The Ikea TV Is Coming — and We Should All Take It Seriously | Gadget Lab |

The Ikea TV Is Coming — and We Should All Take It Seriously | Gadget Lab |

Ikea was your go-to retailer when you needed to furnish your dorm room — and many of us certainly have Ikea staples still littering our homes. Ikea media centers and bookshelves have long housed our electronics, but starting this summer, Ikea will become a full-fledged electronics manufacturer competing with Samsung and Sony.

The company’s TV system, Uppleva, was first revealed in mid-April amid a wave of surprise, ridicule and WTF. “An Ikea TV? Who would want that?!” Such were the protests of hardcore gadget enthusiasts. But now new details have emerged, and we know much more about the TV, thanks to a video that was released on Friday. (You can watch it yourself at the bottom of this post.)

The upcoming Uppleva is a Wi-Fi-ready smart TV. It features an LED-backlit display, full 1080p HD resolution, and 400Hz response time, along with standard accoutrements like USB and HDMI ports for connecting peripherals. But it’s not just a TV — it’s the anchor of a full-fledged media center, with a built-in Blu-ray/DVD/CD player, a 2.1 surround sound system, and extra storage spaces for tucking away cables and your extensive Blu-ray collection.

Indeed, one of the touted benefits of Uppleva is the fact that all those wires and cables are completely hidden from view.

“The idea is to sell complete TV solutions, where TV, sound and furniture are combined and integrated in a way that is really unique to the market today,” Uppleva project leader Marcel Godfroy says in Ikea’s latest product video.

The TV will go on sale in select European markets this month for a reported price tag of under $1,000.

“It’s not interesting in a lot of ways, and interesting in a couple of ways,” IHS iSuppli analyst Jordan Selburn said of Ikea’s television. “Where it’s not interesting is from a tech perspective. They’re just taking a third-party TV and bolting it to a piece of furniture. But in another respect, that in itself is interesting: that Ikea feels that TV technology is mature enough that they can do this.”

Indeed. Ikea clearly believe that a TV’s unique selling proposition is no longer rooted in the display itself, something Selburn agrees with. With the exception of super high-end TVs, the differences in image quality among TV sets isn’t that great. At Ikea’s price point, differentiation can be found in distribution, convenience, and appearance. And these are all things that Ikea can capitalize on.

“The fact that there’s no technological breakthrough, but they feel there’s a good opportunity says something about [television] technology,” Selburn said.

Perhaps this is exactly what Apple sees in the television market, and how it could make a big dent in that space. Apple’s rumored television would undoubtedly be hitting the high end of the market, however, where Ikea is targeting the budget end.

But here’s the real question everyone’s dying to know: Will Ikea’s Uppleva TV be “assembly required”?

“It’s Ikea. I can’t imagine that there isn’t a hex wrench involved somewhere,” Selburn said.

Can QR Codes Make Assembling Ikea Furniture Easier? (Mashable)

Assembling Ikea furniture on one’s own is a bewildering process, as anyone who has ever attempted to do so well knows. Parts always appear to be missing, certain corners never seem to align just right and, perhaps worst of all, screws and other attachments are mysteriously left over every time.

It’s an ordeal the team at how-to video network Howcast is certainly familiar with. In a recent blind pitch to Ikea, the company illustrated how video and QR codes could be used to create clear, overlaying instructions to guide consumers through the furniture assembly process. Such technology could be leveraged not only to improve consumer satisfaction, but could very well cut down on customer support costs for the company as well.

Check out the video and pitch deck and let us know what you think. Do you think Ikea could benefit from a video and mobile guide like the one demonstrated below? What other companies or services could?

Ikea – Resize-a-Room

IKEA in Dubai recently ran “Resize-a-Room”, an online interactive campaign using a resizable banner ad. Home and room sizes here vary as much as the people but no matter the kind of living space people have, IKEA has a design and furniture solution to fit their lives. Using the small size of a banner to their advantage, Memac Ogilvy created a resizable ad that dynamically changes to fit the space it’s moved to. People play by clicking and dragging the banner into the shape they choose and watch as the IKEA furniture pieces work within each newly allotted space.

IKEA Resized Banner

Ikea – Event in the tube (Paris) (

Si vous passez par la station de Métro Champs-Elysées vous risquez d’avoir une surprise en apercevant des canapés sur le quai. Pas de panique, il s’gait d’une opération marketing montée par Ikéa.

En effet du 11 au 24 mars 2010, IKEA crée l’événement dans 4 stations du métro parisien. Un an après avoir détourné le mobilier de la Gare de Lyon, IKEA revient à la rencontre des parisiens.
Pour la première fois, 10 000 000 d’usagers pourront ainsi, pendant 15 jours, tester de manière inédite la qualité et la diversité des salons IKEA. Sur le parcours des lignes 12, 13 et 8, des quais, totalement revisités, découvriront une atmosphère cosy de salon. Pendant deux semaines, des modèles de canapé remplaceront les assises du métro, entourés par des lampes IKEA, au coeur d’un dispositif scénographique complété par des affiches 4X3 figurant en trompe l’oeil des intérieurs de salon.
Pensez aux autres et ne rester pas des heures à bouquiner tranquillement installé !

IKea utilise Google pour sa communication de crise (Source: BFM)

Mathieu Jolivet décrypte la communication innovante d’IKEA sur le Internet face au conflit social que traverse le groupe, le 25 février 2010 sur BFM Radio.

Tapez “IKEA” et “grève” en mots clés sur Google : le premier résultat qui s’affichera est un lien commercial d’IKEA intitulé “Mouvement social”.

