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A startup’s guide to CES – TechCrunch

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The Consumer Electronics Show, like Burning Man, is a massive event in the middle of the desert. Also like Burning Man it is populated by some of the greatest minds in technology. But, unlike Burning Man, these people are all dressed and only a few of them are on hard psychotropic drugs. Also CES is mostly inside.

Here are some tips and tricks I’ve collected over a long career spent staying in awful hotels and wandering around massive conference halls full of things that won’t be released for another year. Hopefully they can be of some use.

Why should you go?

CES is not about innovation. It is about networking with potential buyers. The show is massive and it is popular primarily because it is in Las Vegas, a city so nice they made the movie Casino about it. But the days of you and your brother being dragged out into the corn and beaten to death are gone and what’s left is an adult playground of 24-hour craps and bad drinks.

You are not going to CES to drink and gamble, however. As a startup you are going there to find customers or get press. If you have the hustle and the will you can easily meet hundreds of potential buyers for your technology, including some big names who usually buy massive booths to show off their “innovative” systems. When you go, bypass the armed booth guards who stand at the front directing traffic and go talk to the most bored person at the booth. This is usually some middle manager who was wrangled into telling people about his company’s most boring innovation. Talk to him or her like a human being, offer to take them out for a coffee, do whatever it takes to get a warm lead inside that massive company. Repeat this hundreds of times.

CES costs $300 and the tickets to LV and the hotel will cost far more. Be sure you’re not cash-poor before you go. This isn’t a Hail Mary for your startup, it’s a step along the way.

If you don’t think you can pull off this sort of social engineering I describe, please don’t go to CES, or instead send the most personable member of the team. It’s too big and there are already enough nervous nerds walking around.

You haven’t planned yet?

So you’ve decided to go. Do you have tickets? A hotel? At least an Airbnb? It’s pretty much too late right now to get any of those things in time for January 8th, but you can try.

Further, if you have a friend who lives there, go stay with them. The hotels gouge you during this week. Check out the Excalibur, arguably one of the worst on the strip. Right now, you can stay at this illustrious medieval-themed hotel for $25:

Need a smoke-smelling room abutting a flying buttress topped with an animatronic Merlin around January 9? Fear not, my liege!

The best time to book for CES is a year before CES. The second best time is never.

Maybe you’re going to buy a booth. I wouldn’t, but go ahead and give it a try. I like what my friend Tommy here did. Instead of going through one of the countless staffing agencies in Las Vegas he put out a general call for help and he got plenty of responses. Lots of people would be willing to go to Las Vegas to help out for not much cash.

Do everything in your power to stay as close to the Convention Center or Sands (the hall with all the startups) as possible. It is a living hell trying to get around Las Vegas and you’ll thank me later for every hour in a cab line you save for yourself.

Go to where the action is

If you are trying to get press for your product launch then you came to the wrong place. First, if you’re going to CES to launch then you MUST LAUNCH AT CES. I’ve seen too many idiotic startups who flew in, paid for everything and then told the world they’d launch in like two months or whenever Sven back at the main office in Oslo was done putting the finishing touches on the device driver. If you’re not ready to ship don’t go.

Do not spam journos about your product unless you know them. Your emails will fall into a black hole.

Further, instead of getting a booth at the show I recommend getting a booth at Showstoppers or Digital Experience. The events cost about $8,000 for a booth and are approximately the same. They are held before the main event and they’re where all the journalists go to get free prime rib and ignore you. It’s also where all of the small market journalists and the weird freelancers who wear fishing vests and live in Scranton wander around, so be ready to do a little target acquisition.

Want my advice? Put one person at your booth who can tell your story in two minutes exactly. That person must tell that story as many times as possible and give the odd journalist who will stand there asking dumb questions for an hour the stiff arm whenever someone else comes up. Maximize your message dispersal. Also, if you have product, then have about 20 pieces there ready to give away to Engadget, Gizmodo, The New York Times, The Verge and the like. Don’t give anything to me if I see you. I don’t want that crap in my suitcase.

