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i n te r n a t i o n a l Official Daily News Source for International Visitors at IFA

IFA 2008 Makes The Breakthrough! LARGEST RANGE OF EXHIBITS EVER - EVEN MORE INTERNATIONAL THE LARGEST AREA - TOP-LINE KEYNOTES Intensified partnerships with specialist dealers and massive international media interest mark the opening of IFA 2008. But what perhaps is the most extraordinary advance is in the fact that the number of countries represented by exhibiting companies has almost doubled in comparison to 2007… simply amazing. Indeed, with a record participation by 1,245 exhibitors from 63 countries (last year: 1212 exhibitors / 32 countries) IFA is more international than ever before. Exhibitors from Thailand, Indonesia and Vietnam are taking part for the first time, along with

Number of countries represented at IFA 2008 jump from 32 to 63 year to year! those from Brazil, Argentina and Colombia. As the largest European and international order-writing trade show and trade fair for the public, IFA has this year largely reinforced its vocation as the top show of its kind in the world.

DAY 1 Friday 29th August 2008 Hall 20 Stand 101 Hall 3.2 Stand 101

Hall 5.2 Stand 101

CONTENTS O9 > MARKET & TECHNOLOGIES TRENDS 13 > CONFERENCES PREVIEW 14 > MEET THE VISIONARIES 18 > PRODUCT TRENDS 27 > THE GREEN PAGE 39 > HOME APPLIANCES @ IFA 35 > WHERE TO GO IN BERLIN

IFA OPENING PRESS CONFERENCE

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Internet Comes to TV!

Dr Jongwoo Park President & Chief Executive Officer Digital Media Business Samsung Electronics Co., Ltd Keynotes from top executives of Samsung, Philips and B/S/H will punctuate the first two days of the show. In this issue, read our exclusive prekeynote interviews with Dr Jongwoo Park (see above), and Andrea Ragnetti, CEO – Philips Consumer Lifestyle – pages 14 and 16 respectively.

Panasonic revealed it has teamed up with sports broadcaster Eurosport to offer content directly to TVs using a broadband internet connection and the VieraCast interface. Fabien Roth, Senior Marketing Manager TV Group, Panasonic Marketing Europe, revealed that: “Internet-based TV services are a significant part of the future of TV, but IPTV has not yet found its place in the mass market. We at Panasonic believe

that the TV is the place where the Internet should be available and with VieraCast that is going to happen.” .../ Cont’d. Page 18

From left to right: Hans-Joachim Kamp, Vice President, ZVEI Dr. Reinhard Zinkann, Chairman of the Board Division Home Appliances of ZVEI Dr. Rainer Hecker, Chairman of the Supervisory Board, gfu Dr. Christian Göke, Chief Operatiing Officer, Messe Berlin.

Announcing the shape of things to come, the opening press confe-rence for IFA 2008 on 27th August saw ‘standing room only’ for journalists. The conference announced not only major trends for the industry, but also set the pace for this year’s show. See our feature from page 4

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Dr. Rainer Hecker Chairman of the Supervisory Board, gfu

“The strategic importance of IFA makes it the international meeting place for the media and visitors, but above all it is the world’s pre-eminent platform for the industry and for specialist dealers,” says Dr. Christian Göke, Chief Operating Officer of Messe Berlin. “The number of exhibitors from other countries this year is among the largest in recent

Dr. Christian Göke COO, Messe Berlin

years,” says Dr Göke, adding “This substantial increase in international exhibitors is not an accident, it is the result of many years of hard work on international markets. Our success in increasing the international dimension of IFA is confirmation of our basic strategy. All the indications are that this will be a successful event. With orders last year

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IFA 2008 – THE INTERNATIONAL MEETING PLACE…

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Dr Reinhard Zinkann, Chairman of the Board Division Home Appliances of ZVEI

Hans-Joachim Kamp Vice President, ZVEI

Jens Heithecker Director IFA

totalling € 2.75 billion, IFA is the main European market place and one of the largest in the world for the Consumer Electronics (CE) sector. In addition to strong representation from the trade and industry in the European core markets, IFA is also becoming increasingly important as a marketing instrument and a platform for presentations from com-

panies in Asia and America. Foreign exhibitors account for more than 66 per cent of the total, and their involvement has helped to make IFA an even more international event”.

excellent basis for the long term success of the industry and for dealers. We shall be providing visitors with a very broad, high quality range of brand products in Berlin. IFA has established a reputation for introducing a whole range of new technologies and products. Moreover IFA provides a unique forum for announcing new developments in media policy.”

Dr. Rainer Hecker, Chairman of the Supervisory Board of the gfu, which organises IFA, explains, “The successful IFA concept forms an

IFA BECOMES THE ULTIMATE “LIFESTYLE SHOW” by Mark Dezzani

Commenting on IFA’s diversification into the Home Appliance market, Hecker says, “IFA has been about Consumer Electronics, but as of this year it is about Home Appliances as well. IFA is about strong and important brands and is now the biggest event for

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home appliances. IFA is not just presenting novelties, but deals with the consumers’ fascinations and emotions. We have interesting and dare I say ‘sexy’ products such as intelligent coffee makers and fridges with TV screens, enhanced with interesting showcases

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such as product demonstrations with celebrity chefs. The inclusion of Home Appliances has not only enlarged IFA, but it has enriched it as well.” Dr. Reinhard Zinkann, Chairman of the board for the Home Appliances divi-

sion of ZVEI and CEO of Home Appliance company Miele explained why ‘White Goods’ have been incorporated at IFA. “Most trade partners have white and even sometimes grey (computers). IFA is a ‘Who’s Who’ for world class brands. It is one of the best

known trade fairs in the world and has a strong tradition for product launches and first time presentations. The huge media coverage that IFA generates is of immense benefit for exhibitors as is the fact that it is an event where their customers can also attend.”

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NEWS

ADDITION OF HOME APPLIANCES TAKES IFA TO NEW HEIGHTS

“…THE IDEAL PLATFORM FOR ALL THE WORLD’S LEADING BRANDS…” by Mark Dezzani

“With the addition of Home Appliances, this year’s edition of IFA is the strongest ever,” enthuses Dr. Christian Göke, Chief Operating Officer, Messe Berlin. “It has never been this big in space terms, with an extra 11,000 square metres of temporary space added. It is the right decision and a logical step to add Home Appliances because in their everyday life, consumers do not differentiate between Consumer Electronics and Home Appliances.” Dr Reinhard Zinkann, president and co-owner of Miele and ZVEI Chairman of the board for the Home Appliances Division says, “Europe is the world’s largest market for electrical domestic appliances, which is why we need a strong trade show in Germany. IFA is one of the most important trade shows anywhere in the world, which makes it the ideal platform for all the world’s leading brands.” Dr Zinkann underlines the fact that domestic appliances making their first appearance at IFA reflect a worldwide trend for more comfort in the home and for healthier eating. “The trend towards healthier nutrition, using methods intended to

retain more nutrient properties, is reflected by the keepfresh systems of modern refrigerators and by steamers, either stand-alone or built into ovens.” He further explains that current levels of economic performance in the home appliance sector are very varied. There are downturns in important markets such as Italy, Spain and the UK, but by contrast growth in France and Eastern Europe. “In Germany, growth during the first six months of the year was close to three per cent, and despite general consumer reticence we expect an overall annual increase of four per cent. The rising demand for brand name appliances and for quality will sustain this growth.”

The Environment at the Heart of Concerns Environmental concerns including political agendas and social discussions about CO2 emissions and climate protection are influencing consumer trends says Zinkann. “There is a wide gulf between the willingness to purchase environmentally friendly products and concrete action in this respect. Demand is failing to

Home Appliances at IFA - Why? Majority of retailers offer CE and white goods

50%

20%

30% CE & white goods retailer pure CE retailer pure white goods retailer

IFA International • Friday, 29th August 2008

keep pace with supply, and a combination of efforts and measures by the industry, the trade, politicians, consumer organisations and the media is needed to overcome this discrepancy.” Research indicates that whilst 75% say that they are prepared to buy more efficient devices that benefit the environment, only 17% actually do so. While consumers are in favour of more energy efficient appliances, they do not want to renounce user friendliness & stylish design features, according to Helmut Sailer, Director Marketing & Communication, Bosch. “It is important that products are oriented to human beings including their ecological concerns. Whilst there is a large gap between those who wish to acquire more ecofriendly appliances and those who can afford to replace old but working equipment, rising energy prices will motivate consumers so that we will see that gap close considerably over the next two years.” Commenting on the inclusion of home appliances at IFA, Bosch’s Sailer says, “This is our first time at IFA with white goods and we are absolutely happy to be here. IFA’s inclusion of home appliances is good for us and for the whole white goods industry. It enables us to present new products in new surroundings both to dealers and end clients in one fair. We are expecting a minimum of 3,000 dealers (national & international) and many more as they are often accompanied by sales people.”

attractive platform for international dealers, buyers, consumers and the industry as a whole,” concludes Dr. Christian Göke, Chief Operating Officer, Messe Berlin. “With impressive presentations for visitors and the trade, the new exhibitors from the domestic appliance

industry will be providing evidence of their market strengths. They will also expand the portfolio of the leading trade show for consumer electronics with exciting presentations that also exert an emotional appeal, as well as providing a new way of learning about their products.”

WHAT MOBILE TV TECHNOLOGY IS MAKING ALL THE NOISE AT IFA??

“The combination of consumer electronics and home appliances creates an unprecedented diversity, making IFA the most

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Haier strongly believes that, to be deeply satisfied and live happily, compromises are not the solution: not for us, nor for you or your clients. This is the reason for the highest quality offered by Haier: a high quality product leads to high quality in life, even when you are dealing with domestic household, electrical goods or air conditioning. We also believe that the secret behind successful living is the ability to maintain deep relationships and to involve every element within a group. This is why we at Haier see the essence of globalization in the localization of our activities and also of our employees; to become part of the local community while creating a global brand. This year alone, Haier has established 19 trading companies, 5 design centres, 24 manufacturing facilities and 4 industrial parks outside China. Haier also has 58,800 sales outlets in over 160 countries, employing more than 50.000 people around the world. A global production range of 90 product lines and 15,000 models: the results of intensive research into a better quality of life for everyone. To fly higher.

Come and see our White Goods in Hall 4.1 Stand 107 and Brown Goods in Hall 25 Stand 116 www.haiereurope.com Haier Deutschland GmbH Im Westpark 15 – 35435 Wettenberg Tel: 0641 97442300 - Fax: 0641 97442333 Kundenservice: 0180 5393999 [email protected]

Haier Fiera Berlino.indd 1

Haier Europe Trading Srl – Branch Italy Via De Cristoforis 12 – 21100 Varese Tel: 0332 24511 - Fax: 0332 245148 Call Center Info: 199 100912 [email protected]

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NEWS

MEDIA WEEK AT IFA Under the heading of medienwoche@IFA the Berlin Media Week 2008 will be taking place in direct association with IFA for the first time from 29 August to 5 September. The conferences,

panel discussions and keynote speeches involving the Media Board, Medienanstalt Berlin-Brandenburg and the gfu, the organiser of IFA, will combine to form a joint congress programme for the

first time. Starting on Monday, 1st September, the Congress will meet at the ICC to discuss current issues involving media policy and media regulation, and will also be presenting new sub-

ject matter, new business models and new forms of distribution for the world of digital media. One of the highlights will be an exclusive keynote address by the Director General of the BBC,

Mark Thompson, on Tuesday morning, on the subject of "Public Service Broadcasting and New Media” with an introduction by Lutz Hachmeister Institute for Media Policy.

CNBC PANELS ADD TO INTERNATIONAL FLAVOUR An event chaired by Sabine Christiansen will report from IFA 2008 on various aspects, including the CNBC format “Global Players”. This outstanding programme will feature an international dialogue involving top decision-makers from business and politics.

