CES 2018: the impact technology is bringing to all industries


CES 2018: the impact technology is bringing to all industries

Sharing the highlights of the Tech event

Technology event CES 2018 hosted over 180,000 attendees. Among them were Dutch startups and Deloitte’s Melissa Raczak, who shares the highlights below. Key focus: automotive, AI, AR/VR, IoT, and need-to-knows about generation Z. Biggest challenges: security, Original Equipment Manufacturers and women in tech.

Melissa Raczak - 30 January 2018

Dutch Startup Pavilion

Imagine the floor area that is needed for an event attended by so many people, with 4,000 exhibiting companies and 1,200 speakers. I was so glad I was there with a client from a large media company, as this was a great opportunity to show him around, select and explain the most relevant innovations and technologies to him and connect with other companies. For instance, we went to the Dutch Startup Pavilion where we had dinner with Dutch Prince Constantijn and a number of CEOs, bankers and founders of great startups like John B. Rogers of Local Motors, who are developing and delivering self-driving vans. 

The power of data and AI

The importance of AI for all industries is increasing so fast. Many (medical) scientists are already using AI to solve diseases such as cancer. Intel’s CEO Brian Krzanich showed us the power of data and AI. For instance, immersive media will allow us to deliver personal, realistic (360 degrees) content to consumers, increasing consumer engagement. Volumetric video is another innovation. Intel will be placing cameras across sports fields, allowing viewers to choose what parts of the field they want to view (True View). And then there’s Voxel, which adds depth and extra visual information to a picture for user experience.

Virtual Reality/Augmented Reality

We already mentioned innovations in the medical field based on AI. VR/AR is another technology that will improve healthcare. For instance, Accuvein has developed a solution to see a patient’s veins and help medical staff to find a vein on the first try. Another promising field for VR/AR is training and learning. The CEO of PTC showed how this technology can help reduce training costs and support customer service solutions. Put your smartphone over an image in a manual. The image immediately turns three-dimensional, and moveable parts of e.g. machines start moving. You can push buttons and try out the piece of equipment. This technology will significantly reduce costs of training and increase the customer service experiences.


The automotive industry was well-represented. We saw the future automobiles, and all kinds of apps that are now available on smartphones and will be included in dashboards, from video chats to voice recognition for commands. We heard that gas stations will be replaced by charging stations, which will obviously require the attention of the oil and gas industry, but is also relevant for insurance companies. Autonomous cars were discussed as well, the biggest challenges still being security, road blocks/construction, government (e.g. parking and auto storage), and connectivity.

Generation Z

With generation Z becoming more visible (as consumers and employees) there was also a presentation on this age group. This generation is more tech-savvy than we already thought, but also very price conscious. When it comes to media, they are fond of (hard back) books, but magazines are a big no. Short-term videos are gaining in popularity, which is relevant for advertising – a 2 minute video should not be preceded by a 2 minute advertisement. Streaming (e.g. on smartphones) has largely replaced traditional TV, but most young people still like TV and will watch it on any device available to them. Finally, privacy is crucial in order to get this generation’s attention and brand loyalty.

Smart cities and IoT

Deloitte was well presented at the CES. There was continuous presentations at the Deloitte Booth on Smart Cities and IoT with government leaders, CxOs and technologists sharing their views on the future. VIP tours with our clients were organized to tour the floor, we learned about Bosch’s IoT strategy and how this is transforming their product developments.


Of course, events like these are an excellent way to expand your knowledge and your network. This was actually one of the reasons behind the Deloitte Women in Tech dinner during CES 2018. Women are still a minority in tech and face even more challenges than their male counterparts. However, there are common challenges as well, especially in the field of security. CES was highly criticized for the lack of keynote female speakers, so come on ladies, next year be present!
Some additional key take aways were the importance of layering your security. Also, we discovered that tech companies driving innovations are frustrated with Original Equipment Manufacturers who are not moving fast enough to integrate the possible technologies. All in all, this event was an eye-opener. We hope to return next year and share our experiences with you again!

More information on Trends in Technology?

Do you want to know more on technology trends? Please contact Melissa Raczak at +31882882085

CES 2018 Keynote by Intel’s CEO, Brian Krzanich

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