IFA International 2019 Day 6 Edition

cleverdis

DAY 6

EDITION

Wednesday 11 September 2019

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

CONTENTS

03 > NEWS

06 > SHIFT AUTOMOTIVE

09 > IFA NEXT

10 > IFA GLOBAL MARKETS

11 > TRADE TALK

13 > EXCLUSIVE INTERVIEWS

15 > NOMADIC LIFESTYLE - PART 2

20 > SPOTLIGHT ON JAPAN

21 > WHERE TO GO IN BERLIN

THOUGHT LEADERS

Sebastian Stegmüller

Mobility Innovation Dept.,

Fraunhofer IAO

We are attempting to create a founded

basis for lucrative business models and

technologies.

Read page 6.

Ken Lin

Director of Business Development,

Senao

This is a great chance to compare

how vendors and retail channels do their

business in different countries, bringing

new insights for us.

Read page 11

IFA MEANS BUSINESS

… It’s the “prime mover” for the trillion-euro market

heading into the holiday season

As IFA enters the final

day of its 2019 edition,

sentiment among buyers

remains positive, with

innovations opening new

breaches of opportunity

that can “make the

difference” in retail sales.

A significant trend is the

swinging of the pendulum

back from pure online

sales to a renewed interest

in bricks-and-mortar in a

sector where consumer

education and upselling

are becoming keys to new

sales strategies. Already

in 2018, €4.7bn in order

volume resulted from IFA,

and this year again, buyers

are leveraging the show

in order to make their

range choices heading into

Christmas. For electronics

retailers, attending IFA

has become absolutely

vital, with the backdrop of

an increasingly complex

global market dynamic.

Making the right choices

Alberto Zamudio

General Manager, Amber Technology

here, and creating new

levels of excitement among

consumers for products

that truly add value to their

lives will be the secret to

sales growth this coming

season.

(…)

CONSUMER

EDUCATION AND

UPSELLING ARE

BECOMING KEYS

TO NEW SALES

STRATEGIES

Trade professionals

from around the world

increasingly rely on IFA as

a “guiding light” at this time

of the year.

See our exclusive interview

with Alberto Zamudio,

General Manager of

Sydney-based Amber

Technology, one of

Australia’s leading AV

and home technology

distributors – page 13.

Anna Ahrens

Senior Research Analyst, Mobile

Handsets, IHS Markit

5G is a big topic and we have seen very

important announcements at IFA, which will

drive 5G adoption in mobile devices.

Read page 14

THE AGE OF CONNECTIVITY

As IFA draws to a close,

it’s clear that products

catering for today’s onthe-go

lifestyle remain

priorities for leading

players. Across mobiles,

wearables and audio,

visitors have witnessed an

array of innovations. For the

second part of our Nomadic

Lifestyle report, we start

by reviewing some of the

key product innovations

unveiled at IFA Berlin 2019.

Read more from page 15

© Messe Berlin GmbH.


NEWS

BROUGHT

TO YOU BY

EDITORIAL

Richard Barnes

Editor-In-Chief

THOUGHT

LEADERSHIP RISES

TO NEW HEIGHTS

The fact that IFA is the world’s annual gathering

place for the top minds in the electronics and

appliance industries is not new. Echoes of Albert

Einstein using this very same platform around 90

years ago to deliver his thoughts on the future of

communication still reverberate around the halls of

Messe Berlin today.

What IS new is the extraordinary depth and breadth

of topics that have been discussed over the past

week as part of IFA 2019. Indeed, the world is

literally being reimagined on the numerous stages

and forums here. Four extraordinary IFA keynotes

announced current groundswell trends.

The power of data was this year’s key topic at

the IFA+ Summit – the conference of the future at

IFA, while IFA NEXT this year hosted two stages with

an extraordinary agenda of talks and presentations

projecting well into the future.

And yesterday and today, the Shift

Automotive Mobility Convention sees start-ups,

tech giants, carmakers and urban planners gathering

to discuss how the latest technologies and forwardlooking

mobility concepts will influence the way we

live, work, drive and travel.

It all adds up to being the “ultimate in thought

leadership”, enabling all those present at IFA 2019

to plot a clear course for the future, making this

event an essential and integral part of the planning

process of the world’s electronics and appliance

manufacturers and retailers

Zhiying Chen

Executive Vice Mayor,

Guangzhou Municipality

SENIOR CHINESE

DELEGATION AT IFA

Top officials from China’s Guangzhou Municipality

have travelled to Berlin to visit IFA in the run-up to

CE China.

Zhiying Chen, Executive Vice Mayor of

Guangzhou Municipality, headed a delegation

including Yuyue Gao, Vice Secretary-General,

The People’s Government of Guangzhou

Municipality, aiming to solidify relations

with the Brandenburg region and Europe at

large. As Germany is by far China’s biggest

European trading partner, it also underlines

a new momentum driven by the move of the

CE China show to Guangzhou, having been in

Shenzhen for the past three editions.

“I think the partnership is very good, with

great potential,” said Mr Chen. “We are able

to learn more about each other in aspect of

products, companies and markets through this

communication. This kind of activity can also

promote the communication and coordination

of industry, markets and companies between

us, which will take our relationship to a higher

level.”

Mr Gao stated that the US-China trade war

is creating a shift in trade interest towards

Europe, in particular following the visit by

German Chancellor Angela Merkel to his

country. Given the size of IFA, he said the

potential for the show in Guangzhou was very

similar, stating, “We are very confident about

it. The influence will become bigger through

the IFA platform. Some of the top enterprises,

such as Huawei, ZTE, Skyworth and TCL,

will do strategic realignment according to

the international situation and competition.

I am sure they will concentrate more on

the European market, and therefore, more

Chinese companies will exhibit at trade shows

like IFA and CE China”

Erratum

The Day 4 edition of IFA International - page 8 - carried an article on the exhibitor Pundi X,

with a photo described as being Zac Cheah, co-founder and CEO of Pundi X. The photo was

in fact of Soohan Han, Director of Global Marketing, Pundi X.

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www.ifa-international.org IFA International • Wednesday 11 September 2019

3


BROUGHT

TO YOU BY

NEWS

Arcelik CEO Hakan Bulgurlu used his 2019 Mount

Everest climb to draw attention to climate change

Hakan Bulgurlu

CEO, Arçelik

SUSTAINABILITY IS

NO LONGER A GOAL,

IT’S A BUSINESS MODEL

Finding ways to

solve the world’s

environmental

challenges was a key

theme of Arçelik CEO

Harkan Bulgurlu’s IFA

keynote.

An avid outdoorsman,

Arçelik’s Harkan Bulgurlu

showed several photos from

his many journeys to some

of the world’s most-coveted

tourist locations during his

IFA keynote.

“I used my Everest climb

to raise awareness to what

some call climate change,

but what I call climate

catastrophe,” Bulgurlu said.

He recalled taking his

children to Thailand’s

Maya Bay, where instead of

admiring the beauty of the

area, he had to carry them

through knee-deep layers

of plastic. “This is happening

because most developing

countries are increasing their

use of single use plastics,” he

said. “Rapid and substantial

action has to happen now.

Sustainability is no longer

just something nice to have –

it is a business model.”

Arcelik is working with

researchers in universities

around the world, on how

to rethink the world’s

relationship with plastics.

“Why not take old plastic and

re-use it?” he asked.

This idea has led to Arçelik’s

development of a washing

machine drum made from

recycled plastic bottles.

“In South Africa we decided

to develop a solar fridge and

consumers invested in this.”

