Leti Returns to CES with New Concept Demos

Over the past 50 years, Leti has established its reputation as a leading micro- and nanoelectronics research institute that helps global companies, SMEs and startups differentiate their products and improve their competiveness. At CES, it is showing the world its entrepreneurial spirit, as well.

For the second consecutive year, Leti is demonstrating novel consumer concepts at CES. This year’s innovations include a wearable device that takes measurement of brain activity – alpha waves – out of the clinic and puts it into the hands of consumers. The lightweight RELAX headgear uses electroencephalography (EEG) to record the brain’s alpha-wave activity, an indication of alert relaxation, with an embedded electrode system that does not require the sensors to be attached to the scalp.

“Leti’s manufacturing partners will develop our brain-computer and mental-focus technologies into full hardware-software concepts,” said Leti’s Coralie Gallis. “They will be able to develop a wide range of wellness devices and wearable sports- and fitness-related devices, such as wrist bands and chest straps.”

Sigma Fusion

Leti also will demonstrate Sigma Fusion, its innovative low-cost solution for autonomous cars, which transforms the myriad of incoming distance data into clear information about the driving environment. This efficient perception system combines, merges and feeds exhaustive data to an autonomous car’s autopilot, providing all it needs to guarantee safe driving. It is able to detect any kind of obstacle and to assess obstacle-free spaces for safe route navigation.

PUSH Pedal
The third demo is the first bicycle-pedal power meter under $100 that measures both strength applied on the pedal and pedaling cadence, and then combines them to deliver the cyclist’s power output in real time.

Designed for weekend cyclists as well as pros, Push pedal also features embedded power metering, which differentiates between a real pedal stroke and other movement and only measures the former. A single Push pedal provides reliable power metrics and it works perfectly either way up.

Leti Spinoffs at CES
Speaking of sports, the Leti spinoff MOOVLAB will present its connected fitness-platform prototypes for trainers, coaches and sports enthusiasts. Visitors at its booth will be able to participate in a round of virtual boxing training in a professional-size boxing ring wearing gloves embedded with sensors that measure performance, such as power, speed, reactivity, frequency and explosive power.

eLichens will demonstrate its air-quality sensing technology that it plans to bring to market this year. Lichens are air pollution bio-indicators, and eLichens uses that capability in its digital markers of air quality. The company develops services and miniaturized sensors for both industrial and consumer markets to detect, monitor and predict air quality both indoors and outdoors.

Although industrial-grade sensors of this type are available now, they are often energy-hungry and bulky, with a short lifespan. eLichens offers differentiating solutions with ultra-low-power, low-carbon footprint and smart sensors, featuring an increased lifespan.

Leti has launched about 60 startups since its founding 50 years ago.

ML @ Connected Conference

Next week, the Connected Conference will gather players from across Europe to explore and benefit from the convergence of Hardware & Software, of Physical & Digital, of Industry & Internet.

Most of the exhibiting companies are startups that have developed disruptive technologies around the Internet of Things. Mahoney Lyle has extensive experience helping startups introduce themselves to their key audience with targeted messaging.

For the third year, Mahoney Lyle will attend the conference with two of its most prestigious clients, SIGFOX and Leti.

We look forward to being there and meeting with the international media and inspired entrepreneurs, proudly presenting what French Tech has to offer.
Let’s connect!

info@mahoneylyle.com or +33 (0)

We’re hiring! Internship: PR and Community Manager

Agence de relations presse internationale en pleine croissance spécialisée dans les nouvelles technologies recherche un(e) stagiaire pour assister les attachées de presse dans les tâches courantes telles que la veille media et le community management pour nos clients, qualification de fichiers de presse, relationnel assidu avec les journalistes et bloggers, organisation d’interviews et d’événements presse, réalisation de revues de presse et compte-rendu auprès des clients.

Vos atouts : Très bonne maîtrise de Word, Excel, et PPT. Excellent rédactionnel et relationnel, très bonne maîtrise de l’anglais oral et écrit, intérêt pour les nouvelles technologies et le monde scientifique et une bonne connaissance des réseaux sociaux vous permettront d’approfondir un métier passionnant qui apporte son lot de challenges quotidiens. Notre équipe étant multiculturelle, une grande ouverture d’esprit est de rigueur ! Ce stage peut déboucher sur un CDI.

