Title: IFA 2020

Story: Fitbit / BSH

Date: 04.09.2020

Location: IFA Berlin, Germany

Duration: 09:32



Shotlist

00:00 - Impressions of Fitbit Booth


00:26 - Interview with Anna Bade, Marketing Manager Central Europe, Fitbit


00:29 - "In Corona times the awareness for these health topics, it increased drastically. So people they had more time to think about it. They were forced to. Think about health topics. I mean, everyone was stuck at home and it's a really big thing. So we at Fitbit we can really see these changes."

00:49 - "This year we are introducing two new smartwatches and one new fitness tracker, plus a new premium service. And the smartwatch, the name is Fitbit Sense. And Fitbit Sense is our most advanced health smartwatch. So it comes with advanced health features. For example it has an EDA sensor which measures the electrodermal activities with your skin. And then we also have a stress management tool, we have temperatures for skin temperature. So the skin temperatures measure that night and it can be an indicator for illnesses. So it could be use as an early illness detection. So we are really diving into this direction with our smartwatches and with the new technologies.

01:43 - "I think it will be more common for people to wear them, because it really gives you a deeper view into what's going on in your body with your health. It gives you a wholistic view. And you can see how all fits together, your activity, your nutrition, stress, sleep. Like all these critical topics and they are all being put together in our Fitbit app. So you really get the complete view of view."

02:15 - "Stress management is a really really big thing, a cool thing. And stress is top of mind today in peoples minds because many diseases, many illnesses, a lot of things have to do with our stress related. So I think stress management with our new produt, that's a super super cool feature."




03:44 - Interview with Harald Friedrich, CEO Robert Bosch Hausgeräte


03:47 - "First of all we regret deeply that IFA is not taking place in the traditional way. In IFA is emotions, it's meeting people and all that we are missing this year. However we have innovations, we have interesting products to present and that's the reason why we said: Okay anyway we take part in this IFA and we will do the digital way in the best way we can."

04:14 - "I mean, once a year you have a platform at the IFA where you just run into people that you haven't seen for a long time, new ideas come up, networking is the thing. On a digital platform networking is not the same thing, it doesn't happen by accident. You need to make appointments in order to meet people and that you don't do."

04:35 - "Well, it's totally different. I think it was a good thing this morning to have these press conferences, these digital shows, which are also streamed into the world and IFA is here and IFA is communicating and we all hope that we have a real IFA next year."

04:56 - "We introduce a complete new dishwasher age all our dishwashers will be new and that means we have improved our already very good dishwashers even more. For example we integrated a third real loading level which gives you 25% more surface so you have space Where you put the smaller items like espresso cups or smaller bowls or wisks, which you never knew where to put them. Another thing that we have is an extra clean zone. In the upper basket there are three extra nossles which are rinsing heavily soiled like muesli bowls or things like that. And really have an extra cleaning effect. And besides of that we have a lot of other. Small innovations in these products. And they are all networkable. They can all be integrated into our home connect world and that also opens up a lot of new possibilities for the consumer."

06:06 - "Well, I think the more the products come into the market, and people work with it, I experienced it by myself, we have a special problem so you solve it. Might it be a smart home solution, you want to have automatic light on. Then you start with a system and you expand it step by step. And it's the same with the home appliances. If you have a dishwasher which gives you a push notification on your handy, saying: I'm finished. That might be for one or another a good reason. And there is many other things like the detergent is empty, you should refill it. If I get these messages it's an extra benefit. So I think people get more and more used to it by just having these products."

06:51 - "Corona lead to the fact that many people had to stay home, they had to work from home and the whole family actually was at home. So the kitchen became the center for the family, the meeting place. We experienced that people were cooking more again together, because it was less eating out. And then when you use your appliances so much you find out that not everything is up to date what you have in your kitchen so a replacement process started. And that actually pushed our branch quite well. First in Germany but then also in other European Countries. And actually right now the market is quite positive."

07:36 - "Well, artificial intelligence only makes sense if you get a benefit as a user out of it. We already last year introduced a baking oven which uses artificial intelligence. Why at all? We have sensors who sense when your cake is finished. But when you start the process which is fully automatic you have no idea when will it be finished. So with this artificial intelligence we can send data from the oven via the home connect system to a server, where a lot of data comes together and where we get an analysis which tells you when the cake will be ready. And the further the process goes and the more people in the community deliver anonymous data the better the algorithm can calculate when your dish will be ready."

08:30 - "Well, going virtual means that there is a possibility of multiplying this information. People can share, people can further distribute and there is no limits to sharing this information. I think it's a possibility on the other hand there is also risk, that people not actively call for the information. So we are really keen to see how the whole thing works out. I mean it's an experiment, it's the first time we do it and we really hope that we get a wide spread of all the information which comes from IFA."

09:12 - "Well, I think actually our domestic life will be much more connected we will get more information form our devices, we will have more experiences we will get new partners into to these systems, like recipe worlds for example, automatic and guided cooking. I think these are the trends for the future and there connectivity is a standard."

09:33 - END