There has been a lot of buzz around the increasing overlap between the automotive and consumer electronics worlds. But perhaps the simplest and most striking way to get a sense of this dynamic is to take a walk around the CES show floor. The massive booths of the auto manufacturers — which have dramatically increased in scale over the past few years and now approach production levels historically reserved for major auto shows — are the most obvious examples. But OEMs are not the only ones using CES as a venue to showcase in-car technology. There are plenty of other players in the ecosystem, including hardware and software suppliers, telco carriers, aftermarket device and accessory manufacturers, and content providers –- all vying to carve out their space in the value chain.
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