The document summarizes key events and trends from CES 2014, the annual Consumer Electronics Show. Some of the major themes discussed include the growth of wearable technology like smartwatches and fitness trackers, the expanding "Internet of Things" with more devices connecting to each other and the cloud, and advances in 3D printing and connected cars. The document also lists 12 principles that were prominent at CES, such as sensors becoming cheaper and more ubiquitous, vehicles that can drive themselves, and 3D printers becoming mainstream consumer products.

1. @CES 2014
the #wearable #connectable #printable future
Bonus Inside:
See the
12 Principles
of CES!
David Berkowitz
Chief Marketing Officer, MRY
david.berkowitz@mry.com
@dberkowitz / @mry
www.mry.com

2. What you‟ll find inside
• Overview of CES 2014
• The 12 Principles of CES
• Parsing #CES buzz
• Show highlights:
– An endless catwalk of wearables
– The Connectosphere
– 3D printing
– Beep beep, beep beep, yeah!
– Gaming
• What doesn‟t matter
• Resources

3. Overview of CES 2014

4. “The new world order is
complete collaboration,
and CES is a great
showcase for that.”
-
Carolyn Everson,
Facebook

5. We saw, learned, and experienced a lot at CES

6. Want all our highlights? Check our collaborative
Pinterest board

7. Yes, it is also a 150,000 person party

8. The speakers keep getting bigger

9. Demo Day: 8 startups presented about beacons,
3D printing, mobile marketing, and more

10. The Innovative-Applicable matrix assesses what is
truly groundbreaking, and what matters to marketers
Useful
Applicable
Breakthrough
Underwhelming
Exciting
Innovative

11. The 12 Principles of CES

12. 1) Every device should be able to connect to other
devices, and the cloud

13. 2) Every surface can be a screen

14. 3) Sensors are getting small and cheap enough that it will
be cost effective to incorporate them into practically every
kind of product and package within the next several years.

15. 4) Your car can drive and park itself

16. 5) Your car is another connected home

17. 6) Your home and your car have operating systems

18. 7) Your home and car operating systems will soon have
app stores more robust than what you have today on your
phone

19. 8) Wearable technology will scale when the emphasis
shifts from technology to fashion

20. 9) 3D printing has expanded well beyond plastics to
ceramics, metals, food, and even human organs

21. 10) Within the next 5 years, 3D printers will be cheap
enough that they expand from to the mass market, with
the „toner‟ costing more than the printer

22. 11) Within the next 5 years, mass market 3D printers will
be able to print common household goods, of the same
quality that consumers would expect from local stores

23. 12) TVs will always get bigger and thinner. The quality of
the screens will always outpace the content available.
It‟s an arms race ad infinitum

24. The 12 Principles of CES
1.
Every device should be able to connect to other devices, and the cloud
2.
Every surface can be a screen
3.
Sensors are getting small and cheap enough that it will be cost effective to incorporate them into practically every kind of product and package within the next several years.
4.
Your car can drive and park itself (and far better than you can drive and park it)
5.
Your car is another connected home
6.
Your home and your car have operating systems
7.
Your home and car operating systems will soon sport app stores far more robust than what you have today on your phone
8.
Wearable technology will scale when the emphasis shifts from technology to fashion
9.
3D printing has expanded well beyond plastics to ceramics, metals, food, and even human organs
10.
Within the next 5 years, 3D printers will be cheap enough that they expand from the hobbyist market to the mass market, with people paying a nominal amount for the printer and
more, over the course of its use, for the „toner‟ – whether plastics or other materials
11.
Within the next 5 years, mass market 3D printers will be able to print common household goods, of the same quality that consumers would expect from local stores
12.
TVs will always get bigger and thinner, with the picture more captivating. The quality of the screens will always outpace the content available to take advantage of that quality. It‟s
an arms race ad infinitum

25. Parsing #CES Buzz

26. “Innovation is
applied insight.”
-
Howard Lieberman,
Silicon Alley Innovation Institute

27. “Global scale
powered by human
insight is what wins
in 2014.”
-
Michael Kassan,
Media Link LLC

28. Samsung tops 4K buzz, but Sony hogs CES limelight

29. Parsing CES buzz: why did some trends pop?
T-Mobile CEO who
crashed AT&T party
Looking ahead
to February
Ubiquitous
presence there
This wasn‟t
even bigger?
Overhyped
Christopher Lloyd
is back!
Meet your
overlords

30. What‟s behind the buzz?
Overhyped
CES
mainstay
New &
important
Flubbed
keynote

31. WWE pummels PR competition

32. It‟s not a show for the faint of heart

33. Top posts shared are all about the cars

34. An endless catwalk of
wearables

35. Reebok heads into wearable tech with a sports safety
goal, alerting coaches about dangerous head hits

36. Pebble Steel steals CES
“It‟s telling that the most impressive wearable at CES for me was a
mostly aesthetic iteration of an existing product. The Pebble
Steel is the Pebble I always wanted to begin with.” - TechCrunch

