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IFA International Day 4 - 2018 Edition

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The 2018 Day 4 edition of IFA International, the official daily of the IFA Berlin show.

NEWS Alexa drives

NEWS Alexa drives business results for voice assistant partners Amazon’s IFA 2018 keynote provided a great deal of detail about how the company has taken its digital voice assistant to incredible heights in just four years— and how they’re helping to prop up an entirely new business model and industry that revolves around voice. Daniel Rausch, VP of Smart Home for Amazon and one of the founding fathers of Amazon Alexa, walked the gathered audience through Alexa’s history, from its roots in Star Trek all the way through the wild expansion of Alexa-enabled devices. “We know we’ve barely scratched the surface,” Rausch said, referring to the capabilities of voice technology coupled with artificial intelligence and deep learning—the pillars that hold Alexa up. Amazon, according to Rausch, has seen tens of millions of customers make Alexa part of their daily lives, ordering groceries through the service, playing games, controlling their smart home, requesting an Uber, and much more. According to data cited by Rausch, businesses saw a 43% lift in business in the nine months after launching an Alexa-enabled product. If going the hardware route isn’t necessarily “up a brand’s alley”, there are other ways to dive into voice control and still realise an exceptional boost to the bottom line. Rausch, again citing Amazon’s data, said that when a company integrated Works With Alexa capabilities into their product (meaning one can ask Alexa to control that device), businesses on average see a 53% boost to their business almost immediately Hall 26 Stand 201 Daniel Rausch VP of Smart Home, Amazon CHANGES PREPARE WMF FOR A GLOBAL FUTURE Xavier Sabourin President, WMF Consumer Goods German premium brand WMF says that, mid-way through its international expansion, it is “very excited” about progress made and future potential. Xavier Sabourin, president www.ifa-international.org of WMF Consumer Goods, states: “Last July, we started the WMF Consumer Business Unit, which is responsible for the WMF brand, the product, innovation, process and also the internationalisation of the brand. “This organisation change was really needed as WMF, a well-known name, was not available everywhere in the world. Changing the organisation was so important to really tackle the big potential that we have for this truly premium brand.” Sabourin says that the business defined some focus markets, which included China, Japan and South Korea in Asia. “In SDA, we already have a good position in China,” he continues. “We started at the end of last year in Korea and this month we are starting in Russia and Singapore.” In Europe, there are a number of countries on WMF’s radar, including Spain, France, Italy, Netherlands, Russia, the Nordics, Poland and Turkey – and the DACH region of Germany, Austria and Switzerland. “We’re also trading well in western countries like France, where we are working with very closely with Darty.” The WMF range includes SDAs and cookware – a total of some 5,000 products. At IFA, WMF is presenting 25 new products on its booth. Hall 6.1 Stand 102 IFA International • Monday 3 rd September 2018 7

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