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Day 5 - IFA International

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NEWS EDITORIAL Richard

NEWS EDITORIAL Richard Barnes Editor-In-Chief Next Station, Shenzhen… VIPs Impressed by IFA Innovation Michael Müller, Berlin’s Governing Mayor; Günther Oettinger, European Commissioner for the Digital Economy and Society Alexander Dobrindt, Federal Minister of Transport and Digital Infrastructure; When I was 19 (a long time ago), I was lucky enough to have a ride in the engine of a steam train. It was a very memorable experience. I noticed that the old steam engine took a very long time to get stoked up and develop heat and steam, but once it did, the strength of the “beast” was formidable. With a large number of Chinese companies at IFA situated this year for the first time at the “STATION- Berlin” venue, it made me smile, and harked back to the story of the steam engine. Chinese manufacturers have, in the past few years, been stoking the fire and building up steam, and this year the wheels are really starting to turn, with exceptional innovations from all the key players – at the main show ground – and also at the new off-site venue. Messe Berlin, organisers of IFA, decided a couple of years back that the train was heading in a certain direction, and this April made a new “stop-over” in Shenzhen – with the CE China show. It was an instant success, with more than 11,500 attendees from 43 countries, over 150 exhibitors – and an amazing media turnout – with 450 journalists attending from 55 countries. The echoes, “ALL ABOARD!!”, of the conductor of the steam train still huffing and puffing in my memory seem fitting today – as the formidable machine that is the Chinese manufacturing sector prepares to launch out to new, exciting places in the global market. Don’t miss their exceptional new products on show at IFA today Michael Müller, Berlin’s Governing Mayor; Alexander Dobrindt, Federal Minister of Transport and Digital Infrastructure; and Günther Oettinger, European Commissioner for the Digital Economy and Society have been given an overview of the innovations on show at IFA. The VIPs tried out the latest headphones on the Sony and Teufel Raumfeld stands, learned about ‘smart glasses’ on the Epson stand, and had a good shake around on a virtual roller coaster ride - courtesy of Samsung VR technology. Müller said: “It was impressive to see how the whole idea of digitalisation and connected reality is something that people are really experiencing in the here and now. This is not something far off in the distant future, but something that can be found in these technologies, which is leading to concrete applications and is now part of our lives.” Dobrindt spoke about the role of policymakers in the context of digitalisation and connected living. He said there needs to be a strong commitment to expanding not just superfast broadband coverage but also 5G, the next generation of mobile communications technology. “IFA 2016 is both bigger and even more exciting than in previous years,” Dobrindt added IFA International is a CLEVERDIS Publication • 65 avenue Jules Cantini - Tour Méditerranée – 13006 Marseille, France • Tel: + 33 442 77 46 00 •Fax: + 33 442 77 46 01 • SARL capitalised at e155,750 • VAT FR 95413604471 • RCS Marseille 413 604 471 • info@cleverdis.com • www.cleverdis.com • During IFA: Press Center – Hall 6.3 – Room 411• Tel: +49 (0)30 3038 81302 • info@ifa-international.org • www.ifa-international.org • Publisher: Gérard Lefebvre • Publishing Director: Jean-Guy Bienfait • Managing Director: Jean-François Pieri • Project Manager: Bettina Badon • Editor-in-Chief: Richard Barnes • Editorial Coordination: Celina Tarnow • Editorial team: Stuart Braun, Andy Fry, Simon King, Julian Newby, Bob Snyder • Photos: David Nivière • Art Director: Hélène Beunat • Design & Page Setting: Guillaume Kaercher • Marketing & Web Manager: Monia Tazamoucht • With the participation of: Anna Klima • To contact them : first name.last name@ifa-international.org • Printing: Möller Druck und Verlag GmbH, Ahrensfelde OT Blumberg, Germany • Cover: ©Cleverdis © CLEVERDIS 2016 - Registration of Copyright September 2016 Information presented in this publication is purely indicative in order to illustrate subjects contained therein. 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