Ipsos-IOTX Austin Futures Group and UPSTREAM Design Innovation teams take a look at this years 2012 International CES pre-show, with trend observations, technology examples and recommended panels and exhibits.
2012 Consumer Electronics Show Trend Guide IMPLICATIONS FOR MARKETERS, TECHNOLOGISTS & RESEARCHERSAn Ipsos Open Thinking Exchange Report January 6th, 2012
Ipsos is a global market research company and anindependent company ranking fifth among globalresearch companies.Ipsos is committed to working with clients to identifythe right solutions to their specific challenges.We specialize in six areas of research: advertisingresearch; marketing research; media, content andtechnology research; loyalty, quality and customerrelationship management research; opinion polls andsocial research; and survey management, datacollection and delivery. Our industry specializationmodel means we have an intimate understanding ofyour brands, your consumers and your marketplace.The Ipsos Open Thinking Exchange is the innovationand technology hub of a global research network.Based in LA, Austin, New York, London and locationsworldwide, The Ipsos Open Thinking Exchange takes amulti-disciplinary approach to business issues. Teamsof researchers, strategists, technical engineers anddesign architects work hand in hand with our clientsand their customers. We immerse you in yourcustomers’ world and keep them engaged in yours.Upstream is a brand and innovation consultancy thatempowers leaders to innovate more effectively and forbusinesses to reach new targets, achieving sustainedgrowth. By providing innovation frameworks,actionable insight, structured co-creation and a designcentered point-of-view we bridge the gaps of technol-ogy, product design and marketing to spark innovation.Our DNA emanates from the worlds of executivemanagement, technology design, brand strategy,marketing and research with special skill sets acrosssectors. We specialize in the application of world-classexpertise to solve diverse real-world businessproblems, ranging from the design of brands andbusiness strategies to the design of products,services and digital systems. We’re solutionagnostic. We understand that business outcomes arebest achieved through holistic solutions that serve andsolve problems of consumers.Upstream exists to help business leaders manage aincreasingly disrupted marketplace, design newinnovations and bring functional teams together toexecute most efficiently across their brand ecosystem.We collaborate exclusively with organizations thatdemonstrate; a need to grow, consistent investmenttoward innovation with an internal executive championfor change.
AUTHORS AUTHORSAndy HunterAndy HunterAndy’s experience spans the marketing and communication spaces working for the world’sleading fortune 500 spans the marketing communication space working for the world’sAndy’s experience brands. He focuses on brand innovation, emerging technologies andintegrated systems design. He is the former founder of GSDM’s connections planning andleading fortune 500 brands. He focuses on digital innovation, web marketing and integrateddigital strategy practices and former lead engagment strategist for clients including BMW,communication strategy. He is the former founder of GSDM’s connections planning andWalmart, American Express, PWC Consulting and Sears.digital strategy practices.He also serves as an advisor to several new media and technology startups concentrated inHe also serves as an advisor to several new media and technology startups concentratedin the online video, social networking and integrated communications space. He is a pastthe online video, social networking and integrated communications space. He is a pastspeaker-moderator at events including MIT’s Future of Entertainment, SXSW InteractiveAdvidory Board and at events including MIT’s Future of Entertainment,SXSW Interactive andspeaker-moderator Digital America with ongoing contributor-collaborator status withinPSFK.com’s Thewith ongoing contributor-collaborator status within