IFA International 2019 Review Edition

cleverdis

REVIEW

EDITION

Monday 23 September 2019

CONTENTS

03 > NEWS

11 > IFA NEXT

12 > IFA+ SUMMIT

13 > SHIFT AUTOMOTIVE

17 > TRADE TALK

18 > EXCLUSIVE INTERVIEWS

24 > STAND OUT STANDS

28 > SEEN @ IFA

34 > FEEDBACK FROM SHOWFLOOR

36 > THANK YOU

37 > WHERE TO GO IN BERLIN

THOUGHT LEADERS

Jens Heithecker

Executive Director, IFA

5G is the standard of the future and

that’s why it has been so important this

year at IFA

Read page 18

I.P. Park

President and CTO, LG Electronics

There are three elements to our AI

approach – evolve, connect and open.

Read page 21

WOW! WHAT A SHOW…

IFA 2019 takes visitors to the edge of innovation, with voice,

artificial intelligence and 5G

Record numbers of

exhibitors, new products and

international trade visitors

were the key takeaways from

this year’s IFA.

IFA turned out to be another

major success story with

nearly 2,000 exhibitors,

245,000 visitors, and a new

record for international

attendance, with more

than 50% of trade visitors

coming from abroad. Three

big technology trends

dominated IFA across both

consumer electronics and

home appliances: voice,

artificial intelligence and

connectivity, especially given

the rapid roll-out of highspeed,

high bandwidth 5G

mobile networks.

Media attendees sent

coverage to 160 countries,

with major interest centring

on IFA Keynotes outlining

the future of 5G, streaming

media and sustainability.

IFA NEXT was packed this

year, with Japan as first

Hans-Joachim Kamp

Chairman of the Supervisory Board,

gfu Consumer & Home Electronics

Global Innovation Partner,

SHIFT Automotive explored

the Future of Mobility with

AXA, BMW, Daimler, Ford,

Fujitsu, VW, and IFA Global

Markets strengthened its

position as Europe’s largest

IFA TURNED

OUT TO BE

ANOTHER MAJOR

SUCCESS STORY

sourcing show. In this review

edition, we field comments

from the key players looking

back at the show that was.

See our exclusive interview

with Hans-Joachim Kamp,

Chairman of the Supervisory

Board of IFA organizer

gfu Consumer & Home

Electronics (page 20).

The easiest way to describe

this year’s IFA? Wow! What

a show!

Martin Ludwig

Senior Vice President Consumer

Goods, International Strategy & Product

Creation, WMF Group

In general, design and quality are crucial to

WMF. We expanded our successful Ambient

and Lumero product ranges at IFA.

Read page 23

SEEN @ IFA

In this review edition of IFA

International, we take you for

a post-show tour of a selection

of products which, if you didn’t

see them while you were at the

showground, definitely deserve

a second look. Covering all

product categories, there was

a huge swathe of innovations

at the show – of course too

numerous to cover them all.

In any case, we are sure our

selection from page 28 will open

more than one eye.

© Messe Berlin GmbH.


NEWS

BROUGHT

TO YOU BY

EDITORIAL

Richard Barnes

Editor-In-Chief

IFA – INCREASINGLY

INTERNATIONAL

This publication’s name “IFA INTERNATIONAL” is

increasingly apt when it comes to describing the

show. Especially this year. Why more now than

before? Because for the third year in a row, more

than half of all the trade visitors attending IFA

came from outside of Germany. Added to this is

the fact that media from 160 countries attended

this year, and 2,800 of them were from outside

Germany.

What does all this mean? Basically, it means

there is no other consumer electronics and home

appliances event of this kind on the planet bringing

so many international trade visitors and press to

one place. Added to that, we have the fact that

IFA takes place at a crucial moment each year,

when final purchase decisions are being made for

stocking stores for the holiday season.

Dr Christian Göke

CEO, Messe Berlin

WHEN ONLY

THE BEST CAN DO

The advantages might seem obvious. This wasn’t

always the case. Eight or ten years ago, one

executive of the world’s largest electronics

manufacturers questioned why IFA wasn’t held

at the beginning of the year, when they had their

product launches. We suggested that perhaps

the product launches should be later in the year.

While I would not think that it might stem from

our conversation, it is interesting to note that

nowadays most companies are having important

product launches at this time, rather than at the

beginning of the year. As was also so wisely pointed

out by Mr Kamp of gfu (see page 20), not only

will there be more “buzz” for the holiday season

for these products, but the margins will be much

higher.

All this just goes to underline the fact – yet again –

that IFA is the right show, in the right place at the

right time

This year once again, IFA lived up to

its reputation as the world’s most

important trade show for consumer

electronics and home appliances.

“As an important driving force for trade and

industry and the world’s most important

platform for consumer electronics and

home appliances, IFA 2019 met the high

expectations. With its large number of

innovations, it has a positive influence on

the mood of the international markets. IFA

witnessed unexpectedly stable high order

volume in regard to the current market

situation which laid the foundation for a

successful year-end business,” explains Hans-

Joachim Kamp, Chairman of the Supervisory

Board of IFA organizer gfu Consumer & Home

Electronics.

“We are satisfied with the results of IFA

2019. Accordingly, the household appliance

industry is optimistic about the future. This

year too, IFA has strengthened its position as

the world’s significant trade show for home

appliances and made a positive contribution

to the market development,” states Dr.

Reinhard Zinkann, Chairman of the ZVEI.

Meanwhile, picking up a theme developed in

one of IFA’s most famous keynotes, by Albert

Einstein in 1930, Dr Christian Göke, CEO of

Messe Berlin, said that in today’s day and age

Einstein would probably “call on the best and

the brightest minds in the world, whoever

they are, and wherever they live, whichever

country they call their home, to pool their

knowledge and co-innovate to create a better

world”

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www.ifa-international.org IFA International • Monday 23 September 2019

3


BROUGHT

TO YOU BY

NEWS

PANASONIC PARTNERS WITH INDIE

STARTUPS TO DRIVE INNOVATION

After 100 years in the consumer tech business, Panasonic is going back

to its roots through coinnovations with startups who maintain creative

independence

“How are we evolving further for the next 100 hundred

years?” asks Anne Guennewig, General Manager Corporate

Communications at Panasonic, as the Japanese technology

pioneer celebrates a century of signature CE innovation.

“Coinnovation and cooperation are so important for

our business,” she adds, referring to a new policy of

“creating innovation potential” through partnerships with

independent Japanese startups.

One example of what Guennewig

calls a “speedboat startup” who in

recent years have received funding

from Panasonic but who continue to

develop their own distinct brand, is

Tokyo-based Shiftall.

One of the 20 startups invited

to showcase their wares at the

Japan Pavilion at IFA Next, Shiftall

epitomises the possibilities of

coinnovation with, among other

products, its DrinkShift IoT fridge

that never runs out of beer.

As Takuma Iwasa, Shiftall founder

and CEO, told IFA International,

the company is “infusing the latest

IoT technology with Japan’s wellrecognised

product design heritage.”

This fusion of latest software

capability and cool styling is

evidenced by the stylish DrinkShift

bar fridge customised for your

lounge and which restocks itself

via IoT tech - and a cloud fulfilment

service - that tracks your drinking

habits.

Such a quirky innovation is unlikely

to have got off the ground had Iwasa

stayed in his former job with the

Panasonic Group. While the legacy

brand was still focused on a lagging

TV market that it once dominated,

the Shifthall founder went out on

his own to pursue possibilities in the

burgeoning new world of IoT.

A couple of years ago, Iwasa

approached Panasonic CTO

Yoshiyuki Miyabi about a potential

collaboration. The technology giant

was just beginning its push into

startup coinnovation, and decided to

acquire half of its former employee’s

company. Nonetheless, Shiftall

maintains complete entrepreneurial

independence.

In an effort to also self-fund

innovations and promote the

product among the targeted

demographic, Shiftall crowd-funded

its Wear Space device that was also

on display at the Japan Pavilion. A

wearable device designed to aid

concentration by limiting sight and

hearing senses via noise-cancelling

technology and a partition that

controls your field of view, Wear

Space already won a Red Dot design

award when it was being developed

in 2017. Designed in coordination

with the Future Life Factory, Wear

Space typifies the human-machine

interfaces being created by socalled

J-Startups for a world where

cyberspace and physical space is

becoming highly integrated.

Panasonic followed a similar route

at IFA through its presentation of

products for “lifestyles of the near

future” that employ sensing and data

analysis technologies to monitor and

respond to our daily life routines. At

the Panasonic booth, for example,

the Future Area showcased a variety

of next-generation, wellbeingenhancing

care products such as

the Grow head care device that

identifies the condition of hair, and

improves the blood flow on the scalp

using infrared rays.

Like the Wear Space designed for

digital nomads working in open

or co-working offices, or workers

finding it ever more important to

create personal space where

they can focus, these devices are

ultimately designed to improve

daily lives through their seamless

simplicity

Takuma Iwasa

Shiftall founder and CEO

INFUSING THE

LATEST IOT TECHNOLOGY

WITH JAPAN’S WELL-

RECOGNISED PRODUCT

DESIGN HERITAGE

www.ifa-international.org IFA International • Monday 23 September 2019

5


BROUGHT

TO YOU BY

NEWS

KOREAN

INNOVATION ON

SHOW AT IFA NEXT

Korea’s Electronic and

Telecommunications

Research Institute

(ETRI) was at IFA to

demonstrate some of its

innovative advances, in the

areas of AI data learning,

IoT, factory systems and

human motion analysis. Dr.

Kim Hyun, Assistant Vice-

President, ETRI also chaired

a panel in the IFA NEXT

Innovation Engine on the

subject “ICT-enabled Smart

Factory”.

ETRI’s smart factory operation

control system can be used to

operate the factory of the future,

providing optimum customised

manufacturing based on 3D printing

and robots. A scale model of this

Factory as a Service (FaaS) process

was in operation at IFA. It can

manage the smart factory in real

time or analyse the operational

data using Internet of Things (IoT)

sensors, as well as reconfiguring the

manufacturing line using modular

design. This technology can be

applied to large scale manufacturing,

or to help smaller businesses quickly

produce experimental products.

ETRI researchers have developed a

web-hard illegal content elimination

system using internet of media

technology – where AI is applied to

information from various sources

to analyse the harmfulness and

authenticity of the data. They have

also invented a deep learning system

to help companies with data centres

improve the speed and accuracy

of deep learning, via a distributed

computing platform that enables

clusters to learn at up to four times

the rate of previous systems.

A scale model of ETRI’s smart factory

robotic and 3D printing process

The IFA stand also showed a

working example of ETRI’s AI human

motion analysis technology, which

recognises, records and analyses a

user’s actions and behaviour

The potential applications of this

technology vary from medical

rehabilitation and sports coaching to

perfecting dance choreography for a

K-Pop concert

ADVERTORIAL

LIFX UNVEILS WORLD’S

FIRST POLYCHROME

SMART LIGHT BULB

HISENSE

STRENGTHENS HOLD

ON EUROPE

Candle Colour, the world's

first Polychrome-enabled

smart light bulb

The Hisense stand at IFA 2019

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 Polychromepowered

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 was 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 launched 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

In line with its international growth strategy, China’s

Hisense Group encompasses three major brands:

Hisense, Gorenje and ASKO.

At IFA, key products on show

included the Hisense laser TV, the

hi-tech Gorenje refrigerator and

a range of ASKO luxury kitchen

appliances.

Since 2006, Hisense has pursued

a strategy of “brand globalisation”

with an annual growth rate of over

20%.