Three exclusive panel discussions for a selected group of participants will provide industry experts with details about the following subjects. “Web 2.0: How does convergence connect consumers and businesses?”; “How are consumers changing the way

they buy CE?”; “How ‘Green’ is ‘Green’ really in Consumer Electronics?”. The third panel will feature in a television broadcast by CNBC. The success of the US panel, which was first organised for an international press conference in April, has led to its

continuation at IFA in Berlin. The exclusive discussion forums involving leading journalists from the USA will comprise three debates on topical consumer electronics issues (“Guessing Apple’s next move”), electrical domestic appliances (”Consu-

mer Electronics and White Goods: the interactions between the markets in the U.S. and in Germany”), and the subject of blogging (“Blogging in Germany and the US: What German Bloggers could learn from their US-colleagues”).

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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 €128,250 - VAT FR 95413604471 • RCS Marseille 413 604 471 • E-mail : [email protected] • www.cleverdis.com During IFA : Press Center – Hall 6.3 • Tel: +49 (0)30 3038 81136 • Fax: +49 (0)30 3038 81146 • E-mail : [email protected] • www.ifa-international.org • Publisher: Gérard Lefebvre • Publishing Director: Jean-Guy Bienfait • Project Manager: Bettina Badon • Editor-in-Chief: Richard Barnes • Associate Editor: Jooree Cho • Editorial team: Bruce Cooper, Marc Dezzani, Gary Smith, Jo Stephens • Photos: Didier Baverel • Videos: Sacha Le Corroler • Design & Page Setting: Serge Aznar, Hélène Beunat, Valentina Russo To contact them : first name.last [email protected] • Cover : © Photos Messe Berlin GmbH • Printing: Möller Druck und Verlag GmbH (Berlin, Germany) • With the participation of: Ugo Massacrier, Jean-François Pieri, Raphaël Pinot, Masha Polshinskaya, Mareike Vitt © CLEVERDIS 2008 - Registration of Copyright August 2008 - 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 forward-looking 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.

Technical and Scientific Forum (TWF) Hall 5.3 (Booth #22)

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MARKET & TECHNOLOGY TRENDS

WHAT THE CONSUMER WANTS… TRENDS ANNOUNCED AT OPENING PRESS CONFERENCE by Mark Dezzani According to Dr. Rainer Hecker, Chairman of the Supervisory Board of gfu, “There is a faster and faster increase in the pace of transition to High Definition (HD) media and manufacturers should make sure that this new technology is used in camcorders, game consoles etc.” In CE as well, environmental aspects are increasingly important. This means the reduction of power consumption and minimising the impact and use of pollutants. Hans-Joachim Kamp, Chairman of the Board Division Consumer Electronics of

ZVEI, ZVEI VP was very upbeat at the conference: “Throughout Europe the first six months of 2008 were extremely successful for consumer electronics products. Much of this was due to traditional entertainment electronics products, especially innovative flat screen TVs. Sporting events such as the European Football Championships and the Olympics have helped to boost sales. In view of the positive influences on the market so far, for the second half of 2008 we expect growth to slow considerably. Much of the growth of the CE sector is attributable to innovative, digital products. Despite the slowdown in the economy they top the list of consumers' preferences. There are still more than 170 million items of equipment fitted with valves in European homes, and this will lead to a high level of demand for replacements over the coming years.

The Big Trends: • Global CE Sales in 2008 $678 billion +4% over 2007 ($619.7 2007) IFA International • Friday, 29th August 2008

• Forecast for 2009 $719.8 (+6% over 2008 forecast.) • Forecast growth for Asia & Oceania +12.8 in 2008 (+13.1 in 2009) • Average spend in Europe for new Flat Screen TV € 690 (€ 820 in Germany.) In 2008, Germany overtook the UK for the first time in Flat Screen TV turnover. • Full HD and HD ready penetration in Europe 92% • Surety for growth: Still 170 million CRT TVs in Europe

Consumers Don’t Care About Differentiation Between White and Brown Goods The incorporation of white goods at IFA reflects the lack of differentiation by the consumer between Consumer Electronics and Home Appliances, whilst 50% of retailers attending IFA offer both categories of products. The total World-Wide market for Home Appliances is $140bn with Europe accounting for 36% of the market; North America 23%; Asia 21%, 6% Latin America; 14% Others. There is a trend towards smaller and high quality products with more features, and consumers are beginning to demand more energy efficient devices. There is a booming market in Health, Personal Care and Beauty appliances, which are all in big demand as are lifestyle products with an increase of fine cuisine in the home as promoted by the rise in TV cooking programmes. Convenience and ease of use are appealing to customers as are designer devices such as Hot Beverage machines. www.ifa-international.org

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3619_blu_IFA INTERNATIONAL_PHILLIPS Version Trim: 250mm x 353mm Bleed: 260mm x 363mm 08.19.08

MARKET & TECHNOLOGY TRENDS

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be mobile: “The benefit is that you want to receive TV really anywhere you go, including when you're travelling in your car, or going from one place to another for vacation and you want to continue receiving the signal on the move, even on the highway. That's what DVB-SH will enable, basically.”

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While mobile TV initiatives in Germany have been inconclusive, in other parts of the world, it’s a different story, and with the promise of DVB-SH (a project launched by Alcatel Lucent), the future of mobile TV looks very interesting. According to Peter McAvock, Executive Director, DVB Project: “DVB-SH is born out of the DVB’s general move into the area of handheld television. First of all we developed the DVB-H system, which is designed for use with the UHF, VHF and to a certain extent the LBand frequency ranges. But we recognised the need to provide solutions for all frequencies. And in doing so, we, with the help of a number of key DVB members, developed the DVB-SH system, which is designed as a complement to the existing DVB-H solutions, specifically targeting the S-Band.” At the moment, in Europe, we are still at the very beginning of mobile broadcasting, which has heavy usage in Asia, Korea and Japan: the DVB-SH standard will use a seamless combination of satellite broadcasting and 3G-like land-based transmitters to ensure uninterrupted coverage wherever the users may be. This circumvents the main problem of DVB-H until now – that being its limited coverage and channel bandwidth. According to Alcatel Lucent Mobile

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Broadcast President Olivier Coste, ”It's an improvement on DVB-H, it brings more channels, it brings the ability to use more spectrum, it brings the possibility to combine terrestrial and satellite solutions, and most importantly, it means less CAPEX to provide mobile TV services.” Eutelsat is heavily involved in the development of DVBSH. Antonio Arcidiacono, Director of Innovation for the satellite consortium, explains that while DVB-SH is an evolution of the DVB-H standard, and as such belongs to the same family, a lot of technological improvements have been introduced to make this standard better than the previous ones: “DVB-SH operating in S-Band has the advantage of having a unique allocation of frequencies at a worldwide level, 30 plus 30MHz available in both directions all over Europe, which is not what is available, for example, in UHF.” According to Yannick Levy, CEO of chipset manufacturer DiBcom, part of the DVBSH eco-system: “Potentially you can receive a DVB-SH signal in places where you wouldn't be able to receive anything else. Besides that, I think the satellite is a great advantage when it comes to covering large areas without additional repeaters everywhere.” He adds that the advantage is clear for those people who really want to

IFA International • Friday, 29th August 2008

So why haven’t current digital mobile services been very successful? Fernanda Romao of Sagem Mobiles has the answer: “We know a lot of people are watching TV at home… in fact, more than 50% of people are watching mobile TV at home, so indoor coverage, or having good performance inside homes, is very important. The standard of DVB-SH is common with DVB-H, but with some modifications. The first modification is based on the frequency, so 2.2 GHz allows you to have better indoor coverage. In all the links, there are some errors and, on DVB-SH, the standard has been modified to allow more errors. So, if there is an error in the transmission for instance, we can correct this error better than on the DVB-H standard. So really, DVB-SH plus DVB-H is a common standard that will really allow us to improve performance levels. Depending on the market and depending on the operator, we can address DVB-H or DVB-SH based on the need of the user. And in the end, the mobile phone is completely ready now, and capable simultaneously addressing the DVB-H and DVB-SH standard.” For operators, the efficiency of the broadcast signal is of utmost importance, as well as the amount of content they can provide, not to mention reduced cost when

having to cover a wider area. Analyst Jeff Heynen of Infonetics Research gives the example of the US market: “You know, with other technologies, you're relying primarily on terrestrial base for repeaters and transponders. So if you want to cover an entire country, for example the United States with a very large geographic area, it's extremely costly to do so just on a terrestrial-only network. Adding satellite is a much easier way to get wider coverage, as well as indoor and outdoor coverage to ensure that you're getting quality programming to your subscribers, and that they are not going to stop subscribing after a week or two.”

Alcatel Lucent’s Olivier Coste continues to have an upbeat outlook: “Mobility is totally addictive, and so is TV. Combining the two leads to millions of customers, you need to have a proper solution, which fits the customer’s needs. This is where we believe DVB-SH is today the most powerful technology to provide mobile TV. In those conditions, the potential of the market has no limit.” Alcatel Lucent is demonstrating the latest advances in DVB-SH technology in the Science and Technology Forum at IFA (TWF). Hall 5.3 / Stand 22

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CONFERENCES PREVIEW

IFA INTERNATIONAL KEYNOTES 2008 EXCLUSIVE FIRST-HAND INSIDER INFORMATION What direction will technology take? What will future standards look like? How will these developments affect my present business model? You will find out all about these topics at the IFA International Keynotes - in exciting lectures from international top managers from the CE and Household Appliances industry. They will convey their insider knowledge to you regarding the latest product developments, industry trends and strategies. Take advantage of this unique opportunity to meet the industry stars and to get the latest industry news firsthand. Dr Jongwoo Park, President Digital Media Business, Samsung Electronics Co., Ltd Date: 29th August 2008 Time: 09.45 - 10.30 Location: ICC Berlin, hall 3 SEAMLESS EXPERIENCE – THE COMPLETION OF DIGITAL RENAISSANCE Keynote summary: Introducing the notion of "Seamless Experience", Samsung enables consumers around the world to enjoy rich digital experiences anytime and anywhere in an intuitive, convenient and easy way. By doing so, everybody is empowered to communicate and share their experiences with the rest of the world - near and far. This leads to the completion of the Digital Renaissance. Along this process, Samsung will continue to drive innovation to create more value for customers by developing visionary and industry-leading products: To serve customers with holistic solutions and to accelerate innovation, Samsung will reinforce its existing alliances with leaders in adjacent industries and enter new alliances with tomorrow’s leaders in key areas including content and service. Statement of Motivation: IFA is clearly one of the major events for the global consumer electronics industry. And this is certainly an exciting time for our industry, with the current growth coming from digital TVs, Monitors and other digital products. I am honoured to deliver the opening keynote speech at IFA 2008, to explain Samsung’s leadership position in consumer electronics and to share our vision for the electronics industry. Andrea Ragnetti, Executive Vice-President Royal Philips Electronics and Chief Executive Officer Philips Consumer Lifestyle Date: 29th August 2008 Time: 15.00 - 15.45 Location: Hall 7.1a, International Keynote Area PHILIPS – MAKING A DIFFERENCE IN CONSUMER LIFESTYLE Keynote summary: In the IFA 2008 Philips Keynote Speech, Andrea Ragnetti, CEO of the Philips Consumer Lifestyle sector, will outline how the company is making a difference in the lifestyle domain, one of the key areas of business Philips addresses as a leading global Health and Wellbeing brand. With IFA increasingly representing a broader scope of consumer appliances this year, Mr. Ragnetti will outline how Philips’ Consumer Lifestyle business in particular represents a true powerhouse of insight and understanding, offering a focused portfolio of products to enrich consumer’s lifestyles and addressing their real needs for both wellness and pleasure through truly differentiated experiences. Statement of motivation: As one of the leading trade shows of any industry, IFA brings together many of our most important stakeholders in one place at the same time. IFA provides an invaluable opportunity for us to demonstrate our business activities, not only in the traditional consumer electronics domain, but increasingly across the broad spectrum of consumer lifestyle. With this in mind, our IFA Keynote Speech this year will offer an excellent platform to outline what the new Philips Consumer Lifestyle sector is about, its vision and direction, and how it is making a real difference for all our stakeholders.

