IFA_D2_1-2LNXP72.
qxd:Mise en page 1 29/08/08 17:26
IFA's Global Leading Position
Underlined by Chancellor
THE “MOST POWERFUL WOMAN IN THE WORLD”
INAUGURATES IFA AT OPENING GALA
German Chancellor, Angela Merkel
Page 1
i n te r n a t i o n a l
Official Daily News Source for International Visitors at IFA
According to Forbes Maga-
zine, she’s the most power-
ful woman in the world…
and as Germany plays an
increasing role in the
“concert of nations”, not
to mention in the Consu-
mer Electronics world, it
was a fitting start to this,
the world’s biggest CE
trade show, that the Ger-
man Federal Chancellor
Angela Merkel “open the
ball”!
At the magnificent gala
event which opened IFA
2008 at the Palais am
Funkturm in Berlin, the
Governing Mayor of Berlin
Klaus Wowereit, the Chair-
man of the Supervisory
Taking a Star Role at IFA
Sharp’s New AQUOS D65 Series
The new AQUOS series on
show at IFA, with TV’s ran-
ging from 32” right up to
52” (bypassing 37” and
46” models) is a real eye
opener thanks to a new
convenient design coupled
with eco-friendliness.
Indeed, Sharp’s technical
prowess developed over
time enables efficient
manufacturing of 46”and
52”LCD TVs at their new
Kameyama plant, produ-
cing eighth-generation
substrates.
WEEKEND EDITION
Saturday 30th
August 2008
Hall 20
Stand 101
Hall 3.2
Stand 101
Hall 5.2
Stand 101
Board of gfu Dr. Rainer
Hecker and Federal Chan- CONTENTS
cellor Dr. Angela Merkel
addressed the high-ran- O5 > NEWS
king guests from leading 11 > CONFERENCE HIGHLIGHTS
international CE compa- 15 > MARKET & TECHNOLOGIES TRENDS
nies, decision-makers from 16 > MEET THE VISIONARIES
politics and business, and
23 > PRODUCT TRENDS
members of the national
and international media. 29 > THE GREEN PAGE
31 > HOME APPLIANCES @ IFA
The Chancellor, by her pre- 35 > TRADE NEWS
sence and by the quality of
37 > WHERE TO GO IN BERLIN
her opening speech,
underlined the political will
to support IFA as the num-
ber one platform for busi- EXCLUSIVE
ness exchange in the CE
world.
INTERVIEWS
See page 4 for extracts from Dr. Kurt-Ludwig
Chancellor Merkel’s speech. Gutberlet
Chairman and
Chief Executive Officer
BSF Bosch and Siemens
Hausgeräte GmbH
“It’s not just efficiency in using the
product, but the entire life cycle. The
key is to further reduce consumption
with each new generation...”
See page 16
Simon Kang
President and CEO
Digital Display Company
LG Electronics Inc.
“Customer insight serves as the basic
foundation for us to develop any
product if we really want it to be
successful in the market.”
See page 19
www.ifa-international.org
Projet1 27/08/08 10:42 Page 2
Projet1 27/08/08 10:42 Page 3
IFA_D2_1-2.qxd:Mise en page 1 29/08/08 18:19 Page4

NEWS

.../ Cont’d. from Page 1

l. to r.: Dr. Rainer Hecker, Chairman of the Supervisory Board, gfu, Miss IFA,
Angela Merkel, German Chancellor, Raimund Hosch, President and CEO Messe Berlin GmbH

CHANCELLOR UNDERLINES GOVERNMENT'S

WILL TO TAKE A GLOBAL LEADING POSITION
nload Vide
“…if you manage to communicate the benefits of ow

o
the new technology, the success will come even sooner“...

l. o r g
at w

na
w

w
.if o
a -i n t e r n a ti

The power of IFA to mobilise (Extracts from Dr Merkel’s cing an ever growing inte- ever growing role informa- global leading position in
the industry has taken a fur- Video): gration of all kinds of elec- tion and communication this sector.
ther step with the resolute tronic devices. A few years technologies play in our In the age of information
underpinning of the Federal The IFA is among the most ago, this would still have daily private and business and communication techno-
Government of Germany popular trade fairs for been unthinka- lives. logy, the Federal Republic of
not just for the event but for consumer electronics and is ble. Germany and the European
the industry as a whole. Not equally known among citi- “We want This presents a Union claim a leading role in
only did the Federal Chan- zens and business experts. Therefore, I am to play a great opportu- a highly competitive market
cellor make a thunderous For the first time this year, convinced that nity for Ger- with everybody constantly
presentation as an opening not only consumer electro- the IFA 2008 prominent role many: it gives trying to be one step ahead.
salvo to this year’s IFA, she nics, but also home highlights a in the world“ rise to all new
has even recorded a video appliances will be on display whole new kinds of oppor- One example for benefiting
podcast on the govern- at the IFA. This does not aspect the Ger- tunities where from the potential of the
ment’s website. come as a surprise: more man Federal Government we want to play a prominent European Union is the Gali-
than ever, the World Wide specifically is promoting in role in the world. Due to its leo project, and Germany as
Following are some of the Web impacts our lives, and its High-Tech Strategy: the sound infrastructure, the a member state holds great
highlights of Dr Merkel’s with the technological creation of new products Federal Republic of Germany responsibilities and abilities
comments: advances we are experien- and appliances from the has great potential to take a in this respect. This is why

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 : info@cleverdis.com • www.cleverdis.com
During IFA : Press Center – Hall 6.3
• Tel: +49 (0)30 3038 81136 • Fax: +49 (0)30 3038 81146 • E-mail : info@ifa-international.org • 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, Emmanuel Poidevin, Gary Smith, Jo Stephens • Photos: Didier Baverel • Videos: Sacha Le Corroler
• Art Director: Hélène Beunat • Design & Page Setting: Serge Aznar, Valentina Russo
To contact them : first name.last name@ifa-international.org
• Cover : © Photo 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 legis-
lation 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 rela-
ting 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.

Photo Credits and Copyright: All Rights Reserved.

4 www.ifa-international.org IFA International • Saturday, 30th & Sunday, 31st August 2008
IFA_D2_1-2.qxd:Mise en page 1 29/08/08 18:27 Page5

NEWS
we have been put in charge Mr. Hecker that energy effi- European Union in the
of central aspects of the ciency plays an equally forthcoming years are
Galileo project by the Euro- important role as regards already underway. There is
pean Union. the so-called «white goods» already a broad range of
and the «brown goods». energy-related advisory ser-
On 8th September 2008, Substantial efforts have vices available to consumers
one of the two main satellite already been undertaken in that cover every aspect of
control centres for Galileo the field of household the household. Using these
will be opened in Oberpfaf- appliances. Problems like can save you money and
fenhofen near Munich. standby energy consumption help protecting our environ-
Some might ask: «What is in consumer electronics, ment. Another aspect that
the purpose however, still requires our attention is the
of Galileo?» “We should require our digitalisation of an ever
Galileo dis- attention. We growing number of areas.
poses of keep in mind will also pro- Knowing that digital
greater pre- that we can make ceed accor- programmes require fewer
cision than dingly in frequencies enables us to
the Ameri- an impact even terms of legal make broader use of these
can GPS sys- with small require- frequencies. HDTV is ano-
tem and will ments. We ther topic which is widely
allow for a contributions to should keep discussed among experts. It
better hand- lower energy in mind that is generally agreed that
ling of local we can make something has to be done
data and a consumption“ an impact about this. We have to
more exact even with break the vicious circle
determination of positions. small contributions to lower where it is argued that if we
This will give way to a whole energy consumption – by had more programmes we
new range of applications. turning the standby func- had more HDTV devices and
Additionally, we wanted to tion off and by using vice versa. My advice to
have a system in Germany energy-efficient devices and content providers and broad-
that is more accurate than energy-saving light bulbs. By casters as well as device
the American system and just switching off the manufactures is to simply
that makes us independent standby function of our move ahead – a step that will
of it. So we can see the dif- electric and electronic be welcomed by customers.
ferent information and com- devices, we can unload two And if you manage to com-
munication technology large-scale power plants, municate the benefits of the
sectors growing more and export power or do some- new technology, the success
more together. Germany thing else. As we say in Ger- will come even sooner. I fully
has great potential to play a many: ‘A penny saved is a assent to the view that com-
leading role in this process. penny earned’. So you can prehensible instruction
At the IFA you will have the see that every little contribu- manuals are absolutely nee-
chance to get a general idea tion counts and that our ded. Maybe it has to do with
of the technological trends common effort can result in age. I would think we need
at the beginning of the 21st great energy saving. In something for the young – a
century that are about to March this year we adopted shorter manual with the
completely change the way the ‘Energy-Using Products most important instructions
we live. Act’ (EBPG) which puts – and something for the old
the’Directive 2005/32/EC on – manuals that are specifi-
(Extracts from Dr Merkel’s the eco-design of Energy- cally written for that target
Speech at IFA): using Products’ (EuP) into group…
national law. In doing so, we
Another important concern have established the corres- Translated from original
of the industry is energy effi- ponding framework in this German text / video.by
ciency. I have been told by respect. New efforts of the Kai Wagner Podcast d Video
ad oa
lo

nl
Do w n

Do w

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
international TVV
Official Daily Video Source for International Visitors at IFA

IFA International • Saturday, 30th & Sunday, 31st August 2008 www.ifa-international.org 5
 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 Haier Europe Trading Srl – Branch Italy

Im Westpark 15 – 35435 Wettenberg Via De Cristoforis 12 – 21100 Varese
Tel: 0641 97442300 - Fax: 0641 97442333 Tel: 0332 24511 - Fax: 0332 245148
Kundenservice: 0180 5393999 Call Center Info: 199 100912
Info-de@haiereurope.com het_italy@haiereurope.com

