NEWS
NEWS IFA “in depth” Exclusive Interview with Jens Heithecker Director Competence Center Information & Communication IFA The IFA is one of the world’s largest consumer electronics trade show. We asked Jens Heithecker to give us some more data and facts about the show… This year we expect the number of exhibitors to at least be equal to that of 2005, occupying an overall area of 180,000 square metres. This is substantially more than in 2006. All the major companies stocking a full range of products are exhibiting, as well as specialists from the photographic sector and the suppliers of audio, hi fi and navigation equipment. Attendance at the IFA is simply essential for anyone dealing with CE, IT and telecom-munications consumers. Because the IFA is simultaneously a show for the public and for the trade, its more than 200,000 visitors include a high proportion of trade visitors, who make up 50 per cent of the total. For dealers the IFA is the number one venue for placing and receiving orders. During the six days of this trade show in 2006 orders worth more than 2.5 billion euros were signed, and we are confident that the volume of orders will set new records in 2007. Moreover the IFA is a major media event. In 2006 almost 7,000 journalists from 74 countries attended the IFA, a remarkable figure, that is set to increase again this year. The IFA is becoming increasingly international. This year for the first time daily coverage will be provided in an English-language medium. How important is this to you in view of your international reach? English is the main language at the IFA. Essentially all the information, printed matter and advice is provided in English. Many of the main press conferences and the international keynote addresses take place in English too. So the Englishlanguage daily news magazine is, so-to-speak, the voice of an increasingly international IFA. Even though we reach out to our visitors using German (as more or less the second language), and nine other languages, English will remain the force that holds everything together in future. That is why we are emphasising the importance of IFA International and hope that it will achieve a wide distribution and acceptance. The various segments of the IFA have been revised this year. Why? We want to make it as easy as possible for visitors to find their way around. Furthermore the IFA is designed to meet the interests of the industry and of this sector. It accurately reflects the current “positive” development of this market. Consequently we have adjusted the hall allocations to meet these requirements. We are also taking present trends into account, such as the increasing influence of content on CE technologies. The index of product groups at the IFA comprises some 32 main groups and more than 200 additional sub-categories, all of which can be found at the IFA. We have ensured that these are arranged as clearly as possible, so that visitors can find everything without difficulty and without having to walk too far. A number of sections have been updated to make them more effective. For example, this year the systems and products associated with the subject of Home Cinema have been given the more accurate designation of IFA Home Entertainment. In 2007 there will be a particular emphasis on the newly restructured section of IFA Audio Entertainment. And one more of the many examples I could give: the participatory medium Web 2.0 will be covered under the heading of The IFA Bloghouse. What will be the main trends or highlights at the IFA 2007? Among the highlights again this year will be the latest technology, systems and products for home cinema. Large, flat screens and high resolution images, combined with digital recording technologies, are the main features. In 2007 there will be a particular focus on the newly restructured section of IFA Audio Entertainment. Digital imaging is another of the core themes. The ongoing development that is transforming previously static HTML pages into creative, dynamic and individually designed web pages and portals can be seen and experienced interactively at the new special display area in Hall 26. This is where professional suppliers meet with private content providers under the general heading of Web 2.0. We have called this event The IFA Bloghouse. Of course the IFA is presenting all the developments and products from the areas of CE, IT and telecommunications that are now available on the market, or which will be of commercial interest in the immediate and longer term. The IFA has always been a trendsetter and an indicator of the state of the market. As always, visitors will again be coming to learn about new technologies and to expand their knowledge about the things they themselves need. How important is the “learning effect” in the electronics jungle? The IFA is primarily a trade show displaying products for the consumer. Consequently all the exhibitors attach great importance to presenting products that can be easily understood and are tailored to the needs of consumers. However, it is obvious that not all this equipment is selfexplanatory. That is why the IFA is also an ideal opportunity for consumers to see new items, to get the feel of them, and to enquire into their technical background. Along with those products that everyone needs and which can also be operated by everyone, such as televisions, technical refine-ments are constantly taking place, and the IFA is the place to find out about them. Because of a technical interest in consumer electronics many consumers are only too keen to do this. However, as technology becomes more complex the trade, with its advisory services, is needed. This means that consumers can obtain preliminary information at the IFA, and can make product comparisons there which can then be investigated in more depth later by talking to dealers. The IFA has established powerful partnerships with international dealers’ coope-rative organisations because we are confident of the close partnership that exists between the industry and dealers. The industry and dealers work closely together to market products, and augment one another’s efforts in a practical way, and this applies in particular to their information strategy. This interaction also stimulates the IFA, which increasingly involves this common target group: the consumers.
