Happenings in Germany

Berlin electronics show is a beacon for consumers and manufacturers

Consumer electronics companies have particularly high hopes for this year’s international Consumer Electronics and Home Appliance Fair in Berlin which opens its doors from September 4-9.

The event comes at a time when the sector is suffering from the credit squeeze after years of growth spearheaded by the boom in demand for flat-screen televisions.

Consumers and companies are no longer in the mood for spending money and sales have been declining for a number of years. With that in mind a high-profile exhibition comes at just the right time.

The IFA is therefore set to be as big as it was last year. Some 200,000 square metres of floor space are available this time around too and fair organisers are delighted to welcome back Pioneer and Sennheiser, who both took a short break from the event along, with cellphone provider Vodafone after an absence of three years.

As in previous years televisions are likely to dominate. Flat-screen models are improving by the year: Manufacturers are busy improving the picture quality of LCD models and new technology such as LED-Backlights enable these to be made thinner and more elegant in appearance.

At the same time, falling prices owing to the over-production of LCD panels are causing the industry a headache. Much to the delight of consumers who can expect to pay the same for products which are getting better every year.

The sector hopes an increase in the number of broadcasters switching to the high-definition HDTV format will provide renewed impetus. In Germany the two major public service broadcasters ARD and ZDF began test transmissions to coincide with the World Athletics Championship in Berlin. The commercial channels are set to follow suit soon.

Another trend is the increasing demand from viewers who want to watch programmes from the internet on the family TV set. A growing number of makers will be showing televisions which use an internet link to download or stream photographs, videos or news from the web straight onto the TV screen.

Developments in the field of 3D television are bringing this futuristic format closer to reality. With 3D cinema gaining a firmer foothold, similar facilities for home use are longer something from the realm of science fiction.

The makers of Blue-Ray discs are keen to profit from any increased demand for 3D films since the silver disc which was designed to oust the DVD is not selling as well as the industry had hoped. Sales of Blue-ray discs are gradually increasing yet the conventional DVD still take the lion’s share. One of the reasons is that many consumers shy away from the high cost of buying a new player for the expensive Blu-ray discs themselves. On top of that, the range of feature films available to download from the internet is increasing all the time.

Home networks used to connect devices which feed music, films and photos from room to room are also set to become more popular. Interest is growing – after all, more and more people are downloading music from the internet and these days virtually all photos are taken using digital cameras. Both formats are stored on the computer’s hard disc and consumers are prepared to pay for user-friendly devices which can bring data like this in the living room.

Home appliances such as washing machines and cookers were shown at the IFA for the first time last year and the range on show is due to be extended for the latest event. The focus is on bold design, technical innovation and the green credentials of the products, something to which an increasing number of consumers are paying attention.

www.ifa-berlin.de