

Colour, according to LIFX, is that mimics a candle

flame, which is perfect for entertaining. It is

also the first in the Candle bulb range to include

“White to Warm”.

LIFX’s smart light bulb is not the only product on

show that utilises Polychrome Technology. LIFX’s

Z LED strips have addressable zones - which

allow for varied patterns and animated light on

a light strip. LIFX is launching an affordable and

easy-to-apply variant, the ZTV (1m). LIFX’s Tile

and Beam products, which utilise Polychrome

Technology, have the ability to blend light within

one discrete unit. Companies interested in

LIFX should also note that the platform can be

licensed

Candle Colour, the world's

first Polychrome-enabled

smart light bulb

Hall 25

Stand 232

www.ifa-international.org IFA International • Tuesday 10 September 2019

5


BROUGHT

TO YOU BY

NEWS

Toshiba Hero Products, on show at IFA

TOSHIBA DRAWS ON

ITS JAPANESE HERITAGE

Toshiba is launching a

comprehensive product line-up

at IFA including a new range of

refrigerators, washing machines,

microwave ovens and rice cookers.

IFA 2019 marks the first time that Toshiba

has offered a comprehensive suite of

products to consumers in the EMEA region,

all reflecting its roots in Japanese culture and

design.

Today the company says its “deeply

rooted Japanese values of craftsmanship

and attention to the last detail” provide

consumers around the world with “high-end

home appliances previously only enjoyed by

generations of Japanese households”.

While Toshiba appliances have been in

Japanese homes for generations, worldwide

the brand is best known for its laptops and

TVs. Last year Toshiba’s Home Appliances

division went through a rebrand as part of a

global expansion strategy.

“When we initiated last year’s global

rebranding project, we formed a series of

new guiding principles which will help us

take Toshiba’s heritage into the future and

develop world-leading product quality in

combination with the so-typical simplistic

Japanese design approach,” Head of Brand

& Communication at Toshiba, Brando

Brandstaeter says. “Reflecting ‘understated

confidence’ in design and communication

paired with our Takumi spirit and the

greatest attention to the details that matter,

will impress our consumers.”

Toshiba also organised special event at IFA

for new partners from more than 30 EMEA

countries, which underlined the company’s

global product launch strategy

Hall 5.1

Stand 101

LAURASTAR:

THE NEXT

GENERATION

On the eve of its 40th anniversary, Swiss

ironing products brand Laurastar has

announced the successors to CEO and

founder Jean Monney: his daughter and son,

Julie and Michael Monney. The siblings will

share the role, while their father remains

President of the Board of Laurastar Group.

“I am proud to have my children embark on

this entrepreneurial journey,” he said. More

than just a case of ‘keeping it in the family’

both candidates have impressive credentials

for inheriting the role. Julie Monney has

10 years of international experience with

firms including Unilever Cosmetics, and

Procter & Gamble, while Michael Monney

previously worked for Ernst & Young and has

been responsible for the Laurastar Group’s

Michael & Julie Monney

Joint CEOs, Laurastar

commercial management since 2010. “We

consider ourselves to be co-pilots: the world is

changing so quickly, and so are the methods of

management,” said Julie Monney

Hall 4.1

Stand 202

www.ifa-international.org IFA International • Tuesday 10 September 2019

7


BOYD COHEN SHARES

MOBILITY VISION AT SHIFT

AUTOMOTIVE

Urban strategist explores how the Internet of Mobility can

support a transition away from single-occupied vehicle

dependence in cities

Boyd Cohen is an urban strategist focused on the areas of urban

innovation, entrepreneurship, smart cities and the Internet of Mobility.

A Fellow at the Singapore University of Social Sciences, Cohen will

deliver a keynote talk at IFA’s future mobility event SHIFT Automotive

today. IFA International caught up with him ahead of the keynote and

started by asking him about iomob, a start-up he co-founded in 2017.

Iomob stands for the Internet of Mobility. If

IoT (Internet of Things) is about how devices

in cities or elsewhere can be connected

to the Internet, and then to each other to

seamlessly connect things, the Internet of

Mobility, or Iomob, is a company focused

on providing the enabling infrastructure so

that mobility devices (scooters, bikes, cars,

trains, buses etc) can be connected to the

Iomob protocol and then to each other to

enable seamless mobility for users around

the globe.

Can you tell us about the key themes of

your presentation at SHIFT?

I will highlight where I believe the future

of mobility is going. I will also explore the

role of Mobility as a Service (MaaS) and

the Internet of Mobility in supporting

a transition away from single-occupied

passenger vehicle dependence in cities.

How do you see the future of mobility?

I believe this will vary greatly around the

globe. In North America, we will likely see

an acceleration of ride hailing services

and autonomous passenger vehicles. In

Europe, I believe we will continue to see

an explosion in micro-mobility and shared

mobility and in cities erecting barriers

to single occupancy vehicles. In Europe,

autonomous will be about multi-passenger

liquid bus experiences. This explosion in

services will require new infrastructure (for

charging, for dedicated lanes that separate

pedestrians, people powered micromobility

and motorised micro-mobility) and

of course drive demand and use of seamless

MaaS services that can roam with the user.

Who should come to your talk?

Anyone interested in understanding

the present and future of MaaS, how

passenger vehicles might shift towards

becoming liquid parts of a seamless mobility

ecosystem, and the role of micro-mobility.

Why is it important to have a conference

like SHIFT?

The automobile industry has played a

significant role in the history of personal

freedom and economic wellbeing. The

industry is being challenged to rethink its

role in light of climate change, congestion

and general trends in urbanism and shifting

consumer values on access, ownership and

quality of life. Shift Automotive aims to

bring these tensions to the forefront and

provide a vision of the role automobiles and

other mobility devices will play in the future

of cities.

You have written a white paper entitled

The Future of Urban and Regional Mobility.

Can you share part of its message?

Traffic congestion costs more than

$300bn to the US economy annually and

reduces quality of life. Emissions from

transportation in the EU represent 25% of

Green House Gas emissions in the region.

Furthermore, the car-dependent suburban

life has exacerbated obesity while air

contamination leads to five million deaths

worldwide annually. At iomob, we believe

that cities need to embrace experimentation

while regulators can catch up to the pace of

innovation and understand the implications

of new mobility solutions

FUTURE MOBILITY AS AN OPEN

GLOBAL MARKETPLACE

Date: Tuesday, 10 September

Time: 11:05 am

Location: Hall 26b - GRAND THEATER

Boyd Cohen

CEO, Iomob

THE INDUSTRY

IS BEING CHALLENGED

TO RETHINK ITS ROLE

IN LIGHT OF CLIMATE

CHANGE

www.ifa-international.org IFA International • Tuesday 10 September 2019

9


THE FUTURE: FASTER,

SMARTER, GREENER

Dr Venkat Sumantran

Chairman of Celeris Technologies

CITY

ADMINISTRATORS

ARE SHIFTING

FROM DESIGNING

CITIES FOR CARS TO

DESIGNING CITIES

FOR PEOPLE

Dr Venkat Sumantran, Chairman of Celeris Technologies

and Author of Faster, Smarter, Greener: The future

of the Car and Urban Mobility, will be speaking today

at the SHIFT Automotive conference on the topic of

“Mobility Transformations Towards a Sustainable City”.

