Booming Business in Berlin: An IFA 2016 Wrap Up
After having some time to get readjusted to life back Stateside and really digest what I experienced in Berlin at IFA 2016, the whole show can really be summed up in one word: efficient.
Now, efficient doesn’t necessarily refer to the layout of the Messe Berlin campus, which was almost more tiring to walk around than, say, the Las Vegas Convention Center during the first week of January. And it also doesn’t refer to the press conference schedule that the gathered media had to navigate—really, Sony and Samsung, you needed to hold a press conference 15 minutes apart on opposite ends of the grounds?
But what was efficient was the way business was conducted between the exhibitors and attendees.