Exclusive Interview
Exclusive Interview Connected Efficiency Megatrends in Home Appliances – ZVEI Deputy Chairman Klaus Wührl plots future industry course Klaus Wührl is the Deputy Chairman of ZVEI household appliances division and Managing Director of Electrolux Germany/Austria. In an exclusive interview with IFA International, we asked Mr Wührl to recap what he saw as being the most important megatrends in major appliances One megatrend that we really should not forget is not a trend that just appeared a moment ago. It started five years ago in 2008, and it will continue. It’s energy efficiency in home appliances. As manufacturers it may sound like we are always saying the same thing, but it is the megatrend. This is the case not only when we talk about Europe, but take the example of China. When we see how they are evolving with energy consumption, it is a major issue. This will be a big thing. But THE trend we will see emerging in 2014 is of course connectivity. There will be some ideas that may not eventuate as being relevant for the end consumer, but it is fun to have a connection between the washing machine and your mobile app, and to look at what’s in my fridge when I’m at the grocery store, and the recipes that can match what we have in the fridge and so on; and especially also for energy consumption, this allows you to keep track of energy consumption and to adapt your use accordingly. So these are the main trends: energy efficiency and connectivity. At AEG Electrolux we have seen a very big push of “professional machines as the basis of consumer machines”. This appears to be a big trend as well. Yes. This is number three. I didn’t want to mention it in the first row, as it is more or less our own thing – the way WE see it. We do have the heritage in cooking and in washing, because our professional equipment is used all over the world. To give an example, when it comes to cooking, more than 50% of all Michelin Star chefs in Europe are using Electrolux equipment for their professional kitchens. And so we are now adapting this way of cooking to the end consumer. Whether it’s induction, steam, or sousvide. As a summary, we say the headline is taste and the second thing – and you will see that at the IFA show in September – is care. We take care of your equipment, so you don’t have to worry. How important is it for a company like AEG Electrolux to foster new talent by sponsoring new designers in the Design Lab? For us, this is very, very important, because these young guys have totally different ideas. And as we have said, also in our DNA is “Thinking of You”, so we really want to know what the end consumers are thinking about our products, and their needs. And of course here you also have to have the contact with the younger generation, especially when you are only an appliance company. In other words if you are not in the CE market, you have to find a way to be attractive for all generations within the living population. So you have to look at the ideas of the younger people, the middle aged people and the older ones. And you know there is polarisation between the young and the old, and life expectancy is increasing. So you have to take care of all these people’s needs, but you also have to be attractive for the young generations. Coming back to the design for young people, this is a Design Lab, but you also have to take care about the design for the older people, which is a totally different approach and both have to fit in the product itself or you sometimes have to separate and have a special offer for older people. Then the critical question is how to name the generation of “over fifties”, as I am for example. If someone tried to sell me a washing machine for “seniors”, I would never buy it. Another trend is Healthy Living Yes. Starting with major appliances, you will see this trend when it comes to cooking with steam. This is a ELECTROLUX DESIGN LAB 2014 WINNERS DECIDED IN OCTOBER big step forward, because you can keep all the vitamins in the food. Then there is the connected world; as we have seen we can find devices that can help us live a healthier life, tracking our movements, sleep and heart rate, seeing how many calories we use and so on. We will see this at IFA. The top 35 semi-finalists of the Electrolux Design Lab 2014 competition were chosen this spring from over 1,700 submissions from around the world. The concepts represent the Creating Healthy Homes theme within the focus areas of Air Purification, Culinary Enjoyment and Fabric Care. The 6 finalists will be chosen by Electrolux experts in October and invited to a final event and awards gala in November. First prize will be awarded to the student that the judging panel highlight as creating a groundbreaking design solution of the future. Klaus Wührl Deputy Chairman of ZVEI household appliances division and Managing Director of Electrolux Germany/ Austria 'Future hunter-gatherer', one of the 35 semi-finalists, is a food ingredients collection system which simplifies complex ingredient sourcing networks using holographic technology and offering an enjoyable way to get close to nature. 20
