The document summarizes key trends observed at CES 2015 regarding how new products and technologies are impacting consumer behavior and expectations. It discusses trends in automotive, smartphones, wearables, virtual/augmented reality, and home automation. The trends show consumers increasingly expect brands to offer integrated, contextual experiences across different contexts and devices. The document recommends marketers plan for new user contexts, don't let other brands come between them and customers, and take data privacy seriously.

1. Master PowerPoint Template
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2. Each year at CES we see the latest and greatest innovations in
categories like wearables or connected cars.
The next few slides outline ways these new products, interfaces
and technologies are impacting consumer behavior and the
expectations they have from all brands.
We also summarize our findings with key
recommendations for marketers.
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3. AUTOMOTIVE
The quality of the in-car entertainment system interface and power of the integrated
connectivity technology are now major drivers of new vehicle sales. Here are some of
the CES 2015 automotive trends that will impact how consumers interact with brands:
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01 Smartphones Integrate with Vehicles
02 Auto Manufacturers Unveil New Products and Services
03 Driving Introduces a New Context of Use

4. SMARTPHONES INTEGRATE WITH VEHICLES
Apple CarPlay and Android Auto enable drivers to
plug their smartphone into a car’s USB port, then
mirror navigation, music (or other audio), and
apps on their in-car display. Drivers can use voice
controls or their car’s display to access content,
text or call. This could give brands beyond the
usual suspects like Yelp or Starbucks the
opportunity to add value to customers on the road.
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TREND SNAPSHOT
EXAMPLE – HYUNDAI DISPLAY AUDIO INTERFACE
IMPACT ON CONSUMER EXPECTATIONS
Consumers may begin to expect smartphone apps to be easily accessible via voice activation while in
their car, something many brands should consider when developing their mobile content strategy.

5. AUTO MANUFACTURERS UNVEIL NEW PRODUCTS & SERVICES
In addition to wireless smartphone integration,
many new vehicles have integrated connectivity
that is enabling auto manufacturers to offer value-
added products or services. This year BMW is
showcasing a smart watch called the Remote
Valet Parking Assistant, which self-parks their i3
smart vehicle. In the last several years, they have
also introduced several digital services like
ParkNow, an app for finding and reserving parking
spaces. It is likely these services will evolve to be
fully integrated with BMW vehicles and products.
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TREND SNAPSHOT
EXAMPLE – BMW SMARTWATCH
IMPACT ON CONSUMER EXPECTATIONS
The emergence of the Internet of Things will drive the creation of an ecosystem of digital content,
services and products for all kinds of new industries. As these ecosystems develop, consumers may
expect the category leaders to offer value added services they had previously not considered.

6. DRIVING INTRODUCES A NEW CONTEXT OF USE
In-car experiences are evolving quickly. Built-in
dashboards are more immersive, new products like
heads-up displays provide information that drivers can
view on their windshield, and voice controls combined
with phone integration are enabling drivers to access
app content from their smartphones. People are also
interacting with their vehicle remotely by doing things
like unlocking the vehicle, setting climate control or
monitoring maintenance data from their computer.
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TREND SNAPSHOT
EXAMPLE – SENSEHUD HEADS UP DISPLAY
IMPACT ON CONSUMER EXPECTATIONS
This trend is another example of consumers becoming accustomed to having the option to integrate devices, access
data and uncover creative ways to improve their experience (like a fingerprint button that unlocks their vehicle). These
expectations carry over to any brand or industry.

7. WEARABLES
The wearables category evolved rapidly in 2014, but 2015 will be a critical year for
mainstream adoption as Apple enters the market and the landscape matures. Here are
some major trends observed at CES 2015:
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01 Wearable Categories Merge
02 Virtual/Augmented Reality Gets More Mainstream

8. WEARABLE CATEGORIES MERGE
As brands fight to show consumers value, many
products like fitness trackers that started with one
functionality (i.e., tracking heart rate) are
integrating new features. This is in response to
advanced functionality and integrated fitness
tracking from a slew of smart watches released in
2014. One new example from CES 2015 is the
Alcatel OneTouch Watch, which leverages fitness
functionality like a heart monitor and an
accelerometer, alongside other features like a
gyroscope, altimeter, NFC and compass.
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TREND SNAPSHOT
EXAMPLE – ALCATEL ONETOUCH WATCH
IMPACT ON CONSUMER EXPECTATIONS
Smart watches, fitness trackers and other devices will not only integrate functionality, but will bring together
personal health and fitness data with traditional smartphone content and functionality. As these two things
merge, some consumers may be willing to share new types of data, while others may have privacy concerns.

