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Review Edition - IFA International

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NEWS Jens Heithecker

NEWS Jens Heithecker Senior Vice President Messe Berlin Group & IFA Executive Director WE ARE VERY HAPPY THAT WE COULD FULFIL THE WISHES AND REQUESTS OF OUR EXHIBITORS. Gaining (Even More) Global Relevance IFA continues to break new ground on the international scene We asked Jens Heithecker, Senior Vice President Messe Berlin Group & IFA Executive Director how the 2016 show has progressed compared to the previous editions… We are very satisfied with the numbers, especially with the quality of the response. It means we have more international trade visitors; and we will again see a record in international numbers. We have more international media covering IFA, and we are very satisfied. We didn’t automatically expect we would gain another record this year, and we are very happy that we could fulfil the wishes and requests of our exhibitors. If we look at just one day: for example Monday, 73% - almost three quarters of our visitors were trade visitors. 60% of these trade visitors came from abroad. In terms of international attendance, it’s now by far the world’s largest meeting point for this industry. When we talk about “gaining global relevance”, it’s not just words… it’s a fact that we can show with numbers of trade visitors from every continent, and media response from every continent, and you can feel it on the show floor. I have had a lot of feedback from media and others outside the show that they have never seen so much positive feedback about new products and innovations brought by exhibitors to the show. This year there is a much more positive mood. This year, IFA expanded with another event by Messe Berlin - CE China in Shenzhen. What is the upshot of this? CE China has been a strategic step where we learned from our Chinese retail partners, media and consumers that they want to have more information on international brands and products, and that there was no established show like IFA, with our concept, to bring together brands, retailers and media, to inform the consumers about the newest things, to help the retailers sell through – to find the up and coming products… That’s the idea of the show that we launched in April. We were surprised by the results and the feedback. People noted the higher standard that we brought over with the IFA approach. CE China has the same concept as IFA, adapted for the Chinese market. The first edition was very successful, and the only challenge we have now is finding the right time slot for the second edition, because the exhibition centre there is so heavily booked with other shows. We hope to finalise a date in the coming weeks 6

IFA International