interpreting ces 2014
DESCRIPTION
Key trends & observations for marketers, from the Consumer Electronics Show 2014TRANSCRIPT
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Interpreting CES 2014 Implications for media and communications
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1. What does CES have to do with us?
2. The (lack of a) Big Bang
3. Communications ‘Best Of’
4. The generation gulf
5. The changing role of advertising
What we’ll cover
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What does
CES have to
do with us?
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Ask Kimberly Clark
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“One of the biggest reasons for us to come here is
to explore partnerships that will help us totally
change the game, create consumer experiences
that transcend the conventional siloes of
channels”
“I think the key aspect as well is that technology
and consumer experience for us are two sides of
the same coin”
Mayur Gupta, Global Head of Marketing and Innovation
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The
(lack of a)
Big Bang
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Samsung: bendable OLED for an immersive TV
watching experience
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Sony: 3D glasses free 46” TV
N.B. We know this picture doesn’t bring the product to life at all, but trust us, it was awesome…
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ChefPro: 3D printed food
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3D Systems: 3D printed drum kit
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Wearables: Intel baby suit
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Smart Teddy Bears: tell Mum you’re sick
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Budgee: the friendly robot that carries your
shopping
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Project Christine: Modular PCs
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Muse: changing how we interface with
technology
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Oculus: the next generation of virtual reality
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The Big Theme: Confluence
Device
Social
SensorsConnection
The Cloud
The
IoT
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Mercedes & Pebble Smart Watch: pair your watch
to you car for non-intrusive alerts
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And the winner of worst invention goes to…
The Belkin Crockpot
epitomises one of the
overriding themes of CES:
solutions looking for a
problem to fix
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The Near Next:
Exploring What’s Possible
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Communica-
tions
‘Best Of’
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The first (only?) Smart TV that isn’t dumb
Roku TV has partnered with
the lesser known Hisense and
TCL to create a new line of
Smart TVs
Regular updates
Simple, elegant UI: no messing
around with inputs
All the functionality of its set-
top box device put into a TV
Due H2 2014
Implications: Smart TVs that really change behavior. They will
change distribution, disrupting how we access channels and
blurring the lines between FTA, PTV and digital content
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Connected Home: a nudge closer
In 2005 90% of connected
devices were PCs, by 2020
that will be 25%: we’re moving
towards anticipatory
computing
Healthy skepticism still
needed
Qualcomm’s common sensor
notification platform & the
Lowes Iris etc are addressing
compatibility issues
Implications: 1. Data = better segmentation & personalisation
2. Geo-location moves in house
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3D Printing: The Cube by 3D Systems
3D System’s The Cube starter model
retails for under $1,000 at Staples
Most consumer friendly 3D printer
prints in 2 colours and 2 plastics
Possible to print in resin, sugar, metal,
carbon fibre, gold, platinum and so
on
3DMe photobooth coming soon!
Implications: beyond the consumer novelty 3D printing could
have huge implications for retail, customization and
personlisation by lowering manufacturing costs. Advertising
becomes a window to a product’s possibilities not just a product.
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iBitz – wireless family trackers
Implications: iBitz has recently started a partnership with Disney in
which children unlock content for completing tasks.
