BVDW vs Deutsche Bahn

DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung

New press release published on 25.09.2026: 'DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung'. Also updated press material reflecting the new BVDW Präsidium elected on 26.06.2026, with Björn Kaspring as new member.

Digital Economy Contributes €481 Billion to German GDP

A study by the German Digital Economy Association (BVDW) and the research firm Istari quantifies the economic impact of Germany's digital economy, estimating it at €481 billion in gross value added for 2025, representing nearly 12% of total German GVA. The analysis, based on AI-assisted examination of 1.4 million market-active companies, categorizes them into three groups: the digital core economy (software, platforms, AdTech, data providers, digital agencies) with €192 billion GVA, digitally driven business models (online retailers, digital media), and digitally transformed industries, which together account for over €1 trillion. The study aims to highlight the significance of digital business models beyond traditional industry classifications, particularly to inform policy decisions.

• The digital economy in Germany generates €481 billion in gross value added, nearly 12% of the total.
• Around 229,000 companies are classified as part of the digital economy.
• The digital core economy alone accounts for €192 billion GVA from ~63,000 companies.

Retail Media Reaches 'Path of Enlightenment' in 2026 Trend Monitor

The Retail Media 2026 Trend Monitor, based on insights from the expert circle of the Working Group Die Mediaagenturen, indicates that retail media has established itself as a permanent part of the digital advertising market. The focus has shifted from proving its general relevance to demonstrating effectiveness, data transparency, and technical interoperability. The report highlights the need for standardized measurement and clear success metrics, as well as the integration of retail media into broader advertising technology stacks. This marks a maturation phase for the sector, moving beyond initial hype towards practical, scalable implementation.

• The Trendmonitor Retail Media 2026 is based on assessments from the Retail Media expert circle of the Trendmonitor 2026 working group 'Die Mediaagenturen'.
• Retail media has established itself as a fixed component of the digital advertising market.
• The report emphasizes the shift from proving relevance to demonstrating effectiveness, data transparency, and technical connectivity.

Furo Founders Leave Silicon Valley, Find Success in Germany

Furo, a startup developing software for industrial battery storage systems, has secured $4 million in funding from mostly U.S. backers. The three 28-year-old founders chose to leave Silicon Valley and return to Germany, believing this decision has accelerated their business growth. Just a year after founding, Furo has acquired enterprise clients such as Deutsche Bahn. The funding round was led by TQ Ventures with participation from Neo and Sandberg Bernthal Venture Partners. The founders, who studied at Stanford and UC Berkeley through Munich's CDTM program, found that being close to German customers and talent, along with favorable salaries, provided a competitive advantage. They maintain a U.S. network through frequent visits and fundraising efforts.

• Furo secured $4 million in funding from mostly U.S. backers.
• The funding round was led by TQ Ventures with participation from Neo and Sandberg Bernthal Venture Partners.
• Furo has locked in enterprise clients such as German rail company Deutsche Bahn.

Deutsche Bahn Rebranding Gets Mixed Reviews from Design Experts

Deutsche Bahn recently unveiled a new corporate design as part of its largest restructuring program. Design experts have given mixed reviews, with some praising the new look while others criticize it as fragmented. The rebranding is part of a broader effort to modernize the company's image amid operational challenges. The article includes expert opinions and compares the reception to other recent rebrandings, such as Instagram's.

• Deutsche Bahn introduced a new corporate design one week before the article's publication.
• The rebranding occurs during the largest restructuring program in the company's history.
• Design experts have mixed opinions, with some praising and others criticizing the new look as fragmented.

Ikea opens first pop-up at Deutsche Bahn station

Ikea will open its first-ever pop-up store at a Deutsche Bahn location in Germany. The mini-store, described as the smallest Ikea to date at roughly 50 square meters, will open on 25 August 2026 in the western longitudinal hall of Nürnberg Hauptbahnhof. The activation aims to attract passing travellers by offering everyday items from Ikea's assortment. The report was published by Horizont on 20 August 2026.

• Ikea will open its first pop-up store at a Deutsche Bahn location in Germany.
• The store will open on 25 August 2026.
• Location: Nürnberg Hauptbahnhof (Nuremberg central station), western longitudinal hall.