Haier Fiera Berlino.indd 1 30-07-2008 12:39:16

NEWS
DRIVING FORCES
RAINER HECKER
CHAIRMAN OF THE SUPERVISORY
BOARD
By Richard Barnes
- GFU
What are the driving
forces in the CE industry
at the moment?
The driving forces in 2008
are first of all HDTV and
home cinema solutions. The
multimedia networking,
everywhere in the house
and also outside, then navi-
gation systems in the car
and telephones, mobile
phones including TV.
NO SIGN OF A SLOW-DOWN
IN THE GROWTH OF CONSUMER
ELECTRONICS By Richard Barnes
Hans-Joachim Kamp
Vice President, ZVEI
This year consumer electro-
nics manufacturers expect
worldwide sales to increase
by 9.3 per cent to a total of
678 billion US dollars. This
was reported by
Hans-Joachim Kamp, Chair-
man of the Consumer Elec-
IFA International • Saturday, 30th & Sunday, 31st August 2008
How do you see the
industry progressing in
the next year?
We will have a general
growth in CE as we had in
the past, but perhaps with a
little bit of a slowdown.
However if you look in diffe-
rent segments, there is two-
digit growth especially in
the area of LCD TV, in navi-
gation systems, and in home
cinema. These are the real dri-
ving forces of the CE market.
Another big movement
that started about two
years ago is the eco-res-
ponsibility movement.
We’re seeing this from all
the different manufactu-
rers. How important is
this becoming?
This is more and more
important. On the one hand
we will improve our perfor-
mance and technical fea-
tures and, on the other
tronics Trade Association in
the main industry associa-
tion Zentralverband Elektro-
technik und Elektroindustrie
e.V. and Vice-President of
the ZVEI, at the opening
press conference of IFA
2008. A further increase to
just under 720 billion is
expected in 2009. The
expansion has been particu-
larly evident in the Asia-
Oceania region. In Europe
Kamp expects a slight drop
in sales, by 2.4 per cent, to
64.3 billion euros.
The fall in the value of ster-
ling against the euro, and
the failure by any of the UK
national football teams to
qualify for the European
Champion-ships have also
led to a decline in demand
in the UK. In contrast, Swit-
zerland, Austria, the Nether-
nload Vide How do you feel about me a little bit about that
ow
the logic of bringing conference?
o
home appliances to IFA
l. o r g
at w
2008? Media policy has a long tradi-
na
w
w
.if o
a -i n t e r n a ti
tion at IFA. We started it
From the practical point of several years ago. It is a dis-
view, we recognise that cussion with politicians,
both industries are digital,
both industries are consu-
industries analysts and elec-
tronics associations on how
mer orientated, both indus- to increase our understan-
tries make attractive, “sexy” ding of future orientated
hand, we will save energy appliances for homes and media, how we can standar-
and improve energy effi- from that point of view, we dise new applications so that
ciency. We are doing a lot of can imagine that not only we can generate new busi-
investment, not only in the trade visitors are interes- ness fields and new markets
improving the efficiency of ted, but also the consumers faster, and from that point of
“stand-by” mode, but also who are interested to have a view is a next step. Now we
in the “on” mode. For look at a larger product cooperate with Media Forum
example, for the flat panel portfolio at IFA. Berlin Brandenburg that was
TVs there is a real target set in the past a separate event
for the coming years to One of the things you and we now jointly work
reduce energy consumption announced was that together on the media
by 50%. there would be an IFA forum. I think it’s more
international media po- attractive because together
This is also applying very licy congress. Can you tell we can bundle our forces.
much to home appliances,
the new category at IFA
this year…
Yes, for home appliances it
is perhaps a much bigger
subject and more of a prio-
rity than in consumer elec-
tronics, because the starting
point is a little bit higher, but
they also made progress in
the past by reducing energy
in the washing machine, in
cooking, and so on, and
they will continue to reduce
energy consumption.
lands and Germany all
reported double-digit
growth. In Germany the
increase in sales is expected
to be in the region of 3.8
per cent, to 14.5 billion
euros. This is influenced in
particular by the trend
towards more large flat
screen sets in HD ready or
full HD quality, frequently in
combination with innovative
audio solutions to provide
an outstanding home
cinema experience.
There are still over 170 mil-
lion valve sets in Europe
which will need replacing. In
this area the industry
expects to sell 38 million TV
sets, 21 million set-top
boxes, 33 million digital
cameras, 35 million MP3 /
MP4 layers and 31 million
pairs of headphones.
www.ifa-international.org 7
IFA_D2_1-2.qxd:Mise en page 1 29/08/08 20:53 Page9
NEWS
NEW DVB-H SERVICE LAUNCHED IN NETHERLANDS
By Richard Barnes
Ten television channels are
now available across the
Netherlands through a new
mobile television solu-
tion. Dutch mobile users
can now watch a choice of
10 television channels offe-
ring the highest quality
broadcast thanks to the
“MobielTV” service laun-
ched nationwide by tele-
communications group KPN.
Nokia and Nokia Siemens
Networks have joined forces
to enable this service with
their leading-edge mobile
TV technology, services and
expertise.
The MobielTV service ini-
tially offers 10 television
NEWS BRIEFS
THE MOST EXPENSIVE SOUND
SYSTEM IN THE WORLD (TADW)
At this year’s IFA, the HiFi,
surround sound and music
magazine audio is again
presenting the ”most expen-
sive sound system in the
world". This high-end
ensemble is a major attrac-
tion for the public. HiFi
IFA FAMILY PLAYGROUND
The current special show
topic “Use of the media in
the family“ provides infor-
mation and inspires the
entire family. Different
media such as TV, radio, the
print media and the Internet
can be discovered and expe-
rienced together. What are
the most suitable media and
IFA International • Saturday, 30th & Sunday, 31st August 2008
channels with high-quality
images. The service is made
available through a broad-
cast network based on the
Digital Video Broadcast for
Handheld (DVB-H), the
European standard for
mobile television, and can
be watched on DVB-H-
enabled mobile devices.
Nokia and Nokia Siemens
Networks provided KPN
with a turnkey head-end
solution based on open
standards to launch the
broadcasts – including the
Mobile Broadcast Solution
and a broad range of ser-
vices like consulting, plat-
form integration, project
enthusiasts and home
cinema fans can experience
what the most expensive
and complex audio-video
system which the market
has to offer with their own
eyes and ears.
Hall 1.2
formats for daily use, in par-
ticular by our children?
Where are the potential
risks? It presents informa-
tion, suggestions and surpri-
sing facts in a display area
covering approximately 400
square metres.
Hall 6.2 / Stand 107
management, support ser-
vices and turnkey imple-
mentation.
”We are glad to be among
the first to launch mobile
television broadcasts in
Europe,“ said Bart van Ler-
schot, KPN Broadcast Ser-
vices Director. “This timely
launch has been possible
thanks to our choice of part-
ners – Nokia and Nokia Sie-
mens Networks – who are
market leaders in providing
open standard DVB-H ser-
vice platforms.”
With the MobielTV service,
featuring high-quality
images and sound, the vie-
wers have a choice of 10
XOUNTS
The Swiss company Xounts,
which attracted much atten-
tion at the IFA 2007 with its
pyramid-shaped designer
loudspeakers, is building a
pyramid of several hundred
Xounts speakers in Hall 9.
COLORFOTO THEME ISLAND
This theme island will focus
mainly on giving advice to
visitors on a wide range of
topics to do with photogra-
phy. At various workshops
such as “An easy guide to
SATELLITE NAVIGATION THEME ISLAND – FROM
CONNECT, AUTOHIFI AND AUTOCONNECT
The magazines Connect,
Autohifi and Autoconnect
will be presenting all kinds
of sat-nav systems for
mobile telephones on their
channels: Nederland 1,
Nederland 3, RTL4, RTL24,
SBS6, Jetix / Veronica, MTV
Music, Discovery Channel,
Xite and Nick Toons. More
channels are expected to be
included in the offering in
the future.
In March, the European
Commission added DVB-H
to the EU List of Standards,
which serves as a basis for
encouraging harmonized
provision of telecommunica-
tions services across Europe.
The move helps establish a
single market for mobile TV
in the EU enabling all citi-
zens to watch TV on the
move.
With its monumental
appearance, this pyramid
will be making an attempt
on the record as the highest
directional loudspeaker for
the Guinness Book of
Records. There will also be a
taking snap shots“ or “Using
your camera flash correctly“
interested visitors can find
out more about these
topics. Boards with purchase
advice are aimed at helping
stand. Visitors will be able to
find out about the various
types of mobile phone and
software from information
boards, which will provide
www.ifa-international.org
DVB-SH AT IFA
– “UNLIMITED
MOBILE TV”
Meanwhile, the “evolu-
tion” of DVB-H, which
combines satellite and
land-based transmitters,
called DVB-SH, is on dis-
play at IFA 2008 in the
Science and Technology
Forum. The technical
eco-system, headed up
by Alcatel Lucent Mobile
Broadcast, has already
been launched in the
United States in partner-
ship with ICO, and ser-
vices are set to be
launched in Europe that
will enable mobile TV to
be received over a greatly
extended territory.
Hall 5.3 / Stand 22
styling competition on the
stand where every visitor
can create his own design of
a Xounts loudspeaker.
Hall 9 / Stand 301
visitors to the IFA to make
the right buying decisions.
All this information can also
be found in the current issue
of Colorfoto.
Hall 15.1 / Stand 115
details of prices, functions,
compatibility of these exhi-
bits, and lots more.
Hall 8.1 / Stand 111
9
 Blu-ray Disc® is changing DVD the way DVD changed VHS. With features like the richest possible HD picture,
stunning 7.1 surround sound, and so many hit high-def movies, clearly, The Future is Blu.

Available or coming soon to Blu-ray Disc. “Superman Returns” TM & © DC Comics. © & TM Warner Bros. Entertainment Inc. © Disney. © 2007 FOX. © Lionsgate.

3619_blu_IFA INTERNATIONAL_PHILLIPS Version

Trim: 250mm x 353mm
Bleed: 260mm x 363mm
08.19.08
FLASHBACK TO KEYNOTES
PARK URGES INDUSTRY TO FOCUS ON A
“SEAMLESS CONSUMER EXPERIENCE”
By Gary Smith
At the ICC yesterday, Jong-
Woo Park, President & CEO
Digital Media Business,
Samsung Electronics Co.,
Ltd., charmed the packed
auditorium with a combina-
tion of hard-hitting facts
and spontaneous humour.
"This keynote, alongside
carrying the Olympic flame,
is the highlight of my year,"
he said. "And while we are
on the Olympic theme, I
have to tell you that I parti-
PHILIPS KEYNOTE
RAGNETTI PROMISES MORE SENSE,
SIMPLICITY AND CONSUMER SENSIBILITY
By Joanna Stephens
Expect Philips to continue to
make "bold, brave choices",
Andrea Ragnetti told the
audience at Friday after-
noon's international key-
note, which focused on the
Dutch electronics giant's
mission to "make a diffe-
rence in consumer lifestyle".
The Executive Vice-President
of Royal Philips Electronics
and Chief Executive Officer
of Philips Consumer Lifestyle
IFA International • Saturday, 30th & Sunday, 31st August 2008
Jong-Woo Park, President & CEO Digital Media
Business, Samsung Electronics Co., Ltd.
cularly loved the swimming
competition. Those high-
tech suits are welded to the
swimmer's body to create a
seamless surface and, when
you see how many world
records were broken, it's
not hard to understand the
relevance of a seamless
experience."
At his speech last year, Park
talked about "the era of
digital renaissance" and its
implications for consumers –
outlined his company's
roadmap for growing its
healthcare, lighting and
consumer-lifestyle busi-
nesses. This drive – part of
the Vision 2010 plan – aims
to further strengthen Philips'
position as "a market-dri-
ven, people-centric com-
pany, with a strategy and a
structure that reflects the
needs of its customer base,
while increasing shareholder
value".
a theme that he took up
once again at IFA 2008. "We
are increasingly seeing rich
content and networks," he
said. "But we at Samsung
are not satisfied with the
way things are, because the
user experience is far from
being seamless. People
should be able to use
devices much more easily
and conveniently. To really
be able to say that we're
living in a digital renais-
sance, the user experience
Describing Philips Consumer
Lifestyle as a "powerhouse
of insight and understan-
ding" into the health and
wellbeing market – a mar-
ket, incidentally, that now
delivers Philips some € 30bn
in worldwide sales –
Ragnetti said: "We are only
just beginning to tap the
massive potential of the life-
style, health and wellbeing
space."
has to be genuinely seam-
less and people should be
able to enjoy the full bene-
fits of the digital world any
time, anywhere."
The number of multi-func-
tion devices is growing on a
daily basis, but that multi-
functionality also means
that those same devices are
often too complicated. "Just
take a look at the back of
your TV," Park said. "It's a
mess back there. And the
growing global presence of
communication networks
means that digital content is
exploding. Just imagine
what it would be like if all
the devices in the world that
can create content could
also share that content. But
that also means that, given
the sheer volume and ubi-
quity of the content out
there, that it's now very
important that it be mana-
ged properly. As Bill Gates
said: 'The TV will be married
to the Internet.' And the
Internet is now a way of life
for a lot of people. Conse-
quently, the opportunity to
use it to create new features
and services is enormous."
As the digital world's user
base spreads way beyond
early adopters and geeks,
the need to enable anyone
and everyone to enjoy its full
Putting the consumer first is
embedded in Philips' DNA,
Ragnetti added, citing a
number of lifestyle products
– from the sleek, chic SEN-
SEO Latte Select coffee-
maker, developed in
partnership with the Dutch
coffee brand Douwe
Egberts, to the newly laun-
ched Philips Wake-up Light
– that embody this
approach.
www.ifa-international.org
ow
nload Vide
o
l. o r g
at w
na
w
w
.if o
a -i n t e r n a ti
benefits is paramount.
"Even though some seniors
are very much involved in
the digital world, we have to
be very careful not to
exclude emerging markets
with less robust economies
and older people who are
not yet comfortable with
digital technology," Park
said. "So, even though it is
important to provide real
solutions, these need to be
at the right price-point, so
that we don't create even
more of a digital divide."
Samsung continues to inno-
vate with its Content Library
service, which features pre-
loaded content on genera-
list topics such as cooking,
education and sports. "The
content comes from colla-
borating with content provi-
ders and it's perfectly clear
that it's a win-win situation
for everyone involved," Park
said. "We already have fruit-
ful relationships with a num-
ber of companies, including
Yahoo and USA Today, and
we are very open to exten-
ding that to others."
Samsung is also premiering
its Ultra Definition TV set
with an 82-inch screen.
According to the company,
the model is the first 3D-
ready set to come to the
market.
ow
nload Vide
D
l. o r g
at w
na
w
w
.if o
a -i n t e r n a ti
But the Philips chief ack-
nowledged that times are
hard. "The market is tough
thanks to the increasingly
challenging global eco-
nomy," he said. "However,
our portfolio choices are
focused on creating a long-
term leadership position. In
North America, for example,
we have chosen to concen-
trate on just a few product
categories, thereby challen-
ging the notion that strong
…/ Cont’d. Page 13
11
mitsubishi 21/08/08 14:21 Page 1
IFA_D2_1-2.qxd:Mise en page 1 30/08/08 23:09 Page13

FLASHBACK TO KEYNOTES

brands have to be present in rentiation is essential." He

every market with every-
thing in their portfolio. In
today's market, biggest isn't
always best."
He also assured the assem-
bled press that Philips is not
about to forsake its traditio-
nal heartland. "I want to be
very clear," he said. "Our
new lifestyle strategy is not
based on retreating from
the television business. Phi-
lips is determined to conti-
nue to be a major player in
TV. We will go on 'daring to
be different' across all our
product ranges."
Ragnetti then urged the
industry to start "pushing
the boundaries" of TV des-
ign. "I don't know about
you," he said, "but when I
go into a TV showroom, I
see rows and rows of identi-
cal sets. Could you tell the
difference if the brand
Andrea Ragnetti badges were removed? But
CEO – Philips Consumer Lifestyle for many consumers, a TV is
a capital purchase, so diffe-
mentioned Philips' next-
generation Aurea FlatTV,
which launches next month,
as an example of a design
that cuts through the clut-
ter. "When we talk about
Aurea, we tend to get rather
poetic," he added. "But it's
difficult not to be inspired
by the Aurea viewing expe-
rience."
Moving forward, Ragnetti
said Philips would be for-
ging more partnerships
along the lines of the
Douwe Egberts alliance
mentioned above. "It's said
that too many chefs are a
bad thing," he mused. "But,
for us, working with part-
ners in the kitchen business
has contributed tremen-
dously to our success. There
are many unopened doors
for us in the consumer-life-
style market – and we
believe that some of those
doors will be opened for us
by new partners."