Bulgurlu said.

And while this model costs

more than a conventional

fridge, Arçelik research

has found that consumers

are nonetheless happy to

pay the extra. “But more

importantly, the fact that the

South African government

put money into the project,

means that more people in

Africa can afford a fridge.”

And thinking further outside

the box: “If we can find a

biodegradable plastic, we can

imagine burying our fridge

in our front yard and in five

years it has gone. This has to

be the way we go. “

Where others see waste,

Arçelik sees something

that can be used for new

products. “Microplastics in

the oceans overwhelmingly

come from your clothes,”

he said. “Unfortunately no

one has filtration that can

capture these. But Arçelik

has now built a washing

machine that will filter micro

plastics.” He said he hopes

that competitors might also

take this research on board.

Arçelik is in a position to do

something about the world’s

environmental challenges

and simply must, Bulgurlu

said. And while it costs

more, the choice ultimately

remains with the customer.

“Now is not the time to

procrastinate. Our planet

needs us now. This is not just

for us, our customers also

demand this”

Hall 23

Stand 101

WHAT SOME

CALL CLIMATE

CHANGE,

I CALL CLIMATE

CATASTROPHE.

4


BROUGHT

TO YOU BY

NEWS

TRACTIVE SETS PACE

IN PET TRACKING DEVICE

An Austrian-based manufacturer

of GPS pet tracking devices since

2012, Tractive’s motto is simple but

effective: “To strengthen the bond

between pets and their owners by

leveraging technology to ensure

a healthier, longer and safer life

together.”

With several hundred thousand devices

already sold according to founder and CEO

Michael Hurnaus, Tractive is a world pet

tracker market leader and sells its dog and

cat devices across 150 markets, with a strong

focus on Germany, the UK and France.

Hurnaus presented the latest Tractive

innovations at an IFA press conference,

including the new Ikati GPS tracker for cats,

which has an adaptable clip and fastening

system for more flexibility than the original

safety collar. The goal is “to bring pets and

owners closer together,” said Hurnaus, who

referred to glowing feedback from users who

had been reunited with stray pets.

As with the foundation GPS Dog device,

the feline-focused Ikati GPS employs a live

tracking app to deliver information on the

real-time location of the cat so that it never

strays too far. Users of the app can also install

a “virtual fence” so that any cat venturing past

this border will trigger a notification on the

owner’s smartphone

Hall 4.2

Stand 242

Tractive stand at IFA 2019

BELKIN SHOWCASES

CONNECTED CREDENTIALS

Now in hall 3.2, the Belkin

International stand has been

designed to give trade visitors a

seamless introduction to products

across the connectivity, charging

and audio categories.

In terms of connectivity, Belkin’s high-end

Linksys brand is “pushing the boundaries

of connectivity and power,” Melvin Van

Leeuwaarde, Director of Marketing, EMEA,

told IFA International.

Front and centre at the Belkin booth is the

modular, state-of-the-art Whole Home Mesh

Wi-Fi system that features a main router and

matching satellite modules for comprehensive

domestic WiFi coverage.

Also on show is the Linksys Business AC2600

dual-band Cloud Wireless Access Point that

allows businesses with diverse locations easily

control their network anytime, and from

anywhere.

Having already announced the global debut

of its Thunderbolt 3 Dock at IFA - a one-stop

shop for both corporate offices or co-working

spaces - the Belkin stand combines a range

of mobile device adapters, including a digital

multiport AV adapter designed to connect

laptops or tablets to HDMI projector or

monitor.

Beyond a swathe of Belkin smartphone

accessories from screen protectors to wireless

chargers - including the Pocket Power 10k, a

highly powerful but lightweight powerbank

for mobile devices - a new Belkin audio section

is debuting at the revamped stand

Hall 3.2

Stand 204

Belkin stand

www.ifa-international.org IFA International • Wednesday 11 September 2019

5


PREDICTING AND ENABLING

THE FUTURE OF MOBILITY

Sebastian Stegmüller

Mobility Innovation Dept., Fraunhofer IAO

WE HAVE

CREATED A NETWORK

OF INDUSTRY

PROJECT PARTNERS

TO COLLABORATE

ON THE MOBILITY

SOLUTIONS OF

TOMORROW

The Mobility Experience and Technology Lab (MXT),

jointly founded by Fraunhofer IAO and McKinsey,

envisages the car as being a “home away from home”.

At Shift Automotive this year, Sebastian Stegmüller,

who heads the Mobility Innovation department at

Fraunhofer IAO will be outlining work being undertaken

in a newly founded innovation network. Speaking to

IFA International, Stegmüller expanded on the nature

of his role.

What does your job entail?

Together with my team, my job

is to look at the various ideas

that are emerging and determine

as quickly as possible which

technologies, services and

business models could catch on

and which of them are unlikely to

succeed in the marketplace. As

future business models need the

involvement of different players

and their points of view, we

decided to establish an innovation

network that endeavours to

bring the future of autonomous

driving to life. Our job is to pick

out the most promising ideas at

the beginning of the innovation

lifecycle, even before product

development has begun in the

areas of automation, vehicle

connectivity and electrification,

as well as new mobility services.

We have created a network

of industry project partners

to collaborate on the mobility

solutions of tomorrow – from

conceptual idea to finished

prototypes.

What are the end goals of the

research?

We are attempting to

create a founded basis for

lucrative business models and

technologies. This targets not

only automotive manufacturers

and suppliers, but companies

from the entertainment, service

and IT sectors as well. One of

the key roles of the MXT Lab

is to carry out user studies,

providing a first indicator of the

viability of potential innovation

opportunities. In one of the first

such studies, we investigated

whether the time freed up by

autonomous driving might be

suited to language learning.

The goal was to assess the

underlying demand for these

sorts of services as well as the

attractiveness of various technical

solutions and driving-related

applications. This information

allows our researchers to draw

conclusions that can then be fed

into the automation of the driving

experience in the future and

the way that these vehicles are

designed

THE CAR AS LIVING SPACE

- CREATING THE FUTURE

MOBILITY EXPERIENCE

Date: Wednesday, 11 September

Time: 1:20 pm

Location: Hall 26b - GRAND

THEATER

INSPIRING SMART MOBILITY

Stephan Pfeiffer is Head of Strategic Partnerships

& Public Affairs at ioki, which aims to “provide a

supplement to public transport – not to replace it”. His

Shift Automotive address examined challenges facing

city and rural public transport. We asked him how he

thinks concepts of mobility are shifting.

Mobility will change significantly.

Low-price mobility and sharing

will be firmly established -

both in rural and urban areas.

And everything will become

increasingly digital: apps will

provide full transparency about

existing offers and digital travel

companions will influence the

choice of mobility offers. In

addition, mobility concepts

will become more flexible,

individualised, inexpensive

and integrated. Even the first

prototypes of autonomous

vehicles will have found their

place on the road by then,

enabling flexible and individual

mobility - fully automated.

Motorised private transport

currently accounts for over 80%

of the total, with public transport

providing the rest. But these two

markets will merge in the future

and integrated public transport

will emerge.

What excites you the most about

what we will be seeing in the

future?

As a customer, I want seamless

and painless public transport.

Moreover, I’m very much

looking forward to the impact

autonomous vehicles will have on

our lives

Stefan Pfeiffer

Head of Strategic Partnerships &

Public Affairs, ioki

6


FUJITSU APPLY QUANTUM-

INSPIRED SOLUTIONS TO

MOBILITY ISSUES

This year, Fujitsu is a key exhibitor at Shift Automotive.

