The document discusses key insights from the 2015 International CES, highlighting trends and implications for brands, particularly regarding mobility, wearables, and the Internet of Things. It emphasizes the importance of understanding consumer behavior, the need for simple IoT solutions, and the evolving landscape of technology in storytelling and device interaction. Additionally, it raises concerns about data discrimination and the challenges of government regulation in keeping up with rapid technological advancements.

1. 2015
International
CES
What I learned at CES and
what brands have to know

2. 2
About
@TheMattDoh
2015 International CES
With all the hype, commotion and can-not-miss
content flowing throughout the 4 day event we want to
find the answers to the one thing on the top of all of our
minds, “What does all of this mean for my brand?”
For the past three years I’ve attended International CES.
Each year I break down the show into larger thematic
takeaways and trends that every brand should know. I
look for the bigger picture and implications of
technology moving forward and unveil the opportunities
athandoverthecourseofthefourdayconference.
Give it a read. Get inspired by something. And if you
have any questions give me a shout out on Twitter
(@themattdoh).

3. !
Day 1 Insights

4. Day 1 Insights
Not your Dad’s mobility
Mobility today isn’t about motion, it’s
about human progress
A new age of cartography
How are robots supposed to understand
how to live in a complex world, we don’t
understand?
If it’s not broken…
Smart watches are everywhere. Do we really
need to fix something that’s not broken?
Real disruptive storytelling
Virtual reality is going to disrupt the way
we tell stories
ABC, always be creating
What are you going to make with AirDog,
the world’s first auto-follow drone from
GoPro cameras?
pg. 5
pg. 7
pg. 9
pg. 11
pg. 13

5. Not your
Dad’s mobility
Mobility today isn’t about motion,
it’s about human progress
5

6. FORD FLEET INSIGHTS
Insights shed light on the purpose behind car
trips, how drivers interact with external
factors such as weather and traffic, and how
to further personalize time behind the wheel
BIG DATA DRIVE
With this data, Ford wants to help you
prepare for the next big meeting while driving
to work or triage your son or daughter as you
approach the hospital
6
@themattdoh
Automotive mobility means more than just moving from point A
to point B. Our digital behaviors changed what we do in between.
Mobility today isn’t about motion—it’s about human progress
according to Ford CEO Mark Fields.
It’s about understanding consumers’ behaviors behind the wheel.
Brands need to understand what drives consumers to act
differently on the road in different life instances (say a trip to the
ER versus a trip to pick up the kids after school).
Why should you care? You have the chance to provide utility
in these situations and help the automotive industry to adapt to
our collective behavioral changes.
Not your dad’s mobility
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
@themattdoh

7. 7
A new age of
cartography
How are robots supposed to understand how to live
in a complex world, we don’t understand?

8. We barely understand the environments in which we live. For
instance, 95% of our oceans remain unexplored. So how are robots
supposed to understand how to live in our complex world? That’s
the next big leap that’s needed in robotics.
Why should you care? We need to enable robots to build 3D
maps of the environments they inhabit, with every shape they
view indexed, so that they can become self-aware of their
surroundings and capable of performing cognitive actions.
Clearly the humans in Interstellar nailed it with TARS. Let’s hope
our reality can be more like the what we see in the multiplex.
A new age of cartography
LIDAR
Remote sensing technology that measures
distance by illuminating a target with a
laser and analyzing the reflected light.
Lidar is popularly used as a technology to
make high-resolution maps and
establishing 3D environments
8
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

9. If it’s not broken…
Smart watches are everywhere. Do we really need
to fix something that’s not broken?
9

10. WITHINGS ACTIVITÉ
Activité fuels your healthy motivation
by tracking all your movements via a
traditional watch face design
SONY SMARTWATCH 3 STEEL
Sony unveils their smart watch competitor.
But honestly, all the functionality amongst
any of these watches is the same
10
Traipsing around CES, you see that a lot of the smart watches are
well, ugly. Rubbers and plastics and everything synthetic. What’s
going to make consumers actually adopt smart watches?
Why should you care? Some tech companies are placing their
bets that it’s not about the multifunctionality display screen or
synchronization with your mobile device, but about the
traditional aesthetics of watches that will win consumers over
paired with wearable technology.
Withings Activite and Profite do just this by providing a
traditional looking watch outfitted with technologies that can
track all of your habits with no need to charge.
We already know that Apple’s coming entry will be beautiful. It
looks like other players are joining them in defining the aesthetics
of wearables.
!
If it’s not broken…
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

