CES 2015 - Ogilvy Labs Trend Report

  • Published on
    14-Jul-2015

  • View
    3.504

  • Download
    0

Transcript

@WilliamEdHarvey1Consumer Electronics Show Ogilvy Labs Report By William Harvey @WilliamEdHarveyCES2015Every January, the tech and innovation community come together in the Nevada desert for what is now as the largest technology conference in the world, the Consumer Electronics Show (CES). It's the pinnacle event for the whos who in the technology sector to kick start the new year and showcase the latest and greatest in new tech. All the major tech companies attend: Sony, Intel, Samsung, LG and Google. They see it as an opportunity to show the market what to expect from them this year and to check out fellow competitors and developments in the market. This was Ogilvy's 4th year attending the show, our aim: Sift through and then pull together all the exciting announcements and innovation, helping explore what this might mean for brands looking to embrace emerging tech and its impact on the future of the consumer market. Originally an electronics show that allowed major chip and tech manufacturers a space to get together and announce their latest wares, the show has evolved dramatically over the years. The most noticeable change is the complete integration of brands and advertisers into the show. This year we saw a new designated space called 'C-space' that was a destination for creative communicators, brand marketers, advertising agencies, digital publishers and social networks. The Numbers 4 day conference 170K attendees with 45K being international250K tweets 20K new products launched2.2 million sq. feet of floorspace3.5K exhibitors CES 2015 6th - 9th January @WilliamEdHarvey2One to Watch Surprising star of the show Asctec Drone took stage on the 1st day of the show as part of Intel's keynote. Intel was showing off a number of possible applications using their new Primesence camera. ASCTEC have been working with Intel to maximise the level of detail and accuracy that the Intel Primesence cameras were able to read and process. They showcased a prototype drone that had been fitted out with 6 Primesence cameras facing outwards. It was able to read and detect the surroundings due to the 360 coverage and the processing power inside the device. They gave a few examples using this combined technology such as the ability to read its surroundings and avoid oncoming objects, they demoed this by playing the world's first drone ping pong match between 4 people on stage. The drone was completely reactive to being approached, an exciting step forward for a drone to have contextual awareness of its surroundings to avoid collisions and adapting to changes in environments.Trends for 2015 What to expect to see this year Each year we walk the vast floor of exhibitors and attend numerous talks and discussion sessions to pick up on key trends emerging. Here are just a few. Intimate Technology The battle for our body and behaviour is joined. This year a waterfall of new products are flooding the market. We saw the continuing trend of technology nesting itself between us, close to us and even within us. We're seeing a growing reliance on technology to be part of our daily routine and event to undertake simple tasks we used to do ourselves. Maths, communication and even relationship management are of course already well-catered for by tech. The behaviour of, and therefore our interaction with, our personal devices poses a possible disconnect with reality. A recent study by the University of Missouri concluded that that iPhone separation anxiety can make us dumber in cognitive tests. All is not lost. There a number of small behavioural cultural changes it appears more of us are adopting, and they can help restore the balance and reliance on technology. Charging devices in a different room to where you sleep, reducing the use of 2nd screen when doing existing tasks, and bans on phones at the table or other social situations. 4K Goes mainstream Streaming just got a whole lot sharper. CES '15 saw a number of high profile announcements around HDR (High Dynamic Range) and 4K. Sony, Samsung and LG, presented UHD TVs that are a whole lot more affordable (a 4K panel for 899 compared to 1899 in 2014.) Content providers showed that they feel the that the market has matured enough to adopt the format by bringing it to the mass market. Last year Netflix, dipped their toes into distributing 4K shows like 'House of Cards'. This year there's a boom of other content providers jumping on the band wagon : YouTube, GoPro and Playstation all presented 4k wares. The challenge for content providers to is to keep up with this ever demanding higher quality thrust from consumers. With home 4K camcorders, GoPro and the like in the hands of you and I, programme makers and advertisers will need to work harder to keep up. Time to get Immersive Virtual reality gets real close. Back at the 2013 CES, we talked about 'Oculus Rift' gaining traction and interest, leading then to its acquisition by Facebook. At CES 2015, we were almost overwhelmed with new and exciting VR experiences: flying with a drone's eye view whilst controlling it from the ground, extreme shooting rigs, where you run on the spot and in the game you move. It still has a long way to go to hit 360 viewable, quality content but it will only grow more with developments of capturing our environments with 360 cameras such as Giroptic that allows users multiple experience options. Samsung made a bold