Preview of 'CES 2021'... 'Innovation' and 'Future' Unfold in Everyday Life

Invitation to Precious Everyday Life... Samsung and LG's Innovation War
Mobility, a Gamble on the 'Future' Approaching Closer... Mando and GS Caltex's First Participation
GM Announces 'Electrification Strategy'... Mercedes-Benz Unveils 'MBUX Hyperscreen Concept'
Domestic Startups Also Showcase Their Technology

[Asia Economy reporters Ki-min Lee and Ji-hee Kim] The world's largest IT and home appliance exhibition, 'CES 2021,' will be held online for the first time ever from the 11th to the 14th of this month (local time), where participating companies will showcase innovative new technologies tailored to the accelerated new normal era brought on by the COVID-19 pandemic.

Following last year's COVID-19 crisis, there is a growing focus on innovative products applicable to everyday life and the future envisioned through innovation.

Samsung and LG Electronics: A Stage for 'Innovation' in 'Everyday Life'

According to the Consumer Technology Association (CTA) and related industries on the 6th, Samsung Electronics and LG Electronics will hold press conferences for global media on the opening day of CES 2021, the 11th. Both companies have presented not only new technologies and products but also their corporate philosophies and future values annually at CES. Samsung Electronics and LG Electronics have set this year's CES themes as 'A Better Everyday Life for Everyone' and 'Precious Everyday Life Continues. Enjoy Comfortable Home Life with LG,' respectively.

At Samsung Electronics' press conference, which will be held for 30 minutes starting at 9 a.m. on the 11th, Seunghyun Joon, President of Samsung Research, will introduce innovative products and services based on artificial intelligence (AI), Internet of Things (IoT), and 5G communication technologies. From the 12th, the digital showcase will feature Samsung's flagship products and technologies, including CES Innovation Award-winning products. Notably, the 'Next-Generation Display' and 'Smart TV Accessibility,' which received the CES Best Innovation Award in the TV category, will be unveiled.

LG Electronics will also hold a 30-minute press conference starting at 8 a.m. on the 11th to sequentially introduce new products. Exhibits include the OLED TV, which won the CES Best Innovation Award for two consecutive years, and the 'LG QNED TV,' a premium LCD TV applying mini LED technology. They will also showcase a UV sterilization robot and the InstaView refrigerator that opens with voice commands. On the 12th, LG will conduct an online 'Future Technology Dialogue.' Park Il-pyung, Chief Technology Officer (CTO and President), plans to present innovations and future technologies across various fields, including LG Electronics products, together with industry experts.

Mobility: Betting on the 'Future' Approaching Closer

This year, with CES transitioning to an online format, participation from automakers has noticeably decreased. Hyundai Motor Company, which has participated in CES every year since 2009 alternately with Kia Motors, has decided not to attend this year for the first time in 13 years. However, Mando, a leading automotive parts company, and energy company GS Caltex are participating for the first time, showcasing 'Steer-by-Wire (SbW)' advanced driver assistance systems and 'drone delivery' and 'future gas stations,' respectively. SbW is a purely electronic product that enables flexible vehicle design and is considered a key technology for autonomous vehicles. Mando's SbW received an Innovation Award at this CES. GS Caltex proposes future gas stations that serve as mobility and logistics hubs, featuring drone long-distance flight technology capable of delivering between islands and land, electric and hydrogen vehicle charging, car sharing, micro-mobility, and drone delivery.

Foreign automakers are also participating in CES. U.S. GM Chairwoman Mary Barra will deliver a keynote speech on the 12th, announcing GM's electrification strategies across various brands, including 'building the foundation for the future electrification era.' It is also anticipated that GM's electric concept vehicles, including Chevrolet's electric pickup truck, will be unveiled at this event. Mercedes-Benz plans to reveal the MBUX Hyperscreen concept, which will be first applied to the luxury electric vehicle EQS to be launched within months. This new curved dashboard screen offers a new level of entertainment platform for front-seat passengers.

Startups Also Showcase Their Technologies at CES

Seoul City is participating in CES for the second consecutive year, creating a Seoul Pavilion and introducing solutions from 15 Seoul-based companies. They also plan to maximize global stakeholders' participation in the Seoul Pavilion through concurrent online business programs. Acting Mayor of Seoul, Seo Jeong-hyeop, will engage in a dialogue with CTA Chairman Gary Shapiro and others on the vision of Smart Seoul and the innovative startup ecosystem.

Samsung Electronics will unveil four outstanding projects from its in-house venture nurturing program 'C-Lab Inside' for the first time at CES. They will also support 17 startups nurtured through the external startup program 'C-Lab Outside' to participate in the online exhibition, supporting a total of 21 in-house projects and startups this year.

This content was produced with the assistance of AI translation services.