IFA International Preview - 2020 SPECIAL EDITION
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PREVIEW
MONDAY 31 ST AUGUST 2020
IFA GLOBAL
PRESS
CONFERENCE
IFA 2020
SPECIAL EDITION
A REAL SHOW
FOR REAL RESULTS
SAFETY INSTRUCTIONS
• After reading, please put this magazine in your
bag or dispose of it immediatly.
• To protect everyone, please do not
leave any magazine lying around
at any time.
THE WORLD’S TOP CONSUMER
LIFESTYLE SHOW IS STILL STANDING
… WITH INNOVATIVE SOLUTIONS
IN THE COVID-19 WORLD
MARKET TRENDS
#08
TV DISPLAYS
AND WEARABLES /
HEARABLES
IFA 2020 SNEAK PEEK
#10
#09
EXCLUSIVE
INTERVIEW
KAI HILLEBRANDT
Chairman of the Supervisory
Board of gfu
SPOTLIGHT ON
INNOVATIVE
PRODUCTS
I NEWS I
EDITORIAL
Richard Barnes
Editor-in-Chief,
IFA International
The first ever “hybrid” IFA
While some trade events are “going virtual”,
IFA this year is a real event taking place with
real people – at the main Messe Berlin show
grounds in the German capital… but it’s not
only that.
With a virtual extension - the "IFA Xtended
Space" - the physical event is complemented
by live and on demand streaming of
presentations, match-making tools and
digital product demonstrations. The Xtended
Space thereby is accessible for both on-site
guests and all other interested participants
around the globe.
On site in Berlin, the IFA 2020 Special Edition
consists of physical live events focusing on
the B2B core functions of IFA, offering a
meeting place for industry and trade in the
IFA Business, Retail & Meeting Lounges
and cross-industry innovations at “SHIFT
Mobility meets IFA NEXT”.
While these event elements are aimed at
trade visitors, media representatives can
exclusively experience the latest products
and services, press briefings and IFA keynotes
live at the IFA Global Press Conference.
Above all, health and safety is a top priority at
IFA 2020 Special Edition, which will take place
from 3 to 5 September 2020 as a three-day
event with a limited number of participants in
accordance with current regulations
IFA International is a CLEVERDIS Publication.
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Jean-François Pieri
• Project Manager: Bettina Badon
• Editor-in-chief: Richard Barnes
• Art Director: Hélène Beunat
• Design & Page Setting: Guillaume
Vinrich
• With the participation of:
Siqiao Fan , Benjamin Klene,
Huidi Wu
>>> To contact them: first name.last
name@ifa-international.org.com
Cover: © gfu
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2020. Information presented in this publication is purely
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IFA 2020 – a very special edition
With IFA just around the
corner, we are keeping a very
close eye on the situation with
the Coronavirus. Health and
safety for visitors, exhibitors,
and even for our team, is the
most important thing. The
good news is that we have
conferred with the regional
authorities for this year’s
IFA and our conception for
health and safety was fully
accepted, and the authorities
said they had no better ideas
than we do! That’s a good
thing.
When we announced that
this year’s event would not
be a normal IFA, we said that the main concept was
to design the different events so we could separate
the participants and organise it in a safer way for
everyone to participate in the show.
If you look at these four events we originally planned,
we can say the Global Press Conference – these
three days of press conferences and announcements
Morning
by Jens
Heithecker Briefing
Jens Heithecker
Executive Vice President
Messe Berlin Group /
IFA Executive Director
by the industry is fully booked.
We can only offer 800 media
representatives attendance for
the event, meaning all others will
have to follow events online. At
the Global Press Conference, we
will have a number of important
global announcements; we
have big companies and smaller
companies, and a good mix of
products. We are very proud to
have been able to bring together
this programme here on stage.
(For detailed programme see page 4)
This year, we have created what
we call the “IFA Extended Space”.
It’s not a virtual trade show. That’s
our intention. It is a very new
concept, and I am very optimistic that most of the
people will be impressed by the modern way in which
we are able to bring all the content to people outside
the show, so that everyone can participate – some in
person and some online.
Either way, we look forward to welcoming you this
year!
IIFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020 3
I NEWS I
Programme subject to change. Please verify on day of event.
