Written by: Ben Haber – SVP Earned Media, Racepoint Global Boston
IFA is a special conference. Yes, it has all of the major technology companies and new devices, but there’s something unique about it, that differentiates it from other global tech shows.

If you walk the show, you’ll quickly spot families and kids walking around the halls. At CES or MWC this would be surprising – but not in Berlin. IFA is a show for everyone to see what gadgets – from smartphones to cooking utensils – will someday be in your hand, bag, or home. And with literally anyone walking around the show floor, companies are focusing not just on innovation, but the consumer.

The way technology is covered today, it’s easy to get caught up in incremental upgrades and innovation for the sake of innovation. This is fully on display at CES and it’s an awesome way to start the New Year. But everyday consumers aren’t just looking for the latest products with the most advanced technology – they’re also looking for value – either through price or new capabilities that solve problems or allow them to improve the way they live or work.

IFA gives brands an opportunity to get back in touch with what consumers really need – and focus on technology that has a real impact on the way people live. From cooking equipment that makes people better chefs to robots that help solve insomnia, to a smart dual washer-dryer that saves valuable living space. No wonder families want to walk around the halls and see what their future might look like.