Hey Google… How have CES and OpSec changed over the past 7 years?

Valerie Finn
By Valerie Finn

Product Authentication | Brand Protection

CES billboardLast week 180,000+ people converged into Las Vegas for the annual CES conference. CES is the world's gathering place for all things tech related and where brands introduce their next-gen products for the consumer marketplace.

This was my 7th year attending and when I saw the billboard that stated “It’s like a backstage pass to the future” it caused me to pause and think about the changes and evolvement of tech products I’ve seen over the years.

There have always been the staple product launches of TV’s, smart cars and wearable fitness devices, but this year the show was overrun with Google’s branding presence everywhere you looked. From corporate branding on the interior and exterior of the monorail, advertising for Google Assistant in many partner booths and their own large booth which showcased all the “Friends of the Google Assistant” with the most notable attraction, “The Google Assistant Ride”. The Google Assistant Ride highlighted the functionality of how your day can be made easier with two simple words “Hey Google” and where at the end everyone, including myself, received a free Google Home Hub. Not to be outdone, Amazon’s Alexa was nearly always available in new products alongside Google and in my opinion, these two products were the main technology standout with thousands of products and cars interfacing with these two technologies. Just think… seven years ago, the phrases “Hey Google” or “Alexa” were not on the tips of everyone’s tongues.

The other main standout this year as I shuffled between the show’s locations spread across Tech East, West and South was the number of consumer electronic and technology companies that OpSec protects. Seven years ago attending my first CES, just 8 weeks fresh from having my second child, OpSec did not work with many brands represented at CES. This year OpSec represented companies across many verticals including wearable fitness trackers, cell phone cases, high-end audio products, headphone companies, automotive, camera accessories and even refrigerator water filters.

Just as technology products have evolved over the last 7 years so have the OpSec products that these companies use to protect their brand.  Today’s digital technologies play an integral role in OpSec’s products. Product authentication labels have become data enablers utilizing unique digital identifiers connected to key product information accessible from any smart device. The ease of accessing that critical information can be the difference in maintaining or growing your market share.

So as the billboard stated “It’s like a backstage pass to the future”, I am excited to return to CES in future years to see how the OpSec of today will continue to be represented in the future at CES. If you want to see how OpSec is changing the future today with OpSec InSight, drop me a line. I’ll give you a sneak peek to the future. What happens in Vegas… is happening with OpSec.


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Product Authentication, Brand Protection

Valerie Finn

Valerie Finn

Valerie Finn is OpSec's Director of Brand Protection. She has over 14 years experience in devising and executing brand protection strategies for global corporations to proactively minimize risk and maximize brand equity against Counterfeiting, Gray Market Diversion, Intellectual Property Infringement, and Online Brand Abuse. Her career has spanned multiple industries including Telecommunications, Corporate Compliance & Governance, and Intellectual Property & Trademark Management.

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