The European market is crucial

to this strategy and over 10

years it has built a sales network

for the German market and is

now expanding out to countries

including Spain, Italy, the UK and

France. The company has also

set up a European R & D centre

and manufacturing facility. As a

sponsor of the FIFA World Cup

and UEFA’s Euro 2016 and Euro

2020 tournaments, Hisense’s

brand awareness has grown

internationally

www.ifa-international.org IFA International • Monday 23 September 2019

7


BROUGHT

TO YOU BY

NEWS

TACTIGON SKIN (Still to come)]

TACTIGON SKIN: GESTURE

CONTROLLER WITH

ARTIFICIAL INTELLIGENCE

A startup incubated at PoliHUB in Milan,

Next Industries presented a wearable AI

innovation that allows users to control

their digital devices simply through body

movements. Designed to help facilitate the

shift to Industry 4.0, or the fourth industrial

revolution, Tactigon Skin’s (T-Skin) ergonomic

design makes it as elegant and light as a

bracelet, but with the power to control

laptops, speakers or even drones using a

Bluetooth low energy interface. Along with

magnetic and pressure readings, the device

measures linear and angular motion in realtime

to provide precise movement accuracy.

“I wanted to realise a simple, tiny and fashion

design device,” said Next Industries CEO

Massimiliano Bellino. “I wanted it to be used

both at work during business meetings and at

home to play with my child.” Users can freely

download several applications for the device

so it can be used across various formats such

as 3D, CAD, gaming and augmented reality

2018 China Household

Appliances Innovation

Award winners

CE CHINA TO HOST CHEARI

AWARDS FOR FIRST TIME

The 15 th China Household Appliances

Innovation Award, organised by longstanding

IFA partner China Household

Electric Appliance Research Institute

(CHEARI), will be presented at CE China

2019 in Guangzhou for the first time.

The CHEARI Awards event was hosted at

IFA in Berlin since 2009. Through the global

reach of IFA, it aims at promoting cuttingedge

Chinese home appliance innovations to

a worldwide audience.

Now global IFA event CE China, is providing

another stage on which to put innovative

products under the spotlight.

The number and quality of participating

projects and brands reached a new high this

year. Up to now the event has attracted a

wide range of leading home-appliance brands

including A.O. Smith, Bosch, Changhong,

Dyson, Gree, Hisense, Joyoung, Midea,

Robam, Sony, Siemens, Skyworth, TCL and

Vatti, covering refrigerators, washing and

drying machines, air conditioners, water

heaters, range hoods, gas stoves, air purifiers,

vacuum cleaners, microwaves and other

products.

Founded in 1964, CHEARI is a national-level

authoritative scientific research institution

specialising in household-appliance research,

engineering, standards, measurement,

testing, certification and other services

8


BROUGHT

TO YOU BY

NEWS

Jeremy Kaplan

Editor-in-chief, Digital Trends

HOW TRULY WIRELESS

HEADPHONES AND

NEW AUDIO TECH ARE

ENABLING ATHLETES

Jeremy Kaplan, editor-in-chief,

Digital Trends takes us on a tour

of the latest developments in the

(very) mobile audio field.

Consumer electronics and sports go hand-inhand:

today’s tech can plot a course down the

ski slopes, gauge the speed of your left hook,

and measure your exertion level in real time.

Yet innovation has sorely lacked around the

one thing that fuels athletes the most – the

beats that help us go the distance.

Apple introduced the iPod Shuffle in 2005,

MOST GARMIN

AND SAMSUNG

DEVICES, THE APPLE

WATCH, AND THE

MIGHTY VIBE CAN ALL

DOWNLOAD SPOTIFY

PLAYLISTS AND PAIR

DIRECTLY WITH

ONE’S BLUETOOTH

HEADPHONE

and it remained the gold standard for bikers,

runners, and other athletes for years;

Apple only stopped selling the darn thing

in 2017. Today, most people simply carry a

smartphone around; modern tech made your

workout that much more cumbersome. But

two recent innovations have finally allowed

us to drop the phones and MP3 files, making

it easier than ever to carry our audio with us.

Chief among these changes is Spotify, which

has left its smartphone prison and come

directly to the wrist, thanks to the Spotify

Connect API. With it, most Garmin and

Samsung devices, the Apple Watch, and the

Mighty Vibe can all download Spotify playlists

and pair directly with one’s Bluetooth

headphone – a simple act of untethering

that any athlete will find liberating. Sure,

the Apple Watch can do the same thing with

iTunes, but there’s a whole world outside of

the Apple ecosystem, and Spotify is the giant

in this space.

The other big change is the rapid increase

in truly wireless headphones. Pair some

directly to your fitness band and you’re off –

unencumbered by the weight of that phone

(not to mention the alerts that come with it).

By reducing the power consumption of the

Bluetooth chip, manufacturers are able to

build tiny wireless devices that sit in our ears

and last hours or even days. But radio signals

live and die based on the strength of the

signals that send them, as well as the energy

the receiver invests in straining to pick them

up. Dial the power down too far and sure,

you’ve got battery life for days. You just can’t

use the product.

Still it’s early days in audio, despite how far

we are from audio cassettes and the Sony

Walkman. Keep an ear out for advances in

this space. If manufacturers keep moving the

tech forward, we can all keep striving for the

extra mile

www.ifa-international.org IFA International • Monday 23 September 2019

9


BROUGHT

TO YOU BY

NEWS

SHOWSTOPPING GADGETRY

SHOWCASE BUILT PRE-SHOW BUZZ

ShowStoppers is an

invitation-only media

reception that gives

technology companies

at IFA the opportunity to

meet with more than 850

pre-qualified journalists,

analysts and industry

influencers. It’s especially

a chance for innovative

startups to cut through

the noise of a major trade

show that is inevitably

dominated by the PR

power of the major brands.

With some of the world’s most

influential technology journalists

and analysts under one roof

at Showstoppers, upcoming

tech brands were again able to

introduce and get exposure for

their new products and concepts

before the 2019 show had even

begun.

A relaxed ambiance facilitated

networking, conversations

and relationships that often

extend beyond the one-night

ShowStoppers event, with

journalists strolling among scores

of intimate stands in the vast

south entrance hall at the Messe

Berlin fairgrounds.

Standout exhibitors included

Paris-based Lexon, which showed

off its Oblio device, a stylish

vase-style wireless charging

unit that simultaneously cleans

and powers a smartphone with

a built-in anti-bacterial UV

sanitiser light that kills 99.9% of

germs in a 20-minute cycle, and

fully charges a mobile in around

three hours.

Also attracting attention was

PowerWatch, a smartwatch

that is charged by the wearer’s

own body heat. Utilising

thermoelectric energy makes

the watch ideal for use in remote

places. Such innovation was

also on show at the AfterShokz

stand. The “bone conduction”

headphones brand known for its

focus on situational awareness

and comfort through a unique

open ear design, was at IFA

with its new generation of “Air”

wireless Aeropex headphones

that transmit audio waves

to the inner ear through the

skull, bypassing the eardrums

completely

A packed Showstoppers at

the south entrance hall

10


JAPANESE STARTUPS

ARE EXPANDING INTO

FINTECH, IOT, AND AI —

BASICALLY, MAKING THEIR

OWN MARK ON THE WIDER

DEVELOPMENT TRENDS

AROUND THE GLOBE.

Masato Tanakai

Innovation and Intellectual

Property Department,

Japanese External Trade Organisation (JETRO)

THERAPY ROBOTICS AND MORE:

JAPANESE STARTUPS AT IFA

JETRO and METI kicked off IFA NEXT’s first-ever global partnership

“Interface with Consideration and Sensibility” was the

slogan of IFA NEXT’s very first global partner. The Japan

Pavilion consisted of two national institutions: the Japanese

External Trade Organisation (JETRO) and METI (Ministry of

Trade, Economy, and Industry). We caught up with Masato

Tanakai from JETRO’s Innovation and Intellectual Property

Department to find out more about the significance of the

partnership.

JETRO counts almost 60 offices

around Japan and, since 1992, has

had a German office in Berlin, initially

specialising in helping Berlin-based

and East German businesses get

a foot in the door of the Japanese

market. Under increasing demand,

JETRO also gained responsibility for

helping several northern German

federal states in 2000. In February

2019, the EU signed the Economic

Partnership Agreement with Japan,

making trade between Japan and the

open borders of the EU smoother

than ever before.

As technology plays an indispensable

role in consumers’ day-to-day lives

and therefore in the growth of

businesses, it is important to use

local strengths to produce global

results. With the special focus on

Japanese startups at IFA NEXT in

2019 and Berlin’s recent reputation

as a European startup hub, JETRO

not only continues a long-term

partnership with Germany, but

shows its dedication to giving a

first taste of publicity to younger

generations of innovators.

What kind of technologies are most

interesting to startups in Japan right

now?

Japanese startups are expanding

into fintech, IoT, and AI — basically,

making their own mark on the

wider development trends around

the globe. This year, the IFA NEXT

focus was on exciting topics such as

interconnected cities and the future

of mobility, which fits in perfectly

with what we are doing.

Tell us more about the collaboration

with METI.

Together with METI, we, JETRO,

have formed the Japan Pavilion

at IFA NEXT. We are its first

global partners, and as national

organisations in Japan, this is a

huge honour. We consider IFA

NEXT a world stage for rising

startups to show off their talents to

tradespeople and the general public.

What were the standout events for

JETRO at IFA?

JETRO participated in the official

ShowStoppers event, while METI

sponsored it. It was great to see

journalists enjoying product demos

and to know that the next generation

of innovators from Japan is getting

a bit of recognition over here in

Europe.

What were your favourite parts of

IFA?

We saw the Opening Gala and

thought it was very impressive.

Otherwise, it’s a pleasure to see

what other businesses are doing

around the world, see the trends, get

to experience it for ourselves. It’s

fun to think about where Japan and

Europe could be in the future.

What was the significance of JETRO

coming not just to IFA, but to Berlin?

I’m glad that Japan can collaborate

with Germany so that we can reach

European markets and, as is crucial

for startups, European investors.

In my opinion, the two countries’

cultures are actually quite similar,

especially when it comes to business.

For example, both of them respect

the importance of being on time.

More than that, Japan is the world’s

third-strongest economy if you

look at its GDP, and Germany is the

largest economy in the EU. Basically,

the sky is the limit!

www.ifa-international.org IFA International • Monday 23 September 2019

11


IFA+ SUMMIT

THOUGHT LEADERS

SHARE THEIR

VISIONS OF THE

FUTURE

Stuart Adcock

Head of the Facial Motion Department,

Weta Digital

Dr Shermin Voshmgir

Director of the Research Institute for Crypto

Economics at the Vienna University of Economics

The IFA+ Summit is IFA’s dedicated digital future thinktank.

With everything from big data to blockchain and AI

to 5G on the agenda, delegates at the 2019 edition were

treated to exceptional insights from leading thinkers,

global trendsetters and creative visionaries across

various disciplines.

WETA DIGITAL

SHOWS OFF

CUTTING-EDGE

EFFECTS

Examples of dynamic speakers

included Dr Shermin Voshmgir,

director of the Research Institute

for Crypto Economics at the

Vienna University of Economics,

who discussed why tokens, as an

application of blockchain, might be

as revolutionary as the emergence

of WWW as an application of the

internet.

Also on the IFA+ Summit stage

was Qualcomm Europe’s VP

of Technology Dino Flore, who

discussed how a combination of

“5G connectivity and computing

capabilities will bring about

new levels of performance and

efficiencies, enabling benefits

such as flexible manufacturing and

predictive maintenance.”

There was also an absorbing talk

by Parham Eftekhari, Executive

Director, Institute for Critical

Infrastructure Technology (ICIT)

about the role of cyber security.

Eftekhari’s focus was “the

importance of prioritising security

in a world where functionality,

design and profitability drive

decision-making.”

