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IFA: LG, Google, bring smarts to the kitchen

LG, Google, and Innit have unveiled a joint solution for the Smart Kitchen that enables hands-free voice control, step-by-step guided cooking, and automated expert cook programs on premium signature kitchen suite ovens and ranges at this year’s IFA.

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LG’s Smart Display is a powerful AI-enabled Smart Speaker with an 8-inch display for a richer interactive experience, ideally suited for the kitchen counter, allowing consumers to hear and see the help they need for a wide variety of tasks. Innit is featured as the first smart kitchen platform on the smart display, enabling rich guided cooking experiences with step-by-step videos, as well as automated orchestration of connected appliances, including Signature Kitchen Suite with SmartThinQ.

Signature Kitchen Suite appliances provide unparalleled precision, performance, and versatility. Innit helps consumers maximize these benefits by enabling automated expert cooking programs that are tailored to the unique properties of each meal, and to the advanced cooking features of each appliance. Simply ask the Smart Display to start cooking, and Innit sends a multi-step adaptive cooking program to the appliance while monitoring thousands of data points, ensuring optimal results every time.

“Signature Kitchen Suite helps home chefs achieve amazing results by staying true to food,” said Alice Ryu, Head of Smart Solution Business of LG Electronics Home Appliance & Air Solutions Company. “When we respect the food at every level, we can create incredible experiences. Our joint solution with Google and Innit is wholly aligned with this approach.”

The demo at IFA 2018 shows how consumers can answer the everyday question of “What’s for dinner?” with personalized meal suggestions. Home chefs can access helpful how-to videos hands-free, making it easy and fun to cook new foods. Innit works with kitchen appliances, including the Signature Kitchen Suite ovens, to deliver cooking programs that are orchestrated and tailored to each meal. The results are perfectly timed to ensure all parts of the meal are ready at the same time, allowing customers to confidently leave the kitchen knowing the meal is in good hands.

“In the past, consumers may have had to open up six or seven apps to get the help they need cooking, including nutrition information, recipes, shopping lists, how-to videos, and remote control apps for various devices,” said Kevin Brown, CEO and co-founder of Innit. “With LG, Google, and Innit working together, consumers can enjoy a single elegant journey that gives them the confidence and assistance to create incredible meals every day.”

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Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK

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One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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Robots coming to IFA

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Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.

The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.

The following will be among the exhibitors making Hall 26 a must-visit:

Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.

Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.

Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.

Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.

Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.

And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.

IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com

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