LG may join IFA global press conference

IFA advises firms to reflect consumer needs

By Kim Yoo-chul

Jens Heithecker Messe Berlin executive

SARDINIA, Italy ― A key organizer of the IFA, one of the world’s largest consumer electronics shows, urges firms to “follow the market” to better reflect changing consumer needs in their products.

“TV sales are falling because they are being replaced by tablets and smartphones. This trend will be reflected in our show. You have to follow the market to be successful,” said Jens Heithecker, an executive from Messe Berlin, which organizes the IFA.

The IFA is held in Berlin in September. The show is often compared to the International Consumer Electronics Show (ICES), which is held in Las Vegas each January.

The IFA sees a lot of potential in today’s Web-connected world, Heithecker said.

“We provide the only show that suits the needs of the entire manufacturers. The IFA is itself a smart world where all industries get connected,” he said.

He added that the IFA creates new demand by actively inspiring people.

Asked about the prospects of Korean electronics makers in Europe, Heithecker said they are faced with many challenges due to economic instability in the region.

Data from top-rated market research firm GfK indicates that Europe is the world’s top consumer electronics market and the IFA is timed just as big buyers place new orders ahead of Christmas.

Heithecker said the IFA is a great place to create and drive new demand. ``IFA is home and an influential launch pad for uncountable product innovations.’’

LG Electronics may attend the annual IFA global press conference (GPC) next year as the world’s second-biggest TV manufacturer plans to expand its territories in Europe, according to another senior IFA organizer.

The firm has so far not been seen at the press conference, although the Korea-based company is actively embracing Europe as a key market, alongside North America.

``Senior executives at Messe Berlin, the organizer at the IFA show, will meet executives at LG’s global management office (GMO) in May in Seoul. I think LG may come to the GPC from next year,’’ said Messe Berlin Global Senior Executive Manager Dirk Koslowski during an interview on the sidelines of this year’s GPC in Sardinia, Italy.

Koslowski said, ``GPC is the right podium for LG to show off its high technologies.