Now for the ingenious part. Find the most popular food item at the buffets and stand next to it. When a hungry journo comes up to grab a spaghetti taco or whatever, scope out their badge and offer to walk them over to your booth. They’ll harrumph a little but unless they are one of the countless millennial reporters who believe they have to live-blog these events they have nothing else to do that night except get drunk on gin and tonics. Drag them over to your booth and give them the two-minute pitch. They’ll be so busy eating they won’t be able to ask questions. Write down their email address — don’t ask them for a card — and give them yours. Then email the heck out of them for the next few days to remind them about your launch.

Further, never rent a suite and invite journos to come to you. They have enough trouble getting out of bed, let alone getting a cab to your dumb room. If a journo wants to meet, you MUST go to them. Don’t make them come to you.

Manage expectations

Like Burning Man, CES is the worst show on the planet held in one of the most unforgiving habitats known to man. As long as you accept these two points you will be fine. You will not “win” CES. At best, CES will give you a kick in the pants in regard to your competition and actual value to the world. Want to know if you have customer fit? Go to CES and meet your customers. Want to see if journalists care about your idea? Pitch them when they are fat and sassy at CES and feeling powerful. That experience will humble even the biggest ego.

Remember: The world is a cold, uncaring place and this is doubly true at CES.

Be careful with PR people

See that animated GIF above? That’s how I manage my CES email. I scroll through the subject lines, look for people I know, then select all unread and delete them. One of the worst things about CES is that the letters “CES” show up in multiple words and, barring writing a regular expression, it is very difficult to filter them out; 99 percent of your CES emails will go unread.

So should you hire a PR person? Yes and no. If you hire them to just send emails then you might as well burn your money. However, if that PR person can lead you around the show and introduce you to folks who can help you get your story out then it might be worth it. Sadly, there is no way to tell how incompetent a PR person is until you get on the ground with them. I know a few I can recommend. Email me. Otherwise be very careful.

Don’t go

Look, CES sucks. I’m not going to lie to you. It’s too big, everyone there is distracted by potential blackjack winnings, and trying to get noticed or launch at CES is akin to holding a poetry reading in the middle of a rock concert: nobody is paying attention and you actually may annoy more people than you reach. It’s your call whether or not you want to give it a try, but be ready to hustle. Besides, there’s always next year.

Bonus Tip: Buy a humidifier

I learned this trick from Brian Lam, formerly of Gizmodo: when you land go to Walgreens and buy a very cheap humidifier. Put it in your room and leave it on all day. Las Vegas air is very dry and you’re almost guaranteed to get chapped lips and a cough if you don’t have at least one spot where it doesn’t feel like you’re on the surface of Mars.

This was us at CES 2008 or so. We were such sweet summer children.

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Huawei’s foldable is thinner, lighter, and has more battery than Samsung

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Huawei is still making phones, even if the US-China trade war puts most of the stalwart Android component vendors in a complicated relationship with the Chinese tech company. Huawei’s new phones are the flagship Huawei P60 Pro slab phone and a flagship foldable, the Huawei Mate X3.

The trade war makes these phones unique in the world of Android. First, it has a Qualcomm chip, but Huawei isn’t allowed to use the latest technology from Qualcomm, so the chip in both of these phones is the “Snapdragon 8+ Gen 1 4G Mobile Platform.” Besides being last year’s chip, this is a special, Huawei-only version of the chip that is branded as “4G.” It has had the 5G bands stripped out of it—both mmWave and sub 6 GHz.

The other oddity is the lack of Google Play apps internationally. Huawei isn’t allowed to ship the Google apps due to the export ban. While that’s normal in China (where Google Play isn’t available), internationally it means the phone is missing standard Google apps like YouTube, Gmail, Google Maps, the Google Assistant, Docs, Search, Photos, and other apps that make Android a competitive consumer OS. Instead of the Google ecosystem, you’ll be getting the OS with Huawei Mobile Services, which includes the Huawei AppGallery, Huawei Petal Maps, the Huawei Assistant (which appears just to be a search tool and some widgets, not a voice assistant), Huawei Pay, and Huawei apps for books, music, and video.

