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Day 4 - IFA International

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CONfERENCE & EvENT ifA

CONfERENCE & EvENT ifA iNTERNATiONAL KEYNOTES 2009 What direction will technology take? What will future standards look like? How will these developments affect my present business model? You will find out all about these topics at the IFA International Keynotes - in exciting lectures from international top managers from the CE and Household Appliances industry. They will convey their insider knowledge to you regarding the latest product developments, industry trends and strategies. Take advantage of this unique opportunity to meet the industry stars and to get the latest industry news firsthand. Ferdinand Kayser President & CEO of SES ASTRA 7 th September 2009 @ 9:45 – 10:30 a.m. Location: Hall 7.1a, IFA International Keynote Area SES ASTRA, the right partner for business - shaping new markets, driving innovation, developing HDTV. A recipe for joint success Statement of Motivation As the most important Consumer Electronics trade show IFA creates strong impulses for the industry and also gathers many of our key stakeholders. IFA therefore represents a perfect opportunity for us to meet with our partners and to align our business activities and innovations in the field of satellite broadcasting with their business initiatives and objectives. We are very pleased to participate in this year’s IFA keynote that offers an ideal platform to demonstrate how SES ASTRA drives growth along the value chain and creates business opportunities for broadcasters, hardware manufacturers, retailers and installers. Abstract of Speech As the leading satellite operator in Europe, ASTRA delivers services to more than 122 million homes and transmits more than 2,500 television and radio channels in Europe. Ferdinand Kayser, President & CEO of SES ASTRA will show how ASTRA drives growth along the value chain and fosters innovation in television by applying three principles: partnership, neutrality and innovation. Using the example of HDTV he will demonstrate how ASTRA is working to build and grow new TV markets and stimulate digitalisation. With nearly 80 High Definition channels from Europe´s leading broadcasters ASTRA today represents the most important HDTV platform. The recent launch of HDTV across Europe will create new market dynamics and proves that satellite remains unrivalled for the transmission and reception of broadcast television. Find out how ASTRA´s neutral market approach facilitates different business models; creating opportunities for broadcasters, hardware manufacturers, retailers and installers. MEDiENPOLiTiK@ifA 2009 Location: ICC Berlin - Saal 3 A SHIFT OF PARADIGM IN DIGITISATION – FREE MARKETS IN A COMPETITIVE ENVIRONMENT Next Generation Broadcast – a new era is about to begin. New business models and technological developments are shaking up the media industry structures and setting new challenges. The specialist forum medienpolitik@IFA 2009 examines the fundamental changes in the media industry, which are currently amplified by the transition to high-definition media, the digitisation of broadcasting networks, the ability to individually address end devices, the continuing integration of IP technologies in broadcasting and consumer electronics devices, as well as an ongoing convergence as a result of increasingly networked households, the availability of broadband internet access, and satellite and cable reception. medienpolitik@IFA targets media policy decision-makers, journalists, experts from federal state broadcasting corporations and federal government, representatives of private and public sector networks, the CE industry and dealers, associations with a media industry focus, experts, scientists and interested consumers. 7 th September 2009 @ 2-3 p.m. Welcome to high definition – will HDTV be the driving force behind digitisation? Is the new standard of television viewing sufficient as an argument to introduce audiences to the world of digital HDTV? How can we accelerate the digitisation of households and help to make HDTV a success? 8 th September 2009 @ 12a.m.- 1 p.m. Welcome to the digital world: interoperability – an opportunity? Digitisation goes hand in hand with commercial business models which are increasingly focused on addressability and encryption. Can we halt the fragmentation of the markets by ensuring interoperability? 8 th September 2009 @ 2-3 p.m. Welcome to convergence – does anyone still know their way around? The networked living room and hybrid devices which bring TV broadcasting and internet broadband to a single screen are proof that the world of convergence has now finally arrived. At the same time new alliances of content providers and industry are being forged. Do consumers and regulators still know their way around? Who are the winners and losers in this process? 10 www.ifa-international.org IFA International • Monday, 7 th September 2009

at w w w.ifa-international.org KEYNOTE REVIEw COLLABORATION IS KEY TO TELECOMMUNICATIONS INNOVATION, SAYS AKHAVAN KEYNOTE SpEAKER ExpLAINS HOw Download Podcast TELECOMMUNICATIONS CAN dRIVE THE dIgITAL LIfESTYLE Download Video at w w w.ifa-international.org The future innovation of telecommunications rests on open collaboration between CE, computer and telecom companies, said Hamid Akhavan in his keynote speech on Saturday. The COO and Member of the Board of Management at Deutsche Telekom AG, was outlining the ways in which telecommunications can drive the digital lifestyle. “We have to open up our innovation into a collaborative model,” he said. “We do risk allowing third party developers to access the network capabilities that we have, and our legacy business could be at risk of cannibalisation. But on the other hand, we know the only sustainable model in the long-term is to have collaborative innovation." Akhavan said that telecommunications companies would benefit from new revenue sources, while third party developers would have access to enabling capabilities that they would not otherwise have. But the most important benefit would be to the consumers, he said. “They will see thousands of new products coming to market, based on the best ideas and the best capabilities, all combined as a result of this open collaboration,” he said. Akhavan highlighted how far telecommunications has come in the last two decades, from the very first SMS message – ‘Merry Christmas’ – in December 1992 to the 3.5 billion text messages now sent globally each day. Innovation in the industry is on an “acceleration pa th”, he said, adding that the rate of innovation will increase now that the focus is on software, rather than hardware. Consumers are driving the telecoms revolution, he observed, and listening to the customer is the most important part of innovation. But he stressed how ever increasing functionality has slowed the progress of telecoms. “85% of consumers complain that technical complexity is a burden,” he said. “We mustn’t let functionality get in the way of usability.” One solution is to have services on the network, instead of the device, he said, with a ‘single signon’ that will enable users to access everything from their webmail to eBay with just one log-in. Networks will automatically detect the type of device being used, he said, and re-format displays accordingly to optimise the image quality. “Today’s utmost mark of quality is simplicity,” he said. Akhavan went on to outline what Deutsche Telekom had learned from listening to its customers. “Customers are driving this telecoms revolution,” he said, “and listening to the customer is the most important part of innovation.” He said that customers have a real need to participate and share with friends and communities. Customers reported wanting features such as time-shifting and video-on-demand (VOD). He also predicted that mobile phone will be the primary source of music in the near future. “We are empowering users to define what they want and helping to shape their preferences,” he said, before referencing a quote from Thomas Edison – “There is a way to do it better – find it”. Hall 6.2 / Stand 101 Hamid Akhavan, COO, Member of the Board of Management Deutsche Telekom AG IFA International • Monday, 7 th September 2009 www.ifa-international.org 11

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