We asked him to tell us a little more:

The twentieth century was the

century of the automobile; the

twenty-first will see mobility

dramatically re-envisioned.

Automobiles altered cityscapes,

boosted economies, and made

personal mobility efficient and

convenient for many. But times

have changed; cars are seldom

the quickest mode of travel in

cities, and emissions from the

rapidly growing number of cars

and trucks threaten the planet.

The auto industry is responding

with electrified and connected

cars that double as virtual travel

assistants. The sharing economy

is coaxing many consumers

to shift from being owners of

assets to being users of services.

City administrators are shifting

from designing cities for cars

to designing cities for people.

Nations and cities will employ

targeted user fees and subsidies

to nudge consumers toward more

sustainable and socially relevant

modes. The transformed urban

mobility architecture can be

“faster, smarter, and greener”.

How do you see the future of

urban mobility?

We envision a new world of

mobility that is connected,

heterogeneous, intelligent,

and personalised (the CHIP

architecture). The CHIP

architecture harnesses a full

spectrum of mobility modes

(the heterogeneity factor)

possible today including nonmotorised

modes, EVs, micromobility,

shared-mobility and

mass-transit to complement

conventional personal modes.

It seeks to integrate this variety

of mobility options through

ubiquitous connectivity, and a

marketplace open to innovation

and entrepreneurship

MOBILITY TRANSFORMATIONS

TOWARDS A SUSTAINABLE CITY

Date: Tuesday 10 September

Time: 11:25 am

Location: Hall 26b GRAND THEATRE

DEVELOPING TECHNOLOGIES

IN UNMANNED DOMAINS

Brian Wynne,

President and CEO

of the Association for

Unmanned Vehicle

Systems International

(AUVSI) will be hosting a

“don’t miss” talk at Shift

Automotive. We asked

him to whet our appetite:

Technologies that scale across

autonomous vehicle systems, such

as driverless cars and unmanned

aircraft and boats, are creating an

exciting and very different future

transportation environment.

Even though these vehicles

are regulated quite differently,

safety will be enhanced from the

data that’s collected from them,

regardless of the application.

I will discuss how AI and 5G

technologies, as well as sensors

and payloads, are developing

across unmanned domains

and will enable autonomy to

accelerate.

What are the key roles and goals

of AUVSI?

AUVSI serves the industry by

enabling opportunities for our

members to connect, convene,

communicate and collaborate

with creators, users and

regulators to provide broad

and lasting economic and social

benefits.

What are the biggest challenges

moving forward?

One of the biggest challenges

our industry faces right now is

a skeptical public. In fact, public

acceptance of unmanned systems

will be critical for our industry’s

success, and we need to work

together across domains to tell

the story of how unmanned

systems can improve our everyday

lives.

What are your thoughts on the

creation of Shift Automotive as a

platform to bring thought leaders

together on these topics?

Education and information sharing

are essential to the advancement

of our industry, which involves

highly sophisticated and complex

technologies. Unmanned systems

seem to advance every day, and it’s

hard to keep up with the changes.

However, conferences like Shift

Automotive provide an essential

gathering place where thought

leaders can make connections

and exchange ideas that will

help achieve our collective

goal of introducing innovative

transportation solutions to an

increasingly busy and congested

world

VEHICLE AUTONOMY AS PART OF

A FUTURE MOBILITY ECOSYSTEM

Date: Tuesday 10 September

Time: 4:35 pm

Location: Hall 26b GRAND THEATRE

Brian Wynne

President and CEO of the Association for

Unmanned Vehicle Systems International

ONE OF

THE BIGGEST

CHALLENGES OUR

INDUSTRY FACES

RIGHT NOW IS A

SKEPTICAL PUBLIC

www.ifa-international.org IFA International • Tuesday 10 September 2019

11


BROUGHT

TO YOU BY

TRADE TALK

EURONICS TARGETS GAMING AND

PURSUES NEW BRANDING ROLLOUT

Euronics International, one of Europe’s largest consumer

electronics groups, became a sponsor of esports company

ESL earlier this year and will be present at the upcoming

ESL ONE global live gaming event in October. John Olsen,

Managing Director, Euronics International, explains the

strategy.

The ESL ONE event takes place in

Hamburg, Germany, but it is a major

international event. We have been

thinking for some time that we need

to increase our brand awareness

by targeting specific consumers –

in this case a young audience. We

believe ESL ONE is one of the most

interesting and growing platforms

with which to achieve those

objectives

What will this bring to your

network in terms of brand

awareness?

We are aiming to increase

awareness of our brand, following

the launch of the new brand identity

which is being implemented in 20

of our markets – and specifically in

Germany this year, to coincide with

the 50th anniversary of the national

group.

Furthermore we want to promote

our umbrella ‘Member of Euronics’

brand for the markets that have a

strong local brand, which is an asset

that we do not want to lose.

On top of that, gaming products are

in our range and therefore we want

to be acknowledged as the official

retailer of ESL ONE.

Will the promotion go beyond

Germany?

The ESL ONE event will be streamed

worldwide, in English and 10 other

languages – so all our markets can

benefit. As well as ESL ONE, we are

sponsoring national ESL leagues in

Germany – where an Euronics team

is playing – as well as France, Italy,

and Spain, giving us an additional

level of engagement in key markets.

Those are national executions, but

negotiated internationally at group

level

Hall 23

Stand 102

John Olsen

Managing Director,

Euronics International

www.ifa-international.org IFA International • Tuesday 10 September 2019

13


HOW TO GET TO

THE APPLE STORE

September is traditionally Apple’s time to

introduce its new generation of iPhones.

The market always has high expectations,

not just for the products, but also for new

third-party accessories. Nick Graves, CEO,

Aquilla Europe, a pan-European technology

consultancy focused on the Apple ecosystem,

gives a presentation at EXPERT TALKS @

IFA GLOBAL MARKETS on today, 12:30, at

STATION-Berlin.

Graves said that to succeed as a third-party

company in the Apple world, brands have to

“understand Apple’s platforms, recognise

opportunities and necessary features, and

align themselves with the design ethos

that drives Apple and its channels”. They

are similar to Apple in their thinking and

approach to customers and “plugged in to

appropriate distribution strategies that

mesh seamlessly with the target stores and

resellers”.

Graves’ talk will focus on these and other

critical success factors for brands, he said,

adding: “With a wide range of real-world

case studies, both successful and not-so

successful, attendees will get a genuine

insight into the pitfalls and stepping stones

Nick Graves

CEO, Aquilla Europe

separating success from expensive failure.

I will also cover accessing and servicing

both the Apple Stores and Apple’s other

major channels, including Apple Premium

Resellers”

GLOBAL FAIRS HAS

GREEN MESSAGE

Global Fairs has launched an International Sustainability Park at IFA

Global Markets, where the industry can better understand how today’s

customers expect more demonstrations of green awareness.

