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© 360i LLC. All Rights Reserved.
2015 INTERNATIONAL CES
POSITION YOUR BRAND FOR THE FUTURE
Straight from the 2015 International Consumer Electronics Show (CES) in Vegas, 360i
is bringing you the essential takeaways from this year’s event. On the showroom floor
marketers saw first-hand the dawn of the Connected Age, a new era of marketing
powered by more accessible, affordable and applicable consumer technology
innovations that are changing consumer behavior and transforming brand marketing.
In the upcoming year, marketers can expect to see broad adoption of more affordable
technologies that are inspiring consumers’ lives and lifestyles by offering seamless
integration between the digital and physical worlds. The resulting evolution of consumer
behavior will require brands across every category to be more digitally-centric in how
they develop their marketing and brand experiences.
From connected homes to virtual reality, the following report provides an overview of
the top trends and technologies from this year’s CES to help marketers position their
brands for the future.

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© 360i LLC. All Rights Reserved.
This year we saw CES continue to rise in prominence
for brand marketers. While the event has been
happening for decades, in the show’s 48th year, brand
marketers descended upon CES to discover that
the future of technology is now within reach. CES
2015 was a pivotal year for marketers as advances
in consumer technology demonstrated it’s no longer
novel or optional to be a technology-agnostic brand.
Consumers not only want to attain the convenience
and value of a connected lifestyle, but it’s now within
their reach and realm of expectation. While
many of the technologies seen this year were
similar to what we’ve seen in the past, what’s
most imperative is that these technologies are
becoming more affordable and accessible for
consumers. Wearables, smart cars, 3D printers
and drone technologies have more attainable
price points, and this has important implications
for marketers.
2015 is the year low-cost, data-rich sensors will
impact every brand marketing category. The
introduction of smartphones first showed us
consumers form meaningful and deeply personal
connections with technology by changing the way
we live, work and plan. Now, sensors give us an
opportunity to capitalize on the “Internet of Things”
and forge seamless connections to anything and
everything in our lives. Companies like Uber and
Seamless first sparked a revolution by giving
consumers instant gratification, which raised
the bar for brands. With new and sophisticated
sensor technologies, we can expect a
fundamental shift in consumers’ expectations
and behaviors, and this demands change for
brands. Whether it’s 3D printing a replacement
part, knowing what a store location has in stock
before leaving the house or paying with a mobile
device, consumer behavior is changing and
brands must follow.
WHY CES?
SENSORS WILL DRIVE THE MOST RELEVANT SPACES FOR
INNOVATIVE BRANDS
THE 2015 CES HOT LIST
The following pages outline the seven most relevant CES trends and spaces for innovative brands.

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© 360i LLC. All Rights Reserved.
360i BEST IN SHOW:
Belkin WeMo
WeMo is a family of dozens of simple, innovative
and customizable home automation products
that allow you to control home electronics and
monitor cost and usage from anywhere, using
a smartphone or tablet. Products include Wi-Fi
enabled light switches, a slow cooker, a net cam
and more.
Parrot Pot
This second generation pot from Parrot’s plant
sensors line provides up to one month of smart,
autonomous irrigation that can be customized
for 8,000 different plants. The ability to use
sensors to monitor plants and receive alerts
automatically has potential and implications
beyond supporting green-thumbed consumers.
CONNECTED HOME
Categories Impacted: Automotive, Consumer Packaged
Goods, Media/Entertainment, Retail
The Connected Home represents a micro “Internet of Things”
trend consisting of home appliances and accessories that are
connected to achieve efficiencies and automation.
According to NextMarket Insights, there are currently 1.48
million U.S. households with smart home systems, and this
number is expected to grow to 15.03 million by 2020, while a
Lowe’s study found that 70% of Americans want to control
something via their mobile devices at home without leaving
bed. The introduction of Google’s Nest and the growth of
smart light bulbs and smart door locks is just the beginning.
Wireless devices can now monitor and adjust a home’s
temperature, lighting, beds, sprinklers and more. At CES, we
saw major tech players innovating in this space. In addition,
companies like Samsung, Intel and Belkin are working
together to establish a standardized platform for in-home
device communication that will allow for connectivity between
different technologies and systems.
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360i BEST IN SHOW:
Parrot RNB6
To be released later this year, the Parrot RNB6
device is an “infotainment system” that can turn
any car into a connected smart car though a
simple dashboard installation that runs Apple’s
CarPlay and Android Auto. The device can control
radio and temperature, and offers onscreen
driving profiles and diagnostics. It also boasts
safety features like voice recognition, and can
record front-facing HD video using an in-car
camera.
Nvidia
Nvidia surprised CES 2015 attendees by
demonstrating its commitment to auto innovation.
Best known for desktop computing, the
company’s offerings now include powerful motor
technology that is changing the way cars “think”
and drive. This includes displays built within
mirrors, high-resolution dashboards, improved
navigation systems and hazard detection.
