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Havas Media - 8 Trends from CES for 2015


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I co-authored this deck with Shaun Farrar, Kevin Hung and Greg James following CES 2015. It outlines some of the key trends we saw and how marketers can act on them.

Published in: Technology, Marketing
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Havas Media - 8 Trends from CES for 2015

  1. 1. CES_2015 EIGHT_TRENDS _FOR_2015
  2. 2. SUMMARY_ Just two words dominated CES 2015; “smart” and “connected,” and despite 20,000 products on display, these two terms united almost everything. This is the proof that “the internet of everything” is coming, a new ecosystem around us where digital becomes the connective tissue of everything. Sensors record and share what’s happening, devices respond intelligently, our world becomes a smarter, adaptive environment around us. When things get smarter, when data becomes more abundant and intimate, and where decisions are outsourced to algorithms, what impact does this have on marketing? When big data becomes intimate data, what happens? The internet of things is currently about possibilities, but how do we focus on the opportunities? To find out more about the threats and opportunities at CES in 8 separate themes, read on.
  3. 3. 01 NEW MOBILITY
  4. 4. NEW MOBILITY 01 The way we move around is changing, CES saw the introduction of a plethora of new ways that challenge our assumptions about personal movement. From electric scooters that fold to motorized unicycles, from what looks to be a new Segway to the world’s first electronic skates, mobility is about to change; welcome to a new era in transport. Cars are also changing fast, from rapid developments making electric cars more affordable, to self driving car technology coming from all major players. With the arrival of platforms such as Uber and the growing app based car clubs like Zipcar and Hertz offering short-term use, one-way rental, we’re seeing changes in car ownership patterns. It’s not a huge leap of faith to imagine a world where owning cars, and cars even looking like cars, is a distant memory. New mobility impacts marketers in profound new ways. The car is creating a new media environment, now that you no longer need to pay attention to the road. With this comes new advertising opportunities like promoted routes, real time special offers, map based advertising, all taking advantage of your cars’ larger digital screens.
  5. 5. NEW MOBILITY 01 The Mercedes F015 Concept, where the self driving car becomes a living room.
  6. 6. NEW MOBILITY 01 Rollers invent electric rollerskates.
  7. 7. NEW MOBILITY 01 Gogoro has revealed the "world's first Smartscooter,” an electric scooter.
  9. 9. SENSORED SURROUNDINGS 02 CES shows that the sensor economy is expanding and becoming even richer. The technology is extracting and analyzing data, making improvements to everyday life everywhere. Big data is even bigger now, yet becoming more intimate. From meditation devices to baby monitors, portable 3D scanners, to more advanced wearable health trackers, to fully connected homes, welcome to an age where everything is monitored, recorded, shared and analyzed. Brands can now have access to data they never thought possible. Knowledge of what consumers are doing, feeling, and even thinking becomes possible as sensors surround our bodies. An implication for brands is using this data extraction to create the next wave of products and services. Predictive analytics afford us the opportunity to influence or predict consumer behaviors favorable to brand initiatives. In an aging population, it also allows for consumers to monitor their loved ones from afar and ensure that proactive measures are taken. As you can imagine, the possibilities are infinite and the CPG, retail and restaurant categories are prime first-movers for this trend.
  10. 10. SENSORED SURROUNDINGS 02 Ampstrip, a thin, sensor-filled strip you wear on your torso all day, every day to monitor your vitals.
  11. 11. SENSORED SURROUNDINGS 02 Zensorium’s “being,” a wearable that records your mood.
  12. 12. SENSORED SURROUNDINGS 02 Scio allows you to scan practically anything — foods, drinks, pills, plants, and more — and get detailed information on the object’s chemical makeup.
  14. 14. RESPONSIVE ENVIRONMENTS 03 If CES is about everything being “smart” and “connected,” then sensors become the foundational element. Everywhere we look, we see new types of sensors, new ways to process data and new things to control. From homes that unlock as we walk towards doors or cameras that keep tabs on who is home, to lights that adapt to our needs and to fridges that order food for us, we’re soon to be surrounded by connected devices that work around our needs. Behold an age where cars drive us around, where televisions suggest content we may want to watch, where our belts tell us how to behave. We could call this the connected home or smarter living, but really this is about reducing the thinking we have to do every day and about accepting key contextual suggestions that come to us. It’s about us at the center of a life that just works around us, with technology moving into the background to become ambient and assistive. What’s most interesting about this is what this means for marketers. If machines, algorithms and our toothbrushes are making decisions for us, what does the role of advertising become?
  15. 15. RESPONSIVE ENVIRONMENTS 03 The Netatmo Welcome is a connected camera that can actually recognize who's home using facial recognition.
  16. 16. RESPONSIVE ENVIRONMENTS 03 The Parrot Pot, a Bluetooth-connected flowerpot with a built-in reservoir to automatically water your plants for you.