PSFK.com’s The PurpleDigital America Purple List.List, the Society of Word of Mouth and the Plannersphere.Jeff MulhausenFor over 12 years, Jeff has built a reputation as a leader in the design and innovation in-dustry. He was again selected as a judge for the 2012 CES Innovations Awards where heevaluated entries in computer hardware, gaming and mobile apps. He is the former ViceChair of Central Texas Chapter of the Industrial Designers Society of America (IDSA). He islisted on over 10 patents, and his work has been widely recognized. Jeff has been awardedmore than 15 national and international design awards including IDEA/BusinessWeek, IDMagazine, Consumer Electronics Show, RedDotAward (Germany), and a Good DesignAward (Japan). Jeff has worked with leaders on projects ranging from portable electronicsto children’s games with clients such as Igloo, Microsoft, Dell, PetSafe, Coleman, Hasbro,Wyse, Polycom and AMD. He lectures on design and innovation at the Universityof Texas business school. Jeff’s work has been exhibited at the Austin Museum ofArt, and the Cooper-Hewitt National Design Museum in New York City. lbu Upstream exists to help business leaders manage aJerry CourtneyJerry CourtneyJerry’s approach to digital is based in a simple three part mantra - understand why peopledo what they do, figure out how to help them do it and learn how to help them better nexttime. This consumer-centric approach has served him well in his 15 years of experience inconnecting business, technology and marketing strategies. Jerry was a pioneer at the endof the last millenium, building one of the largest digital media practices in advertising. Hehas guided frequent first-to-market work across all digital platforms for clients such as:AT&T, BMW, Walmart and Southwest Airlines. Moving into the marketer’s seat, he has leadholistic touchpoint strategy at Target Corporation, synthesizing everything from databasemarketing to national television for the brand, as well as playing an integral part in monetiz-ing the company’s media assets and assessing the efficacy of the corporate media mix.Paul Noble-CampbellPaulPaul Noble-Campbell is an Industrial Designer, who creates opportunities through designPaul Noble-Campbell is an Industrial Designer, who creates opportunities through designthat makes organizations, people and society thrive. He creates rich brand experiencesby blending organizations, people and society thrive. He creates rich brand experiences bythat makes a human-centric approach with his diverse experiences. Paul’s collaborativeleadershipahas guided multi-national clients through hundreds of initiatives resulting in theblending human-centric approach with his diverse experiences. Paul’s collaborativedesign of products spanning a diverseclients of industries such as consumer electronics, theleadership has guided multi-national range through hundreds of initiatives resulting inhealthcare,products spanning a diverse range of industries such as equipment,electronics,design of house wares, furniture, sports equipment, toys, industrial consumer and con-sumer products. Paul’s international experience was gained at design consultancies in Aus-healthcare, house wares, furniture, sports equipment, toys, industrial equipment, andtralia (at Form Australia), Hong Kong (at Zoo Design) and in the USA (at Astro Studios andconsumer products. Paul’s international experience was gained at design consultancies inas Director of Design Strategy at M3 Design). Paul’s work is permanently exhibited at theCooper-Hewitt Design Museum andKong (at Zoo Design) for accruing numerous patentsAustralia (at Form Australia), Hong has been responsible and in the USA (at Astro Studiosfor his clients. He presented at the at M3 Design). Paul’s work isDesign conference in 2011.and as Director of Design Strategy inaugural Human Centered permanently exhibited at theCooper-Hewitt Design Museum and has been responsible for accruing numerous patents forhis clients. He presented at the inaugural Human Centered Design conference in 2011..