Press Conferences at
IFA 2020 Special Edition
DAY 1 - 3.9.20
9:30 - 10:00 gfu & Messe Berlin & GfK Opening Conference Room 3²
10:00 - 11:00 Qualcomm Recorded Opening Keynote Conference Room 3²
11:00 - 11:15 Room change from hall 3.2 to hall 4.2
11:15 - 12:00 LG Hybrid Press Conference Conference Room 4²
12:00 - 12:15 Room change from 2 to 1
12:15 - 13:00 BSH Press Conference Conference Room 3²
13:00 - 13:15 Room change from 1 to 2
13:15 - 14:00 TCL Press Conference Conference Room 4²
14:00 - 14:15 Room change from 2 to 1
14:15 - 15:05 Huawei Recorded Press Conference Conference Room 3²
15:05 - 15:15 Room change from 1 to 2
15:15 - 16:00 Haier Press Conference Conference Room 4²
16:00 - 16:15 Room change from 2 to 1
16:15 - 16:40 Schneider electric Hybrid Press Conference Conference Room 3²
16:40 - 16:55 Room change from 1 to 2
16:55 - 17:20 Beurer Press Conference Conference Room 4²
17:20 - 17:35 Room change from 2 to 1
17:35 - 18:00 GfK - Closing of the day Conference Room 3²
18:00 End of GPC PROGRAMME Day 1
DAY 2 - 4.9.20
9:30 - 9:45 Messe Berlin & GfK Opening Conference Room 3²
9:45 - 10:30 Miele Press Conference Conference Room 3²
10:30 - 10:45 Room change from 1 to 2
10:45 - 11:10 Hyundai Press Conference Conference Room 4²
11:10 - 11:25 Room change from 2 to 1
11:25 - 12:10 Honor Press Conference Conference Room 3²
12:10 - 12:25 Room change from 1 to 2
12:25 - 13:10 Realme Press Conference Conference Room 4²
13:10 - 13:25 Room change from 2 to 1
13:25 - 13:50 Neato Robotics Press Conference Conference Room 3²
13:50 - 14:05 Room change from 1 to 2
14:05 - 14:30 Shelly / Allterco Robotics Press Conference Conference Room 4²
14:30 - 14:45 Room change from 2 to 1
14:45 - 15:10 Tuya Information Technology
Press Conference (25) Conference Room 3²
15:10 - 15:25 Room change from 1 to 2
15:25 - 15:50 Ecovacs Press Conference (25) Conference Room 4²
15:50-16:05 Room change from 2 to 1
16:05-16:30 GfK - Closing of the day (25) Conference Room 3²
16:30 End of GPC PROGRAMME Day 2
DAY 3 - 5.9.20
10:00 - 10:15 Messe Berlin Opening Conference Room 3²
10:15 - 10:40 Ataraina Hybrid Press Conference Conference Room 3²
10:40 - 10:55 Room change from 1 to 2
10:55 - 11:20 Satisfyer Press Conference Conference Room 4²
11:20 - 11:35 Room change from 2 to 1
11:35 - 12:00 SHIFT Phones Press Conference Conference Room 3²
12:00 - 12:15 Room change from 1 to 2
12:15 - 12:40 Alibaba Press Conference Conference Room 4²
12:40 - 13:00 Room change from 2 to 1
13:00 - 14:30 IFA Press Conference "Sneak Peek 2021" Conference Room 3²
14:30 End of GPC PROGRAMME Day 3
gfu Insights and Trends
This year’s gfu innovation forum, which will be held exceptionally
as part of IFA 2020 Special Edition, will be dedicated to the Corona
pandemic. Despite the unusual setting, the event will, as usual, offer
exciting input on the consumer & home electronics sectors.
It will take place exceptionally within the framework of IFA on
Wednesday, September 2, from 2:00 to 4:00 pm at the Berlin
Exhibition Grounds. The discussion and presentation forum gfu
Insights & Trends 2020 can be attended as a face-to-face event or
streamed live online
IFA NEXT innovation
engine
THURSDAY, SEPTEMBER 3, 2020
10:30 am - 10:50 am
Innovation in Mobility
Location: City Cube Level 1 /
Innovation Engine Stage
Speaker:
Nick Sohnemann
Future Candy, CEO
10:50 am - 11:00 am
GoBe Telepresence Robot in Action
Location: City Cube Level 1 /
Innovation Engine Stage
Speaker:
Members of GoBe Team
11:00 am - 11:15 am
Are we ready for the future of mobility?
Location: City Cube Level 1 /
Innovation Engine Stage
Speaker:
Tony Günther, Okai Europe
11:15 am - 11:25 am
Virtual Travel Use Case: Mission to Mars
Location: City Cube Level 1 /
Innovation Engine Stage
Speaker:
Jonathan Nowak
SPREE Interactive, CEO
11:25 am - 11:35 am
The Evectro Scooter & B2B Sharing
Location: City Cube Level 1 /
Innovation Engine Stage
Speakers:
Members of Evectro Team
11:35 am - 11:50 am
State of the cargo bike
Location: City Cube Level 1 /
Innovation Engine Stage
Speakers:
Tobias Lochen, Sigo, CEO
Jonas Kremer, Citkar, CEO
11:50 am - 12:00 pm
RCCO E-Sport Series
Location: City Cube Level 1 /
Innovation Engine Stage
Speaker:
Mike Rockenfeller
AUDI DTM driver
12:00 pm - 01:00 pm
Computer image
Location: City Cube Level 1 /
Innovation Engine Stage
01:00 pm - 01:15 pm
Your home is turning autonomous - a
glimpse into the future of smart living
Location: City Cube Level 1 /
Innovation Engine Stage
Speaker:
Erik Ackner
Mercku, President Mercku Europe
AN INTELLIGENT RADIATOR
CONTROLLER FOR A WARM -
AND ECONOMIC HOME
The Tapo E100 by TP-Link controls one's home heating
simply and easily.