Hugo Lerias, CTO Automotive, Fujitsu, spoke to IFA

International about his keynote at the conference

and how the company is working in the field of future

mobility.

The keynote gave insights on

how companies can already

solve combinatorial optimisation

problems under real-time

conditions using quantuminspired

technologies.

Fujitsu has a long-standing

history working in various fields

of the automotive industry,

being a Tier 1 supplier of

electronic components and IT

services for a rich ecosystem of

automotive suppliers. For megacities

like Tokyo and its central

taxi company, Fujitsu provides

telematics and services that

optimise the dispatch of vehicles

and improve the utilisation of

mobility offering. Furthermore,

Fujitsu is leveraging new

technologies like the quantumcomputing-inspired

Digital

Annealing Unit for such things as

passenger car matching. We offer

biometric authentication services

and solutions like PalmSecure

for new mobility platforms that

help to identify the driver and

ultimately improve the customer

journey.

In 20 years, what will have

changed in the way we move

around?

In the coming decades,

the landscape will change

dramatically. This will be driven

by emerging consumer trends

and innovative mobility services.

Ecosystems which easily allow

multi-modal travelling will evolve,

transforming how people move

and where they live and work.

How important is Shift

Automotive as a platform to

foster thought leadership in this

field, and why?

This event shows the future of

mobility and provides an excellent

platform for interaction with

decision-makers and industry

thought leaders. Therefore, at

Shift Automotive, we present our

connected services offering to

support next-generation mobility

services

OPTIMISING THE JOURNEY:

HOW TO MAKE FREE-FLOW

CARSHARING WORK

Date: Wednesday, 11 September

Time: 11:25 am

Location: Hall 26b - GRAND

THEATER

Hugo Lerias

CTO Automotive, Fujitsu

FUJITSU IS

LEVERAGING NEW

TECHNOLOGIES

LIKE THE QUANTUM

COMPUTING

INSPIRED DIGITAL

ANNEALING UNIT

CONNECTING CITIES, PEOPLE

AND TRANSPORT PROVIDERS

Christof Schminke,

managing director of Trafi

in Germany, addressed

the Shift Automotive

summit on the topic of

a “one-stop shop” for

mobility, allowing users

to make better informed

decisions. We asked

him to summarise his

presentation for IFA

International readers.

My presentation explored the idea

that holistic multi-modal mobility

services organised by a city,

together with private partners,

is the first step in realising

smarter urban mobility - instead

of working with one individual

transport operator. I argued that

this holistic approach enables

democratised access for transport

providers and helps cities to

understand user preferences and

provide infrastructural and legal

adaptations. For the citizens, it

removes the hurdles of mobility

- a one-stop shop for mobility

allowing users to make better

decisions.

How are mobility solutions

evolving over time?

The cities are the beating heart

of the mobility ecosystem. Yet,

the offer met by citizens is often

scattered and hard to digest. New

mobility operators are constantly

flooding the streets of urbanised

areas, but today it’s hard to get

an overarching view of what

the network system looks like,

holistically and comprehensively.

To make it easier for people

to utilise the entire network

of transport, and for cities to

regain control of their mobility

systems, we have created a digital

infrastructure for operating and

analysing mobility. The Trafi

technology suite makes it possible

to connect all types of mobility,

from multi-modal options to the

public transport network, into

one fast and frictionless solution.

Instead of adding obstacles to

travelling we remove the hustle

and create an experience that is

seamless, convenient and better

suited for the digital consumer on

the go

Christof Schminke

Managing director, Trafi

www.ifa-international.org IFA International • Wednesday 11 September 2019

7


HAPPINESS

WITH HAPTICS

Under the tagline “Makes Music

Magic” Berlin-based startup

Feelbelt have created an audio

accessory that adds extra

sensory inputs for most listening

experiences including music, movies

or gaming. The belt contains a

broad array of AI haptic technology

which accompanies music with

corresponding vibrations around

the user’s waist, with the bass

felt in the lower back, the higher

frequency notes on the belly,

within a range of zero to 20,000Hz.

Customisable, controlled by an

app, and with Wi-fi, Bluetooth,

3.5mm jack or USB connectivity, the

wearable tech and its synchronised

pulses are intended to make the

entertainment experience more

immersive “in the same way as,

when you’re at a concert, you feel

the music as well as hear it,” said

Felix Weiss, COO & CTO, Feelbelt.

» HALL 26 / STAND 324

Good vibrations: Feelbelt

ON THE RIGHT

TRACKS

GuideWatch from onTracks

FREEDOM WITH DFREE

There are many reasons why an

individual might have difficulty with

bladder control or other urinaryrelated

problems. DFree – a new

device from Triple W – claims to

be the world’s first toilet timing

predictor. A wearable non-invasive

ultrasound sensor detects changes in

bladder size and predicts the need for

urination, alerting users via an app

that they need to go to the toilet. Its

wellbeing benefits extend past the

incontinent to infant toilet training

and discreet care for people with

disabilities.

» HALL 26 / STAND 213

The DFree system

STRETCHING THE LIMITS

OF SMART APPAREL

Borne out of a project at Tokyo University in 2015,

Xenoma has established itself as a force in the

international smart textile market. A one-stop

developer across various fields including

materials, apparel, mechanics, electronics,

data analysis, apps and cloud technology,

its latest product on show in the IFA NEXT

Innovation Hall, is the e-skin range targeting

athletes and those involved in biomechanics

research. With sensors, stretchable wires

and printed circuit fabric technology the

sports clothing tracks body movements and

animates them via motion capture in real

time, recorded and analysed on the app.

The goal is to improve athletic performance

and reduce injury risk, but there are

broader implications for e-skin, including

infant care, efficiency of workers in IoT

factories and automotive safety.

» HALL 26 / STAND 213

WOODEN TOUCH-SCREEN

FOR CALM SMART HOME

An ingenious wearable from French

start-up onTracks for those keen

on cycling, running or hiking, the

GuideWatch claims to be the

world’s first GPS3.0 watch. Using

a smartphone app into which the

user can pre-programme a route,

and a device on each wrist, the

system eliminates the need to stop

and check one’s location with visual

and vibrating direction prompts

on the relevant hand, alerting the

user to whether they need to turn

left or right. GuideWatch also

offers the features of most GPS

watches including heart rate, speed,

distance travelled and altitude, but

its safety implications – that one

can navigate without stopping or

trying to check a smartphone on

the move – mean it has applications

for motorcyclists too; onTracks has

already developed a bikers’ glove

which can independently house the

GuideWatch unit.

» HALL 26 / STAND 380

Borne out of the family tradition of

measuring a child’s height with marks

on the wall, this innovative piece of

design by Kyoto-based IoT start-up

mui is a slim wooden column and

smart pen which serves as a smart

home control hub. As much a Taoist

art installation as an interactive

touch screen product, the unusual

item is impregnated with an interface

technology which converts the blank

wood into a digital display, with the

aim of creating calm technological

harmony in the home.

» HALL 26 / STAND 210

Taoist art meets tech

www.ifa-international.org IFA International • Wednesday 11 September 2019

9


Bomare Company

stand at IFA Global

Markets

STREAM TV FROM ALGERIA

Stream System is an Algerian brand of consumer electronics products

manufactured by Bomare Company. Distributed in North Africa and

throughout countries like Spain, Portugal, Italy and South Africa, the

company has an annual turnover of more than €90 million and employs

over 800 people.

