As IFA makes ready for its special 100th anniversary edition, Dr Sara Warneke, Managing Director of IFA organiser gfu Consumer & Home Electronics, spoke to IFA International about the show’s lasting appeal and shared some of this year’s highlights
IFA Berlin is a show that’s not only become synonymous with innovation, but has continued to build on its prominent position through continuous evolution. Dr Warneke explains how the show has remained relevant thanks to its capacity to adapt and meet the industry and visitors’ shifting needs.
This is a big year for IFA and gfu with IFA’s 100th anniversary. What factors have contributed to the show’s lasting success across its long history? One of the main reasons for the continuing interest of exhibitors, partners, the media, and the public is the fact that IFA is continuously evolving to meet the market and visitors’ needs. You can especially appreciate this in our new name: IFA Berlin – Innovation For All. IFA has always stood, and will continue to stand for innovation. If you look at the show’s history, you will realise that over the years a large number of innovations and technical milestones have celebrated their premieres here.
The broadening of IFA to include home appliances from 2008 onwards has enabled us to expand the show’s circle of interests once again and in that context, we can also recognise interactions with the consumer electronics sector. In addition, IFA is not only open to trade visitors, but also to the general public. Where else can consumers get so close to leading technology and experience so many world premieres?
How has IFA evolved to ensure that it remains relevant now and in the future? To ensure that IFA remains dynamic, significant and forward-thinking, we have made some important enhancements to the show. Through our recent joint venture with Clarion Events, a leading partner in the events sector, we are more well-positioned than ever. Clarion’s expertise and innovative ideas are helping us to take the show to a new level.
“IFA offers a unique platform for getting to know the most important and attractive players in the industry, all in one place.”
We are also continuously developing IFA into a cultural experience with events like the Bryan Adams concert this year. Instead of a traditional trade show, we are offering something exciting that appeals to a broader audience. We are incorporating more interactive presentations, live demonstrations and networking events as well to ensure that both trade visitors and the general public can experience real added value when they come to IFA.
What are some of the key highlights visitors can look forward to at this special edition of IFA? Visitors can anticipate exciting themes and content, such as AI and its potential, top-notch conferences and events. But above all, of course, a great mix of our major brand exhibitors and exciting start-ups. And, as with every edition of IFA, the innovations and premieres that will attract technology enthusiasts from around the world. IFA offers a unique platform for getting to know the most important and attractive players in the industry, all in one place.
What are some of the major trends impacting the industry right now? Spending is shifting. Consumers are once again spending more on activities outside of the home, like travel. We are seeing this trend both in electronic consumer goods and in household appliances. In addition, prices for travel have risen considerably, which means people have less money to spend on electronic devices. Nevertheless, we are observing a levelling off of the reluctance to spend, which offers a ray of hope on the horizon.
Gfu has highlighted the significance of AI for the industry. Can you tell us about this? The importance of AI in the industry cannot be stressed enough: it is a crucial game changer. As shown in the study we conducted with our strategic partner Oliver Wyman in May, almost 95 per cent of the companies surveyed are already using AI in at least one business area. It is particularly noteworthy that 68 per cent have implemented AI in three or more. This shows how strongly the industry has assimilated AI and how broad its application possibilities are.
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