CES 2015 showed us the world is getting smarter and more connected. In this overview we explore what that means for brands in the future.

1. CES 2015
The world is getting smarter:
Tech trends and their implications for brands

2. There were far too many new products at CES
2015 to mention all of them.

3. But let’s take a look at some trends and begin
piecing together what it means for brands…

4. Cars become intelligent and more
connected
Self-driving
Audi kicked-off CES with their self-driving technology, taking an A7-based car on a trip from San
Francisco to Las Vegas while BMW, Hyundai and Volkswagen all showed self-parking features that
could just make reverse parallel parking a thing of the past.
Better connected
BMW showed its iDrive ‘infotainment’ interface, while Apple CarPlay and Android Auto featured
prominently as car brands sought to demonstrate their ‘devices’ will not stand alone in the connected
world. These connections seem to be useful first and foremost. BMW demoed headlights that respond
to their environment via GPS, while Mercedes promised quality life in a private space through their
tech-empowered concept car.
Watch: Audi shows off its self-driving Prologue
concept (htttp://bit.ly/1y9J7W3)
Watch: BMW’s intelligent headlights demo
(http://bit.ly/1FPEvcK)
Read: Volkswagen’s Trained Parking is a robotic valet
for your home (http://cnet.co/14uRUVY)

5. VR gets closer to
the killer product it
needs
Oculus Crescent Bay
Oculus Rift gave a hands-on experience of its latest product, sparking overwhelmingly positive
reactions from journalists and gamers. It also appears to have won over the sceptics, cementing the
brands reputation as a leader in the space.
VR goes open-source
Razer are developing an open-source hardware and software platform for VR, aiming to take it to the
masses and a whole new audience of creators.
Samsung dives into VR headsets
Samsung demoed Gear VR and its partner content service Milk VR, in a key move to convince
consumers that they’ll actually have something to watch on their headset.
Read: How virtual reality goes beyond geeky
(http://cnet.co/1zShiS5)
Watch: Oculus Crescent Bay demo
(http://bit.ly/1Bi6NIz)
Watch: Interview with Razer CEO
(http://bit.ly/1CduAaT)
Read: Hands on with Milk VR
(http://tnw.co/1FqOiFJ)

6. Everything got a little bit smarterBeauty, fitness and health categories get
the tech treatment
Smart mirrors
Panasonic unveiled a mirror that can spot skin flaws and augment your reflection with make-up and
stylish ‘looks’ that can be stored and recalled according to your calendar. Integration will begin in a
retail environment presenting beauty brands with a big opportunity.
Connected toothbrushes
Oral-B launched a bluetooth toothbrush that can track behavioural data and update healthcare
professionals, facilitating feedback and more accurate care on a daily basis.
Healthy backs
Hocoma announced a wearable device that can assist in reducing, or even preventing, lower back pain
by tracking your movements and recommending appropriate exercises.
Read: Panasonic mirror hands-on
(http://engt.co/1wdKXl8)
Watch: Oral-B’s interactive toothbrush
(http://cnet.co/1wTXgSJ)
Read: Wearable tech for a healthy back
(http://cnet.co/1su2ojU)

7. Samsung goes big on connected devices
Samsung put last year’s purchase of connected devices startup SmartThings front and centre at CES.
The promise: by 2017, 90% of their products will be connected to the internet.
Coffee machines that talk to your smartphone
Smarter’s £100 coffee machine is controlled by a mobile app that allows users to program everything
from wake-up coffees/alarms to alerts when it needs a refill.
Ooma builds on Nest technology
Ooma is building on Nest’s platform to let consumers better communicate with their home: from phone
calls when the smoke alarm triggers, to alerts when a family member doesn’t arrive at home when
planned.
Read: The open door to the connected home
(http://cnet.co/14NhMgR)
Read: Coffee machines get smarter at CES
2015 (http://cnet.co/14Vao2p)
Watch: Ooma and Nest put a new twist on
home smarts (http://cnet.co/1IGEofH)
Homes become better connected to us
(and to themselves)

8. Intel Curie wearable tech chip
Intel wants to make it easier for creators to build on the wearables ecosystem. Curie is a wearable tech
chip that features a combination sensor with an accelerometer, gyroscope and Bluetooth Low Energy
support. The platform is designed to have all the features that are necessary for developers to build
their own wearable devices.
Invisible wearable tech
A minority of companies showcased subtler wearables which keep the gadgetry well hidden. Heart rate
monitors for athletes in training, insoles that analyse performance and ‘fashion merged’ smart shirts
were all on show among the rings, smartwatches and fitness bands.
Watch: Intel’s new wearable tech chip unveiled
(http://bit.ly/1CdJrSK)
Read: Wearable tech becomes invisible
(http://bbc.in/1w3mmxa)
Read: Smartwatch and wearables round up
(http://bit.ly/1BZ9r3K)
(Almost) invisible
wearables

