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Day 5 - IFA International

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News EDITORIAL Richard

News EDITORIAL Richard Barnes Editor-In-Chief THE POWER OF COMMUNICATION The most important financial news organisations such as Bloomberg and CNBC, not to mention top agencies like Reuters and AP, networks like NHK (Japan), the BBC (UK), BFM (France) and CCTV (China) are here at IFA, to mention just a few. To say that the world is watching is thus an understatement when it comes to the impact of what happens here to companies’ perceived and real values and the possibility to attract new investors. Every strategy announcement, every product announcement, or true technological or design innovation that is picked-up by these networks has a direct and tangible effect on the value of these manufacturing and vendor companies. Any failure to communicate may be perceived as a sign of weakness or hesitation. At the same time, in the race to market with new product categories like phablets, wearables or smart home concepts, companies have to show their true colours as they line up directly alongside the competition. This is as true for retailers as it is for manufacturers. IFA today is indeed further from being a simple product showcase than it’s ever been. It’s the beating, and occasionally palpitating, heart of the industry and IFA International strives to be an indicator of these revealing trends. Within this ecosystem our team of journalists takes on the task of analysing the IFA present to accurately predict the future. Star Quality At Siemens Stand World-renowned master chefs Alfons Schuhbeck and Christian Henze are on the Siemens stand at IFA 2014, demonstrating how starquality dishes can be prepared using the new iQ700 range of appliances. Schuhbeck (who was on the stand until Monday 8 September) and Henze (there today and Wednesday 10 September) can be seen in the Siemens cookery arena, where they are demonstrating the new features of these Building Bridges Creativity fuels the future of Sennheiser’s vision The correlation between creativity and technical innovation was a central theme of the fifth and final keynote of IFA 2014, presented by Dr Andreas and Daniel Sennheiser, CEOs of Sennheiser. From the outset, the brothers highlighted the company’s desire to “team up with the avant garde” and cited the work of artists such as Di Mainstone, who uses Sennheiser microphones to record the subsonic sounds of constructions such as the Brooklyn Bridge. Mainstone, who joined the brothers on stage at the keynote, spoke of her works as “giant elegant harps” and said the word ‘bridges’ was an apt metaphor for working with leaders in innovation. “Our customers are not followers,” said Daniel Sennheiser as Mainstone left the stage to enthusiastic applause, “they are leaders”. Such people proved the inspiration for Sennheiser’s new in-ear Momentum headphones, an add-in to the premium range aimed at people who follow their visions, and crafted from the highest quality materials. Other new releases include the Urbanite headphones, aimed at the 18-30-yr-old market and featuring enhanced bass response for “an intense club experience on the move”. By contrast, Sennheiser’s new CinemaConnect is aimed at the 32% of Europeans with hearing difficulties, who regularly forego attending appliances. The features include CoolStart – which enables roasting and baking without pre-heating – and interconnecting appliances by means of a smartphone. For the duration of the show visitors can also witness cultural events. The system allows cinemas to offer audio description and assistive listening via a smartphone app. Andreas Sennheiser highlighted the company’s intention to continually break new ground and create new consumer markets. “We the speed of the new high performance ovens, which enable cupcakes to be baked, almost without a break, at the maximum speed. As a sponsor of FC Bayern Munich, Siemens has also invited players from the Bundesliga Andreas & Daniel Sennheiser CEOs of Sennheiser want to walk in uncharted territory, like fresh footsteps in new snow in the morning. We are determined to stay tech leaders in every segment that we serve.” Hall 1.2 Stand 202 champions to visit the stand to mark the presentation of the Master Washer. There is even a Bayern Munich edition of this washing machine. Hall 1.1 Stand 101 IFA International is a CLEVERDIS Publication • 65 avenue Jules Cantini - Tour Méditerranée – 13006 Marseille, France • Tel: + 33 442 77 46 00 •Fax: + 33 442 77 46 01 • SARL capitalised at e128,250 • VAT FR 95413604471 • RCS Marseille 413 604 471 • • • During IFA: Press Center – Hall 6.3 – Room 411 • Tel: +49 (0)30 3038 81450 • Fax: +49 (0)30 3038 81457 • • • Publisher: Gérard Lefebvre • Publishing Director: Jean-Guy Bienfait • Managing Director: Jean-François Pieri • Project Manager: Bettina Badon • Editor-in-Chief: Richard Barnes • Editorial Coordination: Bianca Newby, • Editorial team: Stuart Braun, Neil Crossley, Andy Fry, Bob Snyder • Photos: David Nivière • Art Director: Hélène Beunat • Design & Page Setting: Guillaume Kaercher, Guillaume Vinrich • Webmaster: Benjamin Ras • With the participation of: Calypso Barnes, Samridhi Sundrani, Monia Tazamoucht, Eva Grunenberg •To contact them : first name.last • Cover: © CLEVERDIS 2014 - Registration of Copyright September 2014 Information presented in this publication is purely indicative in order to illustrate subjects contained therein. 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The publishers and editorial staff decline all responsibility as to opinions formulated in this publication by those interviewed or cited therein. Their opinions are entirely their own, and are included with the understanding that they contain, to our knowledge, no malicious intent. The inclusion of all texts, photographs and other documents supplied by those included in this publication imply the acceptance by their authors of their free publication therein. Documents and photographs will not be returned. It should be understood that this publication contains forwardlooking statements that involve risks, uncertainties and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements. Risks, uncertainties and assumptions include assumptions relating to the timing of the recorded date. If any of these risks or uncertainties materialises or any of these assumptions proves incorrect, actual results could differ materially from the expectations outlined in these statements. Cleverdis assumes no obligation and does not intend to update these forward-looking statements during the period of publication. Photo Credits and Copyright: All Rights Reserved. IFA International • Tuesday 9 th September 2014 5

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