CES 2014: The Future of Engagement is Intentional

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CES 2014: The Future of Engagement is Intentional






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CES 2014: The Future of Engagement is Intentional Presentation Transcript

  • 1.   CES 2014: THE FUTURE OF ENGAGEMENT IS INTENTIONAL CONFIDENTIAL Copyright 2014 ROSETTA. This document is confidential and proprietary property. Please do not forward or release this document without prior consent from ROSETTA.
  • 2. THE FUTURE OF ENGAGEMENT IS INTENTIONAL. While  engagement  has  always  been  about  a  two-­‐way  value  exchange,  the  nature  of  that  exchange   has  evolved  from  a  single  ac:on  like  an  email  opt-­‐in,  to  an  ongoing  dialogue  via  social  media,  to  a   conscious  decision  by  consumers  to  constantly  share  data  with  brands  via  digital  products  and   services  (like  Nike’s  Fuelband).       Many  of  today’s  consumers  are  becoming  more  willing  to  inten:onally  share  their  data  in  exchange     for  something  of  value,  like  beDer  personal  fitness  or  greater  fuel  efficiency.  At  CES  2014  we  have   seen  many  examples  where  data  is  becoming  a  value-­‐add  to  consumers  and  a  differen:ator  for   brands.  We  believe  this  trend  will  make  customers  more  inten:onal,  which  will    change  the  way   they  expect  to  engage  with  all  brands.         You  can  read  more  about  these  shiQs  in  human  behavior  on  RoseDa’s  blog  and  see  a  subset  of  the   products  driving  this  shiQ  on  the  next  few  slides.  View  blog  here:  currents.roseDa.com/index.php/ 2014/01/the-­‐future-­‐of-­‐engagement-­‐is-­‐inten:onal/   2
  • 3. FITNESS TRACKERS: FITBIT FORCE §    Fitness trackers are the first mainstream gadget to bridge the gap between social media sharing and intentional personal data collection. §  With a huge amount of examples at CES, fitness trackers are the “gateway gadget” for consumers looking to quantify themselves. §  As consumers see the value of personal data collection, devices have begun to take a more personal turn, moving from fitness specifically, to health in general. 3
  • 4. HEALTH & WELLNESS: BLEEPBLEEPS §    As consumers have grown comfortable sharing their data, devices have begun to quantify data that’s more intimate than calories burned or miles walked. §  Devices like BleepBleeps’ Ultra Stan, which is an ultrasound device for pregnant women, enable consumers to analyze themselves (and their children) on a level previously limited to medical professionals. §  All the products in the line, which also includes a device for tracking ovulation called Olivia P Sticks, have playful designs and names for greater appeal to more consumers. 4
  • 5. HEALTH & WELLNESS: JUNE §  June, by netatmo, is a bracelet that measures sun exposure and UV index. More importantly, it uses the data it captures to communicate to the user with tips or details to protect themselves from the sun. §  While it’s a niche product that serves a very specific need, it could add significant value to people with sensitive skin and it’s a good example of a more subtle design that is less intrusive and more fashionable.   5
  • 6. MEDICAL SERVICES: QUALCOMM HEALTHY CIRCLES §  Consumers aren’t just capturing data for their own analysis. Health management portals like Qualcomm’s Healthy Circles allow consumers to share information with nurses or health practitioners, based off of sensor-enabled products they can keep in their home. §  As consumers become micromanagers of their own health data, expectations for communication and partnership in care and treatment will increase.   6
  • 7. HOME AUTOMATION: CANARY §  Canary is a home security device that uses motion, temperature and air quality, vibration, sound and activity to help consumers track their living environment. §  Consumers are beginning to see the value in how brands use their data to create personalized experiences, making them more apt to continue engaging with the brand postpurchase.   7
  • 8. CONNECTED CAR: AUDI §    With sensor technology becoming ubiquitous, data-gathering and monitoring isn’t limited to health and home. §  Audi’s connected car enables its owner to play a more active roll in monitoring its performance and maintenance, ensuring deeper long-term engagement, and a stronger relationship with the brand. §  The vehicle captures and uses data from the environment and surrounding infrastructure, going beyond just personal data. 8
  • 9. CONNECTED CAR: MERCEDES HOME SCREEN §    Mercedes showcased a home screen experience for tracking and managing your vehicle. §  While this isn’t necessarily sharing personal data about an individual, it is showing data about the car and potentially details about the driving patterns of the vehicle owners. §  These types of experiences are becoming a value-added differentiator for manufacturers as many consumers are intrigued by access to data and the potential benefits like greater fuel efficiency or a well-maintained vehicle. 9
  • 10. VIDEO EVERYWHERE: GOPRO CAR §    Mainstream devices like GoPro cameras also reflect consumers’ eagerness to monitor, track and capture every moment. §  With GoPro, the purchase of the camera itself is just the beginning of the relationship. Consumers become content partners as they capture or share their footage with the brand and with other consumers. 10
  • 11. QUANTIFY EVERYTHING: MOTHER §    Sen.se’s Mother is a device that contains several sensors which can be used to track motion, temperature, vibration and location. §  The device offers extreme flexibility in what consumers track, opening up a lot of new potential use cases. For example, Mother can track the temperature in a room or when a child returns home from school. 11
  • 12. The   End To  stay  connected  with  RoseDa  and  learn  more  about  the  future  of     customer  engagement,  follow  @RosesDaMktg  or  visit  Currents.RoseDa.com.       12