Samsung opts out of IFA, plans its own September event instead

Samsung opts out of IFA, plans its own September event instead


Samsung, which has long had a major presence at IFA, will not be attending the Berlin conference this year.

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The IFA will close in September with one big exhibitor missing: Samsung. The South Korean electronics giant said on Tuesday that it would not attend the Berlin conference, which is happening amid the epidemic. Instead, Samsung said it would “share our latest news and announcements at our own digital event in early September.”

Expect samsung too Organize a digital unpacked event in early August To show your latest smartphone including your new pay attention And Galaxy fold. It usually features its mobile devices on unpacked and then uses IFA to talk about its home appliances and learn more about its new products. Last year, it Shared information about its Galaxy fold And launched its first Low cost 5g smartphone.

A spokesperson said, “While Samsung will not participate in IFA 2020, we look forward to our continued partnership with IFA in the future.”

The novel coronovirus, which has infected more than 10.4 million people worldwide, has prompted companies to revisit their product launches. GSMA canceled Mobile World CongressThe world’s largest mobile show a week before reporters arrived in Barcelona, ​​Spain in late February. Instead of phones being launched in the past six weeks, Apple, Huawei, and OnePlus have introduced all-digital events or introduced devices via press releases. Apple last week Held a virtual developers conference Instead of gathering thousands of app makers in California, and companies like Google and Facebook have opted to scrap their developer conferences this year.

In late April, organizers behind IFA said The electronics show will not go ahead as it normally does. A month later, he said IFA takes place as a person-event, But it is not generally open to the public. The IFA plans to allow a maximum of 1,000 people to participate in each part of the event each day. Qualcomm President Cristiano Amon signed on as one of this year’s keynote speakers.

But things have changed since May. EU plans to reopen borders but Will block american travelers, at least for now. The virus is growing in parts of the US and has spread to Beijing. Samsung may be the first major company to pass the IFA this year, but it is unlikely to be the last.

While the IFA doesn’t usually have as big a news as the CES (held every January in Las Vegas) or MWC, it is a major show for electronics manufacturers, especially those selling home appliances and computers. The IFA also usually contains some mobile news. Last year saw the creation of the first OLED TV with Amazon Alexa, with many other reports.

Samsung used to play a major role at IFA, presenting its latest Note phones, Galaxy watches and other products at the show. In recent years, it has opted to host its own unpacked event in the US to introduce its new mobile devices, but it still handles an entire hall at the Mess in Berlin and various press events throughout the week Hosts

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Like all technical conferences, the IFA is also an important venue for company executives to meet and strike with each other. This includes participation for retailers or carriers and offering devices and companies to work together on technology. In-person meetings are important for small companies that do not have the money to travel around the world for sales teams or deals.

The IFA also opens its convention hall to the public. Last year’s show had about 2,000 exhibitors, and typically has about 200,000 participants.

Organizer of the huge electronics show CES held every year in Las Vegas Still planning to proceed with the January 2021 conference.

Axios previously reported.

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