ABOUT CES:Established over 40 years ago, the yearly Consumer Electronics Show brings together consumer technology brands and product manufacturers together toshowcase next generation innovations to the world. Television, computer, gaming & entertainment, mobile phone, automotive, home automation, personalelectronics and product accessories converge across miles of convention space in an overwhelming and exhilarating display of what’s now and what’s next.Prominent brands including Ford, Disney, Intel, Dell, Microsoft, Google, Motorola, Sony, Nintendo, Electronic Arts participate with over 48,000 Exhibitors andmore than 140,000 attendees from 140 countries. The International CES is owned and produced by the Consumer Electronics Association (CEA), the preemi-nent trade association promoting growth in the $186 billion U.S. consumer technology industry. CEA represents more than 2,000 corporate members involvedin the design, development, manufacturing, distribution and integration of consumer electronics products. All profits from CES are reinvested into industryservices, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.2012 DISRUPTORS:The International CES 2012, as it does every year, will present an enormous array of gadgets, technology innovations and a feeding frenzy of consumer elec-tronics commerce.But looking above the fray of the convention floors, we expect several disruptors to shape the macro trends of the coming years. Major technology and con-sumer behavior shifts are emerging that are changing the business of consumer electronics, media and entertainment and digital-online media. As social andmobile adoption mainstreams for consumers and marketers, new platforms, technology and media will emerge shaped by these fundamental disruptors: APPIFICATION: UNIVERSAL ACCESSIBILITY: The term "product" is evolving as mobile, online and Technology, media and entertainment companies are tablet applications open up a new markets for finally unlocking content portability for entrepreneurs, brands and businesses to create new consumers, so ownership and access of media can services, utility and enhancements to existing happen anywhere on any device in many forms. Once products. thought to be a barrier to success for the media industry, open and integrated content platforms are leading to smarter strategies to own media ecosys- tems with content, devices, online media and valuable data assets to monetize. Technology devices will also become more accessible, with low cost of entry of tablets, ultrabooks and feature rich mobile devices for middle and low income consumers. POST-SOCIAL WORLD: GAMIFIED VALUE: Social media and social networks, having reached Privacy concerns abound in a world where so much mainstream, become less of a point of focus and behavior happens in the digital space and new integrate into consumer and marketer toolbox. New predictive and analytic technologies can understand space races will emerge from combined social, mobile, personal behavior in new ways. However, as laws and local and digital enabled products that are accessed standards come into place for data privacy and trust- in new ways via tablets, ubiquitous smartphones and ed data centric brands emerge, some of these fears portable ultrabooks. will erode. As part of this, people will increasingly be willing to give up even more personal information to brands and online services for the return of rewards, social currency and “gamified” value. UBIQUITOUS CONTENT & DATA: CLOUD TECHNOLOGY & MOBILE: Data is everywhere and content can be accessed in The coming years will see a major shift of how multiple forms. This overwhelming choice and technology and data is stored and accessed. Where abundance of invisible data collection is presenting processing power and media storage once was opportunities and obstacles for people and brands to primarily housed on local hard-drives and servers, filter thrugh clutter to get better information, more most of this data will shift to wirelessly accessed product and service relevance, and new social networks that store content and data invisibly, connections while retaining trust in providors and a automatically in large, enterprise driven server farms promise of privacy. of Google, Amazon, Apple, Microsoft and Facebook. Over time, these server farms may translate to insight mines that store valuable, anonymous data the indi- viduals, marketers and institutions will want to understand and access.
Personal biometrics QUANTIFIED SELF & M-HEALTHand digital enabled Financial professions, digital marketers and healthcare enterprises may havebehavior analysis been the first to actively track and analyze behavioral-lifestyle data. However, as self tracking digital technologies, online data aggregators, augmented apparel enable advanced user analytics for individuals, that act of active data collection and persoinal metrics will become the next big thing.will increasingly The first sectors to apply novel apps and devices for discreetly managing life and health more productively are already catching fire with self analysis toolslet consumers like Fitbit and JawboneUP. Research company Technavio predicts that the global mobile health applications market will reach USD 4.1 billion by 2014, up from USD 1.7 billion in 2010.discreetly track and You’ll see solutions for diagnosing, monitoring and treating a variety of illnesses - from obesity to asthma, from poor vision or hearing to high blood pressure. Seemingly disparate data points like work activity, commuter data,manage their lives financial transations and calendar data will be compared to understand effects on health and achieve new understanding of ones self. This data tracking will create