IFA Berlin 2008: O P E N I N G R E P O R T

IFA 2008: Largest and most range of exhibits ever
Most international IFA, covering the largest area

IFA gives an important boost to the economy -
Outstanding supporting programme with fascinating discussion forums – Intensified partnerships with specialist dealers – Massive international media interest – Highlight of the year for the public – Temporary halls set up to increase display area

With some 122,000 square metres of rented display space IFA 2008 occupies the largest area in its history. For the first time this also includes an additional 11,000 square metres of temporary halls. With a record participation by 1,245 exhibitors from 63 countries (last year: 1212 exhibitors/ 32 countries) it is more international than ever before.

Exhibitors from Thailand, Indonesia and Vietnam are taking part for the first time, along with those from Brazil, Argentina and Colombia. As Dr. Christian Göke, Chief Operating Officer of Messe Berlin, pointed out: “The substantial increase in exhibitors from other countries is the result of many years of work on international markets. Our success in increasing the international dimension of IFA is confirmation of our basic strategy.” As the largest European and international order-writing trade show and trade fair for the public, IFA has surpassed the successes of previous years.

The combination of consumer electronics and home appliances creates an unprecedented diversity, making this the most attractive platform for international dealers, buyers, consumers and the industry. With their impressive presentations for visitors and the trade the new exhibitors from the domestic appliance industry will be providing evidence of their market strengths. They will also expand the portfolio of the leading trade show for consumer electronics with exciting presentations that also exert an emotional appeal, as providing a new way of learning about their products.

In addition to strong representation from the trade and industry in the European core markets, IFA is also becoming increasingly important as a marketing instrument and a platform for presentations for companies in Asia and America. Foreign exhibitors account for more than 66 per cent of the total, and their involvement has helped to make IFA an even more international event.

According to Dr. Rainer Hecker, Chairman of the Supervisory Board of the organizer of IFA, Gesellschaft für Unterhaltungs- und Kommunikationselektronik (gfu), “The successful IFA concept forms an excellent basis for long term success for the industry and for dealers. We shall be providing visitors with a very broad, high quality range of brand products in Berlin. IFA has established a reputation for introducing a whole range of new technologies and products. Moreover IFA provides a unique forum for announcing new developments in media policy,” Dr. Hecker stated.

Dr. Christian Göke, COO of Messe Berlin, believes that the strategic importance of IFA makes it the international meeting place for the media and visitors, but above all the world’s pre-eminent platform for the industry and for specialist dealers.
Dr. Christian Göke: “The number of exhibitors from other countries this year is among the largest of recent years. Consequently all the indications are that this will be a successful event.”

“With orders totalling 2.75 billion euros (2007) IFA is the main European market place and one of the largest in the world for the CE sector. This is a result of close cooperation between IFA and the trade and its organizations. In 2008 the traditional partnerships with the international trade are being intensified again”, Dr. Rainer Hecker added.

IFA gives an important boost to the economy

Hans-Joachim Kamp, Chairman of the Consumer Electronics Division of the ZVEI (Zentralverband Elektrotechnik- und Elektronikindustrie e.V. – Main Association of the Electrical and Electronic Industry) and Vice President of the ZVEI, described the market situation as follows: “Throughout Europe the first six months of 2008 were extremely successful for consumer electronics products. Much of this was due to traditional entertainment electronics products, especially innovative flat screen TVs. Sporting events such as the European Football Championships and the Olympics have helped to boost sales. In view of the positive influences on the market so far, for the second half of 2008 we expect growth to slow considerably. As the annual highlight for the industry, the world’s leading trade show for consumer electronics and the main venue for orders, IFA is expected to provide a significant impetus to the industry, and consequently a generally positive development in the consumer electronics market can be expected.”
Much of the growth of the CE sector is attributable to innovative, digital products. Despite the slowdown in the economy they top the list of consumers’ preferences. There are still more than 170 million items of equipment fitted with valves in European homes, and this will lead to a high level of demand for replacements over the coming years.

As the world’s leading trade show for consumer electronics IFA 2008 is presenting the entire range of new products from a dynamic and innovative sector. With everything from giant flat screens to the tiniest TV mobile phones, from mobile media players to complete home cinema – IFA is presenting fascinating highlights from every area of entertainment.

At IFA, leading companies from the electrical home appliances industry are represented in the new HomeAppliances@IFA section. Dr. Reinhard Zinkann, Chairman of the Electrical Domestic Appliance Division of the ZVEI and a member of the board of the ZVEI has described the market for these appliances as follows: “Europe is the world’s largest market for electrical domestic appliances, which is why we need a strong trade show in Germany. IFA is one of the most important trade shows anywhere in the world, which makes it the ideal platform for all the world’s leading brands.”