“More than 10 industry associations are

joining us in this initiative. It’s not your typical

green industry event that focuses only on

recycling and toxic substances,” Global

Fairs’ Managing Director Jan Nintemann,

said. “This event covers the changes that

younger generations expect in our consumer

products and our consumer marketing, how

companies can start a true green dialogue

to their commercial advantage and the role

that trade shows will play in bringing climate

action to industries.”

The year 2019 is the hottest year on the

planet as we know it, Nintemann said,

adding: “Greenland is melting. Forest fires

are burning in Siberia. An iceberg twice the

size of New York City, is breaking away from

the Antarctic. School children, like Greta

Thunberg, have started a global protest

movement because adults don’t seem to care

enough.”

Visitors to the Sustainability Park can hear

experts on the subject from NGOs, public

and private sectors, including: Greenpeace;

the United Nations Environment Programme

UNEP; the global association of the

world’s leading tradeshow organisers UFI;

the Potsdam Institute for Environment

Research; and many more

Jan Nintemann

Global Fairs’ Managing Director

www.ifa-international.org IFA International • Tuesday 10 September 2019

15


EXCLUSIVE INTERVIEW

THE

MEGA TREND IS

UNDOUBTEDLY

THE ISSUE OF

CONNECTIVITY

AS MORE AND

MORE DOMESTIC

APPLIANCES ARE

COMMUNICATION-

ENABLED.

Dr Reinhard Zinkann

Managing Director, MIELE

MIELE UNVEILS LARGEST PRODUCT

LAUNCH IN 120-YEAR HISTORY

Smart technologies underpin new cooking

and cleaning products

One of the longest-established and bestknown

brands in the home appliances

business, Germany’s Miele is at IFA with the

largest product launch programme in its 120-

year history. We started by asking managing

director Dr Reinhard Zinkann about his product

highlights.

We are presenting our first

rechargeable handstick,

the Miele Triflex HX 1.

This is a product offering

excellent and compelling

suction performance and

exceptional flexibility.

The 3-in-1 concept makes

the TriFlex a veritable allrounder.

The heart and

soul of the new product is

the PowerUnit, consisting

of a motor assembly, a

rechargeable battery and

a dust box, which can be

reconfigured in just a few

seconds. If the PowerUnit is

at the bottom, the machine

has a low centre of gravity,

making vacuuming large

areas simple. In solo mode,

the product is ideal for

cleaning car interiors. In

addition, we are showcasing

our new Generation 7000

built-in appliances, a cooker

hood with an exceptional

design, customisable

ambient lighting and

fragrances for a pleasant

micro-climate in the kitchen.

With Generation 7000

Miele is renewing its entire

product range, which

new technologies is Miele

introducing with these new

products?

When it comes to our ovens,

I would highlight unique

assistance systems such as

TasteControl and FoodView.

TasteControl prevents

food from overcooking by

opening the door slightly

at the end of a process,

allowing the interior to cool

down fast to the required

temperature. FoodView

represents an eye into the

oven. On the flagship model,

the high-definition camera is

even able to withstand the

high temperatures reached

during pyrolytic cleaning,

and transmits images to

a smartphone. This does

away with the need to open

the door to check the food,

and allows temperatures

and cooking times to

be adjusted remotely

with ease. Furthermore,

most appliances from all

Generation 7000 categories

already have a WiFi module

on board, which, when

connected to the Miele@

mobile app, enables a whole

host of new and additional

convenience features.

How are these innovations

received in the market?

Our partners in the trade

and our consumers are

very enthusiastic about

the intuitive interfaces, the

timeless design, the broad

palate of smart, connected

appliances and the unique

new features.

Which trends do you see in

your industry?

The mega trend is

undoubtedly the issue of

connectivity as more and

more domestic appliances

are communication-enabled.

Already we have reached

the stage where more than

half of Miele’s new built-in

appliances are connectivityenabled.

We will continue

to work hard on expanding

assistance systems covering

cooking applications. For

example, support in cooking

is provided for instance by

Amazon’s voice assistant

Alexa, whose knowledge

of Miele products and the

times needed for various

foods to cook is growing

at breakneck speed. Our

cooking appliances can be

controlled remotely using

the Miele@mobile app.

And here, too, we have new

features at IFA.

What is the significance of

IFA for Miele?

IFA is our most important

tradeshow worldwide. It

is here that we present

our new products to

consumers and also have

the opportunity to reflect

on issues close to our heart

on a high-visibility global

platform. We also look

forward to intensifying our

cordial relationship with our

partners in the retail trade

and exchanging views with

them

www.ifa-international.org IFA International • Tuesday 10 September 2019

17


EXCLUSIVE INTERVIEW

IT’S NOT JUST

ABOUT TRADE

RELATIONS

With CE China just around the corner,

what are the stakes for Sino-European

electronics business?

WE

AIM TO

EMPOWER

THE GLOBAL

RETAIL

TRADE

Dirk Koslowski

IFA Director

A recent report by Deutsche Welle indicates that Europe will

see an increase of €1.7bn in trade with China as a result of the

country’s trade war with the US. With CE China – IFA’s annual

trade event in China – just around the corner, we asked IFA

Director Dirk Koslowski how he sees business going this year in

the light of this, and the changing retail scenario in China.

The situation in China is not that

different from that of Europe at the

moment. We are facing some markets

where the industry is struggling in

terms of distributing their products

– especially branded products – to

consumers.

Europe as an open market is not

protected by any specific tariffs, but

co-innovation doesn’t stop in Europe.

We need the American companies as

well as the Chinese companies, if it

comes down to microchips or displays.

But the consumer has to benefit from

co-innovating processes. There will

be some new opportunities, because

Chinese companies and Chinese

consumers used to be very focused

on the American market, especially

on Silicon Valley and all the co-called

IT giants which promoted and created

pretty good consumer solutions for

them. Today, especially with smarthome

appliances, products from

Europe are seen as quality-driven.

Do IFA and CE China serve similar

purposes?

IFA is the launch pad for new products

and innovations for consumers, but it

also takes on the role of educating our

retail partners in how to upsell quality

products.

IFA and CE China are based on the same

principles: we aim to empower the

global retail trade – our retail partners.

Especially in Europe, it comes down to

the likes of the MSH Group, Expert or

Euronics: mainly bricks-and-mortar

stores. And of course, it’s the same

story for our international partners like

Suning and Gome in China. We would

like to give them the chance to present

quality products to Chinese consumers

in a different way. Our idea of

distribution is not just selling products

through online channels. We promote

the bricks-and-mortar experience – the

hands-on experience for consumers,

otherwise the upselling process is

not possible. In this sense, business is

moving away from online distribution

up to a point, moving back to bricks

and mortar activities again. That’s what

Tmall is doing; and that’s what JD.com

is looking for in the near future.

Tell us about the move of the CE China

show to Guangzhou.

We decided to move to Guangzhou

after collaboration with the authorities

in Guangzhou – one of the most

traditional trade-show cities in China.