Day One’s tracks were entitled

“A Social Contract for the Digital

Age” and “Smart Connectivity,

Blockchain and a New Era of

Autonomy”. Day Two’s focal points

were “Learning Machines and Smart

Robots” and “New Experience

Spaces and Smart Design”.

Another exciting element of IFA+

Summit is that it provides an

opportunity to meet speakers offstage

in a relaxed atmosphere. At

the aptly-named “All You Can Meet”

at the Marshall-House, visionaries

and visitors came together to

exchange ideas over drinks and

dinner. The event was organised

by the Berlin Music Commission,

German Startups Association and

Berlinale

A highlight of the IFA+

Summit this year were

the presentations by the

special effects studio Weta

Digital. Their latest action

film creation, Gemini

Man, stars Hollywood

superstar Will Smith and

is directed by the Oscarwinning

director Ang

Lee, renowned for his

films, Hulk, Life of Pi and

Brokeback Mountain.

The script calls for a convincing

younger version of the star, Will

Smith, and among the guests at the

summit was Weta Digital’s Head

of the Facial Motion Department,

Stuart Adcock who has been in

charge of the unit since 2018. He

demonstrated the phenomenal

technical possibilities available in

digital facial animation, by showing

how it was possible to create a

completely digital, 23-year-old

Smith – in 4K and with a high

frame rate of 120 frames per

second. Adcock also discussed

what he believes will be the main

developments in cinema in the

near future.

Leading the special effects

workshop was the New Zealandbased

director, screenwriter, and

producer Peter Jackson, best

known for his Lord of the Rings and

The Hobbit trilogies.

Gemini Man tells the story of

a contract killer called Henry

Brogan, played by Smith. Brogan

suddenly finds himself at the

centre of a chase by a mysterious

young agent, who disturbingly,

seems to be able to anticipate

every one of Brogan’s steps in

advance. It comes to a climax

when Brogan is confronted by his

younger self

12


GOING THE EXTRA MILE…

AUTONOMOUSLY

A former Apple developer

relations specialist, Pejvan

Beigui has been CTO of

EasyMile, a company that

produces “autonomous

shuttles for the last mile”,

since 2014. We asked him

to recap his presentation

at the Shift Automotive

Conference for IFA

International readers.

I started by presenting the very

deep and meaningful impact

that autonomous vehicles will

have on our society, and why

there’s such a massive amount of

investment going into that sector.

I also discussed the different

approaches from companies such

as Tesla, Waymo and EasyMile.

And, with this vision in mind, I

tried to separate the dream from

reality, and what the road ahead

will look like.

Can you tell us a little more about

EasyMile and your activities?

EasyMile is a major actor in the

Mobility as a Service (MaaS)

revolution with our EZ-10

autonomous shuttle. We have

sold more than 110 and deployed

them in 20+ countries, from

Australia and Japan to the US. For

three years, we have also been

working on integrating our Level

4 autonomous stack in vehicles

from other manufacturers, such

as Alstom’s tramway, TLD’s towtractor

and a bus from IVECO.

How will roads become safer

with these solutions?

Over the past 15 years,

technologies under the umbrella

name of ADAS (Advanced Driver

Assistance System) have helped

make cars much safer than ever

before. Unfortunately, in many

circumstances, the driver needs

much more than just assistance

(drunk driving, texting while

driving, etc.). While it will take

a few years for autonomous

vehicles to prove their superiority,

these seem to be some of the low

hanging fruits that autonomy can

pick today

Pejvan Beigui

CTO, Easymile

I TRIED TO

SEPARATE THE DREAM

FROM REALITY, AND WHAT

THE ROAD AHEAD WILL

LOOK LIKE

THE CAR THAT THINKS

IT’S YOUR HOME

Sebastian Stegmüller

Mobility Innovation Dept., Fraunhofer IAO

Cars of the future will be much more than modes of

transportation, gradually evolving to become “homes

away from home”. This, at least, is the vision of MXT

lab, jointly founded by Fraunhofer IAO and McKinsey.

At Shift Automotive this year, Sebastian Stegmüller,

who heads Mobility Innovation at Fraunhofer IAO,

outlined work in the new innovation lab. We asked

him to tell our readers more:

The MXT Lab initiative is not

only a think tank but has also a

physical home at the Mobility

Innovation Lab - a laboratory

located at Fraunhofer’s Center

for Virtual Engineering at

Stuttgart. It is a research facility

for prototyping, product and

service evaluations as well as

for ideation workshops. Further,

it provides an insight into the

mobility of tomorrow featuring,

among other things, vehicles

that interact with pedestrians or

hint at the future of city mobility.

Part of the idea of the MXT Lab

is to create a network of industry

partners to collaborate on new

mobility solutions. Together with

my team, my job is to look at the

ideas that are emerging, and

determine which technologies,

services and business models

could catch on.

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.

We and our partners have also

taken care to bring on board

businesses, municipalities and

other stakeholders. The network

remains open to any companies

wishing to be involved with the

MXT Lab. Just reach out if you

are interested

www.ifa-international.org IFA International • Monday 23 September 2019

13


SHIFT AUTOMOTIVE SESSIONS

FOCUS ON SUSTAINABILITY

What is the future of mobility? At IFA 2019, the Shift

Automotive sessions were the place where start-ups,

technology giants, automobile manufacturers and urban

planners were able to meet and explore the big themes set

to influence transport in the decades to come.

“This revolution is coming,” said

Owen Gaffney, global sustainability

writer and analyst at the Potsdam

Institute for Climate Impact

Research, in his address. “We

have to make sure it drives us to a

sustainable path,” he added. It was a

view echoed by many speakers.

Venkat Sumantran, Chairman,

Celeris Technologies, explained that

“Nations all over realise something

has got to change when it comes to

mobility. We have to find smarter

ways.”

Tamy Ribeiro was direct in her

choice of words. “Thrive, adapt, or

die,” the Head of Partnerships at

Wunder Mobility said, noting that

many companies feared change. She

warned that as future generations

evolve, those firms will fall behind.

Claire Jones of What3Words

identified a need for a more intuitive

method of location-finding. “We

want to take the power of GPS

components and make them work for

voice,” she said. The What3Words

app utilises three word location

addresses that are more accurate

and better for voice recognition

devices.

Perhaps Boyd Cohen best summed

up the discussion. “We see our cities

seeking new solutions,” said the

CEO & Co-founder, iomob. “Micro

mobility is here to stay and micro

mobility is a critical part of our travel

system. We need these solutions in

our cities”

VIEWING AUTONOMY

THROUGH THE VR LENS

Richard Seale

Lead Automotive Designer,

Seymourpowell

At Shift Automotive,

Richard Seale, Lead

Automotive Designer

at Seymourpowell,

gave a fascinating

talk about “Bringing

Autonomous Mobility

to Life With VR”.

IFA International

asked him to outline

the themes in his

presentation:

Supported by visualisations

and stories behind the

automotive vehicle concepts

from Seymourpowell, I shared

a snapshot of how we think

autonomy could manifest

itself, looking at vehicles,

but also touching on the

broader consumer landscape,

infrastructure, and wider

effects this technology will

have on our lives. In addition

– I also showcased some of

the new design tools built in

house at Seymourpowell.

Could you tell us about your

work in automotive design?

I naturally bring an

automotive point of view

to the transport projects

we work on, but from my

design experience outside

automotive - I also bring a

wider design knowledge and

influence to the automotive

projects that come into

our studio. I firmly believe

that lessons learnt in one

design sector are valuable

in others. Over the last few

years I have also led the

creation of RealityWorks

(our Automotive VR design

tool), technology that has

transformed our transport

design workflow.

How do you see the future of

mobility?

EVs are getting cheaper and

more mainstream. Autonomy

is starting to happen. The

technology will bubble up

from underneath. Intelligent

cruise control, automatic

braking/parking are now the

norm on mid-range executive

car. We will see many

more features added and

eventually all the gaps will be

filled and the steering wheel

will become obsolete. What

is perhaps more interesting

are the cultural shifts we’re

seeing towards preference of

access over ownership

14


FROM VOLKSWAGEN

TO PIXAR: DRIVING OFF

INTO THE FUTURE

The Shift Automotive 2019 panel on the Future of Mobility brought

together minds from design, entertainment, and science to share

their ideas on the driverless car revolution.

Francesca Bria, CTO at Barcelona

City Council, kicked things off with

a passionate talk about how her city

is taking a citizens-first approach as

it moves into the future. The focus is

on changing collective behaviours,

with the common goals including

accessibility, creating space for

pedestrians, and improving air

quality, while committing to keeping

citizens’ data accountable and

secure as these changes are made.

A CAR BY

ITSELF HAS NO

CHARACTER, BUT

IN THE FUTURE

IT WILL LEARN

MORE ABOUT ITS

PASSENGERS AND

ADAPT TO THEIR

PERSONALITIES”

Jay Ward,

Creative Director, Pixar

Ahead of its 2020 Olympic games,

Tokyo is having to make space

and consider the possibility of

teleworking, a new concept in

Japanese culture. Falling back on

the example of Mazda shutting

down its carsharing services,

Christof Schleidt, Head of Business

Development Automotive at Fujitsu

Central Europe, stated that simple

carsharing is not necessarily the

answer to traffic problems, due

to the immense pressure for all

customers to have an excellent

experience.

John Lippe from Ford Mobility saw

this as the biggest paradigm shift

in the auto industry in 100 years

and the huge potential for big data

to help prevent road accidents,

citing Ford’s city data report in

London correlating driving events

with accidents in order to identify

future road safety hotspots, tracking

factors such as revs per minute and

hazard light usage. Tech analyst

Melba Kurman debunked myths

about how driverless cars will impact

the economy, arguing that one

model shows they will be cheaper

and it will become commonplace

to own driverless cars. She also

asserted that far from robots taking

human jobs, humans will still be

needed for manual tasks such as

general maintenance, repairing, and

cleaning.

Daniela Snyders from smart,

Daimler’s division of smart cars,

announced that as of early 2020, all

their smart cars will be fully electric.

Tyron Louw from the University

of Leeds’ Institute for Transport

Studies asserted that 93% of road

accidents are due to human error,

which could provide a compelling

case for driverless cars — yet

automation is imperfect, too, and

that’s why we need to merge the

two. “There is no average driver.

Each driver is made up of a myriad

of different backgrounds and factors

… human development deserves the

same attention and treatment as

tech does when it comes to making

driverless cars.”

Peter Wouda from the Volkswagen

Future Centre Europe stressed the

importance of not forgetting the

needs of rural areas as we think

about how we can mobilise smart

cities. The number of user cases

is diversifying, such as schoolbus

windows being used as teaching

screens. “It’s about designing magic

moments. This is what people are

looking for and putting on social

media.”

Cities, like people, move and

challenge us. Deneb Moosmeier,

Director of Strategic Partnering

at BMW’s Smartworks, describes

an ideal future as one where we

are free to make decisions from an

emotional perspective and not out

of necessity. Designing for trust is

key in an autonomous era where the

possibilities are endless. Sebastian

Stegmüller from the Fraunhofer

Institute for Industrial Engineering

put forward that automated cars

could be the future of multimedia

entertainment, as car journeys are

in fact a block of free time that could

be dedicated to other pursuits.