The OS is branded “EMUI 13.1” which presumably means it’s based on Android 13. Interestingly, Huawei still isn’t branding the OS with its supposedly homegrown OS called “HarmonyOS.” In China, the spec sheets list the phones with Harmony OS 3.1, but internationally they get EMUI 13.1, which is the name for Huawei’s Android skin. The company insists Harmony OS for phones is an Android rival and isn’t a copy and paste of the Android source code. But when we looked at the phone version of Harmony OS 2.0 in 2021, we found renamed Android code with no significant additions or changes beyond a typical Android skin. Huawei once claimed its Android rival would get an international release in 2022, but it still hasn’t happened.

The Chinese and English versions of the phone promo sites use the same exact pictures and apps, despite supposedly having different operating systems. Some of the English pictures, which should only show EMUI for the English markets, are labeled “HarmonyOS.” Certainly, the two OSes could share a design and have similarly branded apps, but if there were any real differences between EMUI (Android) and Harmony OS (supposedly not Android), it would be the easiest, most obvious thing in the world to explain. However, Huawei just can’t seem to provide any real evidence—curious! It’s almost like Android and Harmony OS are the same OS with two different names.

Other than the trade war stuff, the P60 Pro is a mostly normal slab smartphone with a 6.67-inch 120 Hz, 2700×1220 OLED display, 8GB of RAM, 256GB of storage, and a 4815 mAh battery. The phone has IP68 dust and water resistance, a USB-C port, Wi-Fi 6 support, 88 W wired charging, and 50 W wireless charging.

The most striking part of the design is the super-big camera opening on the back. This is only described as a 48 MP “Ultra Lighting camera.” It’s unclear if the super-big camera opening is there for any kind of functionality or if it’s just there to trick you into thinking the camera is big and impressive. If the company had used a huge 1-inch sensor like other phone manufacturers, I suspect Huawei would have said something about it. The big camera does look good though. It has a bit of a point-and-shoot camera design, which I’m always a fan of. Flanking the big camera is a 13 MP wide-angle lens and a 48 MP telephoto camera with an unlisted zoom rating.

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Apple Pay Later turns Apple into a full-on money lender

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With the limited launch today of a new service called Apple Pay Later, Apple will now lend money directly to users through the Wallet app on devices like the iPhone.

We first  heard about the service in 2021, and it was officially announced at the company’s Worldwide Developers Conference in June 2022. It faced several delays, though, as iOS 16 began to roll out last September.

Now Apple is “inviting select users to access a prerelease version of Apple Pay Later.” The service will roll out to everyone “in the coming months.”

Those who can use it now can apply for loans ranging in amount from $50 to $1,000—but they’ll only be able to spend the lent money with merchants (online or otherwise) that accept Apple Pay.

The loan payoffs will be split into four payments, and users will have six weeks to pay the loans off with no interest. The payments need to be made with a debit card, Apple says.

When users initiate the loan, Apple performs a soft credit check before making an offer. A screen appears on the user’s device that outlines the payment plan. Additionally, there is a screen within the Wallet app wherein users can track their loan balance and future payments on a calendar.

Apple Pay Later builds on Apple’s existing relationship with Mastercard and Goldman Sachs; the service is “enabled through the Mastercard Installments program,” which Apple says allows the service to work immediately with merchants that already accept Apple Pay. “Goldman Sachs is the issuer of the Mastercard payment credential used to complete Apple Pay Later purchases,” Apple says.

That said, Apple formed a subsidiary to finance Apple Pay Later loans—something it didn’t do with Apple Card or Apple Pay before. The subsidiary will start reporting loans to US credit bureaus this fall.

As smartphone adoption has slowed down somewhat recently, Apple has spent several years branching beyond profits based on hardware sales, diversifying within a wide range of services like streaming entertainment, cloud backups, fitness, and financial productions.

Listing image by Apple

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Open source espresso machine is one delicious rabbit hole inside another

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Enlarge / How far is too far to go for the perfect shot of espresso? Here’s at least one trail marker for you.

Norm Sohl

Making espresso at home involves a conundrum familiar to many activities: It can be great, cheap, or easy to figure out, but you can only pick, at most, two of those. You can spend an infinite amount of time and money tweaking and upgrading your gear, chasing shots that taste like the best café offerings, always wondering what else you could modify.

Or you could do what Norm Sohl did and build a highly configurable machine out of open source hardware plans and the thermal guts of an Espresso Gaggia. Here’s what Sohl did, and some further responses from the retired programmer and technical writer, now that his project has circulated in both open hardware and espresso-head circles.