Extremely easy to install, users can view and control
temperatures via Tapo app, Amazon Alexa or Google Assistant
anytime, anywhere.
Further features include an LED display, which constantly
tracks status, and window-open detection, along with an
automatic schedule system which
helps users further save energy
IFA GLOBAL
PRESS CONFERENCE
Hall 1.2 / Stand 211
ADVERTORIAL
4 IFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020
www.ifa-international.org
I NEWS I
SHIFT Mobility
meets IFA NEXT –
Innovations ahead!
As part of the IFA 2020 Special Edition,
over 35 exhibitors at SHIFT Mobility
meets NEXT will be presenting forwardlooking
innovations from mobility,
consumer and home electronics
As part of the IFA 2020 Special Edition, the SHIFT
Mobility and IFA NEXT areas will be merged. From
September 3 rd to 5 th , numerous exhibitors will present
their #coinnovations.
SHIFT MOBILITY
MEETS IFA NEXT
Decision-makers from the
fields of mobility, automotive,
infrastructure, urban
development, architecture,
AI and big data will meet on
September 3 and 4, 2020 at
the interactive SHIFT Mobility
Convention to discuss the
future of mobility. A platform
to meet-up with developers,
leading heads from research,
as well as start-ups, business
angels and venture capitalists.
SHIFT Mobility presents highranking
experts with insights
of the future, including Michael
Lohscheller (CEO Opel),
François Bausch (Minister of
Transport Luxembourg), shared
mobility expert Sandra Phillips
(founder and CEO Movmi),
James Ehrlich (Stanford
University / developer ReGen
Villages) and Renzo Vitale
(Creative Director Sound
Design BMW Group).
SHIFT @ IFA 2019
At the SHIFT Mobility meets
NEXT exhibition area, ABL
Social Federation, Dekra,
ECCOV Inc., Framen, Future
Candy, Hyundai, Rooom,
Signals and Vive la Car amongst
others will be presenting latest
trends and future technology.
As part of IFA NEXT, more than
25 start-ups will give an outlook
on their pioneering innovations
and what new trends, products
and services will be experienced
in the coming months.
"At IFA NEXT, innovation
traditionally meets inspiration.
This unique combination
creates clear added value for
all those who want to know
at an early stage which new
products will be highly relevant
for the industry," explains Dirk
Koslowski, Director of IFA
PART 1 OF THE MOBILITY
REVOLUTION
talking about alternatives: The
mobility transition begins with
understanding and clearly
conveying that it is primarily about
transporting people. The question
then arises of how to create the
best possible conditions for the
most suitable vehicle. Not only the
tolerable greenhouse gas and noise
emissions are limited resources - so
is public space, not only in urban
areas but also outside of urban
areas. The goal can only be to use
these limited resources as efficiently
and sustainably as possible in terms
of mobility.
PART 2 OF THE MOBILITY
REVOLUTION
creating alternatives: We are not just
talking about attractive alternatives,
but creating them. Do not plan longdistance
transport, public transport
and cycle paths with the aim of
others using them and thus clearing
the road for yourself, but rather
make the alternatives so attractive
that you can hardly wait to change
yourself.
François Bausch
Luxembourg’s Minister for Mobility
and Public Works
Luxembourg’s Mobility
Revolution... Or: are our
streets really too narrow?
Luxembourg’s Minister for Mobility and Public
Works, François Bausch will be speaking at this
year’s SHIFT Mobility conference. We asked
him to give us a foretaste of his presentation
We do the same with the railway. In
March 2020, we gained worldwide
attention when making all public
transport free of charge. But that's
not what makes car drivers get
on trains. Travelling by train was
much cheaper beforehand. We
are untangling track interlacing in
train stations in order to increase
reliability; increasing capacity in
the direction of France by doubling
the routes; creating transfer parking
spaces with our Belgian neighbours;
and making a freight train track
suitable for passenger trains to Trier.
We order the latest rolling stock,
extend platforms to 250m, and
inform passengers in real time about
multimodal routes. We are spending
around €450 per inhabitant per year
on railway infrastructure, by far the
biggest amount in Europe, with
“only” roughly twice as high a gross
domestic product per inhabitant
3 September - 1pm - 1:20pm
IIFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020 5
I NEWS I
ADVERTORIAL
For coffee specialities
with the perfect milk froth:
the new CM6
MilkPerfection
from Miele has it all
Anyone who appreciates the value of a perfect cup of coffee knows
that it’s not just the quality of the beans and the crema that matter –
the milk froth is crucial too.
