Back2Back @ B2B Rocks

Europe recorded €108 billion from exhibitions and events in 2024, according to UFI’s latest data. The continent welcomed 102 million visitors to over 2,000 certified exhibitions across 17 countries; Web Summit Lisbon set a record with 71,528 attendees in November 2024, making it the largest edition to date; and Stockholm’s Techarena secured just over €1 million from VC firm BackingMinds to expand internationally. By any reasonable measure, Europe’s events space has absolutely crushed the events game. End of story. Fin. However, from where I’m sitting, the elephant is still lurking quite comfortably in the room. At the risk of being ostracized, I’ll go ahead and ask the question: Why are some of the most innovative companies on the planet still schlepping to Austin for SXSW to make their biggest announcements (Salt Lick and Stubbs BBQ’s aside)? The room vs. the world Looking at the numbers: Europe’s events spark more meaningful connections per square meter than anywhere else on Earth. In 2025, VivaTech set records with 180,000 visitors, a 10% increase from a year earlier. MWC Barcelona authoritatively anchors a circuit stretching from Kigali to Las Vegas. The continent plays host to an estimated 32,000 exhibitions annually, generating 4.3 million full-time equivalent jobs. These are numbers you cannot take lightly. But walk into any European tech conference and you’ll witness something that should make every one of us reach for the Advil: major announcements received by something akin to a boisterous golf clap from 500 or so people. And that’s it. Those announcements then usually disintegrate into the digital ether, seemingly never to be heard of again. Meanwhile, across the pond, a throwaway tweet about the same topic has the potential to garner upwards of 50,000 shares and three podcast invitations faster than you can drink your morning coffee. But data and numbers don’t lie, and when it comes to events, they’re frankly embarrassing. Europe’s events sector processes roughly €108 billion, and is  extraordinarily efficient in bringing decision makers together in the same space.  European startups consistently struggle with what should be the easier bit: translating those promising conversations into sustained media coverage, investor attention and market validation. The great muppet caper Picture this scene playing out roughly 847 times per week across Europe: Monday: A Finnish startup leveraging AI presents a true breakthrough in supply chain management/optimization/operations to 200 logistics executives at a specialized track. The demo is genuinely impressive. The potential is genuinely massive. The audience is the very definition of target market. All the right pieces are in all the right places. Tuesday: Three tech publications publish brief summaries, perhaps even covering the entire conference, and not just the logistics breakthrough. The fledgling company’s LinkedIn post gets 47 likes (including the founders’ mothers, university mates, and the intern). A single podcast interview is scheduled for three weeks later. It may or may not happen. Wednesday: The story is now less alive than disco was on July 13, 1979. Look that one up, kids. Now let’s compare the same actions to the American playbook, which, if I’m honest, makes me simultaneously impressed and nauseous. The same company makes the announcement at a Bay Area-based event (yep, you know it as well as I do). It generates immediate response across a variety of channels from some  truly influential voices and some noise makers, but enough to garner the attention of major media (print, podcast, and pulp) outlets within 48 hours. It then spawns derivative content, and creates a sustained conversation that drives real, true, business development for the startup for weeks. The difference here isn’t the quality of the innovation; it’s how the messaging was amplified. Folks, you can hate me for saying this, but this is where Europe is getting schooled. There is no stopping in the Red Zone Take one look at today’s media landscape, and you’ll leave with a rather morbid impression. The problem isn’t structural fragmentation; it’s an endemic contraction. Leon may be growing, but European tech media is shrinking,  at precisely the wrong moment. A brief reminder: TechCrunch, long the go-to outlet for European startup coverage, quietly shut down its entire European operation in 2025 when private equity firm Regent LP acquired the publication.  Digital Frontier, the London-based tech publication that launched in early 2024 with a team of 20, “paused” operations just a few months ago, making all 16 staff members redundant.  Business Insider cut 21% of its staff in 2025, citing “extreme traffic drops” and AI disruption. Just days ago, we all found out that The Next Web, once one of Europe’s flagship tech conferences and media brands, was shutting down its events and media operations after nearly 20 years. The Financial Times, which bought TNW in 2019, confirmed it was winding down the business by the end of September following a “strategic review.” Conference attendance had dropped to 4,500 in 2025, less than half of pre-pandemic levels. The failure to capture content The folks at Black Unicorn PR earlier this year put together a guide that reveals something anyone working in European tech media already knows but pretends isn’t true: “Unlike the U.S., which has a few dominant tech media outlets and an emerging class of star indie writers, Europe hasn’t yet consolidated its practitioners’ knowledge in one place.” Stop and think about what that really means for a second. Sure, we’ve got strong regional players, and I salute Sifted, EU-Startups, and Tech.eu doing the do. But the lack of a unified amplification machinery, by definition, puts Europe at a disadvantage over Silicon Valley stories that are destined to be heard in Phuket faster than you can finish reading this sentence. To put it bluntly, European tech events suffer from content capture failure. The most valuable insights surface within conversations, at roundtable discussions, and networking sessions that generate no permanent content.  Unlike American events, which increasingly operate as content factories designed for social media amplification, European conferences optimize to create value in the room rather than post-event content distribution. All that

Winning the JEC Startup Booster's 2025 Sustainability Award transformed Strong by Form from a 'promising startup' into a serious player with industrial credibility.