NEWS .../ Cont’d. from page 1 ”40% HIKE FOR RESELLER PARK” Hall 4.2. In contrast to other fairs the Reseller Park at the IFA is not only for trade visitors. A dual level concept makes it accessible to other visitors as well. Numerous companies will be there this year, in addition to a list of long-standing regulars that includes IVS Schweiger, representing Motorola, DeTeWe, Topcom, Swissvoice and iDECT, TK distributors ENO Telecom, radio specialists Stabo, CE distributors MBA representing Lextronix, and Soundcast (among others), as well as Polaroid. Europe’s largest mobile phone distributor Dangaard Telecom Germany will be at the Reseller Park for the first time. Sonja Willwertz of Dangaard: “The IFA is attracting more and more trade visitors from the telecommunications sector, which is why this year Dangaard Telecom Germany has decided to exhibit at the IFA for the first time. We deliberately chose a stand in the Reseller Park because IFA International is a CLEVERDIS Publication • 65 avenue Jules Cantini - Tour Méditerranée - 13298 Marseille • France • Tel: + 33 4 42 77 46 00 • Fax: + 33 4 42 77 46 01 • SARL capitalised at e128,250 - VAT FR 95413604471 • RCS Marseille 413 604 471 • E-mail : info@cleverdis.com • www.cleverdis.com During IFA : Press Center – Hall 6.3 • Tel: +49 (0)30 3038 81136 • Fax: +49 (0)30 3038 81146 • E-mail : info@ifa-international.org • www.ifa-international.org Publisher: Gérard Lefebvre (gerard.lefebvre@cleverdis.com) • Publishing Director: Jean-Guy Bienfait (jeanguy.bienfait@cleverdis.com) • Project Manager: Bettina Spegele (bettina.spegele@cleverdis.com) • Editor-in-Chief: Richard Barnes) • Editorial team: Paul Andrews, Marc Dezzani, Gregoire Fleurot, Gary Smith • Photos & videos: Sacha Le Corroler • Design & Page Setting: Hélène Beunat, Valentina Russo To contact them : first name.last name@ifa-international.org • Cover : © Photos Messe Berlin GmbH • Printing: Möller Druck und Verlag GmbH (Berlin, germany) • With the participation of: Katharina Mendel, Jean-François Pieri, Raphaël Pinot © CLEVERDIS 2007 - Registration of Copyright August 2007 - ISSN pending Information presented in this publication is purely indicative in order to illustrate subjects contained therein. No guarantee can be given as to the accuracy of data or content at time of printing and thus the latter should not be used for professional or commercial ends. While all efforts have been made as to accuracy and pertinence of content and data contained in this publication, CLEVERDIS may in no case be held responsible for the consequences, whatever their nature may be, that may result from the interpretation of this data or content, or any eventual errors therein. Any reproduction of the content of this publication, even partial, by any means whatsoever, is strictly prohibited without the prior autorisation of the publisher. Any copy, whether by photography, photography film, magnetic tape, disc or other means constitutes a forgery, liable to punishment under French law according to the legislation of 11th March 1957 covering copyright. All brands cited in this publication are registered trade marks and/or belong to companies which are their respective proprietors. The publishers and editorial staff decline all responsibility as to opinions formulated in this publication by those interviewed or cited therein. 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 forwardlooking 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. the concept convinced us. The B2B marketplace for which the Reseller Park stands has a full range of services such as clearing, pre-registration for trade visitors, catering, extensive marketing and lots more, and is an optimum platform for meeting trading partners and for sitting down and talking about autumn and Christmas sales”. The TK group Eurodata, satellite navigation equipment makers MyGuide, as well as Fukato and Tragant are also taking part. Successful talks with customers at the Reseller Park For exhibitors this clear focus on B2B is a low-cost and efficient way of achieving their principal aim at the show, that being successful talks with the customer, at minimum risk, reasonable cost, and with the least amount of organisational effort. According to IFA Director Jens Heithecker: “The IFA Reseller Park has established itself as a major platform. Now a regular event at the IFA, one of the world’s largest trade shows for consumer electronics, it offers national and international retailers as well as the CE industry ideal opportunities for sustainable trading relations”. Jan Nintemann, organiser of the event and owner of Global Fairs TT-Messe, also considers personal contacts a priority. ”I am personally on hand to meet my customers from the first to last day of the fair. This is