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CES, the Consumer Electronics Show, took place in Las Vegas, January 6th-9th 2015. We held our annual MEC@CES event, with 120 of our clients in attendance we created a thought leadership experience featuring inspiring presenters that gave us their view of what marketing in a connected world means for brands. We’ve condensed their POVs and the best of CES into 5 key takeaway trends – the MEC@CES 2015 Key Takeaways.

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  1. 1. THE 2015 CONSUMER ELECTRONICS SHOW (CES) FEATURED APPROXIMATELY 160,000 ATTENDEES AND 3,500 EXHIBITORS FROM AROUNDTHEWORLD,THE EQUIVALENTOF 35 FOOTBALL FIELDS FILLEDWITHTHE LATEST IN TECHNOLOGY-DRIVEN INNOVATIONS. CES, the biggest technology show of the year, is where brands, startups, celebrities, analysts, marketers, geeks and more kick off the new year in an attempt to understand the devices, technologies and trends that will shape the future. Or at least the next 12-16 months. This year, saw the launch of C-Space, a partnership between the ANA and Consumer Electronics Association (CEA), with a separate conference track aimed specifically at marketers. And at The Sands, a new space was opened, dedicated to wearables, health and wellness technology and the Eureka Park start-up convention, which features innovations from over 20 countries. REVENUES FOR THE CONSUMER ELECTRONICS INDUSTRY ARE PROJECTED TO GROW 3% AND REACH AN ALL-TIME HIGH OF $223.2 BILLION in 2015. SOURCE: CONSUMER ELECTRONICS ASSOCIATION (CEA)
  2. 2. MEC@CES, OUR CURATEDTHOUGHT LEADERSHIP EXPERIENCE, FEATURED EXPERTS, DISRUPTERSAND PIONEERS FROMACROSS INDUSTRIES, SHARING THEIRVIEWS OFWHAT MARKETING IN A CONNECTEDWORLD MEANS FOR BRANDS. Panelists & speakers included: • Brian Cooley, CNET • Mick Ebeling, Not Impossible Labs • Brian Wong, Kiip • Tony Hsieh, • David Carr & Meredith Levien, New York Times • Elyssa Gray, Citi • Jim Nail, Forrester Research Through these powerful minds and influential entrepreneurs, we gazed into the tech trends of 2015: how doing good is good branding, the need to look beyond real-time marketing to address real-time consumer needs, how brands should focus on delivering happiness through culture and customer service – among much more. We also featured our MEC & AT&T Live Experience. This CES installation highlighted our partnership with Mashable and its proprietary Velocity platform, as well the first ever-agency access to Twitter’s Curator Tool to drive both paid and organic content for AT&T.
  4. 4. Overall, one theme stood out… If 2014 was the year that being a nerd became mainstream, and even something to aspire to, CES proved that in 2015, innovation is mainstream. As cultural behaviors continue to evolve, both consumers and brands are recognizing that much of this evolution is being driven by technology and the opportunities that technological innovationsallow. More curious and inquisitive than ever before, consumers want a better understanding of the platforms and tools that are shaping their futures both today and tomorrow. Whether it’s 3D printing, wearable technology, smart cars or the next awe-inspiring device, consumer curiosity is driving brands to innovate like never before. As a result, CES is no longer about introducing new technology; it’s about introducing new influences and opportunities to evolve the way we live and engage with the world around us. It is imperative that we continue to track these devices and technologies throughout the year to understandhow and why they are evolving, and to determine which companies with whom to build relationships in the future. INNOVATION HAS GONE MAINSTREAM
  5. 5. Virtual Reality’s ability to be a part of advertising and marketing became palpable this year. Demos of consumer-facing Virtual Reality (VR) products finally hit the tradeshow floor, including the Oculus Rift and Sony Morpheus. While VR has potential to become as commonplace as smartphones or tablets, it still has a way to go before it seamlessly integrates into everyday life. Brands are working to determine the ideal form factor, content parameters and other key components that can make or break VR’s mainstreaming capabilities. It became clear at CES that VR can, and will, offer new communication opportunities outside of the gaming and entertainment worlds, giving people the chance to interact within and alongside the real world via the virtual world. WHYTHIS MATTERSTOYOU This is a new content-centric landscape for brands, whether or not they have already tapped into gaming as a marketing opportunity. Be inspired and learn from brands like Samsung which have made VR experiences customized with products like Milk VR, a VR video service for its Gear VR platform, as well as more immersive VR-driven gaming opportunities. As consumer interest in VR continues to rapidly accelerate, and companies push to determine the best applications for their VR investments (e.g. Facebook’s $2 billion purchase of Oculus VR), new chances to leverage the technology will emerge as the devices enter the marketplace and consumers find practical ways to integrate it into their lifestyles. Consider if developing a relationship with one of these partners could be of benefit to your brand. VR HARDWARE SALES ARE EXPECTED TO GROW FROM $1.4 BILLIONTHISYEAR TO $2.4 BILLION IN 2017. Source:VR consulting firm KZero VR SOFTWARE SALES,WHICH ARE CURRENTLYCOMPRISED OF MOSTLYVIDEO GAMES, ARE EXPECTEDTO REACH $2.8 BILLION BY 2018. Source:VR consulting firm KZero VIRTUAL REALITY IS NO LONGER AVIRTUAL CONCEPT