  17. 17. RESPONSIVE ENVIRONMENTS 03 Samsung and Smart Things offered a vision into the future, lights changing color, fridges ordering groceries.
  19. 19. PERVASIVE SCREENS & VIDEO 04 Slowly every surface around us is turning into a screen and every form of content is converging to become video. Soon, from digital signage, wearables, smart TV’s, connected cars, to projected walls, everything is becoming a place for moving images, and our real life is being augmented by another layer of ambient information from the internet. We have non linear TV and Over the Top (OTT) delivery of content breaking down the traditional linear TV model and putting the consumer in the driver’s seat of how they view and engage with content. Content packages are being developed for the cord- cutting generation. The world is now cross-screen, which has implications for greater content and messaging flexibility, and where multiple touchpoints and sequential storytelling (a sort of flow advertising) can provide richer messaging to consumers. With this opportunity comes greater measurement and consumer insights across all synched devices vs. channels for a holistic consumer picture vs. a siloed view. Within this world, we need to stop our obsession with the digital divide and focus on the implication of marketing when everything is digital and everything is video. In this landscape the concepts of TV versus video, online versus offline, mobile versus desktop have zero meaning. There are also huge implications to marketers on their marketing mix and insights into effectiveness, given availability of new data.
  20. 20. The Whirlpool kitchen of the future projects messages, recipes and even next steps on to your kitchen work surfaces. 04PERVASIVE SCREENS & VIDEO
  21. 21. DISH’s Sling TV $20/month unbundled video package announced. EVERYTHING BECOMES A SCREEN AND VIDEO 04
  22. 22. Smart TV’s now incorporating their own OS systems, soon TV discovery become unbundled from the pipe. EVERYTHING BECOMES A SCREEN AND VIDEO 04
  23. 23. A smartmirror, part of a whole new generation of digital surfaces to enter our lives. EVERYTHING BECOMES A SCREEN AND VIDEO 04
  24. 24. One of the many Virtual Reality and Augmented Reality devices around CES. The notion of what is real, virtual and blended is blurring. EVERYTHING BECOMES A SCREEN AND VIDEO 04
  26. 26. 05 HUMAN TECHNOLOGY / VANISHING INTERFACES We’d imagine becoming a cyborg would have looked a bit more futuristic than purple smartwatches, bluetooth headphones and Fitbits. But slowly and surely we’re augmenting our being with a variety of electronics that makes us a little bit superhuman. We’ve got wearables becoming popular by morphing into potentially luxury fashion items, ceramic necklaces that beam notifications on your skin, t-shirts that measure our vital statistics and smart belts that judge your food intake beyond the likes of any judgmental friend. If that doesn’t work, we can place Thync’s electrodes on our head and let restful pulses “induce a preferred mental state.” We’re also getting closer to technology with the way we navigate content and control devices in more tactile, natural and gestural ways. Amazon Echo was the first device to bring voice activation back in trend, but now we see small startups such as Cubic trying to bring technology to life using our voices. Whether it’s the variety of eye-tracking companies such as Tobii, gadgets such as Ring that let you point and control using fingers, or Myo and Bitbrick the trackable armbands, or even the beloved Leap Motion, technology is becoming more physically bound to us. Marketers need to be open to new ways to make immersive products, to explore new UI's and find new ways to create richer buying experiences and remove barriers to purchase.
  27. 27. Thync, a mysterious wearable that uses “neuro- signaling to induce a preferred mental state.” HUMAN TECHNOLOGY / VANISHING INTERFACES 05
  28. 28. French company Cityzen Sciences has developed a smart t-shirt that measures statistics including your heart rate. HUMAN TECHNOLOGY / VANISHING INTERFACES 05
  29. 29. Belty, the world’s first smart belt can track your waistline over time, keep tabs on your exercise, or check how much you sit and suggest you take a walk. 05HUMAN TECHNOLOGY / VANISHING INTERFACES
  30. 30. Ring, the smallest, most human of all gesture control devices at CES. 05HUMAN TECHNOLOGY / VANISHING INTERFACES
  31. 31. Lechal’s smart and connected insole relays directions via vibrations and provides fitness tracking. 05HUMAN TECHNOLOGY / VANISHING INTERFACES
  32. 32. 05HUMAN TECHNOLOGY / VANISHING INTERFACES Tobii makes one of the most advanced eye tracking devices that allow you to control computers with your gaze.
  33. 33. KID TECH 06
  34. 34. KID TECH 06 All parents want the best for their child and new tech advancements showcased new ways to be even smarter and more involved from health to education. Many tools were present to help with monitoring such as the re- imagined pacifier (Pacif-I) updated to pair with a phone sharing a child’s temperature and location; and SleepIQ, a bed that has sensors monitor breathing, movement and heart rate. Improving literacy, math, and science was also a focus for technologists this year. Innovations such as Ozobot, Dash and Dot teach kids basics of programming in order to further develop logic and critical thinking. This is a new and developing area in which media opportunities will emerge. For now, it appears key partnerships with tech developers would be advantageous. Opportunities to understand the needs for smarter parenting by brands to provide solutions could be largely successful. Imagine a pharmaceutical company partnering to provide medicinal solutions to child or parent in times of need.
