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Brand and Marketing

Dell integrates Tobii’s eye-tracking technology for Alienware gaming laptop

Niji Ng



Photo Source: - Tobii and Alienware Announce Eye Tracking for New Alienware Area-51m Gaming Laptop
Reading Time: 1 minute


Intel is going to launch the newest edition of Alienware, its high-performance PC gaming brand. The speciality of the Alienware Area-51m gaming laptop is that it is the first gaming device that is equipped with Tobii‘s IS5 eye-tracking technology. The device also boasts of redesigned three-sided narrow-bezel display.

“It’s hard to think of a better way to kick off 2019 than by announcing our continued collaboration to integrate the best eye-tracking technology into Alienware’s award-winning gaming laptops,” said Henrik Eskilsson, CEO of Tobii AB. “The Area-51m is an extraordinary piece of hardware and it is absolutely fitting that Alienware is the company to offer the first consumer laptop incorporating Tobii’s next-generation IS5 eye-tracking platform.”

The other features are the following:

  • Enhanced eye-tracking performance with new Tobii EyeSensor technology.
  • An invisible illumination wavelength.
  • 60 per cent smaller footprint than previous generations of Tobii’s eye-tracking platform and increased flexibility with a new modular design.

“Alienware is known for offering a world-class gaming experience and to do that you need the latest and best performing technology. We are constantly pushing the limits of what is possible, achieving exceptional performance, all while keeping the highest standards of quality in mind,” said Joe Olmsted, director of gaming products at Alienware. “We’ve worked closely with Tobii to show the power of eye-tracking to the world, and together we have pioneered new ways to empower gamers, broadcasters, and content creators through the Alienware systems.”

Niji has been in the writing industry for well over a decade or so. He prides himself as one of the few survivors left in the world who have actually mastered the impossible art of copy editing. Niji graduated in Physics and obtained his Master’s degree in Communication and Journalism. He has always interested in sports writing and travel writing. He has written for numerous websites and his in-depth analytical articles top sports magazines like Cricket Today and Sports Today. Besides reporting industry headlines from all around the globe, Niji is also head of the content management team at Impressions Content Management, based in Kerala, India, which offers writing and editing services to clients around the world.


Brand and Marketing

EC imposes anti-dumping and anti-subsidy duties on imported e-bikes from China

Niji Ng




Photo by Steven Yu / Pixabay
Reading Time: 1 minute


In order to protect EU manufacturers from unfair competition, after more than a year of investigations and hearings, the European Commission (EC) imposed anti-dumping and anti-subsidy duties on e-bikes imported from China. Instead of adopting a single anti-dumping duty for all Chinese suppliers, the EC opted for per company dumping duties, ranging from 24 to 79%.

The EU is home to a number of the world’s leading suppliers and countless smaller industry participants. According to industry analyst Gleb Mytko, “The European Commission’s actions were designed to protect a nascent but important industry from what it deemed unfair dumping practices.” With these measures, the EU hopes to maintain a competitive and diverse e-bike market. The move will also allow new e-bike start-ups to compete and expand their operations, ensuring the long term health of the EU e-bike industry. This is particularly important because the global e-bike market is still at an early stage of development and is poised for many years of growth.

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Brand and Marketing

“Don’t Hesitate” campaign empowers women

Niji Ng




European Wax Center
Reading Time: 2 minutes


European Wax Center released the brand’s new advertising campaign, “Don’t Hesitate”, aimed to embolden the women to be unapologetically confident and to get what they want. The concept is made in collaboration with Pereira O’Dell New York.

Eugenio Recuenco, award-winning European photographer and director  visualises the campaign. His vision for the campaign was encapsulated by the scenes that convey a bold, can-do and confident attitude that speaks to the brand’s essence.

The campaign’s storyline centres around a diverse group of women shown in a variety of European vignettes where they have chosen to not hesitate in capturing the moment. The campaign unfolds in a series of moments shot in Prague that align with the underlying “Don’t Hesitate” theme and feature the bold looks and smooth skin that bolster a woman’s innate confidence. “This new campaign sidesteps some of the clichés of the category,” says Sherry Baker, President, Marketing and Product Development, European Wax Center. “We have always recognised how our services and products can enhance a woman’s feeling of confidence that compels her to take action in her world. This feels right for the zeitgeist today.”

The “Don’t Hesitate” messaging is reflected through imagery highlighting themes of “making the first move”, “playing to win”, “rolling your own way”, and “stepping into the limelight among others.” Launching across video, digital and print platforms, the debut vignette, titled “Statue” features a woman embracing a statue who, in true EWC fashion, never hesitates to “follow her heart;” so when she encounters a handsome man made of stone, she doesn’t hesitate to share her New Year’s secret with him because she knows he’ll never tell. Another vignette titled “Bass” features a woman who doesn’t hesitate to “steal the limelight” and play the bass in front of the famous Prague Municipal House, where Mozart once played, because she believes the world is a stage.

“We think Eugenio has captured the essence of the EWC woman and the notion that life is in the moments you dare to take,” says Baker. “We encourage our guests to walk into our centres and strut out feeling unapologetically confident. That confidence gives them the courage to take action and boldly go for whatever they want, at work, at home or at play, without hesitation.”

Dave Arnold, Executive Creative Director of POD, adds, “In working with Eugenio we were able to develop a campaign that takes EWC to the next level in the beauty lifestyle space. Part of that was bringing the truth of the brand’s guest’s experience to life with imagination and beauty.”

Women everywhere will raise an arched brow at the underlying wit of the moments that range in location and theme from haute art to low camp. “We believe that our audience is united by their courage, humour and appreciation of the real moments in life. They don’t need a beauty brand to spell everything out for them – that’s not the attitude they have. They want to see the results and the attitude. We are a brand with a female-first point of view, which is about having the confidence to spot the risk worth taking – and the bravery to follow it through,” adds Baker.

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Brand and Marketing

Robot Factory launched new robot platform called PingPong

Niji Ng




PINGPONG robot platform
Reading Time: 1 minute


Robot Factory has launched PingPong, a  unique singular module based robot platform. It can produce hundreds of robots with an easy assembly and offer an opportunity to enjoy fun activities at an affordable price. Car shaped robots that can drive, crawl and move are generally expensive and complicated to make. PingPong solves that issue.

PingPong is a single modular robot platform. Each Cube has BLE 5.0 CPU, battery, motor, and sensors. By combining Cubes and Links, the user is able to build any robot model they want within several minutes. Robot Factory solved many technical problems to create this innovative platform, making it possible to construct running, crawling, and walking robots with a single module.

Other than synchronisation, group assembly, and charging problems, the company also takes care of PinPong Cube grouping issues. On top of that, velocity and absolute angle motor control technology becomes available; older versions of smartphones have great compatibility and smart devices and IR remote controllers can be used to move the robots simultaneously.

In addition, controlling hundreds of Cubes with a single device is now possible, utilising successive Bluetooth networking technology. As a result, an easy, fun, new robot platform finally came into light at affordable prices and unlimited extensibility.

While PingPong will be unveiled at the 2019 BETT Show in London and the Nuremberg International Toy Fair, it will also be launching on Kickstarter January 2019. Robot Factory strives to make PingPong a new standard in robot entertainment, SW education, and the makers market.

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