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Region SPOTLIGHT ON NORTH AMERICA US Journalists Drive Growing American Presence @ IFA Transatlantic relations blossom at world’s biggest trade show – with increasing presence from US players [US] JOURNALISTS ARE LOOKING FOR TECHNOLOGY THAT IS COMING TO THE UNITED STATES, AND THEY’RE GOING TO SEE IT HERE AT IFA IFA has increasingly become a showcase for US firms looking to get their products into Europe and beyond. “IFA is perfectly timed as far as getting products into the stores and retail channels for the holiday season. More and more US companies want global exposure, and by coming over here they are getting that exposure,” said Dave Leon, partner of ShowStoppers, the US-based product showcase that has become the highlight of the IFA press days. US interest in IFA Berlin has been further generated by the large number of North American journalists at the show. Of the roughly 1,000 journalists that attended ShowStoppers in 2016, the second largest number of represented publications came from the US, only just behind Germany. In all, 54 countries are represented at ShowStoppers. “One of our mandates is to increase the number of US journalists coming to the show,” said Leon. “Where there was once little representation, the number of US journalists has surpassed all other countries except Germany.” Leon believes that increasing US press influence has helped establish IFA as a fully Englishspeaking event. “I think it also represents a broader interest in the marketplace here in Europe,” says Leon. “The journalists are looking for technology that is coming to the United States, and they’re going to see it here at IFA. And they’re going to see it before they see it at shows in North America.” Coming to IFA Berlin to get the latest scoop, these journalists are informing US firms of the benefits of having more visibility at the show. “It helps when there are over 100,000 industry leaders, buyers and retailers at IFA, and €4.3b worth of business,” says Leon. HP is one US consumer electronics company that has recently ramped up its presence at IFA, the firm appearing as a co-exhibitor for the first time in 2016. The company debuted some exciting innovations at IFA, including the HP Pavilion Wave and HP Elite Slice featuring revolutionary designs that aim to shake-up the traditional desktop market - and raise HP’s profile among global buyers and consumers US PRODUCT HIGHLIGHTS AT IFA 2016 … MOTO Z PLAY HP SPECTRE: WORLD’S THINNEST NOTEBOOK US mobile phone pioneer Motorola is at IFA promoting a suite of new super thin Moto Z smartphone models, including the mid-range Moto Z Play with powerful specs. Featuring a 5.5-inch Super AMOLED display with 1920x1080 pixels resolution, a sleek metal frame, and a surprising water repellent, nano-coated glass back and, the Moto Z Play looks as good as its higher priced siblings. Best of all, the Moto Z Play is promising a 50 hour battery life (3,510mAh Li-Ion battery), which is streaks ahead of many competitors. The Qualcomm Snapdragon 625 chipset with octa-core 2.0GHz Cortex- A53 CPU runs on Android 6.0.1 Marshmallow with onboard Moto Display, Moto Actions and Moto Voice. The 16MP camera with f/2.0 aperture, dual-color LED flash, Laser + PDAF and 4K video recording tops off an impressive package. Hall 11.2 / Stand 101 The HP Spectre is the thinnest notebook in the world, and unlike the majority of other super thin PCs on the market, the laptop does not compromise power or features. A stunning full HD edge-to-edge display, coupled with Bang & Olufsen sound and elegantly thin design, HP’s pioneering engineers have set new mobile computing standards with the Spectre. A carbon fiber bottom creates a thin profile that is both durable and lightweight, a high-gloss copper accents reflect a hand-polished, jewelry-like finish, while an innovative hidden piston hinge creates the illusion of a hingeless design to offer an unmatched premium look and feel. Meanwhile, an innovative hybrid battery split into two thinner pieces delivers the same wattage as a single battery for up to nine-and-half hours of battery life. Hall 17 / Stand 115 28
© Thomas Keller HOSPITALITY / RESTAURANTS / BARS WHERE TO GO IN Berlin CLUBS / EVENTS / SHOPPING / CULTURE The Perfect Host Robert Petrović General Manager, Robert Petrović is the General Manager of The Ritz-Carlton, the striking luxury hotel that complements the architectural diversity of Berlin’s storied Potsdamer Platz quarter. For IFA guests that might have only a short time to explore Berlin, Petrović recommends distinct areas of the city that are not generally covered during a typical sightseeing tour. You only understand Berlin once you have experienced its special atmosphere. If you want to experience the real Berlin, I always recommend leaving the city centre and booking a restaurant in surrounding neighbourhoods such as Prenzlauer Berg, Friedrichshain or even Kreuzberg. Since these are the areas where locals go, you will be able to understand Berlin and experience the particular vibe of the city. If you feel like having a relaxing evening to catch some of the last summer sun, I also suggest the terrace of our Brasserie Desbrosses at The Ritz-Carlton. With its sunny terrace, the restaurant is the perfect getaway after a busy day at the IFA. What is the importance of technology in a luxury hotel versus personal service? An interesting fact about innovation at The Ritz-Carlton Berlin is that most technical developments are happening behind the scenes and therefore are not immediately visible to the guests. Nevertheless, these sometimes unnoticed developments are the essential ingredients that create unforgettable experiences for guests. In my role as the General Manager at The Ritz-Carlton Berlin, I have made it my goal to find the right balance between advanced technologies and exceptional personal service. What do you love most about this city and why? Berlin combines an unbelievable variety of activities and lifestyles, so it is easy to explore new things every day. I would have to say that Berlin is a city you can describe as the perfect host: Berlin welcomes its guests with open arms and creates an atmosphere where anyone feels immediately comfortable. The Ritz-Carlton BERLIN WELCOMES ITS GUESTS WITH OPEN ARMS www.ifa-international.org IFA International • Tuesday 6 th September 2016 29
