Consumer Electronics Show 2013
Ogilvy London Labs findings
By Will Harvey
As I hope you’ll all recall (from my last year’s
report!), every January, the world’s tech and
innovation community descend upon Las Vegas
for 4 days, for the world’s largest Consumer
Electronics Show : CES.
The event is held in high esteem as a vision into
the future of consumer’s lives, with users
becoming ever more connected, social and tech
savvy! The event acts as a stage for mini and
enormous companies alike to launch their latest,
greatest, new & innovative gadgets and widgets.
Tech solutions and Screens developments that will
continue to change and evolve the way consumers
engage with content, in-home, at work and at play.
Some scary stats.... :
CES is in its 45th year It plays host to 150,000
attendees from 170 Countries
There were1.92m. sq. ft of exhibition space
20,000 new products were released in just 4 days
CES is therefore the place to be for anyone in the
tech, innovation and new media space.
This was my second year representing Ogilvy
London Labs. My job: Pick up on the biggest new
trends, most innovative potential partners and
gain insight into how future consumers will engage
with the world around them speciﬁcally through
This year I was joined by fellow staff member
Matt Doherty representing the New York ofﬁce.
There was also as A mix of Ogilvy Speakers
including Doug Scott, Brandon Berger, Matt and
What follows is a compilation of my ﬁndings,
trends for 2013, insight into the connected home,
new products our consumers may be using and
particularly the power of 2nd screen.
What will be big in 2013
Voice, Gesture and Facial recognition
Our interaction with the devices in our lives
through keyboards has been the primary input
method since we all ﬁrst engaged with computers.
That looks soon to change. Consumers evergrowing need to engage with every day technology
means huge growth and an increase in consumer
demand for constant innovation. This years big
focus seemed to be how we can login, type faster
and browse more effectively through face, voice
and gesture recognition. One company that made
big waves this year was Leap Motion. A little
device placed on your worktop in front of a Mac
or PC which allows you to interact with it through
gesturing in the air above the device.
A continuing trend throughout the show, was the
release of numerous Smart cameras. The growing
popularity of ‘pro-sumer’ photography and
demand for instant sharing with friends and
family. With the historical low pixel quality of the
last generation smart-phones, there seemed to be a
perfect gap in the market. Samsung released their
own android powered Galaxy camera with
‘Constant connected’ feature allowing users to
snap, edit and share v. high quality pics from one
device on the go very quickly. This creates a
fantastic opportunity. This next generation of
good quality, live and therefore instantly available
content means advertisers could explore this
trend : instant user generated content from
potential brand advocates within communities.
Making a Splash
smart camera (left)
4K 85inch TV to the
“Ask what consumers are expecting
to get, then create a service for that
Joseph Tripodi -Chief Marketing ofﬁcer -Coke
Technology Hardware from Kickstarter
With the growing popularity of Kickstarter and
crowd-funded ideas and creativity, the number of
start-ups ﬂooding the market means a shift in the
consumer electronics market. More small
companies can more easily bring their own
products to market, to compete with the giant
manufacturers. One fantastic example of this is
the ‘Valve steam box’ It has the potential to
disrupt the portable gaming market. A low cost
portable PC, packed with power easily
connectable to most TVs on the market. One to
The biggest buzz of CES 2013 without a doubt,
Basically 4x the picture resolution quality of HD
as we currently know it. The market is about to be
ﬂooded by 4K-ready televisions from virtually
every major manufacturer. This presents an
interesting challenge for our Clients. The
understanding of the need, coupled with the
desire and ability to produce 4K-ready content to
supply this increase in consumer knowledge of
and therefore demand for higher picture quality.
Prices are prohibitive at the moment but it’s only a
matter of time.
What our Consumers
will be using
“People don’t walk round
with a TV in their pocket,
but they do have a
The technology that really stole the
focus on true innovation at this years
CES was Samsung s ‘Youm’ ﬂexible
technology. It allows a full colour
display to be curved round an object,
say a watch or binder. It is incredibly
ﬂexible with very high quality display.
Samsung says they will begin supplying
it later this year. The use of ﬂexible
display opens up whole new generation
of devices moulded to ﬁt user needs,
perhaps worn on the body and
displaying content in multiple ways
around curved surfaces. You could
easily wrap iconic buildings with 1off
ﬂexible curved displays overnight to
turn them into giant canvases rather
then the traditional square box OOH
Sony Xperia Z
CES is the stage for the year’s hottest
phones. All eyes were on the usual
suspects : Samsung, Nokia and
Microsoft. Surprisingly, the company
that stole the mobile handset of the
show was the Sony with Xperia Z!
It sports a 5” display using Sony’s TV
Bravia display tech. NFC comes
completely waterproof with a Quadcore
processor inside. The processing power
packed into this device is the interesting
element, moving it into the space of
‘Superphones’, putting the power of a
desktop PC in the pocket of users.
