Pregled trendova koji će značajno mijenjati svijet oko nas u narednim godinama.

1. 2016 trends

2. Companies need a compass and
a radar in today's digital
economy. CES is about looking
ahead and determining where to
focus, and where to go,
innovating both our and our
clients' businesses.
Nigel Morris, CEO of Dentsu Aegis Network Americas & EMEA

3. The International Consumer Electronics Show
(CES), held annually in Las Vegas, Nevada, is
Dentsu Aegis Network's first global tentpole event of
the year, and helps set the tone and themes for our
network and our clients for the year ahead.
We attend each year along with our clients and key
media and technology partners to distill the news,
hype and excitement in and around the show floor
into clear, business-building insights that last well
after this week has passed. CES is a time to set
purposeful innovation goals for 2016 and beyond.
We believe that purpose puts technology and
innovation in context. It allows "what's new" to go
from merely interesting, to transformative for
businesses.
Intro

4. Responsive
Homes
TRENDS
The smart home is becoming a gateway to
the everyday life and routines of consumers.
Although the smart home may not yet be a
reality for many consumers, we expect over
the next few years much of this technology
will begin inhabiting many homes as it
becomes easier to understand and use.

5. 01 Amazon Echo
the Center of Your
Smart Home
The Amazon Echo is a wireless speaker and voice command device controlled by
Amazon’s voice command platform ‘Alexa’. What makes the Echo so powerful is its
ability to link to and control other devices. For example, Echo can control both the
Belkin WeMo Switch and Philips Hue light bulbs (among other smart home devices),
which means that you can turn your lights on and off with your voice.
Think a couple years into the future, as more devices get added to the Internet of
Things and are able to connect to Alexa’s voice-powered brain, the possibilities of
using an Echo for a smart home controller will get much bigger. It’s easy to imagine,
for example, that “Alexa, play Goodfellas on the TV” or “Alexa, lock the doors behind
me” would make precisely that happen.

6. 01 Netatmo
Smart Surveillance
If your neighborhood watch doesn’t offer you much peace of mind, or doesn’t exist at all,
there are plenty of other ways to make sure that your house stays protected. One such
solution comes from Netatmo. The company unveiled Presence at CES 2016. It’s a
smart home security camera that not only monitors your home’s exterior, but is also
capable of sending alerts about suspicious events.
Users can opt to receive alerts, and thanks to deep learning algorithms, Presence can
detect and distinguish between people, cars, and animals. If motion is detected within 65
feet, the device can provide specifics about what it has sensed (for example, “Person
seen”) and in which user-defined zone it has occurred. Presence’s integrated floodlight
can also be set to turn on automatically in hopes of discouraging any unwanted visitors.

7. Although the smart home may not yet be a reality for many consumers, we expect over the next
few years much of this technology will begin inhabiting many homes as it becomes easier to
understand and use. With brands living alongside consumers, trust will be of paramount concern.
Privacy, compatibility and seamless experiences will allow brands to communicate with
consumers in newly available environments that exist in familiar places.
01 Marketer Implications

8. Autonomous
Mobility
TRENDS
CES 2016 was a car show like no previous
CES. While car electronics and connected
cars have always had a presence, the many
successful demos and unveilings of self-
driving cars at CES 2016 completely stole
the show reminding us just how near-term
future self-driving really cars are.

9. 02 The Faraday
Self-Driving Car
The Faraday FFZERO1 electronic car has four electric motors (one at each wheel)
combined deliver more than 1,000 horsepower, enough to send the car from 0 to 60
mph in under three seconds and to a top speed of 200 mph. The driver sits at a 45-
degree angle, the steering wheel seems nicked from an F1 car. But what is truly
amazing is the fact what this car will be self-driving.
The startup promises a subscription model, which, paired with the car’s ability to drive
itself, will let you order the car up to your door whenever you want it. Faraday says it will
build cars on a “variable platform architecture,” allowing it to produce a variety of
models with different battery packs and motor configurations. The idea is to move much
faster than the auto industry’s traditionally pokey pace, and building everything off one
platform helps that along.

10. 02 Ehang
Drone Copter
At CES 2016 EHang revealed what it hopes will become the next big thing in bigwig tech:
a passenger-ready drone that will fly you around the city at the touch of a button in its
smartphone app. The autonomous ‘copter, which EHang calls 184 and says will cost
between $200,000 and $300,000, can carry passengers of up to about 260 pounds for
23 minutes on a single charge.
If you are wondering what a trip in a drone copter would be like here’s a break down: You
get in the 440-pound 184, and bring up the large touchscreen inside the one-person-only
cockpit. Enjoy the air conditioning and Wi-Fi inside, plug your destination into Google
Maps, and off you go. EHang is also planning to set up what it calls “command centers”
around the world, a decidedly human group of people who will act as a mix of air-traffic-
control and a failsafe. In case, you know, your autonomous flying drone, which has no
controls for you to touch whatsoever, stops doing its job.