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 first-hand.
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

Dr. Kurt-Ludwig Gutberlet, Saturday, 30th August 2008

Chairman and CEO, BSH Bosch und Siemens Hausgeräte GmbH 11.00 a.m.: HDTV, TV on mobiles, DVB-T, Television 2020
Date: 30th August 2008 Time: 09.45 - 10.30 Where are we now, where do we want to be?
Location: Hall 7.1a, International Keynote Area 2.00 p.m.: TWF-ACTIVE – ‘Living’ machines, mobile games, surfing the globe
An afternoon of active involvement.

HOUSEHOLDS CAN SAVE ENERGY WITHOUT SACRIFICING CONVENIENCE

Sunday, 31st August 2008
Keynote Summary:
Highly efficient household appliances sold under the BSH brands Bosch and Siemens help 11.00 a.m.: Discussions with the press and tour of the fair
11.30 a.m.: Multimedia – new vistas, new orientation
consumers all over the world contribute to climate protection actively. The potential savings 2.00 p.m.: WebX.0 – Community and interaction
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, Monday 1st September 2008
as well as reducing CO2 emissions. In addition to much lower consumption figures, 11.00 a.m.: Digital radio applications
innovative household appliances offer more product benefits and thus meet an important 2.00 p.m.: Digital data – collecting, storing, scaling
expectation of consumers who can save without sacrificing convenience.

Statement of Motivation: Tuesday 2nd September 2008

As the world’s leading trade exhibition for consumer electronics and consumer lifestyles, IFA
11.00 a.m.: DRM and DRM+, Digital Radio Mondiale
is a first-class industry trade show and an extremely important event for BSH. We welcome A family of systems of up to 108 MHz for digital broadcasting
the concept of presenting consumer electronics and household appliances together for the 2.00 p.m.: Man + Machines – control, interaction, cooperation
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 Wednesday, 3rd September 2008
advanced products sold under our brands Bosch and Siemens. At the same time, it gives us
11.00 a.m.: TWF2008 – a profile, a review
an opportunity to show a widespread audience how our energy-efficient household
appliances contribute to climate protection and help conserve natural resources.

IFA International • Saturday, 30th & Sunday, 31st August 2008 www.ifa-international.org 13
IFA_D1_1/2.qxd:Mise en page 1 30/08/08 22:02 Page14

14 www.ifa-international.org IFA International • Saturday, 30th & Sunday, 31st August 2008
IFA_D2_1.qxd:Mise en page 1 30/08/08 22:34 Page15
MARKETS & TECHNOLOGY TRENDS
THE DUST HAS SETTLED
HOW BLU IS THE FUTURE?
Opening the Blu-ray press
conference, Frank Simonis,
chairman of the BDA (Blu-ray
Disc Association) European
Promotions Committee, said
that the end of the debilita-
ting format war has marked
a period of consolidation
and rapid growth for the
format: “Is Blu-ray still inte-
resting to the press? I hope
so because now that the
dust has settled we are able
to focus on the products
and we have a lot of news
about that,” he said. “And
the BDA itself has grown
considerably with over 190
members covering the
whole spectrum of compa-
nies involved in the process
of manufacturing and distri-
buting Blu-ray, from hard-
ware and software
manfacturers to studios and,
most importantly, we all
speak with one voice.”
Members now include
Apple, Sun, Pioneer, Panaso-
nic, Disney, Dell, HP, Hitachi,
Sharp and LG.
DISC MEDIA HAS
BRIGHT FUTURE
Simonis also rebutted stories
in the trade press about
IFA International • Saturday, 30th & Sunday, 31st August 2008
skipping the disc format
entirely in favour of inter-
net-based distribution:
“We’re hearing a lot at the
moment about whether
discs are really relevant any
more and my response to
that is that network-based
distribution solutions are not
relevant because those net-
works cannot handle HD
and they cannot deliver
content direct to the TV
which is where most people
want to watch it.”
BD PLAYER SALES
SET TO BOOM
Recent sales figures for both
hardware and software
seem to indicate that the
format is rapidly approa-
ching the tipping point,
moving out of the early
adopter demographic and
being embraced by mains-
tream buyers. In the first
two quarters of 2008, glo-
bal sales of players reached
1.5 million units, more than
the whole of 2007 in half
the time and also in the
period of the year when
consumers tend not to buy
electronic goods, the
autumn and winter being
By Gary Smith
Frank Simonis, chairman of the BDA European Promotions Committee
the peak period for such
purchases. “On the basis of
previous years we expect
that the end of year figure
will significantly exceed our
prediction that we would sell
2 million players in 2008,”
Simonis said. “We are also
delighted to say that around
15 million movies have been
sold in the US and 5 million
in Europe. We expect to see
sales of around 12 million
discs in Europe this year.”
www.ifa-international.org
There are currently 400 titles
available in Germany, with a
further 100 to be released
before the end of the year,
further encouraging a mar-
ket that is largely driven by
new releases, unlike DVD
which grew significantly
through sales of back cata-
logue.
The successful introduction
of BD Live, the interactive
application that uses Inter-
net connectivity to enable
consumers to download
trailers looks set to explode
with the imminent introduc-
tion of extra features such
as Put Yourself In The Movie
on Starship Troopers 3 –
Marauder, has proved that
there is genuine demand for
these interactive features.
Simon McDowell, SVP at
Sony Pictures Home Enter-
tainment offered some
insight in to the impact of
Blu-ray on consumers: “Peo-
ple in video stores spend up
to 50% longer in the aisle
when there is a Blu-ray
demo running.
It’s a whole new way to
engage with consumers as
are the numerous additions
to the BD Live feature which
we are currently busy deve-
loping,” he said.
15
IFA_D2_1/2LN.qxd:Mise en page 1 30/08/08 22:36 Page16

MEET THE VISIONARIES

Dr KURT-LUDWIG
GUTBERLET
CHAIRMAN AND CEO
BSH (BOSCH UND SIEMENS HAUSGERÄTE GMBH)

A TASTE OF THINGS
TO COME By Richard Barnes

As Home Appliances are integrated into IFA for the first time
this year, this exciting and growing market segment is also
Keynote represented on a high level in the international keynotes. Dr.
Saturday, 30th Kurt-Ludwig Gutberlet, leading German White Goods
Hall 7.1a Manufacturer BSH’s Chairman and CEO, will be holding satur-
International day’s keynote. IFA International Editor-in-Chief Richard
Keynote Area 9h45 Barnes met with Dr Gutberlet for an exclusive “pre-keynote”
interview….

First we would like to talk
about the 2 main axes at
the heart of the philoso-
phy of BSH. One is develo-
ping added value through
performance, convenience
and user friendliness. The
second is environmental
consciousness. Can you tell
me how the company’s
actions and developments
are working towards
these goals?
Well obviously Bosch and Sie-
mens being our main brands
for the BSH group, both
brands stand for innovation.
If you look at patent statistics
in Germany, Bosch and Sie-
mens are ranked number 1
and number 2 in numbers of
patent applications. BSH as a
subsidiary of both companies
has the 10th position overall
in patent applications in Ger-
many. So innovation has
been the core of the two
brands and we have stuck to
that strategy and it’s fair to
say our company stands for
innovation in home
appliances. For the environ-
mental, excellence has been
an element in our industry for
a couple of years now. It has
been driven since the first oil
crisis, with people understan-
ding that home appliances
use a lot of energy, and that
this should be reduced. And
it has become a real competi-
tive issue. It’s not so much
about ethics or ambitions of
managers; it has become a
really essential part of white
goods. If you are not efficient
in water or energy consump-
tion, you are not going to
succeed in the market unless
you have the strategy to be
price leader.
How heavy is this require-
ment?
In new projects that we dis-
cuss, it can be easily 50% of
the discussion. We look at it
today in a more global way.
It’s not just efficiency in using
the product, but the entire
life cycle. The key is to fur-
ther reduce consumption
with each new generation.
At the IFA show, we will be
showcasing new dishwa-
shers and one key element of
these products will be an
unrivaled low level of water
and energy consumption.
We have innovated a new
drying system, which we will
present for the first time at
IFA, which uses very, very lit-
tle energy. So this gives you
an idea on how competition
is in white goods, which is
very different from CE
goods… it all revolves
around energy and environ-
mental friendliness.
How important is it for
companies and the indus-
try to take these environ-
mental challenges
seriously? Do you think we
need to act urgently?
I would say that there are 2
aspects. First is the competi-
tive aspect, which focuses on
energy savings because for
the consumer it means costs
savings, so it’s a very rational
thing. The environmental
sustainability factor is beco-
ming more and more impor-
tant, but not because the
customers are requesting
it… It’s because the people
inside the company ask for it.
If you talk to young execu-
tives, the point that they
mention the most is that
they think our company
should take care of the envi-
ronment. Young executives
place a lot more emphasis on
this aspect and if you are
good at that, you will attract
better people in the future.
Consumers like the idea of
climate protection, but are
not necessarily willing to
spend extra money for it.
The company is conti-
nuing to do extremely
well and I saw in May you
again had record sales.
How is the company wea-
thering the current econo-
mic climate however? Is it
changing your roadmap?
This is not affecting our stra-
tegy or roadmap. What it
does is affect our operations
this year in some specific
countries. The economic cli-
mate is more difficult in
some zones than others. Of
course, it’s difficult in North
America, but also in Great
Britain and Spain. These are
the 3 main countries where
we feel a slowdown in eco-
nomic activity, and especially
building activity, which
directly effects white goods.
In many other countries,
though – Germany, France,
Eastern Europe and Asia –
the economy is healthy, even
booming.
Of course, BSH is a market
leader in Germany and
Western Europe. Other
parts of the world are dif-
ferent. Which areas of the
world are you pushing
apart from Europe?
The biggest investment our
company now has is clearly
in China. It is a booming
market and we have enjoyed
a good position in China for
over 10 years. We have
invested heavily in new capa-
city. Our facilities in China
produce goods for the Chi-
nese market, not for impor-
ting back to Europe. The
market is booming and we
are serving it very well. In the
US, there is also a dramatic
change in the market
towards energy efficient pro-
ducts.
The perception had been
that Americans didn’t care
about energy efficiency, but
our observation is that they
now do. We are bringing
high efficiency washing
machines and dishwashers

16 www.ifa-international.org IFA International • Saturday, 30th & Sunday, 31st August 2008
 IFA_D2_1/2LN.qxd:Mise en page 1 29/08/08 21:20 Page17
MEET THE VISIONARIES
to the market and it is very
open to energy efficiency.
The market is very open to
embracing new concepts.
How quickly are sales in
that market increasing?
Well we have in the past 4-5
years doubled our sales in
the US. We have also establi-
shed onsite production sites
for white goods. You have to
H) produce close to the market,
because the products are
bulky and you don’t want to
ship them over the Atlantic.
In China, it’s the same story.
We develop products for the
local market with European
technology and this is very
successful.
I’ve noted that your spen-
ding on R&D as part of the
overall budget has been
growing. Is this trend
going to continue?
Absolutely, it will continue
for a number of reasons.
First, home appliances are
not global products. If you
expand your business to new
markets, you have to invest
IFA International • Saturday, 30th & Sunday, 31st August 2008
in products that are designed
for those markets, and thus
you have to add R&D
resources. At the same time,
we cannot stop doing R&D in
our key home market. We
need to innovate in our
home country too, so auto-
matically you will see an
increase in R&D spending.
How do you view the
move by IFA to include
white goods?
Obviously we appreciate it a
lot because the entire electri-
cal retail sector, which is a
major channel of sales for us,
will be there. There is a com-
mon retail audience between
CE and white goods. More
than 50% of our sales go
through this channel so this
is very attractive and IFA is a
well introduced fair, has a
great brand name and not
only attract Germans, but
international retailers around
the world.
CE is very digitally driven…
There is a lot of innovation
on that side. In our case, we
can bring a lot of “home life-
style” to IFA. “Home” is of
course more than just wat-
ching TV or listening to
music. If you think of one
issue we are going forward is
coffee. It has become very
emotional worldwide. So I
think we will see wonderful
lifestyle products in the area
of coffee that can also bring
more emotion. A washing
machine is a necessity, but
coffee or cooking products
bring out a lot of emotion in
people. Cooking is becoming
a trend. So this is a very inte-
resting topic and this can add
an interesting twist to IFA…
for the consumers and the not easy to bring to the mar- approach, but one of innova-
retailers. ket, because competition is tion. As the French say “la
very fierce. Retail is consoli- bonne guerre”… this indus-
What do you think are the dating, so it’s not an easy try is highly competitive. You
biggest challenges facing game, but it is a situation we can see it in the prices every
your companies now? have to handle. year. Price erosion is not as
dramatic as CE products, but
We are an industry that is Are the Korean manufac- nevertheless it is still very
very material intensive. Our turers becoming a thorn in competitive. Any new com-
source materials are currently your side? petitor is welcome and if
under a tremendous amount they bring innovation to the
of inflationary pressure. Steel In Europe they are not very market it can even help the
prices are rising 60% year on visible yet, but they are business.
year, which we have never serious competitors. That’s
experienced before. This puts okay because I think that
a lot of pressure on our they are trying to bring inno-
industry and will eventually vation and good styling. It’s
Hall 3.1 / Stand 203
trigger price increases. This is not a cheap product
www.ifa-international.org 17
LGe_advertorial:Mise en page 1 29/08/08 12:31 Page18

ADVERTORIAL

LG DIGITAL DISPLAY PRODUCTS

LG7000 LCD TV has picture quality to match, boasting full HD resolution, a 50,000:1 contrast ratio with TruMotion
100Hz and a sensor that automatically optimizes the picture for ambient light. LG7000 LCD TV
has a new feature, Bluetooth connectivity, which allows viewers to see photos
or listen to music, stored on compatible devices, on the TV. It also allows
viewers to connect Bluetooth headphones without ungainly wires getting
in the way. In addition, it has Intelligent Sensor to optimize picture quality
elements by utilizing RGB sensor which senses color temperature and
illumination of the surrounding environment. An invisible speaker system
tuned by audio guru Mr. Mark Levinson rounds out the LG7000’s unique
viewing experience. With the LG7000 LCD TV, LG builds on the success of
its Scarlet series TVs – the epitome of innovative style and design. Sleek,
slim and sophisticated, the LG7000 is a work of art. Red accent on the slim
and sharp side line with soft channel and volume button adds style, along
with glossy black sheen finish that gives a classy appearance.
Furthermore, the LG7000 has changeable front frame to better match the
surrounding interior.

