Because of the corona pandemic, the electronics trade fair IFA was shortened to three days two years ago and thinned out considerably. In 2021 it was even canceled completely. Now the fair wants to start again.
Europe’s largest trade fair for consumer electronics and household technology, the IFA Berlin, wants to find its way back to its old strength after a forced break due to Corona. “We want to give back to retailers, buyers and industry representatives what they need after the pandemic – a common place to position the global tech industry for the future,” said David Ruetz, Senior Vice President IFA 2022 at Messe Berlin, on Thursday.
This goal can only be achieved together with the consumers. Talking about the latest innovations and trends is not enough. “It’s important to introduce them to the general public. What’s new? What’s the added value? And how can I use the product? These are the questions that an IFA visit to Berlin will answer,” said Ruetz. The IFA manager thus spoke out against considerations of gearing the trade fair more towards the specialist audience.
Further strategy of the IFA unclear
However, the further strategy of the fair, which was first held in Berlin in 1924, is unclear. So far, the IFA has been organized jointly by the industry association gfu and the Berlin trade fair company. The contract between the gfu, which holds the naming rights to the IFA, expires in 2023. According to media reports, gfu wants to further develop the IFA together with the event group Clarion. In this scenario, the Berlin trade fair would only act as the lessor of the site. In extreme cases, the IFA would no longer take place under the Berlin radio tower for the centenary, but in another city.
The IFA received support from the digital association Bitkom on Thursday. “The concept of the IFA is very clear,” said Bitkom CEO Bernhard Rohleder. At the fair there are devices to touch and try out. Therefore, it makes sense to attract private visitors to the exhibition center. It was also a sensible decision years ago to expand the trade fair to include “white goods”, i.e. household technology.
According to an investigation by Bitkom, after two years of the corona pandemic, the market for consumer electronics is leveling off again at the old level. “The extraordinary effects from 2021 and 2020 are ebbing away,” said Rohleder. “The consumer technology of the future now needs new perspectives. With the Metaverse, a scenario has opened up that can significantly shape the market.” The metaverse is a virtual, three-dimensional extension of the real world in which you move as a digital twin or avatar to play, talk or work.
IFA manager: “The big names are here”
IFA manager Ruetz said the fair was the “technology event of the year”. “The big names are there.” He referred to exhibitors such as AEG/Electrolux, AVM, Grundig, Bosch, Haier, Huawei, Jura, Liebherr, Miele, Panasonic, Siemens, Samsung and TCL. On the other hand, the Japanese electronics giant Sony is not represented.
The IFA 2022 officially starts on Friday, September 2nd. Admission is every day until September 6 at 10 a.m. The IFA is open to all visitors daily until 6 p.m.
Source: Stern
Jane Stock is a technology author, who has written for 24 Hours World. She writes about the latest in technology news and trends, and is always on the lookout for new and innovative ways to improve his audience’s experience.