Dr. Kurt-Ludwig Gutberlet, Chairman and CEO, BSH Bosch und Siemens Hausgeräte GmbH Date: 30th August 2008 Time: 09.45 - 10.30 Location: Hall 7.1a, International Keynote Area HOUSEHOLDS CAN SAVE ENERGY WITHOUT SACRIFICING CONVENIENCE Keynote Summary: Highly efficient household appliances sold under the BSH brands Bosch and Siemens help consumers all over the world contribute to climate protection actively. The potential savings are often much more substantial than people might expect. The amount of electricity and water consumed by a single household may seem unimportant. But when one considers the total amount used by millions of households worldwide, this represents a significant impact on global resources. At the same time, it is a starting point for conserving energy and water, as well as reducing CO2 emissions. In addition to much lower consumption figures, innovative household appliances offer more product benefits and thus meet an important expectation of consumers who can save without sacrificing convenience. Statement of Motivation: As the world’s leading trade exhibition for consumer electronics and consumer lifestyles, IFA is a first-class industry trade show and an extremely important event for BSH. We welcome the concept of presenting consumer electronics and household appliances together for the first time. This approach also reflects the retail structure of the industry: Products from these two segments have been sold under the same roof for many years. IFA offers us an outstanding international platform where we can present the innovative, technically advanced products sold under our brands Bosch and Siemens. At the same time, it gives us an opportunity to show a widespread audience how our energy-efficient household appliances contribute to climate protection and help conserve natural resources. TWF TALK The TWF is a unique combination of specialist exhibition and a forum for discussions about innovative media technology. In order to increase the understanding of the issues raised by the exhibits and to offer visitors a platform where they can exchange ideas and experiences, TWF exhibitors developed the TWF Talk, a special lecture series and discussion format. Top industry experts are available here to give lectures, answer questions, and engage in critical debates. PROGRAMME ABSTRACT Friday, 29th August 2008 11.00 a.m.: 11.30 a.m.: 2.00 p.m.:

Saturday, 30th August 2008 11.00 a.m.: 2.00 p.m.:

HDTV, TV on mobiles, DVB-T, Television 2020 Where are we now, where do we want to be? TWF-ACTIVE – ‘Living’ machines, mobile games, surfing the globe An afternoon of active involvement.

Sunday, 31st August 2008 11.00 a.m.: 11.30 a.m.: 2.00 p.m.:

Discussions with the press and tour of the fair Multimedia – new vistas, new orientation WebX.0 – Community and interaction

Monday 1st September 2008 11.00 a.m.: 2.00 p.m.:

Digital radio applications Digital data – collecting, storing, scaling

Tuesday 2nd September 2008 11.00 a.m.: 2.00 p.m.:

DRM and DRM+, Digital Radio Mondiale A family of systems of up to 108 MHz for digital broadcasting Man + Machines – control, interaction, cooperation

Wednesday, 3rd September 2008 11.00 a.m.:

IFA International • Friday, 29th August 2008

Opening COOPERS - Co-operative Systems for Intelligent Road Safety Demonstration Kick off IPTV – the next big thing in digital broadcasting

TWF2008 – a profile, a review

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MEET THE VISIONARIES

DR JONGWOO PARK PRESIDENT – DIGITAL MEDIA BUSINESS SAMSUNG ELECTRONICS

THE “SEAMLESS EXPERIENCE” As IFA’s opening keynote speaker, Dr Jongwoo Park President – Digital Media Business - Samsung Electronics, will be presenting “Seamless Experience – the completion of Digital Renaissance”. IFA International’s Editor-in-Chief, Richard Barnes met with Dr Park for this exclusive “pre-keynote” interview… a ”spicy Korean“ foretaste. Over the past years, many companies have been claiming to be working towards a “seamless expe rience”. You are saying that with Samsung this experience has arrived. Can you tell me a little bit about what the seamless experience is and how do youbelieve Samsung has achieved this? A “seamless experience” is not just technological matter. We see it in a broader sense. For us, it’s about a genuine experience for our customers. This means anyone should be able to enjoy the benefits of our digital devices at anytime, anyplace without any stress so they can communicate around the world and share their new experiences through the product. However, if you look at the situations around the world, due to the complexity of devices, the digital convergence, the development of network systems, it is getting harder for customers to use high technology digital devices. So they are feeling “digital fatigue”. This is true particularly for elder people or people in underdeveloped or emerging countries, who are isolated or left behind in terms of digital experience. Therefore, the right direc14

tion of a “seamless experience” is to remove the gap in the digital experience among people, caused by age, location, and income differences, by resolving the digital fatigue. So this is not only our duty as a major electronics company, but also the way to repay ourclients around the world in helping us become a global leader in the electronics industry. What does Samsung offer them that other companies don’t? We are in the best position to secure the “convenience of connectivity” point of view. If you look at the “seamless experience”, it actually means the convenience of using digital products as I pointed out before. Now more and more digital devices are coming to the market and they are also slowly connecting to each other. So in that sense, the convenience of connectivity is very critical and essential. If you look at Samsung’s product portfolio, it is very comprehensive, ranging from home products like TVs, home cinema and Bluray Players to mobile devices, like camcorders, digital still cameras, cellular phones and MP3 players, right through to IT products

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Opening keynote today at 9.45 ICC Berlin, Hall 3

like printers, monitors and PC’s. We are in the best position to converge all of these devices. In addition to those advantages, Samsung has also established vertical integration with important components, such as semiconductors, displays, mobile CPU and secondary batteries and also all kinds of electrical components to finish the products. So it is also through this vertical integration that we provide a value to our customers. What is Samsung doing to further develop what you term the “digital renaissance”? If you look at the history of electronic trends, around early 2000, many analogue devices were converted into digital appliances. Therefore in 2003, Samsung presented its “digital renaissance” at IFA. After that, digitalisation has accelerated very quickly. Now there are many products coming out in the market as the second phase of the digital renaissance. In 2006, Samsung also highlighted creating “rich digi-

tal” at IFA. And now we are focusing on the “seamless experience” as a completion of digital renaissance. This means people use a variety of products and the contents in an easier, more convenient, and more pleasant way. So we are really striving to realise a “seamless experience” in various areas including the UI (user interface), design, connectivity, communication technology and home wireless solutions. So overall, Samsung is the right company to provide a better solution and better value to the clients than any other company in the world. Samsung is strengthening alliances now. With who and what are your goals? We have a lot of alliances right now, especially in the TV area. For example, we just launched the Armani TV in alliance with the famous designer. This is just more than a TV. This TV is an achievement made by the combined power of Samsung’s excellent technology and Armani’s emotional des-

ign concept. We pursued a high quality premium product for our customers. The second alliance is for “TV 2.0” through our partnership with USA Today, Google, and Naver, so we will keep on expanding our alliances with global content companies. The third example is in the mobile phone area. We have also forged an alliance with Adidas so we keep on expanding our alliances. We have arrived at a very special time because of this convergence. What does the future hold for Samsung and what is your vision for the way the company will evolve? That question is very difficult and also very critical to answer. If you look at the global economy, it’s now facing the 3 F’s: finance, food, and fuel. So although the CE industry is expected to maintain a healthy level growth, it wouldn’t be kept intact if the global economy slows down. In addition, CE products must become basic commodities like food and

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MEET THE VISIONARIES energy, otherwise sales could be limited. We will provide value to our customers. They will find the most value through the different variety of products and the seamless experience.

important that we at Samsung put a priority in the CE industry to develop and offer product service solutions for efficient production management and sharing of digital content.

How important is IFA for Samsung?

What are the challenges for the future?

IFA is very important for us. IFA is the largest consumer electronics trade fair in Europe. It is fair to say that IFA has had 80 years of history which encompasses the whole history of European electronics industry. Particularly since the 1990’s, IFA has led the new digital media era and its role and status is getting much more important in the 21st century. It is now time… we need to think about our future seriously, so it was gratifying to be asked give the keynote speech at IFA!

I have two major challenges. One is from the technical point of view and the second is from the business point of view. First point is that many consumers do not keep up with development of digital device networks. Somehow the gap between the technology and the consumers’ understanding should be reduced. So in this regard, “seamless experience” would help narrow this gap. From the business point of view, my challenge is how to maintain profit margin in digital devices. The more we introduce digital devices, the harder it is to maintain the margin. This is also a challenge.

What excites your about the CE industry in general? The most exciting is the “seamless experience”. As more and more digital products are coming on the market and networks are being developed, contents of digital information are increasing at an explosive rate. The market information is expected, based on my studies, to grow by about 1,000 times by the year 2020. This is because we are moving into the Web 2.0 era. Now everyone is creating and sharing knowledge, and recreating information in two-way communication. So it is very

Being green is becoming important. What is your vision on this? This is an important subject in the 21st century for all of

global companies, because green manufacturing processes are required in most countries these days. This is true in Europe, which already asks most companies to reduce hazardous materials and lessen consumption. So, as a model for green management, Samsung is making all possible efforts, including elimination of poisonous waste, reduction of electricity consumption, recycling, etc to live up to green ideas. We are also actively responding to the world’s regulation directives, such as ROHS, WEEE, EUP, etc. Our 1,400 products have been awarded 6 kinds of eco-levels around the world. In March this year, we topped the Greenpeace environmental ranking among 18 global IT companies. So basically, we are fully committed to a green manufacturing process. Also, we think highly of CSR, Corporate Social Responsibility, as we consider it’s one of the most important management tasks. Don’t miss our wrapup of Dr Park’s keynote presentation in tomorrow’s edition.

Dr Jongwoo Park was named President of the Digital Media Business of Samsung Electronics in January 2007. After joining Samsung Semiconductors in 1992, Dr Park led the design of the world’s first 16Mb SOI DRAM, 1Gb DRAM, and 1Gb NAND flash memory. Dr Park holds a Master’s degree from Yonsei University and also holds a Ph.D. in Electrical Engineering from Purdue University.

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MEET THE VISIONARIES

ANDREA RAGNETTI CEO - PHILIPS CONSUMER LIFESTYLE

"Customers buy from one brand, retailers look at dealing with one company..." Andrea Ragnetti is the Chief Executive Officer of Philips Consumer Lifestyle, the business sector formed on January 1, 2008 to address Philips’ broad interest in the consumer lifestyle marketplace. Mr. Ragnetti has also been a member of the Philips Board of Management since April 2006 and a member of the company’s Group Management Committee since January 2003. Mr. Ragnetti was born in Italy in 1960 and holds a degree in political science from Perugia University in Italy.

In his Keynote Speech today, Andrea Ragnetti, CEO of the Philips Consumer Lifestyle sector, will outline how the company is making a difference in the lifestyle domain, one of the key areas of business Philips addresses as a leading global Health and Wellbeing brand. IFA International, in an exclusive pre-keynote interview, asked Mr Ragnetti what was behind the decision to make Philips a “lifestyle” company… Well the first thing was a simple observation. We decided a few years ago to focus on the principle of simplicity, applying it in everything we do. The first observation was that when our consumers look at our products, they don’t look at the divisions, they look at one brand. So they’re not interested in buying products from the CE division, domestic appliances, etc. they just want to buy Philips.