At IFA, Miele is showcasing a new product
which – in the company’s own words – is setting
new standards in this respect. By adding two
bursts of steam, the CM6 MilkPerfection is able
to create double milk frothing.
“This double Venturi process not only increases
the temperature of the milk froth but also
creates a particularly light texture,” explains
Michael Wolbeck, Product Manager for coffee
makers at the Miele Group.
FOUR PRESET MODES
PROVIDE ADDITIONAL USER
CONVENIENCE
The choice of beverages available in the
CM6 has been expanded to include espresso
macchiato, flat white and numerous tea
varieties, amounting to 18 creations in total. To
suit their preferences, users can amend the
quantities of water, milk and froth at any point
during preparation. Further settings, such as
the quantity of coffee that is ground, water
quantity, water temperature and pre-brewing
option, can be stored – subject to the model – in
four or eight custom user profiles.
By selecting four preset modes, the CM6
MilkPerfection meets the needs of users without
parameters having to be set individually. As a
result, operating the machine in the basic Eco
mode is particularly energy-efficient. While in
Barista mode, the heater element quickly brings
the machine to the right temperature. Latte
mode, meanwhile, guarantees the shortest
possible waiting times for coffee specialities
with milk. And Party mode is optimised to
prepare lots of different beverages as quickly
as possible – and with very few switch-on or
interim rinses.
CLEANING NOW
EVEN EASIER THAN EVER
When it comes to cleaning too, the CM6
MilkPerfection offers even greater convenience
than ever before: the machine features a
double tube, meaning it is no longer necessary
to disconnect and reconnect the tubes when
automatically rinsing the milk hose. The first
tube connects the milk container to the coffee
machine, while the second is used for the
rinse water. Depending on the model, a glass
milk container is included in the delivery. The
container is dishwasher-safe, as are the drip
tray, water container and waste container.
The brew unit on every Miele machine can be
removed and easily cleaned under the tap.
THREE VERSIONS, SEVEN COLOURS:
Depending on the model and country, three
versions and seven colour combinations are
available, including Lotus white, Obsidian
black CleanSteelMetallic and Graphite grey
PearlFinish. The CM6 MilkPerfection will be
available from autumn 2020
IFA GLOBAL
PRESS CONFERENCE
Hall 1.2, 3.2, 4.2
Miele Press Conference : Friday 4 Sept. 9:45 am
Conference Room 3.2
NEW
SMART
NETWORKING WITH
THE MIELE@MOBILE
APP
All models in the CM6 series are now
network-enabled. Using the Miele app and
a smartphone or tablet, it is possible, for
example, to display the current cleaning
status of the machine, start preparing a
beverage remotely (MobileControl) or
control the machine via voice commands
and Amazon Alexa. The app can also be
used to order more Miele coffee.
Specially for espresso fans, the Miele app
also offers a BaristaAssistant. This guides
the user step by step through a tasting
session to ensure that they get the perfect
cup of coffee. The relevant machine
settings can then be stored as a personal
taste profile
6 IFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020
www.ifa-international.org
I NEWS I
Real business… face-to-face
Retailers and distributors from more than 50 countries will leverage
IFA Business, Retail & Meeting Lounges
In order to support industry and trade, meeting spaces in the
IFA Business, Retail & Meeting Lounges will be offered as part
of the IFA 2020 Special Edition. These B2B Lounges will be an
exclusive meeting-point for retailers and manufacturers, with
a relaxed atmosphere for efficient appointment coordination
and successful discussions.
The IFA Business, Retail & Meeting
Lounges enable meetings in a
relaxed atmosphere. Only preregistered
trade visitors are
admitted to this exclusive area in
the City Cube.
In addition to more than 200
pre-registered retailers and
distributors from Germany,
including representatives of EK/
servicegroup, Euronics, expert,
EP: Electronic Partner, Telering
and Media-Saturn Deutschland
GmbH, more than 250 international
retailers and trade visitors from
more than 50 countries have already
expressed interest in attending.
Meanwhile, Euronics Deutschland
eG is holding its annual general
meeting on 6 September at the
Berlin Exhibition Grounds.
Dirk Koslowski
IFA Director, Messe Berlin
PERSONAL,
TRUSTFUL CONTACT
IS AND REMAINS
AN ESSENTIAL
FOUNDATION
FOR SUCCESSFUL
BUSINESS
RELATIONS
“Personal, trustful contact is and
remains an essential foundation
for successful business relations”,
said Dirk Koslowski, IFA Director.
