What brand strategists, marketers and designers need to know about one of the world's most influential consumer electronics conferences: CES2015

1. CES 2015
The weird, the wireless, the web.
And what to make of it all.

2. First, some great resources

3. • Digital@Ogilvy’s CES2015
recap

4. Stylus CES 2015 reports

5. The 80s are back!

6. Ok, not exactly.

7. But pinball machines are.

8. “There’s something
about the physical
feel of an actual
pinball machine that
puts even the best
mobile recreation to
shame.”
“We’re seeing a resurgence in pinball,”
— Stern PinBall president Gary Stern
Stern Pinball saw sales climb 32 percent
in 2012 over the previous year. “People
are just rediscovering what we are.”

9. Why does this matter?

10. -Vlad Savov, Sr Editor, Verge

11. We’re in the
business of making
love blossom—
between the user
and the brand.

12. And at CES this year,
love blossomed
through tactile,
personal and good
(ie useful & cool) new
tech.

13. Trends
7

14. CES Trend #1:
From digital to
physical1

15. Smart
Watches &
Fitness
Trackers
Everywhere
!
• Fitness
• Fashion
• Utility

16. BeoSound
Moment
Brings digital music to
life through the senses
!
Touch: Music player with touch wheel built
into a real wood surface.
!
Sound: Plug iPhone or music player or
stream, via Bluetooth, from any digital music
service—Spotify, Deezer or YouTube.
!
Sight: Offers Moodwheel, a color wheel
where the colors correspond to the mood of
the music you want to play.
!
Experience: Design to play toward your
intuitive
music listening instincts rather than forcing
you to learn a complicated interface.

17. Sony Desk
Projector
Surfaces come alive
with touch
Device that, when placed over a
tabletop, can turn it into an
interactive surface. Touching the
projected image of an album
cover cues up that artist's
music, for example.

18. Texture

19. Color

20. New materials &
consistencies,
with trend
towards
organic tech,
challenges our
notion of what
tech should look
like and feel like

21. How do we engage our
customers’ 5 senses in our
digital brand experiences?
!Q.

22. CES Trend #2:
From consumer
to creator2

23. 3D Printing
Custom creations

24. Fashion

28. Instruments

29. Food

30. Hand-held 3D
Printing Pen

31. Drones
Custom content

32. AirDog & Zano
Selfies on steroids
Auto-follow drones that enable new
modes of content creation.
AirDog: GoPro camera meets auto-
follow drone.
Zano: World’s most sophisticated nano
drone-aerial photo and HD video
capture platform.
They track where you’re going, can
operate by themselves, and enable you
to focus on what you’re doing.

33. Does the role of the brand change
when manufacturing happens en
masse,
when products can be
personalized and produced at
home?
!
Can brands become part of their
customers’ supply chain?
!
How will brands have to think
differently about content as more
customers have the tools to
become content producers?
Q.

34. CES Trend #3:
From personal
products to
personal services
3

35. Robots

36. Meet Chihira Aiko
32 yr old receptionist
Bilingual Japanese/English
Laughs, cries, sings, talks

37. !
Toshiba
reimagines
customer service
via robots that
offer:
“Real
heart-warming
communications
with human-like
facial expression and
with any possible
body language.”

38. Benebot
Shopping
assisted robot
Capable of having full
conversations with
customers.
Comes equipped with
numerous sensors, an
LCD display screen for
videos, and a laser to
point customers in the
right direction.

39. Sensors

40. Belty
“Smart Belt”
Sensor-equipped smart belt
automatically adjusts itself
throughout the day, depending
on how much you’ve eaten and
how much exercise you’ve done
to compensate. It connects with
an app that charts the data it
collects throughout the day,
sending feedback to the motors
in the belt.

41. Refinery 29’s “Apartment of the Future”
Style, Functionality, Technology

42. Whirlpool’s
Interactive Kitchen
of the Future 2.0
• Know what’s in your
fridge
• Optimize freshness
• Get recipes
recommended
• Get advice from your
mom via video chat
• Integrates with social
feeds and web browsing

43. • Manages daily or
time-consuming
tasks
• Directly saves
energy/money
• Manages less-
frequent or less
time-consuming
tasks
• Indirectly saves
time/money
• Provides self-
awareness data
• Enhances
experience of
product

44. Does the customer relationship
change when brands orient
more towards services than
sales?
!
How can brands find new ways
to be useful to their customers?
!
How might consumers use
social and search differently
when the web is embedded into
their everyday appliances?
!
Q.

45. But with sensors and
personalized services, there
comes personal data…

46. And the challenge of
data creation, capture,
use and protection
loom large.

47. !
How should
brands navigate
the difficult
issues of data
privacy and
security that
sensors provoke?
Q.

48. Guess what wasn’t talked
about at CES?

51. These innovations pushed
consumers into a new world of
interface design.
!
But this year at CES, these devices
weren’t the main attraction.
!
User interface design took a
dramatic new turn.

52. “The point of inspiration is
the point of delivery.”
—Scott Burnett, Director of Global Consumer Electronics, IBM

53. The opportunity to inspire, to
excite and to win the
affections of your customer
begin at the point of entry—
the interface.