A vous de jouer : envoyez votre CV accompagné d’une lettre de motivation à info [@] mahoneylyle.com, en français et en anglais, vos idées afin de vous rencontrer très prochainement.

Type d’emploi : Stage

Expérience(s) exigée(s) :
• Attaché de presse, community management : 1 an

Langue exigée :
• anglais

Building on the Enabler, Engager, Enhancer Model: Strategies for IoT Marketing Communications

If your responsibilities include marketing communications strategy for an Internet of Things company, you know that the IoT is an exciting space, one of the few real bright spots for growth in today’s world economy. People are eager for news and technology announcements because the applicability of IoT technology is so broad, and because many IoT products and services will genuinely change our lives for the better.

The IoT marketing communications challenge, of course, is that thousands of companies are jockeying for business, investments and share of mind. So it’s especially important to make your company’s virtues and value quickly understandable – a subject we will touch on regularly in this space.

What we’re talking about is a combination of positioning (which stems largely from your technology and business model) and language (which derives from your understanding of your marketplace and your potential customers and partners).

One helpful starting point comes from Frank Burkitt, an advisor at Strategy&, who in a recent article divided IoT companies into three broad categories:

  • “Enablers” that develop and implement the underlying technology
  • “Engagers” that design, create, integrate and deliver IoT services to customers
  • “Enhancers” that devise their own value-added services, on top of the services provided by Engagers, that are unique to the Internet of Things

As marketers and communicators, we can think about what sort of company will do best in each of these categories, and use this as a basis for our strategic thinking.

Many Enablers, for example, would be well served to present themselves as a “plays well with others” company – open, friendly, flexible and dedicated to making it easy for your customers to accomplish their goals. A model for this B-to-B oriented category might be Cisco’s historical approach to enabling Internet data communication across a wide range of applications.

Engagers often have more space to emphasize their creativity, genius and boldness. There’s room to be an individual star when you’re selling a disruptive product or service directly to end-users. Apple is a classic example; by making the user experience their top priority, they transcended the traditional “tech company” realm, while offering versatile technology platforms.

Enhancers might typically want to be seen as perceptive, smart and reliable – the kind of company that notices something that others don’t, and finds a way to make useful new connections. Examples include Pandora or Facebook – neither is a technological groundbreaker, but both have won tremendous loyalty by leveraging existing technology platforms to fulfill basic human needs and desires.

These are, obviously, generalities; every enterprise has a unique challenge and needs unique positioning and language. But these basic directions are a good first step towards an IoT branding and marketing communications strategy, or even a basic public relations program.

By Pete Dunn

CERN turns 60 and the value of basic research

On Sept. 29, CERN will mark its 60th anniversary, celebrating “60 years of science for peace.” CERN (European Organization for Nuclear Research) is perhaps the world’s most prominent monument to basic research and is famously the home of Large Hadron Collider (LHC), which discovered, or proved the existence of, the Higgs boson in 2012.

It was a major event in the often-quiet world of basic research. More than two-dozen countries have poured $9 billion or so (nearly 7 million euros) into the particle accelerator more than 30 meters underneath Geneva and the surrounds. While that’s a lot of money, quick payoffs are not expected in basic research, and for some that may provide an element of controversy.

“Basic research, the attempt to understand the fundamental principles of science, is so risky, in fact, that only the federal government is willing to keep pouring money into it,” the New York Times reported in 2010. “It is a venture that produces far fewer hits than misses.”

Yet sometimes the hits expand humanity’s understanding of the big questions that go beyond the day to day, and these results may eventually impact our daily lives.

Sean Carroll, a theoretical physicist at the California Institute of Technology, notes in his book about the discovery of the Higgs, “The Particle at the End of the Universe,” that quantum mechanics was a relatively abstract field in the early decades of the 20th century. But it led to the development of transistors, lasers, superconductivity, light-emitting diodes and nuclear power.

Carroll’s book tells the story of the LHC and the efforts of thousands of scientists that led to the discovery. In 2013, the book won the UK’s Royal Society Winton Prize for Science books, and was named best science book of the year by The Guardian, Financial Times and New Scientist.

The Standard Model

He counts the Higgs boson detection among the most significant scientific discoveries of the past century.