  6. 6. VIRTUAL REALITY IS NO LONGER AVIRTUAL CONCEPT Oculus offered its first public demonstrations of the Crescent Bay prototype device. Crescent Bay improves upon previous models, offering a lighter- weight and more comfortable device with better resolution and tracking, functioning at the ideal 90Hz refresh rate for VR. Oculus has already been testing brand-focused ways to use the technology, recently partnering with Marriott Hotels to provide guests with fully immersive virtual travel experiences, teleporting users to the beaches of Hawaii and downtown London via Oculus Rift devices. Samsung introduced Milk VR, a virtual reality video service for its Gear VR platform, offering free 360-degree videos to Gear VR virtual-reality headset users. The goal is to give users streaming and downloadable video content that makes the most of virtual reality’s offerings. VR company Sensics and gaming company Razer came together to launch the Open Source Virtual Reality (OSVR) platform in an attempt to standardize the development of Virtual Reality. A development system (vs. operating system), the goal is to help get VR on different types of hardware, e.g. consoles and head displays. Early supporters include Leap Motion and the International Game Developers Association.
  7. 7. The Internet of Things came full-circle at CES this year. With of a slew of connected devices that can be controlled via consumer-friendly hubs (e.g. smartphone apps), we saw the Internet of Things cross over from a buzzword to mainstream adoption. This is a massive shift. Previous years emphasized stand- alone gadgets, but this year CES hosted a staggering number of connected devices, critical for the evolution of the Connected Home concept. With products such as Google’ Nest, and platforms such as Lowes and Belkin, there’s never been a better time for consumers to begin connecting their devices to different parts of their lives. While standardizations regarding platforms and security are still in flux, we expect providers to tackle these topics in the coming year to ensure consumer safety and confidence. WHYTHIS MATTERSTOYOU The Internet of Things is here, and now is the time to understand a brand’s role in it. Either highlight smarter capabilities embedded within your brand’s offering, or find ways to plug into larger connected offerings already in existence. Apple’s HomeKit development platform, which allows brands to build smart home devices that can be controlled via Apple iPads/iPhones, is an example of the latter. The potential for this market is lucrative in uncovering new ways to be a part of consumers’ lives and tap into new streams of data to provide improved, holistic experiences. This is an important time for privacy; as more devices become connected to the Internet and to each other, there are more opportunities than ever for security breaches, with hackers having potential access to sensitive real-time information devices like connected security systems, smart TVs and even pet monitoring devices. The global market for Internet of Things devices and services is expected to exceed $7 trillion by 2020, up from $1.9 trillion in 2013. Source: Market research firm IDC SMART PRIMES ITSELF FORTHE MAINSTREAM
  8. 8. SMART PRIMES ITSELF FORTHE MAINSTREAM For example, WeMo’s Keychain Sensor serves as a digital tracking device, alerting users when people come and go from a home, and can be used for either tracking children or triggering other connected home actions. The WeMo sensors connect to a home’s WiFi network and works with the WeMo app on both Android and Apple devices. Belkin unveiled a series of WeMo Sensors that fill many home automators’ gaps, such as single vendor compatibility and improved awareness of what happens within a home via tools like magnetic window and door sensors. The sensors come in an array of sizes to address a slew of needs, and can be attached to anything from a dog collar to a night side table. Nest unveiled a range of new partners for its Works With Nest developers program, including Lutron, Insteon, August Smart Lock and Philips Hue. The new partners will build Nest products into its ecosystem. For example: • When Nest Protect senses something is wrong, a user’s Philips Hue lights will flash on and off to get user’s attention. • A user of the August Smart Lock can set their Nest Thermostat to ‘Home’ when they unlock their door, triggering their house to warm up/cool down. Users can then lock their doors when they leave, triggering the Nest Thermostat to Away to save energy.