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Our retailers share this attitude. Customers buy from one brand, retailers look at dealing with one company, so there was an objective opportunity for us to simplify the market. Then, of course, we also realised that what we call lifestyle is a broad space that defines consumers and that it’s much bigger than the space we were addressing with our two existing consumer divisions. That’s why we decided to create a new sector which we call ‘consumer lifestyle’ which focuses on lifestyle propositions, ta-king into account what we already had in our portfolio but also looking at new and different areas. And this provides opportunities for us to grow and become an even more relevant brand in the years ahead. So your logic was 1 + 1 = 3… Absolutely. That is a good summary of the reason behind the change.

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Who was really involved in this decision? Were you one of the main drivers of this? No, to be honest I have to say that this initiative was started years ago; I would say that the CEO, Gerard Kleisterlee, realised a long time ago that something was happening and this was an opportunity. But, of course, we had to prepare and when we previously looked into the possibility of opening one sector years ago, we realised that it would have been too much too soon for the company to take on, so we decided to take a different approach. We built links between the two existing divisions such as an overlay section that enabled us to deal in a consistent manner with our main retailers and, as we created more and more links, in some cases virtual or overlays, and when felt that we were ready we launched a new sector. This was the right approach because we star-

ted this on January 1st and, after only 8 months, we are well on our way to creating a unified sector with one mind and one goal. With the current global crisis, are you able to compute an increase in market shares because of this? I cannot disclose numbers but the only thing I can tell you is that what we have seen in the first 6 months of the year is a softening of the market in North America and Western Europe in particular, but I think this is true for everyone in every industry. At the same time, basically we have gained market share everywhere so the question now for the next months or as long as this crisis continues is to know whether we can grow market share in line with the market. IFA 2008 is the first true lifestyle show in the world. It must be ex-

citing for you to be a part of this movement. This was interesting, because when we announced our decision to create a lifestyle sector last September we also started looking at our event calendar. We looked at IFA and we were asking ourselves if it would be in line with our new business agenda. Then we heard the news that IFA would be presenting white goods, something that is very much in-line with our lifestyle choices. This is a good opportunity for us and maybe a sign that we are going in the right direction. Design and look and feel are becoming important this year, we saw this in the fantastic Aurea TV. How much more important is this becoming as a differentiator? We see it everywhere. The challenge of a technology company is to accept that

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Tell me about the role of partnerships in creating what you call a rich, rewarding consumer experience… I will mention in my keynote that many of our partnerships have been successful. In general, I believe that one of the key success factors in the consumer group environment in the next 10-20 years will be the ability to build successful partnerships at every level. The reason is that in every market where we see profitable growth, the consumer is becoming ever more sophisticated, looking for increasingly sophisticated content. On the other hand, establishing that content is also very expensive and takes time so the old-school theory that one brand is enough and that it should be extended across

Companies claim to track consumer trends and try to meet their demands. But perhaps the essence of what Philips is doing is creating new categories that consumers didn’t even know they wanted before… …Or that consumers thought about, but were not able to find it. So yes, that is the trend we follow and we think we are incredibly well positioned, because if you think about it, a technology company is by nature fairly adept at working in alliances. The history of consumer electronics is based on established standards, the supply of components and fighting in the marketplace with similar companies. So naturally, you have to be very good at getting the best out of alliances. On the other hand, a lot of the companies in the software sector are based on the old school thinking that there is only one brand and everyone else is an enemy. Now they are desperately looking for partnerships, but they are having a hard time. But I think if you

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combine these two, then you have an enormous potential to break out of this cycle. As you were speaking about the onset of Senseo, what new kinds of partnerships do you have coming up? There are new products in the pipeline, mostly in the domestic appliances area, and partnerships are not only made with other manufacturers of goods, they can be made with personalities. For instance, we partnered with a leading youth expert in the UK when we wanted to relaunch our juicers on a platform of eating well. We decided we wanted to focus on much more, such as telling consumers they could change their lifestyle into a healthier one. And so we partnered with Juice Master in the UK, and then we toured with it all over the world. This was not just another advertising endorsement, it was a collaboration… and it was an amazing commercial success. We have alliances everywhere and I want to take this idea further. A personal question: obviously with your Italian background, you must have an artistic and emotional side. Do you think this is influencing Philips? I don’t know, I think the company is big enough not to be influenced by me. Philips has a rich history and legacy behind it. My contribution is maybe to broaden the perception of the company. It has changed a lot in the last 6-7 years in terms of upper management diversity and it’s always good to have people coming from other backgrounds, it helps the company. So I’m a part of the team.

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a very broad spectrum of applications is probably outdated. In the future, we will increasingly have to put together everything to provide a solution for consumer needs, creating winning concepts ever quicker and at a lower cost. Senseo is an example of that. We looked at consumer behaviour in coffee drinking in 1999-2000 and it was clear that they wanted to have a less expensive, high quality solution to their drinking needs. The best coffee quality and the best appliances. And since Philips does not make coffee, it would be a mistake for us to create the entire solution. We are good with appliances while Douwe Egberts makes good coffee. Put it together and we created one brand, Senseo. It was an outstanding success. We created an entirely new category. We apply that same principle to our other appliances. We think that is the future of marketing consumer goods.

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design is becoming more and more of a critical factor. In the future, in every domain including consumer electronics, the best technology and the best technology integrators will become an important factor. You have to have the best technology, but it will not be enough. It will not be the main factor. Let me give you an example. When you buy a luxury car, those cars are full of the best technology in the world. Those companies spare no effort in technology. But think about the real reason to purchase the car, which is all about the design and the image that the car projects of its owner. That, for me, is the proof that the best technologies will become less of a differentiating factor. It will be mostly up to design and marketing departments to come up with answers. But I also think design is vastly misunderstood. When we talk about design at Philips, we don’t just consider the appearance of the product, our design team focuses on designer trends and producing the concepts. In other words, they are our eye on the future. Understanding what will happen in 5-10 years helps us to focus on things like materials, finish and innovations.

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Read, watch and listen... To all the information from IFA 2008 at www.ifa-international.org i n te r n a t i o n a l Official Daily News Source for International Visitors at IFA

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ADVERTORIAL

DIFFERENTIATION THROUGH… ART The latest trend by CE manufacturers is towards differentiation through design. But what else can be used as a differentiator today (apart from technical aspects)? IFA International asked Emmanuel Poidevin, Founder and CEO of Bilob (Business Development Services) about a unique new opportunity (developped by Artdisplay) in the shape of Dynamic Digital Art (the artwork evolving slightly with time). The first real public appearance of this phenomenon dates back to 2006, when Panasonic presented, for the occasion of Equip’Hotel Paris, prototypes of dynamic works by ArtDisplay, adding value to screens destined for the deluxe hotel trade. The operation immediately had an impact, as the famous “Bound” bar on Avenue Georges V in Paris bought a series of works that have since animated its Parisian plasma screens, but now also those in their establishment in Beirut (Lebanon). The luxurious Mandarin Oriental Hotel in Munich (4th most beautiful hotel in Europe) has graced each one of its suites with ArtDisplay and numerous other hotels are also doing so. I believe that by a manufactu-

rer integrating ArtDisplay as a “standby” screen, as an alternative to black screen, this could be an exciting differentiator. People with a beautiful flat screen on their wall would be thrilled to have such a choice, and the very wide choice of styles offered by ArtDisplay means it will fit any décor! Last year, Philips became a precursor, presenting for the first time in Digital Photo Frames works of art produced by ArtDisplay. For technical reasons, they were presented at that time as static images, while the works themselves are dynamic. In the beginning of the year 2008, Sony announced that their new E4000 series was above all a unique design concept and presented television as elements of interior décor, just like artworks on the wall. When the TV is turned off, the screen allowed the user to display six preinstalled fixed images, or photos from a USB key. The question is hence not so much to know whether Dynamic Art is a great differentiator for top of the range TVs, but more who will be the first to benefit from it. Read more on : www.ifa-international.org

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EXCITING HD SPORT TV PARTNERSHIP AND DIRECT INTERNET CONNECTIVITY

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PANASONIC PRESS CONFERENCE WOWS JOURNALISTS AND ANALYSTS By Gary Smith

Jacques Raynaud, Vice-President, Eurosport Group Masaaki Fujita, executive officer of Matsushita & Senior Vice President, Panasonic AVC Networks Company

Opening yesterday’s press conference, Yorihisa Shiokawa, Managing Director, Panasonic Europe, laid-out the underlying philosophy of Panasonic (and mother company Matsushita). “This year is our 90th anniversary. That’s 90 years of dedication to making products that people really want. Panasonic produced its first colour TV in 1960 and now the company has a 10.1% share of the European market offering 15,000 products and with 300,000 employees worldwide. Our target is to be number one in our core product categories, which are the Viera flat screen TV's and Lumix cameras. We intend to do that by continuing to innovate and beco-

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ming even more market and consumer focused,” Shiokawa said. Market Drivers Concerning growth in the European flat screen TV market, Masaaki Fujita, Executive Officer of Matsushita & Senior Vice President, Panasonic AVC Networks Company, reported that the 32” to 42” screen sizes are expected to be the main drivers of growth until 2010: “The 32” up to 42” screens will make-up around 62% of the market and overall demand for these products grew by 153% in Europe in Q1 of t2008 which is higher than global growth of

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132% for the same period,” he said. “We intend to respond to the market realities by expanding the range of available models in the 32” to 42” range and by opening two new factories, Amagasaki No.5 for plasma

screens comes on stream in 2009 and the IPS Alpha Himeji Factory for LCD units will be operational in 2010. As we grow our manufacturing operations, we can further exploit the consequent economies of scale to reduce costs.” Panasonic’s plasma screens will also feature the cuttingedge Neo PDP technology which doubles the luminous efficiency of the screen thanks to new material and new circuit and drive units. The screens are much thinner and offer 5120 steps of colour gradation and improved motion quality. “The new technology also offers significant energy saving with up to 55% reduction in consumption thanks to the ambient light sensor which is available on the current Viera range and will also be fitted to units with the Neo PDP technology,” Fabien Roth, Senior Marketing Manager - TV Group - Panasonic Marketing Europe, said. “Neo PDP also allows us to make super thin screens which are 24.7 mm deep and weigh only 29 kilos as opposed to current models which are 59 kilos. This means that they are much more flexible in terms of mounting possibilities. The Neo PDP units will be available in 2009.”

Streaming HD Sport on Your TV! Another breakthrough announced at the conference is the new Viera Cast technology, which enables Internet connectivity on the new models. With Viera Cast, a single user interface allows viewers to access a number of VOD services including YouTube and Bloomberg stock market reports, but the most significant aspect of the technology is that Panasonic has partnered with Eurosport HD to offer 500 videos of the latest sport action including exclusive content, updated daily, available in five languages and all for free via broadband: “We are delighted to be partnering with Panasonic because we share common values and a pioneering spirit,” Jacques Raynaud, Vice-President, Eurosport Group said. “Technology is increasingly allowing us to deliver better quality sport coverage and this new partnership between Eurosport HD and Panasonic is another important step towards delivering the greatest show possible.”