“Through the IFA 2020 Special
Edition, we would like to once
again provide the best possible
support to retailers and industry in
their preparations for the end-ofyear
business. The IFA Business,
Retail & Meeting Lounges are
the first opportunity to meet faceto-face
again and to coordinate
strategies with retail partners,"
Koslowski continued. "Even though
the dimension and brand variety of
this lounge area is inevitably limited
due to current circumstances,
the personal interaction is all the
more important.”
EK/servicegroup, as a longstanding
partner of IFA, is one
of the participating retail co-ops
looking forward to this opportunity.
Franz-Josef Hasebrink, CEO of EK/
servicegroup said, "To us, IFA is an
important driving force and always
a fixed date in our calendar. We will
be there again this year with our
team, taking into account the very
good security concept, in order to
learn about exciting new products
and innovations for our more than
4,000 affiliated retail partners. All
market participants benefit from
a strong IFA. For us as a Buying
Association and thus a creator
of networks between trade and
industry, IFA is very important."
For their part, key manufacturers
are throwing their support behind
the new IFA format, also present
at the Global Press Conference.
Matthias Ginthum, Chief Markets
Officer (CMO), BSH Hausgeräte
GmbH, said, “The world economy
has been badly hit by the pandemic.
The current developments give
hope that our home appliance
industry will recover somewhat
faster than other industries. It is
therefore all the more important
now to work together to offer
consumers attractive incentives.
IFA is and will remain the most
important showcase for trends and
innovations. As the market leader,
we are therefore taking advantage
of the alternative concept of IFA
2020 and will present new answers
and solutions for every consumer
need with our equipment and
digital services at the IFA Global
Press Conference on September
3.”
VIRTUAL MARKET PLACE
AND XTENDED IFA
SUPPORT PREPARATION
AND NETWORKING
By visiting the Virtual Market
Place, trade visitors can already
see who will be exhibiting, make
appointments and purchase tickets
for the IFA 2020 Special Edition.
Just before and during the event,
the virtual extension of IFA, IFA
Xtended Space, offers additional
networking options
SAFETY FIRST
While this preview edition
of IFA International is only
available in “soft” format, usage
restrictions will apply to the
print editions of the magazine
at the show itself.
Due to Covid-19 restrictions
and regulations, we kindly ask
that if you take a magazine, that
you do NOT pass it on, and do
NOT leave it lying in a place
where someone else can pick
it up.
Please either keep it in
your bag, or dispose of it
thoughtfully in an appropriate
rubbish bin.
Together, we can keep the virus
at bay
IIFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020 7
I NEWS I
Market trends
Futuresource plots the course
and delivers important projections
TV DISPLAYS
The COVID-19 lockdown actually
benefited TV sales in many countries
during H1 as consumers withdrew
into their homes and focused
more on home entertainment. TV
provided both a source of news
and a distraction from world events.
However, the outlook for the rest of
the year is uncertain at best, with the
economic impact likely to be severe,
even if a feared widespread ‘second
wave’ of the virus does not occur. In
view of this – and the postponement
of major sporting events such as the
Olympics, Futuresource has lowered
its Pre-COVID Global TV market
forecast by 22m units resulting in a
7.2% unit decline in 2020 Vs 2019,
with a CAGR to 2024 of 2.9%.
As part of the premium segment,
OLED uptake is likely to be hampered
by the COVID-19 economic impact,
as consumers economise. OLED
is forecast to reach 3.4m units
worldwide in 2020, representing 1.5%
of global shipments in 2020, rising to
nearly 4% in 2024.
With already existing barriers such as
lack of content and high prices being
exacerbated by the pandemic, 8K
LG-8K-TV
shipments are set to reach just 495K
units for 2020, representing only 0.2%
of the market. As manufacturers aim
to make the TV the control centre of
the Smart Home, while improving
the user experience at home,
TV shipments with built-in voice
capability will reach 51.8m units by
2024. Most brands however will stay
with the “Works with” strategy which
is more cost-effective.
4K UHD continues to grow its share
of the TV market; 62% of shipments
in 2020, as brands continue to
transition their ranges from HD in
order to boost ASPs.
The trend towards larger screen
sizes will ensure sales in Europe of
TVs above 40” will fare better than
smaller sizes in the aftermath of
COVID. Panels between 40” and 69”
are forecast to fall by 4% in 2020 and
a CAGR to 2024 of 2.9%. However,
unit sales of screens of 70” and above
will increase by 7% this year, with a
CAGR to 2024 of 15%
Source - Futuresource
There is probably no better time or place
to track industry market trends than at
IFA. This year is no exception, despite the
bedlam caused by the Covid-19 crisis.
In each edition, IFA International will be
covering several areas of importance.
In this edition, we look at TV displays
and Wearables / Hearables.
WEARABLES/HEARABLES
Overall, the wearables market
as a whole is still expected to
grow in 2020 despite Covid.
The increased consumer
awareness around health and
wellbeing fits in with the major
USPs of wearable devices, and
future product developments
are expected to expand on
this trend.