  9. 9. Everyone knew that wearable technology would be on full display this year, thanks to the CES Wearables Marketplace feature at the Sands Hotel. However, they may not have anticipated how these devices have become even more useful as a result of becoming even smarter. With many devices tapping into the learnings of the Internet of Things, wearables have expanded, offering far more enticing features beyond health and fitness monitoring. Integrating smart technology into almost anything that can be worn by a consumer, including jewelry and clothing, the wearables marketplace has grown from being a trend to an impending part of everyday life. And as many wearables move from focusing on fitness to a full spectrum of health areas, we’re seeing new (potentially endless) possibilities. WHYTHIS MATTERSTOYOU As different features (e.g. sensors, cloud computing) come together in new and evolved offerings, while other devices focus on specific industries like health or hospitality, wearables continue to hint at potential for marketers to connect with consumers like never before. These devices provide the chance to be closer (literally and figuratively) to consumers, and uncover new data streams that we never before imagined could be possible. We will continue to see wearables enter the market and cover almost every possible consumer need, from tracking a dog’s daily activities to helping a user meditate. Like with any technology, as consumers test and adopt these devices into their lives, it’s critical to understand why and how they are leveraging the devices, and find ways to help them make the most of those experiences. Overall wearable unit sales are predicted to reach 30.9 million units (a 61% increase from 2014) and generate $5.1 billion in revenue in 2015 (a 133% increase). Source: CEA U.S. Consumer Electronics Sales and Forecasts study WEARABLES HAVE BECOME WANTABLES
  10. 10. Quell is an FDA-approved medical wearable designed to leverage electrical stimulation to relieve chronic pain. It can be controlled using a smartphone and allows users to track usage and follow therapy regimens. Withings announced the Activité Pop, a smartwatch that keeps it simple, tracking movement and activity and reporting it to Withings’ iOS app. The $150 watch is among the few wearables currently available that are practical and aesthetically attractive, designed in a slew of materials and colors for personalization. Osterhout Design Group’s new, lightweight consumer smart glasses are based on the company's R-6 glasses, already in use in enterprise and government agencies. Powered by Qualcomm’s Snapdragon 805 chip (the chip Samsung Galaxy Note 4 uses too), and running full Android, the smart glasses represent the market evolution first kicked off by Google Glass. LG and Audi are working a version of LG’s G Watch R smartwatch. It is predicted that it will be built on the Android Wear operating system and will support and control in-case operating systems. WEARABLES HAVE BECOME WANTABLES
  11. 11. Cars have always been a cornerstone of CES, and this year was no exception. While we heard about ‘self driving cars’ in past years, 2015 provided a look ‘under the hood’ to see where the future of auto technology is headed: towards automation. Some of these smart features are already available in cars on the road today, and more are coming this year. Connected cars are no longer a Jetsons-esque vision for a far- away future. As of today, new ways of integrating consumer- facing technologies such as wearables and smartphones into the dashboard and driving experiences of cars offer opportunities for connectivity and targeting. While there are still plenty of hurdles for automated self-driving cars to overcome (e.g. security and legislation), features like self-parking, adaptive cruise control, and vehicle-to-vehicle communication will be here before you know it (if they aren’t already). WHYTHIS MATTERSTOYOU While we’re still a ways away from owning self-driving cars, the future of automobiles will be driven by innovations focused on connectivity and automation. With the promise of bringing new experiences, like commerce and targeted radio to cars, connected cars offer personalized ways to turn the driving experience into an infotainment experience. CARS AS THE NEW CONSOLES Increased levels of intelligence can only improve the consumer experience, and automation alleviate many of the stresses related to driving and commuting. The result is less clutter for brands to cut through, and new ways to capture attention on and off the road.
