Big tech companies opt for virtual appearance at CES


With COVID-19 cases reaching record highs, tech giants like Google and Microsoft are among those who have decided they will not be physically present at CES 2022, the largest annual consumer electronics show. which is being held this week in Las Vegas.

But the show must go on. Whether attending in person or virtually, some of Southern California’s most notable tech companies will be attending CES, including taking the opportunity to unveil new products and services.

Santa Monica-based electric scooter operator Bird is among those who will be in the house at CES. The company has a 3,500 square foot interactive booth, which will showcase the positive impact of its scooters on the economies and carbon emissions of more than 350 cities around the world. Bird will also showcase vehicles including its new electric bike, the Flex electric scooter and the Birdie Glow children’s scooter.

In the field of electric automobiles, Manhattan Beach-based Fisker will showcase its all-electric Fisker Ocean SUV and highlighting vehicle digital radar driving assistance system. And Playa Vista-based VinFast Automotive will unveil its full line of electric vehicles, announce prices for its two electric SUVs, and share plans to stop making gasoline-powered vehicles by the end of this year.

On the hardware front, San Diego-based wireless technology company Qualcomm is a prominent presenter at this year’s event; the company takes the opportunity to reveal a partnership with Microsoft on chips for the Seattle giant’s new AR glasses, as well as extended relationships with the car manufacturers Volvo, Honda and Renault. Irvine-based gaming hardware company Razer is launch new models of his Blade gaming laptop (among a range of other products), and will be live broadcast an in-person event at his RazerStore in Las Vegas on Thursday.

While Qualcomm CEO Cristiano Amon is one of the few major CEOs to speak on site at CES, other SoCal-based companies have opted for a virtual or limited presence instead. This includes two of the region’s social media giants: Culver City-based social media giant TikTok announced last month that it would participate digitally “in light of the increase in positive COVID-19 cases in across the country, ”while Santa Monica-based Snap plans to keep a small presence at CES, primarily for managing sales meetings.

The world of crypto and blockchain technology will also be represented at CES. One of LA’s most notable NFT companies, Blockparty, will be in attendance and recently announced the launch of its new app just in time for the exhibition. The app allows content creators to securely connect an NFT to a physical object and tokenize physical assets.

This year’s CES hybrid edition, which runs Jan. 5-7, will be shorter than the usual four-day affair. “We are shortening the show to three days and have put in place comprehensive sanitary measures for the safety of all attendees and attendees,” said Gary Shapiro, president and CEO of the Consumer Technology Association (CTA), the organizer of the event, in a press release. Release.

Still, more than 2,200 exhibitors are expected to attend in person as a result of last year’s virtual-only event. CTA is providing participants with a free Abbott BinaxNow COVID-19 self-test kit to test for the virus within 24 hours of entering the site. For international participants, there will be free PCR tests for those who need a test to travel abroad after the end of the fair.

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