INFORMATION LIFESTYLE
INFORMATION LIFESTYLE IFA: Global Launch Venue Toshiba uses IFA as launch pad for key new IT products More than ever before, Toshiba is utilising IFA as a global launch pad for its innovative new IT products targeting the consumer market. We asked about the roadmap for Toshiba’s PC business. Graeme Simons Head of Product Strategy, B2C PC, Toshiba Europe “The Toshiba PC range has never been as diverse (…)” Toshiba aims to provide a diverse range of welldesigned, ergonomic and compelling devices for mobile content consumption for all kinds of users. These extend from pure tablets to clamshell laptops, detachable twoin-ones, and all-in-one desktops that also have TV functionality. The Toshiba PC range has never been as diverse, and with the introduction of some exciting new products at IFA this year we have something for everyone. In your four-pronged strategy for B2C IT products – convertible, clamshell, tablet and AOI – which are currently the fastest growing areas? The tablet is the fastest growing. The biggest product segment by quite a way is still the clamshell, and we expect the twoin-ones, the convertible detachable segment to start growing from early 2014 as users are looking to simplify their device portfolio. Toshiba has opted for Windows 8.1 in the “Encore” tab. What is your strategy regarding Windows 8.1? The Encore product is an 8.1-based companion device, straddling both work and play, and that’s where it’s different from the Android products we already offer. It enables Windows and Officeoriented workers to extend their mobile life in a convenient and elegant way. How important is IFA in your global marketing plan and what are your aims/goals for IFA? IFA is hugely important to Toshiba. We have been appearing at IFA for many, many years. This year we have used IFA as the global launch venue for some of the products we have been talking about, and this is quite a coup for the Toshiba guys in Europe, because we used to have to wait for other shows. Hall 21 A Sandisk Opens New bn Factory Memory market still innovating after 20 years SanDisk is synonymous with portable digital memory storage since its pioneering innovations in the field over 20 years ago. Pascal de Boer, Vice President of SanDisk's Retail Business Unit (EMEA), explained how SanDisk became such a recognisable brand. People know us because our founders did a good job keeping the SanDisk brand visible on the product they were selling – namely, the cards and new technologies we invented in the early days of digital photos. Now, one strongly growing market is memory cards in smartphones in conjunction with the success of Android phones. At least once in the lifetime of the product you will plug a card into your phone. It’s an accessory, it’s like tyres on your car – you need it for your host device to function. How do you continue to compete against other big CE companies in this technology segment? The thing with our technology is the barriers to entry are high. Firstly, it’s not easy to make, you need technology that SanDisk owns like NANDflash. Second is the need for flash manufacturing. We just announced the opening of a new factory, and the investment in that one factory is billion. Technology, know-how, IP and capital required to enter the market creates high barriers to entry. The threat is always there, sure, but we are always innovating. What’s the next step? One of the products we have announced is a USB drive with a wi-fi connector – the SanDisk Connect. Really simply, it allows you to transfer data regardless of the platform you’re using. It even has an upgradable micro-SD card. Like a digital Swiss Army knife – except you can’t use it to open your beer. We also offer SSDs as an alternative to a hard disk drive - once you’ve tried it you’ll never go back. “(…) one strongly growing market is memory cards in smartphones” SanDisk Connect is "like a digital Swiss Army knife" Pascal de Boer Vice President of SanDisk’s Retail Business Unit in Europe, Middle East and Africa (EMEA) Hall 10.2 Stand 101 24
INFORMATION Inside Intel’s Thinking 4th Gen Intel Core is ‘best improvement in a decade’ LIFESTYLE Intel’s IFA stand reflects the chip-maker’s status as a world leader in computing innovation. Christian Morales, Intel Corporation’s Vice-President and General Manager, EMEA, explains where he sees the new Ultrabook in the computing ecosystem… The two-in-one is the best experience that can be brought to users in terms of ultra-mobility, great performance and the capability to develop your own content and have breakthrough experiences. It combines the best of the notebook and the ultramobility of the tablet. Today, we are introducing several flavours of Ultrabooks on the 4th Gen Intel Core — The 4th Gen Intel Core Processor the best improvement in a decade from one generation to the next.” How has the move away from PC to tablets and smartphones affected Intel? There’s a proliferation of devices on the market. People use PCs to work, to create rich content, for education… But when people want to consume content, they want other devices like smartphones and tablets. We have introduced the Silvermont micro-architecture. The first products are the Bay Trail tablets. The next generation will address smartphones, Internet Of Things, invehicle entertainment and applications in data centres, from the thinnest, lightest devices to the biggest. Where are the new markets? Today there are 1.5 billion people connected to the internet, and that will surge to three or four billion in the foreseeable future. The Internet Of Things will involve 15 billion devices by 2015. More and more data is being generated and that has to be stored and easily retrieved. We are developing new technologies to organise and access data. This is where the user experience is moving. Whether in the consumer market or the business environment, people want this evolution in the usage of their devices, the internet and big data. Hall 2.2 Stand 101 Christian Morales President and General Manager, EMEA Intel Corporation “The Internet Of Things will involve 15 billion devices by 2015” AIPTEK PROJECTOR PAD P100 At IFA 2013, pocket beamer specialist Aiptek is presenting an Android tablet with built-in projector. The seven-inch Projector Pad P100 delivers 100 lumen, enabling users to take their mobile cinema with them wherever they go. The combination of tablet and projector also presents an attractive option for business users to project presentations on the move. The removable device can be used with other multimedia sources. » HALL 17 / STAND 109 UNIQUE SELLING POINTS TECHNOLOGY PICTURE VERSATILITY Quad-core CPU, 16 GB memory, 1 GB RAM, Android 4.2, 1280 x 800 IPS display. Projects a 300 cm image with 854 x 480 pixels resolution and 1000:1 contrast ratio. The stand-alone projector can be used in conjunction with other multimedia sources. LINKSYS SMART WI-FI ROUTER AC1900 Offering speeds up to 600Mbps to Wireless-N clients and up to 1,300Mbps to Wireless-AC clients, the new Linksys Smart Wi-Fi Router AC1900 is the new standard for express connectivity in the home. Users operating multiple smart devices need wi-fi that is powerful, easy to use and offers quick access to media files. The router is equipped with the latest 802.11ac technology, offering superfast wireless speeds up to three times Wireless-N. » HALL 3.2 / STAND 112 UNIQUE SELLING POINTS COMPATIBILITY BEAMFORMING POWER Backward compatible with existing wireless devices. Includes latest beamforming technology to deliver better range and speed. 800Mhz Dual- Core processor for maximum performance. www.ifa-international.org IFA International • Wednesday 11 th September 2013 25
