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Carat @CES 2020 Wrap Up Report

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Over the course of three days, Carat was focused on how the latest technologies could be applied to current brand and business challenges. It is our goal to ground the innovations we see in an understanding of human intelligence that prepares brands for today, tomorrow and the future.

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Carat @CES 2020 Wrap Up Report

  1. 1. Wrap Up Report
  2. 2. The tipping point 2 CES 2020 As we look ahead, 2020 will be a pivotal year on many fronts, not only for tech, but for society and culture. In previous years, CES provided ongoing updates on incremental changes. This year, we saw that most of the “things to come” are technologies and applications that we’ve already seen. Whether it’s autonomous or flying cars, robots in the home, the promise of AR/VR and 5G - not many concepts surprised us this year. However, we believe that the next wave of technologies to come in 3-5 years will unlock new concepts and applications we simply aren’t thinking of today. In 2020, we are at the beginning of a tipping point where recent advances in these technologies (particularly Artificial Intelligence and 5G) will lay the foundation for these revolutionary new concepts and technologies to take shape. Carat approached CES 2020 with the lens of “Practical Innovation,” understanding how consumer behavior is being shaped, and how technology drives it.
  3. 3. Context 3 CES 2020 Politics Everyone is and will continue to talk about politics on a daily basis, especially with the upcoming 2020 U.S. elections looming. Not only are certain candidates taking on big tech companies, but there is new legislation, like CCPA, being implemented. All of this chatter is creating more awareness and knowledge of these previously more opaque topics to the average American. Privacy Privacy continued to be a hot topic at CES and is even more important due to the change in consumer knowledge on the topic. After a 28-year hiatus, Apple joined a Chief Privacy Officer Roundtable discussion at CES, which also included P&G and Facebook. Attention The streaming wars gather momentum, as Quibi and Peacock both held keynote’s at CES 2020. Not only is there a fight for people’s wallets, but more importantly for their time and attention. These streaming video services will take a chunk in advertising sales, creating an increasingly cluttered environment for marketers. Technology without context is impractical.
  4. 4. Tech’s unintended consequences 4 CES 2020 CES 2020 showed us a future of connected everything. Cameras in every corner of our homes, facial recognition on our streets, and in our cars. Then add Alexa to everything - even if it doesn’t make the most sense (see Kohler’s $11,000 Alexa enabled toilet?). We’ve seen many examples of tech backfire, whether it’s data leaks, in-home camera feed hacks, or Deepfakes. We are moving at such a rapid pace in integrating our lives and personal data with tech that we aren’t properly equipped to mange the unintended consequences of it. Although it’s almost impossible to stop the moving train of tech, CES 2020 highlighted some products that considered the user’s privacy. From laptop camera “kill-switches”, to Delta’s Parallel Reality privacy screens, or even self-destructing DNA tests via DNANudge, we look forward to seeing even more responsibility from tech companies when it comes to mining our data and assuring the consumer of their privacy. Ring Camera’s feed hack Source: https://thespoon.tech/dnanudge-guides-your-grocery-shopping- based-off-of-your-dna/ Source: https://liveandletsfly.boardingarea.com/2020/01/10/delta- parallel-reality/ Source: https://www.cnbc.com/2020/01/07/apples-jane-horvath-defends- iphone-encryption-on-ces-panel.html DNANudge Delta’s parallel reality screens HP laptop with webcam kill switch Apple’s Global Privacy Director addressing encryption on device
  5. 5. Innovation for good 5 CES 2020 While Innovation for good continues to be a theme, what we saw this CES was a shift to more practical and launchable products that improve people’s lives – or the planet. A few great examples: 1. With the global rise in anxiety, Muzo took a look at how to improve your everyday environment by eliminating noise pollution that can add to anxiety and stress. Goodbye to those obnoxious car horns while you are trying to work from home- this device uses vibrations to absorb sounds and cancel out harmful noise. 2. Segway has upgraded the wheelchair by creating a sleek, covetable design that is easier to use and takes less effort than a traditional wheelchair. This was one of our favorites as this year’s event. 3. Impossible Foods leveraged CES to launch new products, with this year being the year of fake pork. The Impossible Sausage crossiant-wich will be at limited Burger Kings later in January. Muzo’s noise cancelling device Segway’s wheelchair Impossible Foods announces Pork