SPECIFICATIONS
Full HD LCD 50,000:1 Invisible Speaker tuned by Mr. Mark
TruMotion 100Hz Levinson
Bluetooth Clear Voice, SRS TSXT
AV Mode Moving LED
24p Real Cinema 4HDMI
Intelligent Sensor USB2.0

“Full HD” 1080p ready PG7000

LG6100, the LG’s flagship LCD TV for 2008 is
the world’s slimmest LCD TV at just 44.7mm
among digital TV tuner built-in TVs. Built
around 100Hz Full HD LCD panel, the LG6100,
which has been developed to give its audience
an optimal viewing experience, includes AV
Mode and Expert Mode picture calibrating pic-
ture quality. The AV Mode optimizes the pic-
ture to Cinema Mode, Sport Mode and Game
Mode. LG Expert mode was certified by ISF
(Imaging Science Foundation) picture
quality calibration institution. In addi-
tion, it has Intelligent Sensor to op-
timize picture quality elements by
utilizing RGB sensor which
senses color temperature and
illumination of the surroun-
ding environment. It also
reduces power consump-
tion by 50 percent.
SPECIFICATIONS
AV Mode
Full HD Resolution
(Cinema,
TruMotion 100Hz
Sport, Game)
50,000:1 Dynamic Contrast Ratio
Expert
Intelligent Sensor
Mode / ISF
24p Real Cinema
Ready
4* HDMI (1.3 Deep Color)
Clear voice
Invisible Speaker
plasma series delivers a high-quality
home entertainment experience in
50- and 60-inch screen sizes. It also
has Super Bright Panel to realize top
class contrast ratio of 1,000,000:1 and
prove clarity and brightness while
eliminating optical glare with minimal
light reflection. PG7000 has a new feature,
Bluetooth connectivity, which allows to
connect Bluetooth headphones without
ungainly wires getting in the way. Like all of LG’s TVs, the
PG7000 includes the Dual XD Engine, and image processing
system that optimizes picture quality for any type of content
imaginable. PG7000 series incorporate a slim, elegant single-
layer design. The single layer design mocks the appearance of a
pane of glass creating a sleek, sophisticated look to complement
any home décor. It also has a non-reflective internal cell structure
to help minimize excessive glare typically caused by harsh
ambient light.
SPECIFICATIONS
ISFccc calibration ready
Full HD 1080p with 600Hz/
Dual XD Engine
0.001ms response time
Clear Voice
Contrast ratio: 1,000,000:1 (Super
Invisible Speaker
Bright Panel)
USB 2.0 and AV inputs / Four
Bluetooth
HDMI 1.3 deep color
AV Modes (Cinema, Sports, Game)
Panel life span : 100,000hrs
Expert Mode
Single layer

LG TO SHOWCASES SMART LIVING AT IFA 2008

Company unveils products with art-inspired designs and innovative technologies
LG Electronics (LG), a leading producer of LCD and plasma TVs unveiled its latest products at IFA 2008.
Under the theme of “Smart Technology and Stylish Design,” LG exhibits an array of products, boasting state-of-the-art features and art-
inspired looks. “We have set trends in the consumer electronics industry worldwide by creating products with the most advanced
technology and most insightful designs,” said Simon Kang of President & CEO of LG Digital Display Company. “We are working to appeal
to the sophisticated tastes of consumers in Europe more than anywhere else, to help them enjoy smart and
stylish living.”

Hall 11.2 / Stand 101

18 www.ifa-international.org IFA International • Saturday, 30th & Sunday, 31st August 2008
IFA_D2_1/2LN.qxd:Mise en page 1 29/08/08 21:20 Page19
MEET THE VISIONARIES
SIMON KANG
PRESIDENT AND CEO
DIGITAL DISPLAY COMPANY
LG ELECTRONICS INC.
“…to become very successful
in our industry, we believe
brand is the most important
factor.”
Yong Nam, CEO of LG
Electronics announced a
couple of months ago,
that LG aims to become
the “best corporate
brand” with top-notch
marketing capabilities in
each of the 140 countries
where you currently ope-
rate. Please tell us about
this new philosophy…
In order to become very suc-
cessful in our industry, we
believe brand is the most
important factor. To nurture
our brand as one of the top-
notch brands in the industry,
we believe there are many
interesting things to handle,
such as nurturing our inter-
nal capabilities and maintai-
ning them at a high level on
a continuous basis, to
achieve the top class and
the best quality capability as
a company internally… and
we believe that human
resources will be the funda-
mental foundation for us to
be successful in the industry.
For example, we are recrui-
ting human resources from
various functional areas
although they are not speci-
fically from the electronic
areas, as long as they are
world class human
resources.
I saw that LG is recruiting
from individual countries.
A new philosophy…
That’s right, not only are we
hiring them for the indivi-
dual corporations around
the globe, but we are also
hiring them for the head-
quarters in Korea.
While LCD TV continues
to grow in popularity, it
appears today that
Plasma has also really
IFA International • Saturday, 30th & Sunday, 31st August 2008 www.ifa-international.org
found a more comforta-
ble niche in both the big-
ger sizes, and in areas
where black levels and
dark room contrast are
still an issue. We would
like to talk about both
markets.
Firstly what is your out-
look for the LCD market
for the next three years,
and where is LG adding
value?
If I look at the outlook for
the market by segment,
firstly in the advanced or
developed market, growth
in the LCD sector will be slo-
wed down due to market
saturation. If you look at
emerging countries, I
believe that from next year,
growth in the LCD sector
will pick up speed. If we
take the product perspec-
tive, we can see that LCD
TVs are becoming bigger in
size. Although it is still slow
compared to other products
in the large screen sector,
once we hit the sweet spot
price, I believe the volume of
LCD sales will pick up from
then on. If you look at the
smaller sized LCDs, people
are continuously demanding
a second TV for their
bedroom, study or kitchen.
So that could be the driver
for us to grow the small LCD
segment. And especially for
the European market, we
expect that the demand for
small sized TVs will continue
to grow significantly.
Where do you think LG
adds value in the LCD
market?
I believe that there are three
important characteristics for
any TV set. One is picture
quality, second is features,
19
IFA_D2_1/2LN.qxd:Mise en page 1 29/08/08 21:20 Page20
and the third is design.
All three are equally impor-
tant, I believe, and what’s
important for us to “grab”
these elements is customer
insights. We need to listen
to their needs, voices, and
requirements. Customer
insight serves as the basic
foundation for us to develop
any product if we really
want it to be successful in
the market. Picture quality is
a technical driver and we
need to ensure the technical
advantages with picture
quality, so it is mandatory,
not an option. If you look at
design and feature ele-
ments, these should be
determined based on consu-
mer insights. So we will be
doing so after gathering the
consumer insights.
If I can elaborate on the
consumer decision making
insights, for example, we
are living in the era of high
energy prices, so consumer
may need a TV model which
consumes the least amount
of energy as possible. So
then we have to develop a
model that consumes the
least energy possible. Ano-
ther example is that custo-
mers might want a TV that
can be seamlessly incorpora-
ted in their interior environ-
ment. So then we can hire
an interior design who can
design a TV-set to seam-
lessly fit-in with that envi-
ronment.
So the product is one impor-
tant factor to ensure a com-
petitive edge in the market
place. The second important
20 www.ifa-international.org
thing is to ensure good
communication with our
target customers. So for
that we need strong marke-
ting capabilities. The third
aspect is that the electronic
industry fluctuates a lot, so
we need very good supply
chain management to main-
tain stability in our opera-
tions.
What about Plasma? You
have had some hard times
financially and were loo-
king, as one of your main
challenges, to make this
division more profitable
for LG. How is that going?
For us, Plasma TV is profita-
ble this year. If you look at
Plasma module, it is also
profitable from cash-base
perspectives. So we are now
witnessing a different situa-
tion compared against last
year. It is true as you pointed
out that PDP is suffering
slightly more than the LCD
sector, but PDP has its own
comfortable niche as well.
So the demand for PDP may
not increase as significantly
as we have seen for LCD
TVs, but at the same time
the supply capabilities for
PDP may not increase signi-
ficantly either. So I think
volume-wise, we might be
able to strike a balance.
There are definite benefits
attached to PDP TVs. First of
all, its main strength concer-
ning its competitive edge is
when watching video files
or moving images compared
to LCD. And second, it is
known that PDP is less
stressful for the eyes. So we
can put more emphasis on
these benefits as a marke-
ting point. If you look at PDP
technologies, we are putting
a significant amount of R&D
efforts for a high voltage
and low electricity theme
around PDP. So once we are
able to garner some techni-
cal advantages based on
these research findings, I
believe that PDP can still be
very competitive even
against LCD.
What is your roadmap for
OLED display?
We have transferred the
management of OLED over
to LG Display earlier this
year, because OLED requires
the combination of TFT LCD
technology so we thought
that transferring the mana-
gement to LG Display would
create a better synergetic
effect but LGe is still the
major shareholder of LG Dis-
play.
So according to their deve-
lopment schedule, we will
also be adjusting our deve-
lopment schedule for TV
sets. Our starting point will
be a small size screen and
since the resolution would
be the real strength of
OLED, of course cost is also
important to consider, but I
still see a bright hope for
OLED. All in all, for the
screen sector, I believe that
OLED and LCD will be two
leading pillars in the future.
MEET THE VISIONARIES
LG is also developing 3D
displays which is an inte-
resting experiment, but
will it ever be mains-
tream?
It will take time. First of all,
we have to wait until the
broadcasting industry is fully
ready for that. So the first
launch will be somewhere
around the promotion/com-
mercial area. Once the
broadcasting industry is
ready and contents are also
made available, then we
could develop it together.
As someone who has wor-
ked on the three main
continents, how do you
see the LCD/Plasma TV
market evolving in
Europe as opposed to the
USA and Asia? What are
the differences here?
The space that people are
living in is obviously diffe-
rent by country. When I talk
about space, it also includes
the layout of furniture, and
what they are hanging on
their walls as well. In the US,
people tend to have bigger
living rooms, so they need a
bigger TV. In European
countries, they have a very
unique sense of space. It’s
smaller and they have more
pictures and ornaments on
the wall. So they might need
smaller and medium sized
TVs than in the US. Each
country in Europe also has
outstanding characteristics.
For example, Germans tend
IFA International • Saturday, 30th & Sunday, 31st August 2008
to like simpler, minimalistic
designs whereas the French
tend to admire curviness.
Even looking at their auto-
mobiles, Volkswagen or
Audi compared to Renault,
you can see this difference.
So when we are producing
our product portfolio, I think
it’s important for us to cater
to these kinds of country-
specific preferences. I take a
lot of good references from
the car industry in relation
to design. I lived in Germany
for 10 years, so I have a per-
sonal affection attached to
Germany. When I recently
went back, I still found that
their design preferences are
still clearly defined and
clean.
Since joining LG in 1986 as
a general manager for the
company's facility in Worms,
Germany, Mr. Kang has built
up impressive international
experience through a num-
ber of management posi-
tions overseas in Germany,
Canada and the United
States as well as in Seoul.
In 2000, he moved up to
become President of LG
Electronics' U.S. Digital
Appliance Brand Manage-
ment division, leading the
successful launch of LG's
digital appliance business in
the U.S. Before taking his
current position, Mr. Kang
was the company's Head of
Korean Sales and Marketing
Operations.
Hall 11.2 / Stand 101
IFA_D2_1/2LN.qxd:Mise en page 1 29/08/08 21:20 Page21
FEATURE INTERVIEW
EDDIE YEO
EXECUTIVE VICE PRESIDENT AND HEAD
OF TV BUSINESS UNIT - LG DISPLAY
By Richard Barnes
“...understand customers’ needs
and bring products to market at
an affordable price.”
How would you describe
the philosophy of LG Dis-
play when it comes to
manufacturing LCD dis-
plays?
At LG Display, we believe
that a picture is worth a
thousand words, and that
flat panel displays are
enabling rich and expressive
images to be incorporated
into ever more areas of our
lives. Whether your display
is a large and wide full high-
definition TV, a set of high-
resolution monitors or a
wide-format notebook PC,
it is important that viewers
see the best looking image
possible.
LG Display has a long history
of being on the cutting-
edge
SONYof the
OLED TV flat panel indus-
try’s technical developments,
introducing new products
and technology to meet the
needs of its superior custo-
mer base. Tell us about
some of the benchmarks in
your history of panel
making.
TIn Q3 ’97 we launched the
world’s first 14.1-inch XGA
notebook panel, in Q4 ’01
we brought to market the
world’s first 20-inch UXGA
monitor panel and in Q4 ’03
we launched the world’s
IFA International • Saturday, 30th & Sunday, 31st August 2008
first 42-inch wide XGA
HDTV panel. In addition, we
have received SID Display of
the year Gold award in
‘03~’04. In ’06, we laun-
ched a 100” TFT LCD as the
world’s largest LCD panel,
and in ’07, our Flexible
OLED was selected in Time’s
“Best invention of the year.”
This trend of production
innovation is something our
customers have come to
expect and trust us to deli-
ver.
What are the most impor-
tant things in the
development of LCD tech-
nology at the moment?
One of the factors is that
the LCD industry has gone
through tremendous
growth in such a short
amount of time is that it has
satisfied both customers’
desire for fancy design and
high quality display. The
most important thing in the
development of LCD tech-
nology is to understand cus-
tomers’ needs and bring
products to market at an
affordable price. For exam-
ple, laptop users want por-
table and long battery life
products. That is why LGD is
focusing on an LED backlit
product, which is slim &
light with low power
consumption. For LCD TV,
customers want a sharp and
vivid picture. In order to
satisfy customers’ needs,
LGD has commercialised a
DFR (Double Frame Rate)
product for the first time,
which also has a cost advan-
tage. As the design factor
will be increasingly impor-
tant for TVs in the future,
we have also launched slim
& narrow product for the
first time.
How is LG Display crea-
ting added-value for TV
manufacturers?
The most important thing in
creating added-value for our
customers is to understand
their needs and provide pro-
duct with a competitive
price at the right time. For
this, LGD is focusing on
developing collaborative
products with major strate-
gic partners. In the case of
IPS, LGD’s differentiated
technology, we are currently
undertaking a number of
co-marketing programs to
increase sales for the custo-
mers who are using our IPS
panels in their LCD TVs and
monitors, by promoting the
superiority of IPS.
Hall 11.2 / Stand 101
A Cleverdis SPECIALreport on
LG Display’s IPS technology
is available at the LG stand.
www.ifa-international.org 21
IFA_D2_2/2LN.qxd:Mise en page 1 29/08/08 21:18 Page22