Walking through the sprawling halls of IFA Berlin 2025, it’s immediately clear that this isn’t just another trade show. This year’s edition solidified IFA Next as Europe’s premier showcase of consumer technology startups, an event where innovation meets practical applications in a comprehensive hardware-focused startup environment. The heart of European consumer tech innovation IFA Next has evolved into Europe’s hub for the latest on consumer tech. It’s where the continent’s most promising hardware startups converge with global visionaries and industry pioneers. This isn’t just marketing speak — Hall H25, dedicated entirely to consumer-focused hardware, was in many ways the largest and most influential gathering of consumer technology startups in Europe. The centerpiece was the Dream Stage, where bold ideas are shared through keynotes, panels, and highly anticipated pitch battles. Unlike other tech conferences, IFA Next maintains laser focus on technologies that will directly impact how people live, work, and interact with their environments. The Dream Stage is also where Europe’s next consumer tech unicorns are spotted far before they take flight. The finale of this year’s IFA Next Pitch Battle 2025: Breakthrough Battle saw founders presenting concepts to investors, media, and industry experts, competing for visibility, investment, and growth opportunities. Complementing the Dream Stage was the IFA Lab, an interactive testing ground where exhibitors, investors and industry  professionals collaborate to bring innovations from prototype to store shelves. The Lab is where Europe’s startups refined their ideas, engaged with industry experts, and pushed new technologies from concept to market reality. Hall H25: Europe’s consumer tech capital Hall H25 was home to what has become Europe’s largest dedicated consumer technology startup space. Beyond the sheer numbers, the hall is an indicator of how mature Europe’s hardware ecosystem has become. IFA Next specifically champions hardware solutions that people can touch, use and integrate into their daily lives. The diversity and ambition on display were remarkable. Both European and international startups presented solutions spanning healthcare, sustainable products, and cutting-edge tech for everyday use.  What stood out Addressing a critical gap in healthcare technology that affects families across the world, Coro, which won an IFA Innovation Award, accurately measures milk supply in real-time during breastfeeding. This is exactly the kind of practical, user-oriented innovation that defines IFA Next’s positioning. LeydenJar Technologies‘ groundbreaking battery technology deserves special mention for fundamentally rethinking energy storage for everyday devices. This startup is tackling what will arguably be one of the biggest challenges for consumer electronics as AI-powered devices become ubiquitous in European homes: more energy storage while keeping the dimensions small. Dtablet’s medication management solutions address  healthcare challenges that affect millions of European families. Their focus on reducing dosing uncertainty represents the practical, user-centered approach that characterizes Europe’s tech startups. Paptic’s bio-based, recyclable packaging materials are made from renewable wood fibers, a distinctly European approach to sustainable products. The startup won multiple awards, demonstrating how European startups are leading global sustainability trends. Unframe showcased immersive applications combining virtual reality and artificial intelligence, a bellwether of  next-generation digital experiences. The startup’s user-centric approach to VR and AI reflects its emphasis on practical applications over pure technological spectacle. Broadcasting innovation: IFA’s Twitch strategy One of the most forward-thinking aspects of IFA 2025 was the creation of dedicated Twitch live rooms for presenting products and news in real-time. Modern users expect interactive, accessible content about the products that will impact their lives, so this integration of live streaming represents a crucial evolution in how innovations reach their intended audiences. Sessions like “Retro Tech Rewind” with IFA CEO Leif Lindner were specifically designed for Twitch, demonstrating IFA Next’s commitment to making innovation accessible beyond the convention floor. This approach to content delivery could set new standards for how European startups engage with their markets. Europe’s consumer tech ecosystem at scale What makes IFA Next compelling is its comprehensive approach to nurturing consumer-focused innovation. It’s not just about displaying finished products; the focus here is on creating an environment where startups can connect with VCs, retail partners, buyers, and over 4,500 journalists. This ecosystem brings together everything from AI-powered home devices, smartphones, laptops and sustainable products to smart health solutions and wearable technology. With dedicated spaces for both demonstrations and retail networking, IFA Next bridged the gap between cutting-edge research and retail opportunities, a critical pathway for European hardware startups. While cities like London, Berlin, and Amsterdam host numerous tech conferences, none of those events match IFA Next’s specific focus on hardware innovation or its ability to connect startups directly with the global consumer electronics retail ecosystem. Samsung’s strong AI focus Samsung has put in a lot of time and effort into comprehensively integrating AI across its consumer product ecosystem. Take for example Its AI-enabled refrigerator: besides keeping your groceries fresh, it can propose recipes, and even identify missing ingredients — it’s a masterclass in how established brands are setting the bar for startups to reach and surpass. Samsung also showcased its expansion beyond traditional consumer electronics into B2B applications. Its IoT systems and 3D building visualization software demonstrated how consumer tech innovations can scale into commercial applications — a pathway many European startups at IFA Next are actively pursuing. The future of European consumer tech IFA 2025 has demonstrated that Europe’s technology startup ecosystem isn’t just thriving — it’s defining global trends. From sustainable packaging solutions to revolutionary healthcare devices, European startups at IFA Next are solving real problems with practical, scalable solutions. The combination of established electronics giants setting innovation benchmarks, ambitious startups developing market-ready solutions, and innovative presentation formats showed that IFA Next has become more than Europe’s largest consumer tech startup showcase: It’s evolved into an essential preview of European technology leadership. For anyone interested in understanding where European consumer technology innovation is heading, IFA Next represents the definitive annual checkpoint. The innovations showcased here by European and international startups will likely be the everyday products of tomorrow, and Europe’s leadership in making that transformation happen is becoming undeniably clear. As Europe’s premier consumer tech startup showcase, IFA Next