New Ways to Drive:

Future Technologies

and Experiences

Richard Seale from seymourpowell

said that the shift to automation

is equally shifting to a focus on

passengers. He presented the

company’s Reality Works simulator,

which gamifies design by switching

it to from inside outwards. He states

the consumer trend of nomadism

will also change the general view of

mobility and living spaces. Finally,

Jay Ward, a creative director at

Pixar, compared the hit animated

film Cars to automated cars. “A car

by itself has no character, but in

the future it will learn more about

its passengers and adapt to their

personalities,” as well as giving

insights into how art and tech

challenge each other during the car

design process

www.ifa-international.org IFA International • Monday 23 September 2019

15


TRADE TALK

SUPPLYING SMART TECHNOLOGY

TO A COMMUNITY

Küchenhaus Altstadt is a full-service business, not

only selling kitchens, but also offering consulting,

planning, and installation services to the historic

region of Altmark in Saxony-Anhalt. We asked

Managing Director Sebastian Ende to tell us more

about supplying technology to local communities…

the villages in the Altmark region

— it’s all about perspective. One

idiosyncrasy of living in Germany

is that when renters and buyers

move into a property, be it a flat

or a house, they must provide

their own kitchen.

We were mainly at IFA to find

more partners to work with and

to expand our range, but it’s also

wonderful to see what’s coming

out in the near future, such

as multi-functional ovens and

CookView cameras.

What have you most liked

seeing at IFA?

I really enjoyed visiting the

Siemens stand and discovering

their new products, also because

we already do a lot of work

together. From their display, I

most enjoyed the cooker hood

that you can adjust to improve

extraction from the stovetop,

and I can see that being popular

for customers in our area.

Are there any special challenges

associated with trading in

towns or smaller cities? Do you

feel that big cities are more

advantaged when it comes

to exposure to the latest

technology?

Not really. We’re small, but we

are also the centrepoint for all

Do you work mostly with local

manufacturers or big names?

I would say it’s roughly equal. As

mentioned before, we source

a great deal of our stock from

household names like Siemens,

but we also collaborate with

Burger Küchenmöbel, which is

based in Saxony-Anhalt like us

Sebastian Ende

Managing Director,

Küchenhaus Altstadt GmbH

www.ifa-international.org IFA International • Monday 23 September 2019

17


EXCLUSIVE INTERVIEW

IFA IS A

VERY POSITIVE

ENVIRONMENT FOR

THE INDUSTRY AND IS

THE BEST PLATFORM

TO COMMUNICATE

ABOUT NEW PRODUCTS

AND IDEAS.

Jens Heithecker

Executive Director, IFA

IFA 2019 – INNOVATION

SPEAKS FOR ITSELF

IFA Executive Director, Jens Heithecker looks back

on another successful show

As IFA draws to an end, the numbers attest that 2019 was

another excellent year, more than a quarter million visitors,

and some 4,7 bn euros in orders. We caught up with Jens

Heithecker, Executive Director, IFA to find out the whole

story behind these figures.

When one considers the situations

in different markets, IFA 2019 has

been an amazing success. Retail

structure is changing all over the

world, distribution is changing, the

industry is in heavy competition and

is challenged by different issues.

Taking account of all this and then

seeing that we had the same number

of trade visitors overall, and even

more international trade visitors

than last year, that means we have

brought in people from other

industries.

This is the proof of an amazing

success. Innovation speaks for itself.

It is coming in from all different

industries and is then combined to

create new and different concepts.

IFA is a very positive environment

for the industry and is the best

platform to communicate about new

products and ideas.

18

5G was the big thing at the start of

the show. Where do you see that

going?

For me, 5G has the same importance

or strength as buzzwords like IoT

and AI in previous years. It is an

extraordinary new technology that is

really arriving on the market – rolling

out around the world. We are seeing

the arrival of a “pervasive connected

world of devices” and the ubiquitous

usage of connected solutions by

consumers whatever they do. In

this sense, we talk about “new

mobility”, with devices controlled

remotely or even “talking” among

themselves, so it appears evident

we need new communication

technologies. 5G is the standard of

the future and that’s why it has been

so important this year at IFA, with

top level discussions about technical

advances and rollout, and getting

our first hands-on experience with

it. Visitors to IFA have been able to

try the new 5G mobile phones, and

that’s only the start. 5G will be very

important when it comes to new

mobility concepts, especially for

autonomous cars, because the data

exchange will need to be much faster

than what had been possible up until

now. In other words, it’s not just

about faster media downloading.

That is of course one of the great

advantages for consumers, it’s

also about the world of connected

devices that will increasingly come

into play in the next few years.

What has surprised you the most

this year?

Despite all the new products, despite

the success of the keynotes, the

IFA+ Summit, SHIFT Automotive,

the first-time trade visitors from

all around the world, it is about

headsets. I was not aware that for

the manufacturers of headsets, the

new standard usage is not in the

airplane, it’s not in the city, it’s not

in the train; it is at home. There was

already a trend towards different

media usage by different members

of the family. Now it’s not just

separate TVs or other screens, it’s

music as well. We live more and more

in metropolitan regions, in small

apartments in noisy environments

and if you want to enjoy music,

the new solution might not be a

loudspeaker; but headphones. For

me it was a revelation. The incredible

sound quality and wearing comfort

of today’s headphones mean that

the standard use has changed


EXCLUSIVE INTERVIEW

MORE INTERNATIONAL

THAN EVER

Hans-Joachim Kamp, Chairman of the supervisory

board, gfu Consumer & Home Electronics, looks back

at this year’s show

Hans-Joachim Kamp, Chairman of the supervisory board of

gfu Consumer & Home Electronics (organisers of IFA), says this

year’s event has achieved all its goals and more. We asked him

to explain.

We have three target groups. The first

is the press, meaning if we have more

press releases coming out than in the

past, it has a positive impact on the

buying processes of the consumers. If

the consumer reads about new devices

and new models, about smart home

and so on, this has a positive impact

on his buying decisions. The second

is the trade. Not only the trade here

in Germany but the international

trade, and there have been more trade

visitors from outside Germany than in

the past; so IFA is more international

than last year. Walking around the halls

and looking at the international dealer

area, it was more crowded than the

previous years, and this has also been

underpinned by figures from Messe

Berlin. And the third target group is that

of the consumers; the avant-gardists.

It’s good for the manufacturers to

obtain detailed feedback from the

consumers who are interested in these

products. Is it well-designed? Is it

easy to operate? These are important

questions that can be answered by

watching how the public reacts to them.

We have seen a number of major

announcements this year concerning

mobile products. More than in

previous years. Why do you think this

trend is happening?

Major companies have been deciding

upon the best time and place to

demonstrate their latest innovations

THERE HAVE

BEEN MORE TRADE

VISITORS FROM

OUTSIDE GERMANY

THAN IN THE PAST;

SO IFA IS MORE

INTERNATIONAL

THAN LAST YEAR.

new model, for the first three to six

months, the price will remain stable.

After that, the price will decrease. In

other words, in the first six months

after the introduction of a new product

line or innovation, it’s possible to get a

better margin, so it makes more sense

to introduce products in the second half

of the year, given that as sales enter

the peak season, there will still be good

margins on them

It has been said that there is a swing

back towards bricks and mortar retail

to a certain extent. What are your

thoughts on this?

I always say that seeing is believing,

and hearing is believing. If you look

at online business, then online is an

important part of the business, but the

phenomenon that has been taking place

in Germany for the first seven months

of this year is that online business

turnover was 2.5% lower than one year

ago. There are consumers that are pure

online buyers, but it’s only a 21% to

22% share of the entire business. If you

want to be successful in this business

then you have to have a multichannel

strategy. That is an absolute must.

and products to the world. IFA is the

best place in the world for this, and

there are a number of reasons for

that. It takes place at the beginning

of September, and in the last three

months, more than 30% of the year’s

business is done, so the retail buyers

make their decisions here for the end

of the year. The industry is evolving,

introducing more and more models in

the second half of the year. A key reason

for this is that when you introduce a

Hans-Joachim Kamp

Chairman of the supervisory board, gfu

Consumer & Home Electronics

www.ifa-international.org IFA International • Monday 23 September 2019

19


EXCLUSIVE INTERVIEW

PHILIPS PUTS ITS

FAITH IN THE OLED

“PLUS” FACTOR

OLED+ TV offers superior picture and

sound quality

Danny Tack

Director of Product Strategy

and Planning for TP Vision

P5

CONVERTS

THE VAST

MAJORITY OF

SDR CONTENT

YOU WATCH

TO HDR

QUALITY IN

REAL TIME

Most people today have heard

about OLED technology, but

what exactly is Philips OLED+?

We put this question to Danny

Tack, Director of Product

Strategy and Planning for TP

Vision.

The OLED+ range is resetting the TV

performance landscape by offering a

combination of picture and sound quality

previously unavailable in the market - a

fact already recognised by the OLED+

TV winning the prestigious EISA Award

for Best Home Theatre TV in 2018

and 2019. The superior sound quality

is designed by Bowers & Wilkins and

is combined with Philips’ exclusive P5

Picture Quality Engine.

What is different with the new P5?

With the third generation P5 Perfect

Picture Processing Engine, Philips is

creating outstanding and differentiating

picture quality on top of the high-quality

OLED panels used.

The picture processing is doubled by

adding one more exclusive Philips picture

processor. Three of the five pillars of P5:

Source Perfection, Perfect Sharpness

and Perfect Contrast, are brought to the

next performance level. Thanks to the

improved DNR (Digital Noise Reduction),

low-quality sources look clean and sharp.

The improved Detail Enhancer means the

sharpness of the picture is more refined

with finer lines, greater and deeper

details, creating more depth impression

resulting in pin-sharp pictures. And last

but not least, the 3rd Generation P5

includes the improved Perfect Natural

Reality contrast enhancing technology

which uses a new advanced intelligent

contrast algorithm in combination with

the P5’s existing local and global contrast

enhancement systems. No need to wait

for the real HDR sources, with Perfect

Natural Reality, P5 converts the vast

majority of all the SDR content you

watch to HDR quality in real time.

Why did you bring Bowers & Wilkins

speakers into the equation?

The partnership enhances both

companies’ long-lasting tradition for

developing all of their own bespoke

technologies in-house, with total quality

control over all stages of product

development and production. Philips

TV has worked tirelessly to ensure that

its TV sets consistently lead the market

in terms of picture quality (including

its P5 processing chip), European

design and via its Ambilight technology.

Bowers & Wilkins has a proven longterm

commitment to in-house research

and development, in order to achieve

the truly best sound quality possible,

whatever the format. For far too long,

as an industry, we have allowed sound

quality to be the poor relation when

considering TV performance; a challenge

that has been further exaggerated by the

outstanding quality of our OLED sets.

So, I’m delighted that we have been able

to partner with the world’s best audio

company Bowers & Wilkins to ensure

that in future our Philips High End TV

sound will offer a uniquely premium

experience.

How does Ambilight add value?

Ambilight is good for your eyes when

watching TV, but it also brings a different

experience in viewing your favourite

movie, series or sports programme.

With Ambilight, the picture is enlarged

from the screen to the wall and gives the

viewer an extended viewing experience.

The colours continually change to

precisely match the on-screen content,

effectively extending the images beyond

the boundaries of the set to create the

impression of a much larger image and

to provide a more overall immersive and

enjoyable viewing experience

20


EXCLUSIVE INTERVIEW

LG THINQ

HAS EXPANDED

(…) TO PROVIDING

AN INTEGRATED

HOME SOLUTION.

I.P. Park

President and CTO, LG Electronics

LG CTO I.P. PARK

URGES OPEN

APPROACH TO AI

Korean company’s ThinQ brand has AI at its heart as it seeks

to deliver “even better life” to consumers

I.P. Park, President and CTO, LG Electronics is an industry

visionary whose annual insights are one of the highlights

of IFA Berlin. He spoke to IFA International about LG’s

roadmap for the future.

