The annual IFA fair is known as the biggest Consumer Electronics and Consumer Appliances trade fair globally. 2020 was a unique year for IFA, where the trade fair was held in hybrid format - physically with very limited number of business attendees and largely virtually. This analysis reviews the latest trends and innovation published at this year’s IFA in Berlin, with emphasis on how the Coronavirus pandemic is shifting some of the narratives at the event.
This report comes in PPT.
To an extent which has been never seen before, IFA 2020 turned to a largely digital event where digital visitors were able to go through a limited amount of halls virtually and even start communication at stands. Also this year's presentations and press conferences were accessible through live streams. However, a limited number of physical visitors were still allowed daily.
Home office as the norm for white-collar workers can be considered as one of the pandemic's biggest lifestyle impacts. While many companies and governmental organisations and their staff alike try to adapt in terms of software and equipment set-up, tech solutions including virtual reality and robotics become more relevant. The importance of home entertainment rose sharply in 2020 in every part of the world as consumers have to rethink their leisure activities with more time spent at home. While there was no specific products launched purely for "home isolation", manufacturers have tried to highlight the positioning of their latest innovations to the new norm, such as "garden television" or portable TV lighting.
Companies increasingly try to become more embedded within consumers’ daily lives beyond product purchase through the connection of the products within an ecosystem. For example, more consumers are turning to cooking at home following the pandemic, and various manufacturers try to showcase product features to make the cooking process easier and more enjoyable for consumers, incorporating digital features (such as online communities) to their cooking process.
The mobility space on a global basis has been heavily disrupted by the pandemic, especially mass mobility. Thus, the focus of this year’s SHIFT mobility event lay on the mid-term future developments of forms of mobility between cities, countries and inner city travel.
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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