De’Longhi demonstrates its latest machines to journalists at IFA Global Press Conference Official Daily News Source f or International Visitors at IFA Special Features Preview IFA INTERNATIONAL – HELPING TOP BUYERS CHOOSE IFA International spotlights key criteria for selecting new tech products This year again, IFA International puts the spotlight on technologies, features and design – in an effort to help buyers make better choices for the coming season! BUYERS' GUIDE STATE OF PLAY With over 20-million coffee machines sold annually in Europe, the trend is going towards fully automatic espresso machines (portioned capsule machines, with high pressure), with an increasing number of consumers looking at design and added functions as important purchase criteria. There are many variables in the process of making good coffee. The temperature of the water, the pressure of the water, the fineness of the ground coffee and how tightly the coffee is packed are just a few. The management of all of these variables enables the production of quality espresso. While one of the main variables is of course the coffee itself, on this page we look at what makes a good high-end machine. MARKET gRowTh In SmAll DomESTIc ApplIAncE SAlES VAlUE gRowTh – hoT BEVERAgE mAkERS 2102 – sales value in Euros, growth in % THE FUTURE as for other small kitchen appliances, there will be a further merging of “product as an object of utility” and “product as stylish furnishing”. Small kitchen appliances will become more and more integrated into the living surroundings while at the same time offering maximum functionality and user-friendliness. Energy efficiency will play an ever-greater role. KEY SELLING POINTS TEchnologY Energy efficiency Energy efficiency particularly has been enhanced in recent years with measures such as autopower-down, better insulation of hot parts and low or zero standby consumption. One striking development towards super efficient coffee machines in past years is the application of flow-type heaters - the current best available technology (BAT). Brewing temperature control If the temperature of the water is too low, under-extraction occurs. Since acids in the beans are the first substances to dissolve, the coffee will taste weak and have a sour flavour. If the water temperature is too high, then over extraction occurs and the coffee tastes bitter. High performance grinder In machines that include a grinder, a key USP is the efficiency and quiet functioning of the latter. A high performance grinder can reduce grinding time and noise grinding results throughout the lifetime of a machine. INNOVATING @ IFA inTElligEnT TECHnology For inDiviDUal inDUlgEnCE By MEliTTa The Caffeo Barista easily adapts to the individual preferences of up to four users: Thanks to the "My Coffee" function, coffee strength, temperature, coffee amount, milk and milk froth quantity as well as other parameters for any coffee specialty can be easily saved in the personal profile and retrieved upon request. » HALL 4.1 / STAND 208 BRAND 1 BRAND 2 BRAND 3 BRAND 4 » HALL X.X / STAND XXX » HALL X.X / STAND XXX » HALL X.X / STAND XXX » HALL X.X / STAND XXX COFFEE MACHINES FEATURES Ease of Use Self-explanatory operation due to individual programmability on an LCD display (see below). High-end machines include the choice of coffee strength and length. Energy Saving Mode or “eco-mode” is factory set but may also be programmed by the user This mode lowers the temperature of the heating element after a few minutes from standard 90°C to about 60°C. The coffee machine then is no longer in a real ready mode, but requires less heating time before dispensing coffee than heating up from cold state. Milk frothing device The foam produced should be both fine and compact, giving a creamy consistency with a subtle sweetness. Different kinds exist, but high tech frothers can now produce milk foam of unprecedented quality. I FA international DESIgn Use of fine materials such as aluminium frame design Choice of new colours in fitting with current styles TFT display with self-explanatory, intuitive operation An automatic specialty coffee machine should guide the users through all the menus and programming with text and images. No matter whether they want to customize their latte macchiato or be guided through a maintenance programme, interactive navigation can make it quick and easy. Melitta Caffeo Barista Automatic coffee machine gRowTh In SmAll DomESTIc ApplIAncE SAlES THE pErFECT CappUCCino or laTTE MaCCHiaTo The De’longhi primadonna Deluxe helps you make the most of your break with the perfect cappuccino, latte or macchiato thanks to its patented autocappuccino System, easy-to-use functions and handy cleaning button. » HALL 1.1 / STAND 202 Our thanks to the following industry leaders and