They have been successfully doing

shows there for over 50 years, primarily

dedicated to export. The difference

with what we are doing is that we are

trying to promote an import show

of interest to Chinese retailers and

consumers. And the timing is right for

CE China – just after IFA, which is the

perfect time frame for enabling the

markets to be ready for the end-ofyear

season, when more than 40% of

the entire year’s sales for electronics

will be done. And in China there is

also China’s famous shopping holiday,

Singles Day [November 11] which is a

very big buying time

18


CLEAN

LIFESTYLE

IFA

Home

Appliances

CLEAN MACHINES

The categories of dishwashing, floorcare and home

laundry are all showing positive signs of growth, says GfK

24%

Rise in sales of

washing machines

with capacities of

9kg or more, in the

first six months of

2019

Source GfK

42%

Cordless vacuum

cleaner category’s

proportion of the

total vacuums

market in the first

half of 2019

Source GfK

23%

Global growth, in the

first six months of

2019, from vacuum

cleaners category

Source GfK

In the washing machine

sector, size definitely

matters for consumers

when considering making a

purchase.

Capacity is a long-term driver of all

major markets, which has translated

into increasingly larger loading

capacities in washing machines. Sales

of washing machines with 9kg or more

capacity grew by 24% in the first six

months of 2019 according to GfK.

Reducing the time needed to carry

out household chores is of particular

value for consumers, and, as

a result, smart appliances are

growing in popularity. With

13% percent turnover growth in

2019, washer/dryers are a prime

example of this trend.

A more recent and substantial

trend is steam-supported

appliances which generate

multiple use cases, from

improved drying in dishwashers

to fewer creases in laundry.

Globally, steam-assisted

products – across cooking,

dishwashing and laundry,

jumped to a growth rate of 41%

in the first half of 2019.

The promise of simplification

very positively impacts sales.

Wash-dryers are a prime

example of a multifunctional

appliance succeeding in the

markets for quite some years

now. There are also more recent

and substantial trends including

the trend towards steam supported

washing machines which grow

globally by 64%. Fewer wrinkles,

less ironing as well as more hygiene

and fewer allergens makes steam

functions attractive in 2019. This

segment already accounts for 12% of

the total market value. GfK reports

that China and India are embracing

this trend, which promises future

growth.

Smart appliances are usually equated

with the benefit of simplification. GfK

reported that all regions revealed

strong growth in sales of smart

appliances, in the first six months of

2019, with one exception – China.

Looking at the global picture,

excluding China, smart appliances

grew by 18% in turnover.

In the small domestic appliances (SDA)

market, more than 23% of global

growth, in the first six months of 2019,

came from the vacuum cleaners.

Product categories that grew in the

period included cordless handstick

vacuum cleaners (+27%) and robotic

vacuum cleaners (+18%).

In floor cleaning, cordless handstick

vacuum cleaners are at the top of

the product lifecycle curve.

At present, the focus is on

performance over simplicity

to differentiate in the sector.

The sales growth trajectory of

cordless vacuum cleaners is

slowly plateauing after massive

growth in 2018. Sales volume is

now over €2.3bn (+27%).

Robots are yet another segment

contributing to vacuum cleaner

category growth. The sale of

robot vacuum cleaners grew

(+18 percent), and nearly 70%

of these are smart devices.

Convenience segments like wet

and dry vacuum cleaners, which

make additional wet wiping

redundant, are also growing

(+13%) globally. The most

important markets for this new

type of wet cleaner are China

(€39.6m), followed by Germany

(€22.1m), France (€21.8m) and

Brazil (€19.4m)

www.ifa-international.org IFA International • Tuesday 10 September 2019

19


BUYERS' GUIDE

HOME

APPLIANCES

WASHING MACHINES

MARKET

Performance, and in particular

capacity is a long-term driver of

all major markets. This translates

into increasingly large loading

capacities in washing machines. As

an example, washing machines with

9kg or more capacity grew by 23%

globally.

This trend is still fuelled by

emerging economies like China and

India.

The other growth trends observed

are energy-efficient washing

machines as well as smart

connectivity. Here, especially the

Wi-Fi and/or NFC smart appliances

boost the market with growth rates

of 33% in Western Europe or 89%

in South East Asia.

While China was the first mover in

the market, sales already crossed

the zenith. Such smart washing

machines currently decline at a

rate of 16%. Clearly, a new level

of innovation is needed to justify

further demand in the future.

STATE OF PLAY

INNOVATIONS TO LOOK FOR AT IFA

Energy efficiency tops

the agenda

Smarter and savvier

consumers demand more

from their appliances as

energy bills, more than ever

before, place a huge strain

on household finances. At

IFA, manufacturers show

technological innovations

that give real assistance

to the consumer, to not

only guarantee perfect and

effortless results every time,

but also maximise resource

savings. Appliances, which

not only provide exceptional

results, but also ensure

maximum energy efficiency,

are also a key market driver

for growth.

Get connected

A number of manufacturers

present their smart, appdriven

washing machines

at this year’s IFA. There has

been a significant increase in

sales of connected appliances

and while this is sometimes

viewed as a gimmick, the

reality is that technology

is already taking over our

homes, and manufacturers

are confident that it’s only

a matter of time before

all kitchen appliances are

connected, too.

Connected washing machines

enable users to download

new programmes through the

manufacturers’ app.

The promise of simplification positively impacts

sales. Washer-dryers are a prime example of a

multifunctional appliance succeeding in the markets

for quite some years now. There are also more recent

and substantial trends including towards steamsupported

washing machines which have grown

globally by 64%. Fewer wrinkles, less ironing as well

as more hygiene and fewer allergens makes steam

functions attractive in 2019. This segment already

accounts for 12% of the total market value.

Clothing care

Washing machines are packed full

of tech that looks after your clothes.

This includes steam and easy-iron

functions that will keep your shirts

bright, fresh and crinkle-free. There

are also automatic programmes that

use the perfect amount of water,

to give your clothes the best clean

and save energy. New technology

from manufacturers aims to keep

laundry fresh even hours after the

cycle has finished. The innovation

gently massages the garments with

regular, slow, drum movements

alternated with injections of steam.

The combination of movement and

steam allows the air to penetrate

the fibres, keeping garments fresh

and odour-free for up to six hours

after the cycle has finished.

CONTACT

Norbert Herzog

Global Insights Manager

MDA

norbert.herzog@gfk.com

THE FUTURE

The washing machine market looks

assured as manufacturers look to

invest in developing their product

offerings. Consumers are seeing

the benefit of purchasing energy

efficient, larger capacity machines,

which is good news for the industry.

Washing machines that can selfdiagnose

and resolve faults will

also become more mainstream,

saving engineer call-outs and

consumers’ money in the process.

Apps from brands will also enable

users to download programmes for

smart washing machines to handle

specific stains.

INNOVATING @ IFA

MIELE DEBUTS FAST

WASHING MACHINE

Miele says its new home laundry models

wash and dry even faster and more

conveniently. In addition, forgotten items,

no matter how large, can now be added to

the wash almost through to the end of a

programme. A Wi-Fi connection and an app

make for increased convenience by allowing

users to check on whether it is possible to

add laundry, or even remotely halt the cycle.

The user then has 10 minutes to go to the

machine and add items.