Opportunities with wearables for brand/media partnerships to
provide the ‘carrot’
Children’s wearable technology: tracks exercise units
Outputs can be tracked by the parent or the child themselves via a
smartphone app
Opportunity to add additional tasks beyond exercise
Parents can build in customized rewards via Amazon
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LG Lifeband & the Pebble Smart Watch
Implications: Wearables – combined with Connected Home – will
contribute to the evolving role of the smartphone. The
smartphone will become a hub device that sits at the heart of
your personal IoT
Among all of the wearables these were the most buzzed about
Wearables still 3-5 years off the mainstream for form reasons + the need for
consolidation in the market place. There are rumours about Google in this
area
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Open Automotive Alliance
Google, GM, Honda, Audi,
Hyundai and Nvidia
announced the Open
Automotive Alliance
Will be working with the
National Highway Traffic
Safety Administration to
regulate self-driving cars
Cars become the new battle
ground for iOS vs Android
Implications: Cars become the new target for geo-location
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Kinect 2.0 (& the rest of the gaming industry)
X-Box One’s bundled Kinect
2.0 sensor can identify,
interpret and respond to a
conversation between two
people
Intel collaboration with Z
Screen to enable you to
create things in 3D
Gaming is going beyond
gesture control and to natural
motion
Implications: 1. Game consoles are positioned to change the
way 13-32 year old boys interface with content 2. We’re moving
from gesture control to real motion control
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3D Augmented Reality: ModiFace 3D Augmented
reality mirror
Implications: Significant retail & advertising implications for more
immersive experiences: print ads could potentially put you in the
car you want to buy
ModiFace allows users to try
on make-up in real time and
see themselves from all
angles
After several in-store
experiments it was found that
an instant mirror-like virtual-
product simulation could
increase the counter and
booth traffic for skin-care
brands by 120%
Aurasma announced 3D app
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The
Generation
Gulf
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With the law of accelerating returns, Kurzweil predicts that due to exponential change, paradigm shifts have and will continue to
become increasingly common, leading to "technological
change so rapid and profound it represents a rupture in the
fabric of human history”
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“It’s amazing to me that at such a young age my can son can
already navigate the phone so well… If he didn’t know how to
do that, and all his classmates did, would I be doing him a
disservice?”
Randi Zuckherberg, It’s Dot Complicated
How do we raise children in a digital world?
Hopscotch app Play-I Robots Sifteo
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What role can brands play in opening up the next billion APAC
consumers OR in making sure we don’t lose them?
– Bringing technology to rural areas is about more than giving out
cell phones
– The changing role of libraries
– How do we communicate the benefits and processes of
complicated technologies such as 3D printing to those who didn’t
grow up ‘tech native’?
Income, location and age
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The Changing
Role of
Advertising
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The confluence of technology dictates the confluence of channels
The law of accelerating returns applies as much to communications
& media as to technology
As the landscape fragments it becomes harder to reach people at
scale. However, as the smartphone, connected home and wearable
technology evolve we can connect previously disparate packets of
data about a person for better targeting
The IoT and content enabled objects are making every object a
potential media channel
A more holistic approach is needed, with the consumer at the heart,
that pushes the boundaries of ‘channels’ and recognises consumer
experience and technology as one and the same
The confluence of channels
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WHAT’S NEXTAt What’s Next we’re passionate about the intersections between consumer culture, business practices, the never ending march of technology and media.
For more information, contact Sarah Yems at [email protected]
Follow us on Twitter -
@OMG_WhatsNext
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Appendix
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Additional Materials & Resources
OMDs Flipboard Magazine http://flip.it/omdces
CNET CES 2014 site http://ces.cnet.com/ we recommend watching CES In-depth The Final Word http://ces.cnet.com/must-see/
Shelly Palmer gave the official tours this year at CES. You can read SP’s full trend report on his website http://ces.shellypalmer.com/trend-report/
For an explanation of The Internet of Things watch http://www.youtube.com/watch?v=LVlT4sX6uVs
Adage offer some interesting views on the show and how it relates to the industry http://adage.com/special-reports/consumerelectronicsshow/146
See the Toyota i-Road, a new concept in mobility coming to Europe and Japan this year http://www.youtube.com/watch?v=HiZS1y0I_3E
LG’s biggest push this year was for its new Web OS for Smart TVs see more -http://www.youtube.com/watch?v=Xo6QgRMwu4Y
Which gives a good over view of the 3D systems Cube http://www.youtube.com/watch?v=8ko158-7m9g
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ASUS Transformer: Android & Windows in one
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4K & 8K Televisions
Both 4k and 8k televisions
were on display
Amazon and Netflix have
announced that 4k content
will be available however, it is
possible that because 4k
content is relatively limited 8k
will leapfrog
With 4k and 8k content
bandwidth and actually
getting content to the TV is a
potential issue
H265 codec potentially solves
this – can move 4k at the
same or smaller data rate
than HD but question marks
on quality compromise
Implications: potentially two
tiered quality of content
depending on a country’s
technological infrastructure