At IFA, Bomare is presenting a wide range

of Stream System TV products and services,

including the Stream TV 19 series of 4K

UHD smart TVs that boast next-generation

aesthetics, image quality and sound. Integrated

with the Bomare content platform, ARENA,

which, in collaboration with FOXXUM, offers

diverse streaming, IPTV, VOD, and gaming

applications, the Stream TV 19 includes Dolby

Digital Plus and a demodulator that reduces

power consumption.

All models in the 19 series are equipped with

screen sharing options via applications such as

Miracast that allow screen sharing as well as

TV remote control via a smartphone, or Imirror

to connect Apple devices. The new TV range

has been released in 58’’ and 75’’ models.

For Ali Boumediene, General Manager and

founder of Bomare Company in 2001, IFA

Global Markets is an important opportunity

to present a unique range of products and

services to the international market, and

therefore expand beyond its North African and

European markets. “Our presence at IFA Berlin

is a part of our internationalisation strategy

and confirms our great ambitions,” he said.

Bomare also makes smartphones, tablets,

digital interactive displays, monitoring cameras

and smart wall displays

STATION-Berlin

Hall S1 Stand 103

POUT DESK-ORGANISER

APPEALS TO THE SENSES

Bros & Company is at IFA Global Markets

with Pout, a desk-organising system that

includes products under the sub-brands:

Eyes, Ears, Nose, Hands. The Eyes range

includes aluminium laptop stands that appeal

to Apple users. Ears are Bluetooth speakers

and Hands include wireless charging mouse

pads. The Nose series, meanwhile, includes

an air purifier and humidifiers distinguished

by their modern design.

The Pout range has been developed from

the company’s social product development

platform Pallo. An innovative online

community, Pallo lets its members become

inventors or participators by submitting

ideas for products that Pallo should design,

manufacture, and sell. Inventors who submit

ideas (and participators who contribute) can

share in royalties based on product revenues.

The company was founded in Korea in 2013

by three friends who met in the military.

They work with distributors in Hong Kong,

Benelux, France, and Ukraine. However they

are also looking for new partners

STATION-Berlin

Hall S1 Stand127

The Pout deskorganising

system

10


BROUGHT

TO YOU BY

TRADE TALK

SENAO’S TRANSFORMATIONAL

JOURNEY

Senao is the largest distributor for handheld devices

in Taiwan with integrated marketing of consumer

electronic products. Since Chunghwa Telecom became a

major shareholder in 2007, Senao has set up distribution

points at Chunghwa Telecom’s authorised stores and

customer service centres throughout Taiwan, offering

instant and accessible service. Ken Lin, Senao’s Director

of Business Development, told us more about how

business has been evolving in the past year.

Senao has been transforming its

business core from traditional

retailing and distribution to a

multi-channel managementbased

business model. Although

our main business is mobile

and other consumer electronic

products right now, we are

focusing our channel strategy

and developing a more customeroriented

database to support

various product categories and

services through O2O strategy.

Since this is the second time

you are attending IFA what has

attracted you to come to the

event for a second year?

The value that IFA adds to our

business is that we are able to

study coming trends for smart

homes and home electronics and

explore new opportunities with

European brands. This is a great

chance to compare how vendors

and retail channels do their

business in different countries,

bringing new insights for us.

What are the main goals of your

visit?

To explore new opportunities

for bringing European brands to

Taiwan; to study Smart Home,

Smart Kitchen, and how 5G

technology will change daily life.

What are your thoughts about

the “philosophy” of this event as

opposed to other trade events in

your field around the world?

IFA’s main purpose concentrates on

how to bridge vendor and channel

to the general public. I think this is

a perfect distinction between IFA

and other trade shows

Ken Lin

Director of Business Development,

Senao

www.ifa-international.org IFA International • Wednesday 11 September 2019

11


EXCLUSIVE INTERVIEW

AUSTRALIAN DISTRIBUTOR

COUNTS ON IFA FOR YEAR-

END BUY

Exclusive interview: Alberto Zamudio – general manager –

Amber Technology – on his key reasons for coming to IFA

Based in northern Sydney, with around 80 agencies in its portfolio,

Amber Technology is one of the largest distributors of AV and home

technology to various parts of Australasia bringing high-end consumer

electronics from Europe and other parts of the world into Australasian

markets. We asked Amber’s General Manager Alberto Zamudio how

IFA fits-in to his purchasing plan.

The initial communication for the end of

year season happens around one month

before I get to IFA. You have to get your

“ducks lined-up”. But it’s really at IFA where

you do your face-to-face communication,

finalising the range for Christmas, having

a look what’s available for next year, also

bringing in existing retailer customers and

exposing them to the brands and ranges

and getting their feedback.

What do you perceive as being the key

trends in your market?

Smart homes are becoming just as popular

in Australia and New Zealand as they are

in Europe and the US. People in Australasia

are forward-thinking, early-adopters. They

are impressively globally-minded, despite

their faraway location.

What have you been looking for at IFA this

year?

I am here to look primarily for new brands.

Headphones have been around for a while;

portable audio has been around for a while.

My whole focus has been on trying to

find something that’s different... lifestyle

design-centric. This, and voice control in

the connected home. These are really the

key things. We’ve made a couple of new

contacts that I am hoping to secure after

IFA, for a Christmas launch.

What new trends have you observed?

The whole focus on design is becoming key

– around headphones, around true wireless

audio, even soundbars. It can’t just be about

audio quality any more. Audio is one aspect

of it, but now, when products are becoming

exposed visibly in your living space, you

want them to look good. That applies from

soundbars right through to portable audio.

For one of the suppliers we deal with, One

For All, their digital antennas are now very

much focused on looks – you don’t want

those ugly rabbit ears hanging out of your

cabinet. So it’s very much about how it sits

in your living space – as a decorative piece,

not just an antenna. Even those mundane

little things that we take for granted,

antennas, remote controls... they’re

becoming very design-centric.

IT’S ALL

ABOUT KEY SELLING

FEATURES: HOW DO

WE MAKE IT EASIER

FOR A CUSTOMER

TO TAKE THE RIGHT

PRODUCT OFF THE

SHELF?

How has the retail experience changed in

recent years?

Coming from a wholesaler point of view,

it’s not just about bringing in a product,

working on a GP margin and selling it to a

retailer. It’s all about key selling features:

How do we make it easier for a customer

to take the right product off the shelf? So

we invest a lot in our merchandising. In

Australia in particular, retailers are also

adjusting their purse strings in the context

of staff availability, so much of the focus

now is on merchandising and experiential

store environments. But it’s the brands that

have to do the selling, as they are the “silent

salespeople” on the floor, and as space is

increasingly at a premium, the products

always have to add value

Alberto Zamudio

General Manager,

Amber Technology

www.ifa-international.org IFA International • Wednesday 11 September 2019

13


EXCLUSIVE INTERVIEW

THERE WILL

BE 20 OPERATORS

OFFERING 5G BY

THE END OF THE

YEAR IN EUROPE

Anna Ahrens

Senior Research Analyst,

Mobile Handsets, IHS Markit

SWITCH ON TO 5G

5G has the power to drive the smartphone category into a new era.

No wonder it has been in such high profile at IFA

With the many announcements being made at

IFA regarding 5G, the future looks bright for a

mobile phone category that had stalled. We

spoke to Anna Ahrens, Senior Research Analyst,

Mobile Handsets, IHS Markit and started by

asking her about the market for 5G.

This IFA has been

very important for the

smartphone market, which

is one of the most dynamic

markets in the world right

now in consumer electronics.

