PRODUCT TRENDS The
PRODUCT TRENDS The Digital Home Evolves Interview - Joerg Hartmann Senior Director, Consumer Business - Fujitsu Siemens Computers VIDEO Fujitsu Siemens Computers are back again this year with home-based system which appears in every respect to be interesting and very new. We asked Joerg Hartmann what’s new about the system. Actually we are still running our Digital Home, we had that last year and will continue at this years' IFA . We have a new product, the Home Server, to continue our tradition of bringing a new product to every IFA, actually giving us a new product segment. This new home server comes in conjunction with the machines from Fujitsu Siemens Computers, and I think you developed a new PC that we will be seeing at the show… There will be multiple new products this year. The new PC that you are talking about is the "Green" PC. It is manufactured in very good circumstances, meaning that we particularly care about the environment during the production. We use for example very good plastics that are environmentally friendly and economic in terms of energy consumption. This goes far beyond just talking about CO2 emission, which is what we currently hear on the market. These home servers and PC’s are going to market in consumer retail stores. How difficult is it to get the message across in the retail environment that this is the way the market is going? We have to take a different angle in presenting the products. Today, when you go into a classical retail store, you find notebooks, PCs or even TFTs presented just as when you go to the grocery store and you see one yoghurt after the other. This is certainly not the way in which we will present our products in the future. We are going to have a "shop in shop" concept: we will have dedicated areas inside the retail stores to show the digital home approach, to show how the products are interconnected, how all this works together, how PCs are linked o the home server or to the media centre. People have to see how these products work and not just a line-up where you only see the visual aspect of the product for example. Particularly with the digital home story, you have to see it working otherwise you don't get the message. Fujitsu Siemens Computers is quite unique at IFA as you are one of the biggest IT exhibitors. IT is obviously your main channel, so how do you work with CE retail? Certainly the focus of the IT channel has been primarily on business products. But if you look at the German channels, stores like MediaMarkt are our biggest customers and are indeed strategic. Then we also have classical consumer channels which in the past had a big catalogue but they have strongly shifted to internet business. Those are our strategic channels. The IT channel is certainly a part of this but they are clearly focused on business products. Some of them are doing business with consumer products on top of that, but most of our business is happening in the e-tail as well as the classical CE channel like Euronext and Mediamarkt and so on. Expansive sound from ultra-compact speakers BRAVIA Theatre DAV-IS10 The BRAVIA Theatre DAV-IS10 is a unique 5.1-channel home cinema system. The elegantly designed system makes a big impression with a total 550 watts of power from a subwoofer and five tweeters the size of golf balls, which can be positioned discreetly around the living room. More than ever Part of the Action With amBX, your room becomes part of the action thanks to a new range of PC gaming peripherals that takes the game beyond the screen and engages your senses in a way you’ve never experienced at home before. amBX peripherals surround your senses by synchronizing the in-game action with light, colour, sound, vibration and air effects to provide incredible gaming immersion. Feel wind against your skin as you steer around a hairpin turn at breakneck speed; sense atmospheric lighting at the edge of your vision while darting through a claustrophobic cave; feel vibrations that increase as an enemy crawls up behind you. Whatever game you play, amBX peripherals take you deeper into the experience. 12 IFA International • Friday, 24 th August 2007
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