The new domestic appliances making their first appearance at IFA reflect a worldwide trend for more comfort in the home and for healthier eating. The trend towards healthier nutrition using methods intended to retain more nutrient properties is reflected by the keep-fresh systems of modern refrigerators, and by steamers, either stand-alone or built into ovens.
“Currently, levels of economic performance in the home appliances sector are very varied. There are downturns in important markets such as Italy, Spain and the UK, but by contrast growth in France and Eastern Europe, for example. In Germany, growth during the first six months of the year was close to three per cent, and despite general consumer reticence we expect an overall annual increase of four per cent. The rising demand for brand-name appliances and for quality will sustain this growth. Political and social discussions about CO2 emissions and climate protection are influencing consumer trends. There is a wide gulf between the willingness to purchase environmentally friendly products and concrete action in this respect. Demand is failing to keep pace with supply, and a combination of efforts and measures by the industry, the trade, politicians, consumer organizations and the media is needed to overcome this discrepancy,” Dr. Zinkann concluded.
Outstanding supporting programme with fascinating discussion forums
IFA has traditionally provided a platform for discussions about issues of topical interest to the industry and about changing directions in media policy. Consequently trade visitors will not only be able to obtain detailed technical information on the exhibitors’ stands this year but also from more than 80 outstanding specialist events and forums with leading figures from the industry.

The IFA International Keynotes will form the focus of attention for the media and trade visitors. On 29 and 30 August leading managers from the industry will be devoting their attention to current issues, topics and trends from various areas of consumer electronics and also, for the first time, from the electrical domestic appliance industry. The IFA International Keynotes 2008 is an exclusive event attracting leading figures such as the presidents of Samsung Digital Media Business - Dr. Jongwoo Park, the worldwide CEO of Philips Consumer Lifestyle - Andrea Ragnetti and the CEO of BSH Bosch und Siemens Hausgeräte - Dr. Kurt-Ludwig Gutberlet.

Under the heading of medienwoche@IFA the Berlin Media Week 2008 will be taking place in direct association with IFA for the first time from 29 August to 5 September. The conferences, panel discussions and keynote speeches involving the Media Board, Medienanstalt Berlin-Brandenburg and the gfu, the organizer of IFA, will combine to form a joint congress programme for the first time. Starting on Monday,1 September, the Congress will meet at the ICC to discuss current issues involving media policy and media regulation, and will also be presenting new subject matter, new business models and new forms of distribution for the world of digital media. One of the highlights will be an exclusive keynote address by the Director General of the BBC, Mark Thompson, on Tuesday morning, on the subject of “Public Service Broadcasting and New Media” with an introduction by Lutz Hachmeister (Institute for Media Policy).

This cooperation provides visitors to the trade show and congress participants with a coordinated conference programme this year, which incorporates the future prospects for media policy, the content and equipment industries. In addition to providing a forum for discussions it provides visitors to IFA with direct access to the latest innovations in consumer electronics.
IFA 2008 will be presenting its serviceforum@IFA in the form of a panel for the third time. It is now well established as a meeting place for specialist dealers and markets, retail chains in the consumer electronics and electrical domestic appliance sectors, specialist trading and craft trade businesses, industry and the media. The serviceforum@IFA is an event organized jointly by BVT, ZVEH and ZVEI (Consumer Electronics and Electrical Domestic Appliance Divisions) with the support of Messe Berlin and Gesellschaft für Unterhaltungs- und Kommunikationselektronik (gfu). The serviceforum@IFA takes place on 31 August.
An event chaired by Sabine Christiansen will report from IFA 2008 on various aspects, including the CNBC format “Global Players”. This outstanding programme will feature an inter-national dialogue involving top decision-makers from business and politics. Three exclusive panel discussions for a selected group of participants will provide industry experts with details about the following subjects. “Web 2.0: How does con-vergence connect consumers and businesses?”; “How are consumers changing the way they buy CE?”; “How ‘Green’ is ‘Green’ really in Consumer Electronics?”. The third panel will feature in a television broadcast by CNBC.

The success of the US panel which was first organized for an international press conference in April has led to its continu-ation at IFA in Berlin. The exclusive discussion forums involving leading journalists from the USA will comprise three debates on topical consumer electronics issues (“Guessing Apple’s next move”), electrical domestic appliances (”Consumer Electronics and White Goods: The interactions between the markets in the U.S. and in Germany”), and the subject of blogging (“Blogging in Germany and the US: What German Bloggers could learn from their US-colleagues”).