5G is a big topic and we

have seen very important

announcements at IFA, which

will drive 5G adoption in

mobile devices.

Which were the key

announcements?

Samsung is including 5G in

the mid-range of its phones –

which is the first time that 5G

has come to the mid-range.

Initially, manufacturers

put 5G chips exclusively in

their flagship phones and

now, following Qualcomm’s

announcement at IFA,

Samsung is bringing the same

5G feature not only on its

flagship phones, but also to

phones in its 6 and 7 Series.

How has 5G advanced

around the world?

The first 5G network

was introduced in Korea,

followed by the US, and then

Switzerland came on board.

What is interesting about

5G in Europe, is that the first

phone Switzerland adopted

for its 5G introduction was

a Chinese manufacturer

(Operino).

Now we have tests across

Europe. The UK has started

with 5G; in Germany, we have

several cities and areas that

have started; and Finland,

Ireland, Italy and Spain are

coming with 5G. There will be

20 operators offering 5G by

the end of the year in Europe.

In Korea, there are already

one million people with a

5G subscription, and the

numbers are increasing very

fast, since its introduction

earlier this year. We estimate

that 9.5 million 5G units will

be sold this year globally,

with more than 400 million

units sold in 2023.

What are the barriers

to 5G from an end user

perspective?

The barrier is the

infrastructure at the

moment, not the hardware

of smartphones. The

infrastructure will come. In

this case, we are speaking

about the first hardware

being ready for 5G before

the infrastructure, which is

the first time in the history

of the infrastructure and

smartphone relationship.

For consumers, 5G brings a

new experience, with higher

screen resolutions, a lot of

artificial intelligence and

augmented reality – and

gaming, in particular cloud

gaming, is a big topic for 5G,

due to the high speed and the

amount of data that can be

transferred very fast.

What are the other

key developments in

smartphones?

Manufacturers are

increasing the active area of

the screen and new formats

include foldable screens;

Samsung, for example, is

launching a foldable screen,

5G smartphone at IFA.

The foldable market will

be challenging, primarily

down to the price of the

latest devices, but it also

has some potential. At the

price points that exist right

now, it is difficult to achieve

large numbers of sales. We

are estimating 500,000 this

year and we believe it will

increase to about 40 million

in 2024.

5G will definitely drive

smartphone sales

14


NOMADIC

LIFESTYLE PART 2

IFA

My Media

IFA

Audio

Entertainment

IFA

IFA Home

& Entertainment

Electronics

THE AGE OF CONNECTIVITY

€210bn

Consumers

spent €210bn

on smartphones

worldwide in the

first half year of

2019.

Source: GfK

€110.5bn

The global mobile

phone accessories

market is expected

to reach €110.5bn

by 2025.

Source: Future Market Insights

29.8%

172.2 million

wearables were

shipped in 2018.

Smartwatches

accounted for

29.8% of all

wearables.

Source: IDC

For the second part of our Nomadic Lifestyle

report, we start by reviewing some of the

key product innovations unveiled at IFA

Berlin 2019

As IFA draws to a close, it’s

clear that products catering

for today’s on-the-go

lifestyle remain priorities

for leading players. Across

mobiles, wearables and

audio, visitors witnessed an

array of innovations.

Huawei and Qualcomm

both introduced powerful

chip sets that will support

the imminent global rollout

of 5G mobile devices.

With the latest editions

of the Huawei Kirin and

Qualcomm Snapdragon

chips coming to market, 5G

mobile consumers will soon

be able to enjoy amazing

gaming, video and music

experiences on the move.

As for the manufacturers

themselves, Samsung used

IFA to unveil its eagerly

awaited Galaxy Fold.

With its unique ability to

expand to near tablet-like

dimensions, the phone is

available in a 5G-ready

version.

Competing for attention

with Samsung’s Galaxy

Fold at IFA 2019 were

the LG V50 ThinQ 5G

smartphone, with its

6.4-inch OLED FullVision

display; Huawei’s new P30

Pro; TCL’s flex, offering

powerful features and

Sony’s Xperia 5 mobile

phone.

Sony also used IFA to

introduce the neckband

style WI-1000XM2, the

latest upgrade to Sony’s

1000X series of wireless

headphones. Richard Yu,

CEO of Huawei Consumer

Business Group, unveiled

the company’s new

wireless earphones, the

Freebuds 3. Elsewhere,

Pioneer revealed its S6

Wireless Noise Cancelling

Headphone.

Also delivering

innovations in Nomadic

lifestyle are companies

such as Belkin, which

strive to deliver

seamless connectivity to

consumers through

its range of premium

accessories. Fastcharging

is a

key area for the

company, and is

in strong demand

from consumers

who need to

charge their

devices quickly when

leaving home in a hurry.

On the wearables front,

Garmin came to IFA with

three new products.

These include the Fenix

6, a multisport GPS

watch with the option of

the company’s first ever

solar power feature, the

Vivomove, a fashionable

hybrid smartwatch, and

GPS smartwatch the

Venu. Jitesh Ubrani, senior

research analyst for

IDC Mobile Device

Trackers, adds

that “the

market

f o r

earworn

wearables has grown

substantially this past

year and we expect this

to continue in the years

to come. Added to the rise

of smart assistants and inear

biometrics, companies

have the perfect formula

to sell consumers a device

that’s complementary to

the ecosystem on their

wrist and in their pocket”

© Messe Berlin GmbH

Miss IFA showcases

the Pioneer S6

Wireless Noise

Cancelling Headphone

from Aqipa Gear Guru

www.ifa-international.org IFA International • Wednesday 11 September 2019

15


NOMADIC LIFESTYLE / PART 2

STORAGE

PRODUCT SPOTLIGHT

IFA

My Media

PREMIUM SSD FROM INTENSO

At IFA this year Intenso have

presented one of the fastest

backups in a small format.

Intenso’s external SSD Premium

Edition can save data, including

photos and videos, in the shortest

time possible. Thanks to the USB

3.0 interface, even large amounts

of data can be transferred with

up to 320 MB/s. This is ideal for

travelling, as the Intenso SSD

is the perfect companion. Its

compact in size fits into every

pocket and being a SSD it is shockresistant

and silent. Additionally, a

high-quality and robust anthracite

metal housing protects the data.

Be it professional or amateur, for

photographers and videographers

alike this external SSD allows

their memory-intensive data can

be secured quickly and reliably.

» HALL 17 / STAND 206

KEY SELLING


POINTS

1 / Compact and robust

2 / Saves data quickly

3 / Shock resistant and

silent

SEAGATE STYLE,

SMALL AND FAST

Seagate’s One Touch SSD is

targeted at users wanting

portability and style. The pocketsized

unit comes in either white

or black woven fabric featuring

a type of textured surface, giving

it a less metallic appearance. The

One Touch SSD Special Edition

features patterns in red, green,

blue and white, giving them a

fashionable edge. For backing

up photo memories to sharing

documents and videos, One

KEY SELLING


POINTS

1 / Unique fashion-inspired

design

2 / Pocket sized

3 / Available in various

colours

Touch offers an effortless storage

solution wherever and whenever

it is needed. The capacities vary

with the One Touch SSD models

offering a regular 500GB drive and

a 1TB version.

» HALL 17 / STAND 102a

GREAT MEMORIES

FROM TOSHIBA

KEY SELLING


POINTS

1 / Faster than SATA

performance

2 / Gaming-grade

3 / RC500 offers up to 1 TB in a

single-sided module

Toshiba Memory Europe is

highlighting two new gaminggrade

M.2 NVMe SSDs:

the RD500 and the RC500. Both

high-performance SSDs they’re

tailored to high-end gaming rigs,

PC builders and those looking for

upgrades of their existing systems.

