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CES 2017 - SapientRazorfish's Top Insights from the World’s Largest Consumer Electronics Show


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In its 50th year, The International CES (Consumer Electronics Show®) is the world's gathering place for all who thrive on the business of consumer technologies. Last week, Las Vegas saw 175,000 registered attendees and 3,800 exhibitors cover 2.6 million square feet of the city. A team from SapientRazorfish scoured the CES show floor identifying core trends and insights to help us lead our clients to what’s next in consumer technologies, products and trends this year and beyond.

Published in: Technology
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CES 2017 - SapientRazorfish's Top Insights from the World’s Largest Consumer Electronics Show

  1. 1. SapientRazorfish CES 2017
  2. 2. SapientRazorfish
  3. 3. Our Credentials OUR SCALE 12,000+ Team members globally Global Partnerships A digital platform consisting of 22,000 people globally INDUSTRY LEADERSHIP Leader and Top Performer, Forrester Wave™ B2C & B2B Service Providers A Leader, Gartner Magic Quadrant for Global Digital Marketing Agencies 2016 1,000+ awards OUR CLIENTS AWARDS & ACCOLADES
  4. 4. SapientRazorfish @ CES 75+ Internal Attendees 96Clients 12Tours of the Showroom floor 7Speaking Engagements 1ST Appearance as SapientRazorfish
  5. 5. Matt Arnold Senior Manager, Technology Jason Goldberg SVP, Content & Commerce Zachary Paradis VP, Experience Strategy and Global Retail Strategy Lead Jeremy Lockhorn VP, Emerging Experiences and Mobile Lead Today’s Presenters
  6. 6. The most important CES in 20 years?
  7. 7. CES by the numbers 50 Years of CES 3,800 Exhibitors 2.6 Million Sq. Ft. 600 Startups in Eureka Park 175,000 Registered attendees 55,000 From outside the U.S.
  8. 8. The Winning Product
  9. 9. The last time a “winning” product wasn’t on the show floor was 10 years ago with the announcement of the original iPhone.
  10. 10. Paradigm shift or parlor trick? 2007 2010 2017 WIN FAIL ?
  11. 11. Amazon Alexa was everywhere… In VW cars In LG countertop speakers In Fords
  12. 12. …and 5G was an overwhelming undercurrent 200 mbps Max speed of current 4G LTE 15,000 mbps Max speed in Ericsson’s booth 75x Speed improvement 2018 Estimated standard ratification
  13. 13. 5 Key Trends 1. Products to (Eco)systems 2. Reducing friction 3. Devices are taught rather than programmed 4. Transforming transportation 5. Digital and physical are merging
  14. 14. Products to (Eco)systems 01
  15. 15. Big players compete for home ecosystem dominance LG offered up a variety of smart appliances and robots all controlled by their SmartThinq hub and also enabled through Alexa. Samsung introduced Family Hub 2.0 where the “hub” is a smart, connected refrigerator.
  16. 16. Big players compete for home ecosystem dominance Samsung also showed further expansion of their SmartThings platform, including improved ability to control devices from your TV, using your voice, and more. Apple’s HomeKit ecosystem continues to grow.
  17. 17. Phillips uGrow Digital Parenting Platform Vivint smart home products iDevices smart home products Xfinity Home Elgato’s Eve smart home products
  18. 18. Bosch reveals its ambitions to connect cities with it’s 5G enabled technology Qualcomm demonstrates it’s 5G capabilities as well as the IoT it will power
  19. 19. Implications • Device manufacturers are moving from single device, spec-driven stories to integrated ecosystem stories. • The battle between closed versus open ecosystems continues to rage with winners on both sides. • Brands in all categories must increasingly deliver seamlessly interconnected marketing experiences, yet need to think closely about ceding control of their brands to other companies.
  20. 20. Reducing Friction 02
  21. 21. Explicit  Implicit
  22. 22. We’re moving beyond touch BMW’s HoloActive in-car display Featuring haptic feedback
  23. 23. Some exhibitors brought brain control. GeniCan is a wifi-connected bar code scanner mounted on your trash can and integrated with Amazon dash. Knocki turns any surface into a connected device.
  24. 24. SimpleHuman uses a voice control to open a trash can. Samsung’s Family Hub 2.0-enabled refrigerator uses voice control. Ford is using voice control in its cars.
  25. 25. Implications • Natural user interfaces are already resetting customer expectations. • Brands must choose a platform wisely. • Search engine optimization, recommendations and advertising are all dramatically impacted. • First movers are getting outsized returns.
  26. 26. Devices are taught rather than programmed 03
  27. 27. AI-powered semi-autonomous personal assistants. Mercedes’ 2017 infotainment systems will learn your preferences and predict your destinations. AI is in everything
  28. 28. Emotech LTD OLLY wins CES innovation award for its use of machine learning through AI for connected home solutions. REMI is an AI driven alarm clock coaching better sleep from UrbanHello.
  29. 29. This umbrella robot from startup ShadeCraft is called “The Sunflower”.
  30. 30. Implications • Yet another platform battle brewing as different AI platforms from Amazon/Alexa, Google, Microsoft, IBM, etc. – all power different components. • Brands must decide to what extent they want to rely on – and yield data to – third parties. • AI-powered personal assistants will radically increase consumer expectations of personalization. Instant gratification won’t be good enough; brands will have to predict and delivery proactively, without being creepy.
  31. 31. Transforming transportation 04
  32. 32. Intel demonstrates how it’s powering autonomous, connected driving and showcases the massive volume of data needed to enable this. So much data that it can only be delivered via 5G.
  33. 33. For the first time in CES history, two car companies introduced new concepts here rather than at a traditional auto show: Chrysler’s Portal and Faraday’s Future
  34. 34. Implications • This technology is already really good, and there is a massive amount of investment here. • Autonomous cars are about 5 years from making a revolutionary impact, and drones within the next 5-10 years. • These forces will disrupt industries, including automotive, but also retail and nearly every service industry.
  35. 35. Digital and physical are merging 05
  36. 36. The Google Tango Enabled Phone located at Qualcomm booth Consumers are able to select a product of interest from a website, place it virtually into a room, walk around and view it from any perspective to better understand its scale.
  37. 37. Several professional-level devices for creating and streaming live events with high resolution graphics and sound could be found at CES 2017
  38. 38. Implications • Interfaces are becoming more seamless and intuitive. • Fidelity of AR, VR and MR is improving. • Democratization of tools for the creation of content for AR, VR and MR.
  39. 39. Summary
  40. 40. 5 Key Trends 1. Products to (Eco)systems 2. Reducing friction 3. Devices are taught rather than programmed 4. Transforming transportation 5. Digital and physical are merging
  41. 41. 60 months. THAT is the pace of change.
  42. 42. Paradigm shift or parlor trick? 2007 2010 2017 WIN FAIL *WIN
  43. 43. Thank You