This opens up new possibilities for more
powerful and impactful mobile
campaigns and more sophisticated onthe-go engagement, traditionally
restricted to the home PC as a channel.
Keith Weed - Chief Marketing &
Communications Ofﬁcer - Unilever
“Everything is now
connected, its not a
question of ‘Is our
customer connected?’ ”
Josh Silverman - U.S Consumer
Services -American Express
Leading up to CES there was a lot of
talk around the space of wearable
technology being a big focus this year.
The Pebble smartwatch made a big
splash in this space. Pebble is a
Kickstarter funded smartwatch that
sports An e-paper display that can pair
with your iOS or android device. It
allows users to see Caller id,
notiﬁcations, control music and track
sporting movements all on their wrist.
The element that is most interesting is
the open source app. development.
There are endless possibilities for brands
to create companion applications
between mobile devices and a user’s
Helmann’s might for example create an
app with user downloads. On arriving
home, it delivers a daily recipe of how
Projecting on air
Touch what you see
The Dislpair takes a range of inputs and
displays them using a water vapour display,
and is gesture interactive.
This year one surprise technology really
stood out to me as part of the Eureka
park : Displair.
Displair is a Russian based start-up that
really made an impact on the show
ﬂoor. It is a technology that produces a
thin steady upward blowing vapour
wall , back projected and with multiple
The translucent display created a very
engaging piece of theatre but also
provided very accurate gesture
recognition. For an emerging
technology, the quality of the image
to use ingredients straight to the users
hand, freeing the other up to cook!
Continuing the trend this year of
connected devices was the surprise
sensation of CES - the Hapifork. It
monitors your eating habitats from how
fast and how often & with its built-in
vibrator and LED indicator, helps you
eat slowly, lose weight and feel great.
This might be developed into a perfect
partner for any of our health brands in
the digital health sector now worth
£6.7Tr. a year worldwide and climbing.
Few problems to iron out, an develop
further but interesting insight and food
and various compatible apps that it
works with is stunning! The experience
with the technology is the really
interesting element. You can completely
put your hand through the display, and
it has a holographic feel - very exciting.
They are currently producing 26” retail
units (image left) but they can produce
large custom set-ups for events and
installations.This could be used as a key
part of a large scale experiential event,
and give great impact, with users able
to walk through the display and interact
with the content using different body
“We interact with innovative technology
through our daily lives, the home is the
dumbest part of that ... for now....”
Will.i.am - Director of Creative Innovation - Intel
The Connected Home
Homes are about to get a whole lot smarter
Throughout the whole of CES there was one trend that kept
on resurfacing, from speakers, exhibitors and visitors alike,
they were all talking about the connected home!
As everyday consumers lives becomes more enabled through
use of connected devices, users are able to control their lives
from social interactions, sharing of opinions and consuming
media on the go. This drives expectation that everything in
their daily life can interact and be synched and controllable
at a touch of a button. The home is the one space that has
lagged behind with this trend. This year’s show featured a
multiple demonstrations of how a home connected eco
system could work. Big brands like LG, Samsung and
Panasonic each demonstrated how their connected eco
system was the best!
The home of the future is coming fast with lots of exciting
possibilities; the growth of smart appliances such as fridges,
digitally unlock-able doors, the old classic - robot cleaners,
but also connected light bulbs and remotely controlled
washers. This continuing trend will change forever users
perception of brands and everyday consumable products in
the home. A good example is the LG connected fridge.
Consumers scan in products as they are put in the fridge and
once expired it notiﬁes your mobile which can add it to a
shopping list on the go to replace your item! The connected
home offers the opportunity for even better brand
recognition and afﬁliation. The behavioral & buying habits of
consumers at home will change. An example ; as surfaces and
appliances in the home become more sensitised through
pressure pads, image recognition etc., when an item is near or
ﬁnished the home now can potentially add it to a digital
shopping cart of all the items needing to be replaced.
Links to retailers or manufacturers can then suggest you stick
with that brand of item and re-order it or more interestingly
recommend an alternative and or complementary product
and offer relating to that, all gathering direct product
feedback. Useful too for measurable stats. of product
satisfaction and use. This more connected home can enhance
users lives through time saving innovation, allowing brands
need to keep connected with them, offer them time saving
ideas and offers, and therefore build more loyal relationships.
Just what has the
got up its sleeve?
“The car has become
one big Smartphone
accessory, with how
are becoming, it is now
the car’s brain”
Car coverage at CES
Year on year CES grows its automotive
focus and this year was no exception.
Most major car manufacturers were
launching new products. From hooking
up your iphone to use its GPS, Android
powered AV to heads-up display
systems that project live direction data
to your windscreen. CES showcased a
wide range of interesting new
technologies and systems to make the
most of your driving experience.They
also present great new opportunities
for Advertisers as new spaces for
consumer engagement on the go open
up. 29% of CES social chatter was
about the Automotive sector.