ADVERTORIAL

JUST LIKE AT THE MOVIES!

EPSON EH-TW5000 PROJECTOR GIVES BREATH-TAKING HOME CINEMA
EXPERIENCE WITH AN EXCEPTIONAL CONTRAST RATIO OF 75,000:1!
Epson announces the launch of the EH-TW5000, an HD-ready 1080p
flagship projector, designed to offer the best possible home-cinema
experience.
With outstanding new features and performance levels powered by
the latest Epson technologies, the EH-TW5000 is the perfect choice
for consumers looking for the best quality big-screen projector for
their home-cinema installation.

Stéphanie Lugbull, Product Manager for Home Cinema Video

Projectors, Epson Europe, said: “The EH-TW5000 is exceptional in
terms of home-cinema projectors. Its sleek black design and state-
of-the-art features will provide the highest quality images in your
own home. The EH-TW5000 marks the continued impetus of
Epson’s home-cinema video projection and confirms our position
as number one in the market.”

STYLE AND FEATURES
The projector’s range of features and stylish design will ensure it is
the centrepiece of your home-cinema experience on the big screen.
Whether using the EH-TW5000 with Blu-ray, DVD, HDTV or your set-
top box, Epson’s innovative technologies — in particular, the
pioneering 3LCD technology — provide brighter images, more
accurate colour reproduction and finer grey scaling, resulting in
stunning picture quality and motion flow. For the first time ever, an
amazing contrast ratio of 75,000:1 has been achieved, thanks to new
D7 C²Fine panels, advanced DeepBlack technology, HQV Video
processing, and an improved E-TORL lamp.
Ms Lugbull adds: “This state-of-the-art projector boasts some
terrific new features. Optical x2.1 zoom and easy horizontal and
vertical lens shift make the EH-TW5000 exceptionally convenient
and easy to install. A true cinema-screen format of 2.35:1 is also a
reality, as a result of the projector’s anamorphic wide mode. This
means that movies can be enjoyed without black bands at the top
and bottom of the screen.”
In addition, the frame interpolation feature ensures perfectly
smooth video playback, blurring is suppressed and motion pictures
are much sharper, offering film quality images. Furthermore,
Epson’s improved cinema filter offers a viewing experience second
to none in any lighting environment. The advanced calibration
possibilities with ISF features add to the high image quality.
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.
Hall 21 / Stand 103

22 www.ifa-international.org IFA International • Saturday, 30th & Sunday, 31st August 2008
IFA_D2_2/2LN.qxd:Mise en page 1 29/08/08 21:18 Page23
PRODUCT TRENDS
FIVE OF THE BEST FROM EPSON
IMAGE OF PROJECTOR USE
CHANGES, PUTTING TRUE
HOME CINEMA WITHIN
REACH OF ALL
By Gary Smith
Epson have officially
launched several new
projectors at IFA, ranging
from the high-end TW 5000
offering the ultimate in
cinema quality through to
the thoroughly affordable
DM2 which will retail at
€599. The TW 5000 home
theatre model boasts an
impressive 75,000:1
contrast ratio, state-of-the-
art features and Full-HD
(1080p), while the portable
EH-DM2, a home
entertainment centre with a
contemporary black design,
is an entry-level machine
that Thierry Bagnaschino,
Epson director of LP & VI
GRUNDIG ANNOUNCES NEW HIGH-END TV’S AND
PERSONAL CARE PRODUCTS AT IFA
By Gary Smith
Meet the new high-
end LCD TV Vision 9 by
Grundig, which features full
HD and 100 Hz image
quality. The TV’s advanced
built-in sound system uses
16 speakers in a sound bar
with a sub-woofer
positioned at the back of
the unit. The surround
sound is created by
technology that creates a
delay between the speakers,
which generates bundles of
sound waves. “We will
continue our policy of
producing highly
sophisticated designs that
are easy to use and that also
offer added value to the
consumer”, said Grundig
managing director Michael
Peterseim. Another model,
the Vision 7 is our entry level
full HD TV and, like all the
company’s products, it
combines state-of-the-art
IFA International • Saturday, 30th & Sunday, 31st August 2008
departments, hopes will
open up new markets. The
DM2 combines a DVD
player (with DivX
compatibility) and surround
sound speaker system,
providing families with an
easy to use widescreen
cinema experience.
“The image of projectors as
being only for people with
relatively high incomes and
large lounges is really
changing as indeed it
should,” Bagnaschino said.
“While we make quite
complex models such as the
TW 5000 that cost € 3000
and need to be calibrated
and installed by a specialist,
design with usability.
Mr Petersheim went on,
“Grundig has always stood
for the idea that you should
not have to read the whole
manual in order to be able
to use any of our products
and that remains truer than
ever today.”
“Over the next three years
we aim to take 5% of
European market share and
we expect to do more than
that in Germany,” Peterseim
said.
Announcing the launch of a
new range of personal care
products including the HD
8780 hair dryer featuring a
powerful, rapid airflow, Ion-
based technology and a
turbo function, Mr
Peterseim said of the new
range: “In this area, white is
the new black. Body
awareness is here and it’s
here to stay.” The grooming
the DM2 is really easy to
install and use.” The DM2
has two integrated 8-watt
stereo speakers and also
offers a brightness of 1,200
lumens. It incorporates
Epson’s innovative 3LCD
technology to create clear,
sharp images and allow for
projection even in bright
environments. The projector
can be connected to
computers, digital cameras,
games consoles and USB
keys – offering true
multimedia compatibility.
Epson is marketing the new
models as the best way to
get a “real” cinema-style
experience: “We’re seeing
range, which also includes
the HS 5521 hair curler with
2430 bristles plus the PS
8710 weighing scales, is
already claiming a double-
digit market share in
Germany.
healthy
sales in France,
Germany and the Nordic
countries, but we are very
keen to communicate the
fact that our projectors are
for every type of household
and that they are the only
way to get a fully immersive
experience,” he said. “We
are, in any case, now in an
era when people simply
expect large scale images.”
While the TW 5000, 3800,
3000 and DM2 are standard
projectors, Epson’s fifth new
model, the TW 420, is
aimed at gamers. “It’s a
720p HD-Ready model that
www.ifa-international.org
we’ve
m a d e
m o r e
compatible with
the needs of gamers
by adding an extra colour
mode and a game mode
which reduces the time-lag
between the console and
the projector by disabling all
of the unused AV functions
on the projector in order to
maximise the processing
speed,” Bagnaschino said.
Hall 21 / Stand 103
Hall 23 / Stand 101
23
IFA_D2_2/2LN.qxd:Mise en page 1 29/08/08 21:18 Page24

PRODUCT TRENDS

IT “FLOATS LIKE A BUTTERFLY AND

STINGS LIKE A BEE”
SAMSUNG’S NEW X360, THE
NOTEBOOK THAT WEIGHS
ALMOST NOTHING AND
DOES ALMOST EVERYTHING
By Bruce Cooper

Samsung, one of the
world’s biggest electro-
nic brands, lifts the lid on
the most innovative addition
to its ever-expanding note-
book range – the ultra-light-
weight Samsung X360.
The X360, developed in
partnership with Microsoft,
weighs an astonishing
1.27kg and provides consu-
mers with a comprehensive
set of features unlike any-
thing of its kind on the mar-
ket. The X360 incorporates
all the functionality deman-
ded by today’s ultra-mobile
professionals, including
three USB ports, a built-in
HDMI (high-definition multi-
media interface) connec-
tion, a 34 mm express-card
slot, VGA output and a 128
GB solid state drive.
Connectivity and data trans-
fer developments include a
seven-in-one memory-card
reader, Bluetooth 2.0+EDR
(enhanced data rate) and
super-fast 802.11n wireless
technology, enabling speeds
of up to five times faster
than the traditional speed.
And the list of superlatives
just goes on and on. One of
the X360's most attractive
features is its six-cell battery
life of up to 10 hours conti-
nuous use — enough to
meet the most demanding
customer requirement of all-
day
mobile
compu-
ting. Regar-
ding the sleek
design, the 13.3-inch
WXGA (1280x800) LED
screen with backlight tech-
nology consumes less power
but renders highly improved
brightness.
Take a look at the lighter
than air Samsung X360 in Hall 20 / Stand 101
Hall 20.

