By Patrick Avenell at IFA in Berlin
A new smartphone app that can replace much of the red tape of around learning to use a new appliance is the centrepiece of Bosch’s push into the second half of 2013, as revealed at the German company’s opening day press conference at IFA.
While Bosch did launch new coffee machines, vacuum cleaners, a colourful refrigerator range, energy efficient washing machines and a dishwasher accessory to specifically handle wine glasses, it was the myBosch app that was most interesting.
Available initially on iOS devices (there was no mention of Android in the conference or related material), myBosch can replace many of the frustrating practices for consumers, as well as lightening the load for Bosch’s after sales service network.
The app can be used to register a new product for warranty and service claims, as a substitute for the instruction manual, an installation guide, to provide tips on how to get the most out of an appliances and for diagnosing operational errors.
That is has the ability to reduce a lot of the paperwork that comes with a new appliance was a feature highlighted during Bosch’s desultory press conference.
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Although Bosch’s omnipresent theme of sustainability flowed throughout the hour-long ‘conversation’ at the company’s impressive booth, there was little to tie it all together.
The round table discussion began with Bosch revealing some results from a June 2013 study into the importance of environmental friendliness in appliance purchasing decisions.
The overriding outcome of this study, one that was repeated throughout the presentation, was that people do care about how their actions affect the environment, but not enough to go outside any normal behaviour to improve their practices.
Women retain the most interest in sustainable appliances, Bosch said, while men have “reached their limit” of caring.
Both men and women agree that environmental concerns and energy efficiency will become a more important issue in the future, though suppliers must take the first step by offering sustainable appliances that are appealing in terms of functionality, feature set and price.
From sustainability, Bosch moved on to discuss what features consumers look for in appliances. As in Australia, the “cooking zeitgeist” perpetuated by TV shows has taken hold in Germany, though there was some doubt expressed as to whether reality is matching expectations.
While the media waited for Bosch to use that opportunity to unveil a new oven that does all the work for you, the panel instead digressed to launching a new stick vacuum cleaner.
It’s called ‘Athlet’ and is a bagless, cordless stick vac with the equivalent power of a 2,400-watt appliance from its Lithium-ion battery. There are 18- and 25.2-volt models available in, respectively, black and white, starting from around AU $430.
One of the more innovative new features will come in Bosch’s dishwashing range: a craftily designed apparatus to hold wine glasses in place during the cycle. The unworldly shape of wine glasses has long meant they have never truly had a home in the dishwasher, so this development will please home sommeliers.
And after a long time having the small-format, colourful refrigerator market to itself, Smeg is set for serious competition: Bosch will be releasing a full suite of retro-style fridges in a range of ‘SmartCool’ colours. A recent survey to choose consumers’ favourite shades revealed lime green, stone grey and espresso brown were the favourites.
Bosch's round table discussion/press conference.
The Athlet stick vacuum.
Bosch's new colour range of small refrigerators. In the foreground is a robot demonstrating how a washing machine is assembled.