11. Real disruptive
storytelling
Virtual reality is going to disrupt the way we tell stories
11

12. Oculus VR CEO Palmer Luckey wants everyone to calm down. VR
will become a thing, ok? Stop acting like Veruca Salt by
demanding it now, NOW, NOW.
It’s only been two and a half years since Oculus Rift was
announced. As more and more brands enter this immersive space,
how will Virtual Reality disrupt the way we tell stories to our
consumers?
Why should you care? Will we start telling our stories in first
person? What are the effects of lighting in the environment? The
brightness of colors? What emotional states can we trigger? It’s
going to get interesting.
Hey, agencies: we’ve been warned we need to begin hiring video
game developers with expertise in Unity if want to start playing in
the VR league.
Real disruptive
storytelling
OCULUS CRYSTAL COVE PROTOTYPE
The Oculus Crystal Cove prototype
effectively solves a couple of the main
problems with VR devices, motion blur and
position tracking, creating a more seamless
and less dizzying experience for the wearer
12
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

13. ABC, always be creating
What are you going to make with AirDog,
the world’s first auto-follow drone from GoPro cameras?
13

14. AIRDOG
World's First Auto-follow Drone for GoPro
Camera. AirDog is a camera drone which
automatically follows the action for you and
operates completely by itself
Technology lets us find new ways to create, film, and make. With
every return of CES, some new fangled device comes along that
gives you the chance to do something entirely new from a
different perspective.
And this time around it’s AirDog that steals the stage. AirDog is
the world’s first auto-follow drone fro GoPro cameras. It
constantly tracks where you’re going, operates by itself, and
enables you to focus a new lens (quite literally) on anything you do.
Why should you care? Looking to amp up your real-time social
content? Get an AirDog for the creative team and go to town. Just
check with air traffic control first, ok?
ABC, always be creating…
14
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

15. 15
!
Day 2 Insights

16. 16
Day 2 Insights
Millennials are f*#%ing
everything up
Millennials don’t want to buy cars or
houses,whatdoesitmeanforthetechindustry?
IoT as simple as flicking off
a light switch
For the “Internet of things”, the point of
inspiration is the point of delivery
Make love, not 3D
Consumer-friendly, 3D printing creative
tools are now on the rise
Wearable respect
Eventually we’ll see the consumer shift into
wearables,howisyourbrandgoingtotreatthem?
The regulators
The government can’t keep up with the tech
industry, what’s going to happen?
pg. 17
pg. 19
pg. 21
pg. 23
pg. 25

17. Millennials are
f*#%ing everything up
Millennials don’t want to buy cars or houses,
what does it mean for the tech industry?
17

18. We (because I guess I’m one) aren’t bothered with buying a house
or a car. Are you willing to pay for it?
But I have to say you guys are listening and not trying to force us
to make purchases we don’t want to make (thank you).
Why should you care? From an automobile perspective Ford is
testing and creating all sorts of flexible user-ship models that
steps beyond leasing and owning cars, their German market has
embraced this change.
While the Internet of Things industry also acknowledges that it
has to build for the renter market so we can pickup and go with
our devices and plug that back in at our new apartment.
Millennials are
f*#%ing everything up
FLEXIBLE USER-SHIP MODELS
In Germany, Ford launched Ford Car
Sharing, the first manufacturer backed,
nationwide car sharing program
incorporating 38 dealerships, in 55
cities with 100 locations
BIG ASS FANS
Big Ass Fans, a CES 2015 Innovation
Honoree, is the world’s first smart
ceiling fan and features an on-board
computer and array of sensors to keep
people comfortable and works with
your smart thermostat to save you an
additional 30% off your energy bill
18
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

19. not your dad’s mobility
• mobility today isn’t about motion, it’s about human progress
IOT as simple as as
flicking a light switch
The point of inspiration is the point of delivery
19