The RD500 is available in 500GB,

1TB and 2TB while the RC500

comes in 250GB, 500GB and 1TB.

These models are built to deliver

faster-than-SATA performance;

the RC500 Series uses a fourchannel

controller that is ideal for

users requiring faster solutions

for mainstream PCs. It is available

in capacities up to 1 TB in a singlesided

module.

Toshiba Memory Europe will

change its name to Kioxia Europe

from October 2019. Kioxia

combines the Japanese word

kioku meaning memory with the

Greek word axia, meaning value.

» HALL 17 / STAND 104

KEY SELLING


POINTS

1 / Compact design, big

capabilities

2 / Storage is expandable

3 / Compatible with Mac

and Windows

LOTS IN STORE

FROM SANDISK

One of the more stylish storage solutions

offered at IFA comes from SanDisk. The

SanDisk Extreme Pro CF Express Card Type

B offers capacities up to 512GB with read/

write speeds of 1700MB/s and 1400MB/s

respectively. For those needing more space,

the SanDisk Extreme Pro SD UHS-I comes

with 1TB of storage, while the SanDisk

iXpand Flash Drive Go aims to add more

storage to iOS devices. It is also designed

to work with both Windows and Mac. The

SanDisk Extreme Portable SSD is equipped

with a USB 3.1 Type-C connector and also

includes a USB Type-C to Type-C cable and a

Type-C to Type-A adapter.

» HALL 17 / STAND 201

16


NOMADIC LIFESTYLE / PART 2

TELECOMMUNICATION

ADVERTORIAL

IFA

My Media

WE IDENTIFY THE NEEDS

OF THE CONSUMER AND

DESIGN PRODUCTS FOR THEM.

A KEY DIFFERENTIATOR IS THE

AMOUNT OF TESTING AND

RESEARCH WE DO.

Stephanie Willems

VP Sales EMEA, Belkin International

BELKIN BRINGS THE CONNECTED

WORLD TO LIFE

Fast-growing firm delivers premium accessories that enable workers and

consumers to realise their desire for seamless connectivity

Founded in 1983, Belkin International’s mission has

always been to create products that help people realise

the power of technology and make people’s lives better,

easier and more fulfilling. At IFA Berlin, IFA International

asked Stephanie Willems, VP Sales EMEA, about Belkin’s

priorities during the show.

What’s the news from Belkin at IFA?

On the product side, Belkin’s

Connected Things division,

within the newly merged Belkin

International and Foxconn

Interconnect Technology (FIT) entity,

has unveiled its Thunderbolt 3 Pro

Dock. This comes at a time when both

corporate offices and co-working

spaces are embracing the idea of

“hotel desks”. These unassigned,

operating-system-agnostic desks are

based on the premise that employees

should be able to work wherever and

whenever they want without their

productivity being interrupted. The

ability to connect seamlessly without

compromise is key for workers and

consumers.

More widely, IFA visitors will see

how our portfolio increasingly

supports a truly connected world,

from home to work and on the

go. We’re focused on delivering

solutions built on consumers’ desire

for easy connectivity with the aid of

premium accessories.

How is Belkin responding to

changing consumer demands?

We react quickly to consumer

needs, creating products from the

consumer’s perspective. Take fast

charging, for example, and what

that means to a consumer. We

optimise the power that we project

into the device and the device pulls

from the charger – or the wireless

charger – to make sure that it

gives the fastest charge possible. It

sounds simple, but the difference

to the user is immeasurable. It

means getting more done without

disturbance or delay.

Our mission is to enhance the

experience at home, in the office or

on the go. Of course, mobility is key

for today’s consumer and we expect

the industry to adopt fast charging

as standard. While wireless charging

has attracted a lot of attention,

speed is essential. When you have

to leave your house or work in 30

minutes and forgot to charge your

phone, the value and marketability

of fast-wire charging is clear.

Is Belkin focused solely on charging

solutions?

No, we are focused on products that

meet consumer needs across the

mobile connectivity spectrum. For

example, the accessories market is

growing at a strong pace. According

to Future Market Insights, the global

mobile phone accessories market

is expected to reach €110.5bn by

2025 due to strong demand both for

protective covers and power banks.

How does Belkin’s product strategy

differ from competitors?

We try to identify the needs or unmet

needs of the consumer and design

for them. A key differentiator for us

is the amount of consumer testing

and research we do to get more from

hardware and charging. There is a

young, digitally savvy generation

that thoroughly researches the

products they buy and won’t accept

compromise in design or performance.

That’s our focus. We say that we

create people-inspired products,

because people are the heart of

everything we do.

How has the incorporation of

Linksys impacted Belkin?

The relationship between Belkin

and Linksys has resulted in a truly

encompassing portfolio of products

that spans connectivity and mobile

needs at home, in the office and on

the go. We are partners in bringing

to life the connected world for the

consumer and business

» HALL 3.2 / STAND 204

www.ifa-international.org IFA International • Wednesday 11 September 2019

17


NOMADIC LIFESTYLE / PART 2

GAMING & LAPTOPS

PRODUCT SPOTLIGHT

IFA

IFA Home

& Entertainment

Electronics

NEW GAMING PHONE BY ASUS

In its 30th anniversary year, ASUS

is at IFA with its 13-year-old gaming

sub-brand Republic Of Gamers

(ROG) to showcase several new

products, including the ROG Phone

II. Aiming for the three pillars of

best-ever performance, battery

life and immersive experience,

the second evolution of this

smartphone has already proved

successful in China: in July it

sold out the initial run within 73

seconds and took over 2.5 million

pre-orders. When it releases

in Europe in October, gamers

can expect a landscape-aligned

6.59in screen with curved-edge

strengthened glass, a 6000mAh

KEY SELLING


POINTS

1 / Qualcomm’s Snapdragon

855 Plus processor

2 / 6000mAh battery for

extended playing time

3 / Corning Gorilla Glass 6

armoured screen

battery, twin speakers with DTS:X

Ultra processing, the elusive 3.5mm

headphone jack and – crucially for

the highest-possible performance

– Qualcomm’s Snapdragon 855

Plus processor. It has desktopclass

12GB of LPDDR4X RAM to

provide both high capacity and high

bandwidth, as well as up to 512GB

of UFS 3.0 storage for lightningquick

app installs and game loading.

ROG have already secured deals

with major publishers to ensure

popular games are available on

their mobile platform.

» HALL 12 / STAND 110

HEADSET OF

THE GODS

Named after ‘leetspeak’ –

the coded language used

by gamers – Danish gaming

peripherals company L33T

has a new range of products

on display at IFA under a

distinctive Viking mythologybased

brand concept. The

tattoo-style raven logo

represents Odin’s familiar

which hovered over the

battlefield, much like an RPG gamer.

It’s a fun idea, using Norse heritage to

give all products a fantasy theme, even

extending to categorising headsets as

‘helmets’, mice as ‘hand-weapons’ and

mousemats as ‘shields’. The Gjallarhorn

headset is named after a horn used

by the gods to call armies to battle. It

is a sturdy but relatively light headset,

with a flexible light-up microphone

and the raven logo illuminated in RGB

on each ear.