new benefits individuals. It will also intensify the privacy concerns andmore effectively. scrutiny of cloud services that support the system of personal data storage. Need further proof? Apple’s App Store currently offers 9,000 mobile health apps (1,500 cardio apps, 1,300 diet apps, 1,000 stress and relaxation apps, and 650 women’s health apps). By mid-2012, this number is expected reach 13,000 (Source: MobiHealthNews, September 2011). Collecting, sharing, tracking and optimization of oneself is a major trend forUPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE 2012. Look for this trend to extend into other sectors throughout the year. WITHINGS FORD MOTORS Booth: Booths: North - 3521 GL-4, www.withings.com North - 2230 www.ford.comWithings’ Blood Pressure Monitor plugs into an iPad, iPhone or iPod October 2011 saw US automotive company Ford demonstrate threeTouch and takes the user’s blood pressure. Data can be sent directly to a apps offering in-car health monitoring. The sample apps use Ford’sdoctor or published (confidentially) on the Web. SYNC Applink software to enable drivers to access certain mobile health apps while driving to keep track of chronic conditions such as diabetes,Also look for their Wi-Fi enabled scales which can measure both weight asthma and hay fever.and fat mass and upload the data to a web portal. What does all of this data mean and CES PANEL Data Liberation: Making Booth: how are we going Health Data Intelligible for the LVCC, North Hall to manage the Consumer info? Hear from January 11, 2012 11:35 CES Panel: companies making AM - 12:25 PM Data Liberation data digestible, fun LVCC, North Hall N250 January 11, 11:35 AM and something we North Hall N250 can act on.AT&T announced in October that it will begin selling clothes embeddedwith health monitors, able to track the wearer’s vital signs (including heart JAWBONErate and body temperature) and upload them to a dedicated website. www.jawbone.com/upAccording to AT&T, apart from its sports based applications, these bio-monitoring clothes line will also be uniquely beneficial for a range of usesincluding fire fighters, policemen and even military personnel. Above all,the health tracking clothes are expected to greatly entice the interestof the senior citizens, where in they will have the freedom of wearinghealth monitors in a more fashionable way.The B1 Basis Band is a Released in November 2011, Jawbone’s Up is a wristband personalwatch-like wellness aid BASIS tracking device that tracks a user’s moving, eating and sleeping patterns.includes optical blood The device syncs with an iPhone app, and users can set the device to Booth: vibrate when they have been inactive for a period, compete againstflow and galvanic skinsensors to track your North - 3632 friends and even earn real life rewards for completing activity challenges.pulse rate, calorie burn- www.mybasis.com LOOK OUT FOR IN 2012rate and sleep patterns. Startup Misfit Wearables raised funding to launch a wearable product focused on helping control a chronic condition by the end of 2012. Investors include John Sculley, former CEO of Apple.
New natural GESTURAL INTERFACES & AUGMENTED REALITYinterfaces based Augmented reality may have become an attention getter in the marketingon movement will world in 2011, but new computer interfaces and augmented screens will reach a tipping point in 2012 as touchscreen, mobile sensing and accelerometer innovations go mainstream. New Natural User-Interfaces (NUI’s) will allowallow more intuitive more intuitive control of computer applications, manipulation of digital content and information. Bridged to local data and online content, these new interfaces use people’s movements and gestures to create a bridge between the real world and the digital world.control of tech, Progressive consumer electronics companies (Microsoft Xbox, Google, Apple, and Nintendo) have realized the importance of making the products aroundincreasing access us simpler to use, rather than blindly adding more features because they can. This trend is enhanced by the increased capabilities of natural interfaces to integrated into new environmental elements of gesture, movements, location, voice-command, biometric response and soon, our moods and our thoughts.to information and In 2012 will see Near Field Communication (NFC mobile-wireless data transfer capability) becoming more prevalent in mobile products and will drive andigital content. exponential growth in mobile (hence personal) interactions. Early examples of NFC enabled gesture interactions will be mobile payment and information sharing through natural gestures (like the Bump contact sharing app). This all leads to a new form of interaction that’s more intuitive, natural and easy for consumers to adopt. It changes the game of marketing content creation, customer interaction and creates opportunities for information providers andUPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE product technologists to ultimately make digital more “human.” NEST LABS Booth: Hilton Suites 303 www.nest.com SoftKinetic develops gesture recognition SOFTKINETIC THE EVOLVING hardware and software for interaction with USER INTERFACE: digital entertainment, gaming, interactive Booth: WHAT’S NEXT? digital signage, advergaming and physical South 4 - 36062 therapy. www.softkinetic.com January 12, 12PM North Hall - 260S Their software can recognize various scenic elements, track user’s body; and adapt digital content to the user’s movements, and vice versa.Easily maintain your desired comfort level in your home with this Multiple platforms in new and scalablelearning thermostat that remembers your temperature adjustments formats offer potential for innovative CES