Feature Articles

IFA 2009 Sneak Peek - IFA International Press Conference (Updated with Video)

IFA 2009 Sneak Peek - IFA International Press Conference (Updated with Video)

IFA 2009 Promises Ecology and Lifestyle Focused Products

IFA 2009 Promises Ecology and Lifestyle Focused Products

Despite the economic crisis affecting major technology companies worldwide to consolidate and refocus their brand positioning and product offering, the organizers of the IFA (Internationale Funkausstellung) show shared a bullish expectation with hall space for the show being close to 99% rented out relative to this time last year.

This was revealed to some 300 journalists from 45 countries during the 4th International Press Conference in the Mediterranean island of Malta held from 16-19 April 2009.

Here are some of the video highlights from the press conference:-

The annual IFA consumer electronics show will be held from 4-9 September at the Berlin Exhibition Grounds in Berlin, Germany and will retain 2008's floor plan, with six major halls dedicated to digital home appliance and a 2,500m² area called TecWatch, where universities, developers and institutions can showcase what they feel might be new trends in technology for the future.

Having been around for 85 years, the IFA show had the privilege of having Albert Einstein deliver its first keynote in 1924 and went annual from a bi-annual format in 2005. The IFA features some of the biggest and renowned brands in home vision, audio, automobiles, communications and computers.

While it is often compared with the Consumer Electronics Show (CES) show in US, the IFA show is well-positioned as a global event with ready-to-market products and its communal format for trade visitors and consumers to interact with brand exhibitors, wholesalers and retailers. The focus for the IFA show has always been about products for the consumer and that has been the main but simple concept that worked throughout the years.

IFA is held at the start of the fourth quarter, traditionally known as the hottest period for the consumer buying season, as well as its strong Eastern and Western European influence based in Germany, a country best known for 4 of the 12 internationally recognized trade shows in the world (CeBIT, ispo, boot Dusseldorf and IAA, being some of the rest).

Of course, if you've been following the IFA, the 2008 show saw the introduction of six hall spaces dedicated to home appliances, featuring brands like De'Longhi, Electrolux, Miele, Bosch and many others. The success of the format will see the return of those six halls yet again this year, but with a focus on comfort, lifestyle, health and wellness.

Some companies are expected to reveal not just outstanding design and smart technology in items like high speed ovens, cooktops, cooker hoods, washing machines, refrigerators, coffee making machines and personal care products, but also highly efficient use of water and energy, such as heat pump technology, handle-less doors and humidity regulators - thanks in part to the new Energy Plus A++ standard, which will see an energy consumption reduction of -40%, compared to just -20% (A+) previously.