The emerging
ecosystem of
connected devices
will also become a
key source of growth
for wearables. The
interaction of the
smartwatch and
hearable elevates the
consumer proposition of
these devices; the audio
and voice capabilities of the
hearable improve on those
currently available on the wrist,
while the biometric tracking
done in the ear is also of greater
quality in terms of accuracy and
reliability.
Google’s pending acquisition
of Fitbit, if approved, would
be a significant shift in the
competitive landscape for
smartwatches. Currently, the
market is dominated by Apple,
with Samsung and Fitbit
following. WearOS devices
have struggled to attain notable
market share in wearables, but
with the acquisition of Fitbit,
Google will hope to propel itself
into a competitive position to
rival Apple. Google are aiming
to create an ecosystem that
rivals Apple, with its hearables
– the Pixel Buds – a rival to
the Airpods, and wrist-worn
wearables are another frontier
of this competitive dynamic.
Google’s wearables strategy
will
not only
involve the continuing
development of WearOS, but
will also likely see the vendor
look to develop its own Pixel
watch as well as continue to
support the Fitbit brand
Source - Futuresource
8 IFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020
www.ifa-international.org
I EXCLUSIVE INTERVIEW I
GFU INSIGHT & TRENDS
2020 - “GERMANY IN
A BALANCING ACT
BETWEEN RETHINKING
AND RETURNING TO
NORMALITY”
Kai Hillebrandt
Chairman of the supervisory
board of gfu Consumer & Home
Electronics, organiser of IFA
New blood and new vision for
German industry association
Exclusive Interview - Kai Hillebrandt - Chairman of the
supervisory board of gfu Consumer & Home Electronics,
organiser of IFA
Kai Hillebrandt was recently elected as
Chairman of the Supervisory Board of
gfu. We asked what his vision is for the
future of the association.
The IFA 2020 Special Edition with
its pandemic-related challenges
is currently at the top of our
agenda. But we are optimistic of
the success of this event because
Messe Berlin has proven to be
a well-established and reliable
partner at our side. A major goal
for the future is clearly to continue
and further develop the success
story of gfu and IFA together
with Messe Berlin. Naturally, the
conception of IFA 2021 will also be
a key focus very soon.
What will you change?
Our team at gfu around the
new managing director, Dr Sara
Warneke, is in excellent shape. I can absolutely
rely on their strong support and therefore see no
need for change this setup in the future. Since
the gfu supervisory board will also be composed
of three people again by 2021, I am very positive
about the future of the gfu.
A MAJOR GOAL
FOR THE FUTURE
IS CLEARLY
TO CONTINUE
AND FURTHER
DEVELOP THE
SUCCESS STORY
OF GFU AND IFA
TOGETHER WITH
MESSE BERLIN.
The Coronavirus is still omnipresent … but in
years to come, what permanent changes will
take place in the industry due to this crisis?
Consumers are currently focusing more and
more on their homes and are willing to invest in
innovative technology. You could observe this
during the lockdown. As a result,
demand for both household
appliances, such as products
for cooking, cleaning and health
care, as well as home electronics
has risen. For example, the
increased use of home office and
home schooling is reflected in
the very positive development of
the IT sector. Classic consumer
electronics can also benefit,
as is well illustrated by the
positive trend in the TV market.
Incidentally, the trend towards
larger and very well-equipped
televisions is clearly continuing
here. In other words, our industry
offers a large number of technical
products that are in increased demand during the
crisis - however, it is difficult to say which of these
current trends will outlast the crisis.
Nevertheless, I am convinced that our industry
will continue to hold its position thanks to its
innovative strength
In a two-hour programme, different
actors from science, industry and
commerce will explain how they have
dealt with the challenges of the Corona
era, what insights they have gained,
what solutions have been found and
what we can all learn from them for the
future. But consumers also have their
say. In a large representative study, the
gfu surveyed the people of Germany
comprehensively… but not only on
Corona virus issues, because while
Corona has long been the defining
theme, there are a number of other
aspects that will shape the consumer
and home electronics industries, the
technology sector, and our lifestyle today
and for the future.
ON THE STAGE:
Kai Hillebrandt, Chairman of the
Supervisory Board of gfu, presents the
results of the latest market study of gfu:
“Corona virus impact on the consumer
electronics and home appliances
market, digitalisation, and society.”
Cornelia Schneider-Pungs, Education
Specialist, Microsoft: “Germany at
home - digital work and learning - what
will the teaching profession look like in
the future?”