CONNECTED CARS
Categories Impacted: Travel, Automotive, QSRs, Media/
Entertainment, Retail
The second largest trend at CES this year was the growth of
connected cars — another key segment of the “Internet of
Things.” According to a study by Harvard Health Watch, the
average American spends over 100 minutes per day driving,
or more than 600 hours per year. While automotive digital
technology has traditionally focused on optimizing a vehicle’s
internal functions and connectivity, attention is now turning
to developing a car’s ability to connect with the outside world
and further enhance the in-car experience.
Connected Cars can optimize their own operation and
maintenance, as well as the convenience and comfort of
passengers, using onboard sensors and Internet connectivity.
They also give users the ability to extend their vehicles’
connection beyond personal devices to a variety of other
resources, including the connected home. A consumer’s
smart locks will lock down the house when there are no cars
in the driveway, and their thermostat will adjust to the perfect
temperature when they walk in the door from work, because
their car indicated they were leaving the office. In addition,
kids’ media and entertainment will seamlessly shift from an
in-home TV to in-car infotainment systems.
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WEARABLES
Categories Impacted: Automotive, Consumer Packaged
Goods, Media/Entertainment, Retail
While we first saw wearables hit the mainstream in 2014, this
year at CES there was a dramatic increase in their features
and power, along with thoughtful design that is being led by
product and fashion designers alike. Because wearables
are getting more powerful and less costly, they are poised
to grow considerably in the coming year. In fact, research
firm Canalys forecasts that annual smartwatch shipments
worldwide will soar from 8 million in 2014 to 45 million by
2017. At CES, wearables ranged from smart garments that
track health and workout data, to wireless headphones that
are voice controlled. Brands like Under Armour and Nike
– traditionally known for physical, analog products – are
entering the connected space at a staggering rate; It’s a
growing pie of which everyone wants a piece.
360i BEST IN SHOW:
Garmin Vivoactive
This multi-use fitness tracker can track running,
cycling, swimming and golf performance, in addition
to everyday activity. For under $300, the health-
focused watch features a beautiful color display that
is sunlight readable and has touch capabilities. The
Vivoactive also includes a Bluetooth 4.0 LE radio
that can receive notifications from Android and
iPhone. The company says the device will run third-
party apps made for its custom software and found
in the company’s Connect IQ store.
Withings Activité Pop
Withings Activité Pop subtly integrates gorgeous
watch designs with fitness, sleep tracking and the
ability to pair data with the Withings HealthMate
app. Considered to be one of the best-designed
activity trackers and smart watches to hit the
market, the latest version is available for just $150.
© 360i LLC. All Rights Reserved.
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MOBILE PAYMENT
TECHNOLOGY
Categories Impacted: Travel, Automotive, Consumer
Packaged Goods, Media/Entertainment, Retail, QSRs
With Apple’s September Apple Pay announcement,
excitement continues to grow around new forms of mobile
payments, which Deloitte predicted in its annual TMT
predictions report will take off in 2015. At CES this year, we
saw innovations in the space that bridge the gap between
current credit card models and mobile payment systems that
could signal major advances in consumer adoption. Retailers,
banks and other companies are increasingly accepting new
payment technologies, as mobile payment leaders work to
develop new modes of standardization and security that will
provide consumers more confidence and peace of mind.
360i BEST IN SHOW:
LoopPay
LoopPay is a mobile payment solution that works
with existing magnetic stripe readers (vs. NFC
powered competitors like ApplePay that aren’t
directly compatible), making it adaptable to
commonly used credit card readers. It works by
loading credit card information into an accessory
such as a key fob, card or phone case that can be
swiped for payment. In addition, they are working
on enhancing the technology so that it can be
embedded directly into a phone.
Hypr-3
This biometric phone wallet app is powered by
a 3.2 mm Bluetooth sticker and API designed to
secure credit cards and bitcoin with biometric
access to a digital wallet. By sticking it on a phone
or keychain, consumers can leave their wallets
at home and help eliminate fraud at the same
time. Currently available for pre-order, the $20
device integrates with phone software to offer
significantly stronger authentication, making
unauthorized transactions nearly impossible.
© 360i LLC. All Rights Reserved.
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VIRTUAL REALITY
Categories Impacted: Travel, Automotive, Media/
Entertainment, Retail
Following Facebook’s $2 billion purchase of category
pioneer Oculus Rift, virtual reality has become a mainstream
fascination for consumers and marketers alike. Virtual
reality has the potential to take off in 2015 thanks to more
accessible, low-cost versions of the technology that leverage
existing mobile technology and accessories.
Virtual reality can create digital experiences that are richer
and more immersive than ever before possible. Brands in
categories like media and entertainment will flock to virtual
reality, and less expected verticals like healthcare and
education will also find new and exciting ways to deliver value
to consumers through use of this technology.
© 360i LLC. All Rights Reserved.
360i BEST IN SHOW:
Virtuix Omni
This full-body virtual reality experience pairs
headset technologies like Oculus Rift with a unique
treadmill that fixes users within a support ring.
Users’ feet glide across a low-friction surface that
allows them to replicate walking and running for
a 360-degree experience inside a virtual world.
The new technology has massive potential to
make gaming more active and to make virtual
experiences more immersive, creating exciting new
opportunities for brands.