37. Fitbit has larger than life presence at CES as one of
the most successful wearables to date

38. Fitbit, mirroring Pebble, sees wearable tech as
fashion, and partners with Tory Burch for accessories

39. Can you guess which pair of glasses sports a digital
screen and camera?

40. Glasses through the ages: so many failed attempts
that get closer to a vision of the future

41. Sensors in baby clothing alert changes in breathing,
temperature, and position

42. Intel-backed Mimo Baby onesie hints to broader focus
in better baby tracking

43. Not up for a onesie? Owlet‟s Vitals Monitor is a
souped up sock already on sale

44. The Connectosphere
where any device can connect to another,
and to the cloud

45. 2014: year of the connected doorbells and doorknobs

46. Pets can have their fitness monitored too

47. Mother and her Cookies cook up new uses for sensors

48. Mommy Tech: 2050‟s just like 1950
“…CES takes the more antiquated, sexist view that co-parenting isn‟t
actually a thing, and moms are, for the purposes of this show, positioned
squarely in the kitchen with a baby monitor on the counter and a toddler
with an iPad on the floor. Literally. The largest booth in the zone is a
kitchen/dining room/laundry room, courtesy of Whirlpool.” - VentureBeat

49. Smart sporting goods monitor and optimize your game

50. Adaptable, easily programmable sensors can monitor
your home (CubeSensors)

51. Smart toothbrushes track brushing behavior and
encourage you to beat your best „score‟

52. Guardian Bear, Therapy Seal find more kid-friendly
ways to collect vital signs

53. 3D Printing

54. 3D printing extends to chocolate

55. 3Doodler: 3D printing meets the glue gun

56. Makerbot announces new printers, and promotes its
digital store to buy fun 3D printed goods

57. Beep Beep, Beep Beep,
Yeah

58. Whatever the concept, the future of the car is connectivity

59. CES concept cars do make it one of the hottest auto
shows, and this carbon fiber car pic was the most shared
shot of CES

60. Audi spotlights a new car design with far-reaching
headlights

61. BMW touts hands-free driving

62. Audi, GM, Honda, Hyundai join Google in supporting
Android-centric Open Automotive Alliance

63. Intel Edison: computers keep shrinking, enabling next
gen wearable, connectable devices

64. Gaming

65. It was a rough CES

66. Anki Drive: humans control cars with iPhones,
computers control cars with artificial intelligence

67. Oculus Rift finally brings augmented reality past
Disclosure level of immersiveness

68. Sony touts its knockout hit with PS4

69. Robot pals may soon have minds of their own
(meet the WowWee MiP)

70. Gesture, eye control attempt to further shake up
gaming

71. What doesn‟t matter

72. What doesn‟t matter?
At every CES, a lot of what gets the most buzz isn‟t that important for
consumers or marketers.
For instance, ever since high definition televisions debuted and became
mass market devices, the next generations of 3D, OLED, and 4K TVs have
failed to excite people to make upgrades in the same way, as gorgeous as
those newer screens are.
Here are a few examples of technologies, products, and announcements
that got plenty of buzz but are evolutionary at best and won‟t change
consumer behavior anytime soon.

73. Not all change is revolutionary

74. Airtame wins Engadget‟s Best Startup –
though Google Chromecast has major leg up

75. Everything is 4K! Okay, so screen resolutions keep
improving. Maybe some people will look up from their
tablets and smartphones long enough to notice.

76. No, people won‟t be paying by having a cash register
taking their pulse (though someone built the tech)

77. Real TVs have curves.
So they‟re harder to hang on the wall?

78. 3D theater… we‟re all suckers for it

79. Yahoo keynote announces ad platform, Tumblr
integration. Weekend Update more newsworthy

80. Blue Man Group? Arrested Development reference?
I have no idea

81. Resources

82. Further reading
• The Story of CES as Told by Tweeted Cries for Help (Digiday) • This is the Real CES (The Verge) - Engadget‟s Best of CES
• Best of CES (VentureBeat)
• Top 10 Trends of CES (VentureBeat) :
• Why CES Lacked a Big Bang – (Ad Age, by David Berkowitz)
• Keyhole Real-Time Trend Tracker for CES (Keyhole)
• CES Still Matters but Shadow CES Matters Even More (Time)
• Collaborative Pinterest Board Covering CES 2014

83. THANK YOU
David Berkowitz
Chief Marketing Officer, MRY
david.berkowitz@mry.com
@dberkowitz / @mry
www.mry.com
www.marketersstudio.com