IFA Berlin To Go Ahead In September

John Thomson


Published: 05/19/2020 02:02:34 PM EST in Industry

IFA Berlin To Go Ahead In September

After reporting on one cancellation after another, German trade event IFA, has been given the go-ahead to take place in 2020 as a real-life event in Berlin, based on a special concept that puts health and safety first. Taking place over just three days from September 3rd to 5th, this year's IFA 2020 Special Edition falls well within the restrictions imposed by the COVID-19 pandemic. The invite-only event will put strict limits on the number of attendees and focus on IFA's four global core functions, which are:

1.an innovation showcase for brands;
2.a platform for cutting-edge technologies;
3.a sourcing event for OEMs and ODMs; and
4.a marketplace where retailers and brands can come together.

IFA 2020 will be the first opportunity for the consumer electronics and home appliances industries to present new products and services directly to media and by extension, to consumers and trade. The event also comes at a crucial moment for brands, manufacturers and retailers around the world, just ahead of the year's most important shopping season stretching from Black Friday and Singles Day to Cyber Monday, Christmas and beyond.

Jens Heithecker, the Executive Director of IFA Berlin, said: "After all the event cancellations during these past months, our industry urgently needs a platform where it can showcase its innovation, so that it can recover and rebound. The recovery of our industry starts here at IFA Berlin." While virtual events were useful, they were "missing the immediacy, hands-on experience and human connections that make events like IFA Berlin so incredibly useful" Heithecker said.

The concept for IFA 2020 was developed in close collaboration with public health authorities in Germany to ensure the health and safety of all participants. The organizers will make sure that social distancing, careful crowd control and other effective public hygiene measures are all in place. As a result, IFA 2020 will not be open to the public, but run as an invitation-only event.

This year's IFA will effectively be run as four stand-alone events, with no more than 1,000 attendees for each event per day. While the organizers hope that the overall public health situation will improve between now and September, they have decided to err on the side of caution and meet the strictest safety standards possible.

The four IFA 2020 events are:

IFA Global Press Conference
IFA has moved its Global Press Conference, which usually takes place in April, to September and turned it into this year's Global Showcase for Innovation and Technology.

The Global Press Conference will invite around 800 journalists covering 50+ countries to Berlin, so brands and manufacturers will be able to show journalists their latest products. All keynotes and company press conferences will take place on just two or three keynote stages curated by IFA. This keeps the numbers down for the on-site production staff and ensures that the highest hygiene standards are observed both on stage and in the seating area for media. In addition to company press conferences, industry partners will have the chance to create smart company and brand presentations for interviews and further talks with media representatives. For journalists, this will be the most efficient way to cover the technology and will be one of the first opportunities after the beginning of the pandemic to see new products all in one place.

The opening keynote for this year's IFA will be delivered by Cristiano Amon, the President of Qualcomm, a global leader in mobile connectivity. Qualcomm's president said he is looking forward to giving the keynote and addressing the importance of connectivity during these unprecedented times. Mr. Amon will speak about the company's latest developments in 5G, AI and other key technologies that will drive the future of the Internet and deliver the devices and capabilities the world needs.

IFA NEXT meets IFA SHIFT Mobility
For this year only, IFA will combine its two innovation platforms - IFA Next and SHIFT Mobility - for an exclusive live event for the international tech community. The event will bring together technology start-ups and companies in the connected mobility sector, to help them get the much-needed lifeblood of publicity and industry connections.

IFA Global Markets
During the past three years, IFA Global Markets has grown to become Europe's largest sourcing show for OEMs and ODMs. Now it will be this year's first dedicated sourcing show in the world. The message from IFA's industry partners has been clear: the industry needs a sourcing show to repair and restructure its supply chains hit by the disruption of the COVID-19 pandemic.

IFA Business, Retail & Meeting Lounges
Every year, IFA Berlin is a leading marketplace for consumer electronics and home appliances. In 2019, for example, brands and retailers struck deals worth more than 4.7 billion euros during the event in Berlin. While the pandemic will make it impossible to replicate this level of deal-making and networking, IFA Berlin will curate the IFA Business, Retail & Meeting Lounges to give brands and manufacturers the much-needed opportunity to meet retailers in a safe and efficient manner ahead of the year's all-important shopping season.

Virtual IFA Experience
The organizers know that interest in attending IFA 2020 will far outstrip the available places, while some people may still be subject to travel restrictions. That's why IFA will offer everybody virtual opportunities to be part of the IFA Berlin experience. Hans-Joachim Kamp, Chairman of the Supervisory Board of gfu Consumer & Home Electronics GmbH, the organizer of IFA, said: "IFA Berlin is the most important event for the consumer electronics and home appliances industry. These past few weeks, we have worked very closely with the IFA team to develop a concept that gives all our industry partners the platform they need to talk about their innovations."

Dr Christian Göke, CEO of Messe Berlin, commented: "Our IFA team really has pulled out the stops for this one. I'm incredibly proud of how they have tackled this challenge and come up with a solution for IFA 2020."

 





Article Tags:  IFA, Berlin, Covid-19, September 2020,

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IFA Berlin To Go Ahead In September








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