LG has been thinking about homebased

products for 60 years. Our

goal is to use technology and

innovation to upgrade to the next

home experience. We have always

used the term Innovation for a

Better Life to describe this, but

now with AI we talk about an even

better life. We think there is a lot of

value to consumers around AI and

connectivity. We are even looking at

how to bring the home to consumers

wherever they go, including when

they are in the car or at the office.

How is LG approaching AI?

We have a brand, LG ThinQ, that

features products that are equipped

with AI technology. At IFA, for

example, our highlight was LG ThinQ

Home, which imitated six distinct

actual living spaces. LG ThinQ has

expanded from its initial offerings

focused on delivering AI capabilities

of individual products to providing

an integrated home solution.

What is the philosophy behind

ThinQ and how is it applied?

There are three elements to our

AI approach – evolve, connect and

open. Evolve is all about delivering

a more personalised product

experience. We create products

that use AI to analyse consumer

patterns and learn. They then adapt

to fit the user’s lifestyle, meaning

they become more productive over

time. An example might be a robot

vacuum cleaner that learns how to

clean a difficult corner.

Connect is all about how AI can

be used to support consumer

touchpoints and interfaces in a

seamless way based on context.

The user’s car, for example, might

find out if there is food in the fridge

and alert them to stop on the way

home. Connect isn’t just about

voice interaction, because there are

times when using Amazon Alexa and

Google Assistance can be annoying.

So we are looking at how visual

intelligence, based on cameras, can

be used in consumer’s lives.

One future application LG is

exploring is a smart mirror, which

can scan the user’s body and face

and calculate their measurements

when dressed. The data can decide

the size of clothes the user should be

wearing and give them an option to

purchase online.

As for open, one company can’t do

everything on its own because it is

too complex and connected. An open

system provides the best solution

to create a coordinated ecosystem

rather than an alphabet soup. That is

why LG ThinQ has an open approach.

We want to work with other players

to serve customers in a seamless

way.

How does 5G fit into your overall

strategy?

5G is a major game changer on

several fronts. We are seeing

the rollout of phones in markets

like Korea and the US, which

provide more bandwidth and

lower latency than LTE or 4G, thus

allowing consumers access to more

immersive content. 5G will also

transform automotive. The car

industry needs a bigger pipe to help

with things like safety alerts. 5G

also means more content delivery

into autonomous vehicles. The

car cabin can be a professional or

entertainment space, streaming

everything from video conferencing

to movies

www.ifa-international.org IFA International • Monday 23 September 2019

21


EXCLUSIVE INTERVIEW

WE UNDERSTAND

THE VALUES AND

NEEDS OF THE ENTIRE

RETAIL SEGMENT VERY

WELL.

Marcin Kubacki

Director of Strategy & Business Development,

TelForceOne

POLISH TELCO MANUFACTURER

EXPANDS ON GLOBAL STAGE

Exclusive Interview: Marcin Kubacki, Director of Strategy

& Business Development, TelForce One - Poland

In the fast-growing

electronics market, the

need for a flexible business

partner is constantly on

the rise. Marcin Kubacki

- Director of Strategy &

Business Development -

TelForceOne – explains that

the company fits the bill in

many ways. We asked him to

tell us more:

Trading with over 50 countries

TelForceOne S.A. is a company that

started its business in Wrocław

in Poland. The significant and fast

developing part of the company’s

activity are solutions dedicated to the

retail chain, like dedicated in-house

brands. The first one, myPhone, offers

mobile phones and smartphones,

whereas Forever focuses on providing

a wide range of GSM accessories and

consumer electronics. Moreover, the

company is an authorised distributor

of global brands of GSM accessories:

Huawei, LG, JBL, Samsung. Our

private label products are distributed

in the biggest global grocery, DIY and

electronic retail chains.

What are your ambitions for

TelForceOne on the global stage?

We are currently one of the largest

manufacturers of consumer

electronics and accessories in

Central and Eastern Europe. Over

a dozen years, we have established

a structure of over 500 specialists,

thanks to which we currently serve

over 50 countries. We focus our

activities mainly on Europe and North

Africa, where we primarily stress

cooperation with retail chain stores.

Our objective is close cooperation

specifically with the retail sector, with

which we are jointly managing our

mobile accessories sales policy.

What would you say are the

three “key selling points” that

differentiate TelForceOne and its

products in the market?

For close to 20 years, we have been

cooperating with the largest retail

chains in Europe, so we understand

the values and needs of the entire

retail segment very well.

Annually, over 20 million our products

reach end users. Full knowledge

lets us construct efficient business

concepts for our retail partners.

Close relationships and close

cooperation both with customers

as well as suppliers let us create a

product portfolio based on real needs

and appropriate product quality,

understood as functionality, too.

You have announced the new

“Hammer” smartphone. Can you tell

us more about this device please?

At IFA, we previewed the HAMMER

EXPLORER. It’s a 5.7-inch, armoured

smartphone, designed in Poland by

the team of HAMMER brand experts,

people who have many years of

experience in production of rugged

phones. Apart from its reinforced

construction and high, IP69 certified

level of water and dust protection,

HAMMER EXPLORER has a unique

feature of module connectivity. The

performance of this armoured phone

will be supported by accessories

joined to the phone in a quick and easy

way through special pins - designed

to withstand difficult conditions.

EXPLORER is also equipped with

a laser pointer and a leash hook,

which are additional advantages and

practical improvements. This model

also has 3 fully waterproof open

inputs: USB C port, a headphone jack

input and an easy-to-open SIM card

slot. Its official premiere will take

place in the fourth quarter of this

year. Soon, also HAMMER EXPLORER

PRO will be available with the best

HAMMER features and even better

technical specifications. In many

ways, those phones are breakthrough

products in our offer and in the rugged

smartphone category

22


EXCLUSIVE INTERVIEW

WMF GROUP

CONTINUES

INTERNATIONAL

EXPANSION

Dr Reinhard Zinkann

Executive Director and Co-Proprietor,

Miele

Martin Ludwig, Senior Vice President Consumer Goods,

International Strategy & Product Creation, WMF says

quality, function and design are in the company’s DNA.

We started by asking him to tell us more about WMF

and its product philosophy

The WMF brand has stood

for high-quality products that

provide enjoyable moments

both in everyday life and on

special occasions since 1853. The

long tradition and knowledge –

stretching back for more than

160 years – are tangible in each

product: from kitchen gadgets to

kitchen knives, cutlery, cookware,

frying pans and dining accessories

to small domestic appliances

(SDA). They all contain the WMF’s

DNA triad: quality, function and

design.

What do you see as a trend

this year in the field of home

appliances?

Convenience and on-the-go as

well as healthy & sustainable

lifestyles and space-saving

solutions. These trends are still

highly relevant and if products

meet one or more of these

requirements, people are keener

to use them.

Martin Ludwig

Senior Vice President Consumer

Goods, International Strategy &

Product Creation, WMF Group

Do you have international

expansion plans?

Since 2018 we have been

expanding the WMF brand

to many countries. With the

successful store roll out in

China between May 2018

and January 2019, we have

reached a first milestone of our

internationalisation plan for the

WMF brand. All 16 concept stores

were opened on time as planned.

And with the implementation of

our expansion strategy in the core

markets of Spain, France, Russia,

South Korea and the Nordic

countries, we are entering the

next phase.

Which series and product lines

did you focus on during IFA?

In general, design and quality are

crucial to WMF. We expanded our

successful Ambient and Lumero

product ranges at IFA

MIELE HERALDS

PERFORMANCE

AT IFA

One of the longest-established in the home appliances

business, Germany’s Miele was at IFA with the largest

product launch programme in its 120-year history. We

started by asking Dr Reinhard Zinkann, Miele’s Executive

Director and Co-Proprietor about key industry trends.

The mega trend, undoubtedly, is

the issue of connectivity as more

and more domestic appliances are

communication-enabled. We have

already reached the stage where

more than half of Miele’s new builtin

appliances are connectivityenabled.

What were the Miele highlights at

IFA?

Products launched at IFA by Miele

included Generation 7000, our new

built-in series, which is the biggest

product launch in the company’s

history and the TriFlex vacuum

cleaner.

We are due to start producing the

TriFlex in October and 80% of the

forecast that we had in mind to give

German retailers – for the October

to December period – was sold by

the end of the first day of IFA.

What are the key technologies used

in Generation 7000?

All our plants were involved in

Generation 7000; it was four or

five year process and there are a

huge number of products in the

range. Feedback on Generation

7000 has been very positive, not

only for special highlights like

the camera in the oven, the door

that opens automatically and the

finishing programme that means

you don’t overcook, but it’s got

many other details. Miele is the only

manufacturer on the market with a

camera in a pyrolytic oven.

What are your thoughts on this

year’s IFA?

IFA has strengthened its position as

the world’s most significant trade

show for home appliances and

made a positive contribution to the

market development

www.ifa-international.org IFA International • Monday 23 September 2019

23


STAND OU

AEG

The AEG Electrolux stand at IFA 2019

featured a huge circular dome, covering

an area that became a hub where the

latest products from the multi-faceted

firm were displayed. It was a stylish and

memorable embodiment of the company’s

stated mission to create better products

by emphasising care and wellbeing, to

make life more enjoyable and sustainable.

Through their various brands, which

include Electrolux, Frigidaire and AEG,

they sell more than 60 million household

and professional products in over 150

markets every year

GASTROBACK

For its stand at IFA 2019, Gastroback

used the motto “Lass es dir gut gehen!” or

treat yourself. The brand name and slogan

encapsulate the company’s aspiration to

create professional standard appliances for

home kitchens. So the stand was designed

to resemble a huge, well-equipped kitchen,

with people cooking, tasting and eating.

Gastroback’s emphasis is on design, highgrade

materials and safety. This is not a

distant goal for Gastroback, but a daily

reality – reflected in the bustling, vibrant

character of the compact stand

24


T STANDS

GORENJE

“Life is lived in moments” was the focus

of the Gorenje stand at IFA 2019. The

stand highlighted their user-friendly

appliances, which emphasise less

fuss and more enjoyment. The firm’s

approach was reflected in the range of

high performance, energy saving and

environmentally friendly products on

display. Gorenje’s unique design lines,

made in cooperation with famous

designers and incorporated in their

lifestyle collections, appeal to a wide

variety of tastes, from retro to classic

and modern

HAMA

uRAGE

Gamers were instantly attracted to

the large bright blue console situated

in the middle of the Hama stand at IFA

2019. Hama launched some new gaming

products at IFA under their uRage

brand. Among the highlights unleashed

were the new gaming keyboard Exodus

900 Mechanical with Outemu Brown

switches and two new uRage gaming

mice, the Reaper 900 Morph model and

its wireless counterpart 1000 Morph.

