Berlin (dapd). According to US blogger and analyst Michael Gartenberg, when IFA opens on Friday the big-name manufacturers and retailers from the US and Asia will also be in Berlin. “IFA gives the US market a good indication of what will soon be on the market here”, said Gartenberg in an interview with dapd. IFA already sets the pace worldwide and lays down the topics for other shows such as CES in January in Las Vegas.
“Nowadays a press release from Berlin is picked up and discussed immediately in the US”, said Gartenberg, commenting on the growing attention that IFA commands. Gartenberg is an IT industry observer for market analysts Gartner. IFA’s importance will continue to grow: “We have not yet reached the point where trade shows such as IFA are becoming less important or irrelevant”, said Gartenberg.
CES, its competitor, is still more important in North America. However, globally speaking “IFA’s influence is big, in the US as well as in South America and Asia”. According to Gartenberg IFA’s success has less to do with its timing, shortly before Christmas trading begins, but more to do with Berlin: the show benefits from the city and its location at the heart of Europe. What is more the exhibition grounds are bigger than in Las Vegas, allowing IFA to display an even wider range of products.
Gartenberg sees no signs of the industry’s major players shunning electronics trade shows. The decision whether to exhibit or not depends on each individual company’s situation. Apple is a special case anyway: “They know that everybody will be talking about them even if they are not exhibiting at IFA “, said Gartenberg.