11. For a while, we have realized that self-driving cars have become the future, however the past
year has shown just how near-term that future might be. The connected car could be the next
media frontier. Passengers in self-driving vehicles will be engaging with content in new ways,
from using location-based services, to shopping through GPS enabled commerce, or watching
TV and playing video games – all of these being targeted opportunities for brand engagement.
02 Marketer Implications

12. Cognitive
Robotics
TRENDS
Robots have been multiplying for many
years now, undertaking roles in car
production, undersea welding, typically
behind the scenes in unglamorous roles.
They often looked less like robots and
more like fabrication devices. But it’s
starting to change; we’re allowing devices
to get closer to us. What started with
machines for outsourcing simple domestic
chores and devices for kids to play with, is
turning into an industry of more
anthropomorphic machines.

13. 03 Your New Robot
Companion Pepper
Pepper is the first humanoid robot capable of recognising the principal human emotions
and adapting his behaviour to the mood of his interlocutor.
Pepper is developed by Aldebaran for SoftBank and is based on Watson, the IBM-
developed artificial intelligence computer system, which has won Jeopardy, and is
powering healthcare analytics. Based on your voice, the expression on your face, your
body movements and the words you use, Pepper will interpret your emotion and offer
appropriate content and behaviour best suited to the situation. He will also respond
personally to the mood of the moment, expressing himself through the colour of his
eyes, his tablet or his tone of voice.

14. 03 The Rideable
Personal Robot
In the past, the Segway has often been, well, a little laughed at, if not ridiculed – the
personal transportation devices are most often seen with a horde of slightly overweight
tourists leaving the “walking” out of a walking tour. But the latest Segway could be about
to change all that.
One part hoverboard, one part robot butler, three parts super adorable. The Ninebot
Segway can be ridden like a handleless Segway, holding it steady between your legs,
travelling up to 30km at speeds of up to 18kph. On arriving at the destination, the
transportation device turns into a self-balancing robot, with arms and a screen for a head.
The little rolling robot is capable of following you around, sensing its surroundings,
recognising objects, people and voices and can be extended to perform a variety of other
tasks through a development kit, e.g. carrying supplies and shopping, all while peering
out at the world with two glowing circles for eyes.
The device is part of a new collaborative open robotics development platform powered by
Intel’s Atom and RealSense chips and cameras. A developer kit will be available in the
second half of 2016, with a commercial version released at a later date.

15. Cognitive computing is ushering in a new era of communications in which brands will be able to better
anticipate and respond to consumers’ needs. As robotics become more integral in our everyday lives,
brands have the opportunity to rethink consumer and product engagement.
03 Marketer Implications

16. Diagnostic
Wearables
TRENDS
Times are changing. People are seeing a
value exchange, and the population seems
more comfortable with sharing heart-rates,
stress levels and even body scan statistics.
The data collected is now forming a truly
accurate and comprehensive real-time human
dashboard. With developments in both data
set handling, statistical analysis and
personalized medicine, we’re on the edge of a
move towards the most advanced healthcare
we’ve ever known.

17. 04 Baby Monitoring
2.0
Kinsa and Owlet are two brands taking baby monitoring to the next level.
The Kinsa thermometer itself has no onboard processor, battery or display – one end of
it goes under the patient’s tongue, and the other end goes in the headphone jack of an
iPhone (an Android version is in the works). The accompanying Kinsa app then displays
an accurate read-out of the patient’s temperature. Users can then use the app to access
current public health records, or to access local Kinsa user groups, to see what bugs
are going around. For any illnesses that match the symptoms of the patient, the app will
provide recommendations for treatment, along with things to watch for.
Owlet baby care is a sensor-lined sock that uses hospital technology to monitor a
baby's vital signs through its foot, and transmits the data to a smartphone app or
internet-based device via Bluetooth. Parents can check on a baby's skin temperature,
heart rate, blood oxygen levels and sleep quality at a glance, and even be alerted to the
baby rolling over. As a monitoring tool rather than a medical or diagnostic device, the
smart sock aims to help parents be more aware of potential health-related danger signs
so that they can take preemptive action.
Owlet baby sock
Kinsa Baby thermometer

18. 04 UV-Measuring
Tattoo
You don’t normally associate L’Oréal with cutting edge wearable technology, but the
more-than-a-century old beauty company is about to change that preconception with a
groundbreaking piece of stretchable, wearable tech called the My UV Patch.
Developed with healthcare technology company MC10 and set to be marketed under
the La Roche-Posey brand later this year, it’s an almost ridiculously simple, yet
technically fascinating way to monitor skin exposure to UV rays. Beyond that, it’s a
push into bringing health-based wearable tech to potentially millions of people.
Once stuck to your skin in a spot that’s sure to be exposed to the sun, the amount of
UV exposure is measured and indicated using photosensitive dyes. The blue and
white squares will alter in color depending on the UV rays detected. That’s nothing
really new. What’s cool is the simplicity with which real, actionable results are
retrieved. Remember, this is a patch, not a bracelet or a broach with a battery; yet it
still collects data and syncs with an app on your phone.