Hall 5.2 / Stand 101

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SILVER SHELL, GREEN HEART AND ROSY FUTURE FOR SHARP'S NEW LCD TVS SHARP CEO ANNOUNCES “THE FUTURE OF TV” AT IFA PRESS CONFERENCE By Jo Stephens Sharp flicked the switch on "next-generation visual culture" at Thursday's press conference to launch its new series of LCD TVs. Living up to its motto, "Making products that others want to imitate", Sharp's sleek AQUOS LC-XS1 series proves that you can never be too thin when it comes to TV design: the new units are only one inch wide at their narrowest point and never more than two inches. Combined with their generous screen size, high contrast ratio, cut-glass digital sound, optimal colour rendition – 50% more colours can be displayed – and low energy consumption, it is easy to see why Sharp claims the AQUOS will set new standards in flat-screen TV. Introducing the international press to "clearer images than you will have ever seen before", Toshiyuki Tajima, CEO of Sharp Electronics Europe, said: "We are introducing a new era of LCD televisions. We were the first company in the world to concentrate exclusively on LCD TV and our unique technologies have brought LCD TV into the heart of the digital lifestyle." In response to the consumer's increasingly green focus, Sharp has also incorporated energy-saving technology into the new AQUOS XS1 series. The sets feature a new system designed to lower power consumption during use by adjusting screen brightness in response to the light levels in the area of installation. Noting that the demand for LCD TVs are booming, Tajima reported that the global market is expected to breach the 100 million-unit mark by year end. LCD TV sets now represent roughly half of today's worldwide television market, he added. Moreover, in Europe alone, some 35 million units have been sold this year. Taking over the podium, Frank Bolten, President of Sharp Electronics Germany/Austria, told the packed auditorium that Germany – one of

the biggest consumer-electronic markets in Europe – represents a huge opportunity for LCD TV. Currently, three out of every five new televisions bought in Germany are LCD TVs, he said, adding that, for each plasma television sold in his country, no less than eight LCD TVs are now being purchased. "And this is just the tip of the iceberg," he observed. "Only two thirds of German households currently have LCD TV, so there is big potential for growth." This situation is replicated across Western Europe. According to consumer research company GfK, almost 80% of households do not yet own an LCD TV. As Mr Tajima pointed out: "At least 100 million European households are waiting to replace their old tube television with an LCD TV." With demand set to boom – and in a world increasingly driven by price – Sharp has opted to focus on the premium end of the market. And the figures, according to Mr Bolton, indicate that consumers appreciate this unambiguous brand positioning. "Indeed, we have been able to increase our average price per unit, even while the market price has decreased," he said. "On the one hand, there are priceoptimised families, where LCD TVs are sold in large quantities solely on the basis of low price," Mr Bolton continued. "Here, however, consumers have to accept sacrifices in certain aspects. On the other hand, there are equipment-optimised product families that focus on the highquality end of the market and provide LCD TVs with state-of-theart technologies, first-class workmanship and customer-oriented pre- and post-sales service. Sharp has positioned itself clearly in the high-quality equipment-optimised segment of the LCD TV market. We offer devices that meet demanding standards and provide clear added value."

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Hall 3.2 / Stand 101

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TOSHIBA ANNOUNCES WIRELESS AND HD ADVANCES AT IFA PRESS CONFERENCE LEITMOTIV OF LEADING INNOVATION IS “A JOURNEY AND NOT A DESTINATION” By Bruce Cooper

Toshiba Europe have unveiled their latest technological developments at a pre-IFA Press Conference. With the most rapid developments today occurring in higher definition displays and the transfer of data and subsequent revolution in storage devices, Toshiba has focused on its presence in these key areas. Improving screen definition quality and taking up the challenge to deal with the burgeoning quantity of data downloaded from the Internet have become Toshiba’s priority. The Toshiba Digital Product Group has made significant technological advances in the field of connectivity, design and ecology. Results are translated into more and more wireless Toshiba HD products with interoperability, reduced size and less power consumption with the added attribute of allowing owners access to what they want at any time, anywhere.

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LOEWE SHOWS 7% INCREASE IN SALES ECONOMIC WOES NOT AFFECTING GERMAN TV GIANT By Gary Smith While economic forecasts may be causing some concern among manufacturers, Frieder Löhrer, Chairman of the board of Loewe, is not particularly worried about global economic jitters affecting his company’s performance: “We are expecting 2008 to show total sales of around € 400 million, a 7% increase on 2007,” he said. “And whatever the economic forecast might be, you won’t see Loewe compromising its brand image. We are a company that produces minimalist, premium products. We are now making significant progress in breaking into the UK, Swiss, Italian and French markets and we don’t do gimmicks. That core philosophy is not going to change.”

A survey of Germans last year showed that 25% of the population ended each month with no spare cash, a further 50% with € 30-100 left over and a remaining 25% who could buy what they want, when they want. That latter demographic are the sort of people who buy Loewe products: “Clearly if you’re selling products to the 75% of Germans who were already struggling to make ends meet one year ago you are going to be worried, but we are based in Europe and we can react quickly to changes in demand, so we won’t be stuck with unwanted inventory and we don’t have to play the pricing game.” At this year’s press presentation, Löhrer announced

several new products including smaller versions of the Loewe Connect TV set in 22” and 26”, an Individual Mediacenter that allows for personalised music experiences throughout the house, the Art television and the Loewe Reference Mediacenter. As is always the case with Loewe, the new products shine by as much by virtue of their low-key, nonintrusive design as by their technological prowess: “When you come to our stand you can experience the reality of Loewe’s design philosophy,” Löhrer said. “There is space and light and room to breath here.”

Hall 6.2 / Stand 201

Higher definition Emphasis has been placed on driving picture quality with striding innovation in semi-conductor technology used in Toshiba’s “Resolution +” process used in many Toshiba devices. Toshiba’s latest DVD Player, the XD E500 coming out in September, will be able to take SD quality images and upgrade them into near HD quality using it's innovative TXDE up-scaling technology. Storage devices Toshiba announced the launch of 3 new tough and stylish external USB Hard Disk Drives that meet the rigorous performance requirements of today’s technology-savvy and styleconscious consumers.

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Hall 21 / Stand 101

Gerhard Schaas, Chairman of the board of the Loewe AG; Frieder C. Löhrer, Chairman Technics of the Loewe AG and Dr. Roland Raithel, Press officer of the Loewe AG (l.t.r.)

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PHILIPS AT HOME WITH LIFESTYLE DEFINING PRODUCT INNOVATION CAPPUCCINO IS EUROPE'S FAVOURITE COFFEE, BUT ONLY ONE OUT OF EVERY FIVE EUROPEANS ACTUALLY KNOWS HOW TO MAKE IT… By Jo Stephens For the Philips press event, the world's press were invited into the "Philips experience house" to sample the Dutch company's new family of insight-driven lifestyle innovations — and most of the audience would have happily moved in for the duration. Commanding the standing-roomonly press conference was Reinier Jens, Executive Vice-president and Cluster Leader of Philips Consumer Lifestyle, Western Europe and North America, who kicked off the proceedings with a demonstration of the new SENSEO Latte Select coffeemaker. "Cappuccino is Europe's favourite coffee," he said. "But only one out of every five Europeans actually knows how to make it." The new addition to Philips' popular SENSEO coffee-machine range aims to redress this balance by offering consumers all the taste and froth of a coffee-shop experience without leaving home. Leading the audience out of the kitchen and into the living room, Jens ran through Philips' three new TV

offerings. First up was the minimalist Essence TV, which offers maximum results with its cutting-edge HD technology, lightweight wallhugging design, single cable, picture-perfect image performance and superb sound quality. The 2008 EISA award-winning 42PFL9803 Flat TV equipped with LED backlighting technology, meanwhile, delivers levels of contrast and motion smoothness never before achieved with an LCD TV. "The EISA judges said in their official citation that the 42PFL9803 solves two of the most critical challenges in current LCD TV technology: black level and motion blur," Jens noted. Also making its international debut was the second generation of the AUREA Flat TV, which features a number of aesthetic and technical improvements over its predecessor. These iconic, design-led masterpieces not only do the business visually, but they also "deliver the most immersive, cinematic home-TV

IFA International • Friday, 29th August 2008

viewing experience that Philips has ever created", Jens said. Citing research that shows that Europeans continue to be big consumers of media, spending an average of 33.6 hours a week watching television, listening to the radio, surfing the net and reading, Jens then introduced Philips' latest all-in-one home-cinema solution. "The CinemaOne experience is as good as you'll find in the cinema, but in the intimate cocoon of your own home," he said. Aimed at people with high expectations but limited space, CinemaOne combines a DVD and CD player, an iPod dock, a five-channel amplifier, four speakers and a subwoofer all in a single box the size of a football. On the audio front, the EISA awardwinning Streamium Wireless Micro Hi-Fi System, the new range of Network Music Players and the latest in the GoGear range of portable AV players were unveiled, all promising to raise the bar on the listening experience. Jens also announced a

selection of new lifestyle offerings, including the ID55 DECT cordless telephone and the latest additions to the Philips and Swarovski Active Crystals range. Smart, stylish and aimed at the discerning woman, the second generation of Active Crystals includes the Breeze Bluetooth headset, and the Moon, Naughty Raymond and Happy Laura USB memory keys. Ending up 40 minutes later in the bedroom of Philips' fantasy house, Jens rounded off the presentation with the Wake-Up Light. The device works by gradually increasing the intensity of light it emits until, in effect, "the sun rises in your bedroom" and wakes you up the way nature intended. "Philips is dedicated to bringing together health, wellbeing and lifestyle in one package," Jens concluded. "And we will continue to develop deeper experiences that fulfil the emotional needs of our consumers." Hall 22 / Stand 101

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PRODUCT TRENDS

SONY HAS ARRIVED SUPER SLIM SONY SETS REVEALED IN HALL OF TREES AND MIRRORS By M. Dezzani Sony launched three world firsts in their Bravia TV range at their 6,000 square metre stand, the largest at IFA, at a press conference Wednesday. The headliner was the debut of the Bravia ZX1, the world’s thinnest LCD TV, revealed rising from a puff of smoke. The Bravia Z4500 Motionflow is the first TV set with a 200Hz frame-rate and the Bravia EX1 is the world’s first Picture Frame TV with integrated High Definition connectivity. A European first is the launch of the TV XEL-1 using OLED (Organic Light Emitting Diode) technology. A string of new digital imaging, Blu-ray Disc and audio products were also launched, including the new S-series Walkman range.

Sony Chairman Howard Stringer announced the ambitious goal that 90% of Sony’s products should have network connectivity by 2010. “It will be a compelling proposition to consumers in coming years.” Stringer also reiterated Sony’s intention to become the leader in the global LCD TV market. “We intend to strengthen our core business by competing for 1st place in the LCD TV market by strengthening our successful Bravia line. We are the first to bring the next generation of TV sets using OLED technology to market.” The screen of the XEL1 OLED set is just 3mm thick at it’s thinnest with a 1,000,000:1 contrast ratio.

The world’s thinnest LCD TV, according to Sony, is the 40” Bravia ZX1, which uses Edge LED Technology, replacing backlit LEDs, permitting a width of just 9.9mm at its slimmest section. The set is designed to hang on walls with a high definition wireless link to a control box which can be discreetly stored. “It is thinner than a Blu-ray disc box”, commented Fuijo Nishida, President of Sony Europe. The BRAVIA EX1 is the world’s first LCD Picture Frame TV with integrated High Definition wireless and has been created specifically for the European market. “It represents a modern trend towards minimalist living”, comments Mr Fuijo Nishida. “The EX-1 repre-

Fuijo Nishida, President of Sony Europe

sents the perfect lifestyle choice.” Following flat screen TV’s the emergence of the Bluray Disc as the winner of battle to become the support for High Definition content also offers opportunities for significant growth. A new high end player, the BDPS500ES is launched in Europe at IFA. Mr Stringer announced, “15 million Bluray Disc players & recorders have been sold world-wide, and demand for content will grow exponentially as the format moves from early adopters to the main stream”.

Sir Howard Stringer, Chairman and CEO Sony Corporation

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Mr Stringer reported that while sales growth in Western Europe are flat due to the economic downturn, other territories including Eastern Europe are still buoyant. “Eastern Europe is still resilient with 25% growth in the first six months of this year and Russia and the CIS states had almost 50% growth in the first quarter ’08, most of it coming from 20-29 year

olds, a third of them female. We aim to double revenue in the BRIC (Brazil, Russia, India & China) countries by the end of 2010”. Mr Stringer also says there has been a boom in new European Union member states with a ‘halo’ effect on neighbouring countries. In other product ranges, the colourful new Walkman S series was launched packed with cutting edge technology. Following the thin trend, it is just 7.5 mm wide and includes ‘Play Me’ software which automatically selects music from your collection to suit your mood. Sony is market leader on the digital imaging front and last May launched the world’s smallest HD handycam recorder, the TG3 which can be seen on their IFA stand. Also presented at IFA is the Cybershot DSC-T500 10.1 megapixel digital camera which will be on sale in Europe this September.