step by creating a immersive content market place called Milk VR, allowing users to experience places and tasks they have never have dreamt of seeing. We will see an increase of these immersive capturing devices especially in the live streaming space.1.3M 4K TVs were sold in 2014 and predictions of 4M+ to be sold in 2015.... ..this is forcing service providers to keep up with with the demand and new ecosystem Shawn DuBravac - Chief Economist and Sr. Director - CEAFlyBy Scanning Centre stage as part of Intels Keynote, as well as on the show floor, Displaying the reach of PrimesenceCES 2015 6th - 9th January @WilliamEdHarvey3Intel Curie As part of Intel's Keynote at CES last year, their CEO Brian Krzanich took to the stage once again to show their vision of the future as well a number of exciting R&D projects. The announcement that was the biggest surprise was 'Curie', a purpose built system on a chip (SoC) for wearable devices. The device has a low powered Intel Quark (SoC), Bluetooth low energy, motion sensors and battery charging capability. It's only the size of a button. Brian made this announcement towards the end of the keynote in a fairly theatrical manner, by pulling the button off his jacket and stating by the way, I've been wearing our latest innovation this entire time, may I present Curie. This marks a very big moment for the possibilities that smaller, smarter, connected devices offer the consumer. The ability to integrate an entire computer into something the size of a button is and exciting step forward from Intel and a great follow up to last year's 'Eddison' chip the size of a SD card. New 3Doodler 3D printing. Yeah, I know, it's no new thing, but this year saw a number of new machines enter the market from chocolate printers to amazing life-like replications of objects. One of the surprise announcements was from 3Doodler, the company that raised $2.3M on Kickstarter in March 2013, to bring to market the world first 3D printing pen. They announced their follow up device: a more refined, slimmer and durable device that lets you draw objects in mid air to create 3D objects. No one has yet used the device a a marketing tool, but it has a wide range of creative possibilities. Imagine what could happen in the hands of children. Imagine unlocking creative uses to take an idea from 2D into a 3 D world! As of early January '15, Doodler 2.0 raised $1.2 M of crowd funding capital in just 10 days. Samsung Edge We saw the new Samsung Edge Smartphone close up. Their experimental phone that launched in Vegas, and it will be sold in the States this year. It's their first step into using curved display on mobile. On the right of the phone, the display curves seamlessly over the corner and down the side. It has a number of interesting functions, from a quick access sidebar for more popular apps to a notification bar visible from the side when the phone is flat on the table. My initial thought toward the device was that perhaps it was a bit of a gimmicky use of the technology, but after playing with it, the possibility of curved displays becoming a reality in the personal device market started to seem very real. We might finally be looking at something other than at very traditional, boxy, flat and bland same-y products. Keep your eye on this space as it has real disruptive possibilities. People are asking themselves Are we a technology company? My response is that we are all now Technology company if we realize it or not as it is now so integrated in our culture and Lifestyles John T. Chambers - CISCO CEOLatest Tech Physical tech to watch Smaller and Smarter This show saw a number of enhancements to existing technology making them smaller and smarter! (Left) Intel 'Curie' (Right) '3D Doodler'CES 2015 6th - 9th January @WilliamEdHarvey4Last year we saw the category of wearable become recognised by the industry with a number of fitness trackers and some smart watches, such as Pebble, entering the market. This year was no different, but we saw a dramatic growth and shift within the wearable market. According to the latest numbers from the CEA, there will be 10.8 million wearable units expected to ship in 2015 that is almost 350% year on year growth. Many predict 2015 will be the watershed year of wearables as the category starts to get its own subcategories: smart watches, fitness trackers and glassware. One of the turning points for this adoption is wearables becoming more desirable by being more fashionable. Android Awaiting Apple Whilst attending a number of sessions across the show there was a key missing player in the room when it comes to the wearables... Yup, Apple. Known for no longer showcasing at CES and famous for having staff attending under different company names, Apple had been predicted to be lauching a smart watch for a number of years. Its competitors, fed up waiting have brought out a number of devices over the last 2 years to test the water and hunger for smart watches: Samsung's 'Gear,' Moto 30 and LG Watch R. There have been mixed reactions from industry and consumers, all waiting to see what Apple would do before making the next move due to Cupertino's success in refining new product categories. Apple announced back in September it would be entering the Smart Watch market with Apple Watch,rumoured to be launching the 1st quarter 2015. Taking its time to bring out it's product, Apple will shape the way its competitors go by taking wearable technology and make it fashionable. The Apple Watch will most likely