  12. 12. Parrot’s RNB6 offers a device that fits into almost any modern-day car, with a dash camera build into it. The result? Operating system agnosticism and the ability to upgrade any car. The device features navigation, hands-free telephone operation and on-board diagnostics, as well as a CarPlay/Android Auto feature, ensuring users aren’t stuck with one operating system. Chipmaker Nvidia unveiled the Tegra X1, its most powerful mobile processor ever, designed for cars. Dubbed "the world's first mobile super chip” by CEO Jen-Hsun Huang, the world's first teraflops mobile processor will be used in cars, with the belief that “future cars will be the most advanced computers in the world.” Nvidia also introduced the Drive PX, a new car computing platform based on the Tegra X1 that will be compatible with QNX, Linux and Android-based car systems. GM announced an expanded OnStar in-vehicle subscription concierge service, featuring AtYourService connected car-compatible mobile app. AtYourService brings commerce to cars via partnerships with brands like Dunkin' Donuts and Priceline, and offers coupons through digital providers RetailMeNot and Entertainment Book. Other new features include the ability to evaluate drivers’ performances and predict when parts may need repair. CARS AS THE NEW CONSOLES
  13. 13. WHYTHIS MATTERSTOYOU Beside being aesthetically attractive and offering better viewing experiences than ever before, most of the new TVs not only feature ultra-high definition 4K resolution, OLED (organic light-emitting diode) display technologies or both, but they also remove the need for additional streaming devices (e.g. Apple TV), offering streaming content from popular sources like Netflix and Amazon. By removing the need for additional devices, consumers will have more opportunities than ever to access traditional cable, satellite television or streaming content on an in-home device – as opposed to on a portable device like a tablet, laptop or a smartphone. This is a dynamic opportunity for those looking to reach consumers in the home vs. on- the-go. TV EMERGING AS A SUPERPOWER Shipments of so-called 4K ultra high-definition TVs are projected to reach four million units in 2015, an increase of 208% over 2014. Source: CEA U.S. Consumer Electronics Sales and Forecasts study 33% of consumers may purchase a 4KTV within the next three years, while 44% said they are likely to purchase a “smart” or Internet- enabledTV. Source: CEA U.S. Consumer Electronics Sales and Forecasts study Yes, we saw plenty of big, shiny new 4D TVs, just as we’ve seen in previous years. Really impressive this year, was the way that companies (both technology and media) were showcasing new ideas to leverage data and content, impacting how brands connect with and communicate to consumers. Mega-brands like Sony, LG and Panasonic announced new TVs, as well as partnerships with content creators like Netflix and Walt Disney Studios to set standards for 4K TVs and content. Sony and Dish Network both demoed their newly launched virtual MSO services (Sony Vue and Sling TV), while brands like LG and Samsung showcased smarter, even more connected TVs that will not only continue to drive consumer viewing habits, but also potentially shape them in the future.
  14. 14. Streaming video technology provider Roku is working with manufacturers to embed its software into their TVs, wanting to bring consumers an affordable, highly usable smart TV experience and recognizing that not every household is investing in an independent streaming player. Roku launched a partnership with Insignia, Best Buy's house brand, which will bring Insignia TVs with built-in Roku TV features to Best Buy stores this spring. They’ve also signed a deal with Haier, who will begin selling Roku- powered streaming TVs later this year. CES also saw the launch of UHD Alliance, a group comprised of consumer electronics companies, TV service providers and studios. The organization focuses on setting new standards for HD content and devices – but does not give answer to the many questions about why consumers should upgrade their TVs and what it would mean for their viewing experience. Dish Network launched Sling TV, a web-based offering that provides live and on-demand TV content via Internet to a slew of devices (e.g. TV, smartphones). Dish says that it will be $20/month, about a fifth the cost of the average household cable and satellite service bill. The ability to watch live content (e.g. news and sports) without a cable subscription could be enticing for those interested in a cable-free option. Netflix announced Recommended TV, a new program that helps users find specific TVs based on the content they're looking for. Based on Netflix’s ability to assess a TV's connectivity and image-processing technologies, it will help consumers find the optimal TV set to watch their desired content on. TV EMERGING AS A SUPERPOWER