Hall 4.2 / 101

IFA International • Friday, 29th August 2008

The world’s first 200 Hertz LCD TV See it at IFA, Hall 4.2

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ADVERTORIAL

HOME CINEMA

EPSON LAUNCHES THE EH-DM2 ALL-IN-ONE PROJECTOR AT IFA 2008! Epson, the worldwide leader in the video projector market, launches the new portable EH-DM2 at IFA. It is an easy-to-use widescreen projector providing the whole family with a unique cinema experience. The new projector combines a DVD player (with DivX compatibility, and a surround-sound speaker system. Thanks to its quick start-up, you can play your DVD's in an instant. This stylish home-entertainment centre has an attractive, sleek and contemporary black design.

SIMPLE TO USE & FUN Epson's leading know-how offers its customers the latest technologies for better images offering no compromise in picture quality. Stéphanie Lugbull, Product Manager for Home Cinema Video Projectors at Epson Europe, says: “It is very simple to use and fun. The EH-DM2 is a dream come true for family and friends alike, in fact, anyone for looking quality home entertainment.”

CLEAR SHARP IMAGES WITH 3LCD TECHNOLOGY The EH-DM2 also delivers a brightness of 1,200 lumens, and incorporates Epson’s innovative 3LCD technology to create clear, sharp images and allow for projection even in bright environments. 3LCD technology offers the best quality and the most user-friendly projectors on the market today. Stéphanie Lugbull explains: “Encompassing Epson’s 3LCD technology, this multi-feature product is perfect for the whole family. It is a highly portable projector that can be taken wherever the owner wishes with its convenient handle and stylish storage case.” The home-cinema experience is enhanced by virtual surround sound provided by two integrated 8-Watt stereo speakers.

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PORTABLE & VERSATILE The versatile design of the new EH-DM2 portable projector means that it can be connected to a wide variety of digital devices. It can be connected to computers, digital cameras, games consoles and USB keys – offering true multimedia compatibility. Gamers will also love the easy connection between their game console and the EH-DM2, which allows them to enjoy surround-sound gaming on the big screen. 2008 promises to be another strong year for Epson's video projectors, which again promises to "Exceed your vision". In addition to the launch of the EH-DM2, 2008 sees the launch of 19 other new products. One third of the product launches are dedicated to home cinema. In fact, Epson has now been a leader in the video projector market for several years in a row, with a 15.45% market share in Q2, CY08*. Epson's leadership in home cinema projectors is clear, with 27% market share in Q2, CY08*. Epson is a global leader in imaging products, including printers, 3LCD projectors and small- and medium-sized LCDs. With an innovative and creative culture, Epson is dedicated to exceeding the vision and expectations of customers worldwide with products known for their superior quality, functionality, compactness and energy efficiency. * source Futuresource Consulting 2008 EMEA

Hall 21 / Stand 103

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PRODUCT TRENDS

TOMTOM GOES LIVE AT IFA! NEW SERVICES OUTLINED AT IFA 2008 PRESS CONFERENCE By Emmanuel Poidevin In a world premiere, Corinne Vigreux, Managing Director of leading navigation solutions provider TomTom, yesterday presented the company’s new range of products during a press conference at IFA. The connected TomTom GO x40 LIVE products deliver dynamic navigation and route guidance with many great innovations. TOMTOM GO X40 LIVE RANGE The TomTom GO x40 LIVE series features three models: the TomTom GO 940 LIVE, TomTom GO 740 LIVE and TomTom GO 540 LIVE. It comes with an iconic flat

design and new, high-quality user-interface with optimised icons for even easier navigation through the device menu. All products come with a wide range of navigation features, including: - IQ Routes™ 2.0 (based on historical travel time information for every road, specified for every day of the week at five minute intervals). - HD Traffic (when the measured traffic conditions differ from the expected flow rates, the TomTom GO x40 LIVE automatically calculates a better alternative route if one is available) - TomTom Map Share (map improvement technology

MAKING YOUR LIFESTYLE DESIGN BECOME A REALITY

driven by users community). Products also feature voice command and control so that users can plan a route or make a phone call by using their vocal command. TOMTOM LIVE SERVICES Stefan Kühn, Vice President of Sales for Central and Eastern Europe presented the new TomTom Live Services. The whole series is plug & play through the built-in (SIM technology ) connectivity, so users can start receiving TomTom’s new Live Services as soon as they switch on their device. Live Services include: Local Search with Google:

TomTom enables online Local Search with Google. It turns search results into a destination with the press of a button. This gives users access to unlimited locations. - Superior TomTom High Definition Traffic service for the most accurate and current traffic information on the road. - Expanded Safety Alerts and mobile safety camera reporting and sharing. - Fuel Prices in some countries (not in Germany): dynamic fuel price information guides you to the cheapest fuel stations around.

TomTom Live Services and TomTom GO x40 LIVE series will be available in Germany, the UK, France, Netherlands and Switzerland from Autumn 2008. The TomTom GO x40 LIVE series has a recommended retail price from 349 euros. A free three months trial period for TomTom Live Services is included. Afterwards, users can easily register for a monthly, flat fee subscription in order to continue receiving all TomTom Live Services.

Hall 9 / 311

TWO NEW TRAVEL GUIDES LAUNCHED AT IFA

MORE THAN JUST THE TV…

MERIAN SCOUT NAVIGATOR ANNOUNCES INNOVATIONS AT PRESS CONFERENCE

By Richard Barnes

By Emmanuel Poidevin better ways of utilising the space in their living rooms, and are finally coming around to the realisation that mounting the TV on the wall is, in fact, a good idea. NEW AT IFA!

The trend is clear. While a few years ago, in the early days of plasma and LCD TV, many people still placed the TV on the same unit their old TV was on, today, things are changing. It is clear that at IFA 2008, “lifestyle” and “design” are key factors in the choice of a TV, as screen technologies improve across the board. With this trend, people are looking for

Worldwide leader in the field, Sanus is introducing many exciting new products at IFA, underlining why they are a leading AV mount manufacturer… such as vertical foundations and clever new mounting technologies. But perhaps the most exciting thing is the addition of motorised products, not available on the European market before. Hall 25 / 114

IFA International • Friday, 29th August 2008

The German electronic publishing house iPUBLISH GmbH has introduced two new models from the

mobile t r a v e l guide MERIAN Scout Navigator at IFA. Besides the original personal travel assistant (PTA) which innovatively presented travel information in a GPS multimedia travel guide, awarded in several occasions (Rred Dot design winner 2008,

zukunftaward 2008, +Xetc ...), customers will from mid September have access to both Compact and Individual versions which differ from the Premium Premium in Hardware, scope of features and pre-installed travel guide content. All three travel companions contain Navteq maps for 41 European countries. In addition to travel guides for Austria and Switzerland, there is also a pre-installed language guide for travel topics in eight different languages, as well as an optional text-to-speech function, with which travel guide entries are automatically read out loud automated. Hall 9 / 308

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ADVERTORIAL Extracts from “SHARP ENVIRONMENT AND SOCIAL REPORT 2008” & Cleverdis SPECIALreport 2008

A MESSAGE TO PEOPLE AND THE EARTH

FROM SHARP TWO NEW VISIONS LOOKING AHEAD TO THE 100TH ANNIVERSARY OF SHARP’S FOUNDING

WORKING TOWARDS “CARBON NEUTRAL LIFE”

According to reports from the IPCC (Intergovernmental Panel on Climate Change) and the discussions at the G8 Heiligendamm Summit, a broad international consensus is emerging that dealing with global warming is a critical issue facing the world.

Since the 19th century, the impact on the environment has grown as a result of increased economic and social activity. As an electronics manufacturer, Sharp has recognised and is now focusing on three main problems: global warming, pollution from toxic chemicals and depletion of resources.

Sakai Factory

SHARP – ALMOST 50 YEARS’ SOLAR RESEARCH Sharp began R&D on solar cells in 1959. Today, they are the only company that has continuously developed and produced solar cells without any interruption to the present day. At present, Sharpmanufactured solar cells account for approximately one-fourth of the world total. Against this backdrop, the first commitment period of the Kyoto Protocol finally began this year. This pressing situation demands a drastic transformation in social structure – from a massconsumption society that since the Industrial Revolution has depended on fossil resources, to a sustainable low-carbon society focused on the use of renewable energies. In 2012, the final year of the first commitment period, Sharp will celebrate the 100th anniversary of its founding. As the company prepares to mark this milestone at this critical turning point, Sharp has explored anew the role that it should play in the coming era and created two new corporate visions for the future. One is “Realize a truly ubiquitous society*1 with the world’s No. 1 LCDs.” And, the other is “Contribute to the world through environment- and health-conscious business, focusing on energy-saving and energy-creating products.” *1 A “ubiquitous society” is a concept of how, through the rapid development of IT infrastructure, networks will always be accessible to users; thus, the whole society will be connected.

DIVERSE NEW APPLICATIONS Thin-film silicon solar cells can now be used as architectural materials! The new “see through” type will allow for innovative new applications like this to expand to windows and wall surfaces of homes and buildings.

MAKE ENERGY… AND USE LESS ENERGY! Sharp is, of course, continuing its efforts to improve power consumption in TVs. Today, the amount of power consumed by the latest 52-inch LCD TV is less than the electricity consumed by a 32inch CRT TV eight years ago. Compared to similar-sized 32-inch models, the latest 32-inch LCD TV consumes less than half the power per year than a CRT TV introduced in 2000. To obtain the full report in PDF format: www.sharp-world.com/corporate/eco/csr_report/index.html

Kameyama Factory

Hall 3.2 / Stand 101

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THE GREEN PAGE

WHITE GOODS GET GREENER By Emmanuel Poidevin The first “energy” label on household appliances appeared in 1995. In the space of just over a decade, the electrical consumption of fridges has seen a dramatic fall of 60%, washing machines now use 45% less water, and running a dishwasher costs three times less than doing the dishes by hand. But consumer has remained far from aware. Today the change in interest is largely due to the predominant and omnipresent use of the word “environment”, which provides a new opportunity for the big brands to push their products. The rapidly increasing number of these products in households is a sign to the appliance industry that sustainable development must be one of their top priorities. The big brands in the industry, who congregate at the European Committee of Manufacturers of Domestic Appliances, have implemented a sustainable development code of conduct that has been set out to further trickle down in company guidelines for years to come. Their commitment is further developed through a policy of innovation and research. It is also backed by 15 years of substantial investment with a constant concern of balancing economic results, performance and consumer expectations. This environmental approach within the industry is present

in each phase of product life: - design (elimination of CFC, limiting of hazardous substances, ISO 14001 certification, innovation, environmentally friendly conception, etc.), - use (improvement in technical performances, savings in energy and water consumption, lower levels of noise, etc.), - and the end of life service (waste collection, sorting, recycling, re-use, reduction in packaging, choice of transport favouring the environment, repair capabilities, etc.). There are two innovating guidelines that will enhance the transformation of the market via the transformation of consumer household conduct. ENERGY From a technical point of view, many products have now reached optimal levels in terms of energy consumption. New technological leaps are now regarded as a synonym for unacceptable additional costs for the consumer. If the high-end economic product is on offer today, it will subsequently incite the renewal of products within consumer households. Currently, approximately 30% of home appliances in Europe are more than 10 years old. Although we are regularly changing our mobile phones and computers, this frequency of renewal doesn’t apply to household devices. That’s why a solution has emerged to improve the energy needs

IFA International • Friday, 29th August 2008

of the white products thus inciting consumers to replace their outdated equipment, before their old products breakdown, with the new, more efficient, and environmentally friendly products. The policy is to encourage users to opt for highly economic products (classed A, A+ or A++), which allow them to instantly make savings in the consumption of electricity and water. RECYCLING Recycling - Modifying conduct to render the process beneficial. The European Union’s wish to improve the environment and avoid wasting raw materials has resulted in a European directive on Waste Electrical and Electronic Equipment adopted in January 2003. This directive requires companies to be responsible for financing the collection and treatment of purchased electrical and electronic equipment at the end of their service life. This also governs the design process leading to white goods that are easier to disassemble and recycle. In order for the directive to make a difference, every link in the chain needs to play an active role. With the implementation of new processes of product enhancement and recycling from the European Committee of Manufacturers of Domestic Appliances, each link in the chain must adapt its processes to render them beneficial.

