For the second consecutive year, the European Pavilion returns to CES Las Vegas, the world’s most influential tech exhibition. Prior to the official commencement of the trade fair, we sat with John Kelley, Vice President at the Consumer Technology Association (CTA) & Acting Show Director at CES, for a quick fireside chat. John talks about European innovations and shares highlights on what to expect in next year’s tradeshow.
CES 2023 will shine a spotlight on how technology helps people tackle the world’s most pressing problems with the inspirational theme ‘’Human security for All’’. What does this concept mean to you and how can tech innovators contribute to advancing human security?
At CES 2023, we’ll showcase innovations that are solving the world’s biggest challenges and technology that is improving the lives of millions of people around the globe. We’re also working with The World Academy of Art and Science, a UN partner, to highlight the critical role of technology in advancing the United Nations Human Security for All (HS4A) program. Protecting human securities – or as we often call them, human rights – is something that we should all be thinking about. Increasingly, the tech community is called upon to play a leadership role in these efforts, and we’ve seen thousands of companies rise to the challenge.
At a basic level, we’re talking about advances that help to ensure adequate access to things like food, energy and healthcare. With these challenges in mind, John Deere introduced an autonomous electric tractor that can run 24-7, helping to address food production challenges and making agriculture more sustainable. Companies like Moen and TurnOnGreen have introduced technologies that reduce energy consumption in everything from EV chargers to home appliances. And new at-home and wearable medical technology from companies like Abbott and Withings is giving people access to more information about their own health.
What should the attendees expect at CES 2023? Do you have a “must visit” area you would recommend?
Attendees at CES 2023 can expect to see the latest innovations in a wide range of tech sectors, including digital health, smart home, automotive and mobility, metaverse, food tech and more. You’ll also see key themes like sustainability tech across the show floor. This year, we’re introducing two new segments – Web3 and remote work tech – as well as new and unexpected tech like electric and autonomous marine technology. While we think every area of CES is a “must-visit,” attendees should be sure to check out our sold-out automotive and mobility exhibition in West Hall. This area will feature autonomous driving technologies and electric vehicles from some of the biggest automotive brands in the world as well as new players in the mobility tech segment.
For the second consecutive year, Europe will have had a strong presence at the trade fair. What added value does the European Pavilion bring to the tradeshow?
Our European exhibitors are the life blood of CES! We’re expecting delegations from Europe, with a particularly strong presence in the Venetian Expo – our home for startups. In fact, in 2019 there were more European startups than American startups! That’s a testament to European countries’ strong innovation ecosystems. In recent years, we’ve also seen a move towards sustainability-focused tech innovation from our European exhibitors – which is reflected in our annual Innovation Awards.
From your personal standpoint, how can CES help European innovators overcome the barriers of internationalization and forge strategic business partnerships in the US?
I recommend taking advantage of the opportunities for networking and exposure that CES has to offer. CES convenes tens of thousands of industry leaders, policymakers, buyers and media from around the globe – all looking for the next big thing. The average executive holds 29 meetings at CES, and 94% of our exhibitors report that CES influences annual sales. It’s a particularly important platform for small businesses and startups, and we heard directly from many exhibitors at CES 2022 that they were grateful our show went forward as an in-person event last year. In short, CES is a place where business gets done.
Looking for a U.S acquisition to expand your foothold here? Check out the start-up exhibitors in Eureka Park. Interested in current trade policy? Attend one of our 200+ conference sessions. Want to collaborate with another company for a joint project? There is ample opportunity for sideline conversations and meetings.
In the era of digital reinvention, many start-up leaders are struggling to perform the balancing act of transforming business processes and embracing new technology. How are successful companies achieving this and what’s essential in making this transition?
Startups are disrupting existing industries and helping to create new ones, introducing tech advances that make our lives easier, safer and more productive. But the pace of innovation has certainly increased over the past decade, making it more challenging for business leaders to keep up. The key to surviving and thriving, especially in a time of economic headwinds, is to embrace change and be willing to adapt your business. It can also be helpful to invest in your local community to build a skilled workforce and create a talent pipeline for your business.
Any piece of advice that you would like to share with the European entrepreneurs, who will showcase their impactful solutions in January?
As CTA President and CEO Gary Shapiro likes to say, entrepreneurs need to adopt a “ninja” mindset – the ability and willingness to embrace change and transform your business. Always work to understand what your customers want and capitalize on opportunities at lightning speed. And we can’t wait to see you in Las Vegas!
CES 2023 will take place in Las Vegas, USA from 5 to 8 January with press conferences, numerous workshops, fruitful roundtable discussions and keynote speeches from industry leaders. Sustainability, digital health, metaverse, electric vehicles, transportation and mobility will have a commanding presence at the show.
Find out more about the EIC Overseas Trade Fairs Programme 2.0 and check out the highlights of the European Pavilion at CES 2022 here. The official delegation of European SMEs to attend CES 2023 will be announced soon.