For much of the 20th century, scientists thought the universe was made of atoms and their protons, neutrons and electrons. We now know there’s more to protons and neutrons, subatomic particles like quarks, leptons and bosons: 12 elementary particles in total that make up the Standard Model of particle physics.

By validating a theory proposed by the British scientist Peter Higgs and others in the 1960s, the Higgs boson discovery puts a finishing touch on the Standard Model, which explains what the universe is made of and more or less how it works. It helps scientists understand the four forces that govern the particles: gravity, electromagnetism and the strong and weak nuclear forces.

“Its field fills space, breaks symmetries, gives mass and individuality to the other particles in the Standard Model,” Carroll writes of the Higgs. “If the Higgs boson didn’t exist, the universe would be an utterly different place.”

That is one basic takeaway from Carroll’s book: discovery of the Higgs boson is important because it confirms the existence of the Higgs field, which gives particles mass.

Quantum field theory and the meaning of life

Carroll uses the particles-and-fields dichotomy – an essential aspect of particle physics – to state what he calls a neglected truth: fields matter more. Scientists just see particles when they zero in on fields. “It’s a fact of physics that all the different particles really arise out of fields – that’s quantum field theory, the underlying framework for everything that particle physicists do.” Here’s a link to a lively Carroll presentation at the Royal Institution about the Higgs discovery and other milestones of particle physics research, including quantum field theory and how it can simplify our understanding of daily life on Earth.

Carroll says the LHC “represents a new era in physics, smashing together particles with an energy never before achieved by humankind.” The accelerator is preparing for its second three-year run, to begin in 2015.

But there may be competition to be the source of the next big discoveries involving microcosmic particles and the still-hidden nature of the universe. Despite its cost, basic research is regarded as a priority for many countries.

The Chinese are planning to build a ‘Higgs factory’ by 2028, on their way to a next-generation super collider. Discussions about super colliders, envisioned for the mid-2030s, also are underway in the U.S. and Europe.

Jerry Mahoney


Quelle communication pour l’Internet des Objets (IoT) ?

On ne présente plus la révolution engagée par l’Internet des Objets. Souvent comparée à l’avènement d’Internet au début des années 2000, elle est parfois moquée ou accueillie d’un haussement d’épaule, tant votre interlocuteur n’en a cure ou n’y comprend rien. Mais comme pour l’internet il y a 15 ans, le récalcitrant finira par céder à la tendance. Dans quelques mois, quelques années au plus tard, son smartphone sera très certainement connecté à des dizaines d’appareils, comme sa machine à café, pour qu’il soit prêt au saut du lit, le collier de son chien, pour ne plus jamais perdre Médor en balade, ou encore son T-shirt de sport, pour mesurer son rythme cardiaque pendant l’effort.

Vous l’aurez compris, l’Internet des Objets, communément appelé IoT (Internet of Things), touchera le monde entier. Et ceux qui pensaient être trop vieux ou trop réactionnaires pour prendre le train en marche, en seront très probablement les premiers bénéficiaires : les micro-capteurs placés un peu partout dans la maison ou la ville serviront à alerter les proches en cas de chute et permettront à des automobilistes de repérer les places de parking disponibles.

En France, c’est bien connu, les idées nouvelles ne trouvent pas toujours un accueil favorable. Notre pays prend souvent du retard dans l’adoption de nouvelles pratiques. La nouvelle génération d’ingénieurs et de chercheurs semble toutefois faire un pied-de-nez à ce constat. Les startups dites de la « French Tech », jaillissent dans tout le pays. Des idées toujours plus folles, plus ingénieuses, que l’on s’emploie à réaliser et mettre en place dans un contexte économique peu propice à l’entreprenariat. Et pourtant…

Si nos ingénieurs français ont la côte dans le monde entier, un travail de communication et de relationnel reste à faire. Si l’investissement n’est pas au goût du jour en France, il faut aller le chercher ailleurs. Et en profiter pour développer de nouveaux marchés. La planète entière attend d’être connectée. Des besoins se créent tous les jours. Mais pour cela, il faut communiquer. Expliquer de manière claire et concise le produit ou la solution que l’on apporte. Il faut dire que ce n’est pas toujours évident de parler de connectivité, capteurs MEMS, localisation intégrée… et de surcroît en anglais.

