Cheap as chips

September 6, 2008

Technology companies are having to work harder to satisfy their customers, as David Reid found out, at the IFA electronics expo.

With consumers currently feeling the pinch, the latest hi-tech products displayed at this year’s Internationale Funkausstellung could be harder to sell.

However, manufacturers have responded to the challenges of a credit crunch, oil price rises and climate change by producing low-energy electronics.

TelevisionsBlu-rayShuttle desktop

Cool MediaKinetic powerZ-Wave system

TELEVISIONS

When it comes to televisions, consumers typically have the choice to splash out on the latest model or to rein in their extravagance and go for the cheaper version.

“We’ve got two ways to sell products either you’ve got a cheap product for those who just want function and then a premium market,” says Reinhart Buchner from Sharp, “so basically there is not a lot in between.”

Tech companies like Sharp are playing up high energy costs to sell their latest crop of low-energy wide-screens televisions.

The selling point is saving on running costs, not the price of the product, at a time when the cost of living is on the rise.

Panasonic has a similar pitch for its new Neo PDP television that has a plasma screen twice as bright for the same energy input, so it uses half the energy.

Fabien Roth, senior marketing manager, at Panasonic says consumers are primarily concerned about picture quality when buying a new television.

“As a second criteria of choice, power consumption then comes into the equation. And I think we cannot neglect what is a number two criteria of choice,” he says.

If the energy pinch continues, organic LEDs that generate their own light could replace power hungry back-lights in the future.

At present organic LED televisions are a little small side but the history of technology suggests they’ll get bigger over time.

BLU-RAY LIVE

Blu-ray discs

Sony’s Blu-ray has won the battle against HD-DVD to become the pre-eminent format for next-generation DVDs.

This means Blu-ray developers can start working on producing players with extra features and bringing out more titles.

The latest player at IFA is Sony’s BD Live which can connect to the internet and download related content, such a ringtones, trailers and photos.

It also allows the Blu-ray players to update the actual firmware inside the player and add new functions.

The drawback is that Blu-ray players already on the market can’t be upgraded to access the internet.

SHUTTLE DESKTOP

The Shuttle desktop computer with its Intel Atom processor, which was initially designed for mobile internet devices, is an example of machines powering down.

“We decided to use the Intel Atom processor due to its low power consumption. This PC platform is really silent. It has low-power consumption, is energy efficient and is enough for simple tasks like the internet, office, video streams and so on,” said Tom Seiffert from the European branch of Shuttle.

COOL MEDIA

Cool media fridge with a TV and MP3 player

Before 2008 IFA operated a kind of colour bar with brown and black consumer electronics invited in but white goods left out.

Not so this year as those goods have been allowed in, perhaps because it is difficult to find a home appliance these days that does not come with a chip in it.

While energy consumption is also an issue in the kitchen, what seems to be more at issue is simply making these sensible and useful products more entertaining.

“So this is also the reason that we offer now the Cool Media, which means it is a fridge and a television or also an MP3 player in the whole same product,” explained Daniela Reuter from Siemens Appliances.

“Inside there is a little hole where you can put the stick where you can listen to your MP3 player or you can look at the pictures you just took on your holidays on vacation,” she said.

KINETIC POWER

Odo is a Sony design concept group that come up with devices powered by kinetic energy to power cameras, headphones and video screens.

“It is a way of communicating ideas, sustainable concepts, sustainable means not just the environmental impact but the social impact,” said Bernd Ostgathe from Sony Europe.

“Looking into product ideas which could be used by people everywhere, by everybody… in areas where it is not so easy to get your power,” he explained.

Z-WAVE SYSTEM

One way to manage energy use at home is through Duwi’s Z-Wave automation system. This industry standard uses radio-waves to remotely control switches and sockets, and could even work with some household appliances.

For instance, it allows the users to switch off lights around the house, even when they are not at home, because it can be managed remotely with an iPhone.

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