SPORT COMES TO LIFE IN YOUR

LIVING ROOM …
THANKS TO OFFICIAL PARTNERSHIP BETWEEN
PANASONIC AND EUROSPORT HD
By Richard Barnes

When Eurosport deci-
ded to launch its High
Definition simulcast service,
Eurosport HD, it was evident
that sports fans should be
able to watch content under
the best possible conditions.
Broadcasting in High Defini-
tion is one thing. Viewing
the images is another.
Because Panasonic’s latest
generation of TVs is per-
fectly adapted to the vie-
wing of fast moving sports
images in high definition, a
deal was made between
Panasonic and Europe's lea-
ding sports multimedia plat-
form, timed to coincide with
the recent Eurosport HD
channel launch.
From May 25th, Eurosport
HD has been broadcasting
multilingual coverage of
140 different sports to the
European public. Planning
had been under way for 2
years, with teams working
on the upgrading of Euro-
sport’s broadcast platform,
post-production tools and
video archive infrastructure.
The entire image and sound
chain is now entirely digital
and in High Definition.
Why is sport so important
to the onset of HD in
Europe?
Sports, especially live, are
spectacular in high defini-
tion. The fast-paced action,
the drama, the physical
effort of supreme human
performance and the emo-
tion of competition is delive-
red in vivid clarity. The
highest quality image and
sound means viewers can
live sports as if they were at
the heart of the action!
The main aim of Panasonic
is to connect with consu-
mers and promote HD TV in
homes across Europe. "We
are immensely pleased with
the Eurosport partnership,"
said Yorihisa Shiokawa,
Managing Director of Pana-
sonic Marketing Europe.
"Thanks to Panasonic's unri-
valed flat screen technology
and the convenience of
IPTV, Eurosport's viewers
will get a customized and
interactive user experience.
Not only that, the VIERA flat
screen TVs provide an ultra-
fast response time ideal for
rapid moving images which
are common at sporting
events. That's why this new
collaboration between Euro-
sport as a sports broadcaster
and Panasonic as a HDTV
manufacturer is a truly
ground-breaking venture."
Their shared objective is to
associate the powerful attri-
butes of the highest quality
HD TVs from Panasonic with
the unique sports offer of
Eurosport HD linked to
major sporting occasions.
Jacques Raynaud, Vice
Chairman, Eurosport Group
says, "We share a common
vision. Wherever Eurosport
is broadcast, we aim to deli-
ver a new dimension in
sports to viewers in as many
HDTV-equipped homes as
possible. That's 114 million
homes and 59 territories
across Europe. Fast-paced
change in technology, digi-
talization, and media spread
has opened up whole new
vistas for growth. At the
same time, we have increa-
singly sophisticated means
to reach consumers, to
create dialogue and to bet-
ter understand their needs
and desires. Our partnership
with Panasonic is the perfect
strategic response”.
Hall 5.2 / Stand 101

24 www.ifa-international.org IFA International • Saturday, 30th & Sunday, 31st August 2008
 The world’s first
200 Hertz LCD TV
See it at IFA, Hall 4.2

Sony_AZ_IFA2008_Reveal_IFA_international_250x353.indd 1 24.07.2008 15:41:44 Uhr

IFA_D2_2.qxd:Mise en page 1 30/08/08 22:26 Page26
SCARLET - INTELLIGENT AND
SOPHISTICATED
LG EXPLAINS PLANNING BEHIND
BLOCKBUSTER CAMPAIGN
LG Electronics’ press
breakfast saw Kwan
Sup Lee, Vice-president of
LG’s DD Marketing Strategy
Team, running through the
latest manifestations of his
company’s Scarlet LCD TVs.
LG’s clever teaser campaign
for Scarlet, Lee said, “had
changed the rules of the TV
marketing game“. Orches-
trated by the TV director
David Nutter, the
campaign saw
Hol-
AWARDS, NEW PRODUCTS AND SERVICES FOR NAVIGON
By Emmanuel Poidevin
26 www.ifa-international.org
lywood celebrities and the
international media gather
last April for what they
believed was to be the
world premiere of Nutter’s
latest project, Scarlet, star-
ring actress Natassia Malthe.
But as the screening room
went dark, it became
clear that Scarlet
was not
By Gary Smith
what she seemed: she
wasn’t the heroine of a new
drama, but LG’s new series
of ultra-slender, gorgeously
designed LCD TVs. The buzz
generated by the ingenious
tweaking of the meaning of
“TV series“ was all LG could
have hoped for in terms of
growing Scarlet’s brand
equity — and then some.
“We had to think and act
differently in order to
change the perception of
the LG brand“, Lee said.
“Being different might be
risky, but we took that risk
to make a breakthrough.“
LG is now intending to leve-
rage the market awareness
generated by the Scarlet
campaign to drive its new
range of LCD TVs. First up
was the company’s flagship
LCD TV for 2008, the
LG6100, described by Lee as
an “intelligent fashion
icon“. With her shiny red
back and sleek, sophistica-
ted lines, LG 6100 is a true
femme fatale — and at just
1.7 inches thick, she can
also lay claim to being one
of the world’s slimmest.
Her sister, “the confident,
sophisticated“ LG7000,
During their 2008 IFA
press conference Navi-
gon presented an exciting
new range of products as
well as a new “update and
upgrade” online service.
The new entry-level Naviga-
tor is available in two ver-
sions: the 1200 version with
maps of Germany, Austria
and Switzerland (costs
129 €), the NAVIGON 1210
with all information on 40
European countries is priced
at 149 €. Targeted to First-
PRODUCT TRENDS
incorporates all LG’s next-
generation technologies.
Built around a full-HD
1080p LCD panel, the Scar-
let LG7000 features an intel-
ligent sensor, which
automatically adjusts the
screen brightness according
to the available light.
In addition to the new Scar-
let models, Lee presented a
snapshot of the ultra-mini-
malist PG6000 and PG7000
plasma sets. Both, he said,
live up to their slogan of
“taking it to the edge“ by
melding the smartest of
smart technology, stylish
design, eco-friendliness and
state-of-the-art LED back-
light technology
“The PG6000 and PG7000
are the sleekest TVs that LG
has ever created“, Lee said.
He added that, resembling a
seamless black sheet of
glass shimmering on the
wall, “they look like a work
of art and have nothing to
distract you from their incre-
dible picture quality. These
sets truly offer frameless
perfection“.
Speaking after his presenta-
tion, Lee said that IFA is key
time buyers, the 2200 and
2210 are also available in
two different versions
(149 € and 179 €). The
NAVIGON 2150 max, which
looks the same, adds some
extra features and services.
The frameless designed
NAVIGON 7210, with
advanced features like
Curve Warner, voice reco-
gnition Pro, Landmark
View3D also includes new
Emergency Help” and
“Favourites on the Map
IFA International • Saturday, 30th & Sunday, 31st August 2008
to LG’s sales drive in Wes-
tern Europe. “This is our
industry’s biggest global
event and one that is of
great strategic importance
to us - as, indeed, it is to our
competitors“, he noted. “IFA
is the perfect place to show-
case our new product line-
up and technology for the
second part of the year, not
just to the market in general
but also to our network of
dealers. Being here in Berlin
gives our partners the
opportunity to acquaint
themselves with our latest
products and get a real feel
for their qualities and capa-
bilities“.
Hall 11.2 / Stand 101
functionalities will be availa-
ble by the end of September
for 349 € retail price.
Its acquisition also offers a
rebate on the new NAVI-
GON FreshMaps service
(24 months for 99 €)
The recently reddot design
honourable mention awar-
ded 8110 premium PND is
already available at 449 € in
store.
Hall 9 / Stand 203
IFA_D2_2.qxd:Mise en page 1 30/08/08 22:26 Page27

PRODUCT TRENDS

HAIER IN BI-MODE
AND THREE DIMENSIONS
WHITE GOODS INNOVATIONS
By Emmanuel Poidevin

Manufacturer Haier is with, the latter being known open like

attending IFA with a
selection of new and inno-
vative products from its
White and Brown Goods
divisions. The WasH2O uses
a patented technology
based on electrolysis. The
process splits water into OH-
and H+ ions, the first group
drawing and capturing the
dirt while the second steri-
lizes the laundry allowing
consumers to wash clothes
either without detergents or
as the ‘bi-mode’. Other
Haier washing machines
such as the HW80-F 1486 I
and HW-U 2008 work in a
more traditional manner,
but are very much in line
with the most recent stan-
dards in terms of both
energy and wash efficien-
cies.
The company’s latest fridge,
the AFT 630 IX integrates
two practical and spacious
freezer compartments that
drawers
beneath the
fridge, an idea
which is in line with the ove-
rall 3D concept of the range.
The fridge, which includes
the latest technologies like a
TFT touch screen with video
message function and an
LED interior backlight, was
awarded a Red Dot design
award for 2008 and the +X
design prize. In the premium
version of AFD 630 IX and
AFL 631 CB, one of the hori-
zontal compartments is a
foldable wine-rack. The
HB21 FWRSS, also known
as the ”French Side By Side”
Super Space, includes large
spaces, which allow for
customisation of the racks’
spacing.
Hall 4.1 / Stand 107

ADVERTORIAL

YIFANG DIGITAL
BY BRUCE COOPER

Yifang, the up and coming Chi-
nese manufacturer of Mp3
players, USB flash drives, digital
photo frames, the ground-brea-
king mobile note taker, and a
host of other reputed electrical
devices, are at IFA this year.
Of the many devices produced by
Yifang, the EN103 mobile note
taker is one of the most innova-
tive. This small and portable
device is able to capture notes
without being connected to a PC,
has an impressive storage capa-
city of the equivalent of 100 A4
pages and includes in-built
handwriting recognition software
that instantly converts your
handwriting into JPEG format.
The compact design means it can
be used in virtually any location
at any time.
Moving on to Yifang’s digital
photo frames, there is innovation
in design and style combined imaginable tests, from dropping the Yifang stand and find your
with the optimisation of technical to extreme vibrations are carried favourite.
features accommodating every out. If you are looking for sleek
peripheral imaginable. Other design, adapted features, and a
integrated features include a robust, durable device, then visit Hall 28 / Stand 240
calendar, clock and alarm, slide
show function and background
music played through the two
built-in stereo speakers. The EP
series comprises both photo
frames and the most attractive
range of keychain photo frames.
Yifang’s real flagship products are
the EM range of mp4 and the
mp3 players. All the players in the
mp4 range come with a standard
configuration comprising of FM
radio and E-book functions.
Memory capacities go up to 8 GB
and the majority of players sport
1.8” screens. The players’ ergo-
nomic and sleek design make
them both attractive to the eye
and easy to use. The mp3 and
mp4 players come in an extensive
range of design, colour and size,
which means whatever the custo-
mers needs, there’s a device for
everybody amongst the wide
range on offer.
The high quality of Yifang’s pro-
duct range is largely due to the
demanding tests the devices
undergo in the Yifang relia-
bility laboratory. Here all

IFA International • Saturday, 30th & Sunday, 31st August 2008 www.ifa-international.org 27
sharp_advertorial:Mise en page 1 29/08/08 12:18 Page28

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 WORKING TOWARDS
100TH ANNIVERSARY OF SHARP’S FOUNDING “CARBON NEUTRAL LIFE”
According to reports from the IPCC (Intergovernmental Panel on Since the 19th century, the impact on
Climate Change) and the discussions at the G8 Heiligendamm the environment has grown as a result
Summit, a broad international consensus is emerging that dealing of increased economic and social
with global warming is a critical issue facing the world. activity. As an electronics manufacturer,
Sharp has recognised and is now
focusing on three main problems: global
Sakai Factory warming, pollution from toxic chemicals
and depletion of resources.

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, Sharp-
manufactured 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 mass-
consumption 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 32-
inch 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

28 www.ifa-international.org IFA International • Saturday, 30th & Sunday, 31st August 2008
IFA_D2_2-2XP7.qxd:Mise en page 1
THE GREEN PAGE
STRIVING FOR ENVIRONMENTAL RESPONSIBILITY
Sharp aims Towards Carbon-Neutral Living And Cleaner Planet
By Richard Barnes
At this year’s IFA, leading
exhibitor and TV manufactu-
rer Sharp Electronics is
impressing visitors with its
enormous stand, which
dominates Hall 3.2 and fea-
tures a host of new products,
including sleek LCD TVs and
high-performance Blu-ray
players.
But what some visitors may
not realise is that Sharp has
been a leader in the research
and development of environ-
mentally friendly products
and technologies for several
decades. In fact, besides pro-
duct quality, profitability and
social responsibility, Sharp
regards protecting the pla-
net's resources as a key res-
ponsibility.
IFA International • Saturday, 30th & Sunday, 31st August 2008
29/08/08 21:41 Page 29
Sharp Europe’s CEO,
Toshiyuki Tajima, said:
“Sharp is truly unique in that
is has been researching and
developing photovoltaic
cells for 49 years now.
Approximately one in four
solar electric panels in the
world today were made by
Sharp. In other words, we
are not just jumping on the
current 'ecological bandwa-
gon', but have been dedica-
ted to this cause for many
decades. Today, the world is
coming to the realisation
that alternative energies
have to be developed as a
matter of urgency. To this
end, Sharp is set to launch a
massive operation in Japan,
where we will produce LCD
TVs and solar electric panels
side by side. Now, as in the
past, we take our ecological
responsibilities very se-
riously. That’s why Sharp is
taking a leading role in the
CE industry, and will conti-
nue to strive towards car-
bon-neutral living and a
cleaner planet.”
The development and
construction of state-of-the-
art facilities is indeed a signi-
ficant aspect of Sharp’s
environmental strategy. The
LCD TV production facility in
Kameyama is a prime exam-
ple. Here, a third of the
energy required is generated
by a combination of innova-
tive “green” technologies –
through co-generation sys-
tems based on natural gas,
via fuel cells and by means
of one of the world’s largest
photovoltaic plants. As a
result of this approach, the
facilities' CO 2 emissions
have been greatly reduced.
The Kameyama plant – the
first of its kind in the world
– is a state-of-the-art com-
plex for integrated produc-
tion, from LCD panels to
assembled LCD TVs. In addi-
tion to optimising the faci-
lity's environmental
friendliness, Sharp aims to
upgrade every aspect of its
economic performance, as
well as its relations with the
surrounding community.
Sharp has certified the
Kameyama plant as “a super
www.ifa-international.org
green factory", based on its
in-house environment stan-
dards. Indeed, all Sharp
plants in Japan have now
been awarded super-green
status.
In its efforts to further
advance the cause of solar
energy and efficiency in LCD
production, Sharp has
announced that it will begin
building the world’s most
modern LCD plant in Sakai
near Osaka, Japan, at the
end of this year. The new
21st century industrial com-
plex will start operation in
2010. Here, for the first time
anywhere in the world, solar
cells and LCD panels will be
produced together. This will
allow Sharp to create syner-
gies, while avoiding unne-
cessary transportation.
Read more about Sharp’s
green technologies and
new products at IFA in the
SPECIALreport, AQUOS –
The Next Generation TV,
published by Cleverdis
(www.cleverdis.com).
29
Projet1 29/08/08 13:33 Page 1
IFA_D2_2-2XP7.qxd:Mise en page 1 29/08/08 21:41 Page 31

HOME APPLIANCES @ IFA

ANYONE FOR CAPPUCCINO?