A stand perfectly reflecting the firm’s

determination to take gaming and gaming

accessories to a whole new level

www.ifa-international.org IFA International • Monday 23 September 2019

25


STAND OU

HARMAN

Harman’s IFA stand highlighted the latest

designs from a firm whose products have

been renowned for decades. This year’s

stand offered a glimpse into the listening

future, and featured products from all

of Harman’s legendary audio brands,

including Harman, Kardon, Infinit, JBL and

Lexicon. Visitors were able to see, touch

and experience all that was on offer from

the legendary audio firm. An impressive

stand reflecting a long track record of

innovation

METZ

The German company Metz, founded in

1938, is a regular at IFA. At this year’s

event, the firm’s international profile

was in evidence, with the company stand

situated alongside its parrent company,

Skyworth Group. The focus was on Metz’s

celebrated TVs, Metz Classic and Metz

Blue. Visitors could sample the features of

both units. The company’s motto is “Always

your choice,” and the stand concentrated on

the unlimited entertainment possibilities

offered by its TVs

26


T STANDS

MIELE

A huge handheld vacuum cleaner was the

eye-catching centrepiece of the Miele

Stand at IFA International and attracted

a great deal of attention from trade

fair guests. The giant model celebrated

Miele’s unveiling of its first batterypowered

handheld vacuum cleaner, with

its 3-in-1 concept, and emphasis on ease

of use and flexibilityy around every room

in the house. Other highlights included

washing machines and dryers, which

feature faster programmes that are

more environmentally friendly and offer

intelligent networking

YAMAHA

Making and listening to music were

once again the themes of the Yamaha

presence at IFA. The firm set out to

empower visitors and help them make

waves with sound and music. Amid an

array of Yamaha musical instruments,

the company showcased premium Hi-

Fi and home audio products including

its remarkable MusicCast multi-room

wireless music system. Visitors could

experience it all set up and discover

how easy it is to start making music

themselves with the special selection

of acoustic and electric guitars, pianos

and drums that were free to use

www.ifa-international.org IFA International • Monday 23 September 2019

27


SEEN @ IFA / NOMADIC LIFESTYLE

IFA

IFA Home

& Entertainment

Electronics

TAKING MOBILITY TO THE MAX

KEY SELLING


POINTS

1 / Elegant and stylish

design

2 / Qi Wireless Charging

3 / Capacity: 10000 mAh

A brand new portable JP10 leather power bank – a joint effort by

Philips TV & Audio and Georg Jensen, adds a touch of class when it

comes to recharging one’s phone wirelessly. The unit offers wireless

on-the-go Qi charging, with modern and elegant dark brown Muirhead

leather covering and minimalistic, polished steel design. Set to be

launched early next year, the power bank has been crafted using real

materials, ensuring a robust and stylish finish to harbour a timeless

appeal and enhanced enjoyment - whether one is travelling by road,

rail, air or sea.

NEXT GEN CAT

TRACKER

Tractive launched its next generation

tracker for cats at this year’s IFA. The

IKATI design incorporates findings

from the field as well as direct feedback from customers

and opens up further alternatives to cat owners. Unlike

its predecessor, which featured a built-in breakaway

collar, the new IKATI GPS tracker comes with an

adaptable clip and mounting system, offering more

attachment versatility. Cat owners can simply use their

existing collar, as the new tracker securely fits any cat

collar size and width. Dependent on usage and network

coverage, its battery lasts for 2-5 days, and the casing

is waterproof. The IKATI tracker is compatible with the

Tractive GPS app, which lets owners keep tabs on their

cats from anywhere around the world.

KEY SELLING


POINTS

1 / Fits onto existing collars

2 / Offers pet owners peace

of mind

3 / Live location updates every

2-3 seconds

TARGUS UNVEILS

ECOSMART RANGE

KEY SELLING


POINTS

1 / Extra protection

2 / Durable no-stretch casing

3 / Security for cards and ID

CARD SECURITY ON THE MOVE

LootLock is a super-slim stickon

wallet that gives users a

secure way to hold up to three

cards or cash. It is designed

for the frequent traveller or

minimalist looking for a slim

and secure way to carry their

loot. LootLock has a durable,

no-stretch casing that was

built for security. One can

easily lock 1-3 cards or cash

in place. Even if LootLock is

dropped on the ground, the

cash and cards will stay put.

For total security, LootLock’s

storage casing can be flipped

over & snapped into place

to completely conceal cards,

cash or ID.

Targus launched a new eco-sustainable range at this

year’s IFA. The manufacturer says the EcoSmart range is

“perfect for those seeking an earth-sensitive choice”.

The range is mostly made of recycled polyurethane and

in line with the Global Recycling Standard, which the

company says further showcases Targus’ dedication to

the eco-sustainability journey. It consists of eco-friendly

laptop backpacks made from recycled

plastics including water bottles, nickel-free

hardware and recyclable zips.

With the face of retail constantly

evolving, Targus says innovation is key

to remaining competitive. At IFA, the

company is showcasing an augmented

reality experience, giving visitors the

opportunity to explore different

backpacks - to find the perfect fit for

any working lifestyle.

KEY SELLING


POINTS

1 / Eco-friendly laptop

backpacks

2 / Recycling-friendly

3 / Trusted Targus quality

28


SEEN @ IFA / NOMADIC LIFESTYLE

IFA

IFA Home

& Entertainment

Electronics


KEY SELLING POINTS

1 / Includes storage case

2 / Remote control for taking photos

3 / Limited distortion and light falloff

DJI ADDS DETECTORS

FOR SAFER SKIES

DJI, a world leader in civilian

drones and aerial imaging

technology, is installing

airplane and helicopter

detectors in its new

consumer drones, part of a

10-point plan to ensure the

world’s skies remain safe.

All new DJI drone models

released after January 1,

2020 that weigh more than

250 grammes will include

AirSense technology, which

receives ADS-B signals

from nearby aircraft and

warns drone pilots if they

appear to be on a collision

course. This will be the

largest single deployment of

ADS-B collision awareness

technology to date, and puts

professional-grade aviation

safety technology in drones

available to everyone.

“DJI leads the drone

industry in developing

safety technology and

education, and we continue

that today by setting higher

expectations for ourselves,

our competitors and

regulators,” says Brendan

Schulman, DJI Vice-

President for Policy & Legal

Affairs. “DJI was the first to

offer geofencing, automatic

altitude limits, return-tohome

technology and other

safety features to drone

pilots. We believe our efforts

have helped drones attain

their enviable safety record.”

The AirSense commitment

is the first of 10 points in

“elevating safety”, a new

plan for how DJI, other

drone manufacturers and

government officials around

the world can maintain

drones’ safety record. “There

has never been a confirmed

collision between a drone

and an airplane, but drones

have struck low-flying

helicopters at least twice,”

says Schulman. “This led us to

focus on AirSense as the next

opportunity to make drones

safer.”

Other aviation organisations

agree that installing AirSense

in mainstream consumer

drones is an important step

for protecting airplanes and

helicopters and the people

who fly in them.

TRANSFORM YOUR SMARTPHONE INTO

A PROFESSIONAL CAMERA

Sirui, the Chinese photography

products and accessories company,

unveiled two new mobile lenses

at IFA: the TL-400mm Long Focus

Lens Kit and the VD-01 Anamorphic

Lens. Both mobile lenses feature

Schott optical glass, a multilayer antireflection

coating and the promise

of limited distortion and light falloff,

combined with “high levels of light

transmission” and “precise color

rendition”.

SHIFT RED FLIES

SINGLE-HANDED

South Korean firm TIE (This Is Engineering Inc)

came to IFA 2019 with Shift Red, an innovative

one-thumb controlled drone and its supporting

system. Built into Shift Red are user-driven

computer vision and sensor fusion technologies,

which make it compact and intelligent. The onehand

controlling system has been implemented

by the TIE’s unique technology, NFMS, which

enables intuitive and precise flight. It also

contributes to superior stability, which is useful

for shooting video without tell-tale camera

shake. TIE is targeting the small drone at people

who have so far hesitated to buy because of a

perception that drones are too expensive or

difficult to control.

The TL-400mm lens features

aircraft-grade aluminum housing and

attaches to a smartphone using a

“cage” included with the kit. Sirui also

includes a storage case, Bluetooth

remote control for taking photos and

a miniature table-top tripod with a

ball-head mount.

The TL-400mm Long Focus Lens Kit is

available through Sirui’s online store

for €135, and the anamorphic lens for

€90.

KEY SELLING


POINTS

1 / One-thumb control

2 / Tech that supports

precision and stability

3 / Competitive price point

www.ifa-international.org IFA International • Monday 23 September 2019

29


SEEN @ IFA / TVs AUDIO

IFA

IFA

IFA

Home

& Entertainment

Audio

Entertainment

Electronics

KEY SELLING


POINTS

1 / Multiroom technology

2 / Spotify and Airplay

compatible

3 / USB and 3.5mm audio

port

WAKE UP

WITH ENERGY SISTEM

Energy Sistem’s Smart

Speaker Wake Up

includes an alarm-clock

radio and multiroom

technology, meaning you

can listen to one source

in one room and another

source in another room

simultaneously. There

are different playback

options compatible with

Spotify and Airplay. It

comes with a 2.0 stereo

sound and 10W of power

with a bass enhancement

system creating highquality

sound. Alongside

Alexa virtual assistant,

the alarm-clock speaker

also features Bluetooth

5.0, a wireless charger

compatible with the Qi

standard, a USB port and

a 3.5mm audio port . All

options can be configured

in alarm-clock mode.

JUMP TO THE BASS

Reversing the trend for portable

speakers getting smaller and

simpler, at 2.5kg and 43cm in

length the chunky style of the

XR 190 App Jump by Italian

firm Trevi has echoes of the

eighties’ boombox portable audio

revolution. Combined Bluetooth,

MP3, radio and AUX capacity

make it a versatile wireless device,

and its 24W power with passive

subwoofers with two stereo

front speakers boasting “Tube”

Bass Reflex mean the XR Jump is

ideal for outdoor parties. An LED

indicator shows when the internal

lithium battery is recharging via

the speaker’s micro-USB port.

HIT THE GREAT OUTDOORS

WITH CRATER

Slovakian company Orava has

joined the many manufacturers

launching a range of portable

wireless speakers, and the Crater

product line has the motto “we

love fun and music” – a mission

statement that explains the simple,

rugged design style and splashproof

housing of the Crater 6-BR.

The Wideband speaker system

provides clean and dynamic stereo

sound, plus there’s a built–in FM

radio and micro SD card reader.

Power output is 9W offering five

hours of music playback on one

charge of the lithium battery.

KEY SELLING


POINTS

1 / Chunky retro boombox

style with coloured light

display

2 / Comfortable shoulder

strap for easy portability

3 / Comfortable shoulder

strap for easy portability

KEY SELLING


POINTS

1 / Waterproof and designed

for outdoor use

2 / Small and portable, with

rubber carry handle

3/ Clean and dynamic stereo

sound

KATCH THE LATEST

DANISH DESIGN

Danish Audiophile Loudspeaker Industries (DALI)

has channelled its decades of sound engineering and

design expertise into a very small and compact wireless

speaker, the DALI Katch. Consulting artists, musicians

and creatives in the process, the result is a smooth and

classic flat design, with rich and detailed sound divided

into two output settings “Clear” and “Warm” where

”Clear” is perfect for most listening situations and music

genres, “Warm” is for a little extra bass and works better

in larger rooms. The DALI motto “Music is our objective,

technology the means” shows where its priorities lie, and

why it has waited until now to release a portable wireless

speaker. This product has a leather carry strap, to make

listening on the move easier.

KEY SELLING


POINTS

1 / Two audio profiles: ‘Clear’

and ‘Warm’

2 / Powerful battery for 24

hour untethered playback

3 / Available in a range of

colours including Grape

Leaf and Green Moss

30


SEEN @ IFA / TVs

IFA

IFA Home

& Entertainment

Electronics

SAMSUNG TAKES 8K MAINSTREAM

WITH NEW 55-INCH MODEL

Samsung has already made great

strides with 8K; but the launch of

its new 55-inch Q900R 8K QLED

TV has turned heads at IFA 2019.

The key appeal of the new TV is

that it offers 8K at a smaller size;

more likely to fit in the average

consumer’s living room. It is also

on sale at an affordable €2200.

Available in around 30 countries

from this month, Samsung’s 8K

QLED has a thin, dark frame that

wraps around the screen, with

large feet tucked under the set’s

base. Like Samsung’s larger 8K

models, all connections are put

through an external One Connect

box, that plugs neatly into the TV

via one cable.

