Dentsu Group Exhibits at Asia's First Home Appliance Trade Fair
The "2015 International CES Asia," the overseas counterpart to the world's largest consumer electronics trade show, the Consumer Electronics Show (CES) held annually in Las Vegas, USA, took place in Shanghai, China, from May 25 to 27 (hosted by the US Consumer Electronics Association). This marked the first time the event was held in Asia, with approximately 250 companies from 15 countries and regions exhibiting and attendance reaching 20,000 visitors.
DAN China, part of Dentsu Inc. Aegis Network UK (Dentsu Inc. overseas headquarters), exhibited at the show. Dentsu Inc.'s Tokyo headquarters also displayed two products. While major Japanese electronics manufacturers opted not to participate, these companies stood out.
CES Asia featured numerous new products across 14 categories—including automotive, robotics, 3D printing, smart homes, and wearables—under three major themes: "Connectivity," "Innovation," and "Internet of Things" (IoT). Reflecting China's status as the world's largest auto market, many automakers showcased their latest technologies, such as autonomous driving systems. Chinese companies also made their presence felt in the IoT field.
DAN China's exhibition theme was "THE NEXT WAVE." Its brands pooled their technology to showcase seven products, including two exhibits from Dentsu Inc. headquarters.
Emotion Analyzer (Dentsu ScienceJam Inc., Dentsu CDC)
A kit that can simply analyze five emotions—"Like," "Interest," "Concentration," "Sleepiness," and "Stress"—from brain waves. It is already being used in product development for automobiles and restaurant menu development.
Social Ticker (Dentsu Inc. BCC)
Displays sentiment about your company and competitors on social networks as volume on a wristwatch-style wearable screen. A tool for senior marketing executives to grasp positive, negative, and neutral situations in real time.
POPCON (Carat, Amplifi, Mango TV, AVD)
A new technology that displays information as pop-outs on video screens via PCs or mobile devices. Developed jointly with China's major internet TV platforms Mango TV and AVD, it allows viewers to click on items like performers' clothing to view product information, providing a new consumption experience while watching videos.
ICPAPER (Carat, Yo-ren, AgIc)
An advertising medium that is both paper and digital. A groundbreaking technology that uses printed electrical circuits, sensors, and power sources to generate light and sound, enabling new digital communication experiences.
The booth also showcased the "iButterfly" app (&c.), which uses AR (augmented reality) and location data to let users obtain electronic coupons and content in a game-like manner; the "Galar Virtual Reality" display (Dentsu Inc. Tech), which provides an immersive virtual space experience when worn on the head; and the "SonicRay" sound environment (Posterscope), which uses directional audio technology to pinpoint advertising messages. The booth showcased the Dentsu Group's cutting-edge innovations.
The rapidly growing and fast-paced Chinese market. Participants shared tangible feedback on business opportunities, stating, "I felt the strong demand firsthand, something you don't experience at Japanese exhibitions," and "I truly grasped the potential of the Chinese market."
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