Atmel is a company that you may not be familiar with. The company makes microcontroller technology, meaning that their boards are likely in products that you own. They were at CES this year to show off their products, along with some of the cool things that they are powering.
Their "Powered by Atmel" zone was all about their core competency: microcontrollers. From here they were showing products from their partners and customers, all being run with Atmel technology. Their maker zone went the other way, showing the hardware out of context, inspiring makers to come up with their own ideas.
In their automatic zone, they were showing off their car-specific products. The jewel in the crown is AvantCar: a curved touchscreen infotainment system. Their IoT zone showed the different ways in which connected devices can use their technology.
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