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Day 6 - IFA International

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Discover the Consumer

Discover the Consumer Lifestyle World! Daily, starting at 10 a.m., trade visitors will be able to obtain background information on industry trends and product debuts relating to key topics at IFA 2009. Morning daily tours for trade visitors will begin at 10 a.m. at the Trade Visitor Reception in Hall 1.1 / 2.1 at the South Entrance. Afternoon tours will begin daily at 1.30 p.m. in Hall 24. Eight theme tours are scheduled, with visits to 3 to 4 leading brand manufacturers respectively. TOpIcS OF ThE mORnIng TOURS FOR TRADE VISITORS home cinema (TV and audio) Home Cinema represents a genuine home movie experience and conjures a desire for higher quality sets for listening and viewing. IpTV / web TV With IPTV, viewers are able to receive TV programmes via an internet connection. As well as allowing telephone and internet access a telephone connection also makes it possible to watch television. Web TV enables broadband transmission of television programmes and movies over the internet. The only difference is in the quality of the transmissions. 3D TV 3D television is a hot topic at IFA. 3D television captures numerous different viewing angles and employs a 3D screen to realistically reproduce TV programmes in three dimensions. Large home appliances – ecology The manufacturers of domestic appliances have long been aiming to employ modern concepts to improve energy efficiency and increase resource savings. Thus from 1997 to 2007, a 30 per cent increase in energy savings was achieved for washing machines, 40 per cent for dishwashers, and even around 45 per cent for refrigerators. TRADE VISITORS’ TOUR TOpIcS OF ThE AFTERnOOn TOURS FOR TRADE VISITORS Wireless hDTV The first wireless television sets in full high-definition quality are one of the highlights at IFA. All connections are wired into an external media box which transmits wireless audio and video signals to the television set with no loss in quality. Entertainment centres / media servers Media centres represent a collection of numerous multimedia programmes on a common graphical user interface (media servers). They combine devices which store mp3 or mpeg files and play them back over a television set or hifi system. IFA 2009 Digital imaging (photos / videos) Digital imaging describes all stages of electronic image processing. Source materials are digital images and videos produced by digital cameras, but also slides and negatives digitalised using scanners. Digital imaging consists of processing, editing, archiving and presenting these media using computers, as well as printing and duplicating photos. Small home appliances – lifestyle The latest domestic appliances not only make life better and easier, but are also pioneering lifestyle trends with easy-to-use, stylish control panels, intelligent technology, outstanding design and efficient energy usage. Please note: the guided tours are all in German, there are no English ones.

at w w The Long Road To a BeTTeR WoRLd dR RaineR heckeR – chaiRman, gfu SupeRviSoRy BoaRd With sustainable development becoming an increasingly pertinent subject in the market, customers are increasingly paying attention to the “green” factor. We asked Dr Rainer Hecker, Chairman of the gfu supervisory board what importance he feels this criterion has for buyers and retailers today… Dr Rainer Hecker, Chairman of the gfu supervisory board Sustainability is one of the most important subjects in the markets and I think it will become more important than technical features. This is important both for the industry and the retailers, because customers are asking more and are prepared to pay more for products that support sustainable development. Why? This goes hand in hand with changes in consumers’ awareness. Preserving the environment has become an important matter… in day-today life… in education, and people can see how useful it is in saving money as well. There has been a lot of “green-washing” over the past years. When people talk about a “green” company or a “green” product, what SHOULD this mean? I believe much more effort is needed in marketing and communication and in education to explain what a green company or product means. We are making a WaTeR-poWeRed BaTTeRy? yeS iT’S poSSiBLe! The TRuLy “gReen” BaTTeRy SoLuTion By Jean-François Pieri progress and IFA is an attractive platform for companies to explain what they are really doing. Developing sustainable products has a long tradition. We are already able to trace major progress in energy and water savings and so on. This should go right down through the supply chain, including packing and transport. For example, LCD TVs today use on average 20% less power than those made 4 years ago. White goods are using 30- 50% less energy than those made a few years ago. The main decision maker is the consumer, who decides if he is prepared to pay a little extra. The EU is looking at strengthening its WEEE (Waste from Electric and Electronic Equipment) guidelines. Where are they up to in this respect and what do you think about this? We have to look on both sides. On one side it is necessary to have guidelines, to have comparable chances in the market and real fair competition. Firms are becoming aware of the effects of complying with these guidelines not only on their image but also on their business. They must keep sustainability in mind, and for most this has been the case for some time. But there are some black sheep, and they should be punished directly, but this should not mean placing heavy restrictions on those who are making real efforts. What is the consumer’s viewpoint on greener products? Have you seen a significant rise in sales? The willingness to buy green products is well developed. If you ask customers whether it is important for them to buy green products (1 not important to 10 very important) or not, you will see the following scale: Germany 9,0; Italy 8,8; Poland 8,5; USA 7,5 and The Netherlands 6,7. Article published in "NDS/ SDI Sustainable Development Initiatives" – a Cleverdis publication. IFA is definitively the place where innovation happens and where sustainability is a reality. The Aqua Power System is a perfect example. The Japanese company has just launched a revolutionary “water power” technology. Let’s begin with a historical background. Japan has always had to deal with seismic problems for which one precaution is the presence of a “Panic Room” with a list of items including batteries. The only problem with the battery is its overall life expectancy. So the inventors of the Aqua Power (NoPoPo AA battery) System had the clever idea to create a battery, which only requires ANY aqueous-based liquid as a basic component. Today, Aqua Power System has decided to launch this water-powered battery at IFA. Niels Bakker, head of Aqua Power System International (based in Hong Kong) emphasizes the fact that the demand for electricity and the pollution created in its production is another motivating factor for the creation of a more ecological battery system. Aqua Power System also unveiled the entirely new ASYL POWER 110/220V water powered generator which opens the door for a massive use of this technology in the not too distant future. Download Podcast Download Video at w w IFA International • Wednesday, 9 thv September 2009 33

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