SHARP GOES LARGE

WITH 120-INCH 8K LCD TV

Sharp used IFA to showcase,

according to the manufacturer,

the world’s largest 8K LCD TV,

an impressive 120-inch. A key

characteristic of the new TV is

that it features 5G connectivity,

a headline topic at the show this

year. Sharp is making a big point

of pushing 8K and 5G as a turbocharged

technological combination.

While the primary function of the

set is to show TV content, it says the

combination of 8K and 5G makes

the new TV ideal for displaying

works of art. On display at IFA, the

set had super sharp images and a

thin, neat black frame.


KEY SELLING POINTS

1 / Affordable Mainstream Price

2 / 8K at a smaller size

3 / Tidy ‘One Connect’ Box

KEY SELLING POINTS

1 / Super-sized screen

2 / 8K+5G tech combination

3 / Neat, elegant frame

TCL UNVEILS FLAGSHIP

8K QLED X SERIES

TCL launched a new suite of artificial

intelligence (AI) televisions at IFA

2019 including its flagship 8K QLED

X Series, available in 85-, 75- and 65-

inch models. The 8K QLED features

a retractable built-in camera and

supports augmented reality (AR).

Featuring a duo-display design,

the 8K series allows viewers to

enjoy a mini-screen independently

and will become available in the

second quarter of 2020 in selected

markets. Key features include: 8K

display technology, Quantum Dot

display technology, Dolby Vision

and Android P operating system.

TCL also presented a 4K duodisplay

version without a camera,

available in 75-, 65- and 55-inch

models. The 4K models will become

available in the fourth quarter of

2019 in selected markets.

KEY SELLING


POINTS

1 / AI-enabled sets

2 / Quantum Dot display

technology

3 / Duo-display design

PANASONIC MAKES ITS MOVE

IN THE TRANSPARENT TV MARKET

Panasonic used IFA 2019 to provide

information about its Transparent

OLED TV, which its plans to bring

to market in 2020. The transparent

OLED display is a collaboration

between Scandinavian based

KEY SELLING


POINTS

1 / Blends into home environment

2 / Stylish design

3 / Clever cable tidying solution

designer Daniel Rybakken and

Panasonic Design Kyoto. At first

sight, the ground-breaking set

appears to be a clear glass cabinet

with a stylish, inch-thick wooden

frame. Once switched on, the set

displays content like a typical OLED

TV. All of the TV set’s components

are concealed within the frame,

which doubles as a stand. The idea

of the set is that it can integrate

into the home decor. It is possible to

place ornaments behind the TV so

that, when turned off, it looks like a

display cabinet.

www.ifa-international.org IFA International • Monday 23 September 2019

31


SEEN @ IFA / TVs MAJOR DOMESTIC APPLIANCES

IFA

Home

Appliances

LG TWINWASH CUTS

WASHING TIME IN HALF

LG’s TWINWash helps users get

more clothes cleaner in less time by

washing two loads simultaneously.

The appliance is ergonomically

designed to make it easier to do the

laundry, for example by reducing

the amount of bending for the

user’s back and knees. The machine

also contains LG technologies such

as award-winning TrueSteam,

KEY SELLING


POINTS

1 / Laundry time cut in half

2 / Less vibration and noise

3 / Part of LG’s smart ThinQ

ecosystem

which delivers thorough cleansing

and garment invigoration. Also

included is 6 Motion Direct Drive

technology, which moves the wash

drum in multiple directions, giving

fabrics the proper care while getting

clothes ultra clean. In addition,

there is Pause & Add functionality

which lets users stop the cycle to

add forgotten items.

AEG’S 9000 COOKVIEW OVEN

IS AN INNOVATION IN TASTE

Electrolux, via its premium AEG

brand, used IFA to demonstrate

how it is expanding its ecosystem

of connected products. A key

“innovation in taste” is the new

AEG 9000 CookView oven with

integrated Steamify technology.

The oven has three cooking modes

– heat, steam and a combination of

both. The CookView camera in the

oven handle delivers a connected

view to the “My AEG” app on

KEY SELLING


POINTS

1 / Three cooking modes

2 / Supports voice control

3 / CookView camera

a smartphone. The oven sets the

precise steam level, providing the

confidence to cook with steam for

tastier and more nutritious meals.

For optimal user convenience the

innovative CookView camera in the

handle keeps an eye on the food as

it cooks, giving a connected view via

the app.

BOSCH XXL FRIDGES COMBINE

CONVENIENCE AND CONSCIENCE

Bosch has developed XXL

fridge-freezer combinations

that support a conscious and

sustainable lifestyle. These

appliances boast extra-spacious

dimensions, flexible interiors,

a wide variety of convenience

features and a freshness system

that keeps delicate foods fresher

for much longer. The largest Bosch

appliance currently available is

the 86-cm-wide and 81-cm-deep

KGN86AI4P with VitaFresh Plus

(619 litre capacity). The appliance

has abundant space but is ideal for

KEY SELLING


POINTS

1 / VitaFresh helps prevent

food waste

2 / Flexible interiors,

perfect illumination

3 / Minimalist design

all households aiming for a high

level of convenience and conscious

living

Thanks to especially roomy 124

litre-capacity VitaFresh Pro

storage zones whose temperature

is kept at close to 0°C, the fresh

items in the fridge can retain their

nutritional quality. Visibility and

accessibility are improved by

height-adjustable glass shelves

and EasyAccess trays.

GORENJE IONGENERATION FRIDGE

FREEZER KEEPS THINGS SIMPLE

Gorenje’s top of the range

IonGeneration Fridge Freezer contains

various technologies designed

to keep refrigeration simple and

effective. AdaptTech learns the user

behaviour and adapts to save energy

and preserve food; IonAir creates

a microclimate that optimises air

circulation; ConvertAction turns the

freezer compartment into a fridge

compartment. The pictured model has

four doors and utilises NoFrost so that

there is no tedious defrosting.

There is a large space for

vegetables, which benefit

KEY


SELLING

POINTS

1 / Freezer to fridge

conversion tech

2 / No tedious

defrosting

3 / Appliance learns

user behaviour

from CrispZone with HumidityControl.

The appliance is stylishly designed

externally and is well-lit and spacious

internally, so that it is easy to locate

food. There is also a neat, compact

digital display on one of the top doors.

32


SEEN @ IFA / SMALL TVs DOMESTIC APPLIANCES

IFA

Home

Appliances

SMART COOKING DEVICE

PREVENTS FIRES

Unattended overheating pots and

pans are the #1 cause of house

fires, and Safera claims to have

an excellent solution. At IFA, the

company presented the Safera

Sense, which it heralded as the first

“complete smart cooking sensor”.

Safera Sense is designed to

recognise various cooking events,

setting timers automatically,

monitoring air quality and telling

KEY SELLING


POINTS

1 / Helps prevent cooking

fires

2 / Air quality monitor

3 / Hob can be controlled via

the app

users when it’s time to ventilate. An

alarm sounds if the hob has been

accidentally left on or if overheating

is detected.

Safera Sense works with smart

home systems, including Google

Home, Alexa and HomeKit, and

the smart sensor can be paired

wirelessly with the Safera Smart

Cooker Controller.

KEY SELLING


POINTS

MEACO PEDESTAL

AIR CIRCULATOR

European cooling fan manufacturer

Meaco introduced a deluxe pedestal air

circulator, which is powered by a DC

motor that the company said reduces

energy consumption and noise levels.

The MeacoFan 1056P is the latest addition

to a range of fans and air circulators from

Meaco, designed to suit all room sizes, sitting

alongside the MeacoFan 1056, MeacoFan 650

and the MeacoFan 360.

The MeacoFan 1056P is based on the MeacoFan, a

stylish air circulator with twelve fan speeds capable

of cooling the largest of rooms. The pedestal fan’s

multi-directional oscillating ensures cool air circulates

throughout the whole room by bouncing the air off walls

and ceilings.

A major feature on all Meaco fans is the DC motor,

giving low running costs because of its lower energy

consumption.

A pre-off, pre-on button allows the user to set the timer so

the fan can be set to automatically turn off and on, making

it ideal for use in the bedroom.

KEY SELLING


POINTS

1 / Eco mode automatically

changes the fan speed

2 / Can also be used as a night

light

3 / A magnetised remote is

housed at the centre of

the fan

COWAY ADVANCES

PURIFIER TECH

With its stylish white and black design, the Coway

airmega is a premium IoT air purifier. According to

Coway it is the first to be connected to Amazon’s

Dash Replenishment Service, enabling users to order

replacement filters seamlessly.

Coway’s air purifiers are certified and tested as allergyfriendly

by ECARF, the European Centre for Allergy

Research Foundation.

Also a leader in the South Korean water purifier market,

one of its new filters, the R.O 2.0, has been developed to

enable water to flow 30 times faster than the earlier R.O.

1.0. The R.O2.0 employs a filter flushing system giving it a

longer filter lifetime than earlier models.

1 / Easy filter replacement via

Amazon DRS

2 / Certified allergy-friendly

3 / Stylish white and black

design

GOURMET SERVICE FROM WMF

The WMF Lumero is a three-in-one

product that combines a raclette,

fondue set and table-top grill, for up

to eight people.

Measuring 35.5cm x 35.5cm,

the Lumero features separate,

adjustable temperature control

and even heat distribution, so

that all three options can be used

individually or at the same time.

KEY SELLING


POINTS

1 / Three appliances in one

2 / Dishwasher safe

accessories

3 / Adjustable temperature

control

The Lumero’s pans and removable

grill plate have non-stick coatings

and, along with the supplied

spatulas, they can be cleaned in the

dishwasher after use.

Eight colour-coded fondue forks

are included with the product, and

a fork holder ensures the forks are

secured and safe while food is being

prepared.

www.ifa-international.org IFA International • Monday 23 September 2019

33


FEEDBACK FROM SHOWFLOOR

LANCEY ENERGY STORAGE

Lancey Energy Storage made their IFA

debut in 2019, bringing the first smart,

connected, battery-powered cleanenergy

heater to the “Edge of Innovation”

think tank, IFA NEXT. Set with the aim

of “democratising” energy storage with

a smart radiator that embeds a lithium

battery and an energy management

system that feeds in power from solar PV

cells in the home, for example, or off-peak

green energy from the grid.

Raphaël Meyer, CEO and founder, Lancey

& Marie Poulle, Director of Marketing and

Communication, Lancey

And according to Lancey CEO and

founder Raphaël Meyer, heating emits

more greenhouse gases than transport

in Europe, making the Lancey battery

heater a potentially integral part of the

transition to clean energy.

Germany and the UK, leading adopters

of renewable energy, offer key growth

potential for Lancey, hence the

company’s presence at IFA, Meyer told

IFA International. “We’re very satisfied,”

he said at the show alongside Marie

Poulle, Lancey’s Director of Marketing

and Communication. “We have met with

distributors, suppliers, manufacturers,

and journalists,” Meyer added, saying he

hopes to consolidate these contacts in

the coming weeks. The Grenoble-based

French startup also noted the significance

of the “consumer-oriented” nature of the

IFA show

Holland-based DesignNest is a onestop

platform for designers to launch

their products in stores worldwide. It

helps to fund, engineer, manufacture,

market and distribute innovative

tech - and fight copycats. An affiliate

of the Allocacoc tech gadget brand

already established at IFA for three

years, DesignNest debuted its

coinnovations among upcoming

brands at IFA Next in 2019.

Among the fruits of its “world’s

first and only end-to-end product

design platform” is a coin-operated

high-design lamp conceived by a

Colombian designer that is pitched

at children. “We helped him from the

beginning making the product and

developing the pricing strategy to

producing the product and now we

are here selling it,” said Jose Genoves,

Product Manager at DesignNest.

