Z-Wave Alliance Chairman Avi Rosenthal reflects on IFA 2026, the evolution of connected IoT, the Alliance’s commitment to the European market, and opportunities for Z-Wave across residential, MDU, hospitality and commercial applications.
There is something energizing about walking into an industry event for the first time and not knowing exactly what you are going to find.
This year was my first time attending IFA in Berlin, and in many ways, it reminded me of the early days of CES.
What stood out then, and what stood out to me at IFA, was the focus on technology that is real, relevant and close to market. The product demonstrations were about what is available now and what is coming soon, not concepts that may be years away. That makes the conversations more immediate and, in many ways, more valuable because you can see how the market is evolving in real time.
I felt that same energy at IFA.
Across the show, there was a clear focus on practical innovation across security, access control, energy management, lighting, appliances, automation and other connected technologies. It was a strong reminder that the connected IoT market continues to expand, both within the home and across larger environments such as MDUs, hospitality and commercial properties.
These are exactly the kinds of conversations the Z-Wave Alliance wants to be part of.
Strengthening Our Commitment to Europe
IFA was also an important opportunity to reinforce the Z-Wave Alliance’s continued commitment to the European market.
Europe has long been an important part of the global Z-Wave ecosystem, with manufacturers, developers, service providers and technology companies contributing to Z-Wave innovation and adoption. As Z-Wave continues to evolve, we want to make sure we are present in the markets where our members are doing business and where new opportunities for the technology are emerging.
That means more than simply attending events. It means listening to the market, supporting our European members, engaging with companies interested in Z-Wave and creating more opportunities for the community to connect.
IFA gave us an excellent opportunity to do all of those things.
Nine Z-Wave Alliance member companies exhibited across the show, demonstrating the diversity of companies and solutions within our ecosystem. It was great to spend time with members, hear what they are working on and see firsthand how connected technology continues to evolve across Europe.
Bringing the Z-Wave Community Together
One of the highlights of the week was bringing the Z-Wave community together for our Networking Mixer at Aeotec’s booth. We had a great turnout, welcoming both Z-Wave Alliance members and many people interested in learning more about Z-Wave, where the technology is heading and how they might become part of the ecosystem.
Those conversations are one of the reasons events like IFA matter.
Standards and specifications are critical, but strong ecosystems are also built through relationships and collaboration. Bringing manufacturers, developers, technology providers and other industry professionals together creates opportunities to exchange ideas, understand new market needs and explore potential partnerships.
That spirit of collaboration has always been central to Z-Wave, and it was great to see it come to life in Berlin.
Looking Ahead
I left IFA energized by what I saw, the conversations we had and the opportunities ahead.
The connected IoT market continues to move quickly, and Europe will play an important role in where it goes next. The Z-Wave Alliance intends to be there alongside our members, supporting the market, building new relationships and expanding opportunities for Z-Wave.
IFA reminded me of what made those early CES shows so compelling: the chance to see what is happening now, what is coming next and where the market is gaining momentum.
And one thing is already certain: we’ll be back at IFA next year.