  15. 15. MOBILETECHNOLOGY: The key device bringing together the various aspects of our lives, and the future bridge for our wearables and connected home technologies. Ex: LG Display's dual curved display smartphone concept device; Microsoft’s Nokia 215, the cheapest Internet-ready mobile device Microsoft has produced. 3D PRINTING: Introduced user-friendly features such as new material forms and low cost options. Ex: XYZprinting’s Food Printer creates shapes from food items. GAMING: Tapping into consumer interest for on-the-go and Internet-enabled gaming capabilities. Ex: Razer’s Forge TV is a microconsole powered by Android’s operating system, allowing users to play Android games with Razer’s Serval controller. DRONES: Unmanned systems are growing in popularity as consumers find them entertaining and brands test ways to make them useful. Ex: DJI’s Inspire 1 is a handheld camera drone offering 4K resolution for both photos and videos ROBOTICS: Using artificial intelligence to provide new ways to interact and connect with people by closing perceived gaps. Ex: Suitable Tech’s BeamPro robot gives employees virtually office presence by letting users "interact with remote locations by coupling high-end video and audio with the freedom of motion to move about a space." MORE SIGHTINGS FROMTHE CES FLOOR
  16. 16. BITCOIN - A software-based online payment system where payments are recorded in a public ledger using its own unit of account, also called bitcoin. Payments work peer-to-peer without a central repository or single administrator, which has led the U.S. Treasury to call bitcoin a decentralized virtual currency. IFTTT (“ If This Then That”) - Pronounced like “gift” without the “g”, it is a web-based service which allows other services (e.g., Gmail, Google Reader, Instagram, Craigslist) to be programmed by means of using publically available and consistent, simple conditional computer programming statements (called “recipes”). An example of this is if the user's photo is tagged by someone on Facebook, then that photo will be added to the user's cloud-based photo archive automatically. MAKERSPACES - Community centers with tools. Makerspaces represent the democratization of design, engineering, fabrication and education (e.g. Pebble Watch, MakerBot and Square). RFID (Radio-Frequency Identification) - The use of radio waves to read and capture information stored on a tag attached to an object. A tag can be read from up to several feet away and does not need to be within direct line-of-sight of the reader to be tracked. BLE - A new version of Bluetooth that makes wireless connections between BLE-enabled devices over short distances. To showcase how BLE is different, think of cellular communications that provides wireless coverage with a footprint measured in miles; WiFi's footprint that is measured in yards; and BLE's which is measured in feet; whereas NFC's is measured in centimeters. CES 2015 DECODED:TERMSTHAT MATTER BY CARY TILDS, GROUPM DRONES - Formally known as unmanned aerial vehicles (UAV), a drone is a flying robot. The aircraft may be remotely controlled or can fly autonomously through software-controlled flight plans in their embedded systems, working in conjunction with GPS. OTT (over-the-top content) - In broadcasting, it refers to delivery of audio, video, and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content. BLUETOOTH 4.0 - Backward-compatible with all other versions of Bluetooth, so you can pair existing Bluetooth headsets with the new iPhone without a problem. The Apple iPhone 4S was the first phone to ship with Bluetooth 4.0. HI-FI SYSTEM (High fidelity) - A term used by home stereo listeners and home audio enthusiasts (audiophiles) to refer to high-quality reproduction of sound to distinguish it from the poorer quality sound produced by inexpensive audio equipment. EMBEDDED INTELLIGENCE - Characterized as the ability of a product, process or service to reflect on its own operational performance, usage load, or environment in order to enhance the product performance and lifetime, to increase quality or to ensure customer satisfaction. 3D PRINTING - Achieved using an additive process, where successive layers of material are laid down in different shapes. 3D printing is also considered distinct from traditional machining techniques, which mostly rely on the removal of material by methods such as cutting or drilling (subtractive processes).
  17. 17. 1995 was the last big moment in technology. 2015 will be another turning point. We’re going from a 2D world to a 3D world.This additional dimension will change how we experience computing. - BRIAN KRZANICH, CEO, INTEL Data is a political tool. If you put data on the table it can adjust the way you manage, the way you lead. - MIKE STENBERGVPWEB & INFRASTRUCTURE, SIEMENS A great brand is a story that never stops unfolding. -TONY HSIEH, CEO, ZAPPOS Think about people as a collection of moments, not targets. - BRIANWONG, CEO, KIIP ‘Impossible’ is a question of time.You have to commit and then figure it out. - MICK EBELING, CEO, NOT IMPOSSIBLE LABS Many people think it’s [the Internet of Things] in the distant future. It’s not. It’s 2015, and we are going back to the future. - BKYOON, CEO, SAMSUNG Technology is how we get things done. - BRIAN COOLEY, EDITOR, CNET [Brands] have to find a way to find or build a big enough campfire for people to gather around. - DAVIDCARR, NEWYORK TIMES
  18. 18. THANKYOUTO ALLTHE MEC@CES CONTRIBUTORS! To see more of what happened as it happened at CES 2015, download the FlipBoard MECGlobal For questions, please contact: Whitney Fishman