Berlin (Germany) – There is an invisible line that connected 2019 with 2022. It’s a line that passes across a pandemic, many video calls and the fear of being among other people. It passes across great technological achievements and the condition that as human beings when we act together we can make marvelous things. It is also the line that connects my last time at IFA Berlin. It was September 2019 when I was swinging around the halls of the Berlin Messe. Today, three years later, I’m there again and there are incredible things that capture my attention.
Overall impression
Maybe it is the pandemic and the quarantine is still active in some Asian countries but the fairground was not too busy. The line to enter and the traffic around the Messe were definitely manageable as well as the overall crowd of the pavilions. Some big names for various reasons are not there anymore: Philips is not occupying Hall 22, and T-Mobile/Magenta at least to a first impression is not there too. Nevertheless, new brands came in (Honor, TCL …) and the show bring always some novelties.
Samsung: simply the Korean Giant
If you arrive from the City Cube entrance, you can’t miss Samsung. For the habitué of the top consumer electronics show in Europe, this should not sound like a surprise and they are actually doing very well.
The theme of a sustainable approach to a connected home is evident from the first glimpse. A full smart home experience with AR, Automations, and Partners (there was Philips Hue too 😊) kept people busy and engaged with the technology. On the other side, the new Odyssey OLED G8 Gaming Monitor kept people engaged while enjoying a true widescreen experience. But Samsung has of course more to offer. From a high-quality 4K projector screen to a smaller and more practical version, passing by a new generation of versatile washing machines, drivers, foldable phones, TVs, and kitchen appliances.
Technology apart, what is impressive – but not surprising – is how well the different areas are connected from a storytelling point of view.
IFA Next: see the stars of tomorrow
If you are looking for top-notch passion and some new ideas, the IFA Next pavilion just next to TCL and LG is the place for you. You won’t find big stand and special effects, but a genuine entrepreneurial spirit and a good dose of smiles. Few companies captured my attention:
- IPIXEL
The Korean-based startup offers AI-based digital healthcare and fitness training program. Using computer vision they are able to understand how well you are doing an exercise sending feedback to the user and – in the case of healthcare providers- also to the doctor. - Mutrics
Have you ever dreamt of a private screen in front of your eyes? If the answer is yes, we’ll you should give it a try to Mutrics. You can enjoy your private screen just by wearing a pair of glasses from a fresh design. - Leia Inc.
Definitely, the wow effect you were looking for. Combining nanotechnology with AI, the final users has the possibility of living a 3d effect experience on multiple levels. In one word: impressive. The big challenge would be having multiple people able to watch at the same time, but for the games use cases users can really enjoy an immersive gaming experience
And you? What did impress me more? Let us know via our social media channels.
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