THE VISION FOR A “SEAMLESS LIFE”

Siemens helps flow in a connected kitchen

Roland Hagenbucher, CEO Siemens Home Appliances Germany shares how Siemens’ vision for a “seamless life” is evolving this year .

This year, we are inviting our visitors to the Siemens World, where, in a host of different scenarios, we are showing how our home appliances become interactive partners, motivators, and sources of inspiration. Here, connectivity, smart technology and design interact in such a way that everyday life becomes increasingly easier to manage. This is how we are helping people worldwide cope with the complexity of our times and making it easier for them to realize their own personal wishes.

Which cities are you featuring at the stand in this respect? Can you tell us a bit more about what we can see there?

From New York, Shanghai, Rio, or Cape Town, in the Siemens World, our visitors can take a trip that takes them from one vibrant metropolis to the next. We show the exciting possibilities of urban living, and how people can discover them with Siemens home appliances. With our scenarios, they are immersed at each station in the special Siemens way of life, experience its special fascination, and draw inspiration from new trends.

WITH OUR SCENARIOS, IFA VISITORS ARE IMMERSED AT EACH STATION IN THE SPECIAL SIEMENS WAY OF LIFE, EXPERIENCE ITS SPECIAL FASCINATION, AND DRAW INSPIRATION FROM NEW TRENDS.

How are adoption rates going with regard to people using “smart” appliances?

We are very satisfied, and this will grow since smart home appliances will establish themselves more firmly over time. For the past two years, we have been offering connectivity not only in the iQ700 and iQ800 premium class but also in the iQ500 range.

What does your research show when it comes to wants and needs of consumers?

From our surveys we know that managing housework faster and more easily is just one of the needs met by our appliances. But people also want to express their own lifestyle and underline their status. The kitchen has permanently replaced the car as the number one status symbol. However it’s also about self-fulfillment and even happiness, more than a third of the interviewees get into a flow when cooking.

With all of these concerns, smart technologies such as automatic programmes, voice control, and remote control via smartphone and tablet are becoming increasingly relevant. Our studies clearly show that more and more people are interested in these “future technologies” and, consequently, they often turn up in wish lists.

What are some concrete examples (at IFA) of how you are rolling out solutions to these issues?

A wonderful example is our new activeLight cooktop, which is the perfect combination of smart technology, design, and innovation. It hardly needs any operation, and simply follows what the user does. Instead of the conventional cooking zones, there is an animated, blue light matrix underneath the ceramic surface. It responds to all the cook’s actions, inspiring a whole new form of interaction.

How important is IFA for Siemens as a platform to promote and network?

IFA is one of the highlights of the year for us, and one that we are very much looking forward to attending it. It’s where the industry meets up, where we present our new products for the first time to a broad international audience. That’s why IFA is very important to us as a communication, trade and networking platform.


Photo: Roland Hagenbucher CEO Siemens Home Appliances Germany