PANELand programs itself to build a personalized schedule based on your monetization strategies and programs. With Merging Content with Newpreferences. Its passive interface also knows when you are not home an ever-expanding universe of content Technologies: Content(via proximity sensors) and is intelligent enough to make the appropriate creation, consumption forms a revolutionary Reinventionadjustments. Additional information is provided while it is being adjusted business model awaits. January 9, 2012 11:30by their owners so as to give them real-time feedback about the energy a.m. - 12:30 p.musage implications of their selection and provides suggestions on howto save energy. LVCC, North Hall N261 MICROSOFT XBOX VIEWSONIC Booth: Booth: Central - 7244 South Hall - 36631 www.xbox.com/kinect www.viewsonic.comThe next-generation of Microsoft’s Kinect is said to be so accurate it ExoDesk, a collaboration between ViewSonic and ExoPC, is a desk withcan read lips, voice pitch and facial characteristics (and complex finger an embedded computer and unique user-interface. It reads input frommovements and gestures) to determine what mood the player is in. 10 fingers and hand gestures to make moving tools, virtual keypads,The Kinect platform has the potential to create new paradigms in the way objects and images around the desktop easy and intuitive.that we interact with computers and communicate. Expect the Kineticsensor technology to be incorporated into displays, TVs, ultrabooks and LOOK OUT FOR IN 2012mobile phones as it becomes miniaturized. More gesture recognition and natural user-interface innovations migrate over from the gaming world to be used in the interaction with TVs andIt’s likely to be available in 2013, but look for an announcement at CES. computers (such as the next-generation Microsoft Kinect).
Mobile “geo- SoLOMo CONTENT + DATA EXCHANGEawareness” SoLoMo = SOCIAL, LOCAL, MOBILE. Fuelled by multiple social and “geo-technology, will awareness” technology components, location-based marketing will create new types of value exchanges between marketers and consumers. Behavioral data tracking will evolve to real time value creation between marketers, contentcreate dramatic creators, consumers and their social networks. Marketers will be challenged to explore new types of social-interpersonal currency for consumers to feel more connected and valued “in-the-moment” as they go about there daily lives.paradigm shifts The advantages from the consumer’s perspective are that ubiquitous mobile access allows you to be connected at any location whilst connected to your entire social network and their opinions, advice and buying power. Brands willto how we shop, need to find value intersections to connect with people, based on consumer’s immediate needs and relationship building opportunities as paid-marketing impact further diminishes and brands are squeezed a central role.socialize and how In 2012 expect products and services to make it more effortless (through the processing of passive-data) to contribute to anything from connecting like- minded strangers for recommendations, pinpointing roads in need of repairswe are marketed to. to finding signs of extraterrestrial life. Consumers can and will increasingly broadcast more data about where and what they are doing to create new social opportunities to connect with their friends, valued products and people with shared interests. Tech devices create continuous data-exhaust of daily life that provide marketers rich data to mine fro insight. 2012 will be the beginning of a longUPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE journey of navigating real time, local connectivity and understanding big data. The eBay Inspiration EUCLID Shop is a selection of eBAY www.euclidelements.com products curated by celebrities, editors & www.ebay.com stylists shoppers can purchase instantly by scanning a QR code in a mobile application. CES PANEL AT&T Guarding Your Online www.digby .com Privacy January 11, 12:45 pm North Hall - 264Euclid is analogous to Google Analytics for the physical world. Digby Mobile Commerce from AT&T helps to lift sales by delivering a user- friendly interface for consumers to search, browse and buy products onThe Euclid sensor anonymously detects smartphones as they move their mobile phones. It allows retailers to provide information, picturesaround the area of your store, both inside and out, so data is collected of products, rich media and an enhanced shopping experience whenwithout visitors having to “opt-in” – so their privacy is kept intact. potential customers scan barcodes. Retailers are provided with analyticsEuclid provides store owners with visitor-based analytics - such as how about customer buying behaviors.many people walked by, how many walked through the door, how manywere new vs existing customers and how long did they stay.Location-basedsocial network, KEYNOTE: LOOXCIEGowalla was bought Carolyn Everson Booth:by Facebook and North - 3520 Facebookis set to be a hugeplayer in location January 11, 4 p.m. www.looxcie.combased marketing. Las Vegas Hilton Theater Looxcie is the creator of the first mobile-connected, handsfree,Amazon’s Flow app, AMAZON wearable video cam that frees people to record and share on the go.enables consumers Looxcie owners can record their lives and share clips instantly to theirto research products Booth: social network or record and stream live video.in-store (through South 2 - 25376image recognition) www.amazon.com LOOK OUT FOR IN 2012and to purchasethem. Marketers will continue to explore ways to utilize mobile SoLoMo data but will need to create clear value for consumers and not overstep their privacy boundaries, acting more transparently.
