San Francisco (AFP)
The 2021 edition of the Consumer Electronics Show (CES), the most famous annual trade fair for consumer electronics and start-ups, kicked off on Monday, after a year marked by the explosion of technologies in the daily life of the made of the pandemic and containment measures.
"If we believed in conspiracy theories, we could imagine that companies in the sector conspired to invent the Covid-19 to force the digital transformation of consumers," joked David Myhrer, analyst at IDC, at a conference of press on the major trends.
He was speaking from his living room, like many other speakers, as CES for the first time is being held entirely online, away from the Las Vegas casinos that usually host it.
But the virtual format seems to have discouraged many participants: 1,800 exhibitors have registered, against 4,000 for the 2020 edition.
The past year has been extremely beneficial to this industry.
Consumers "have had no choice but to embrace the technologies," insists David Myhrer, who foresees an increased transformation of homes around professional and personal needs.
"We are seeing the emergence of a space 'in the house dedicated to videoconferencing' that can be used by different members of the family," he notes.
According to his firm, 64.4% of American households have at least one so-called “smart” device, that is to say connected to the Internet, such as televisions or voice-controlled speakers.
- "Covid tech" -
The Consumer Technology Association (CTA), which hosts the show, hopes to attract some 100,000 attendees, half as many as last year.
On the program, like in other years, ever more agile robots, ever more efficient screens, more and more autonomous cars, bracelets that take the pulse, connected soles ...
In times of pandemic, health will take center stage.
After "health tech", it is "Covid tech" which is in fashion, with connected thermometers and disinfectant robots for offices and other public places.
"Items that were viewed with amusement last year, such as personal air purifiers, will be taken much more seriously this year," notes independent analyst Richard Windsor, author of the Radio Free Mobile blog.
Many start-ups are trying to meet the needs of companies who want to reopen their premises and create the conditions for a "new normal".
The Californian mAIrobotics, for example, offers cameras capable of scanning a room to take the temperature of all those present, but also of detecting the non-wearing of a mask or violations of social distancing.
The elderly, at home or in retirement homes, are also at the heart of concerns, with easy-to-use companion robots and floor-to-ceiling sensors, including lamps and watches, to alert in the event of a fall, for example.
- Virtual wow -
CES should also show what "the future of 5G will look like," notes analyst Dan Ives of Wedbush Securities.
The South Korean giant Samsung, which released one of the very first phones with the new generation of ultra-fast mobile telephony at the end of 2019, is eagerly awaited in this field.
He must also present his next Galaxy smartphone on Thursday, in a separate marketing event.
The cars will not be left out, even if spectators will have to content themselves with promotional videos.
Audi, in particular, is due to launch its electric sports car.
And manufacturers will show their progress in vehicle autonomy.
“We estimate that around a trillion dollars are going to be spent in this industry, and ultimately by consumers, in the coming decade, with leaders like Waymo / Google, Tesla, Aurora, Lyft, DiDi, Zoox (.. .) ", says Dan Ives.
From Monday to Thursday, the Consumer Technology Association will have to convince that its annual show remains a meeting place, without the stands, restaurants and endless queues for taxis.
The website therefore seeks to promote discussion and certain events will be broadcast live, including for the general public.
Spectators will be able to click on the virtual booths to watch presentation videos and participate in conversations.
Some brands have nevertheless invested to impress digital customers.
LG, the second South Korean appliance maker behind Samsung, had a "virtual human influencer", in this case a female avatar, Monday morning, who spoke of the upcoming unveiling of a new robot and work in progress on a screen of a "rolling" smartphone.
© 2021 AFP