Patrick Schmich, Head of
Epidemiological Data and Survey
Centre, Robert Koch Institute: “Corona
Apps: Experiences and Results”
Marco Bühler, Managing Partner,
Beurer GmbH: “Preventive Digital
Health: Impulses & Future Prospects in
a Post-Corona World”
Volker Klodwig, Executive Vice
President Sales, BSH Home
Appliances and Supervisory Board of
gfu: “Out of the crisis into the boom:
How manufacturers and retailers are
strengthening the new feeling at home”
Dirk Wittmer, Managing Partner,
Euronics XXL Johann + Wittmer GmbH
and Chairman of the Supervisory
Board Euronics eG: “Corona Best
Practice Marketing (making the internet
a friend)”
2 September 2020
2pm to 4pm - Hall 3.2
IIFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020 9
I PRODUCT SPOTLIGHT I
Sneak Peek
IFA 2020
SPECIAL EDITION
A round-up of some of the coolest new products on display at this year’s show
DEEP ONE PRESENTS A “WEARABLE
SUBWOOFER” FOR GAMING, MUSIC AND HOME
CINEMA
The “wearable for immersive sound” lets user feel basses similar
to the feeling in a night club or concert but silent for other people.
Family and neighbours will not be disturbed. Users can dive into
their entertainment through deep body sound haptics.
- Gaming, Music, Movie, VR
SHIFT MOBILITY
meets IFA NEXT
Hall A / CityCube 111
KEY SELLING
POINTS
Feel the bass without
disturbing neighbours
Cool Design
German manufacturer
RESOUND ONE – INDIVIDUALISED
HEARING AIDS
ReSound ONE is at IFA as an entirely new class of
hearing aids offering a truly individualised hearing
experience and the best sound quality for every user.
Just like a fingerprint, each person’s hearing is unique.
Yet the most commonly worn hearing aids use a
standardised approach modelled on an “average ear”,
which can often compromise sound quality. ReSound
ONE is a breakthrough that gives each user a solution
individualised precisely to their own hearing anatomy.
IFA GLOBAL PRESS
CONFERENCE
Hall 1.2 / Stand 207
KEY SELLING POINTS
150 years’ experience of
Copenhagen-based company
Individualised hearing experience
Streamlined design
MEATER: HIGH-TECH MEETS CULINARY
AT IFA 2020 SPECIAL EDITION
Together with the dedicated app, Meater, the smart meat
thermometer from Apption Labs, allows users to achieve
superb cooking results every time, completely cable-free.
The high-end probe is equipped with a Bluetooth connection,
permanently measuring the internal and external temperature
of the meat, guiding the user though the cooking process
step by step through the intuitive Meater App. The app
constantly provides information on the cooking status of the
meat, right up to the recommended resting phase, to ensure
juicy results.
KEY SELLING POINTS
SHIFT MOBILITY
meets IFA NEXT
Hall A / CityCube 125
Makes cooking meat child’s
play
The app helps users at all
points along the way
Available in three versions –
from entry level to premium
ProfiCare BRAND LAUNCHES HIGH-SPEC
AIR PURIFIER
Based in Kempen in North Rhine-
Westphalia, ProfiCare is launching
the Comfort air purifier (PC-LR 3083)
for a “pleasant room climate”.
The device features a 4-fold filter
system, ion function and APD sensor,
enabling it to clean rooms up to 60
sq m without chemical additives.
WiFi control means users can easily
operate the unit via their home
wireless system or via the Internet
when they’re on the go.
The app not only gives information on
air quality, but users can also control
all functions directly at the swipe of a
finger on their smartphone or tablet.
The 4-fold filter system is made up of
a washable pre-filter, a HEPA filter, an
activated carbon filter and a catalytic
filter. It also features air pollution
detection and a switchable ion
function, for fresh, electrostatically
neutral air.
IFA DIGITAL
KEY SELLING
POINTS
Four-phase filtering
German branding
Whisper quiet operation
10 IFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020
www.ifa-international.org
WHERE
© Thomas Keller
TO GO IN
BERLIN
Establishing “Schiffbauerdamm Berlin IG”:
a win for diversity
in central Berlin
The German capital's largest promenade has been created
along the Spree River, designed by five local restaurateurs.
The Schiffbauerdamm in Mitte
is a very special place: a lively
riverside street steeped in history
in a beautiful location on the water,
bringing together a diversity of
restaurants. The district has been
known for its countless offerings
since the golden 1920s - combining
art, culture and gastronomy. The
famous “Berliner Ensemble” is in the
immediate vicinity, Friedrichstrasse
and also the Tränenpalast, Museum
Island and the government district
are within walking distance.
The restaurants, together with
the Waterways and Shipping
Office, supplied the bank with a
long single balustrade makingup
Berlin's longest and largest
summer terrace. Whether you
have restricted travel freedom or
not: Here on Berlin's longest bank
terrace on the Spree, in the stylish,
cozy pubs, bars and pubs, a short
culinary journey through diverse
Europe is now always possible -
with the prescribed distance to be
safe and healthy upon return to your
homeland
S-Bahn and U-Bahn:
Friedrichstrasse
Schiffbauerdamm Berlin IG is an
association founded in order to
allow this distinctive neighbourhood
shine again in its old splendour,
with the Spree embankment
promenade on Schiffbauerdamm.
