Life in Berlin
11:31 pm
Mon September 10, 2012

Personalization In Demand At Berlin's Consumer Electronic Fair

If you drive in the city often, you might find yourself wishing you could make your own coffee in the car. Cut out the middle man and make an espresso from the driver's seat.

Jerome Schlegel, CEO of the French company "Handpresso," has done just that.

"It uses the 12 Volt plug of your car, and the machine can be placed in the cup holder in your car. So it's very easy and very pleasant to be able to make your coffee in your car. Of course we say to people they have to stop, and they will not make it while driving."

At IFA Berlin, Schlegel introduced an espresso machine for the car.

The compact machine is able to produce a 16 bar-quality espresso in two and a half minutes and costs 150 Euro. This year's IFA, the international trade fair for consumer electronics, ended with record numbers in sales. More than 240,000 people came to check out the latest technologies in electronics and household appliances- everything from robots protect your home while you are away, to ecological keyboards made with bamboo components to personalized TV's. 

"If you go with your remote control to the home screen you will find all your personal favorites," says Kilian Steiner, who works in public relations for the high-end TV manufacturer Loewe.

"And it's completely irrelevant which kind of media you favor, so you can put broadcasters on your home screen, but you can also favor one photo collection which is within your home network and also Internet radio stations."

Loewe, originally founded in 1923 in Berlin, has been at every IFA.

Steiner says Loewe has been focusing on the individual demands of their customers. 

"We offer, as the only one, the possibility to design your TV really as a unique piece. You can choose the color. You can choose the materials." 

Personalization was also big with media outlets at this year's IFA. Tape.tv, based in Berlin, is an online music provider.

Unlike YouTube, it has an editorial department.

Astrid Oechtering is one of 70 people who produce Tape.tv.

"What we do is what MTV did back in the eighties, but we are lucky because we are in 2012, and so we have the Internet, and it's so easy to personalize everything. So when you enter Tape.tv, music starts playing, and you can just lean back and watch music video's 24/7, but you can go on and also say I just wanna watch West coast Hip Hop. You can make your mixed tapes. You are totally free to do whatever with music videos," Oechtering says.

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