professionals who helped us compile this buyers' guide: Marion Sossna – Grundig, Florencia Giorgi – Jura and Maximilian Curth – Melitta VAlUE gRowTh – hoT BEVERAgE mAkERS IFA International • 2013 1 gRowTh In SmAll DomESTIc ApplIAncE SAlES VAlUE gRowTh – hoT BEVERAgE mAkERS THE FUTURE as for other small kitchen appliances, there will be a further merging of “product as an object of utility” and “product as stylish furnishing”. Small kitchen appliances will become more and more integrated into the living surroundings while at the same time offering maximum functionality and user-friendliness. Energy efficiency will play an ever-greater role. COFFEE MACHINES TEchnologY FEATURES DESIgn COFFEE MACHINES HALL 4.1 / STAND 208 HALL X.X / STAND XXX HALL X.X / STAND XXX HALL X.X / STAND XXX HALL X.X / STAND XXX KEY DIFFERENTIATORS I FA international O ficial Daily News Source f or International Visitors at IFA Each day, trade visitors at IFA will be offered highly useful "Buyers' Guides" in a number of major product segments. In this way, IFA International is even more useful as a purchasing tool & media companion for buyers, providing the ultimate guide on “What sells in 2014/2015!” I FA international O ficial Daily News Source f or International Visitors at IFA TEchnologY DESIgn For our Living Room Lifestyle and Nomadic Lifestyle Features, these guides have been compiled by EISA as a service to the industry. While the association is widely known for the EISA awards, here, top EISA experts divulge for IFA International key selection criteria in an effort to help grow the industry through improved information flow. HALL 1.1 / STAND 202 IFA International • 2013 1 We are highlighting THREE main factors (along with a “look to the future”): • TECHNOLOGY: Which technologies are the most "cutting edge"? • FEATURES: Key features that add value. • DESIGN: Innovations in design that sell. gRowTh In SmAll DomESTIc ApplIAncE SAlES VAlUE gRowTh – hoT BEVERAgE mAkERS THE FUTURE as for other small kitchen appliances, there will be a further merging of “product as an object of utility” and “product as stylish furnishing”. Small kitchen appliances will become more and more integrated into the living surroundings while at the same time offering maximum functionality and user-friendliness. Energy efficiency will play an ever-greater role. gRowTh In SmAll DomESTIc ApplIAncE SAlES HALL 4.1 / STAND 208 VAlUE gRowTh – hoT BEVERAgE mAkERS HALL X.X / STAND XXX HALL X.X / STAND XXX HALL X.X / STAND XXX HALL X.X / STAND XXX THE FUTURE as for other small kitchen appliances, there will be a further merging of “product as an object of utility” and “product as stylish furnishing”. Small kitchen appliances will become more and more integrated into the living surroundings while at the same time offering maximum functionality and user-friendliness. Energy efficiency will play an ever-greater role. COFFEE MACHINES TEchnologY FEATURES DESIgn HALL 1.1 / STAND 202 IFA International • 2013 HALL 4.1 / STAND 208 TEchn HALL X.X / STAND XXX HALL X.X / STAND XXX HALL X.X / STAND XXX HALL X.X / STAND 1 I F intern O ficial Daily News Source Companies that are truly developing and innovating will be highlighted more than before. IFA International will cover the following key product areas DAY1 Friday 5 th Sept. THE FUTURE as for other small kitchen appliances, there will be a further merging of “product as an object of utility” and “product as stylish furnishing”. Small kitchen appliances will become more and more integrated into the living surroundings while at the same time offering maximum functionality and user-friendliness. Energy efficiency will play an ever-greater role. WEEKEND HALL 4.1 / STAND 208 Weekend - 6 th and 7 th Sept. DAY4 HALL 1.1 / STAND 202 Monday 8 th Sept. DAY5 Tuesday 9 th Sept. DAY6 Wednesday 10 th Sept. NOMADIC LIFESTYLE PART 1 CLEAN LIFESTYLE HALL X.X / STAND XXX HALL X.X / STAND XXX HALL X.X / STAND XXX HALL X.X / STAND XXX BATHROOM LIFESTYLE LIVING ROOM LIFESTYLE IFA International • 2013 1 KITCHEN LIFESTYLE NOMADIC LIFESTYLE PART 2 BUYERS’ GUIDES Over-ear Headphones, Portable Wireless Speakers, Tablets Spotlights on the Internet of Things – iSport and eHealth – Action cams – Wearables – Tablet protective cases BUYERS’ GUIDES Washer / Dryer Combo Machines, Robot Floor Cleaners, Bagless Vacuum Cleaners Spotlights on Steam – Smart & Connected – Robots – Innovative Small Appliances – Beauty & Grooming – Health & Wellness BUYERS’ GUIDES Sound Bars, Streaming Sound Systems, Curved UHD TV Spotlights on “HD” and Multi room Sound – The Future of TV – Wellness BUYERS’ GUIDES Two-Door Fridges, Steam Ovens, Coffee Capsule Machines Spotlights on Kitchen Design & Chef-inspired Features – Smart & Connected – Healthy Food Preparation – Innovative Small Appliances BUYERS’ GUIDES Smartphones Spotlights on CTIA Las Vegas – Generation 60+ – Apps & Content – Smartphone cases www.ifa-international.org IFA International • Monday 1 st September 2014 21