Integration of Social TELEVISION SOCIALIZEDMedia and The Cult In years past, CES has been a slightly ridiculous technology race to build theof Influence into the largest or thinnest TV with seemingly little thought to improving their usability. Many will persevere with that race, so expect the proliferation of the 4K resolution standard (4000 pixel columns), high-contrast OLED screens, 3DTV experience will tech and ultra-thin bezels. However watch for innovations in this space that mark some progress of the shifting role of the TV in our lives and homes. Television is already has a social aspect to it, whether it’s talking to the persontransform it from a next to you, texting, tweeting or calling friends about what you’re watching. But it’s about to become a much more social experience. Expect the popularity of Social Media and The Cult of Influence to migrate themedia consumption TV away from being a pure consumption medium/device to a creation device. The TV will enable us to become connected to others, curators of content right on our couches, and online participants, instead of TV watching zombies.device to a content Expect that a gargantuan “Cloud Fight” for dominance of cloud computing between Apple, Google, Amazon, Netflix and cable providers (such as AT&T and Time Warner) to extend into a fight for dominance in control of livingcurating experience. room content and access to behavorial insight. The blurry line separating TV and computer screens will go away as cloud computing allows content to be seamlessly moved between primary screens and second screens. Increasingly within our lives, display devices and projected imagery will become fixtures like picture frames, mirrors and faucets. Personalized content, social multilayered entertainment will be cost of entryUPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE for the marketing-media-tech world as viewing technology commoditizes. INTO NOW/YAHOO FLINGO Booth: Booth: South Hall Meeting Titian Ballroom - Rooms - S113 74106 www.intonow.com www.flingo.tvIntoNow is a TV companion app recently bought by Yahoo. It makes Flingo is the embedded technology inside many internet-connectedengaging with your friends around your favorite television shows easy TVs that allows media partners like Fox, Showtime and Etsy and othersand fun. to build apps that integrate both. It enables broadcasters and advertisers to build mobile and web applications that are aware of what televisionThe app picks up on audio cues made by whatever you’re watching content you are watching.on TV and then displays websites, game scores, even Twitter feeds ofmusicians and other famous types shown on the big(ger) screen. Just Broadcasters can provide additional relevant content to on-air showstap the green button when you’re watching, and IntoNow will identify in those applications, increasing engagement with users on the secondthe show, right down to the episode. Once identified, it’s easy to share screen.the content with your friends on Twitter or Facebook.Skype for TV SKYPE FANHATTANwas announcedin 2010. Expect Booths: Venetian Palazzoplenty of solutions Hospitality Suites Central Plaza - CP13for integration of www.fanhattan.comSkype into the TV South 2 - MP25857experience, as well as www.skype.comperipherals. Fanhattan is an entertainment service that lets you discover and watch DISNEY TV and movies on your iOS device from many popular services including www.disneysecondscreen. Netflix, Hulu Plus, iTunes, Vudu, and ABC. go.com The application allows you browse related content including recommendations from friends, reviews from Rotten Tomatoes, ratings, trailers, actor and crew bios, soundtracks, fan gear, and more.Disney Second Screen is an interactive onscreen film feature accessible LOOK OUT FOR IN 2012 CES PANELvia a computer or iPad app that provides additional content to you as Many expect Apple to make a TV based onyou view a movie. The movie links with the viewer’s device through an Multiscreen Universe the Siri voice-commands. They are expectedaudio cue, a manual sync, or with a visual sync indicator. As the film plays January 9, 1PM to make a “media related” announcement inon your television, interactive elements such as trivia, photo galleries, North Hall N259 late January 2012. It could be that they makeand animated flipbooks appear on the iPad or computer screen. public new deals with cable operators and pay TV operators that extend their reach as aDisney Second Screen is currently available to use on an iPad or content provider.computer with Flash.