9. LG Flex 2
There were a range of mid to budget range phones on show from the likes of Samsung and HTC. LG
was the only smartphone manufacturer to launch a high-end device at CES with other major players
holding out for Mobile World Congress in February. LG’s follow up to the curved/bendable Flex 1
features a 5.5” screen that can be bent flat and a host of impressive specs.
Polaroid and Kodak announce new devices
The two former giants of imaging both launched mid to low end smartphones that designed to capitalise
on the nostalgia that exists for their respective brands. Polaroid’s ‘selfie’ phone features a rotating
camera for capturing those all important pics. Kodak’s failed to impress with their IM5.
Read: Smartphone showing at CES a preamble for a
huge MWC (http://cnet.co/14vVsr0)
Read: Best smartphones of CES
(http://bit.ly/1HZjkT9)
Read: Kodak and Polaroid square off again, this time
with smartphones
(http://engt.co/1C3b4xx)
Smartphone manufacturers hold
back their flagship devices for
MWC

10. 3D printing at CES 2015: more materials, (a little) less hype
The volume of companies delivering 3D printing solutions rose this year, though they weren’t as hyped
as in the last edition of CES. The range of materials grew too: wood, stone, metal and ceramics will all
play a part in what has been dubbed the ‘filament wars’.
HDR could be the next evolution in TV
Samsung, Sony, LG and Panasonic all had their latest TVs on show. Samsung launched their SUHD
range, designed to compete with LG’s OLED models. The world’s number one TV manufacturer also
launched its latest OS – Tizen. HDR was positioned as the next big leap in TV picture quality by
delivering better contrast performance, while content providers including Netflix, Warner Bros and
Dolby are all poised to deliver HDR content soon.
Read: Five big 3D printing trends to shape the
year ahead (http://tek.io/1AIkQXz)
Read: High dynamic range arrives at CES
(http://cnet.co/1ALADUo)
3D printing slowly matures,
TVs continue to evolve

11. Impressive tech, but what does it mean for
brands?

12. Adoption of smart, connected devices will free
our time and energy
The Internet of Things is edging closer to everyday reality. As we’ve seen, new products and services aiming to connect
multiple elements of our lives are being launched with increasing speed and this technology is set to replace some of the
time and effort that goes into many of our tasks and thought processes.
• Smarter homes = your new butler
• Smarter cars = your own personal transport consultants
• Smarter wearables = real-time doctors, fitness coaches and much else
What does this mean for brands?
A ‘connected class’ of consumers will emerge. They will live lives freed from many daily tasks and will
have even more time on their hands. These consumers will be not only be attracted to brands who can
entertain and inspire them during their downtime, but will also emerge as increasingly influential due to
their increased exposure and knowledge.

13. Greater knowledge about ourselves will
empower purchase decisions
Connected devices will create data on more aspects of our lives from our driving habits to our beauty regime, all of which
will inform and inspire brand preference and purchase decisions. Contextual data, collected and shared explicitly by the
user, will trump big data impacting many categories:
• Automotive > data on our driving habits will inform our next car purchase (and our insurance premiums)
• Fitness > data from our fitness bands will be shared with sports brands and gyms (and insurers)
• Health > wearable sensors will guide our eating habits and alert us (and insurers) to medical conditions
What does this mean for brands?
There will be a greater onus on brands to help people leverage the data they collect about themselves
and to be ethical with that data. Consumers meanwhile will come to expect brands to deliver a
customised purchase process, tailored products and personalised user experiences.

14. Growth of the ‘creator’ audience intensifies
demands on our precious attention
Technology will enable new generations of ‘creators’ – people building things, real things, in bedrooms and sheds all
across the world.
• Intel’s wearable tech platform will allow creators to begin experimenting with more connected devices
• Diversification of 3D printing materials will open up new opportunities for creativity
• Adoption of high quality video capture and virtual reality will transform content experiences
What does this mean for brands?
This offers brands a huge opportunity to collaborate with consumers in wildly new and interesting
ways. While one output will be increased competition for attention in social feeds, the ever growing
opportunities will allow brands across all industries to find something new and innovative that is
relevant to them, their audience and their values.

15. Evolution of TV screens, VR and AR will
necessitate new content formats and discovery
strategies
Gesture recognition, voice control, Virtual Reality (VR) and Augmented Reality (AR) will give people new, more
sophisticated methods for consuming and interacting with content.
VR is in a prime position to add an experience layer similar to what social media has been doing so far, building on top of
real-life events but extending them in more complex and exciting ways.
What does this mean for brands?
Social will be more immersive than ever, with the expected integration of VR to core services in existing
platforms such as Facebook (which owns Oculus). Marketers must prepare to learn how screen
experiences will change, as mobile might move from being a destination device to acting as a ‘bridge’ to
other connected experiences.

16. Thank you  Any questions, let us know!
Allen Hull
Insight and Strategy Director
allen.hull@1000heads.com
© 1000heads 2015