GERMAN HOME APPLIANCE MANUFACTURER PETRA-ELECTRIC PRESENTS NEW
PRODUCTS AT IFA By Bruce Cooper
is becoming increasingly
popular. Responding to this
trend, Petra-Electric has pro-
duced its first coffee maker
for soft pods featuring a
professional milk-frothing
device.

Petra-Electric is also presen-

Petra-Electric, the German
home appliance manufactu-
rer, is showcasing its new
Artenso Latte "soft-pod"
coffee maker, alongside its
up-market range of hair-
care products for the first
time at IFA. There are as
many ways of enjoying cof-
fee as there are coffee drin-
kers: some like it strong,
some like it mild, some like
it milky, some like it black.
Everybody, however, prefers
it freshly prepared. It is the-
refore not surprising that
the preparation of single
portions via coffee soft pods
ting a range of hair-care
appliances, including dryers,
curlers and straighteners.
The company's powerful
dryers use ionic technology,
which prevents the static
loading of hair and facili-
tates easy styling. The curl
appliance is a gentle solu-
tion for curling, styling and
drying hair, while the cera-
mic Professional Straighte-
ner PHG 131 creates a
smooth and glossy finish.
Hall 4.1 / Stand 206

SENSEO: THE RESULT OF A

WINNING FORMULA By Richard Barnes

When the first Senseo cof- successful as the first Sen- This is made possible thanks
fee maker hit the shelves seo – if not more so. “Just to the appliance’s integrated
in 2001, it quickly became as with the first Senseo, milk reservoir and milk fro-
one of the best-selling ap- convenience and quality ther, which allow the
pliances on the market. are central to the machine to produce spe-
concept,” says Vidya, “so cialty coffees made with
Since then, Philips has sold we’re confident that it will fresh, frothed milk quickly
over 20 million units. And be well received. The diffe- and easily. If the Senseo
with the autumn 2008 rence with the Senseo Latte Select is a success,
launch of the latest Senseo Latte Select is that it satis- then it will be further proof
innovation, the Senseo fies consumers’ increasing that Philips’ coffee strategy
Latte Select, present at the desire for ‘indulgence’.” is really working.
Philips stand at IFA, Philips Hall 22 / Stand 101
is being closely watched to
see it has produced ano-
ther, similar success.
The new machine will
enable the consumer to
easily prepare luxury cof-
fees made with fresh, fro-
thed milk while sitting
snugly at home. Vidya
Sagar Gannamani, Cate-
gory Leader for Beverage
Appliances at Philips,
explains why the Senseo
story is a perfect example
of how Philips’ approach
leads to best-selling pro-
ducts.

Vidya believes that this

single-serve coffee-pod
system offering luxury cof-
fees made with fresh, fro-
thed milk, will be just as

IFA International • Saturday, 30th & Sunday, 31st August 2008 www.ifa-international.org 31
IFA_D2_2-2XP7.qxd:Mise en page 1 29/08/08 21:41 Page 32

HOME APPLIANCES @ IFA

THE LOGIC IS EVIDENT!

THE DECISION TO BRING HOME APPLIANCES TO IFA REFLECTS MARKET EVOLUTION
By Richard Barnes

After initial surprise early The largest growth in the

in 2008, when it was first
announced that Home
Appliances would be inte-
grated into the IFA show, it
has since been echoed that
the decision was indeed a
wise one, based on solid
market trends.
In a detailed and emotive
presentation, the Chair-
man of the Electrical Home
Appliance Division of the
ZVEI, Dr Reinhard Zinkann
explained that the trend is
towards more quality,
more features and greater
efficiency.
“After many years, when
they did not have their
own major trade show, the
manufacturers of home
appliances have come to
IFA for a very good reason,
because it is one of the
world’s most important
trade fairs”, stated Dr. Zin-
kann. Half of all dealers
stock both brown and
white goods, and a combi-
ned trade show with the
consumer electronics sec-
tor is equally attractive for
dealers, consumers and the
media.
home appliance sector has
been in Asia and Latin Energy saving: cooling appliances
America. Despite the fact
that sales in Europe are
currently stagnating, it is kwh/year
still the largest market for 600
home appliances, and the
overall trend remains posi- 500 Efficiency class
A or A++ ?
tive, especially in the east
as well as in France and It makes a huge difference:
400
45% less energy!
Germany. 180 million
home appliances in Euro- 300
pean homes are over ten
years old and are often no 200
longer efficient.
100
Although a poll revealed
that 75 percent of people
0
are prepared to buy
1990 1995 2000 Class A Class A+ Class A++
somewhat more expensive
but environmentally Refrigerator (155l.)
friendly products in recent Source: Ökoinstitut, ZVEI
Fridge-Freezer
IFA Opening 200/90l
Press Conference, 27 August 2008
months, only 17 percent
have actually made a pur- Upright-Freezer (190l)
chase. For example, sales
of particularly energy-
saving refrigerators and
freezers in the category Buying environmentally friendly products
A++ so far only account The gap between willingness and action
for three per cent of the Tend to
disagree
total. In his presentation, 14%
the statistics spoke for Totally
disagree
themselves, but in addi- Are you ready to buy 5%
tion, Dr Zinkann outlined environmentally friendly
some of the main issues at products even if they cost Don't know
a little bit more ? [% EU27] Tend to 6%
hand… agree
[Survey by Eurobarometer, 50%
Attitudes of European citizens towards
the environment, March 2008]

Home Appliances at IFA - Why?

Totally
agree
25%

Sales of major white goods worldwide

However: while 75% respondents of the poll say they are ready to buy
environmentally friendly products even if they are more expensive, only
Total value: 140bn. US $ 17% have actually done so in the month previous to the survey

Europe is the biggest market

for white goods Energy & water saving: washing machines
6%
14% kwh/kg 0,50 0,47 50 liter/kg

36% 0,45
0,40
45

0,40 40
electricity consumption [kwh/kg
0,34 laundry] (60° cotton)
0,35 35
35
water consumption [liter/kg laundry]
0,30 0,27 30
21% 31
0,25 0,23 25
0,22
26 0,20
0,20 0,17 20
21
23% 0,15
16
15

0,10 12 10
Europe Others 10
0,05 8 5
North America South America
0,00 0
Asia Source: Ökoinstitut, ZVEI
1975 1980 1985 1990 1995 2000 2004 2008

32 www.ifa-international.org IFA International • Saturday, 30th & Sunday, 31st August 2008
IFA_D2_2-2_p33-36XP7.qxd:Mise en page 1
HOME APPLIANCES @ IFA
GORENJE PLUGS ITSELF INTO THE
IPOD GENERATION
By Bruce Cooper & Joanna Stephens
Gorenje makes an impres-
sive debut at IFA with its
latest generation of Allure
and Pure cooking ap-
pliances, presented to the
public for the first time here
in Berlin.
However, it is its innovative
"Made for iPod" fridge free-
zer that is bound to gene-
rate the most interest.
With design ever more pre-
sent in contemporary life-
styles, Gorenje has focused
on the aesthetic appeal of
its range, promoting its
vision through a selection of
design-led products. Its
comprehensive Allure and
Pure designer lines boast
new patent-protected user-
and environment-friendly
functional solutions. Energy-
minded Gorenje has also
designed all its appliances in
accordance with the A
energy class or higher.
IFA International • Saturday, 30th & Sunday, 31st August 2008
29/08/08 19:35
Also premiering at IFA are
several conceptual projects
aimed at bringing the use of
household appliances closer
to the contemporary consu-
mer. These include the
“Made for iPod” refrigera-
tor, which can be connected
to the world's most popular
music-playback device. With
this innovation, Gorenje is
highlighting how modern
information technology is
making the use of house-
hold appliances increasingly
simple and fun to use – just
the way the users of tomor-
row want it.
Gorenje signed a license
agreement with Apple for
the use of its technology in
its refrigerators. The combi-
nation of the cult iPod elec-
tronic entertainment device
and Gorenje's modern
fridge freezer opens up new
lifestyle vistas. The specially
designed and developed
Page 33
Gorenje fridge features a
docking station for char-
ging the iPod. It also
plays back music and
video through built-in
speakers and can also
be connected to the
Internet via a Wi-Fi
interface. An obvious
use for the kitchen is
the iPod's ability to
browse and display
recipes in either text or
video format.
iPod has already
conquered the world —
and Gorenje hopes that
its new appliances with
interactive functions
have what it takes to
conquer contemporary kit-
chens.
The new Allure product line
includes several patent-pro-
tected technical and func- which mimics
tional solutions, notably the the shape of a tradi-
arched oven interior ceiling, tional baker's oven and
allows for exceptional coo-
king results. This ingenious
solution is coupled with the
patent-protected two-level
positioning of the upper
heater, which follows the
curve of the ceiling.
Another patent deals with
the heat emitted by the
oven: the cooling system
enables the circulation of
cool, rather than hot, air bet-
ween the oven and the adja-
cent kitchen furniture. The
door cooling system is yet
another patent-protected
innovation, along with the
use of sensor-controlled
electronic timers.
The Gorenje Ora-Ïto White
Collection, which was laun-
ched over a year ago,
impressed many European
consumers with its minima-
list appearance. This year,
Ora-Ïto won a Plus X design
award, confirming Gorenje's
role as a pioneering in life-
style design.
The Gorenje exhibition area
measures over 500 sq m.
Hall 1.1 / Stand 201
www.ifa-international.org 33
IFA Preview_1/2.qxd:Mise en page 1 27/08/08 09:58 Page18

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.

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

IFA 2008 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)

TRADE • “Professional Media” (receivers, Media Centre)
• “My Media“(photo, imaging, video, MP3, navigation)
VISITORS’ • “Think Big – large items of equipment” (domestic electrical appliances)
• “Luxury Products – small products” (domestic electrical appliances)
• “Green Power” (energy-saving appliances)
TOUR 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 Date: 29/30/31/01/02.09.2008 Date: 29/30/31/01/02.09.2008
Time Exhibitor Hall Time Exhibitor Hall Time Exhibitor Hall
11:00 – 11:15 Grundig 23 11:00 – 11:15 Toshiba 21 11:00 – 11:15 Sony 4.2
11:20 – 11:35 Philips 22 11:20 – 11:35 JVC 5.2 11:20 – 11:35 Navigon 9
11:40 – 11:55 Metz 21 11:40 – 11:55 Panasonic 5.2 11:40 – 11:55 Fujitsu-Siemens 13
13:30 – 13:45 Grundig 23 13:30 – 13:45 Toshiba 21 13:30 – 13:45 Sony 4.2
13:50 – 14:05 Philips 22 13:50 – 14:05 JVC 5.2 13:50 – 14:05 Navigon 9
14.10 – 14:20 Metz 21 14.10 – 14:20 Panasonic 5.2 14.10 – 14:20 Fujitsu-Siemens 13

Date: 03.09.2008 Date: 03.09.2008 Date: 03.09.2008

Time Exhibitor Hall Time Exhibitor Hall Time Exhibitor Hall
10:00 – 10:15 Grundig 23 10:00 – 10:15 Toshiba 21 10:00 – 10:15 Sony 4.2
10:20 – 10:35 Philips 22 10:20 – 10:35 JVC 5.2 10:20 – 10:35 Navigon 9
10:40 – 10:55 Metz 21 10:40 – 10:55 Panasonic 5.2 10:40 – 10:55 Fujitsu-Siemens 13

THINK BIG LUXURY PRODUCTS GREEN POWER

Date: 29/30/31/01/02.09.2008 Date: 29/30/31/01/02.09.2008 Date: 29/30/31/01/02.09.2008
Time Exhibitor Hall Time Exhibitor Hall Time Exhibitor Hall
11:00 – 11:15 Siemens 1.1 11:00 – 11:15 De Longhi 3.1 11:00 – 11:15 Electrolux 4.1
11:20 – 11:35 Gorenje 1.1 11:20 – 11:35 Nespresso 1.1 11:20 – 11:35 Bosch 3.1
11:40 – 11:55 Liebherr 2.1 11:40 – 11:55 Saeco 4.1 11:40 – 11:55 Gorenje 1.1
13:30 – 13:45 Siemens 1.1 13:30 – 13:45 De Longhi 3.1 13:30 – 13:45 Electrolux 4.1
13:50 – 14:05 Gorenje 1.1 13:50 – 14:05 Nespresso 1.1 13:50 – 14:05 Bosch 3.1
14.10 – 14:20 Liebherr 2.1 14.10 – 14:20 Saeco 4.1 14.10 – 14:20 Gorenje 1.1

