Interpreting CES 2014 Implications for media and communications

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

What does

CES have to

do with us?

Ask Kimberly Clark

“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

The

(lack of a)

Big Bang

Samsung: bendable OLED for an immersive TV

watching experience

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…

ChefPro: 3D printed food

3D Systems: 3D printed drum kit

Wearables: Intel baby suit

Smart Teddy Bears: tell Mum you’re sick

Budgee: the friendly robot that carries your

shopping

Project Christine: Modular PCs

Muse: changing how we interface with

technology

Oculus: the next generation of virtual reality

The Big Theme: Confluence

Device

Social

SensorsConnection

The Cloud

The

IoT

Mercedes & Pebble Smart Watch: pair your watch

to you car for non-intrusive alerts

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

The Near Next:

Exploring What’s Possible

Communica-

tions

‘Best Of’

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

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

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.

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

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

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

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

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

The

Generation

Gulf

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”

“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

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

The Changing

Role of

Advertising

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

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 sarah.yems@omnicommediagroup.com

Follow us on Twitter -

@OMG_WhatsNext

Appendix

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

ASUS Transformer: Android & Windows in one

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