» HALL 12 / STAND 109

KEY


SELLING

POINTS

1 / Gamer-focused design

with full RGB light

2 / Built-in flexible

microphone

3 / Self-adjustable

headband

ACER: SWIFTNESS AND LIGHT

Targeting media professionals and

“creators”, Acer claims the new

Swift 5 is the world’s lightest 14in

clamshell laptop. But with its powerful

NVIDIA graphics card, 10th Gen

Intel Core processors for accelerated

AI performance, 56Wh battery for

long battery life, and nearly three

times faster wireless speeds, it can be

an option for gamers needing to play

well away from the PC. Innovations

include an embedded fingerprint

reader for security and convenience,

fast charging and a lightweight but

strong magnesium-lithium chassis..

» HALL 12 / STAND 102

KEY


SELLING

POINTS

1 / 12.5 hour battery life

2 / Lightweight at only

990g

3 / Narrow-bezel 14in

FHD IPS touchscreen

SHARPEST CUT

BY RAZER

The holy grail of gaming is the

portable laptop that’s optimised

for performance so users can

continue PC gaming while

on the move. San Francisco

and Singapore-based gaming

lifestyle brand Razer is about to

release the Blade Stealth, which

could be the smallest, lightest, thinnest, most

powerful gaming laptop yet. At 13in diagonal,

0.66in thick and with a matt black anodised

aluminium shell for strength and style, its

NVIDIA GeForce MX150 (25W 4GB GDDR5

RAM) graphics pushes more pixels, especially

important if the user is playing a multiplayer

online battle arena (MOBA) game at 60fps.

KEY SELLING


POINTS

1 / Ultra light and ultra thin

2 / 100% sRGB colour

saturation for exceptional

visual clarity

3 / Quad-core Intel Core i7

processor with turbo boost

for maximum performance

» HALL 12 / STAND 101

18


NOMADIC LIFESTYLE / PART 2

HEADPHONES

PRODUCT SPOTLIGHT

IFA

My Media

IFA

IFA Home

& Entertainment

Electronics

IFA

Audio

Entertainment

PHILIPS BLENDS DESIGN

AND TRUE WIRELESS IN NEW IN-EAR

HEADPHONES

Following the earlier success

of the two companies’

collaboration, Philips TV &

Audio and legendary Danish

silversmith Georg Jensen are

extending their partnership to

launch a luxury true-wireless inear

headphones.

stylish finish. Philips claims that

the headphones feature easy

to use touch controls to play,

pause and answers calls handsfree.

Additionally, an infrared

detector automatically pauses

the music when the earpiece is

pulled out of ear.

THE FRENCH TOUCH

AND A BUDGET SOUND

KEY SELLING


POINTS

1 / Excellent value at €30

2 / Four different functions in

one

3 / Fashionable brushed steel

pads

Inspired by Georg Jensens’

famous slate blue high-polished

steel design, the JT600 in-ear

headphones are crafted using

real materials such as metal and

premium Kvadrat cloth, which

Philips says ensures a robust and

» HALL 22 / STAND 101

KEY SELLING


POINTS

1 / True wireless v5.0 technology

headphones

Shine is a new wireless headphone

range from French audio accessories

designer T’nB, which boasts a 4-in-

1 functionality – built-in radio,

microSD card reader, Bluetooth

or wired capability and handsfree

calling kit. It also aims to be a

fashionable youth-oriented product,

thanks both to its affordable price

point and its availability in a variety

of colours including ‘Army Green’ as

well as the Tricolore of red, white

and blue. The company has a wide

range of other wireless headphones

and earphones on display at IFA, with

eye-catching colourways and names

including #Hashtag and Fizz.

» HALL 3.2 / STAND 115

2 / 6 hours of playtime with an

additional 12 hours with

charging case

3 / Stylish design with highly

polished slate blue steel

earbud caps

KEY SELLING


POINTS

RADICAL MOVES

FROM SKULLCANDY

Based at the foot of a mountain trail

in Park City, Utah, US, Skullcandy has

established itself as a manufacturer

of audio accessories as well as a

freesports lifestyle brand. The new

Crusher ANC wireless headphones

contain some smart innovations for

the music lover, not least the hearing

profile test software that tunes the

device to the user’s unique aural

fingerprint; and haptic drivers that

create physical pulses to complement

bass. Launched globally at IFA, the

latest in the Crusher line includes

advanced noise cancelling (ANC) and

KEY SELLING


POINTS

1 / Pioneering new audio

personalisation technology

2 / Advanced noise cancelling

capability

3 / Haptic drivers for added

immersion

will be priced at €99 when released

next month. Several colourways will

be available.

» HALL 1.2 / STAND 202

1 / Best-ever in-ear noise

cancellation

2 / High-quality upscaled audio

quality playback

3 / Neckband design for

comfort and security

SONY MAINTAINS

HIGHER GROUND

Sony’s latest WI-1000XM2

wireless neckband earbuds

offer the company’s bestever

in-ear sound quality,

squeezing a Hybrid Driver

System containing a 9mm

dynamic driver and Balanced

Armature driver into the

small and angled earphone

design. The built-in noise

cancelling processor QN1

features 32-bit Audio Signal

Processing, high-quality

digital to analogue conversion

and a headphone amplifier.

This ensures a high signal-tonoise

ratio, with a low level of

distortion, for music playback

with superior quality. Digital

Sound Enhancement Engine

HX upscales compressed

digital music files including

MP3 formats, to bring you

closer to the quality of High-

Resolution Audio.

Sony’s focus is typically on

high-end sound reproduction,

but other features include

a battery life up to 10 hours

and quick charging capability,

which means 10 minutes of

charging equips you with 80

minutes playing time. The WI-

1000XM2 will be available in

black or gold from January

2020 at around €330. .

» HALL 20 / STAND 101

www.ifa-international.org IFA International • Wednesday 11 September 2019

19


REGION

SPOTLIGHT ON

JAPAN

JAPAN STARTUPS CREATE INTERFACE BETWEEN

CYBERSPACE AND REALITY

Having revolutionised tech in the 20 th century, Japan is again investing

in young pioneers

From the Sony Walkman to

Playstation, Japanese companies

once led the world in consumer tech

innovation. But though Seoul and

Silicon Valley have since dominated

the digitised CE market, Japan is

again breaking new ground on the

technology frontier at the interface

between humans and machines.

As cyberspace and reality become

increasingly integrated, a new

Japanese government initiative

called Society 5.0 is encouraging socalled

J-Startups to create AI and IoT

technologies that can be seamlessly

accessed, especially in an ageing

society.

That is why Japan, with the backing

of the Ministry of Economy, Trade

and Industry, is the first Global

Innovation Partner at IFA Next.

“The interface between machines

and humans is very important,

that is why we have created the

‘Interface with Consideration and

Sensibility’ concept at IFA Next,”

Masaki Nagamoto, Deputy Director,

IT Industry Division, at Japan’s

Commerce and Information Policy

Bureau, told IFA International.