MANUFACTURERS The nNew legislation incites manufacturers to create more efficient products, making savings in energy while meeting customer requirements in terms of features, services and aesthetics. Manufacturers are now responsible to render products more recyclable. Certain distributors are responsible for the recovery of old products upon the purchase of a new product, a service which should become systematically free. This has an impact on distributors’ logistic capabilities when receiving products at the end of their service life. Local communities were up to until now legally responsible for the recovery of waste household appliances. Currently, they will offer a sepa-

rate recovery of electrical products at the end of their service life. This will also have an impact on their conduct concerning municipal waste sites. CHANGING HABITS Consumers have been used to dispensing with their products once the product has reached the end of its service life either at the waste centre, their local distributor, or as in the case of many smaller products, in their household rubbish. They are now becoming aware that they must make their products more available for recycling. When buying a new product, they must also pay an environmental contribution fee used for recycling of the old product.

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HOME APPLIANCES @ IFA

STAR MATERIAL BOSCH DEBUTS AT IFA WITH NEW RANGES & CELEBRITY APPEAL German white goods manufacturer Bosch debut at IFA’s new Home Appliances section with a swathe of new product launches including a whole new range of kitchen appliances. Celebrity TV chefs Carsten Dohrs, Mario Kotaska and Ralf Zacherl are showcasing Bosch’s new kitchens with cooking demonstrations several times a day in the Bosch area. By Jo Stephens to sometimes put a glass of water in the oven like we used to have to,” explained Dohrs whilst cooking up a succulent dish of rare beef and ratatouille. Further functional innovations in the kitchen include 3D Hot Air Plus and HydroBaking technologies in new Steam Oven and Microwave models. Volker Klodwig, CEO of the Robert Bosch Hausgeräte GmbH

At Bosch’s pre-opening press conference, Carsten Dohrs who hosts his own cooking programmes on German channels Sat 1 and TV Gusto, talked about the new Bosch intelligent kitchens including the AutoPilot Ovens. “The Bosch Autopilot Oven with up to 68 pre-sets, not only controls the type of heating but also the temperature and time. It also controls the oven humidity so there is no need

Other key product launches at IFA include the spacious A+ Side-by-Side fridges and the new generation of Bosch’s Tassimo hot beverage system. “When we state ‘Technology For Life’, this means that while good design is essential, technical excellence is even more important. Our appliances are simple to use with intelligent electronics working for the consumer,” says Bosch Marketing Direc-

tor Helmut Sailer. Ease of use convenience is a factor throughout the Bosch range. The new Maxx 7, Logixx 8 and EcoLogixx7 washing machines include extensive pre-sets targeting specific stains such as red wine, while they also address ecological concerns. The revolutionary new detergent overdosing indicator lessens potential pollutants entering into the environment. Both the new washing machines and the new ActiveWater dishwasher range incorporate new water and energy saving technologies.

over the past two years with a big boost over the last twelve months. Whilst there is a large gap between those who wish to acquire more eco-friendly appliances and those who can afford to

replace old but working equipment, rising energy prices will motivate consumers so that we will see that gap close considerably over the next two years.” Hall 3.1 / Stand 203

Carsten Dohrs with Miss IFA

“It is important that our products are oriented to human beings including their ecological concerns,” says Bosch’s Helmut Sailer. “There has been a big increase in demand for more environmentally friendly appliances

COFFEE BEANS BEWARE! COFFEE FANATICS FIND NEW JOY VIA JURA RANGE By Bruce Cooper “60 seconds from being a coffee bean to coffee in your cup”. This was how Emanuel Probst, General Manager of Jura, the Swiss manufacturer of high quality automatic coffee speciality machines, introduced the latest range of luxuriously finished Jura products. Jura’s new “hand crafted” signature line is underlined by their exquisite showpieces combining elements of design, lifestyle, energy and environment. Equally fitting is their market strategy, which is consciously aimed at premium consumers with a flagship store in Harrods, London, with tennis great Roger Federer as their spokesman. The new machines are exclusive in every detail and introduce four new coffee roasts from Switzerland. This is the culmination of a 30

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focused market researched combining design, and also bolstered by an 8 million euro investment engaged in 2007. Jura’s rise in the market has been on a steady course for several years and forecasts are for a further 13% growth in 2008. Their strategy has proved they were in the right place at the right time if we take the example of their development with the German domestic market for small household machines, which has seen a 28% increase since 1998. Jura is expecting a record 30,000 visitors at the IFA although this is the first time they have been represented. Jura’s rise in the market has been on a steady course for several years and forecasts are for a further 13% growth in 2008. Hall 2.1 / Stand 202

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Leading brand names in the consumer electronics and domestic electrical appliance industries will be exhibiting together in a wide-ranging display on the Berlin Exhibition Grounds at the IFA 2008 (29 August to 3 September). With a range of services that have been specially designed for international trade visitors the IFA 2008 provides the ideal setting for their visit.

IFA 2008 TRADE VISITORS’ TOUR

Guided tours for international trade visitors Each day from 11 a.m. onwards guided tours on a variety of themes will be available to enable trade visitors and experts to obtain background information about the current trends at the IFA. They will all start from the Trade Visitors’ Recepton. Tours dealing with the following topics have already been planned: • “Home Cinema” (TV and audio) • “Professional Media” (receivers, Media Centre) • “My Media“(photo, imaging, video, MP3, navigation) • “Think Big – large items of equipment” (domestic electrical appliances) • “Luxury Products – small products” (domestic electrical appliances) • “Green Power” (energy-saving appliances) Details about the guided tours for international trade visitors can be accessed on the IFA website at www.ifa-berlin.com.

HOME CINEMA

PROFESSIONAL MEDIA

MY MEDIA

Date: 29/30/31/01/02.09.2008 Time Exhibitor 11:00 – 11:15 Grundig 11:20 – 11:35 Philips 11:40 – 11:55 Metz 13:30 – 13:45 Grundig 13:50 – 14:05 Philips 14.10 – 14:20 Metz

Hall 23 22 21 23 22 21

Date: 29/30/31/01/02.09.2008 Time Exhibitor 11:00 – 11:15 Toshiba 11:20 – 11:35 JVC 11:40 – 11:55 Panasonic 13:30 – 13:45 Toshiba 13:50 – 14:05 JVC 14.10 – 14:20 Panasonic

Hall 21 5.2 5.2 21 5.2 5.2

Date: 29/30/31/01/02.09.2008 Time Exhibitor 11:00 – 11:15 Sony 11:20 – 11:35 Navigon 11:40 – 11:55 Fujitsu-Siemens 13:30 – 13:45 Sony 13:50 – 14:05 Navigon 14.10 – 14:20 Fujitsu-Siemens

Hall 4.2 9 13 4.2 9 13

Date: 03.09.2008 Time Exhibitor 10:00 – 10:15 Grundig 10:20 – 10:35 Philips 10:40 – 10:55 Metz

Hall 23 22 21

Date: 03.09.2008 Time Exhibitor 10:00 – 10:15 Toshiba 10:20 – 10:35 JVC 10:40 – 10:55 Panasonic

Hall 21 5.2 5.2

Date: 03.09.2008 Time Exhibitor 10:00 – 10:15 Sony 10:20 – 10:35 Navigon 10:40 – 10:55 Fujitsu-Siemens

Hall 4.2 9 13

THINK BIG Date: 29/30/31/01/02.09.2008 Time Exhibitor 11:00 – 11:15 Siemens 11:20 – 11:35 Gorenje 11:40 – 11:55 Liebherr 13:30 – 13:45 Siemens 13:50 – 14:05 Gorenje 14.10 – 14:20 Liebherr Date: 03.09.2008 Time Exhibitor 10:00 – 10:15 Siemens 10:20 – 10:35 Gorenje 10:40 – 10:55 Liebherr

GREEN POWER

LUXURY PRODUCTS Hall 1.1 1.1 2.1 1.1 1.1 2.1

Date: 29/30/31/01/02.09.2008 Time Exhibitor 11:00 – 11:15 De Longhi 11:20 – 11:35 Nespresso 11:40 – 11:55 Saeco 13:30 – 13:45 De Longhi 13:50 – 14:05 Nespresso 14.10 – 14:20 Saeco

Hall 3.1 1.1 4.1 3.1 1.1 4.1

Date: 29/30/31/01/02.09.2008 Time Exhibitor 11:00 – 11:15 Electrolux 11:20 – 11:35 Bosch 11:40 – 11:55 Gorenje 13:30 – 13:45 Electrolux 13:50 – 14:05 Bosch 14.10 – 14:20 Gorenje

Hall 4.1 3.1 1.1 4.1 3.1 1.1

Hall 1.1 1.1 2.1

Date: 03.09.2008 Time Exhibitor 10:00 – 10:15 De Longhi 10:20 – 10:35 Nespresso 10:40 – 10:55 Saeco

Hall 3.1 1.1 4.1

Date: 03.09.2008 Time Exhibitor 10:00 – 10:15 Electrolux 10:20 – 10:35 Bosch 10:40 – 10:55 Gorenje

Hall 4.1 3.1 1.1

DESIGN & LIFESTYLE Date: 29/30/31/01/02.09.2008 Time Exhibitor 11:00 – 11:15 Loewe 11:20 – 11:35 Sony 11:40 – 11:55 Siemens 13:30 – 13:45 Loewe 13:50 – 14:05 Sony 14.10 – 14:20 Siemens

Hall 6.2 4.2 1.1 6.2 4.2 1.1

Date: 03.09.2008 Time Exhibitor 10:00 – 10:15 Loewe 10:20 – 10:35 Sony 10:40 – 10:55 Siemens

Hall 6.2 4.2 1.1

No registration is required. If you have any further queries, please feel free to contact: Sinan Arslan Project Manager IFA Tel: +49 (30) 3038-2138, [email protected]

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TRADE NEWS

NEW PARTNERSHIP HIGHLIGHTS IFA’S ATTENTION TO TRADE VISITORS

BIELEFELD-BASED BUYING GROUP EK/SERVICEGROUP PRESENTS ITS KNOW-HOW IN THE HOME APPLIANCES SECTOR With EK/servicegroup, IFA’s organisers, gfu and Messe Berlin, have secured yet another strategic partnership, highlighting and confirming IFA’s attention to international retailers. Franz-Josef Hasebrink, Chairman of the Board of EK/servicegroup hailed the partnership, saying: “We needed a new leading trade fair for white goods – it is only logical that this sector should be incorporated into IFA 2008. Furthermore, the wide media attention which IFA attracts will enhance awareness of white goods with retailers and consumers alike.” “We are particularly delighted that the buying group EK/servicegroup with its focus on home appliances is now partnering with IFA. This involvement is confirmation that incorporating Home Appliances @ IFA into the fair was a step in the right direction“, said Dr. Rainer Hecker, Chairman of the Supervisory Board of gfu. Dr. Christian Göke, Chief Operating Officer of Messe

Berlin added: “Combining consumer electronics and electrical home appliances provides retailers and trade visitors with an unprecedented range of services and products. Once again, IFA 2008 has premium services to offer expert audiences. Be it the fast lane and red carpet at the entrance, exclusive access two hours before the fair opens, the informative International Keynote series or lunch for trade visitors, the focus is on trading at the world’s leading trade fair for consumer electronics and electrical home appliances.“ With around 2,200 trading partners in Germany and abroad and a turnover of 1.4 billion euros, EK/servicegroup is one of Europe’s leading buying groups. Affiliated companies include retailers, medium-sized department stores, specialist retailers, home furniture stores and fashion retailers. Besides Germany, the EK/servicegroup is currently represented in a total of 15 countries. The cooperative will be at IFA 2008 for the first time, displaying its pro-

IFA International • Friday, 29th August 2008

ducts and services in Hall 3.1 Stand 101. The EK/servicegroup business model focuses on the following five strategic business segments: living, comfort, leisure activities, family and fashion. Services managed by the group feature optimised processes, such as central buying, IT, logistics and central processing, offering a profit-oriented future for the affiliated companies.

which is becoming an increasingly important facet of the market. The buying syndicate founded in Bielefeld in 1925 has now become a buyers’ cooperative shaping the

market, a systems provider and network of expertise, whose principal and declared strategy is to make its trading partners even more competitive, and to secure optimum added value.

