I NEWS I ADVERTORIAL
I NEWS I ADVERTORIAL Greenfever Among this year’s 90 exhibitors is the ISO-9001-certified Greenfever from Portugal, that has been specialising in the international refurbishing business with IT components for 14 years. The company operates with a weekly incoming stock of up to 10,000 units including drums and SSDs, notebooks and desktops. BIOND Belgian green tech company BIOND are experts in nonplastic materials, with a 100% biodegradable plastic substitute made mostly from processed wheat. Known as “wheat plastic”, the pioneering product is not only used for packaging but also for the production of technical products such as cables. KNX Professionals In the "SmartHome Connectivity Area" KNX, as the world's largest smart home and smart building standard, will showcase energysaving solutions. In most cases, an intelligent SmartHome system is also a green tech solution, because it (almost) always leads to a CO 2 reduction of 15 - 30%. Sustainability under the spotlight at IFA’s biggest ever Reseller Park 2022 Reseller Park is returning to IFA Berlin 2022 with its biggestever lineup and brand new Sustainability Zones. Reseller Park is recognised on the world stage as a smart, tailored B2B marketplace bringing manufacturers, resellers, distributors, retail purchasers and traders together. This year, the innovative tech hub is presenting 90 exhibitors and introducing new hall topics in the field of Sustainability: The new "Sustainability Zones" feature a Green Tech Zone, a Sustainability section, the Smarthome Connectivity Area, as well as an all new Refurbishing zone. "We are doing what we can," says Jan Nintemann, Managing Director of Global Fairs TT-Messe, about his motivation for bringing these new Sustainability Zones to life. The Green Tech Zone is set to captivate and inspire visitors with daily workshops featuring a small stage and product presentations, coordinated by Global Fairs partner flocq. Speakers include the company Briif presenting what it claims to be the "world's most sustainable air purifier" made from 90% sustainable materials. Two years of the coronavirus pandemic without trade fairs, the climate emergency, and the energy crisis pose major challenges for the tech industry. This is not only about the evolution of retail businesses amid e-commerce, but also new consumer behaviour facing these challenges. DIGITALISATION AND AI CAN BE HIGHLY EFFECTIVE ACCELERATORS IN THE JOURNEY TOWARDS A CLIMATE- NEUTRAL WORLD Many things that were previously taken for granted are being put to the test. In particular, increasingly more young people - a main target group of consumer electronics - are thinking about their future. Not only are they questioning the causes of global warming and the plasticlittered oceans but also how they can change their behaviour in a way that conserves resources and protects the climate. The credo of new products is less so about ‘even faster’ or ‘even more comfortable’ and more about ‘how damaging is it to the climate?’ This irreversible trend is therefore affecting consumer behaviour, with products increasingly being scrutinised for environmental compatibility and climate damage. The catastrophic consequences of the now clearly noticeable climate change also call for a technological and economic revolution: Which products and solutions not only do not pollute the climate and the environment, but at best have a "healing effect"? Digitalisation and AI can be highly effective accelerators in the journey towards a climate-neutral world, with great opportunities for companies that invest in green tech and not in green washing. Reseller Park believes the path is the goal - you can't just flip a switch and suddenly everything is green. Instead, you simply start with as much and as well as you can and communicate it as it is. This is how Jan Nintemann aims to organise this year's Reseller Park, in the most climate and environmentally friendly way possible - with an ecocertified stand builder who pays attention to the greatest possible reuse of environmentally friendly materials and to waste avoidance. Even the catering is to be organised as sustainably as possible Hall 25 8 IFA INTERNATIONAL • MONDAY 29 TH AUGUST 2022 news.ifa-berlin.com
I NEWS I IFA+ Summit to weigh up risks and opportunities of deglobalisation The conference, which will take place on 5 September from 10 am to 5 pm at the IFA Convention Area in Hall 23, will examine the risks and opportunities of deglobalisation. Under the heading "In the Face of Disruption De/Globalisation – The Universal Remedy" , a wide range of national and international experts will come together and share their views on our global world. While globalisation has opened up new markets and opportunities, it has also been a source of tension which is directly linked to many of the major crises we are currently facing, including climate change, the pandemic, Ukrainian conflict and resulting raw material shortages. As these become increasingly pressing, it seems only fitting that IFA's IFA+ Summit would centre deglobalisation. The summit will welcome a wide range of hardhitting speakers to present their views on the topic. Proponents and skeptics will answer the question "What are the opportunities and risks of deglobalisation?", offering scientific and philosophical opinions. A number of hard-hitting speakers have already been confirmed for the summit, including Dr. Reinhard Zinkann, Executive Director and Co- Proprietor of the Miele Group, the world's leading premium manufacturer of domestic appliances. Dr Zinkann studied Economics, Business Administration, History and the History of Music and Philosophy in Freiburg, Boston (Harvard) and Cologne. He will be joined by the renowned German philosopher, cultural scientist and publisher Peter Sloterdijk, who has published many articles and books on the topic which have been the subject of much debate. In particular, his 2005 book entitled ’In the World Interior of Capital: Towards a Philosophical Theory of Globalization’. Also among the most prominent figures speaking at the IFA+Summit is the economist and former Greek finance minister Professor Yanis Varoufakis, who has witnessed first hand the social, political and economic challenges of globalisation. He will be sharing his views on the topic and help outline concrete practical scenarios for the future. The IFA+Summit will be moderated by Geraldine de Bastion and Daniel Anibal Bröckerhoff. Over the past 18-years, Ms De Bastion’s work has focused on the digital transformation, international cooperation, innovation and human rights. Mr Bröckerhoff on the other has experience as a journalist and moderator for analogue television, digital video content and innovative events IFA+SUMMIT “In the Face of Disruption De/Globalization – The Universal Remedy” IFA Convention Area in Hall 23 Tuesday 5 Sept. 10am-5pm SHIFT MOBILITY, WHERE THE FUTURE OF MOBILITY IS ON DISPLAY More than 50 speakers are expected to attend this year's SHIFT Mobility event at IFA 2022 in Berlin, Hub 27, under the banner “Experience the mobility event without limits”. The event gives journalists and trade professionals an opportunity to learn about the most promising visions, future trends and breakthroughs. Critical minds, cutting-edge scientists, game-changers, inventors, C-level company representatives and start-ups come together to collaborate on disruptive technologies. As Dr Hans Hamer, CEO of SHIFT Mobility explains: "The focus of our conference is how the mobility of the future will change the way we think, the way we live and the way we get around. SHIFT Mobility is a completely new event format for innovation. It aims to take you on a fascinating journey into the mobility of tomorrow.” The event is made up of two sections - A twoday B2B congress with high-profile speakers, masterclasses, think tanks and interactive formats, as well as a six-day “Exhibition & Experience” area for businesses and consumers, where new products and developments are presented live; including test drives and product demonstrations This year's key topics include: • Sustainable Mobility & Circular Economy • Car-Tech & Connectivity • Urban Mobility and Infrastructure & New Urbanism •New Dimensions of Mobility •Renewable Energy Dr. Reinhard Zinkann Peter Sloterdijk Marcel Fratzscher This year's event will welcome Nakul Duggal, Head of Automotive at international semiconductor manufacturer Qualcomm, as well as the European Head of the Chinese electric car manufacturer Aiways, Dr Alexander Klose. Other confirmed guests include the Director of Ford’s Future Lab, Usha Raghavachari, and tech blogger and digital expert Sascha Pallenberg from Taipei SHIFT MOBILITY Thursday, 1 September - Tuesday, 6 September Hub 27 IFA INTERNATIONAL • MONDAY 29 TH AUGUST 2022 9
