Interpreting CES 2014


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Key trends & observations for marketers, from the Consumer Electronics Show 2014

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Interpreting CES 2014

  1. 1. Interpreting CES 2014 Implications for media and communications
  2. 2. 1. What does CES have to do with us? 2. The (lack of a) Big Bang 3. Communications ‘Best Of’ 4. The generation gulf 5. The changing role of advertising What we’ll cover
  3. 3. What does CES have to do with us?
  4. 4. Ask Kimberly Clark
  5. 5. “One of the biggest reasons for us to come here is to explore partnerships that will help us totally change the game, create consumer experiences that transcend the conventional siloes of channels” “I think the key aspect as well is that technology and consumer experience for us are two sides of the same coin” Mayur Gupta, Global Head of Marketing and Innovation
  6. 6. The (lack of a) Big Bang
  7. 7. Samsung: bendable OLED for an immersive TV watching experience
  8. 8. Sony: 3D glasses free 46” TV N.B. We know this picture doesn’t bring the product to life at all, but trust us, it was awesome…
  9. 9. ChefPro: 3D printed food
  10. 10. 3D Systems: 3D printed drum kit
  11. 11. Wearables: Intel baby suit
  12. 12. Smart Teddy Bears: tell Mum you’re sick
  13. 13. Budgee: the friendly robot that carries your shopping
  14. 14. Project Christine: Modular PCs
  15. 15. Muse: changing how we interface with technology
  16. 16. Oculus: the next generation of virtual reality
  17. 17. The Big Theme: Confluence Device Social SensorsConnection The Cloud The IoT
  18. 18. Mercedes & Pebble Smart Watch: pair your watch to you car for non-intrusive alerts
  19. 19. And the winner of worst invention goes to… The Belkin Crockpot epitomises one of the overriding themes of CES: solutions looking for a problem to fix
  20. 20. The Near Next: Exploring What’s Possible
  21. 21. Communica- tions ‘Best Of’
  22. 22. The first (only?) Smart TV that isn’t dumb  Roku TV has partnered with the lesser known Hisense and TCL to create a new line of Smart TVs  Regular updates  Simple, elegant UI: no messing around with inputs  All the functionality of its set- top box device put into a TV  Due H2 2014 Implications: Smart TVs that really change behavior. They will change distribution, disrupting how we access channels and blurring the lines between FTA, PTV and digital content
  23. 23. Connected Home: a nudge closer  In 2005 90% of connected devices were PCs, by 2020 that will be 25%: we’re moving towards anticipatory computing  Healthy skepticism still needed  Qualcomm’s common sensor notification platform & the Lowes Iris etc are addressing compatibility issues Implications: 1. Data = better segmentation & personalisation 2. Geo-location moves in house
  24. 24. 3D Printing: The Cube by 3D Systems  3D System’s The Cube starter model retails for under $1,000 at Staples  Most consumer friendly 3D printer prints in 2 colours and 2 plastics  Possible to print in resin, sugar, metal, carbon fibre, gold, platinum and so on  3DMe photobooth coming soon! Implications: beyond the consumer novelty 3D printing could have huge implications for retail, customization and personlisation by lowering manufacturing costs. Advertising becomes a window to a product’s possibilities not just a product.
  25. 25. iBitz – wireless family trackers Implications: iBitz has recently started a partnership with Disney in which children unlock content for completing tasks. Opportunities with wearables for brand/media partnerships to provide the ‘carrot’  Children’s wearable technology: tracks exercise units  Outputs can be tracked by the parent or the child themselves via a smartphone app  Opportunity to add additional tasks beyond exercise  Parents can build in customized rewards via Amazon
  26. 26. LG Lifeband & the Pebble Smart Watch Implications: Wearables – combined with Connected Home – will contribute to the evolving role of the smartphone. The smartphone will become a hub device that sits at the heart of your personal IoT  Among all of the wearables these were the most buzzed about  Wearables still 3-5 years off the mainstream for form reasons + the need for consolidation in the market place. There are rumours about Google in this area
