SARDINIA, Italy ― “Growth” is the keyword for this year’s IFA, the world’s largest consumer electronics and home appliances show.

That usually shouldn’t be baffling or less than expected at a bustling, successful trade show for consumer electronics such as IFA.

However, considering that a large part of Europe is still picking up the pieces from an economic crisis, growth is a significant accomplishment.

“This year, we will grow again, and it’s not such easy growth,” said Jens Heithecker, IFA’s executive director, in an interview with the Korean press on the sidelines of the IFA Global Conference last week. 

IFA expects its show to increase by at least 2 percent this year from the last.

This will be made possible only when the show and its organizers, including Messe Berlin, follow the newest trends and refocus its products on changing customer needs, Heithecker stressed.

This year’s IFA Global Conference gathered some 300 members of the international media from over 50 countries. The event preps the press on the upcoming IFA show, held every September in Berlin.

Samsung and LG were expected to play a significant role in the event, contributing up to 20 percent of the show, Heithecker said.

He noted that despite the challenge of having to compete against the strong presence of European home appliance makers, Samsung had been faring well.

LG is also an important exhibitor at IFA, he emphasized, forecasting that the company would be taking an active part in this year’s show after canceling its home appliance booth last year.

The European market’s downturn was not to be downplayed, but the executive director advised that it should not be blown out of proportion, as the region has in general been growing.

Some countries such as Spain and Greece are unstable, but Germany, one of the most important markets in Europe, is very stable ― which is why IFA is optimistic about this year’s show.

Heithecker also said that despite the economic woes, more retailers have been turning up, while the number of international visitors has increased: Between 2008 and 2012, the figure doubled.

Regarding what to look for at the upcoming IFA, Heithecker said a new smart trend was emerging under which manufacturers were working to create a more affordable smart living environment that was in sync with customer needs.

“We are talking about lowering the market barriers for consumers, about how to connect the devices from different industries in the easiest way, and about real benefits and an open system,” he said.

By Kim Ji-hyun, Korea Herald correspondent
(jemmie@heraldcorp.com)