19. 04 Marketer Implications
We need to recognize that it’s not just about the vast amount of big data that can be collected,
but the actionable insights brands can provide from gathering this more intimate, personal data.
Targeting can now get granular, content more personalized and products more relevant for
consumers.

20. Virtual &
Augmented
Reality
TRENDS
Virtual reality – previously only seen
in science fiction movies – is
becoming a reality at CES 2016.
Projected U.S. revenues for this
category are anticipated to grow by
440 percent, to reach $540 million in
2016.
Source CES

21. Samsung Gear VR
Google CardboardAvegant Glyph
HTC Vive
Sony Playstation VR
05 The Future of
Virtual Reality
From 3 exhibitors last year to 40 this year. Oculus Rift stole the show at CES in 2015, but
in 2016 we saw many others step forward and shine. Now there are plenty of competitors
who seem capable of challenging Oculus’ throne. HTC has made impressive progress
with its Vive, developed alongside the PC gaming experts at Valve, and PlayStation VR
has likewise made up significant ground, Samsung Gear VR entertained users with 360
video, and with a VR platform already stocked with more than 300 pieces of brilliant
content. The future will see a blend of both AR and VR headsets. But compared to mobile
and desktop VR, the quality and content of AR are still in beta. While there are similarities
between the various VR projects currently in the works, there are also significant
differences in terms of platform, application and audience. This makes it very difficult for
developers to decide where to focus.
The next twelve months are sure to be a vital period in the success or failure of VR as a
mainstream form of entertainment. From what we’re seeing out of CES 2016, there’s still a
great deal of uncertainty as to whether this tech is going to take off as dramatically as its
proponents are expecting it to. It’d be easier for more individuals and developers to hitch
their wagon to the VR revolution if there were any clear leader of the pack.

22. 05 You can look,
but you can’t touch
Throughout the last few decades, the pornography industry has been an aggressive
early adopter of emerging media technology, accelerating the general adoption of
formats like VHS, DVD, and streaming video. Look back as far as ancient cave paintings
and you can find sex; it’s one of the first things we do with any new medium. It should
come as no surprise then that here at the dawn of feasible, widespread virtual reality,
leading porn producer Naughty America is ready with VR porn for the masses. It’s highly
likely that the pornography industry once again will determine which VR technology will
succeed or fail.

23. 05 Marketer Implications
Although some presume VR / AR is for the gaming industry, there is massive potential for
industries such as travel, sports, entertainment, medicine, education, journalism and fashion.
Whether it be through road show events, in-home use or in-store retail, we will begin to see new
opportunities in product placement and/or new formats for Advertising.

24. Retro Tech
TRENDS
The old became new again. For every
action there is an equal and opposite
reaction, and for a generation of ultra
connected, always on, always digital,
always converged people, there is a
real delight to be disconnected in a
range of nostalgic devices that hark
back to simpler times.

25. 06 Back to the Future
At this year’s CES the old became new again and the retro trend was not to be ignored.
Polaroid come out with a new instant camera that blends the past and present. The
Snap is a digital point-and-shoot camera with a built-in photo printer, and will cost $99
when it’s released later this year. The 10-megapixel camera has three shooting modes:
black and white, color, and vintage for that Polaroid look; you can continue the theme by
instantly printing photos with the iconic Polaroid border.
The Super 8 holds a special place in film-making history: There’s an entire generation of
directors who grew up using it. Without Super 8, there might not be a JJ Abrams-
directed Star Wars flick. Now Kodak has brought it back, along with consumer-electronic
designer extraordinaire Yves Behar. It’s light and retro, both digital and analog in fun and
weird ways.
Kodak Super 8
Polaroid SnapSony Turntable PS-HX500

26. 06 Marketer Implications
Nostalgia is a real opportunity to tap into. How can we make products and services that are time
tested, simple and emotional? How can we re-energize classics? How can we reinvigorate the old?
Even traditional media could face a strong come back, or at least not die as fast as many predict.

27. 01 Responsive Homes
02 Autonomous Mobility
03 Cognitive Robotics
04 Diagnostic Wearables
05 Virtual & Augmented Reality
06 Back to the Future

28. Thank You