DESIGN NEST:

END-TO-END PRODUCT DESIGN

He told IFA International that IFA

NEXT had been an opportunity

to meet with design associations

from several countries and to

initiate collaborations with design

institutions like the Technical

University of Berlin. DesignNest

has also been able to offer startups

with existing products at IFA NEXT

help with sales and distribution. “We

really want to make design universal

and affordable for everybody,” said

Genoves

Jose Genoves

Product Manager, DesignNest

NEXT-GEN BLOCKCHAIN

FROM PUNDI X

Singaporean startup Pundi X

debuted at IFA with a showcase of

next generation blockchain devices

and the response was positive. “We

have made some good connections

with software companies, phone

companies and distributors,” Peko

Wan, Pundi X Vice-President, told

IFA International about interest in

its unique point-of-sale device, the

XPOS, that seamlessly facilitates

transactions with crypto-currencies

across borders, and the BOB

blockchain smartphone.

Peko Wan

Vice-President, Pundi X

But on the whole, the emerging and

relatively untried technology meant

that many IFA visitors still had “to

be educated about blockchain”, said

Wan.

According to Wa, several potential

clients drove hours across Europe

for the rare chance to see the

leading edge blockchain devices in

action. “We even had a buyer who

came to our booth and asked what

is this, I want to buy it now,” Wan

said. The fact that the blockchain

phone - which ensures secure and

decentralised data transmission -

and XPOS devices could be tested by

IFA visitors for the first time helped

take some of the mystery out of the

upcoming “crypto” technology which,

judging by the success of Bitcoin, has

massive growth potential

34


FEEDBACK FROM SHOWFLOOR

MEDISANA’S MASSAGE

MESSAGE DRAWS CROWDS

Ulrich Schulze

Althoff

Chief Digital Officer,

Medisana

Medisana has established a leading

position in the home health market,

developing products and services that

improve mobility, flexibility, independence

and safety. It’s a message that was wellreceived

by IFA visitors, according to the

company’s Chief Digital Officer Ulrich

Schulze Althoff: “Home healthcare is

increasingly relevant for people visiting,

and our partners.”

Particularly popular with buyers and

visitors have been Medisana’s massage

products, said Althoff: “We’ve been

driving that area very strongly and it has

attracted a lot of interest here.” Another

product that created a buzz was its home

health robot “which is aimed at assisting

people living alone.”

Key IFA themes, said Althoff, were

“robotics, AI and 5G. The message is that

consumers don’t need to know how the

tech works, they just need to see how it

can help them in their lives.”

In terms of IFA’s value, he said: “It is our

platform to present the company to

customers and end users – the robot,

our new logo, our health app, which has

one million users. It’s good for buyers

to see our momentum; and for us to get

consumer feedback”

Launched in 2016, Conrad

Connect now operates one of

the fastest-growing smart living

platforms in the world, enabling

users to interconnect smart

devices, apps and services from

different brands on a single

platform. At IFA Berlin, the

company focused on promoting

areas such as Smart Energy

Management, Smart Home

Automation and Smart Health

and Fitness, as well as introducing

its Conrad Connect Business

Solutions.

Head of Marketing Giorgi

Jashiashvili said: “IFA gave us the

right audience. It was the right

place to be.”

According to Jashiashvili, the

main traffic at the weekend

CONRAD CONNECT HAILS

AMAZING FEEDBACK

was general show visitors while

Monday and Tuesday was more

about talking to trade partners.

“We put a lot of energy into

showcasing our b2b solutions and

explaining how partners could

grow with us. We’re really happy

with potential partners we met at

IFA. It is important for platforms

like Conrad Connect to get critical

mass – and we had the right

audience across the show”

Giorgi Jashiashvili

Head of Marketing, Conrad Connect

IFA FIRST-TIMER SAFERA

CONNECTS WITH PARTNERS

Finnish company Safera was at IFA for

the first time as an exhibitor and CEO/

co-founder Mikko Reinikainen couldn’t

be happier. “I have been visiting for five

years and dreaming of the day we would

exhibit here. All of the major players are

in one place.”

Safera was at IFA to promote Safera

Sense, which it describes as the first

“complete smart cooking sensor”.

Mikko Reinikainen

CEO/Co-Founder, Safera

Compatible with smart home systems

including Google Home and Amazon

Alexa, Safera Sense is designed to help

users avoid cooking fires and monitor

air quality. While currently focused on

the kitchen, the tech could be rolled out

into other scenarios. “We have had a lot

of interest from major companies,” said

Reinikainen. “I said I would be happy if

we managed to connect with one global

player but by the end of the show it was

more like ten.”

Safera organised some meetings ahead

of IFA, “but a big advantage was being

able to demonstrate the technology.

We brought a lot of demonstrators

because there is nothing like being able

to experience a new solution with your

own eyes”

www.ifa-international.org IFA International • Monday 23 September 2019

35


THANK YOU

A VERY BIG

THANK YOU

Hats

off from IFA International to all

those who helped us make this year

another great success

The entire team of IFA International

(pictured) wish to thank all those who

participated in each day’s edition.

Organisers, exhibitors, and trade

have all played their part in making

our editions complete, exhaustive

“decision making tools” for the

industry, in total synergy and

harmony with IFA itself.

Feedback this year has been brilliant.

Here are just a few comments from

our readers:

TRADE

Jochen Pohle

Home Department Manager, EK Servicegroup

Goethe once said that “you only see what you know”. Given the

overwhelming flood of information associated with a global

trade fair such as the IFA, it is incredibly useful to receive wellpresented

news about product trends, exhibitors and trade fair

events. IFA International delivers exactly that and, considering

the tight time frame, this has become a vital landmark for us.

EXHIBITORS

Hakan Bulgurlu

Hakan Bulgurlu, CEO, Arçelik

IFA International is a reliable information resource that every

participant can receive a credible and up-to-date information

about the trade show, companies, products and much more. It

gives a great insight into the latest market trends and what

you will witness in one of the world’s leading trade show for

consumer electronics and home appliances.

Karl Trautmann

Member of the Management Board, ElectronicPartner

IFA International is always very informative and provides

insights about fascinating background topics. In addition, it

is the perfect medium for getting an overview of the trade

fair highlights. Personally, I find the digital version of IFA

International quite practical so that I can read it at any time to

get inspiration for the rest of my trade fair visit.

Olivier Evanno

General Manager of Groupe SEB DACH

The IFA International magazine is a great source of information

and the best way to get the most out of the trade fair in Berlin.

For me it is part of a good start into the day. Since it is produced

live – day by day – at the show, I think IFA International gives the

best overview of the top news, keynotes and product spotlights.

I also use the magazine to get inspired by current market trends

and innovations.

36


© Thomas Keller

HOSPITALITY / RESTAURANTS / BARS

CLUBS / EVENTS / SHOPPING / CULTURE

Best of “Where to Go in Berlin”

Whether it’s a picnic in the park or

a pilgrimage to the various sites of

Berlin’s fallen wall, here’s a recap

of our recommendations for your

time in Berlin, and an eye on what’s

coming soon to the city.

With IFA bringing more than 250,000 people

into Germany’s capital city every September,

we at IFA International try to suggest a daily

broad range of cultural, culinary and leisure

options for visitors who may have time to

spare in their busy schedules. In our Day 1

edition Burkhard Kieker, CEO visitBerlin,

described Berlin as the “city of freedom” and

recommended visitBerlin’s apps Going Local

and About Berlin as mobile guides.

For a perfect mixture of outdoor recreational

park-life and historically significant

architecture Tempelhofer Feld is our first

recommendation for next year’s IFA. The

large parkland became home to Tempelhof

Airport in the 1930s: at the time one of the

world’s largest buildings, it is a monumental

example of the architectural style of the

National Socialist regime. After the airport

closed in 2008, the city of Berlin reclaimed

the structure and the 386-hectare open

space for public use. Today, the area has a six

kilometre cycling, skating and jogging trail, a

2.5 hectare barbecue area, a dog-walking field

and an enormous picnic area for all visitors.

It has also become the home of the German

round of the Formula E World Championship.

As we prepare to say Auf Wiedersehn again,

it is worth remembering that this is a big

year for Berlin – the 30 th anniversary of the

Peaceful Revolution, the end of division

between East and West Berlin and the

beginning of the fall of the Wall in 1989. All

the more reason to make a pilgrimage to the

many different remnants of the old concrete

border. Whether it’s Checkpoint Charlie and

the Asisi Panorama, or the street art haven of

the East Side Gallery – the longest open-air

art gallery in the world. Even in its absence

Tempelhofer Feld – Parklife in the heart of the city

the Berlin Wall still exerts a strong presence

in the city. As Burkhard Kieker of visitBerlin

pointed out, there will be a city-wide Festival

Of Freedom November 4-10 – so if you

needed an excuse to come back and visit

Berlin before the end of 2019, this has to be

top of the list. Feel free to look back at our

various recommendations and we will see you

back here in 2020. Tchuss!

www.ifa-international.org IFA International • Monday 23 September 2019

37


The KaDeWe

Restaurants

Brechts Steakhaus

BRECHTS STEAKHAUS

The Brechts Steakhaus is located directly on the

water in Berlin Mitte at Friedrichstrasse. The

restaurant derives its name from the fact that it

was Bertolt Brecht’s main house.

In addition to first-class Dry Aged Steaks from

grass fed Hereford cattles in Ireland, there are also

over 100 excellent wines from Germany on the

menu. You will also find classics such as the famous

Berlin currywurst, organic chicken, and spare ribs,

from the lava stone grill.

Brechts Steakhaus offers a menu for IFA to

commemorate the new twenties. Three courses for

€34,50

Open daily: 12 noon - 1 am

Brechts Steakhaus

Schiffbauerdamm 7 - 10117 Berlin

Tel: +49 (0)30 2757 2037

www.brechts.de

Metro: S & U Friedrichstraße

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

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 ENTRECÔTE

The Entrecôte is a restaurant and brasserie right

in the heart of Berlin, reflecting the spirit of Paris.

While the “brasserie lifestyle spirit” can normally

only be found in Paris, loved by many poets, writers

and artists, The Entrecôte has brought this esprit

to life in Berlin.

You will find typical French cuisine, such as Le

Saumon Fumé, Les Escargots, Le Foie Gras, Les

Huitres Fines de Claires, and that’s just the starters.

The Entrecôte has maintained its independence

and Berlin style, and has not copied the interiors

of its Parisian cousins. The modern and elegant

but very comfortable interior is a priority of the

management.

Open Monday to Friday 11.30 am to midnight;

Saturday and Sunday 5.30 pm to midnight

The Entrecôte

Schützenstraße 5, 10117 Berlin Mitte /

Checkpoint Charlie

Tel: +49 (0)30 20 16 54 96

info@entrecote.de

Metro: U Kochstrasse U6

Cultural Entertainment

& Shopping

KADEWE

Founded in 1907, the KaDeWe is one of the

world’s most renowned department stores. Its

fine and distinct feel for emerging trends, and the

selection of products and services offered, have

been instrumental in shaping the KaDeWe image.

KaDeWe provides Personal Shoppers who

accompany, serve and expertly advise the

customers throughout a visit, a professional

shipping service completes the convenient

shopping experience. Shoppers with a permanent

residence outside the EU have the possibility of

receiving a tax free shopping at each cash desk and

immediate cash back at the Global Blue Counter on

the 5 th floor.

And in case you missed to visit KaDeWe during

your stay in Berlin explore the On Demand Service

of KaDeWe and shop your favorite pieces via

WhatsApp or e-mail.

KaDeWe - Kaufhaus des Westens

Tauentzienstrasse 21-24, 10789 Berlin

www.kadewe.de/en/

Metro: U Wittenbergplatz U1 U2 U3

The Entrecôte

38

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