Date: 03.09.2008 Date: 03.09.2008 Date: 03.09.2008

Time Exhibitor Hall Time Exhibitor Hall Time Exhibitor Hall
10:00 – 10:15 Siemens 1.1 10:00 – 10:15 De Longhi 3.1 10:00 – 10:15 Electrolux 4.1
10:20 – 10:35 Gorenje 1.1 10:20 – 10:35 Nespresso 1.1 10:20 – 10:35 Bosch 3.1
10:40 – 10:55 Liebherr 2.1 10:40 – 10:55 Saeco 4.1 10:40 – 10:55 Gorenje 1.1

DESIGN & LIFESTYLE

Date: 29/30/31/01/02.09.2008
Time Exhibitor Hall
11:00 – 11:15 Loewe 6.2
11:20 – 11:35 Sony 4.2
11:40 – 11:55 Siemens 1.1
13:30 – 13:45 Loewe 6.2 No registration is required.
13:50 – 14:05 Sony 4.2
14.10 – 14:20 Siemens 1.1
If you have any further queries,
Date: 03.09.2008 please feel free to contact:
Time Exhibitor Hall
Sinan Arslan
10:00 – 10:15 Loewe 6.2 Project Manager IFA
10:20 – 10:35 Sony 4.2 Tel: +49 (30) 3038-2138,
10:40 – 10:55 Siemens 1.1
Arslan@messe-berlin.com
IFA_D2_2-2_p33-36XP7.qxd:Mise en page 1 29/08/08 19:35 Page 35

TRADE NEWS

MARKET EDUCATION
WITH PUSH/PULL EFFECT
VOGEL’S ADDS VALUE THROUGH BETTER
EDUCATION OF SALES ASSOCIATES AND
END USERS
There are a couple of methods for the promotion of products such as flat
screen mounting solutions. One is through consumer-education and the
other is by educating the sales people how to sell it. We asked Gerdi Vogels
about how they promote their products…
By Richard Barnes

Education is very important.
Of course we use both
methods and the end user
learns about the trends
through staff in the store.
We have sales training to
educate and help them how
to best serve the end-user
and also to advise the best
solutions for the customer.
So training is an important
aspect. Besides this, infor-
mation for the end user is
very important. To help with
that, for example, we have a
flat screen fitter which is a
guiding system that is acces-
sible on the Internet so that
end-users can see which
mounting systems fit their
flat screen the best.
Back to the education,
how is that done?
That depends on the retai-
lers and what they prefer.
We do have sales training
staff that go to the loca-
tion and train the people
in the store, but we also
have training sessions for
the larger retailers where
sales staff come from dif-
ferent locations and we
train them in a more cen-
tralised way. So both are
happening.
In sales of this kind of
product, an important
thing is the attachment
rate (to TV’s) as well as
the amount of units sold.
Is this going up more
rapidly?
A good question. What we
of course do ourselves is to
train people on the best way
to place their flat screens.
What that is, we’re trying to
influence the attach rate
ourselves. So that is where
we are heading in training
and informing to give that
solution. So it is not that we
can say the growth is higher
than expected but just
something we stimulate
ourselves. Naturally we
want the highest attach-
ment rate possible.
How else does Vogel’s
help the retailers?
The way we present our
products is important. Of
course all the POS materials
which we have available to
help the retailers and to
increase the sales is for us
one of the focuses during
IFA. The units have to be
really visible for the end
users who are passing by.
We have a section where we
concentrate on how we can
help the retailers improve
their sales. There are a lot of
things, such as a display of
information giving and
asking the right questions.
The training program is an
important factor here. We
also have Vogel’s Flatscreen-
Fitter database for the avai-
lable retailer. This database,
with thousands of types of
flat screens and the mat-
ching Vogel’s mounting
solution is available via seve-
ral types of media, such as
the Vogel’s website, or in
the shop via customised
dedicated touch screens
matching the retailers
assortment. Our aim is to
make sure that the attach-
ment rate is high as possible
and that the right supports
are in the store. Of course,
the visual aspects are impor-
tant. So there is a whole
concept that we will be
explaining at IFA.
Hall 25 / Stand 118

IFA International • Saturday, 30th & Sunday, 31st August 2008 www.ifa-international.org 35
You expect the best –
luckily for us

InterContinental Berlin – creates new lifestyle experiences.

The InterContinental Berlin is located in the heart of Europe. Perfectly equipped, elegant rooms in outstanding
interior designs. An outstanding Club InterContinental® setting new benchmarks. Sophisticated fine dining in
Hugos Restaurant, high above the Berlin rooftops. The unique Vitality Club landscape, holistic balance for body,
soul and mind. Discerning standards that start where others stop – now, more than ever.

Do you live an InterContinental life?

Call +49 (0) 30 2602 0

or visit berlin.intercontinental.com
IFA_D2_37-40XP7.qxd:Mise en page 1
GOING OUT
Where to go
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 some 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!
I N T E R N AT I O N A L
HOTELS IN BERLIN
Sleeping within a stone’s
throw from the famous
Kurfürstendamm - Berlin
Plaza Hotel
Enjoy the p roximity of the
most famous shopping district
and a huge variety of enter-
tainment. What’s more, these
areas are accessible by all kinds
of public transport. Stay in a
fashionable hotel, eat regional
IFA International • Saturday, 30th & Sunday, 31st August 2008
29/08/08 18:05 Page 37
in Berlin
specialties and let the staff of
the Berlin Plaza hotel spoil you
RESTAURANTS
IN BERLIN
food dishes. Chef Christian
Lohse has already impressed a
24 hours a day during your visit huge number of restaurant cri-
in Berlin. The only two Michelin- tics. Now it is your turn to
enjoy a two star meal.
star restaurant in Berlin –
If you like modern and Fischers Fritz is on the Gendar-
fashionable places, the Berlin Fischers Fritz menmarkt close to the famous
Plaza at the Kurfürstendamm
The Fischers Fritz is an exqui- Friedrichstrasse and the Boule-
is the right place for you to
stay. Satisfy your thirst for site, high class restaurant, vard Unter den Linden. It is
renowned for its excellent sea- located in the luxurious
fashion during a long shop-
ping trip on the KUDAMM and
enjoy your stay in a fashion-
able furnished hotel.
Spend your nights in a classy
hotel room: the walls are
toned in light grey, the
furniture is cream coloured
and the decorative plants and
paintings top off the interior
of your room. Planning a
meeting or party? Let the
hotel staff prepare the right
package for your occasion.
However, the highlight of
the hotel is without doubt
the Knese restaurant. It is a
fantastic insider tip for all
those who are addicted to
Berliner cuisine. Try the
famous Berlin sausage with
spicy curry sauce or other
regional specialties such as
Königsberger Klopse, which is
meatballs in a white sauce
with capers.
Knesebeckstr. 63
10719 Berlin
Tel.: 030-88413 - 0
www.trendset.biz 37
IFA_D2_37-40XP7.qxd:Mise en page 1 29/08/08
Regent Hotel. Once inside, the
seating has been arranged to
ensure the greatest possible
intimacy for the guests. The
rooms and the furniture are in
the classical Baroque style and
in contrast to all that, modern
artwork on the walls. The
menu offers great and creative
choices such as “Gratin of
chanterelles with pea pods and
St. Patrick salmon” or “Rabbit
in aspic with dried tomatoes,
calamari and salsa verde”.
Charlottenstrasse 49
10117 Berlin
Tel.: 030-20 33 63 63
BARS IN BERLIN
Bar Marlene – A bar
worth the name
Marlene Dietrich was born in
Berlin and went on to become
an entertainment icon of the
20th century. The bar at the
Intercontinental hotel is named
after her. The Bar Marlene
radiates an atmosphere of spe-
cial elegance and sophistication.
The wonderful thing about the
bar is that both hotel guests and
Berliners benefit from the great
choice of more than 120 diffe-
rent cocktails. Among these, are
cocktails created especially in
the bar, paying homage to the
actress, Marlene Dietrich, and
featuring names such as “Red
Lola”, “Shanghai Lily” or “Tri-
bute to Marlene”, in memory of
the world-renowned star and
her films.
Adjacent to the Marlene Bar is
the Library, a small library
which is furnished in dignified
English style, featuring an open
fireplace, heavy leather seating
and a small bar. Among other
things, it is popular with film
stars and politicians as a setting
for interviews.
The Marlene Bar, as one of the
few hotel bars in the city with
live music daily, features an
exclusive entertainment pro-
gram (pop, soul, jazz and Latin
America music) from 9:30pm to
1:30am (except Sundays).
With all the pictures of the
actress on the walls, her gla-
mour continues to live on...
Budapesterstr. 2
10787 Berlin
Tel.: 030/-2602 - 0
38 www.trendset.biz
18:08 Page 38
NIGHTCLUBS
IN BERLIN
Visual extravaganza –
Cascade
Ready for an exciting party
night? Perfectly located at the
heart of Berlin, discover the
Cascade Club. Whatever your
dress code is, you are welcome
to join one of the club’s sophis-
ticated party events.
Do you like to party in an
exquisite atmosphere with
great music? And do you like
to dress up for your party
night? Then the Cascade club is
the place for you. Various
lounge areas with leather sofas
encourage you to relax and
chat. The best places are those
next to the huge window with
view of the waterfall on the
stairs. For all those who cannot
sit down, there is an extraordi-
nary dance floor made up of
LED illuminated glass fields. So
get up and dance!
Fasanenstraße 81
10623 Berlin
Telefon: 030-31 80 09 4
CULTURAL
ENTERTAINMENT
Show and dine theatre -
Wintergarten Varieté
What used to be the stron-
ghold of European variety
theatre in the 1920s is now one
of Berlin’s best cabaret and
dining theatre. Every night you
can enjoy one of 3 shows com-
bined with culinary delights.
This great show experience
was brought back to life in the
early 90s. The location itself is
impressively decorated with a
night sky ceiling, sparkling mir-
rors and dark red velvet walls.
While watching the stage per-
formances, the attentive staff
make sure you have everything
you need. The shows are a fan-
tastic combination of live
music, acrobats, clowns, jug-
glers, magicians, comedians,
trapeze acts and a lot more.
The Wintergarten Varieté pre-
sents 3 different shows each
year. “Hotel California” is one
of the shows. It is about three
Berliners travelling to Califor-
nia. There they discover the
music and the easygoing life-
style of the 60s and 70s. The
story is told through acrobatic
acts, artists on roller skates and
underlined by some great
songs of the 60s and 70s.
Hotel California: Wednesday to
Saturday at 8pm, Sunday at
6pm
Variety at teatime: Wednesday
at 4pm and Sunday at 3pm
Potsdamerstr.
10785 Berlin
Tel.: 030 – 25008888
MUSEUMS AND
EXHIBITIONS
Discover Berlin’s
Museums by Night
Have you ever seen the Greek
Pergamon Altar? Do you want
to know more about the Baby-
lon mystery? Then Berlin’s exci-
ting and diverse museum
collections will be the best
opportunity for you to discover
everything from ancient to
modern culture. During the
long night of museums on the
30 August, Berlin’s most inte-
resting and most important
sights and museums will open
their doors until midnight.
“23rd. Long night of
museums’’
From 6 pm until 2 in the mor-
ning, various city museums are
welcome visitors during this
year’s Long Night of Museums.
The event is for many people
as much an attraction as the
city’s numerous sights and tou-
rist attractions. The 23rd Long
night of museums will this year
be run under the theme «Cas-
tles, Parks and Gardens».
Museums, memorials and exhi-
bitions will present their collec-
tions and treasuries providing
a great chance for people who
IFA International • Saturday, 30th & Sunday, 31st August 2008
GOING OUT
are busy during the day to take
in historical collections and art
works after a long day at the
IFA show.
30th August 2008, from 6pm
to 2am
CASINO
Gaming and excite-
ment – Casino Berlin
It feels as if your blood is rushing
through your veins, your pulse
accelerates. One minute ago
you’ve almost lost everything and
now the tide has turned. Maybe
this time it is your turn to win?
Enjoy the thrill of gambling at
Casino Berlin am Alex.
Try your luck at Casino Berlin
Ready for a surge of adrena-
line? Then the Casino Berlin at
the Park Inn at Alexanderplatz
is the place to be. The Berlin
Casino offers a fabulous club
atmosphere with classic Ameri-
can games. The Casino Berlin is
likes to call itself the most
exclusive Casino in Germany.
Located on the 37th floor of
the Park Inn skyscraper, ten-
sion and the excitement is pal-
pable among the crowd. Let
your pile of chips grow at the
Black Jack table. Or maybe you
are one of the million people
of the highly popular Poker
movement in Germany? This is
your chance to play with peo-
ple from all over the world. Or
what about American Rou-
lette? Try your luck! And above
all, enjoy the view through the
large panorama windows.
im Park Inn Berlin-
Alexanderplatz
Alexanderplatz 8
10178 Berlin
Tel.: 030-42812600
IFA_danke.ps:Mise en page 1 28/08/08 21:01 Page1
 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

XL2_Flower_IFAShowDaily_250x353.indd 1 14.08.2008 11:26:31 Uhr