The ability to hook up your smartphone
to your car is not new thing. However
now car manufactures are working with
handset providers to allow greater
integration of the phone into the car.
As we become ever more phone
dependent, the ability to make use of all
features on the go is becoming more
apparent. GM, BMW and Audi have
started building in Siri integration to
future cars, allowing what they call
‘Eyes-free’ control of a smartphone.
Ford, for example are opening up
developer programs for their car
systems, allowing developers to explore
new, deeper integration of the huge
processing power fast becoming the
norm in consumer handsets.
Self Driving Technology
As some of you may know, Google have
for some time been looking into selfdriving cars, having converted a
number of its street-view ﬂeet late last
year. They have no plans to
commercialize it yet.... This year also
saw companies such as Toyota and Audi
throw into the ring their versions of
self- driving assisted technologies. From
auto parking for small spaces & difﬁcult
spots through to research tools for
autonomous driving. At this stage, all
systems do still require a human to pilot
the vehicle, but the development in the
space suggests that it will be more about
the car intervening in the event of
driver error, rather than sporting fullyon autopilot!
Navigation in a New
Who are they?
Demo of how smartphone integration could
enable the car to the new possibilities of
navigation, live Data and Insurance beneﬁts.
Navfree were at CES demo-ing their
solution alongside Pioneer's AppRadio,
Pioneer's answer to the connected car's
interface. Navfree's app. allows
embedded and cloud-based navigation
as part of the Pioneer AppRadio
compatible app. line-up.
They are now considered one of the best
free mobile GPS apps available, with
12.1 million users as of January 2013.
Electric and Hybrid technology
A new addition this year in the
automotive section of CES was the
‘Go Electric Drive’ space. It featured 20
stands showcasing the future of electric
and Hybrid technologies for cars. With
the technology to produce more
powerful electric cars and our desire to
go Green what does this mean for the
fuel industry? Batteries and charging for
electric cars is ﬁnally making leaps.
Wireless charging solves one of the
greatest limitations, the lack of
accessible charge points. However far in
the future the full roll out of electric
cars is to be, providers like BP should
perhaps look into future prooﬁng their
position within the electric car market
we are only talking 5-10 years now for it
to come to fruition fully.
Why should I check it out?
Navfree was presenting new app.
features : Integrated Google Streetview,
live parking information, dynamic trafﬁc
overlays and Cyclops Safety Camera
Navfree is disrupting connected car areas
with OSM navigation in emerging
markets, mobile telematics products and
new solutions in embedded navigation
How could I use it?
With live telematics a client like BP could
provide messaging for consumers when a
mile radius from a BP garage, or on a
route for a planned journey that is
pushed to the user interface!
2ND SCREEN SUMMIT
2nd Screen Summit
A whole new channel of communication
I was lucky enough to be invited to participate on a panel as
part of the 2nd screen summit being held the day before CES
kicked off. I have spoken before about the use of 2nd screen,
as last years CES report identiﬁed 2Screen as an upcoming
trend and the consumer engagement which would have
massive impact on living spaces. With 70% of TV viewers
looking at some form of mobile, tablet or PC at least once a
week whilst viewing TV, what effect is this going to have on
traditional TV advertising if we can switch our attention
form the main screen in the room to the one in our hand!
Second screen is a broad term and is now starting to splinter
into different sub groups, depending on the content, situation
and the desired outcome.
Hardware - Nintendo Wii U
The way of the service providers
Want to Know More?
As the concept of 2Screen gets bought into by brands, it is
the service providers that will be the ones in the best position
to full embrace its possibilities. Network providers like Sky,
Virgin, BTVision and Talk Talk are likely be the successful
brands in this space, by allowing full control and integration
of the device to the set-top box or on demand services.
A physical technology that is looking to take up the concept
of 2nd screen is the Nintendo Wii U. Users have a controller
in their hands with a built in screen that communicates to the
Wii console plugged into the TV and delivers experiences
across the two.
Software - Microsoft Smart Glass
Just over a year ago, Microsoft announced a ‘smart glass’
application that allows Xbox an extended experience. Going
across handsets and tablets to complement the main
experience on the home screen from the Xbox, through
controlling music and giving you additional information in
games, plus exclusive content access, to what is being viewed.
We hope you found this interesting and perhaps came across
some interesting ﬁndings you can use. We have a number of
documents from the event if you would like to know more,
Please get in contact.
“Second screen isn't a trend to watch; It’s
a living, breathing phenomenon that has
Darrell Etherington, Techcrunch
“You should use the second screen
experience only if it complements the
creative idea, not trend for trend’s sake”
Will Harvey, Ogilvy Labs