Javier Foncillas, Dolby Vice President of Commercial Partnerships and Global Sales, gave an exciting presentation of the brand’s innovations (including Dolby Atmos FlexConnect, Dolby Atmos for Cars…) at the IFA Kick-Off back in July, building anticipation for Dolby’s presence at the show this year. IFA International spoke with Mr Foncillas about what visitors can look forward to from the brand as well as some of the upcoming trends he expects for the industry.
What kind of experience is Dolby bringing to IFA this year? We mainly work through partners, including European brands, Chinese brands, Korean brands, etc. and they give demos with our technology. We try to support them, so our engineers will make sure their demos are up to our high sound-quality standards. We also have our own stand where we will show some additional innovations along with our car partner NIO. This year is going to be a very special year at IFA because we’re going to set up some of our own environment, in particular at the NIO house, where we will be able to show visitors what the atmosphere Dolby Atmos sounds like in a car. It’s such a different experience designed specifically for cars that you can’t really do on a booth. Dolby is also hosting a stage day at IFA on 8 September.
What are some of the main trends in the industry right now? We’re trying to find ways to bring all these different devices into the living room in the most natural way possible. If you buy a wireless speaker for example you’ll want to connect it to your TV or your soundbar. So we’re trying to find ways to make them all work together in a non-canonical form, which means you don’t have to find the ideal spot for the speaker. You can put it wherever it fits. This is also true for a home theatre system, which we can use and integrate with the Atmos experience. I think we’re going to see a lot more devices along the lines of Samsung’s Music Frame speakers that look like a picture frame.
Hall 12 / Stand 120
Dolby Stage Day THE 13 Hall 13 8 Sept. 2024
Dolby @ NIO House NIO House Kurfürstendamm 11, 10719 Berlin 5-7 Sept. 2024 10:00a.m. to 6:00p.m.
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