Have you ever heard of the CES(International Consumer Electronics Show) exhibition? ST participated in the online fair and tried to cover it. We summarized the endless development of technology in each field. ..................Ed
The International CES, the world’s largest electronics festival, opened on January 11. This year’s event, which was held online for the first time in 54 years in the aftermath of COVID-19, showed technology competition targeting the ‘revenge spending market’ that will emerge after the end of COVID-19. Let’s take a look at the new technology paradigm of the post-corona era with ST.
This year’s CES solidified the status of global technology companies, with 341 Korean companies, including Samsung Electronics and LG Electronics, setting the tone of the event. Samsung Electronics was expecting growth of the mini-LED TV market, which is different from the current TVs, by introducing the Neo QLED. Samsung Electronics announced that it applied the Quantum Dot technology to accurately express colors and improve brightness.
QNED, a mini-LED TV introduced by LG Electronics, attracted attention by applying ‘Quantum Nanocell Color Technology,’ a new technology that utilizes nanocell and quantum dot-based technologies at the same time, while China’s Hisense unveiled a line-up of TriChroma Laser TV that reflects images on the screen through a laser light source. Meanwhile, SONY was targeting the North American market, which is the largest consumer electronics market, by introducing the next generation Bravia XR TV equipped with ‘Cognitive Process XR’ that recognizes the focus of viewers and analyzes the images on screen.
The strengthening of smart functions of TVs, such as gaming, fitness, and OTT services, was cited as this year’s TV trend due to the influence of ‘stay-at-home’ from COVID-19. In addition, LG OLED TV had become the best TV of CES for the seventh consecutive year since 2015, winning the best award in the official award partner Engadget TV category and the best innovation award in the CTA category.
The technologies to focus on in smartphones were ‘rollable display’ that could freely adjust the degree of bending of the screen and ‘UDC(under panel camera)’ that could hide the front camera. LG Electronics provided a preview video of the world’s first rollable phone, and it was predicting competition for new form factors (physical appearance of hardware products). However, an industry source also expressed concern that Chinese companies, such as TCL, were more active in using the rollable display and UDC technology than the Korean companies at the CES. TCL also revealed its ambition to produce OLED panels at lower prices than its competitors by introducing the printed OLED scrolling display that could expand screens up to 17 inches. An industry official explained, “The UDC technology of Chinese companies is still not attracting attention as killer content in the market due to huge technical differences.”
This year, the automotive industry is expected to accelerate the conversion of electric vehicles. GM(General Motors) in the U.S. introduced BrightDrop, an electric truck service for delivery, and Ultimate, an electric vehicle platform that can reduce costs by 40% compared to existing batteries, driving 700 km on a single charge. BMW announced the pure electric vehicle ‘iX.’ Audi announced the concept of the ‘e-tron GT,’ which is equipped with an electric motor that can produce 640 horsepower.
LG Electronics was planning to establish a joint venture with Magna International, the world’s third largest auto parts maker. Harman International, a subsidiary of Samsung Electronics, announced Digital Cockpit(multi-display in vehicle) in 2021. This was characterized by strengthening the infotainment system that can make the interior of the vehicle a ‘third living space’ while on the move.
Many companies also introduced personal flying products. The Cadillac eVTOL, unveiled by GM, is designed to carry one passenger at speeds of up to 90 kilometers per hour and it is powered only by an electric battery. Passengers could fly to their destination on their own without having to drive themselves. U.S. electric aircraft startup Archer said it planned to partner with Fiat Chrysler to produce the world’s first fully electric aircraft. The vertical take-off and landing flying car, which Archer is preparing, was known for its ability to fly up to 23 kilometers per hour and up to 96 kilometers per hour on a single charge.
Robots had shown a new vision as a key area of future home appliances. Various robot lineups had been unveiled, including Handy, which was introduced by Samsung Electronics, and LG Electronics’ Chloe. Industries predicted that the commercialization of robots would be accelerated with COVID-19. Also, robots are expected to gradually expand their scope, including sterilization, from household helpers.
Utilization of AI in home appliances has also increased. Through the technical cooperation with LG Electronics, CJ OliveNetworks introduced ‘Recipic,’ an AI technology that recommends personalized food and recipes by connecting refrigerators and customers. Recipic is a technology that combines food ingredients stored in the refrigerator with the user’s data accumulated in the refrigerator in order to recommend recipes that will suit the customers’ lifestyles, and suggest foods that match them. Cha In-hyuk, CEO of CJ OliveNetworks, said, “We can strengthen our interaction with consumers by combining consumer electronics and food data through IT technology.”
At CES 2021, customized technology for the post-corona era was also in the spotlight. Game product developer RAZER unveiled the reusable N95-level smart mask, Project Hazel. It is made of recycled plastic material that is strong against waterproofing and scratching, and a transparent material that will allow better communication between people. It is still a prototype, and it is expected to be able to replace two circular filters next to the mouth and use the built-in microphone and AMP(amplifier) for enhanced vocal delivery.
Seoul Viosys introduced the Violeds, a technology that can remove up to 99.4% of new types of coronavirus in one second. It is a technology brand of UV LED developed by Seoul Biosys with SETi in the United States. It can destroy the DNA of harmful bacteria and prevent them from spreading, which also works for fungi and viruses. Violeds technology is characterized by providing up to 50,000 hours of life, which is longer than conventional sterilization lighting such as the UV mercury lamp.
Park Jun-young (ST Reporter)