» HALL 2.1 / STAND 101

PREMIUM LAUNDRY

CARE FROM SIEMENS

The connected iQ800 washing machine

from Siemens is available in two variants

– one with sensoFresh

fresh technology,

the other with i-Dos

automated precision

dosing.

Siemens says sensoFresh

removes all types of

odours, leaving clothes

smelling like new again

in no time thanks to

active oxygen, making

it the ideal solution for

anyone wanting to wear

their favourite jacket

again quickly after a

party or meeting. A new

fast programme – powerSpeed59 – can

wash up to 5kg of laundry in 59 minutes.

» HALL 1.1 / STAND 101

www.ifa-international.org IFA International • Tuesday 10 September 2019

21


HOME APPLIANCES / CLEAN LIFESTYLE

WASHING MACHINES & DRYERS

PRODUCT SPOTLIGHT

FLUFF TECHNOLOGY

FROM BOSCH

DRYERS

Bosch’s new premium dryers

are the WTX87E40 and

WTX87M40 models. Using

Home Connect and Smart Dry,

the dryers receive parameters

from the last wash (programme,

fill level and remaining moisture

content). This automatically

selects the appropriate setting

for the drying process.

The AutoClean function is

described by Bosch as the most

convenient way yet to deal

with fluff build-up. AutoClean

dispenses with the conventional doorbased

filter that needs to be cleaned after

every drying cycle – or around 160 times a

year. Thanks to the automatic fluff removal

technology, the fluff is directed to a separate

storage area at the bottom of the appliance.

This only needs to be emptied around once

every 20 drying cycles, which translates to

around eight times a year on average, with

intelligent sensors alerting the user when it is

time.

» HALL 3.1 STAND 101

KEY SELLING


POINTS

1 / Easier to maintain

with AutoClean

technology

2 / Iron Assist uses

steam to remove

wrinkles

3 / AntiStain Plus washes

out up to 16 different

types of stains

IFA

Home

Appliances

HAIER LAUNCHES FABRIC CARE FEATURE

Haier is launching a new way to refresh laundry at this year’s IFA. The brand

says that I-Refresh technology has been designed for the growing demand

for a way to take care of delicate materials such as silk, wool and big items.

Explaining the technology, Haier says that during the cycle, clothes fibres

get revitalised and refreshed through the change of the drum rotation.

The I-Refresh technology removes dust on clothes through a flow of warm

air, that also opens up the fibre. After this first step, a flow of micro watermist

particles forms a thin level of

water coating on the fibre, that

combines with dirt, bacteria, odour

and mite particles to be cleaned.

The last step is the cooling process

uses air flow to return the fibre to its

original shape, colour, shininess and

clarity.

» HALL 3.1 STAND 102

KEY SELLING


POINTS

1 / Technology available in

standard size and super

drum

2 / Designed to work on

a variety of items and

fabrics

3/ Machine can be

customised to consumer

needs

KEY SELLING


POINTS

1 / App offers menu of additional

programmes

2 / Control by voice

3/ Door is wider and higher than

conventional products

CANDY PRESENTS

RAPID WASHING

PROGRAMMES

Candy says its RapidO washing

machine and dryer offer the most

complete and efficient set of rapid

programmes on the market.

It offers nine rapid programmes on

the washing machine and seven rapid

programmes on the dryers, along

with a Smart Console, which allow

users to easily manage the loading

and unloading operations and the use

of the programmes.

RapidO also benefits from

connectivity and can, therefore, be

controlled by voice – with the help

of Google Home and Amazon Alexa

digital butlers – or remotely via the

Candy simply-Fi App, which offers a

range of useful and exclusive extra

functions.

The RapidO washing machine also

offers the Snap&Wash function.

Owners take a picture with their

smartphone of the laundry placed

in front of the washing machine, and

the Candy app will suggest the best

and fastest programme to run.

» HALL 3.1 STAND 102

BEKO HALVES WASHING TIME

Beko’s says its AquaTech washing machine cuts programme

times by 50% thanks to a newly designed paddle. A sensor

ensures that the paddle is positioned at the top of the cycle,

which then showers the contents of the washing machine with

the detergent and water mix.

Available in four freestanding

versions, Beko AquaTech

models can be controlled

and monitored

remotely through

the HomeWhiz

app. The app helps

save users time

and money, by

allowing them to

schedule a wash

overnight and

take advantage

of off-peak

electricity prices.

The Programme

KEY SELLING


POINTS

1 / Halves the programme

time

2 / Function determines

the best wash for a

load

3/ SteamCure reduces

creases

Selection Wizard,

meanwhile, determines

the best wash for a load.

There’s also the option to

download new programmes

as they become available.

The Daily Quick programme

can wash a full load in 28

minutes or 2kg of laundry in

14 minutes.

» HALL 23 STAND 101

22


HOME APPLIANCES / CLEAN LIFESTYLE

FLOOR CARE

ADVERTORIAL

IFA

Home

Appliances

The BISSELL stand

BISSELL CELEBRATE

FIRST IFA ATTENDENCE

The company is unveiling its 3-in-1 multi surface cleaner,

CrossWave Cordless

BISSELL, one of the worldwide leading floor care

specialists from the US, is showcasing its latest

product innovations in Berlin. It is the first time

the American family-owned company and expert

in floor care since 1876 has presented its new

products with its own large booth, which covers

more than 300 square metres.

One of the highlights is the BISSELL CrossWave

Cordless, a new version of the public’s favourite

and award-winning BISSELL CrossWave. The

3-in-1 unit vacuums, mops and dries hard floors

and carpets all in one go, now with cord-free easeof-use.

Until now homeowners wanting shiny parquet,

streak-free tiles and fresh area rugs, have needed

a lot of time and different gadgets and methods

to clean each type of floor individually. With the

introduction of the new CrossWave Cordless,

BISSELL offers a solution that vacuums, washes

and dries in a single step.

Key features at a glance:

Multi-functional 3-in-1 floor cleaner; vacuum,

wash and dries at the same time

Removable multi-surface brush roll that washes

tiles, sealed wood floors, laminate, linoleum,

vinyl and rugs

Cordless, 36V Li-Ion powered battery with up to

30 minutes run time

Digital fingertip controls for a intuitive and

comfortable handling

DualTank System: separate clean and dirty

water tanks, easy to remove and refill

Pivoting floor head for easy manoeuvrability

around furniture and improved edge cleaning

Sample-sized BISSELL multi-surface cleaning

solution included

Easy clean, charging storage tray

Vincent Huinck, BISSELL’s International

Commercial Director, says: “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.”

Mr Huinck adds: “Each product is designed to

significantly improve the way you take care of

your home, enabling you to embrace messier

moments of your family, kids and pets and giving

you more time to enjoy life fully”

» HALL 9 / STAND 111

The CrossWave Cordless

in action

www.ifa-international.org IFA International • Tuesday 10 September 2019

23


HOME APPLIANCES / CLEAN LIFESTYLE

FLOOR CARE ROBOTS

PRODUCT SPOTLIGHT

ADVERTORIAL

SMARTER ROBOT MOPPING

FROM ROBOROCK

The Roborock S5 makes sparkling

clean floors easier than ever, the

companyclaims, with an all new

mopping system designed for

effortless everyday use. A super-sized

water tank, precision water control,

and virtual no-mop zones allow users

to set schedules for mopping, as easily

as they would for vacuuming. The

spring loaded mop presses onto the

floor with a constant 300g of pressure,

Roborock

S5 Max

meaning floors are consistently clean

throughout the home. Precision water

management also allows users to

tailor the amount of water used for

different floor types.