Communiquer avec des liens sponsorisés

Il pointe vers un communiqué destiné aux clients, dans lequel l’enseigne suédoise s’excuse pour les désagréments occasionnés par le conflit en cours depuis le début du mois de février.

Le mot “grève” n’y est pas employé une seule fois. Il y est plutôt question de respect, de dialogue, d’écoute et de climat serein.

Par ailleurs, tous les internautes qui ont un compte sur la messagerie “gmail” de Google voient apparaître ce lien dés que la situation sociale est susceptible d’être evoquée dans un mail.

Inédit mais trop “corporate” ?

Ce mode de communication de crise est inédit. Juste avant le pic de grève le 13 février dernier, IKEA a acheté des mots clés à Google. L’objectif est d’être référencé le mieux possible sur le net pour contrer au maximum les articles peu flatteurs et les commentaires au vitriol.

Les professionnels de la communication de crise sont toutefois sceptiques sur l’efficacité de cette méthode : la stratégie d’IKEA est peut être trop “corporate” face à des internautes qui par nature se méfient des messages formatés.

Some Extra News about: IKEA Launches UK 2010 Catalogue iPhone Application – (Source: PR Web)

(PRWEB) December 4, 2009 — For the first time ever, global home furnishings company IKEA is set to make the IKEA Catalogue 2010 Catalogue available to customers via Apple iPhone. The iPhone application will be initially launched to the UK market with the UK version of the catalogue available to download from 3 December 2009 for immediate use.

New official IKEA 2010 Catalogue app

This will allow users to simply flip through the pages of the UK catalogue on an iPhone and discover products for every area of the home, from kitchens and bedrooms to living rooms. There are plans to quickly improve and develop the app – but only in conjunction with customers who choose to download it. Customers are invited to add their thoughts and opinions on how it can be improved, in order to produce an app that works the most intuitively with the IKEA customer experience.

Jason Baker, IKEA UK & Ireland’s Digital Media & Customer Relationship Management (CRM) Manager said: “We hope that by taking the UK version of the IKEA Catalogue 2010 onto a mobile handset it will be even easier for our customers to have home furnishing inspiration literally at their fingertips! The exciting part for us is starting with the application in its simplest form and developing it in tandem with our customers. We will listen and develop the app based on how they would like to use it.”

Always on the lookout for practical ways to help customers with their daily routine, IKEA also believes the app will provide a lightweight and an environmentally friendly alternative to the printed catalogue. Distribution of the IKEA Catalogue 2010 in the UK dropped by 40%, and the company is looking to continue that trend.

The IKEA Catalogue 2010 UK edition is available as a free download from the Apple iTunes Store on 3 December 2009.

Customers are invited to offer feedback by:
Twitter Hashtag: #ikeaappideas
Email: ikeaappideas (at) cakegroup (dot) com
Voicemail Hotline: 0207 307 3132

IKEA has launched its new IKEA Catalogue 2010 via the Apple iPhone (Source:

IKEA has launched its new IKEA Catalogue 2010 via the Apple iPhone.

Available to download free today (3 December 2009) from the Apple iTunes Store, the new catalogue is the first time IKEA have used a mobile handset technology to help the environment and customers in their daily routine.

Allowing customers to flip through pages of all the IKEA ranges and products, the aim is to cut down the alternative printed catalogue from its already achieved 40% distribution drop.

Jason Baker, IKEA UK & Ireland’s digital media and customer relationship management (CRM) manager said: “We hope that by taking the UK version of the IKEA Catalogue 2010 onto a mobile handset it will be even easier for our customers to have home furnishing inspiration literally at their fingertips!

The exciting part for us is starting with the application in its simplest form and developing it in tandem with our customers. We will listen and develop the app based on how they would like to use it.”

Ikea on Facebook (Source:

from – Posted 25 November 2009 17:29pm by Meghan Keane

Marketing on social media can be a lesson in frustration, since each social network has its own strengths and limitations. But really effective campaigns use those rules to their advantage. And Ikea’s most recent Facebook campaign did just that.

By turning Facebook’s tagging system into a contest, Ikea achieved one of those elusive social media goals — they got their campaign to go viral. For the cost of a few items, the company raised awareness, engaged with consumers and helped publicize the launch of a new store.

To advertise the launch of Ikea’s new store in Malmo Sweden, Ikea’s ad team, Forsman & Bodenfors, “kidnapped the most popular function” of Facebook. They created a profile for the store’s manager, Gordon Gustavsson, and over a two week period the team uploaded 12 pictures of store showrooms to his profile page.

Swedish Facebook members were encouraged to add Gordon as a friend and tag themselves to products in the showroom. The first person to tag an item then won that Ikea product.

Facebook users that tagged themselves then shared the action with their friends via their news feed. But also, people excited about the contest publicized it themselves. The pictures spread to thousands of profile pages, newsfeeds and links.

Beyond the creative, it only cost Ikea a few free items. And by using Facebook’s existing functionality, Ikea and its marketing team were able to achieve that elusive social media goal — consumer engagement and promotion without the cost of an expensive TV, print or digital campaign.


IKEA Uses Mobile Augmented Reality To Engage Shoppers’ Imagination (MobiAD)


“Earlier in 2009 IKEA launched a new line of furniture, IKEA PS, whose objective was to stretch the idea of design, to think about empowering people, and to minimize the impact on the world.

With such unusual designs, IKEA felt they had to do something special to help customers imagine how this furniture would fit into their houses, so they turned to a mobile augmented reality solution.”

More ? : MobiAD » Mobile Advertising News » IKEA Uses Mobile Augmented Reality To Engage Shoppers’ Imagination