  35. 35. Pacify-I, the world’s first smart pacifier that monitors a baby’s temperature and transmits the data to an app on a parent’s smartphone or tablet. 06KID TECH
  36. 36. Vigilant Rainbow, the first smart toothbrush for kids and one that gamifies brushing. 06KID TECH
  37. 37. With Dash & Dot, kids learn how to program toy robots which makes coding fun using apps. 06KID TECH
  39. 39. EVERYDAY ROBOTICS 07 Robots have been around for many years now, but always behind the scenes in distribution centers and factories, hidden away from most people. CES this year saw a whole new range of robots that are designed to aid our lives in more personal ways than ever. We of course saw a huge range of drones, but most differentiation was by size and little else, and we don’t see much in the way of real life problems they can currently solve, at least not until regulatory controls and battery life improve. Home robots saw most of the coverage, from a range of personal robots designed to aid our everyday lives, to a much greater array of machines that excel in single purposes. From floor to grills, solar cells to gardens, it’s hard to find anything that can’t be cleaned by a robot, but even harder to find a robot that can do more than one thing well. Robots in retail seem to be the most obvious new frontier for robotics in business, but how many people would prefer the human touch? And what are the longer term implications for the labor force when everyday tasks become automated?
  40. 40. OSHBOT, the retail robot developed in partnership with Lowes, is already on the shop floor. 07EVERYDAY ROBOTICS
  41. 41. The Furo-i home, a wheel-mounted smart tablet holding robot can take voice commands and connects home networks and devices. 07EVERYDAY ROBOTICS
  42. 42. Budgee, a robot with one thing in mind, helping the elderly move large and heavy items around. 07EVERYDAY ROBOTICS
  44. 44. DEMOCRATISATION OF CREATIVITY 08 We’ve never been more empowered to make things for ourselves, what we consumed was once dictated by expert strangers, they’d decide what media we could consume, what products we could buy and makers were selected by editors, A&R people and design committees. Now we’re empowered with 3D printers, additive printing, cheaper professional cameras, 3D scanners, home recording studios; we’re now all able to create on a level playing field. Along with the hardware comes the software and services, from online destinations to upload patterns for the maker movement, for parts makers and concepts like Arduino. We’ve also burgeoning distribution channels like Etsy or Quirky and funding infrastructure like Kickstarter and Indiegogo, today it seems like truly anyone can make it, so long as they can make it. The effects are considerable: We once relied on middle men to control, publish, replicate, distribute and sell to use, but now everything is disintermediated. When anyone can make anything, in any quantity, when people can sell direct to the masses, when success becomes truly democratic, how can retailers, brands and media owners embrace this new dynamic and become enablers of creativity?
  45. 45. Ultimaker 2 Go, it's the hobbyist's ultimate dream. The $1,450 printer is small, compact and portable. DEMOCRATISATION OF CREATIVITY 08
  46. 46. Go Pro Hero 4, now putting 4K high frame rate capture in anyone’s hands for less than $500. DEMOCRATISATION OF CREATIVITY 08
  47. 47. SENSORED SURROUNDINGS 01 Sprout by HP, the world’s first PC with 3D scanner, perfect for creative endeavors on the desktop.
  48. 48. We’re  about  to  enter  the  next  stage  of  the  internet  -­‐  the  "thinternet,"  if  you  will.   Here,  the  internet  becomes  a  thinner,  more  pervasive,  more  tactile,  ambient  layer  that  surrounds  us.  It   connects  us  to  everything,  while  becoming  predictive  and  personalized.  In  this  world  everything  is   digital,  so  let’s  shift  to  think  about  contexts  not  pipes.   We’re  about  to  enter  an  age  where  Everything  Becomes  Smart.  Our  fridges,  TVs  and  watches  all  make   decisions  for  us  -­‐  or  at  the  very  least  they  make  key  contextual  suggestions.  What  can  or  will  become  of   advertising  when  we,  individuals,  are  no  longer  in  as  much  control?   We’re  about  to  enter  an  age  where  everything  around  us  collects  our  intimate  data  more  abundantly   than  ever  before.  The  question  for  brands,  advertisers  and  consumers  now  becomes  "If  my  watch  knows   where  I  am,  what  I  am  doing  and  how  I  am  feeling,  what  new  targeting  opportunities  come  about?" FINAL THOUGHT
  49. 49. WRITTEN BY: KEVIN HUNG SHAUN FARRAR TOM GOODWIN @kevinhung @shaunfarrar @tomfgoodwin