20. Hot on the trails of everyone at CES is the wonderful buzzword
the “Internet of Things” and it is wonderful, I have a Nest
Thermostat and I am in LOVE. But for IOT to takeoff Scott
Burnett, Director of Global Consumer Electronics at IBM believes
that the point of inspiration is the point of delivery.
Why should you care? The Internet of Things should be as
simple as turning on a light switch. We don’t want to be
inundated with complexities that take us a step longer. And the
IOT industry realizes this and is making a tremendous effort to
develop relationships with each other that enable consumers to
plug-and-play different IOT products into their home that will all
work together.
Whirlpool Smart Front Load Washer and Dryer with 6th Sense
Live Technology is another great example that plugs right into
your, “Works with Nest”, and gets to work to make your life easier.
IOT as simple as as
flicking a light switch
ALLSEEN ALLIANCE
The AllSeen Alliance is a nonprofit
consortium dedicated to enabling and
driving the widespread adoption of
products, systems and services that support
the Internet of Everything with an open,
universal development framework
supported by a vibrant ecosystem and
thriving technical community
ALLJOYN
AllJoyn, from AllSeen Alliance, is an
open-source system that allows devices to
advertise and share their abilities with
other devices around them
20
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

21. Make Love,
Not 3D
We have enough 3D printers, and consumer-friendly
creative tools are now on the rise
21

22. There are over 50 different exhibitors this year at CES 2015
touting their 3D printing capabilities. The inks are getting tastier
(you’ll be able to print out Hershey’s chocolate soon via 3D
Systems latest food printer) and you can start printing with your
very own copy paper at work thanks to Mcor Technologies.
Why should you care? But what’s really changing the game is
that there are more consumer friendly tools becoming available
that’s letting anyone create something spectacular to 3D print.
Scanify by Fuel 3D is a handheld 3D scanner that allows you to
quickly and easily capture 3D models of everyday objects for 3D
printing or on-screen applications. It’s incredible!
But you’re probably going to want to wait until the price point
comes down.
Make love,
not 3D
SCANIFY
A handheld 3D scanner that allows
you to quickly and easily capture 3D
models of everyday objects for 3D
printing or on-screen applications
MCOR
Mcor Technologies Ltd received the
Best of CES 2015 award in 3D
printing for their line of desktop
paper-based 3D printers
22
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

23. Wearable respect
Eventually we’ll see the consumer shift into wearables,
how is your brand going to treat them?
23

24. Wearables are nothing new at CES. Nor is telling you some stat
about a magical penetration rate or estimation of 2018 wearable
tech revenue generation in the industry.
The truth of the matter is that wearable tech will be adopted once
devices do what you specifically want it do, then you’ll buy. OK, so
what?
Why should you care? Well in the mean time you as a
marketer have the opportunity to assess your brand and figure out
how you’ll become consumer-centric in the ecosystem they’ll
create. Do it right and you’ll earn your consumers’ respect. Do it
wrong and you’re going to lose their trust.
Wearable respect
THE DASH BY BRAGI
Wireless earbuds that tuck into your
ear and serve as a media player,
activity tracker, heart rate monitor
and more
MOTOROLA SCOUT 5000
Track your dog through GPS and
setup a geo-fence alert all connected
to your mobile phone that let’s you
give commands to your dog and see
their POV through a wide-angle 720p
resolution camera
24
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

25. The regulators
The government can’t keep up with the tech industry,
what’s going to happen?
25

26. Agreed, Drones are cool but then they freak me out. And have you
heard one?! It’s like 10,000 wasps buzzing at once. Can you
imagine 10,000,000 of these up in the air? And the sky, we have
enough planes as it is.
The tech industry is at an interesting time with government and
public regulation. Tech is outpacing the FAA and FCC. These
government regulators just can’t keep up.
Why should you care? The genie is out of the bottle. Local
municipalities, towns, cities, states, and the federal government
are all trying to regulate the tech industry but aren’t really doing a
good job. With so many rules, or lack thereof, are we going to hurt
ourselves when it comes to innovation or protect our privacy as
humans? Pick your favorite news channel and stay tuned.
The regulators
FAA 2015 RULING
Drone usages is poised to take off in 2015
with new proposed flight rules for
commercial use of drones based on FAA
regulations. Right now commercial usage of
drones requires a special waiver
26
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