important for tackling future improvements to structures and concepts and for building confidence. Exhibitors at the Reseller Park need to be able to focus on their business, which I can’t deal with, but I’ll gladly help elsewhere,” says Nintemann. For those interested in the Reseller Park, information on how to take part is available on the internet until early August at www.tt-messe.de. About the Reseller Park: as in previous years, the Osnabrück-based agency Global Fairs TT-Messe headed by Jan Nintemann is organising the Reseller Park at the IFA 2007. Now that the IFA is both an annual and increasingly important event, a number of steps have been undertaken to further improve this B2B marketplace that is strategically important to the IFA. The Reseller Park is being promoted nationally and internationally by established partnerships on the one hand, (CE-Markt, MediaSeller, ChannelPartner, Imaging & Fotocontact, POS-Mail), new partnerships on the other (CE-Business), the European retail publication Multimedia IT (The Distribution Channel), and by the IFA’s daily newspaper. International Vocation Underlined .../ Cont’d. from page 1 ”IFA 2007 Shatters the Records” Indeed, the show stirs excitement from throughout the industry. According to Dr Roland Raithel, PR Director of Loewe and GFU member: “IFA is the main consumer electronics event in the world, and this year there are more exhibitors and interesting new products than ever before.” In 2007 the prominent exhibitors will include Astra, Beko, Canon, Daewoo, Epson, Deutsche Telekom AG, Fujitsu Siemens Computers, Grundig, JVC, Hama, Harman International, Hitachi, LG, Loewe, Metz, Olympus, Panasonic, Philips, Pioneer, Samsung, Sharp, Sony, Toshiba and Vestel. Dr. Rainer Hecker, Chairman of the Supervisory Board of gfu, views the intensive partnership with the trade as an essential element: “For the gfu as the organiser of the IFA, this intensified collaboration with international dealers’ cooperatives is one of the cornerstones of this event. Together we are continuing to develop the IFA as a central event for the industry and an important place for taking and placing orders. Dealers are the real VIPs of the IFA.“ Increased International Impact – thanks to IFA International – the official English language news source of the IFA show Organisers of the IFA decided a number of months ago to make the show truly international by launching this, the international publication of the event. After consulting several organisations, it was decided that Cleverdis, a consulting and publishing company with a long background in industry publications and information intelligence, should produce the official English language daily. What you are reading is the very first issue – the “preview” edition. In its paper version, IFA International will be distributed throughout the show grounds every day, aiming to become a veritable boon for international show goers, many of whom are senior trade and media visitors. A team of international journalists is working on each daily edition, and the editorial team will be based at the entrance to the press centre at the show. The IFA management team (l. to r.): Dirk Koslowski, IFA Senior Project Manager; Dr. Christian Göke, COO Messe Berlin GmbH and Jens Heithecker, IFA Director News in brief... MAJOR HONG KONG DELEGATION BOOSTS INTERNATIONAL PRESENCE AT IFA “HONG KONG: Bringing Design to Life” brings 40 exhibiting firms and almost twice as many delegates to the show. A joint pavilion organised by the Hong Kong Trade Development Council (HKTDC) in Hall 4.1., Stand 101 will feature a special highlight this year: the STYLE HONG KONG gallery. BLOGGING UNDER SPOTLIGHT One might also call it the “Blogadrome”! “From broadcasting stations to Web 2.0” in Hall 26 this year addresses new ways in which the web is being perceived. It will present some of the many possibilities for wider use of the internet through the participatory medium of Web 2.0. “The BlogHouse” in Hall 26 is simultaneously an attraction for interested laymen and a fascinating event for professional users, with opportunities for theoretical discussions as well. EMMA Loves Flashy Cars! In cooperation with the European Mobile Media Association (EMMA), the IFA 2007 is presenting top of the range vehicles sporting mobile media, in-car entertainment and car audio products. Hall 9 Plus X Awards at IFA The Hall of Fame of the Plus X Awards, presented by TV SPIELFILM, will be bringing prize-winning brands of all kinds closer to audiences in a display area covering 1,100m 2 . The digital lifestyle channel GIGA will be broadcasting daily TV shows. With stars, a coffee bar, a TV chef and the best technology highlights of the year. Hall 7.2c IFA International • Friday, 24 th August 2007 5
