IT security firm showcases solutions for greater digital self-determination at Berlin’s technology fair
Who do we trust with our digital living room? This is a question we’re asking ourselves more and more often – certainly when a new smart TV, router or streaming stick finds its way into our homes. After all, with every connected device, not only does convenience increase, but so too does the volume of data that can leave our homes. At IFA 2026 (4 to 8 September) in Berlin, ESET will be demonstrating at Stand 302 how the digital home can be better protected and why digital sovereignty has long since become an issue for private households too.
The focus of the exhibition stand will be on digital sovereignty and “Made in the EU”. What was long a concern primarily for politicians and businesses is now playing an increasingly important role for consumers too. After all, when choosing new technology, it is no longer just about picture quality, features or price – but also about whom you entrust your data to.
“Sovereignty is no longer just an abstract regulatory issue, but a tangible selling point. Business partners and end customers are increasingly asking specific questions about where a solution is developed and who has access to the data,” explains Stefan Heitkamp, Director of Retail, E-tail and OEM Partnerships at ESET. “As a European manufacturer, we can answer these questions directly – this builds trust throughout the entire supply chain.”
Panel discussion with Joachim Ebmeyer, Member of the German Bundestag
As part of its IFA presence, ESET is hosting a panel discussion with Joachim Ebmeyer, a Member of the German Bundestag on the Committee on Digital Affairs and State Modernisation and the Committee on Research, Technology, Space and Technology Assessment. Ebmeyer is regarded as a profound expert on the gaming and developer scene and is a regular guest at gamescom and other industry events. The discussion will focus on how sovereignty and European value creation can be put into practice not only at the state and corporate levels, but also in the private sphere – for example, in the connected home and in consumer technology.
The panel will take place on 7 September at 9.00 am in the Retail Innovation Zone.
Sovereignty as added value for the retail sector
In addition, ESET will be highlighting in several presentations at the trade fair the role that sovereignty and ‘Made in the EU’ play in supplier and trade relationships. The focus is on the question of what concrete added value a European manufacturer can offer retail and distribution partners – ranging from data protection and regulatory certainty to independence from technology provided by non-European suppliers.
Artificial intelligence also plays a central role here: ESET will demonstrate how AI-supported security solutions can be developed without compromising on data sovereignty and trustworthiness.