27. !
Day 3 Insights

28. 28
Day 3 Insights
Data discrimination
This discrimination comes in the form of
disparate impact
The accumulation of smarter
connectivity
Accumulation of interconnected tech will take
place over time, not overnight.
Lest we forget, you’re
responsible too
Eventually we’ll see the consumer shift into
wearables, how is your brand going to treat them?
Live Vegas, be open to
experimentation
So much happens at CES, are you going to sit
back and wait or do something?
Passive(inagoodway)cybersecurity
We’re heading into a more passive and seamless
user authentication model
pg. 29
pg. 31
pg. 33
pg. 35
pg. 37

29. Passive (in a good way)
cyber security
We’re heading into a more passive
and seamless user authentication model
29

30. Coming right off the back of the Sony Pictures hack is the cyber
security marketplace at CES. The drive to connect everything has
consumers worried about devices collecting and storing growing
amount of information about them.
Passwords are going to go extinct.
Why should you care? We’re heading into a more passive and
seamless user authentication where the explicit log-in of typing in
a unique string of characters becomes less common.
FTC CHAIRWOMAN EDITH RAMIREZ
OPENING REMARKS ON PRIVACY AND THE IOT: NAVIGATING
POLICY ISSUES
“I believe there are three key steps that
companies should take to enhance
consumer privacy and security and thereby
build consumer trust in IoT devices:
• Adopting “security by design”
• Engaging in data minimization
• Increasing transparency and
providing consumers with notice and
choice for unexpected data uses.”
Passive (in a good way)
cyber security
30
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
@themattdoh

31. Data discrimination
This discrimination comes in the form of disparate impact
31

32. The big societal issues that data can solve is on point. But one
person’s love of data personalization can be another person’s
creeping. And not just creeping, it can also be discriminatory.
This discrimination comes in the form of disparate impact which
are judgements made about you based on what websites you go to
and get served information that might not be the right sort of
opportunities that should be catered to you.
Why should you care? This creates a siloing effect of individual
experience and in the bigger picture can become a concern within
the fabric of our society as we’re now being dictated to, losing a
sense of discovery.
Data discrimination
NUALA O’CONNOR
CEO OF THE CENTER OF DEMOCRACY AND TECHNOLOGY
“The lifespan of data is getting shorter and
shorter. Companies need to ask the tough
question: how long is a data relevant?”
32
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

33. The accumulation
of smarter technology
Accumulation of interconnected tech will
take place over time, not overnight.
33

34. One day we’re going to wake up in our homes and we’ll have
accumulated 30-50 wifi-enabled products once connected living
really takes off. But this accumulation will take place over time,
not overnight. And we’re going to buy each product because it’s
going to fulfill specific wants.
Why should you care? Multi-brand and product systems will
flourish and a common language will develop over time.
One provider or system won’t win out because of software and the
APIs that can be built on top. It’s this type of optimism the
industry is clinging to because there are bigger business
opportunities to be had once everything just works.
WHIRLPOOL DUET
Whirlpool® Duet Connects with Nest
to sync your laundry to your life
MOTHER
Mother and the Motion Cookies are a
family of smart sensors that you can
set in two minutes to perform the
functions you want and that you can
change as often as you need
The accumulation
of smarter technology
34
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

35. Lest we forget,
you’re responsible too
Everyone wants to point fingers for
mishaps in technology, but what about you?
35

36. At the end of the day we created all these perils and tech
progression ourselves and you as an individual are just as
responsible as all the tech and digital service providers and
industries out there.
Why should you care? Will it be the autonomous car’s fault
when an accident occurs or the owner? Will insurance rates in all
verticals change for the better or worse with the healthcare and
other data input or will a new class system be created?
We want to point the finger for things to happen faster, work in
sync, but we also have to be ready to approach governance and the
responsibility of tech as companies and as individuals.
BMW i3 EXPERIENCE AT CES 2015
BMW lets drivers test ride their advanced vehicle fleet that offered
autonomous and collision-free driving with vehicles decked out with laser
scanners to record the environment and identify objects
Lest we forget,
you’re responsible too
36
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

37. Like Vegas, be open to
experimentation
So much happens at CES,
are you going to sit back and wait or do something?
37