Combined with powerful suction and

precision navigation, it makes spotless

floors easier than ever, Roborock says.

» HALL 25 / STAND 103

KEY SELLING


POINTS

1 / High capacity water tank

(290ml), enough to mop

a 65sqm space three

times.

2 / Suction powerful enough

to lift AA batteries, even

with a full dustbin.

3 / Adaptive route

algorithms calculate the

fastest cleaning routes.

IFA

Home

Appliances

AWARD-WINNING ROBOT FROM ECOVACS

Ecovacs has been awarded the

IFA Product Technical Innovation

Award for the mapping technology

on the DEEBOT OZMO 950 robotic

vacuum cleaner.

The technology enables the cleaner

to scan and store multiple maps

of different levels of a home. The

robot customises its clean after

identifying which map it is in. Users

can also customise where they’d

like the robot to clean in each map.

Ecovacs says the revolutionary

pressure-retention system

optimises energy efficiency and

ensures high vacuum pressure,

with a low noise level.

With the latest suspension design

and optimised brush design, OZMO

950 can sweep cracks up to 4mm

deep. The cleaner also features a

Max+ Mode to increase suction

power.

The Ecovacs Home App can

control the vacuum remotely, while

Amazon Echo and Google Home

are also integrated.

» HALL 5.1 / STAND 108

KEY SELLING


POINTS

1 / Scans and stores multiple

maps of different levels

of a home.

2 / Control the vacuum

remotely via an app.

3 / Can sweep up to 4mm

deep cracks.

24


BUYERS' GUIDE

HOME

APPLIANCES

CORDLESS VACUUM CLEANERS

MARKET

The vacuum cleaner category is

the biggest growth driver within

small domestic appliances, which

in the first six months of 2019,

contributed to nearly one-third of

the SDA growth.

Within the vacuum cleaner

category, the cordless vacuum

cleaner/handstick rechargeable

has a 42% share. This segment has

sidelined the cylinder vacuum as

the major type, followed by the

highly growing segment of robotic

vacuum cleaners.

In 2018, sales of cordless vacuum

cleaners alone were worth €4.1bn.

A major chunk of this came from

Western Europe and developed

Asia regions.

Currently, there are less unit sales

of cordless vacuum cleaners than

cylinder vacuum cleaners, but

accounts for considerably more

in terms of sales value, which

highlights the premium price value

that this category commands.

STATE OF PLAY

Vacuum cleaner technology has seen some

important advances in the last few years. Consumers

no longer want to yank a canister vacuum around.

With vacuums, suction is the name of the game.

INNOVATIONS TO LOOK FOR AT IFA

BAGGED V BAGLESS

Traditionally, vacuum

cleaners have always collected

dust and dirt in sealed bags.

Modern bagless designs

are less fiddly to empty, and

save you spending money on

replacement bags – this is also

better for the environment.

They collect the dirt in a

container, which can be

opened and tipped away with

minimal fuss. They also avoid

the problem of the suction

becoming less powerful as the

bag fills.

Bagged designs are better for

allergy sufferers, however,

as they lock dust and spores

away more effectively, keeping

them sealed-in while you’re

emptying.

THE RISE OF THE CORDLESS

CLEANER

Cordless vacuum cleaners are a

great idea. They use rechargeable

batteries, giving you freedom to

move between rooms without

changing plug sockets. They’re

lightweight, easy to manoeuvre,

and great for use in many different

parts of the home. Some have

docking stations for charging, and

some can even be secured to your

wall for mess-free storage. They’re

always bagless, and many have the

same, powerful performance as

their corded counterparts.

You can find models which switch

between stick and handheld

versions, giving you the ultimate

variety of places to clean.

They often come with lots of

attachments too.

Today’s vacuum cleaners are both workhorses and

stylish. A mainstay of the category now are cordless

cleaners, which includes handstick-style devices and

robotic cleaners.

GROWING SALES

OF ROBOTIC CLEANERS

Another area of the vacuum

cleaner market that is growing,

albeit from a much lower base,

is robotic cleaners. While

countries including Germany

and Spain are making great inroads,

a number of countries

are lagging behind.

Robotic cleaners are still

within a niche sector for the

foreseeable future, however,

with the rise in smart,

connected appliances, their

appeal may increase in the

coming years.

Manufacturers highlight that if

a robot vacuum cleaner saves

users 30 minutes floor cleaning

per day, by the end of the year

it will have saved them 7.6 days.

CONTACT

Nevin Francis

Global Insights Manager

Small Domestic Appliances

nevin.francis@gfk.com

THE FUTURE

The cordless vacuum cleaner

market is the shining light of

the small domestic appliances

category. Some products have been

phenomenally successful, having

resonated with consumers. The

future of this category will wee

models offering better battery life.

From a low base, robotic vacuum

cleaners are on the ascendency –

the ability to schedule their robot,

at a time to suit them, will appeal

strongly to consumers.

INNOVATING @ IFA

NO MORE

KNEELING

AND

BENDING

Rowenta’s new Air

Force Flex removes

the need for users

to search for

attachments. The

Air Force Flex is a

cordless cleaner

that comes with a

flexible telescopic

tube. At a click,

users can simply bend the tube to make

light work of crumbs and dust under

beds, sofas and cupboards – on all floor

surfaces. The cordless cleaner offers

up to 35 minutes use after a three-hour

charge, which Rowenta says is one of the

shortest charge times on the market.

» ENTRANCE SOUTH (left)

STAND 101

BISSELL DEBUTS

CORDLESS

ICON

Bissell’s new ICON 25V

is the company’s latest

cordless stick vacuum

cleaner, which is powered

by a 25V Lithium-Ion

battery. The model’s digital

motor revolves at 675 km/h

and runs for 50 minutes on

a single charge. In addition

to this model, Bissell is also

launching at IFA the ICON

Pet 25V, which includes a

motorised nozzle with tanglefree

brush roll and specialised

pet tool to tackle pet messes

on multiple floor types. Both

models can bend horizontally

to reach under flat furniture.

» HALL 9 / STAND 111

www.ifa-international.org IFA International • Tuesday 10 September 2019

25


HOME APPLIANCES / CLEAN LIFESTYLE

FLOOR CLEANING

PRODUCT SPOTLIGHT

IFA

Home

Appliances

THOMAS DEBUTS CLEANER AIMED AT PET OWNERS

German company Robert Thomas Metall und

Elektrowerke GmbH is launching the Thomas

AQUA+ vacuum cleaner at this year’s IFA.

The cleaner is targeted at pet owners and has

been designed to remove paw prints, animal

hair and the smell of wet fur.