9. VIRTUAL/AUGMENTED REALITY GETS MORE MAINSTREAM
Big players like Facebook’s Oculus Rift, Samsung
and Sony have announced or launched virtual
reality products. In 2015 these will start to become
more mainstream as available content increases,
use cases move beyond just video games, and
entry-level price points drop. One example is
Sony’s SmartEyeglass, which can be clipped onto
any pair of glasses or sunglasses and used like
Google Glass.
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TREND SNAPSHOT
EXAMPLE – SONY SMARTEYEGLASS ATTACHMENT
IMPACT ON CONSUMER EXPECTATIONS
More than anything, virtual reality and augmented reality will fuel consumers’ desire for immersive
experiences and for real-time, contextual information. Both of these have the potential to impact what
consumers expect from a smartphone or web-based experience.

10. HOME AUTOMATION
In 2015, the home automation category has made a big jump from siloed experiences
to a more fluid and integrated ecosystem with greater implications for marketers.
Interesting trends to be aware of are:
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01 The Home Is Integrating with Everything Else
02 Brands Are Finding Creative Ways to Engage at Home
03 Consumers Simultaneously Gain and Lose Control

11. THE HOME IS INTEGRATING WITH EVERYTHING ELSE
As expected, there are a large number of companies
showcasing product concepts that leverage Apple’s
HomeKit or Google’s Nest to control the home via an
app or voice control. For example, HomeKit partner
iDevice unveiled their “Switch” connected plug, which
allows users to say a command to turn any device on
or off. Because HomeKit works with iOS, third-party
solutions are now easily compatible with users’
smartphones or other devices. This has opened up an
ecosystem that is relevant to many industries (i.e.,
grocers who want to connect to refrigerators).
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TREND SNAPSHOT
EXAMPLE – IDEVICE SWITCH
IMPACT ON CONSUMER EXPECTATIONS
As the number of third-party app integrations increases inside the home environment, consumers may start
identifying more interesting use cases that either existing brands or new players will have to meet.

12. BRANDS ARE FINDING CREATIVE WAYS TO ENGAGE AT HOME
As the home automation market matures, consumers
can do a lot more than just adjust the temperature with
a smartphone. For example, in 2014 SyFy launched
their Sync app, which connects to Hue lighting from
Philips and translates audio cues into web-enabled
lighting commands. The result is that the bulbs change
colors with the on-screen action. Other brands in the
home entertainment and home repair sectors are
unveiling unique collaborations at CES 2015.
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TREND SNAPSHOT
EXAMPLE – SYFY SYNC WITH HUE
IMPACT ON CONSUMER EXPECTATIONS
High-profile collaborations that are less technical and more creative generate buzz and push the market
towards maturity. The definition of home automation may morph from an early adopter, fringe category to a
mainstream concept consumers are comfortable with.

13. CONSUMERS SIMULTANEOUSLY GAIN AND LOSE CONTROL
Automation should reduce steps, add convenience or
simplify mundane tasks. As smart devices come to life
and automate decision making for consumers, there is
a risk of “outsmarting” the user and doing things they
actually do not want to do. HomeChat from LG enables
users to remotely get pictures of what is in their fridge
as they are out shopping, which still keeps the user in
control. Other manufacturers are working on devices
that build the grocery list or buy for the customer. As
the concept of automation in the home progresses,
consumers may rely on the products themselves to
make choices for them.
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TREND SNAPSHOT
EXAMPLE – LG HOMECHAT APPLIANCE TEXTING
IMPACT ON CONSUMER EXPECTATIONS
As products get smarter, consumers are becoming programmers of our lives by downloading an app, syncing it with our
appliances (or alarm, heater, etc.) and managing tasks. Consumers may become accustomed to this level of engagement
and automation elsewhere, influencing which tasks we choose to stay involved with and which ones we don’t.

14. RECOMMENDATIONS FOR MARKETERS
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Now that Google and Apple have platforms in place to bring content to cars, wearables and home
environments, all brands should be at least asking themselves how these contexts might impact their
content, mobile, design or user-experience strategies.
PLAN FOR NEW USER CONTEXT
As consumers get comfortable with emerging categories of smart devices, and as device adoption
increases, consumers will expect to engage with brands in the ways that make the most sense to them.
Brands that have no strategy will be like ones who waited to think about mobile until 30% of their website
traffic was coming from smartphones. These brands risk either losing market share to existing
competitors or opening up the ecosystem to a new service provider that identifies and meets new
consumer needs that emerge in smart environments. Don’t be afraid to get creative and innovate early.
DON’T LET OTHER BRANDS PUT A WEDGE BETWEEN YOU AND YOUR CUSTOMERS
To get smart about understanding which of these new channels really represent an opportunity for your brand,
and then to fully leverage the data, you have to be comfortable with things like cross-platform measurement,
attribution, audience segmentation, customer data management and consumer privacy.
GIVE DATA AND PRIVACY A SERIOUS SEAT AT THE TABLE

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About Rosetta
Rosetta is an agency focused on Customer Engagement. We connect rich
data, engaging experiences and robust technologies to create meaningful
customer relationships that drive business impact.
If you have questions about these trends or want to discuss what they might
mean for your own business, drop us a note at Rosetta.com/contact.
Follow us at @RosettaMktg or our blog, Currents.Rosetta.com

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