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Day 6 - IFA International

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News Continued from p. 3

News Continued from p. 3 or viewing photographs from picture sharing websites such as Flickr. “This is interactive TV,” said Bohnet.“And with the Android market, viewers will obtain access to more than 10,000 applications.” Viewers could also use the interactive, web-enabled television service to purchase products while watching a movie in which a desirable item appeared, or find the answer to a question before a contestant appearing on a favourite TV quiz show. When Dr Schmidt returned to speak he quoted Joseph Schumpeter, who spoke of “the perennial gale of creative destruction”, pointing out that we now live in an age where information and content is ubiquitous. Those who had most to fear from the new age in which we live, had a vested interest in restricting access to content while those who focused on making content ubiquitous would prosper, Dr Schmidt said. Dr Schmidt said new commercial conflicts with the incumbent players of industries – which until now have operated in a different terrain to Google – was inevitable, in response to a question from IFA International on the business aims and strategy underpinning the roll out of Android. Google’s operating system outsold Apple’s for the first time last quarter among new smartphone users in the US, according to global marketing and research firm Nielsen. Android had 27% of the US market in the second quarter of this year, compared with 23% for the Apple iPhone operating system, known as iOS, Nielsen said on its website earlier last month. “Our strategy is to try things and then work out how to monetise them later,” Dr Schmidt said. “Android is profitable just from the advertising revenue it generates.” While conceding that “evil people” could use the new abundance of digital information to commit evil acts, Dr Schmidt spoke confidently of how the ubiquity of information latent within Google’s growing portfolio of products could be a force for good. “We see a future where information is available for everyone and not just wealthy elites,” said Dr Schmidt. “Google is the coral reef of human minds, of people and their products.” Katy Perry realises Teenage Dreams with Telekom Video Competition The US pop star Katy Perry made a special appearance at IFA Sunday as part of a promotion with Deutsche Telekom to find German fans to star in her next pop video. “I am excited to be part of this partnership with Deutsche Telekom because we are doing something interesting by involving people who love the music and want to be in the music video and want to have an experience,” says Perry. The search for video co-stars takes place through Perry’s Facebook page. Perry says the new song ‘Fireworks’ is about a personal spark developing into something bigger, and that she will be looking for that spark when selecting the lucky winners. “This is the first video where I get to incorporate people who are not professional actors. I am looking for heart,” says Perry. Katy Perry’s latest album ‘Teenage Dream’ was released in Europe August 30 th and debuted at no.1 on the Billboard Album Chart. She will soon start touring to promote the album. “Coming to Germany has always been very important because they have been so supportive. I will be here next Spring to put on a proper rocking show!” Industry Information Hub Steps Up Consumer Lifestyle News keeps CE and HA sectors up to date all-year-round Consumer Lifestyle News is reporting very strong growth following its launch at the beginning of the year. Established as Europe’s first news and information service hub for CE and HA professionals, Consumer Lifestyle News (CLN-online. org) is attracting major attention from key buyers and retailers across the continent and in the UK. According to Jean-François Pieri, Marketing Manager at Cleverdis, the company marketing CLN, “The growth in the number of visits to the site is astounding. From very humble beginnings, we are already seeing daily page views going well beyond the 8,000 originally targeted. This is an industry service, and attracts highly targeted visitors, so reaching these kinds of figures already is very encouraging.” Project leader Anthony Faget continues, “It was important to establish a service that could really be deemed as ‘European’, in terms of information and interest, and that would be credible and balanced in its news coverage.” international Official Daily News Source for International Visitors at IFA CLN has been created in close partnership and cooperation with the industry organisations, ZVEI and gfu, and with the full support of the organisers of IFA Berlin as a means of helping the industry grow through better information flow. Dr Rainer Hecker, Chairman of the Board of gfu, hailed the launch of CLN and the subsequent publication, Consumer Lifestyle Quarterly: “The creation of CLN and Consumer Lifestyle Quarterly will help the industry grow through the fact that a well informed and educated channel is much better able to explain USP and customer benefits, ‘tipping the balance’ in the case that the potential buyers remains sceptical about their choice.” Industry leaders have been welcoming the service. Dr Utho Creusen, Director, DSGi, said, “I congratulate the team at Consumer Lifestyle News for creating this authoritative industry news service which has, until now, been missing in Europe. I have strongly encouraged all group buyers and sales people in our retail chains to use CLN as a regular source of information and inspiration, and to help them better understand current groundswell movements in the industry.” For more information, check out 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 401 Tel: +49 (0)30 3038 81136 / Fax: +49 (0)30 3038 81146 • Publisher: Gérard Lefebvre • Publishing Director: Jean-Guy Bienfait • Project Manager: Bettina Badon • Editor-in-Chief: Richard Barnes • Associate Editor: Jooree Cho • Editorial team: Neil Crossley, Michael Demiak, Marc Dezzani, Joe Morgan, Julian Newby, Emmanuel Poidevin, Gary Smith, Jo Stephens • Photos: Didier Baverel • Videos: Cine plus Media Service GmbH & Co. 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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 the encyclopaedia 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 forward-looking 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. 4

News By Joanna Stephens Jens Heithecker: Executive Director - IFA Think IFA, think global. This was Jens Heithecker’s mission for 2010 — and it is one that the IFA Executive Director feels has been more than accomplished by the 50th edition of the event. Heithecker reported that there has been a record-breaking number Around the world in 28 halls The global industry turns out in force for IFA 2010 of international exhibitors, media representatives, trade visitors and consumers at IFA 2010. “Our aim was to create a truly global IFA and the statistics show that we have succeeded,” he said. Heithecker is also pleased with the level of innovation on display in Berlin this week. It is, he suggested, a particularly innovative time for the industry, possibly as a result of the economic downturn, which has forced companies to raise their game — or drop market share. He identified three key areas of innovation: 3D, connectivity and environmental awareness. 3D, of course, has been the topic du jour down in the IFA exhibition halls, generating debate, headlines, and massive consumer and trade interest. “The interesting thing about 3D is that it has not followed the same development trajectory as HD, which was very much focused on television in the initial stages,” Heithecker said. “But 3D has leapfrogged that phase and been instantly incorporated into the whole product family, from TVs and cameras to video projectors — even notebooks.” The connected home has also moved several steps closer to reality this week. Heithecker used the example of the washing machine to illustrate the progress made in this sphere. It has been an uphill struggle trying to convince consumers to invest in smart washing machines, because their cost has mostly outweighed the benefit of, say, a remotely controlled washing experience. But this is changing rapidly with the new generation of smart machines. “These offer two very real advantages — they save energy and therefore money; and they are kinder to the environment. Both of those are compelling sales arguments and ones that I believe will help drive consumer uptake of the connected home.” “Our aim was to create a truly global IFA and the statistics show that we have succeeded” Looking to the future, Heithecker said IFA would continue to put the interests of its retail clients centre stage. Part of that commitment, he added, is to ensure that the industry’s smaller players are not eclipsed on the show floor by the super-brands. “The IFA iZone, which we introduced this year, has worked very well in this respect,” he said. “It shone a spotlight on the smaller companies, many of which are highly innovative and deserve to have their message heard.” Protect your world! IFA International • Wednesday, 8 th September 2010 5

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