2015 international ces - what i learned at ces and what brands have to know
TRANSCRIPT
2015 International CES
What I learned at CES and what brands have to know
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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 at hand over the course of the four day conference.
Give it a read. Get inspired by something. And if you have any questions give me a shout out on Twitter (@themattdoh).
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Day 1 Insights
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?
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Not your Dad’s mobility
Mobility today isn’t about motion, it’s about human progress
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FORD FLEET INSIGHTSInsights 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 DRIVEWith 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
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@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
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A new age of cartography
How are robots supposed to understand how to live in a complex world, we don’t understand?
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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
If it’s not broken… Smart watches are everywhere. Do we really need
to fix something that’s not broken?
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WITHINGS ACTIVITÉActivité fuels your healthy motivation
by tracking all your movements via a
traditional watch face design
SONY SMARTWATCH 3 STEELSony unveils their smart watch competitor.
But honestly, all the functionality amongst
any of these watches is the same
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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.
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If it’s not broken…
@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
Real disruptive storytelling
Virtual reality is going to disrupt the way we tell stories
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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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
ABC, always be creating What are you going to make with AirDog,
the world’s first auto-follow drone from GoPro cameras?
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AIRDOGWorld'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…
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
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Day 2 Insights
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Day 2 Insights
Millennials are f*#%ing everything up Millennials don’t want to buy cars or houses, what does it mean for the tech industry?
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, how is your brand going to treat them?
The regulators The government can’t keep up with the tech industry, what’s going to happen?
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Millennials are f*#%ing everything up
Millennials don’t want to buy cars or houses, what does it mean for the tech industry?
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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 MODELSIn 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 FANSBig 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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
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
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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 ALLIANCEThe 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
ALLJOYNAllJoyn, from AllSeen Alliance, is an
open-source system that allows devices to
advertise and share their abilities with
other devices around them
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
Make Love, Not 3D
We have enough 3D printers, and consumer-friendly creative tools are now on the rise
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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
SCANIFYA handheld 3D scanner that allows
you to quickly and easily capture 3D
models of everyday objects for 3D
printing or on-screen applications
MCORMcor Technologies Ltd received the
Best of CES 2015 award in 3D
printing for their line of desktop
paper-based 3D printers
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
Wearable respect Eventually we’ll see the consumer shift into wearables,
how is your brand going to treat them?
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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 respectTHE 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 5000Track 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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
The regulators The government can’t keep up with the tech industry,
what’s going to happen?
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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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
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Day 3 Insights
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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 (in a good way) cyber security We’re heading into a more passive and seamless user authentication model
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Passive (in a good way) cyber security
We’re heading into a more passive and seamless user authentication model
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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
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WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
@themattdoh
Data discrimination This discrimination comes in the form of disparate impact
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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?”
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
The accumulation of smarter technology
Accumulation of interconnected tech will take place over time, not overnight.
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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 DUETWhirlpool® Duet Connects with Nest
to sync your laundry to your life
MOTHERMother 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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
Lest we forget, you’re responsible too
Everyone wants to point fingers for mishaps in technology, but what about you?
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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 2015BMW 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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
Like Vegas, be open to experimentation
So much happens at CES, are you going to sit back and wait or do something?
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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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
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!Day 4The 5 startups at CES every brand should know
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 crowdfunded products via Kickstarter and 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
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Zano World's most sophisticated nano drone - aerial photo
and HD video capture platform
FlyZano.com
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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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
ZuTA Pocket Printer The first mini robotic printer you can take anywhere
FlyZano.com
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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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
Amplifier Enables “community commerce” for crowdfunded products
via Kickstarter and Indiegogo
Amplifier.com
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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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW
Concept Kicker Artists upload 2D toy art, fans back it through crowdfunding
and Concept Kicker prints in 3D and ships
ConceptKicker.co
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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
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@themattdoh
WHAT I LEARNED AT CES AND WHAT BRANDS HAVE TO KNOW