38. With so much going on at CES, you can either wait to see what
other brands are going to do or actually go out and do something.
You have an entire section of hungry entrepreneurs at Eureka
Park who will do almost anything to make something with you.
There are tons of tools to pickup and handover to your creative
and tech teams to test and push out new types of content across
your owned media. All you have to do is be open to
experimentation. So what if it was weird, or didn’t perform well.
At least you can say you did it first.
Why should you care? Trust us, there are so many times when
we have ideas that never get made but then 6 months down the
line another agency and brand executed something similar to
what was down on paper. Leave CES setting out to do one
experiment with your brand over the next year and come back
with a story to tell.
INDIEGOGO AT CES
This year at CES again the Indiegogo Team was at Eureka Park, the flagship
startup destination at CES. Indiegogo comes with a team of technology
experts to discuss some of the latest and hottest new tech and hardware on
display that has been funded on Indiegogo
Like Vegas, be open to
experimentation
38
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

39. 39
!
Day 4The 5 startups at CES every brand should know

40. Day 4
Zano
World's most sophisticated nano drone -
aerial photo and HD video capture platform
Glide
Send and receive video messages that can be
watched LIVE or later
ZuTA Pocket Printer
The first mini robotic printer you can take
anywhere
Amplifier
Enables “community commerce” for
crowdfundedproductsviaKickstarterand
Indiegogo
Concept Kicker
Artists upload 2D toy art, fans back it
through crowdfunding and Concept Kicker
prints in 3D and ships
The 5 startups at CES every brand should know
pg. 41
pg. 43
pg. 45
pg. 47
pg. 49

41. Zano
World's most sophisticated nano drone - aerial photo
and HD video capture platform
FlyZano.com
41

42. What is it? ZANO is an ultra-portable, personal aerial
photography and HD video capture platform. It’s small enough to
fit in the palm of your hand and intelligent enough to fly by itself.
ZANO connects directly to your smart device (iOS or Android) via
onboard WiFi and enables you to instantly begin capturing and
sharing moments.
Why should you care? It’s a new way to think about content
creation for your brand. Maybe you can use it for a social
campaign or marketing stunt idea. The tech is here, now you just
need an execution to carry it out.
Zano
42
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

43. Glide
Send and receive video messages
that can be watched LIVE or later
Glide.me
43

44. What is it? Glide is the world’s first and only instant video
messenger app. The moment a user taps record, the video message
is sent simultaneously LIVE to recipients and stored to the cloud
for on-demand viewing anytime.
Why should you care? Since chats no longer need to be
scheduled, users don’t have to wait for friends to start a
conversation. Which means your brand can literally play in real-
time with consumers on this ever growing platform.
Glide
44
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

45. ZuTA Pocket Printer
The first mini robotic printer you can take anywhere
FlyZano.com
45

46. What is it? The ZuA Pocket Printer is a portable printer, not
bigger than your fist, that prints on paper surface anywhere from
any wifi enabled electronic device.
Why should you care? On-demand real-time content creation
wins out again with this device. What are the retail opportunities
merged with social that can take advantage of this printer? What
sorts of access can you give consumers to print via your brand at
branded events and destinations for others to see?
ZuTA Pocket Printer
46
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

47. Amplifier
Enables “community commerce” for crowdfunded products
via Kickstarter and Indiegogo
Amplifier.com
47

48. What is it? Amplifier enables “community commerce” for
crowdfunded products via Kickstarter and Indiegogo. So once a
crowdfunded platform is successful you can hit up Amplifier to
make your merchandise and ship it across the country to backers.
Why should you care? If you have a crowdfunded marketing
execution, here is a great startup to turn to to help reduce costs
and ease logistics.
Amplifier
48
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW

49. Concept Kicker
Artists upload 2D toy art, fans back it through crowdfunding
and Concept Kicker prints in 3D and ships
ConceptKicker.co
49

50. What is it? Concept Kicker enables concept artists to bring their
work to the physical world and sell it. Artists upload their 2D
designs, fans back the artwork they like through crowdfunding,
and once a piece of art hits it’s goal, Concept Kicker created a 3D
model of the art, 3D prints it, and ships it to the fans.
Why should you care? It’s crowdfunding creator platform is
ripe for any brand looking to create original and branded content.
Have a crew of branded characters? Looking to create a line of
specialized branded designer toys in sync with your campaign? All
you need to have is the idea that implements the platform and the
rest is basically done for you.
Concept Kicker
50
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW