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Day 6 - IFA International

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  • Berlin
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  • Digital
  • September
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I See You IchIro KItao

I See You IchIro KItao Ichiro Kitao was appointed as Director of DSc Business Unit, aVc Networks company in January 2010. he joined Panasonic in 1986 and was engaged in overseas sales & marketing business in Video Division. he moved to DSc Development center, precursor of DSc Business Unit, in october 2002, and took charge of product planning of digital still camera and as a core member started Lumix business. he served as Group Manager of DSc product planning from February 2008 to December 2009. ProDUct FocUS NEW LUMIX FOR 2011 this year marks the 10th anniversary of the Lumix digital camera brand — and Panasonic is marking this milestone with several innovations. continuing its commitment to "creating a new photo culture in the digital era", the company has introduced the world's smallest and lightest system camera, the Lumix DMc-GF3. LUMIX INNOVATIONS Examples of Panasonic’s photographic innovations during the past 10 years include the opticalimage stabilisation system for compact digital cameras, launched in 2003; wide-angle lenses with an Ea lens on super-thin compact cameras (2006); the ia (Intelligent auto) mode (2007); and the Lumix G mirrorless structure with interchangeable lens system camera (2008). Lumix Sharpens Its Market Focus Europe buys into Panasonic’s next-generation system cameras Our original and enduring vision for Lumix was to create a new type of photo culture and establish Lumix as a top camera brand. Even though the Lumix range was a relative latecomer to the industry, we decided to enter the market anyway, because we already had all the necessary optical technology in-house. The cameras needed lenses and we knew we could produce them in our factory in North Japan. In addition, because we could produce all the various elements of the Lumix ourselves, we felt we had quite a competitive advantage. A major step towards our overall ambition was the G1 Micro System camera, which came out in 2008. We removed the moving mirrors and pentaprisms in order to make the camera lighter. Since then, with the new additions to the G2 and G3 ranges that we introduced this year, I believe we have produced a very good, relatively compact system camera. Why is the market for system cameras growing more rapidly than other segments of the camera market? The main reason is picture quality, which is superior to compacts. Also, customers want cameras with the extra light sensitivity that these models offer, as well as all the other flexibility and benefits of an SLR-type camera. Is there one feature that sells the system camera? Everything about the camera is important. It’s the total package that people are attracted to. Lumix G is unique in a way that it offers uncompromised system camera quality and comfortable operation in its compact size, providing new opportunities for the photographer. You have managed to largely eliminate the “ghosting” effect. How did you achieve that? For the past 10 years, we strived to refine our lens technology, and collaboration with Leica has helped us a lot. And recently, Panasonic has developed an original nano-surface coating technology which dramatically reduces ghost and flare. We are confident that this new technology will further elevate the high reputation of Lumix's superior optical quality. What’s the difference between a Leica-branded lens and a Lumix-branded lens? Some of the distinctive fixed focal lenses are produced under the Leica brand, and supervised by Leica's stringent standards.Lumix branded lenses also follow a strict philosophy and standard to ensure maximum quality. Are the new system cameras your main product focus at IFA 2011? In the Lumix section, yes. G3 and GF3 have already been introduced to the market, and we are currently working on further expanding the range. What is Panasonic’s USP, or unique selling point? Interview by Richard Barnes Ten years after the brand was launched, Panasonic’s Lumix range of digital cameras has never been more popular. While it has been a steep learning curve, admits Ichiro Kitao, the Director of the Japanese multinational’s DSC Business Unit, Panasonic’s collaboration with the legendary German camera-maker Leica has helped position Lumix as a market leader… The largest USP is its vision to "create a photo culture in the digital era", with each camera inheriting this philosophy to deliver innovation to the user. Our sophisticated lens and engine technology ensures high picture quality across the range, and a wide range of innovative and unique features are available, such as world's fastest 0.1 sec auto focusing and world's smallest and lightest system camera in system cameras… We attempt to offer a constant flow of new ideas to the photographic community, as well as to the industry — and I believe that is why Lumix is the leading compact camera brand in Europe. Hall 5.2 Stand 101 Ichiro Kitao Director, DSC Business Unit, AVC Networks Company Panasonic Corporation “We attempt to offer a constant flow of new ideas to the photographic community” 32

Health & Well Being Breathe More Easily New products from Beurer offer air humidification and air cleaning Irritated eyes, dry skin and an increased risk of infection or catching a cold are common consequences of indoor heating, which leads to dry interior air. But dry air not only affects human beings. Plants, wooden furniture and hardwood flooring also suffer damage in the longterm. Beurer, provider of health and well-being products, has solved this problem with its LW110 air washer, combining air humidification and aircleaning in one device. The new model has a humidification performance range of up to 36 sq m and features a fill-level display, automatic switch-off and an illuminated LCD display. Beurer also makes the LB12 mini air humidifier, which is small enough to fit in most bags. According to the company, starting the device is simple, with a standard plastic water bottle serving as the water tank. With a tank capacity of 7.25 litres, the LW110 can be used in rooms of up to approx 36 sq m. If water in the tank runs low, the automatic switch-off function ensures safe operation. All information is visible on an illuminated LCD display, indicating fan performance level and water level. Beurer says that the LW110 is easy to disassemble, with tank and humidification discs able to be cleaned in the dishwasher. The air washer uses cold evaporation, which entails air passing the rotating humidification discs and absorbing water molecules. Airborne particles such as dust, pollen and animal hair adhere to the discs and are washed out in the water bath – gently cleaning the air. This procedure is particularly hygienic because it dispenses with the need for filter mats, which are usually used in air cleaning systems and have to be replaced at regular intervals, even generating follow-up costs. The scope of delivery includes a water additive to prevent accumulation of bacteria and promote evaporation, as well as a cleaning additive for decalcification, ensuring trouble-free operation and a long service life. Power consumption of approx. 38-watts is rather low. The LW110 Air washer is available in black and white. Hall 4.1 Stand 205 The LW110 Air washer Pure Air and a Sound Night’s Sleep According to household electronics company Coway, its AP-1008CH air purifier “combines style and functionality with a sleek, contemporary design” that has earned some of the most prestigious accolades including the Red Dot Design Award and the International Design Excellence Award. Automatically detecting variations in ambient light intensity, the CDS Sensor switches operation to Sleep Mode when the luminous intensity is less than 1 Lux for a period of three minutes. When the luminous intensity returns to more than 2 Lux for a period of five minutes, operation reverts to Auto Mode saving energy, “enhancing restful sleep”. Unattended operation is regulated by an AI control programme, which adjusts airflow in accordance with the level of indoor air pollution, and switches to Power Saving Mode or Sleep Mode when appropriate and safe. AP-1008's pollution and speed indicators show the status of operations and the indoor air pollution level on a real time basis. The colour of the pollution indicator lamp provides immediate notice of the current air conditions. To reduce noise generation and enhance CADR (Clean Air Delivery Rate), the AP- 1008CH uses a BL-DC motor which creates optimal air flow by using computerised simulation. TheBL-DC motor memorises the status before power is cut off. When power is back, it runs as at the previous setting. Coway’s air purifiers do not generate any harmful byproducts such as ozone, and when the front cover is open, the device stops operation automatically. Coway claims the air purifier to be “a highly energy-efficient p r o d u c t ” manufactured with the certification of Energy Star. Its consumption is 3.9W in Silent mode and 37.8W in Turbo mode. Filters on the AP-1008 can be changed without any equipment, as the front cover is attached to the device by a magnet and needs little annual maintenance, which also reduces costs. Hall 3.1 Stand 203 www.ifa-international.org IFA International • Wednesday 7 th September 2011 33

IFA International