The gastronomy represented by
these five restaurants represents
the international variety for which
Berlin is renowned: the classic
Italian restaurant "Vaporetto", the
Cologne institution "Permanent
Representation", the capital pub
"Berliner Republik", The Irish
original “Murphy’s Irish Pub", the
“Brechts Steakhaus” for meat lovers,
the cosy “Vincent" piano bar, the
charming "Bar a Vin" wine bar and
the traditional French “Ganymed
Brasserie”.
Schiffbauerdamm by Gustav Kalhammer (1911) - courtesy of Metropolitan Museum
IIFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020 11
WHERE
TO GO IN
BERLIN
© Thomas Keller
RESTAURANT
Brechts Steakhouse -
The special "meat treat" on the Spree
"... to be put in the pit without having
enjoyed a mouthful of good meat is
inhuman ...", wrote Bertolt Brecht and,
as the namesake, laid the foundation
stone for the philosophy of the
Brechts Steakhaus restaurant on
Schiffbauerdamm. While the interior in
the modern restaurant on the banks of
the Spree tends to focus on restraint -
brasserie style with clear lines, cosy light
in a pleasant atmosphere - the dishes
show what the focus is on: the best in
gourmet meat. Chef Christoph Ganzert
ensures the ultimate in gastronomic
enjoyment, with his knowledge,
standards, craft and his culinary art
keeping the level of the Brechts Steakhaus
well above the standards of the others.
The restaurant has 100 indoor and 100
outdoor seats and is open daily from
12:00 to 2:30 p.m. and from 5:00 p.m.
to 10:00 p.m.
Brechts Steakhaus
Schiffbauerdamm 7
10117 Berlin
Tel: +49 (0)30 2757 2037
www.brechts.de
Metro:
S & U Friedrichstrasse
S2 S25 S5 S7 S75 U6
RESTAURANT
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 in their great offer of typically French cuisine, dishes such as saumon
fumé, escargots, foie gras, huitres fines de Claire. Entrecôte has maintained its
independence, and has not copied the interiors of its Parisian cousins. There is
no fake Art Deco here, the visitor is perfectly aware of being in Berlin. The modern
and elegant but very comfortable interior is a priority of the management. This
does not in the least impair the lifestyle, quite the opposite.This is what makes the
Entrecôte so real.
Monday to Friday from 11:30 am to midnight;
Saturday and Sunday from 5:30 pm to midnight
Entrecôte Gaststätten GmbH
Schützenstraße 5,
10117 Berlin Mitte/
Am Checkpoint Charlie
Tel: +49 30 20 16 54 96
info@entrecote.de
Metro: U Kochstrasse U6
BAR
THE PEARL BAR
The Pearl is one of the most innovative
and modern bars in the western part
of Berlin. It's not far from Ber lin‘s
famous “Ku’damm” and is located next
to a waterfall in the base ment of the
“Kantdreieck”, facing the “Theater des
Westens”.
From Friday to Saturday, the team of
The Pearl Berlin presents its vision of
high class nightlife. It is always more
The Pearl Bar
Fasanenstraße 81
10623 Berlin
www.thepearl-berlin.de
than worth a visit if you are looking for
an extraordinary night life experience in
combination with professional service
and the best DJ’s in town.
Due to Covid-19 you’ll need a table
reservation.
Opening hours:
On Fridays and Saturdays: 9pm
RESTAURANT
From Burgundy to the Mediterranean:
French specialties in the Ganymed
Brasserie
The Ganymed Brasserie could easily assert itself on La Croisette in Cannes or on the
streets of Paris.
Fortunately, this charming restaurant is located directly on the Spree here in Berlin:
on Schiffbauerdamm, diners can enjoy classics such as Bœuf Bourguignon, Coq au
vin and Steak Frites in a French ambience. Or what about a fine crustacean étagère
or oysters "Fine de Claire" to relive memories of the last Mediterranean vacation... or
the tartare, which is freshly prepared at one's table.
The Ganymed Brasserie is a meeting point for celebrities from politics, society and
culture, but also for Berliners and tourists who value fine quality food and drink.
NEWS: In spring 2020, owner Michael Pankow, in collaboration with four other
restaurateurs, completed Berlin's largest summer terrace on Schiffbauerdamm,
making the location by the water a must-see.
Open daily from Mid-day to 2:30pm
and from 5pm to 10pm.
Ganymed Brasserie
Schiffbauerdamm - 510117 Berlin Mitte
Tel: +49 (0)30 28 59 90 46
www.ganymed-brasserie.de
reservierung@ganymed-brasserie.de
Metro: S & U Friedrichstrasse
12 IFA INTERNATIONAL • MONDAY 31 ST AUGUST 2020
www.ifa-international.org
HALL PLAN