  27. 27. Open Automotive Alliance  Google, GM, Honda, Audi, Hyundai and Nvidia announced the Open Automotive Alliance  Will be working with the National Highway Traffic Safety Administration to regulate self-driving cars  Cars become the new battle ground for iOS vs Android Implications: Cars become the new target for geo-location
  28. 28. Kinect 2.0 (& the rest of the gaming industry)  X-Box One’s bundled Kinect 2.0 sensor can identify, interpret and respond to a conversation between two people  Intel collaboration with Z Screen to enable you to create things in 3D  Gaming is going beyond gesture control and to natural motion Implications: 1. Game consoles are positioned to change the way 13-32 year old boys interface with content 2. We’re moving from gesture control to real motion control
  29. 29. 3D Augmented Reality: ModiFace 3D Augmented reality mirror Implications: Significant retail & advertising implications for more immersive experiences: print ads could potentially put you in the car you want to buy  ModiFace allows users to try on make-up in real time and see themselves from all angles  After several in-store experiments it was found that an instant mirror-like virtual- product simulation could increase the counter and booth traffic for skin-care brands by 120%  Aurasma announced 3D app
  30. 30. The Generation Gulf
  31. 31. With the law of accelerating returns, Kurzweil predicts that due to exponential change, paradigm shifts have and will continue to become increasingly common, leading to "technological change so rapid and profound it represents a rupture in the fabric of human history”
  32. 32. “It’s amazing to me that at such a young age my can son can already navigate the phone so well… If he didn’t know how to do that, and all his classmates did, would I be doing him a disservice?” Randi Zuckherberg, It’s Dot Complicated How do we raise children in a digital world? Hopscotch app Play-I Robots Sifteo
  33. 33.  What role can brands play in opening up the next billion APAC consumers OR in making sure we don’t lose them? – Bringing technology to rural areas is about more than giving out cell phones – The changing role of libraries – How do we communicate the benefits and processes of complicated technologies such as 3D printing to those who didn’t grow up ‘tech native’? Income, location and age
  34. 34. The Changing Role of Advertising
  35. 35.  The confluence of technology dictates the confluence of channels  The law of accelerating returns applies as much to communications & media as to technology  As the landscape fragments it becomes harder to reach people at scale. However, as the smartphone, connected home and wearable technology evolve we can connect previously disparate packets of data about a person for better targeting  The IoT and content enabled objects are making every object a potential media channel  A more holistic approach is needed, with the consumer at the heart, that pushes the boundaries of ‘channels’ and recognises consumer experience and technology as one and the same The confluence of channels
  36. 36. WHAT’S NEXT At What’s Next we’re passionate about the intersections between consumer culture, business practices, the never ending march of technology and media. For more information, contact Sarah Yems at Follow us on Twitter - @OMG_WhatsNext
  37. 37. Appendix
  38. 38. Additional Materials & Resources  OMDs Flipboard Magazine  CNET CES 2014 site we recommend watching CES In-depth The Final Word  Shelly Palmer gave the official tours this year at CES. You can read SP’s full trend report on his website  For an explanation of The Internet of Things watch  Adage offer some interesting views on the show and how it relates to the industry  See the Toyota i-Road, a new concept in mobility coming to Europe and Japan this year  LG’s biggest push this year was for its new Web OS for Smart TVs see more -  Which gives a good over view of the 3D systems Cube
  39. 39. ASUS Transformer: Android & Windows in one
  40. 40. 4K & 8K Televisions  Both 4k and 8k televisions were on display  Amazon and Netflix have announced that 4k content will be available however, it is possible that because 4k content is relatively limited 8k will leapfrog  With 4k and 8k content bandwidth and actually getting content to the TV is a potential issue  H265 codec potentially solves this – can move 4k at the same or smaller data rate than HD but question marks on quality compromise Implications: potentially two tiered quality of content depending on a country’s technological infrastructure