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Sustainable Development

Sustainable Development Initiatives Who’s The Greenest of Them All? Philips and Sony Ericsson are winners of the 2011 EISA Green Awards In this year’s EISA Green awards, Philips were again unbeatable when it came to power consumption in their LCD TV, while energy consumption and recycling were also important in the naming of Sony Ericsson’s Xperia Mini phone as the greenest handset. European Green TV 2011-2012 - Philips 46PFL6806 In its quest for energy efficiency, the Philips 46PFL6806 reaches a power consumption of just 56 Watts in standard-mode, outperforming the direct competition. Chemical analyses of the PCB’s by SIMS Mirec Recycling Solutions, the world’s largest electrical and electronics recovery and recycling company, proved that the Philips 46PFL6806 is less of a burden on the environment than other TV’s. The holistic approach to eco-design from last year’s winner is surely not met, but the more affordable Philips 46PFL6806 clearly succeeds in implementing some radical steps from last year into a more ‘general’ design. Indeed, in 2010, Philips’ first Econova, the 42PFL6805, was awarded European Green TV. While this first version was in some ways a “test model”, it set the stage for Philips to introduce a more mainstream model and standardise some of the traits that made the first version so energy efficient (among other things), with a reported 40 watts energy consumption in eco-mode. European Green Smart Phone 2011-2012 - Sony Ericsson Xperia Mini Energy consumption is a hot topic amongst users of smart phones and that’s where the Sony Ericsson Xperia Mini outperforms the direct competition, be it used as a mobile phone, music machine, mobile internet device or even photo camera. Recycling by SIMS Mirec Recycling Solutions, the world’s largest electrical and electronics recovery and recycling company, clearly shows that when it comes to chemical analyses, the Sony Ericsson Xperia Mini scores best also. Despite its compact size and weight, the Sony Ericsson Xperia Mini is a clear Green winner in the mobile phone market of today. Xperia mini is actually part of Sony’s “Greenheart” portfolio, which means that they are produced with nontoxic paint, recycled plastics, reduced packaging, and also include an e-manual and a green charger. Actually, Sony has been committed to reducing toxic materials and chemicals, and also working on recycling our materials and producing more eco-friendly phones for a long time now, so this award comes as no surprise to many. Advertorial 40

Spokesman for Electronic Partner’s Managing Directors Haruyuki Director, Corporate Division For Promoting Energy Solution Business Panasonic Corporation Dr Rainer Chairman of the Supervisory Board, gfu Green Products @ IFA N°04 / September 2011 - March 2012 Sustainable Development Initiatives How Green Can You Go? How the new EU Energy Labelling System will change the way home appliances are identified Panasonic Corporation and the UNESCO World Heritage Centre have announced a strategic partnership agreement to promote sustainable development through World Heritage conservation and environmental education for the next generation. Panasonic aims to be the “No. 1 Green Innovation Company in the Electronics Industry" by 2018, its 100th anniversary. By putting the environment at the core of every part of its business, Panasonic is combining its environmental contributions with business growth. Sony has announced that it has achieved and/ or exceeded the majority of the targets set out in its "Green Management 2010" (“GM2010”) mid-term environmental plan, including an over 30% reduction in global CO2 emissions across its business sites compared with fiscal year 2000 levels. Sony’ GM2010 plan, introduced in 2006, aimed to reduce the Company’s environmental impact over the five-year period spanning fiscal years 2006 through 2010. The results of these initiatives have been confirmed through thirdparty verification. Samsung Electronics has announced that it has assumed a boardlevel membership in the Climate Savers Computing Initiative (CSCI), a non-profit organization formed to reduce the energy consumption of computers and related components. The company also announced the appointment of Jim Elliott, Vice President, Memory Marketing & Product Planning, Samsung Semiconductor, Inc. to the Initiative's board of directors. Interview by Richard Barnes In light of the new EU energy labelling system, one of the most pertinent industries these new regulations will be affecting is the home appliances sector. As one of the top pioneers in energy efficient products, Bosch has recently changed their method for catagorizing for some of their products. We spoke with Michael Bohn, Vice President Marketing of Robert Bosch Hausgeräte on the changes and how Bosch is perfectly ready for this new challenge. What are your thoughts about the changes to Europe's energy labelling system? From our point of view, the introduction of the EU energy labelling system is a very positive measure. We, at Bosch, as a pioneering producer of highly-efficient and resourceconserving home appliances, have been offering washing machines and dishwashers that were much more resourceefficient than the previous label A could convey for some time. Our world record holder in resource efficiency, the ActiveWater Eco2, is now finally labelled with the highest category A+++ with a water consumption of 7 litres and a power consumption of 0.73 kWH per cleaning cycle. The introduction of the new categories A+, A++ and A+++ actually makes this advance in resource efficiency clear. How will these changes affect the way customers perceive products? The new label puts sustainable products in clear, reliable categories. Thus, it ideally supplements the Green Technology inside-Card that marks our most energy-efficient and powerful home appliances with their savings potential in comparison with a 15-year-old appliance. In this respect, the new energy label perfectly underlines the technical competence of our brand and gives customers the opportunity to recognize sustainable products at a glance. “The new label puts sustainable products in clear, reliable categories.” How important is "being green" today as part of the buyers' decision making process? Customers are aware that “being green” is not only about saving the environment, but it’s also about saving them real money. With Bosch appliances, these benefits do not have to be sacrificed for convenience and performance – they are all united in our products. Yet, at Bosch, sustainability is not confined to our products, but it’s part of our entire brand philosophy that covers everything from our supply chain to production processes – a fact that was honored with the German Sustainability Award in 2008. How is Bosch working to further improve energy savings in its products and production processes? O u r e n g i n e e r s a r e continuously doing research in order to streamline and optimize our production processes and minimize the consumption values of our products. The brand Bosch is not only sustainable but also highly innovative, which results in ground-breaking, energyefficient products with substantial quality. This can be seen, for example, from our pioneering Zeolite®-drying technology for dishwashers which makes up for an alltime record-low in power consumption. Hall 3.1 Stand 101 Michael Bohn Vice President Marketing of Robert Bosch Hausgeräte Read more on @ INDUSTRY SPOTLIGHT SMART REPORT Dr Jörg Ehmer SuStainable Devel pment initiativeS The Professional Buyers’ Reference Ishio n speCial iFa 2011 Keeping Up With ConsUmers’ eCologiCal ConsCienCe Hecker n IFA International • Saturday 3 rd & Sunday 4 th September 2011 41

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