Samsung Gear VR
The technology and smartphone giant has
introduced a virtual reality headset that uses
the brand’s Galaxy Note 4 phablet as the goggle
screen, to create an affordable, wire-free virtual
reality experience that has been reported to be
“impressive and immersive.” For less than $200,
Samsung is offering a sophisticated headset
powered by its phone technology that includes a
proximity sensor, accelerometer, gyrometer and
compass to create a life-like experience. Consumer
uses might include watching movies or playing
games in flight, or keeping kids occupied during a
long trip. And already, it is attracting brands like
AMC’s Walking Dead for promotional use.
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3D PRINTING
Categories Impacted: Travel, Automotive, Consumer
Packaged Goods, Media/Entertainment, Retail, QSRs
The 3D printing market has expanded significantly, with a
focus on the quality and variety of materials that can be
printed, which now includes metal, wood, limestone and even
food. In addition, desktop manufacturing is finally getting
into the hands of everyday consumers – beyond the homes
and offices of evangelical technophiles. It won’t be long until
we see progressive brands opening their treasure trove of
models and parts for consumers to print replacement parts
and develop new and innovative add-ons for products. At first
it may sound like a hit to companies’ bottom lines, but such an
advancement adds to a less tangible metric: consumer love. It
behooves any brand to tap into the passion fans have around a
product, and brings them closer to the products and services
sold to them.
© 360i LLC. All Rights Reserved.
360i BEST IN SHOW:
MakerBot
In a big step forward for 3D printing capabilities,
MakerBot has introduced new PLA-based filament
that includes composites of metal, stone and
wood. The composites retain characteristics of the
materials they are derived from. For example, one
material can be sanded, stained or finished like
regular wood, and another forms metal composites
that can be magnetized. Now consumers can print
tools that not only look realistic, but that also
perform certain functions to imitate or replace
manufactured items. At CES, MakerBot showcased
a 3D-printed hammer and disclosed it is testing a
mobile remote monitoring feature that will make the
printing process easier and more efficient.
3D Systems
The category veteran has a mission to get 3D
printers into more American homes, and this year
it showcased “the home of now” by highlighting the
ways food, fashion and fun can all be 3D-printed.
At CES, 3D Systems debuted the Ekocycle, a printer
created in partnership with Coca-Cola and will.i.am
that uses post-consumer recycled plastic filament,
and the CocoJet, a chocolate printer created in
partnership with Hershey’s. In addition, the company
spotlighted the new Touch Haptic 3D Stylus and
OpenHaptics SDK system, which works with Oculus
Rift to create a virtual sculpting software tool for 3D
modeling.
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DRONES AND
ROBOTS
Categories Impacted: Travel, Automotive, Consumer
Packaged Goods, Media/Entertainment, Retail, QSRs
After first making a splash at SXSW in 2014, smaller, more
automated and use-case specific drones and robots were
popular areas of interest at CES this year. From drones that
specialize in taking selfies, to practical robots that help
shoppers navigate big box retailers, there was no shortage
of technology showcasing how drones and robots can serve
brands in the future.
360i BEST IN SHOW:
DJI Phantom Inspire
DJI introduced the Inspire, its most high-tech drone
to date. The Inspire features amazing flight control,
4k video recording and super smooth camera
stabilization. Now, nearly any event can be covered
by extremely high-quality and compelling video
footage. We’re seeing music festivals, sports and
branded events already adopt the technology, and
we’ll see even more do so in 2015.
Lowe’s Innovation Labs OSHbots
Lowe’s Innovation Labs is creating innovative
technology solutions that deliver new experiences
for consumers. The home improvement retailer’s
OSHbots are designed to identify and locate
merchandise for consumers, speak to them in
multiple languages and deliver location-specific
promotions. The company is already working on
new innovations for the droid, including using its
depth-sensing camera to recognize objects (e.g.,
a damaged lug nut) and point a consumer in the
direction of a match or replacement.
© 360i LLC. All Rights Reserved.
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© 360i LLC. All Rights Reserved.
In 2015, CES revealed there are more opportunities than ever before to connect with consumers in
innovative, compelling and disruptive ways. Now more than ever, it is important for marketers to embrace
new technology by working in partnership with strategists, innovators and technologists to experiment
with the latest technologies. By embracing how advances in consumer technology will change consumer
expectations and behaviors, any brand can succeed in the Connected Age.
WELCOME TO THE CONNECTED AGE
360i is an award-winning agency that drives results for Fortune 500 marketers by making brands culturally
relevant amid the rapid pace of consumer behavior change. 360i is a highly strategic creative and media
partner for clients that brings together digital specialization – in insights, strategy, social, influencer
marketing, search, analytics and media – with a deep understanding of how people discover brands and
share stories across all channels. This past year 360i was consecutively named the top digital agency
according to Advertising Age, Adweek and MediaPost, in addition to being recognized among the industry’s
most innovative companies by Fast Company and Creativity. The agency’s clients include Coca-Cola,
Mondelez, Toyota and HBO. For more information, visit blog.360i.com or follow us on Twitter @360i.
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