1 year ago

Week-end Edition - Day 2 & 3 - IFA International

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NEWS EDITORIAL Richard Barnes Editor-In-Chief Electrolux Unveils New Look and Product Ranges for AEG Brand Striding Towards The Gigabyte Society IFA 2016 has more than ever proven to be not only a place where a massive volume of deals are discussed between major buyers and manufacturers and new products and concepts are launched, but also a global forum where leading figures from all walks of life – notably key politicians – discuss the future of the digital economy. Alexander Dobrindt -- Federal Minister of Transport and Digital Infrastructure, Günther H. Oettinger -- European Commissioner for the Digital Economy and Society, Michael Müller -- Berlin’s Governing Mayor, and Hans-Joachim Kamp, Chairman of the Supervisory Board of gfu, held opening speeches at the IFA 2016 Opening Gala at the Palais am Funkturm. Mr Dobrindt made it clear that, “IFA is a must for those who want to find the way into and experience the gigabyte society.” Mr Oettinger echoed, “Our generation of the telecommunications industry, and the regulations created by the law-making institutions, must have the ambition to realise the gigabyte society within the next five to ten years. 1,000 megabytes, everywhere, and pan- European dead spots need to be a thing of the past.” The gfu’s Hans-Joachim Kamp told the attendees that fast data networks are the key to success in the digital economy: “In order to experience the fascinating things made possible by IFA innovations, every consumer – and every retailer selling these products – needs to have the opportunity to obtain a high-speed internet connection. In the face of tough international competition, a connection to the data superhighway is also a matter of survival in the increasingly connected world of industry.” Indeed, IFA is much more than just a show. It’s a launch pad for ideas, concepts and movements that change the world. Welcome to the future. Welcome to IFA. Electrolux has revealed a new look for the AEG brand with the launch of two product ranges at IFA. The Mastery Range accommodates the practical elements of using kitchen appliances, with responsive technology and design that makes life easier for consumers. Dan Arler, Head of Electrolux Major Appliances Europe, Middle East and Africa, said: “The kitchen has changed over the past 20 years. It used to be a room at the back of the house, but now it has become the heart of the home – a social focal point. Today, people want their appliances to integrate seamlessly into the room. “I think what people expect from their kitchen and appliances is a way to enable them to indulge in something they love doing – you don’t want the appliance to take over completely. The new AEG Mastery Range offers a helping hand in a very human way.” The Mastery Range includes an oven that talks to you like a restaurant waiter, asking if you want your meat rare, medium or well done; a fridge with flexible door storage that can be customised according to individual needs and a hands-free hood that automatically adjusts to cooking activity on the hob. Dan Arler Head of Electrolux Major Appliances Europe A new laundry range offers combinations of washing machines and dryers that work in tandem, promising to preserve the colours and textures of garments and protecting the fibres. The range features SoftWater Technology – a world first, according to Electrolux – which softens the water before washing for “unrivalled” cleaning results at 30°C. The new Care Advisor in the My AEG app gives consumers advice on what programmes, options and detergents to choose for different types of clothing and stains, and will be able to send the right programme directly to a connected washing machine Hall 4.1 Stand 101 IFA International • Saturday 3 th & Sunday 4 th September 2016 3

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