IFA International 2019 Day 5 Edition






Richard Barnes





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


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



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


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