IFA Bis Nachher!

IFA Berlin has been a feature in my calendar for many years, and since 2015 I have been reviewing the event for ERT.
Unfortunately the 2021 incarnation didn’t happen as many brands were pulling out and therefore made the event unviable, but I’m confident that the show will be back with a bang next year!
To quote the organisation itself “IFA in Berlin presents the latest products and innovations in the heart of Europe’s most important regional market. Only IFA offers such a comprehensive overview of the international market and attracts the attention of visitors from more than 130 countries each year”. Looking back to 2019, LG showcased its Roll, the OLED TV that rolled neatly into its own cabinet to disappear from view. Here in 2021, it is now available to buy at a princely price of just over £100,000, which is of course out of the reach of most people. However, an important consideration is, would it have ever been conceived if it wasn’t intended to be a showstopper at IFA? Whatever the reasons LG chose to create this stunning piece of kit, the brand has paved the way for others to now copy the concept and intrinsically bring the average price down to make it the de facto TV form factor for many.
So proof in point that IFA is the innovation hot spot that drives brands to go deeper and further in understanding what consumers may need before they even realise it, creating categories and technology which will in time become commonplace to all.

Smart Everywhere


In 2015 the buzz was the smart home and there were many who huddled around brand displays at IFA gasping at what was possible with connected devices. Each year the innovation developed and today it’s almost nonsensical to consider that any home doesn’t have or want smart devices – from TVs and voice-activated speakers, to security and entertainment solutions – in their possession.
Taking a whistle-stop-tour of the years and it’s a similar story of innovation, but a progressive journey for the Berlin showcase to evolve into something fresh, never boring or the same. Those exhibitors never failed to deliver a great experience and their immense pride in showcasing their new technology was clearly evident.
Surprise and delight did many brands from all categories, and in 2016 it was LG which outdid everybody with its walk-through 4K display tunnel. This took the visitor on a truly immersive journey of LG technology with a beautifully executed experience that became the undisputed talking point of the event that year.


Voice Of The Future


Moving on to IFA 2017, I reported that the ‘vibe’ was one of progress, a move forward, improving what is already available, innovating through integration to bring the smart home closer to normality and Artificial Intelligence (AI) truly recognised by consumers as no longer being the domain of fantasy but reality, with compatibility across more products. This became rapidly more realistic over the following two years.
In 2018, Google’s Assistant was all over Berlin as more and more brands were building voice activation into their products. Assistant-enabled products were popping up across a host of categories. From laundry with Hoover Candy, cooking with Electrolux, to smart watches from TicWatch, thermostats from Netatmo, and doorbells from Ring, the tech also extended to TVs from Toshiba, Hisense, LG and Panasonic. The dominance of voice assistants was most definitely the story that year.
Building on this in 2019 was the prevalence of voice control and AI-controlled products. Almost every brand and category has either one or both of the two leading voice assistants becoming inbuilt and connected, increasing the smart home ecosystem across almost every device, MDA and wearable.
What voice has done to bring AI and smart technology into consumers’ lives is quite possibly one of the most disruptive technologies to have been created, changing how we interact with our technology, its interface and what it can do for us from a social and macro perspective. This was evident in the exhibition at IFA 2020 – which was an extremely smaller, intimate and socially-distanced affair. The event organisers had done a superb job at keeping the CE industries key event open, albeit just to trade visitors and not the general public. The effects of the pandemic were recognised and obvious as a driver of investment in R&D. The key shout-outs last year set a trend for brands seeking to be the first choice for consumers to integrate with their smart home.


See You In 2022!


If you consider that in the five years that I’ve been writing about IFA, excluding 2021, the average attendance per year is 245,000 with an estimated 150,000 coming from trade to visit the almost 1,800 exhibitors. It’s an awesome show on a scale that makes it on par, if not better, than its transatlantic rival.
The need for IFA to return in 2022 in its original format is essential for the industry, however I fear the savings made over two years may encourage many brands to scale back attendance and investment. This approach will inevitably mean a new format and potentially a hybrid event on a smaller scale. The impact of this approach may not only hold back creativity and innovation, but also the ability for start-ups and consumers to be inspired to carry the wave of technological innovation.
Whatever becomes the format for 2022, creating a space like IFA to bring innovation together and measure the reaction of your peers and consumers is key in the evolution of categories – existing and new. What the pandemic achieved for brands was an opportunity to reset, rethink and enhance their proposition to meet the needs of people’s changing lifestyles, which as a result have become ‘normal’. The use of home technology has been impacted immensely, with adapted living spaces supporting various changes in lifestyle. And IFA is crucial to this development.
I hope to see you and maybe several hundred thousand more in Berlin, 2-6 September 2022 at the most inspiring global tech event imaginable!

Article published by ERT

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