mark the adoption of the category by the masses. Misfit Partner with Swarovski Misfit is the activity, fitness and sleep wearable tracker that has a very simple interface and form factor. That's the combination that has done extremely well the past couple of years at CES. This year Misfit announced a partnership with SwarovskiMisfit tech with the Swarovski's iconic brand design and fashion. This signals a change in target market, taking very reliable technology with proven benefits to 'early adopters' and positioning the products from this collaboration at the fashion and fitness-conscious market, a much broader and potentially more lucrative market.When the Apple Watch is launched it will have a BIG effect on what is known as a subcategory becoming a main one. What it takes is a big player to put a stake in the ground to get others to follow. Jack Cutts - CEA Business intelligence - WearablesLuxury Wearable tech Time for Tech to be fashionable CES 2015 6th - 9th January @WilliamEdHarvey5Weird and Wonderful A whole host of weird and wonderful robots, drones and automated environment were visible at the 2015 showDrones, driverless cars, and connected homes... CES '15 CES saw a spike in the artificial intelligence space with a number of designated zones in the exhibition halls. One was able to explore these interesting new companies and products coming to market this year. A drone for you and me Drones are nothing new, but affordability and availability is something that is now putting them in consumer's hands. We saw a number of interesting developments in that space: the world's first entirely 3D printed drone (including integrated circuits) from start up 3D printer Voxel8. A number of features are now available on drones. 'Air Dog' allows you to programme your drone to follow you or fly a preset route. Unsprisingly, there's a huge increase in concern over drone regulations and the creation of code of conduct. This came from the FAA who are working on updating regulations as we have seen an increased number of accidents and stunts involving handling drones inappropriately. Robots to rule the world? Robotics is another technology that a few years ago was seen as very science fiction. This year, we will really start to see robots entering the home. Innovators are developing new ways for robots to see, think and adapt so that they can become more aware of their surroundings. We saw the show floor flooded with intelligent, autonomous machines that can potentially change the way we live at work, at school, at the doctors and at home. They are connected to the cloud, controllable by mobile devices and capable of seeing, hearing, feeling and reacting to the environment in ways once thought impossible. This is to be something that will evolve and develop as a debatable matter of ethics in the coming years. Keep on connecting Unlocking the possibilities of connected homes is of ever-growing interest, as we start to see individual connected devices working with one another. This year we saw a number of security systems and smart lock releases (including an affordable tap-to-unlock lock for your front door and Intel proof-of-concept facial recognition. Using this device, you won't need your phone to unlock a door when your hands are full just looking at the camera on the wall would do it. I'll virtually be there Telepresence and virtual attendance is seeing increasing investment in technology, thus holding out the hope of people being in two places at once. Faster and easier to access internet is already enabling people to log in via mobile device and control a movable unit and interact with other users, rather than having to take an entire day traveling to attend. The one big barrier is still a behavioural one, and I personally found it a little unnerving having a conversation with someone that wasn't here. Although the professional and commercial market is the largest users of drones, Consumers are adopting them fast and need to be educated on the regulations of using them indoors and outdoors Jim Williams - Unmanned Aircraft integration - FAARobots, Drones and Automation AI comes to consumers CES 2015 6th - 9th January 6CES 2015 6th - 9th January At this year's show, Ogilvy was out in force on the ground covering talks and walking the floors of the greatest technology conference in the world. Technology entering the consumer market will have a massive impact on the future of marketing and marketers. It's heralding a need to focus on a more targeted forms of comms. The sheer amount of content requires that companies adapt and fully embrace these new channels of communications now to create for our brands a more meaningful and synchronised experience for our consumers Each day we pulled together all our notes and findings from and fed them into ogilvydo.com, creating live bitesize summaries of key info and news from each day. Above are just a sample of the great content generated across the network during the conference. To see more check out ogilvydo.com. Or check out the hashtag #OgilvyCES. Note from WillAfter 4 years of reporting for Ogilvy Labs, 13 trend reports and 20,000 views later, I'm sad to say this will be my last trend report on behalf of Ogilvy, It has been an honour to translate the latest tech trends happening into bitesize reports which hopefully inform and inspire. I hope along the way something I've shared has been useful and motivational for you and your clients. So long and thanks for all the fish! Will Harvey#OgilvyCES