My 3 Wow Moments from the 2023 CES - 3 of 3

Here is the third and last surprise I discovered in Las Vegas during CES 2023. You may find the two others, respectively here and here.

Convergence

What surprised me most this year is the frantic convergence that can be observed. Each player seems to be leaving its historical activity to go explore new territories.

For example, Sony is entering the world of autonomous electric vehicles with the Afeela. Even though this initiative is done in partnership with Honda, it is Sony that is bringing it to public, to the point of dedicating almost half of its exhibition space to it. The link between the game console and television manufacturer and the automotive world does not seem immediate, as the issues between the two worlds sounds different. From my point of view, the design of an autonomous vehicle is much more complex than that of a gaming console, even if the vehicle incorporates a PS5. The Sony/Honda consortium must think differently to make Sony carry out this major project.

In the same vein, I was very surprised by Bosch's marketing positioning, with a skewed communication that pleasantly dusts off the German giant.

Beyond the communication aspect, which is more about form than content, the most surprising thing is the content of the equipment supplier's positioning this year at CES. All of their presence was focused on the BHI380 component, a mems that incorporates some functions of Artificial Intelligence. Even if Bosch indicates that all its products now incorporate AI thanks to this chip (ABS, engines, etc.), and even if the company has the means to design and produce electronic components, it is very disconcerting to see them sell this component directly, facing ST, QualComm & co head-on on their own terrain.

I see two possible explanations for this new positioning:

1. The shortage of components has strained Bosch's supply chain, making it obvious the need to depend less on external sources for its key components, such as an AI chip.
2. The cost of developing such a chip can only be amortized by immense volumes and supplying the BHI380 to partners can make the operation less financially painful for Bosch.

?

In any case, there is a diversification of activities, which seems a bit erratic from the outside, but which probably finds rationality among the strategists of these large groups.

The future will tell us if these strategic moves were wise or not, but CES remains a great point of view to observe the tech world.

Can't wait for 2024!

See you from January 9th to 12th, 2024 in Las Vegas at next CES !!!