The two-day IFA Innovations Media Briefing 2023 (IMB) saw a set of leading industry players giving an exclusive glimpse of their latest product innovations and marketing strategies ahead of this year at IFA 2023

With the International Keynote sessions at this week’s IMB 2023 touching on a range of themes including smart technology, artificial intelligence and circular economy, there were also some concrete product innovations launched at the exclusive press event. During six power briefings, leading industry players presented products that implement forward-thinking technology, and also help consumers lead a more sustainable lifestyle. 

IMB gives press a preview of product innovations to be displayed at IFA 2023

One example of innovations in technology was the power briefing from coffee machine specialist JURA. A brief introduction from Horst Nikolaus, Managing Director, was followed by Wiebke Reineke, Head of Sales Promotion and Communication, showcasing the cutting-edge technology featured in the latest edition of JURA’s hit E8 coffee machine model – the company’s all time best-seller with over one million units sold. 

Ms Reineke demonstrated the machine’s new P.A.G.2-Grinding unit, which offers up to seven ways to grind coffee, outlining the importance of this new feature to get more aroma out of the coffee beans. The new model will be available in fashionable Piano white and Dark innox.

Kärcher could be considered something of a pioneer of boundary-pushing cleaning technology, with over 20 years developing robotics for commercial and industrial use. But David Wickel-Bajak, Director of Communications, did not focus on history, instead using his power briefing on day one to talk about the future of Kärcher and robotics itself, with the latest RCV3 and RCV5 cleaning robots being revealed to the press. The innovation continues for Kärcher as, from January 2024, Kärcher will “change colours” and offer its indoor products in the colour white, aiming to make its indoor range more attractive and customer-friendly. This is linked to the introduction of a special product line, the Kärcher “Signature Line”, which is characterised by a further developed sales concept, an extended warranty and a special product design.

The press was also presented with new innovations in wearables on day one, as Sebastian Kebbe, Managing Director of Marketing and Sales at Beurer, unveiled the Emergency wristband EC 70. Working in tandem with Beurer’s Caera application, the wearable works by sending alerts to up to six contacts when the wearer has fallen and is in an emergency situation. 

We also saw boundary-pushing technology on display at Miele’s power briefing. Bernhard Hörsch, Commercial Director of Sales at Miele Germany, used the presentation to spotlight the latest G7000 Dishwasher, with shortened eco-wash settings as well as a host of smart home products that use the latest technology to personalise the kitchen experience for users. 

A standout was SmartFood ID Function featured in Miele’s latest smart ovens. “If I have some ingredients and want to prepare something exciting, I put this in the system and you get recommendations of recipes,” Mr Hörsch told the IFA Newsroom.  “It helps you, it supports you, it guides you, but in the end it’s completely your decision.”

The media was also treated to a preview of more smart home devices courtesy of BSH, as Michael Bohn, Senior Vice President of Marketing in Central Europe, lifted the curtain on the upcoming Bosch Green Collection launching at IFA this year. An engaging presentation saw Mr Bohn reveal how advancements in technology within Bosch’s fridge freezers empower consumers to live more sustainable lives, with the VitaFresh feature apparently extending the shelf life of fruits and vegetables, and the unique “No Frost” feature allowing users to avoid defrosting products with the help of constant air circulation. 

Mr Bohn also outlined a recent survey commissioned by BSH Hausgeräte GmbH, showing that smart home appliances are indeed playing an increasingly important role in consumers’ everyday lives. For 34% of participants, it is important that their next large household appliance is network-capable. Around four out of ten (44%) respondents are even willing to pay a surcharge for a smart home appliance. BSH with its HomeConnect feature efficiently addresses this trend.

Empowering consumers to make sustainable decisions 

Helping consumers lead sustainable lifestyles was a core theme echoed by many of the industry players during IMB. For instance, Beurer has launched a new “Green Planet” product line of eco-friendly heating pads, blankets and underblankets. 

“With the new ‘Green Planet’ series, Beurer is sending a clear signal that sustainable products and attractive design can be perfectly combined,” Mr Kebbe said. 

The aforementioned improvements to eco-wash settings within Miele’s washing machines was a standout sustainable innovation on display during the company’s briefing. The company has been able to shorten the eco-wash settings by one hour, giving consumers extra motivation to make sustainable choices around the house. 

Speaking with IFA Newsroom, Mr Hörsch said Miele is empowering consumers to live sustainably by “offer[ing] the perfect product, to give the consumer the opportunity to make the right choice.”

Watch this space for more reports on IMB and exclusive sneak peeks of what’s in store at IFA Berlin 2023!

Read more coverage of the IFA Innovations Media Briefing here.