KEY SELLING POINTS

1 / Special animal hair floor nozzle

2 / Binds animal hair, dirt and small quantities of

liquid

3 / Spray/wipe/suction function

“The vacuum cleaner for animal lovers is also

equipped with proven AQUA technology,

which binds animal hair, dirt and even small

quantities of liquid, including unpleasant

odour particles, in water and prevents it from

escaping into the ambient air – for 100%

fresher air.”

Using a Sprühex nozzle, the cleaner can also

remove, in a single process, marks left behind

by pets on upholstery, carpets and hard

floors.

» HALL 4.1 STAND 210

FAKIR LAUNCHES VACUUM

CLEANER AND AIR

PURIFIER IN ONE

KEY SELLING


POINTS

1 / Electrostatic energy

removes even the

smallest particles

2 / Ioniser binds the dust

in the room air and

lets it fall to the floor

3 / Developed with

international colour

researchers from the

automotive industry

The Filter Pro from Fakir is not only

removes dirt from the floor and sofa,

but also simultaneously removes fine

dust, pollutants, dust particles, pollen

and odours from the air, thanks to

eight filters.

A company spokesman says

that the model features an

electrostatic filter as well as

an integrated ioniser.

“Thanks to this

electrostatic filtering and

ionisation technology,

the bagless Filter Pro

becomes a vacuum

cleaner and air purifier

all in one,” said a Fakir

spokesman. “It’s a real

relief in everyday life,

since Germans also

spend no less than 22

hours a day indoors.”

» HALL 4.1

STAND 207

DEEP CLEANING FROM

KÄRCHER

The new Kärcher SC 3 Upright EasyFix Premium steam

mop deep-cleans hard floors and features a threestage

steam volume control.

The new steam mop features the EasyFix floor

nozzle, which has plastic slats on the bottom to

ensure that the hot steam remains under the

nozzle and wets the microfibre floor cloth evenly.

A flexible hinge maximises the floor nozzle’s

contact with the floor, and narrow and flat

areas underneath furniture can be reached.

The steam mop is ready for use after just 30

seconds heat-up time. It can also be used on

carpets with the supplied carpet glider.

The EasyFix abrasive floor cloth tackles

stubborn dirt on scratch-sensitive stone

floors. The model is supplied with two

EasyFix microfibre cloths, an abrasive

floor cloth, a carpet glider, and an antilimescale

cartridge.

» HALL 4.1

STAND 213

COMPACT CLEANER FROM HOOVER

Hoover’s new H-FREE 500 vacuum cleaner

is aimed at the growing trend across

Europe for two-person households and

smaller houses.

The cleaner is characterised by its

compactness as it stands just 70cm tall

when stored and its size enables it to be

used under furniture, where it can go

under tables and sofas that are just 7.5cm

high.

The H-FREE 500 features an H-LAB lithium

battery that offers a run-time of up to 40

minutes.

With the Wizard APP, users can get

accurate info and tips about how and when

to maintain the H-FREE 500.

Hoover says the H-FREE 500 automatically

detects when users are cleaning with

accessories and optimises the power for

cleaning. An integrated

crevice tool is featured

for spot cleaning

tasks. A 2 in 1

dusting and

furniture tool

is ideal for

both hard

surfaces and

fabric ones.

» HALL 3.1

STAND 102

KEY


SELLING

POINTS

1 / Heats up in 30

seconds

2 / Supplied with

two EasyFix

microfibre

cloths

3 / Flat areas

underneath

furniture can be

reached

KEY SELLING


POINTS

1 / Features ultra-advanced

H-Lab lithium battery

2 / The H-Lab Brushless

Compact Motor gives

consistent power output

3 / Weighs just 1.5kg

www.ifa-international.org IFA International • Tuesday 10 September 2019

27


REGION

SPOTLIGHT ON

NORTH AMERICA

MOBILE AND TECH BOOST NORTH

AMERICAN MANUFACTURING

Don Leavens

Chief Economist, NEMA

US MOBILE USERS

NUMBER WELL INTO THE 200

MILLIONS, WITH PROJECTED

GROWTH AHEAD

Apple, Google, Amazon and

Qualcomm continue to be

driving forces for the global tech

industry, while US CE firms also

show resilience.

Despite industrial, political and

demographic shifts, the US is still the

world’s second largest CE manufacturer,

after China. Over Q2 and Q3, 2019, the

US economic expansion passed a 10-

year milestone after enjoying the longest

stretch of uninterrupted growth on record.

According to National Electrical

Manufacturers Association Chief

Economist Don Leavens, “One reason for

the record endurance is the expansion’s

slow growth pace compared to previous

recoveries.”

Data-powered consultancy Intelligence

Node has used e-commerce data from

the US market to observe that the laptop

market is “still alive” thanks to business

and gaming. Total laptop shipments are

decreasing and average prices falling as

consumers turn to devices such as tablets.

However Dell is enjoying US sales growth

of 7%.

Mobile devices continue to be the most

dynamic CE category, with Apple and

Google Android dominating US sales:

“US mobile users number well into the

200 millions, with projected growth

ahead,” says Intelligence Node. “Tablets

and e-readers are experiencing upward

trajectories, though camera sales are

facing large price markdowns.”

Home entertainment continues to grow

with home audio systems and theatre

systems witnessing a rise in sales. Asian

brands dominate the HDTV and 4K TV, but

there is a homegrown success story in the

shape of Vizio; which offers aggressivelypriced

products to consumers.

US tariffs have not benefited home

appliance manufacturers such as

Whirlpool and General Electric because

of increased costs in their supply chain.

However, Silicon Valley tech giants

Apple, Google and Amazon continue to

be influential globally, while Qualcomm’s

IFA keynote underlined the company’s

leadership in mobile chip manufacturing,

which positions it well for the 5G

revolution

MULTIPLE CONNECTIONS

AND JUST ONE CABLE

Leading AI+IoT firm Tuya Smart has

unveiled Pegasus, its new Smart

Home Automation Hub. Pegasus

solves the problem of not having

enough power sockets in a given

room by combining all functions and

only requiring one cable instead of

several.

To power Tuya’s Pegasus

networking feature, users can

connect to Wi-Fi and Zigbee

devices in just three steps: add

a Smart Home Automation Hub

device to the Tuya Smart App; click

‘one button networking’ on the

smart-home hub to enter Pegasus

Mode; turn on the smart device’s

automatic networking mode for

quick connection. On display at

Tuya’s IFA booth is JCG’s H2 Pro

Smart Gateway router, one of the

first products to incorporate Tuya’s

Pegasus Smart Home Hub

HALL 25 STAND 102

Carrie Liu of Tuya showcasing Pegasus

SMILE, IT’S A KODAK MOMENT

C+A Global is presenting the Kodak

Smile Classic Instant Print Digital

Camera – known as the Smile

Classic – at IFA. The Smile Classic

fuses instant printing technology

into a retro camera body for a

nostalgic look and feel with modern

features – and produces the largest

instant prints from the Kodak

instant-print line up. The Smile

Classic is equipped with a

pop-up viewfinder,

an automatic

s i n g l e

strobe

flash, a

MicroSD

card slot,

a 10-second

timer and AR capabilities. The

3.51 x 4.25-inch Kodak Zink

Sticky-Backed Photo Paper prints

directly from the camera; users

can also print from a smartphone

by connecting it to the camera via

Bluetooth and a Kodak app

HALL 3.2 STAND 132

The Kodak

Smile Classic

28


© Thomas Keller

HOSPITALITY / RESTAURANTS / BARS

CLUBS / EVENTS / SHOPPING / CULTURE

West Berlin glamour at Kurfürstendamm

One of Berlin’s most iconic

boulevards is the Kurfürstendamm,

a legend shaped during its years as

THE address to go in former West

Berlin. While tourists now favour

the historical districts in the East,

the Kurfürstendamm remains an

evocative area to explore.