With 20 J-Startups from among

10,000 in Japan selected to come

to Berlin for the first time, visitors

to the Japan Pavilion at IFA Next

have the chance to experience far

eastern future technologies for the

senses. These include the Pixie Dust

Technologies’ Holograph Whisper,

a speaker that delivers sound to a

target person via ultrasonic waves

for a “magical experience”; or QD

Laser’s Retissa Display, glasses

that project images directly onto

the retina using a tiny projector,

and which thus overcomes sight

impairment. Looking further into

the future, SkyDrive is presenting its

“affordable, reliable and safe” flying

car that aims to democratise air

travel for the mass market by 2023

HALL 26 STAND 213

Cutting the ribbon

at the IFA Next

Japan Pavilion

WEAR SPACE

A unique wearable device

designed to aid concentration

by blinkering sight and hearing

via a partition that controls

the field of view, and noisecancelling

headphones, Wear

Space is pitched at workers in

open offices and digital nomads

on the go who need to find a

quiet personal space where they

can focus. Created by Tokyobased

J-startup Shiftall, and with

investment from Panasonic, the

stylish device is produced by the innovative Future Life Factory and can be

adjusted according to the level of concentration desired. It has also been

adapted to complement individual fashion choices through a partnership

with Kunihiko Morinaga, creator of the fashion brand Anrealage. The highdesign

Wear Space has already won a Red Dot Award for the “best of the

best” and is being presented for the first time at IFA

HALL 26 / STAND 210

LOOKMEE NAP CHECK

UniFa has been a leading

babytech startup in Japan

since 2013, with more than

4000 child care centres using

its IoT products and services.

At IFA NEXT, the J-startup is

showcasing the LookMee Nap

Check, which it claims is the

world’s first IoT system dedicated

to afternoon sleep checking in

childcare centres. In order to

detect any problems that may

arise as a baby sleeps, such as

unwanted on-stomach sleeping or a concerning lack of movement leading

to SIDS (Sudden Infant Death Syndrome), an alert is sent via an app to

a smartphone or tablet. The product seamlessly integrates with other

UniFa healthcare products such as the LookMee Thermometer, an IoT

thermometer system that allows users to measure and monitor babies’

and children’s body temperature in seconds

HALL 26 / STAND 210

20


© Thomas Keller

HOSPITALITY / RESTAURANTS / BARS

CLUBS / EVENTS / SHOPPING / CULTURE

Berlin City Palace: a Baroque revival

Visitors might be amazed by the amount

of building work surrounding the Baroque

silhouette of Berlin City palace. Like a

phoenix, the impressive palace is rising

again, after vanishing from the cityscape

for half a century. The extraordinary saga of

the reconstruction reflects the tumultuous

history of the German capital.

The campaign to rebuild Berlin’s most

iconic monument - it’s royal palace - had

been gathering momentum for years, amid

much public debate. Founded in 1443 as the

residence and fortress for the Hohenzollern

Dynasty, it was designed in Baroque style by

the architect Andreas Schlüter in 1698. The

finishing touches to the palace’s impressive

facades were made in 1845, with the

construction of the Neosander Portal, a

majestic entrance gate with a vaulted dome

overlooking Berlin’s main avenue, Unter Den

Linden.

The home of Prussian Kings and then the

Emperor, the palace was transformed into

a museum in the 1920s. But in February

1945, the palace was engulfed in flames

following heavy wartime bombing of the

city centre. Despite the extensive damage,

subsequent years saw it being used to house

art exhibitions.

While experts believed that the palace could

be restored to its former splendour, the new

Communist authorities in East Germany

had another plan. Considering it a symbol of

Hohenzollern imperialism, they demolished it

in 1950 to make way for a large empty space

used for political parades. Only one gate

survived and was preserved and absorbed

into the nearby State Council of the GDR,

which is today a private school of economics.

In the 1970s, the East German government

built a modernist structure, the Palace of the

Republic. It stood there for 25 years until

the unified German government decided to

rebuild the palace, despite controversy about

the €600 million bill. Work began in 2012,

and this year marks the end of a massive

reconstruction project, creating a new gem in

Berlin’s historic centre.

Originally due to open in September, the

inauguration has been delayed by a year.

However, surrounding gardens provide

multiple possibilities for taking pictures while

visitors can admire the talent of German

craftsmen who recreated its Baroque glory.

Next year, the ground floor and first floor will

be opened welcoming exhibitions of Berlin

City Museum, shops, restaurants and coffee

shops as well as meeting rooms. And in 2021,

it will become home to the Ethnology and

Asian Arts Museum

© Luc Citrinot

www.ifa-international.org IFA International • Wednesday 11 September 2019

21


Restaurants

ROGACKI

Part deli, part food market, this former stable has

been a family operation since 1928, and is a great

place to pick up fresh food and drink to go, or stay

and eat in the bustling atmosphere at the stand-up

tables. Polish delicacies as well as oysters, wine and

smoked fish are specialities but there are hundreds

of different cured meats, cheeses and vegetables

being prepared at dozens of counters.

Opening hours: Mon to Wed 9:00 am - 6:00 pm; Thur

9:00 am - 7:00 pm; Fri 8:00 am - 7:00 pm; Sat 8:00

am - 4:00 pm; Closed Sundays

Rogacki

Wilmersdorfer Str.145/46, 10585 Berlin-

Charlottenburg

Tel: +49 (0)30 343825-0

www.rogacki.de

Metro: U Bhf Bismarckstrasse U2 U7

of massive statues of Russian soldiers leading to

a three-meter granite Mother Russia - a woman

grieving for her fallen sons as two soldiers kneel

at the below - and contains some of the most

impressive examples of Socialist realism art in the

city.

Soviet memorial

Am Treptower Park, 12435 Berlin

Metro: S Treptower Park S8 S9 S42 S45 S46

Soviet war dead honoured

FAT TIRE TOURS

While it is impossible to miss the proliferation

of on-demand electric scooters and bikes by

the likes of Lime and Jump on the streets of

Berlin, there is still merit in signing up for one

of the many traditional bicycle tours offered by

companies such as Fat Tire Tours. From a very

inexpensive three-hour option – during which

one can still see most of the city’s highlights

like the Reichstag, Brandenburg Gate, Berlin

Cathedral, Potsdamer Platz and Checkpoint

Charlie – up to longer more speciality trips

highlighting food and drink, or WWII sites,

cycling tours are an ideal option if you want to

combine exercise with expert tour of the city.

Opening hours: Everyday, 9:30 am - 8:00 pm

Fat Tire Tours

Panoramastrasse 1a, 10178 Berlin

www.fattiretours.com/berlin/

+49 (0)30 24 04 79 91

Museums & Exhibitions

URBAN NATION

MUSEUM FOR URBAN

CONTEMPORARY ART

Two years since opening its doors in

Bülowstrasse as the formal base of Berlin street

art collective Urban Nation, this art gallery has an

impressive collection of street and contemporary

urban art, and is located in a part of the city

whose walls are already adorned with public

works.

The architecture and exterior surfaces are

canvasses themselves, turning the building into

an artwork in its own right. The interior of the

museum, designed by Graft Architects, moves the

street indoors with a catwalk stretching across the

entire two-storey interior, allowing the exhibited

works to be observed both from a distance and

close up. Pieces by world famous artists like

Banksy and Shepard Fairey sit alongside cuttingedge

newcomers in the permanent collection.

Opening Hours:

Tuesday to Sunday, 10:00 am - 6:00 pm

Urban Nation

Bülowstrasse 7, 10783 Berlin, Germany

https://urban-nation.com

Metro: U Nollendorfplatz U1 U2 U3 U4

Street art on show

Take a guided bike tour

Polish delicacies at Rogacki

Sightseeing

SOVIET MEMORIAL

TREPTOWER PARK

2019 sees the 30th anniversary of the end of the

Berlin Wall. While memories of Berlin’s division

are fading with each passing year, memorials

to these darker times in the city’s past remain,

including the Soviet Memorial in Treptower Park

where 7,000 soldiers are also buried.

The memorial to the 80,000 soldiers that died in

the fight again National Socialism is a boulevard

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