54. CES Trend #4:
From beautiful
to ‘invisible’ UI4

55. Embedded UI

56. Visijax
Controlled by motion sensors on
the arms of Visijax® Commuter
range of jackets and a central
computer built into the battery
pack, iMASS™ allows you to
automatically activate the LED
amber turning signals by simply
raising your arms as cyclists
normally do.
!
This system makes signalling
intuitive and visible in darkness
to oncoming and following
traffic.
!
A quick tap on the power button
from the outside switches on the
front and rear lights in slow flash
mode.

57. Touch-free UI

58. Eye-
tracking
The Eye Tribe SDK makes it
possible for developers to
design programs that allow
users to control their devices
just by looking at them.
Imagine navigating a television
with your eyes — selecting
shows and operating your
DVR without clicking a remote.
Demos include gaming and
online content access.
!

59. Brain-
controlled
Emotiv Insights headset enables
users to use their own
brainpower to participate in a car
race propelling their car forward
with their thoughts

60. Automated UI

61. Biometric Monitor —
AmpStrip
!
Comfortable, waterproof 24/7 heart-
rate wearable that adheres to skin.

62. How can the brand story
come to life in its UI?
!
How does the customer
experience change when
interfaces become
invisible?
!
How can we think of
interfaces as an
opportunity to inspire?
Q.

63. CES Trend #5:
From HD to 3D
5

64. 3D screens in new places

65. Audi Virtual
Cockpit & MMI
The car will feature lifelike 3-D
graphics powered by Nvidia on two
high-resolution screens, with one
behind the steering wheel that is
customizable. A large touchpad with
eight programmable buttons on the
center console make inputting
addresses and accessing menus
easier. Google Voice recognizes
natural speech commands for placing
calls or choosing song titles. The
clincher is an optional rear
entrainment system that features two
HD tablets, both of which can be used
outside the vehicle, just like an iPad.

66. Curved, super high-def
displays

68. Samsung SUHD
Curved Display
Uses quantum-dot technology to
go beyond 4k.
!
Adds extra layer of extremely tiny
crystals (20 atoms thick) that
boosts color performance by as
much as 30%.

69. VR that’s ready for
mainstream use

70. Oculus Rift for
Retail
Sony & Oculus Rift
expected to launch first
retail devices in 2015

71. How does content change when
more surfaces are video interfaces?
!
How does story telling change when
images become 3D or immersive?
!
How might virtual reality help brands
boost sales or convert customers?
!
Q.

72. CES Trend #6:
From Commute
to Commune6

73. The journey as a destination

74. Autonomous Cars &
Placemaking
Mercedes-Benz F015
“Luxury in Motion” shows
how the car of the future will
not only be a means for
getting from one point to
another but also a usable
space for entertainment or
work as well as a platform
for communication and
interaction.
!

75. Body-driven transport

76. IO Hawk Personal
Transporter
A self-balancing motorized
personal transporter, similar to
the Segway, the product is
powered by batteries, motors
and uses slight pressure from
your feet to guide it where you
want it to go.
Its design enables users to
instantly change how they
interact with the space around
them.

77. New systems of transport

78. Gogoro Smart
Scooter
Envisions a network of charging
stations around cities; riders would pay
a monthly subscription to use them.
This subscription would replace a
monthly gas budget.
The Smartscooter links up with a rider’s
smart phone via Bluetooth, allowing
him or her to program the vehicle’s
settings, download sound effects for
start up and shut down, and even set
light patterns for the LED headlights
and taillights.
!
Gogoro makes commuting a
customized pleasure for the rider.

79. How might autonomous cars
impact a sense of place?
!
Can brands make the (user)
journey as much fun as the
destination (product)?
!
How can brands enable
users to connect to each
other along the journey?
!
Q.

80. CES Trend #7:
From Silo to Sync
7

81. Mother &
Motion Cookies
A family of smart sensors that you can
place around your home, monitored by
a central product, that can perform
functions, optimize settings and provide
helpful data

82. Whirlpool Duet
Connects with Nest to sync laundry to your
life.

83. How might brands
begin to think of
product ecosystems—
products that interact
—instead of portfolios?
!
What kinds of
partnerships might
benefit brands in a
connected world?
Q.

84. That was a lot.
Of things.
Of questions.
So here’s what
you need to know
in 30-seconds.

85. !
!
!
Design is trending towards
new materials, organic
shapes, bright colors and
noticeable textures.
Brands should think about
digital in the context of the
5 senses.
Feels good

86. UI is trending
towards being
unobtrusive and
invisible. Brands can
look to UI to inspire.
!
Looks good

87. 3D printing, drones,
robots and visual
technology are
unleashing new
creativity, new places
for interaction, and
may inspire new types
of branded content.
!
Works well

88. Sensors are turning the
focus to data, user
behavior and services.
Efficiency trumps self-
awareness. Brands have
an opportunity to reframe
the value exchange
around service.
!
Works well

89. !
!
!
Innovations in transport
will change our sense
of place and
movement. Brands
have the opportunity to
provide utility and fun
along the way.
!
Travels well

90. Integration breeds
innovation in data
security and brand
partnerships.
!
Plays well
with others

91. That was
probably more
like a minute.
But thanks!