  6. 6. Democratized healthcare 6 CES 2020 One of the most exciting themes we noticed at CES 2020, was the use of technology to democratize healthcare. Where many parts of our country (and the world) cannot afford access to great healthcare, many companies are looking to find solutions through tech. We saw a future where wearables and devices could supplement practitioners, predict health issues, or even help heal through therapy. Some of our favorite examples include: - EyeQue – self administered eye tests brings the optometrist visit to your home. - AerBetic – wearble diabetes device that uses breath, not blood, to infer diabetic status. - WELT – smartbelt that assesses and aims to prevent fall risk with the elderly. - OrCam – AI driven wearable for the vision and hearing impaired. A camera that can read to the user, read lips, and even recognize friends. - Jennie – animatronic dog with realistic fur designed to provide comfort for seniors. EyeQue Jennie by Tombot AerBetic WELT Smartbelt OrCam https://www.cnet.com/news/a-snoring-robot-labrador-puppy-stole-my- whole-heart-at-ces-2020/ https://www.businesswire.com/news/home/20191230005107/en/WELT- Smart-Belt-Pro-Wins-CES-2020
  7. 7. Personification of technology 7 CES 2020 Robotics and voice assistance has had an ever-growing presence each year at CES, so we were excited to see what is next in this space. Due to an aging population and a rise in the ”single” economy, this vertical of technology is morphing from “assistance” to “companionship,” becoming more human- like in look and interaction. The most exciting news in this space was Samsung’s Neon project. Neons are digital avatars that look and act like real people. They are not all knowing like AI assistants, but are designed to be more like humans who learn from interactions and experiences. Neon is designed to help with goal orientated tasks or things that require more of a human touch. We expect service industries like education, finance, health care, and entertainment to be the first to test this new technology. Samsung has assured that deep fake technology can’t be used with these avatars. Who knows, this time next year you may be getting your morning news on Quibi from a Neon digital avatar. Samsung’s Project Neon
  8. 8. Beyond the car 8 CES 2020 CES has easily become one of the Auto industry’s biggest showcase, with most of the focus being on concept cars, electric vehicles, autonomous cars, and flying Ubers. This year we saw more of the same, but the big auto makers weren’t the only stars on the floor. As the industry looks at what’s next beyond the car we saw many technology companies unveiling their in-car tech, but in Sony’s case, their own concept car, the Vision-S. There was a strong presence from tech companies like LG, Koch, Amazon, Byton, and Sony, who all showed their version of the “future living room,” as cars turned into entertainment theaters, nap pods, and offices. Although we are many years away from this future, it’s interesting to see how dominant media will be inside the car. ”Avatar” inspired Mercedes Benz Hyundai x Uber promises their “Air Taxi” by 2023 Source: CNET - https://www.cnet.com/roadshow/pictures/cool-car-stuff-ces-2020/9/ ZeroG Lounger by BMW Sony’s own produced concept car, “Vision-S”
  9. 9. Streaming wars fueling ecosystem wars 9 CES 2020 Last year we discussed the Streaming Wars and how the new platforms and services were going to battle it out over who would win consumers’ attention and wallets. With new entrants from Disney+, Apple TV+, Quibi, HBO Max, and Peacock, and Netflix doubling down, we expect to see the first glimpses of this battle royale. Although we won’t really see the affects of the “Streaming Wars” until content is returned back to their respective platforms between 2021-2023. Furthermore, there are a couple additional trends that are shaping where we view content as a weapon in the greater overlapping ecosystem confrontations: • We’ve seen pureplay content platforms like Netflix start to see adversity without ancillary business models to drive revenue. With more competition in the market, subscription prices are lowering, IP losses push increased budgets for original content, and Netflix still doesn’t offer ads or data licensing. • Tech’s rapid adoption of bundling content to prevent churn or to make tangential businesses with higher margin more desirable to benefit the full ecosystem. • Telecom companies are acquiring content creators to control the pipes, the content, and data. • Most streaming platforms have diversified revenue sources in which content and data enhance their other offerings. • Pandora, Spotify, TIDAL, HBO Max, Netflix, Amazon Prime Video, Disney+, Apple TV+, and Hulu all offer either free or highly subsidized with service. Source: NYTimes, Motley Fool, Matt Ball VC “When we win a Golden Globe, it helps us sell more shoes” – Jeff Bezos
  10. 10. The new value exchange 10 CES 2020 Due to the increase in pay-for services, consumers are starting to get angry about the number of things that are piling up in their bank account. From gym memberships, to music platforms and streaming video services – not everyone can afford the price tag. Brands have the ability to help alleviate some of the tension between great content and the increasing costs to access. While some companies are doing this by bundling services together, platforms like Twitch are letting brands subsidize the costs of products like subscriptions to streamers. The Subway x Twitch ”Subtember” program was a great example of this coming to life, which created user love and earned media.