For example, Haushalt & Technik, one of EK’s established specialist groups, has been operating in the Comfort business segment (home appliances, electrical appliances and installation, lighting, kitchens) since 1995, with a focus on home appliances. The latest system solutions from the EK think tank in the Comfort segment are called “electroplus” and were developed in collaboration with trend researchers, trading partners and the expert advisory committee of Haushalt & Technik as a brand store or shop-in-shop system. The new system store also features products and services for modernising kitchens,

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TRADE NEWS

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PRESS OUT IN FORCE FOR "HOTTEST PRODUCTS AND COOLEST BRANDS"

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ring product launches and demonstrations from 12 sponsor companies, the event is much more than a press junket, Leon stressed: “It offers real news about the products that are set to reshape the digital landscape for work, home and play. And for a media pack hungry for breaking news and compelling stories, it is nothing short of godsend.”

face-to-face with a reporter – who's actually holding your product in their hands – to push coverage. It's an incredibly effective use of time."

Helping the media to spread the good word was Dave Graveline, the host of the US radio show that covers the latest in consumer electronics and technology. Broadcasting for over 13 years on the Advanced Radio Network, the threehour programme airs every weekend on over 100 stations across the US and Canada. It is also beamed to the Armed Forces Radio Network and to over 140 countries.

The US-originated “road show” event sneak previewed a range of next big things, from digital cameras to professional-quality earphones; from navigation devices to LCD TVs. Featu-

Speaking moments before going on air, Mr Graveline was "thrilled" about Showstoppers' IFA presence: "And guess who introduced it to IFA? Me! I've worked with ShowStoppers for several

Leon brothers with Miss IFA

The inaugural ShowStoppers @ IFA press event took place on Wednesday night, attracting some 260 print and broadcast journalists from the world's major trade publications and magazine shows, along with a posse of industry analysts and VIP guests. ShowStoppers promises "hot products and cool companies" – and its foun-

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der Steven Leon was confident that the event's Berlin debut had delivered exactly that. Describing the standard European press event as "death by power point", he said: "With ShowStoppers, the media gets to touch, see, feel and play with new products, which is very different from seeing them at a distance, up on a screen. And there's nothing like being one-on-one and

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Dave Graveline

years at other events across the US and thought it would be a great fit with IFA. So I made the introductions – and here we are. We thought it would be appropriate to broadcast our show from the first of what we are sure will be many ShowStoppers events in Berlin." Down on exhibition floor, the event's sponsors, which included Compositor, DeLonghi, Kenwood, iRobot, LG, Olympus, Sennheiser and Sonoro, were equally upbeat. Maurice Quarre, product manager for earphone manufacturer Sennheiser said: "This must be one of the easiest and most enjoyable ways to make contact with the press. Ever since the doors opened, we’ve been inundated with interest." Leon added: "Every one of our sponsors took a leap of faith coming here to IFA. It's a new style of event for Europeans and none of us knew whether it was going to work. But looking around the room tonight, I'd say the answer to that question is 'yes'. No doubt about it."

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GOING OUT

Where to go

Berlin

in We know what it’s like! You’re arriving in a town you either don’t know well or don’t know at all... one of the most legendary and amazing cities in Europe... you don’t have a lot of time and you want to optimise what little time you have going out… Get it right the first time! Indeed Berlin has a lot of fantastic spots to go out, but like every big city, there are som e dives. We of cou rse recommend the official Berlin Tourist Office, but we also hope that the following pages as well as our interactive blog www.trendset.biz will be a real boon as well. Enjoy, and give us YOUR impressions!!! See you in Berlin!

The rooms of the hotel are beautiful, clean, spacious and above all reasonably priced. The junior and business suites are located on the 10th through 16th floors high above the city, providing a breathtaking view of Berlin. Most of our suites include kitchens which can be equipped to meet the requirements of our long term guests (for a fee). The location of the hotel is convenient as all the top attractions can be reached from the nearby train station. End the evening pleasantly at the hotel with a drink in the relaxing bar.

RESTAURANTS IN BERLIN

Intercontinental Berlin Restaurant Hugo The InterContinental Berlin has struck an impressive pose on the city skyline for nearly half a

century. A better location is hard to imagine— the government quarter, historic centre, shopping districts and the world-famous Potsdamer Platz and Kurfürstendamm Boulevard are just minutes away. You’ll walk to Memorial Church and the Reichstag. Get in to the hotel lift and press the button for the 14th

Kurfürstenstraße 114-116 10787 Berlin Tel.: 030- 21 20 -0

INTERNATIONAL HOTELS IN BERLIN

Friendly and personal atmosphere – Hotel Sylter Hof The 3 Star hotel Sylter Hof combines high quality with a cosy atmosphere. Handily located next to Berlin‘s excellent public transportation system, it is the perfect starting point for your business appointments or touristic trips.

IFA International • Friday, 29th August 2008

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GOING OUT floor. One can expect an excellent restaurant but the 42-seats Restaurant Hugo clearly exceeds everyone’s expectations. With a view of Berlin that includes the Brandenburg Gate and the illuminated Victory Column, dining at the restaurant Hugo means having a 360° view over the city and enjoying an excellent meal from Michelin-starred chef Thomas Kammeier. One can taste his excellent dishes such as crayfish with a cucumber-wasabi vinaigrette, crispfried sea bass with carrots in an orange-coffee broth, and monkfish with ratatouille cream and artichokes Budapesterstr. 2 10787 Berlin Tel.: 030/ 2602 – 0

Noctivagus Dunkelbühne & Dunkelrestaurant – Culinary treat in complete darkness . Looking to experience something different? One of Berlin’s most famous restaurants offers an extraordinary dining experience. The idea behind the Noctivagus is to allow all the senses to come alive except for the eyes. It starts with a welcome in a well lit lobby bar where you will then choose your menu. A blind waiter will lead you downstairs to your table and help you into your seat. Using only your hands, nose, and tongue, experience the dinner in complete darkness. To truly appeal to all senses, the Noctivagus entertains its guests with a cultural programme that changes every day. It is fascinating how different food can taste in absolute darkness. And if you have any difficulties eating in darkness, the specially trained waiters are always around to help you. It is

IFA International • Friday, 29th August 2008

really something special to experience the world of blindness but above all to experience all your other senses. Saarbrücker Str. 36-38 10405 Berlin Tel: 030 - 74 74 91 23

BARS IN BERLIN

Excellence in every detail - ČSA Bar Situated in the hippest hangout district of Berlin, Fiedrichshain, ČSA is an excellent cocktail bar. The ČSA bar is a little bit off the track, but still very easy to reach by Berlin’s transport system. To get a true feel of any city, it is important to go off the beaten path and the tourist hotspots. Prenzlauer Berg, Friedrichshein and Mitte will surprise you with the wide variety of bars and restaurants. And what’s more, you do not have to spend a fortune to have a great night out. The bar is tastefully decorated in a retro-soviet style which is to be expected because the building was once home to the Czechoslovakia’s National Airline, hence the name ČSA bar. Much of the décor dates from the 1950s with table-tops made from wooden doors. At the bar there are over 100 cocktails and if you are one of those people that cannot make a decision given the huge choice, just ask the staff, or even better, tell them what kind of flavours you prefer and be ready to be surprised with an excellent cocktail because the staff are every bit as sophisticated as the decor. 96 Karl-Marx Allee 10243 Berlin Tel.: 030/ 29044741

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GOING OUT

Clubbing in heaven 40 seconds Experience a great party night in Berlin‘s world of rooftop dining and dancing. Right next to Potsdamer Platz, you can find Berlin‘s most famous elevator. In less than a minute the lift leads you to an amazing party location.The name 40 Seconds is taken from the forty seconds for the elevator to go all the way up to club level on the eighth floor. The club is contained within 360° of windows providing a beautiful view over Berlin. This view gets even better at night, when the lights of the club mix with the twinkling lights of the city. Most fashionable Berliners

come here to start their night with a fancy drink and to enjoy the view over Berlin from the dance floors and the 3 rooftop terraces. The interior decor is modern lounge style with white leather sofas everywhere. Going to the club at the weekend is a must for an opportunity to observe Berliners as they party all night long. Potsdamerstr. 58 10785 Berlin Tel.: 030 - 89064241

CULTURAL ENTERTAINMENT

An incomparable show Bluemax Theatre The Blumax theatre is home of one of Berlin’s best entertainment shows. This show is a real adrenaline rush. Get to know the 3 Blue Men and their energetic live performance. Come see the world-renowned Blue Man Group at the Bluemax Theatre. This “blue” trio performs a show without words, but the performance itself is electric. One word of advice: don’t be too late unless you want to be centre of unwanted attention. It is a totally unique form of entertainment using percussion with custom musical instruments, satire on life, explosions of paint and sand, and flashy special effects. Be prepared for an entertaining night! Marlene-Dietrich Platz 4 10785 Berlin Tickethotline: 01805 – 4444

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Photo by Iko Freese for Stage Entertainment

NIGHTCLUBS IN BERLIN

MUSEUMS AND EXHIBITIONS

Drawings of the collection of the Brücke Museum For all art fans there is one exhibition in Berlin that you should not miss: a great collection exclusively devoted to the “Brücke” artists. Go and

Fritz Bleyl and Karl- Schmidt Rottluff in 1905. These artists were primarily inspired by landscapes, folk art and nudes in natural settings. The common thread in almost all the pictures is that the forms and shapes are widely reduced to their essentials. No wonder then, that the “Brücke” movement became a predecessor to Expressionism. The 400 paintings and sculptures of the museum will move and inspire you. The Ernst Ludwig Kirchner exhibition is open until the 31th of August. Bussardsteig 9 14195 Berlin-Dahlem Tel: 030-831-2029

admire artworks of Emil Nolde, Max Pechstein, Ernst Ludwig Kirchner and a lot more at the Brücle Museum. A group of artists called “Brücke” was founded by Ernst Ludwig Kirchner, Erich Heckel,

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Slim Beauty.

The AQUOS LC-XL2E in the elegant slim line design with the Full HD 1080p technology provides the full HDTV experience, the innovative 100 Hz technology ensures pin sharp pictures without long streaking or motion blurs. The 24p full-screen playback in original cinema format enables natural motion sequences. www.sharp.eu

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14.08.2008 11:26:31 Uhr