Les nouvelles technologies offrent une vitrine interactive idéale pour exposer ses idées et ses travaux, il ne faut pas en avoir peur. Twitter n’est pas qu’une plateforme de lynchage médiatique ou de querelles footballistiques sans fond. Et LinkedIn n’est pas seulement peuplé de CV de stagiaires en première année d’école de commerce. Des discussions, des échanges d’idées ont lieu tous les jours sur ces réseaux. Et des partenariats s’y créent, des rencontres y ont lieu.

Il ne faut pas négliger les journalistes et bloggeurs qui sont friands d’histoires nouvelles, de « success stories » à la française. La convergence des médias et la multiplication des supports de publications les obligent à rédiger pour plusieurs magazines, blogs, sites internet à la fois. Ils veulent du contenu, donnons-leur de la matière. En racontant des histoires, en « packageant » l’innovation de façon simple et précise, les pépites que sont ces nouvelles technologies pourront conquérir les médias et le monde.

Enfin, partagez vos points de vue avec d’autres acteurs de l’IoT et rendez-vous visibles lors de tables rondes, conférences, salons… Il n’y a rien de tel que le bon vieux « face to face » pour donner envie de travailler ensemble.

Soyez ingénieux, mais n’oubliez pas d’être ouvert sur le monde, multiculturel, engageant, et de soigner vos contacts. Comme l’IoT, la communication et les relations publiques sont une affaire de connexion.

Amélie Ravier

Mahoney Lyle: continuing a tradition of delivering clients results

Welcome to Mahoney Lyle, an integrated marketing communication agency serving tech clients on both sides of the Atlantic.

While our name is new, our team has worked together for 10 years, providing a variety of services to companies and organizations in the U.S. technology centers of Silicon Valley, Austin and New England, as well as France, Germany, Sweden, The Netherlands, Ireland and Switzerland.

We continue to work with clients, editors and analysts that we’ve known for many years.

We like to think that this good fortune stems from a straightforward business philosophy that each of us has cultivated in our careers: bring a skillful, open, hard- working approach to everything we do, and use effective communications techniques to strengthen our customers’ enterprises.

It may not be the flashiest approach. But we like it, and we think you will too.

CEA-Leti technology key to magnetic field research

In November, the European Space Agency launched three identical research satellites into separate orbits to provide scientists with unprecedented data about the Earth’s magnetic field, which shields the planet from cosmic radiation and harmful charged particles in the solar wind.

The four-year Swarm mission will beam back information about the sources of the field, why it seems to be weakening and what might be in store for our planet. On board each of the satellites is CEA-Leti’s absolute scalar magnetometer (ASM) technology; its ability to measure the magnetic field from three different locations and time zones is a central to the mission’s success.

Congratulations to Leti, which has been producing innovations that improve life on Earth for more than four decades.

Communication, collaboration – and location

Communication, collaboration – and location

Less than a year in business and we’ve already moved to a bigger headquarters!

caterer-chocoThe chance to set up shop in bigger, brighter Versailles digs came our way at an opportune moment, providing us with more desk space and a bigger conference room. Plus, we have a view of a beautiful old chapel, and great neighbors – especially the caterer one floor below. K-Traiteur, who brings us outstanding pastries and dishes to sample, would be an excellent choice for a reception, wedding or other event.

It has been a busy year, one in which we’ve gained firsthand insights into the challenges of a startup – balancing business demands and organization-building and meetings with bankers, accountants, IT guys and government agencies (some paperwork required).

But above all, it’s our clients who have made 2013 so interesting and productive. An enthusiastic “merci” and “thanks” to you all, as we look forward to what we can do together in 2014, 2015, 2016…

  • "We compared Mahoney Lyle’s writing and editing with other sources before choosing them. They responded quickly to meet our needs and the overall quality was highly professional."

    Florence Dumas, Marketing Manager, iXBlue

  • "The Mahoney Lyle team has worked with Leti for several years on projects and programs ranging from our annual report to ongoing public relations. We value the consistent quality, communications expertise and attention to detail they bring to our relationship, and their familiarity with technology makes our job easier.  "

    Pierre-Damien Berger, VP Business Development & Communication at CEA-Leti

  • "Your team was responsive, professional and great to work with from start to finish of our project. This showed especially in the strong results. Thanks for everything."

    Giorgio Anania, CEO, Aledia