With IFA Berlin being 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, a broad number of key industry players have given their support to this year’s “exceptional” show format.
Taking place over just three days – from 3 to 5 September – this year’s IFA 2020 Special Edition falls well within the restrictions imposed by the COVID-19 pandemic, putting strict limits on the number of attendees at the Messe Berlin show grounds.
Indeed, 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.
Major trade partners recognise that the timing for the show is more than ever vital when it comes to planning for the biggest selling period of the year.
“Euronics is on track to strengthen its position in the market, as a retailer with 8.500 outlets in 36 countries. As our experience has learned, we are optimistic as we gear up for life after the end of the lockdown. We believe that the concept for IFA 2020 gets the balance right, with maximum impact on a tight budget. IFA 2020 has our full backing”, explains Benedict Kober, Spokesman of the Board, Euronics Deutschland eG, Euronics.
The sentiment is echoed by Dr Stefan Müller, CEO expert SE: “As the leading trade show, IFA is the most important communication and innovation platform for expert and the entire industry. Regardless of this year’s event format, we are looking forward to a partnership-based exchange.”
As the Coronavirus crisis has dealt a heavy blow to the sector, major manufacturers are “putting their best foot forward”, continuing to leverage the show to present their latest models to the trade and media who will be present in Berlin.
“Corona presents us all with great challenges. The creativity with which the Messe Berlin is nevertheless managing to bring exhibitors, trade and media together this year is really great. And we are delighted to be part of it,” said Dr Reinhard Zinkann, Executive Director, Miele.
Dr Andreas Sennheiser, Co-CEOs of the famed audio brand, says IFA has, for many years been one of the most important touchpoints for Sennheiser to engage with its industry family, press and customers: “In a time in which exchange of ideas and positive impulses are more important than ever, we are very pleased to see such a creative approach to bring the spirit of IFA to life in 2020. We are currently looking into how we can best leverage these solutions for Sennheiser.”
Meanwhile, Volker Klodwig, Executive Vice President Sales (Region Europe Central & Eastern), BSH Hausgeräte GmbH says it is more important than ever to provide positive impulses for industry and trade with this global live event in September: “With its efficient formats, IFA offers the ideal platform and we are pleased to support this year’s IFA Special Edition 2020 as the European and German market leader.”
Yet again, IFA will be the place where news breaks. The keynote by Qualcomm President Cristiano Amon, is set to be the forum for a number of major new announcements. “Wireless technology has never been more essential,” says Amon, adding, “I look forward to sharing how 5G, AI and other key technologies will deliver the capabilities the world needs during these unprecedented times and beyond at IFA Berlin 2020.”