The “appification D.I.Y. AND DIGITAL OBJECTIFICATIONof everything”, Digital and interactive technologies have been bound in the past to browsers, websites and technology devices. Invention and manufacturing of physicalopen source tech product has been constrained by accessibility to closed and complex manufacturing chains. This is changing as open source hardware, software and manufacturing technologies mainstream, and what we deem “product”and accessible will change. And it will be more accessible to all. 3D printing, computer-controlled cutting and sintering; originally used for rapid- product prototyping, have now evolved and proliferated to where they havemanufacturing spawned a whole new distributed manufacturing network. This new network of local, distributed manufacturers has enabled the mass-customization of electronic products, furniture, jewelry, and even aircraft engines.merge the tangible Open-source electronic prototyping platforms (such as Arduino) have similarly allowed new freedoms in the creation of interactive electronic objects. 3D printers will, in the not too distant future new electronics will also be able toproduct and digital, produce electronic circuitry and components. Apple iOS, Android and code libraries and new online creation software allow for virtually anyone to create social mobile and online applications more easily.online worlds. Pioneering companies such as Ponoko, Etsy and Shapeways have sprouted communities that allow creators to upload their designs, have them produced and provide a virtual market-place for them to promote and sell their products. We’re watching this movement carefully – as all brands will have to react to this massive, future upheaval that could effect CPG, computer, gaming andUPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE retail worlds.Ford and Bug Labs,will develop and BUG LABS PONOKOdistribute open- www.buglabs.com www.ponoko.comsource developertools to advancein-car connectivityinnovation. Ponoko is one of the first manufacturers to use distributed manufacturing BERG CLOUD and on-demand manufacturing. They make it possible for designers to meet customers, “where creators, digital fabricators, materials suppliers www.bergcloud.com and buyers meet to make (almost) anything.” Their website can be used by customers as a virtual marketplace to promote and sell their digital designs and products. It is a green idea- producing only when something is wanted, transporting ideas instead of physical objects. MAKERBOT Booth: South 4 - 36839 www.makerbot.comBerg’s “Little Printer” was created in collaboration with Foursquare, The MakerBot Industries is a Brooklyn, New York-based company producingGuardian, Nike, ARUP, and Google. open source hardware, specifically 3D printers. MakerBot builds on the early progress of the RepRap Project with the goal of bringing desktopIt’s a tiny device that sits in your home, bringing you information from 3D printing into the home at an affordable price.the web. You hook it up with a wireless connection, and then use yourphone to configure what sources of content you like to receive -- news, Makerbot are one of several sources of 3D printers and laser cutterspuzzles, messages from friends, weather updates or reminders. designed around low-cost parts and freeware in the spirit of open- source. The source files needed to make these devices are freelyThe Little Printer (available in 2012) is the first in a family of products available, allowing anyone to build their own from scratch.that will be known as Berg Cloud.The Disney Appmate GreenGoose sensorstoys have unique DISNEY are wireless stickers GREEN GOOSEfootprints that the www.disney.go.com and stick on anything www.greengoose.comiPad’s touch screen is that moves - toable to recognize and automatically tell youread movement from. what’s happening;The app then tailors a frisbee is caught,the game according to or the toilet seatthe toy’s character. goes down.