Intensified partnerships with dealers
To give specialist dealers access to the entire range of consumer electronics and the electrical domestic appliance industry at one location the gfu and Messe Berlin have been able to enter into cooperation with another strategic partner, EK/Servicegroup, at IFA 2008.

The leading international cooperative groups of specialist dealers, ElectronicPartner, EURONICS International, expert International and telering, will be continuing their partnerships at IFA 2008. The purpose of these strategic partnerships is to ensure that the world’s leading trade show focuses even more on the interests of cooperating dealers.

Dr. Christian Göke: “Trade is the central issue at IFA. The combination of consumer electronics and electrical domestic appliances offers dealers and trade visitors a range of products of unprecedented diversity. For trade visitors IFA 2008 again provides a number of outstanding services such as Fast-Lane access via what is literally a red carpet in the entrance area, admission two hours before the official start of the fair, exclusive International Keynotes and the Dealers’ Breakfast.”

Temporary halls set up to increase display area
The leading brands from the electrical domestic appliance industry will be exhibiting in Halls 1.1. to 4.1. The International Trade Visitors’ Reception will be located at the South Entrance between Halls 1.1 and 2.1.

New, temporary halls occupying an area of 11,000 square metres have been set up to house the “International Halls”, which were previously located on Level 1 on the southern section of the Exhibition Grounds. One of the particular highlights here will be the “Taiwan Image Hall”.

Massive German and international media interest
The international media will again be displaying keen interest in IFA 2008 in Berlin. In addition to their live coverage, radio and television stations will be making use of IFA as a means of establishing direct contact with their listeners and viewers, to inform the public and trade visitors about their programmes and projects, and not least of all, to provide some varied and diverse entertainment for visitors to the fair. Over 20 German and international radio and television stations are represented this year, ensuring massive media interest in IFA. The leading German television networks, ARD, ZDF and RTL, can also be found on their own stands in the halls.

Highlight of the year for the public
Messe Berlin and Gesellschaft für Unterhaltungs- und Kommunikationselektronik (gfu) are optimistic of exceeding last year’s attendance figure. “For its visitors IFA will present a fascinating voyage of discovery, taking in advanced innovations and technologies. Countless shows and concerts, in the IFA Summer Garden and on the many exhibitors’ stages, will present some of the very finest entertainment”, according to Dr. Rainer Hecker. Among the celebrities attending IFA 2008 will be the following: Sportschau presenters including Günther Netzer and Gerhard Delling; TV presenters such as Sandra Maischberger, Anne Will, Frank Plasberg and Inka Bause, Jürgen Karney and Sandra Wagner; top chefs, among them Ralf Zacherl, Kai Böcking, Christian Mittermeier, Tim Raue, Christian Henze, Alexander Herrmann, Alfons Schubeck and Jürgen Koch; a variety show with trapeze artists, and leading boxers, including Nikolai Valuev and John Ruiz; the manga artist Marie Sann, and some leading names in the world of comedy, among them Kurt Krömer and Chin Meyer; actors including Alexandra Kamp, Jaecki Schwarz and Wolfgang Winkler; well-known names from TV series such as Lindenstrasse, Marienhof, Verbotene Liebe, Rote Rosen and Sturm der Liebe.

Messe Berlin and Gesellschaft für Unterhaltungs- und Kommunikationselektronik (gfu) are confident that visitor attendance will be higher than last year. Dr. Rainer Hecker: “For visitors IFA will be an exciting journey of discovery, exploring tomorrow’s innovations and technology. In the IFA Summer Garden and on the many stages organised by exhibitors numerous shows and concerts will ensure top-class entertainment.“

Press contacts:
Messe Berlin GmbH

Michael T. Hofer
Group Press and Public Relations
Director

IFA

Nicole Jahn
Press Officer
Messedamm 22
D -14055 Berlin
tel.: +49 30 3038-2217
fax: +49 30 3038-2071
jahn@messe-berlin.de

gfu
Press and Public Relations
Roland M. Stehle
tel.: +49 911 3777900
fax: +49 911 3777901
stehle@gfu.de

IFA 2009
4 to 9 September

Management: Raimund Hosch (CEO), Dr. Christian Göke
Chairman of the Supervisory Board:
Dr. Ralf Corsten
Companies Register: Amtsgericht (District Court) Charlottenburg, HRB 5484 B

For additional details:
www.ifa-berlin.com
www.gfu.de
www.messe-berlin.com

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