For most visitors, the Kurfürstendamm

boulevard centres on the shops surrounding

the Europa Centre (Berlin’s highest

skyscraper, opened in 1965) and the ruins of

the Memorial Church. But for Berliners, the

area still nostalgically recalls the West Berlin

golden years, as the half-city firmly anchored

itself to the Western world.

From the 1880s onwards, the Kurfürstendamm

took its inspiration from the Champs Elysees

in Paris. It soon became the home for fashion,

chic restaurants and hotels, a role confirmed

during its West Berlin years. Many buildings

still evoke Kurfürstendamm’s opulence. Walk

along the section between Uhlandstrasse

and Leibnitzstrasse to admire the majestic

19th and 20th century architecture. A great

place for a break is the House of Literature

(Literaturhaus) in Fasanenstrasse 23. The

mansion used to welcome Russian poets in

the 1920s and now houses literature events, a

bookshop and a charming nostalgic café.

Opposite Fasanenstrasse, walk along

Bleibtreustrasse in the direction of

Savignyplatz. The area is lined by 19th century

classical houses, home to local designers. It

is also a place where West Berliners meet

over a drink or a meal. Try 12 Apostel for its

outstanding Italian food or NU for top Asian

fusion food. Go to Restaurant Café Bleibtreu

and Lubitsch for a German gastronomy

experience. The first offers popular dishes

while the second caters for the more upscale

segment.

Looking at more reminiscences of West

Berlin? Although the iconic Café Kranzler

disappeared, its typical 1950s architecture

now welcomes the Barn, a hipster coffee

shop with a terrace providing a 180 o view

of the Kurfürstendamm. The coffee shop is

accessible from Kranzler Eck Berlin. Other

West Berlin institutions in the area are the

Paris Bar in Kantstrasse 152, a meeting point

of artists since the 1960s, and the former

Kempinski Hotel Bristol Berlin - today the

Bristol Berlin. The elegant hotel welcomed

VIPs such as Sofia Loren, Alfred Hitchcock

and Romy Schneider. It recently underwent

renovation, and is once again the place to be

seen in the western part of town.

Still having some energy to walk around? View

a sunset from the top of the Europa Centre at

Puro Sky Lounge – Beyonce and Lady Gaga

were seen there! - or from the Roofbar at

Hotel Zoo Berlin

www.ifa-international.org IFA International • Tuesday 10 September 2019

29


Fabrics restaurant

Restaurants

Dae Mon restaurant

DAE MON - OPEN MINDED

CUISINE

Dae Mon, located between Monbijoupark and

Hackescher Markt, offers “open minded cuisine”

according to chef Raphael Schünemann. With

an open kitchen and avant-garde styling, the

restaurant offers a bold combination of dishes,

with influences from Europe, Japan and Korea

and beyond. Currently rewarded with 14 Gault-

Millau points there are a number of meal options,

including the seasonal 4-course Dae Mon

menu which caters to the guests‘ tastes with a

corresponding wine accompaniment and the Chefs

Menu, which includes 9 sophisticated courses,

each with high-quality wine accompaniment.

There is also a weekly changing business lunch

available, reflecting the restaurants position

surrounded by office buildings.

Opening hours: Mon - Fri: 12:00 mid-day - 2:30 pm;

Tue - Thu: 6:30 pm - 10:30 pm;

Fri - Sat: 5:30 pm - 10:30 pm

Dae Mon

Monbijouplatz 11, 10178 Berlin Mitte

mail@dae-mon.com

Tel: +49 (0)30 26 30 48 11.

Metro: S Hackescher Markt S3, S7, S9

The restaurant is an essential ingredient of

Europe’s first music, art and fashion-themed hotel

located in the heart of Berlin and at the epicentre

of the city’s music, fashion and creative scenes.

Guests can access two professional recording

studios and the world’s only guitar room service,

explaining why cosmopolitan creatives and

musicians converge in a unique atmosphere that is

embodied in the restaurant’s pop art stylings.

Opening hours: Monday to Saturday, 6:00 pm to

10:30 pm

Fabrics restaurant

Stralauer Allee 3, Berlin

Tel: +49 (0)30 290 299 0

www.nhow-berlin.com/en/

Metro: S+U Warschauer Str. S5, S7, S75, U1

Hospitality

CENTROVITAL BERLIN -

SPANDAU

When coming to IFA Berlin, why not stay in nearby

Spandau, which is close to Messe Berlin and Tegel

Airport? Centrovital Berlin provides not only

comfortable and quiet four-star accommodation,

but also spa and sport club, wellness, Ayurveda

and a health centre.

The hotel’s Restaurant Emil has a spectacular view

over Lake Spandau. Exuding contemporary styling,

the eatery offers creative and healthy cuisine

based on seasonal ingredients.

Centrovital Berlin

La Havanita is Centrovital’s bar and bistro that

offers guests a great way to relax over a wide

variety of cocktails and delicious tapas, fresh

salads, soups and desserts.

Centrovital Berlin

Neuendorfer Strassee 25, 13585 Berlin

Tel: +49 30 818750

info@centrovital-berlin.de

Metro: S+U Rathaus Spandau S3, S9, U7

Museums & Exhibitions

BRÖHAN-MUSEUM

Bröhan-Museum, Berlin’s museum for art nouveau,

art deco, and functionalism, is taking visitors back

in time.

On the threshold to the 20th Century, the

world appeared to be full of promise. The

modern machine age had begun and promised

seemingly endless possibilities. Fascinated by new

technology and inspired by literary visions of the

future, artists and caricaturists created images of

the future rich in fantasy.

Reaching Out for the Future is an outreach project

at Bröhan-Museum that explores individual and

collective social models of the future.

Opening hours: Tuesday-Sunday, 10:00 am - 6:00 pm

Bröhan-Museum

Schloßstraße 1a, 14059 Berlin

Tel: +49 30 32690600

www.broehan-museum.de/en/

Metro: U Richard-Wagner-Platz U7 or Sophie-

Charlotte-Platz U2 - S Westend S41, S42, S46

FABRICS RESTAURANT

Star designer Karim Rashid’s digipop design meets

contemporary international cuisine at Fabrics

restaurant in Berlin’s innovative nhow hotel.

Offering a spectacular view of the Spree River

and the ornate Oberbaum bridge that once linked

the east and west of the city, this culmination of

culinary creativity is a real feast for the senses.

Bröhan-Museum Hallesches Tor postcard

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