Like many home espresso enthusiasts, Sohl had seen that his preferred machine, the Gaggia Classic Pro, could be modified in several ways, including adding a proportional–integral–derivative (PID) controller and other modifications to better control temperature, pressure, and shot volumes. Most intriguing to Sohl was Gaggiuino, a project that adds those things with the help of an Arduino Nano or STM32 Blackpill, a good deal of electrical work, and open software.

It looked neat to Sohl, but, as he told Ars in an email, he was pretty happy with the espresso he had dialed in on his Classic Pro. “[S]o I decided to build a new machine to experiment with. I didn’t want to risk not having coffee while experimenting on a new machine.” Luckily, he had an older machine, an Espresso Gaggia, and Gaggia’s home espresso machine designs have been fairly consistent for decades. After descaling the boiler, he had a pump, a boiler, and, as he writes, “a platform for experimentation, to try out some of the crazy things I was seeing on YouTube and online.”

Norm Sohl's DIY open source espresso maker. There's no drip tray yet, and a bit too much wiring and heat exposed, but it pulls shots.
Enlarge / Norm Sohl’s DIY open source espresso maker. There’s no drip tray yet, and a bit too much wiring and heat exposed, but it pulls shots.

Norm Sohl

Sohl ended up creating a loose guide to making your own highly configurable machine out of common espresso machine parts and the Gaggiuino software. From his own machine, he salvaged a pump with a pressure sensor, a boiler with a temperature sensor, an overpressure valve, and brew head. Sohl made a chassis for his new machine out of extrusion rails and stiffening plates.

The high-voltage boards and components were assembled breadboard style onto acrylic panels, held up by poster-tack adhesive. A 120-volt power connector was salvaged from a PC power supply, then mounted with a 3D-printed bracket. The low-voltage wires and parts were also tacked onto acrylic, individually crimped, and heat shrink-wrapped. And the control panel was 3D-printed, allowing for toggle switches and a touch-panel screen.

There’s more work to be done on Sohl’s unit; the exposed boiler and 120-volt wiring need to be hidden, and a drip tray would be nice. But it works. The first shot was fast and under-extracted, suggesting a finer grind and settings changes. Then again, that describes almost every first-time home espresso setup. Sohl writes that he hopes future versions of his project will make use of the Gaggiuino project’s own circuit board design and that he’ll have his 3D project files posted for sharing.

In an email interview, Sohl wrote that he has received friendly and encouraging responses to his project.

Mostly people are plotting their own path and wondering how deep they want to get into the weeds with extra control. My advice (if they ask!) is to get an ok machine and grinder (The Gaggia Classic and perhaps the Baratza Encore ESP grinder work for me) and then spend some quality time getting to know how to use them. For example, my grinder is old and it took me forever to figure out how fine I really had to go to get the kind of espresso I wanted.

Asked if he was intimidated by the amount of control he now had over each shot, Sohl responded, “Yes, but that’s a good thing?”

The level of control is amazing, and I am only beginning to dial in a shot that is as good as the one I get every morning from my stock machine. The machine itself still needs work before it goes into daily use – I want to add a decent drip tray before it will be really practical, and digital scales are another thing I… want to try. Honestly I think it may be overkill for my espresso needs, but I really enjoy the detailed work that goes into building and learning to use something like this. I think the satisfaction I get from building and experimenting is probably as important as the end product.

I asked Sohl which aspect was the most difficult: hardware, software/firmware, or getting the espresso dialed in. “It’s all pretty complicated, hard to pick just one thing,” he wrote. The software flashing worked without any programming on his part. The hardware required new skills, like crimping connectors, but he went slow and learned from small mistakes. Getting the espresso dialed in will probably be hardest, Sohl wrote. “I think I’ll buy a bag of fresh dark roast and spend a couple of afternoons pulling shots and changing parameters.”

Overall, “This is one of the most satisfying builds I’ve done—the mix of mechanical work, electronics, water and steam are challenging,” Sohl wrote. You can see many more shots of the DIY machine and its details at Sohl’s Substack, which we first saw via the Hackaday blog.

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