  11. 11. Adaptable ad formats 11 CES 2020 With the choices for consumers to buy out, tune out or skip the ad, companies are looking to innovation to create a better ad experience, with the user at the heart of designing the experience. - Pandora partnered with Instreamatic to create an engaging voice interaction ad unit, which gives you more information with a simple yes/no response. - Twitch continues to innovate with non-traditional ad products, like branded emojis. - Quibi’s new turnstyle ad product allows the user to get a different experience and in- show perspective by turning the phone between portrait and landscape mode. - The RAZR flip phone is back and with a seamless screen on the inside (open) and a single screen on outside (closed).
  12. 12. Ambient tech 12 CES 2020 For the past few years, we have seen tech take on more natural designs. This year, we saw more examples of how tech is looking to be almost invisible, allowing it to work without active inputs. A few examples: - Alexa & Google Assistant in EVERYTHING. Whether it is a refrigerator, coffee pot, light, TV, or even a toilet, the need for a ‘dedicated robot speaker’ is diminishing. - Withings Smartwatches are designed to look like well crafted time pieces, however they also have all the capability to track sleep, heartrate via EKG, steps, and even oxygen levels. - UltraSense helps turn any traditional surface into a touchscreen. This allows our walls, homes, cars, desks, paper, etc to become screens. - Mui Lab Panel is a smart display that uses natural looking wood aesthetics with inset LED displays. UltraSense Mui Labs LED Panel Withings Smartwatch
  13. 13. Year of the test & learn 13 CES 2020 Is 5G finally here? Yes and no - although 2020 is a marquee year for the big four telcos (AT&T, Verizon, T-Mobile, Sprint) to roll out their versions of 5G across the country, it will be a moderate, focused, and slow rollout. Although we won’t immediately have smart cities lit up or self driving cars in every driveway, we expect to see many media and tech companies benefit from the network rollouts. We anticipate many “first-to-market” or “never-been-done-before” opportunities to arise from the increased speeds of 5G as well as the accelerated learning of AI. As these opportunities come through the agency, we encourage our teams to think about how the future consumer will be interacting, creating, or viewing media and be open to taking on test and learns to gain further insight. We never imagined the types of apps, platforms, and behaviors that 4G has given us (cars or food on demand, social media dependency, streaming content and music), and believe that once 5G is fully adopted, it will spark a new wave of media and behaviors. The possibilities from 4G below, give us excitement for what 5G can bring:
  14. 14. Wrap Up Report Contact Us To learn more or discuss how human intelligence and innovation strategy can help drive value for your business, please contact Carat.USMarketing@Carat.com Michael Liu VP, Director, Mobile, Innovation and Strategy US Haley Paas SVP, Head of Strategy & Insights US Check out Carat’s podcast: The Human Element. Exploring how insight and humanity impact modern marketing to build stronger brands.

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