TRENDS BRANDS RESEARCHERS MEDIA TECHNOLOGYQUANTIFIED Consumers will become more accustom to tracking, storing and Data ubiquity creates the same insight mining opportunities for Utilitarian, technology tools and metric driven applications couldSELF sharing personal information. The question for brands will be researchers as it does for brands. However, it also could create a become as important to consumers as entertainment media. what value will you offer for them volume of passive data, and digital As a media company or media to share this data? behavior analytics competitors. buyer, what will you do to make How will you partner, pursue and your media a service and your data develop skill sets to compete? a useful application for people?GESTURAL Content is becoming 3 dimensional and multilayered across devices As Gestures and interactions are a form of non-verbal communication that As a media company you may have already conquered the “third screen”.INTERFACES media and technology expectations of consumers increase and say something about an individual. Web analytics has evolved to New, augmented and interactive channels may provide even moreAND attentiveness and reach efficiency track and understand some of this opportunity to engage consumers, decreases, your brand will have unspoken behavior, but kinetic data but also create a whole new area toAUGMENTED to work even harder ( as if it isn’t remains somewhat untapped. explore and develop. already) to attract attention. What will you do as a research What will you do as a mediaREALITY What would a fully augmented brand experience look like for your company to model and understand technology enabled actions and company to created new augmented experiences and marketing efforts? What would gestures to predict outcomes for appropriately place digital enabled your marketing operation look like clients and gain new insight into experiences into the real world? to deploy this experience? peoples behaviors?SoLoMo Marketing in the moment, brand conversation in real time is seeming Passive data exhaust is so abundant yet seemingly far out reach in So-Lo-Mo creates a new form of media that gives media “event”CONTENT more a possibility in the coming years. terms of making sense of location, social and mobile data to make it and digital interaction a new spin. Gamified and rewards based& DATA What kind of infrastructure, meaningful. interactions in the real world seem technology and partners will What will you do to develop to be the next big thing.EXCHANGE you gather to explore So-Lo-Mo opportunities? big data and advanced passive monitoring capabilities in the How will you make it scalable and effective from an ROI perspective? coming year? If data is more Will it be a media channel niche for accessable to all, what will you do broadcasters, promotional events to create new value, retain clients? and storytelling content? Or a mainstream channel?TELEVISION Content placement has always been important to brands. Audience and social network access through social technology enabled Social TV has been a discussion within the media and entertainmentSOCIALIZED As social networking interactions become more deeply embedded living room could open a doorway for direct conversation with viewers world for some time, and most of the major players have already into the viewing experience, how and consumers through next begun to experiment with social will you integrate messaging and genteration televisions and displays. content and new, alternative, social monitor activity in real time to How will you prepare to create a advertising placements. understand impact, effectiveness digital research network to access How will you monetize socialized and perception of your brand within people, interactions and their content and cross-platform media social tv environment? consumption habits in home? To in 2012 and evolve your efforts? gather and report this data?DIY & Nike may have been the first brand to venture into technology As the saying goes, knowledge is power. Certainly in the big data Entertainment brands like Disney and Nintendo are starting toDIGITAL integration of mainstream product with Nike ID years ago, but more world digital research insights are power to marketers as well. experiment with physical, licensed product that has embedded and more brands will need to Researchers sit on volumes of data technology that adds to a real time, consider doing the same to attract that in aggregate may be of value or data driven, transmedia film, digital consumers. curiosity to people and marketers. and consumer generated “story”. What assets does your brand have What could you do with your What could you do to make real to retain and create enhanced data to create new value and world product part of your digital experiences for consumers? engagement with “panel.” or broadcast narrative? IMPLICATIONS
FOR MORE INFORMATION: ANDY HUNTER firstname.lastname@example.org JEFF MULHAUSENjeff@upstreamthinking.com