CES Rewind Fallon Creative Technologist Jacob Abernathy presents 10 trends you and your brands need to know about the gadgets revealed at this year's Consumer Electronic Show – ground zero for the future of consumer electronics and technology! Jacob will put perspective on everything you missed in an engaging multimedia demonstration that details trends ranging from the rise of tablet computing, and gaming everywhere, to the explosion of car technologies powering our everyday driving.

3. Brainfood: CES Rewind
Future Forecasting and Foreshadowing
February 10, 2011

4. Fallon Brainfood—trends, ideas, opportunities, and
thought leadership for our brands.
Brainfood is our all-agency food-for-thought.
Where we’ve been in recent years:
Being Digital // Virtuality // Design For All // China Rising //
The Social 10 // Fall0nylitics // Mobile 10 // Overheard:
Wiretapping the Social Web for Insights and Strategies // and more
Upcoming:
TV 2.0 // Coupons 2.0 // Strategy for Web Video // Modern
Luxury // How to Build Apps // UX and You
Missed previous Brainfoods?
Go to http://www.slideshare.net/group/we-are-fallon

5. Presenter
Jacob Abernathy, Creative Technologist

6. Applying CES Technology
• What is CES and why is it relevant?
• Top trends and technologies
• How the trends affect Fallon
• Opportunities for our clients
• Application of creative technologies to our
communications ideas and client thinking

7. ”Consumer electronics are a harbinger
of emerging media experiences and offer insight
into evolving consumption habits.”
Media Daily News

9. Courtesy of Jacob Abernathy & Beth Freedman

10. Also, something to expect in the future…

11. WTF is CES?
“Consumer Electronics Show”
International conference
44 years old and in Sin City for 33 years
A week of never-before-seen technology
140,000+ nerds, analysts, and sales reps
What debuts at CES today is tomorrow’s “normal.”

12. What I discovered at CES was an overload.
Digital Audio Home Entertainment Headphones Med Tech Android
Autos Augmented Reality Near Field
Robots WiFi Hotspots Lady Gaga
OS DIN radio Geo-Location
Social Integration Bluetooth AV Touch + Gesture Sandy Bridge
92” TV Connected Objects Universal Remotes HD RFID
Remote-Controlled eBooks Nav System Smartphones Gaming
Open Source Concepts Cheap Tech
Displays Motion ARM Chips Charge Pads iPad Accessories
Boxee 3D VOIP Tablets 4G Startups Touch + Gesture

13. But, what’s most important?
1. Tablets
2. Touch + Gesture
3. Smart TVs
4. Genius Phones
5. Internet of Things
6. Autobots
7. Everything is a Game
8. Powered by People

14. 1. The Year of the Tablets!
Over 80 new tablets introduced. Still a fad?

15. Tablet is a new normal.
The Skinny…
Over 80 tablets introduced
A new normal—fast approaching the “two iPad home”
Brand-new UI and OS for tablet and touch
[VIDEO]

16. What Tablets means for Fallon and our brands
Validation of the Fourth Screen
Beyond sight, sound, motion
More and better content generation
New efforts in mobile ad units
Lots of media attention for pioneers
Yet, another new communications channel (Doh!)
Deepening complexity of “mobile” to master.
TV content moves onto the tablet.
Any apps and websites need to be uniform

17. 2. Touch My Gesture
Minority Report based on true events

18. Touch is cool, but Gesture is better.
Touch
New technologies, intelligent, and connected
The beta years are over.
Gesture
Kinect changed everything.
Experimental stages.
Working with 3D. Implications for gaming.

19. Surface 2.0
Source: Razorfish + Microsoft Media Labs

20. Touch is cool, but Gesture is better.
Touch
New technologies, intelligent, and connected
The beta years are over.
Gesture
Kinect changed everything.
Experimental stages.
Working with 3D. Implications for gaming.

21. Kinect Changes Everything
Motion Capture, Voice Recognition, Sentiment Analysis

22. [Kinect video here]

23. What Touch+Gesture mean for Fallon and our brands
A whole new experience.
Retail, CRM, Interactive, OOH
Beyond sight, sound, and motion
Lots of media attention to the first brands
Depth of possibility as well as complexity.
Deepening complexity of interfaces and UX
Strategy and insights first

24. “Online shopping is surpassing in-store shopping
for many customers, offering additional benefits like
convenience, price comparison, customer reviews and,
more recently, social shopping.”
Bob Greenberg
Chairman, CEO of R/GA
Source: Adweek Media

25. Retail Is Saved.
Source: Creativity-Online

26. 3. Smartass TVs
Apps and Internet are standard.

27. A Smart TV in every home.
Web TV Round 2 or 3. I lost count.
TV companies look to cater to the consumer.
Transitional phase.
Apps now for your TV.
TV’s third dimension is social.
Some new territory.
Models are shifting.
Plenty of experiments.
Source: loewy.com

28. What Smart TVs mean for Fallon and our brands
Growth of opportunity with your brand story.
Prepare a fluid story between devices.
Glory goes to those who get there first.
Reboot the classic TV spot.
Leverage the social dimension.
Caveat your Brand.
Insights come first.

29. 4. Genius Phones
The new dual-core processor smartphones with
4G will replace your desktop PC.

30. Smartphones on steroids.
Mobile stepped up its game (nerd-speak).
Dual-core processors
Advanced graphics
Designed for 4G connectivity
New operating systems
Trendy.
Mobile Data Consumption is way up.
Do-it-all devices
Video content will be commonplace.

32. What Genius Phones means for Fallon and our brands
Highly Capable.
Will run much heavier applications.
Don’t limit your ideas for these phones.
One phone, two experiences.
4G, video content rules the waves.
Robust mobile ad units will be born
Mobile Brief:
Nothing else will connect/drive action.

33. 5. Things That Talk To Things
Your refrigerator is a new Wi-Fi hotspot
and your laundry just texted you.

34. The Internet of Things—connected objects
Everything is a computer. Everything is connected.
The Internet of Things. Everything talks.
Household products will change.
Hardware enabled with e-mail, Internet, social, etc.
“Smart Grid”

35. Appliances that talk to each other.
Reference: “Brave Little Toaster” – Jacob’s favorite movie at age 6.

36. What The Internet of Things means
for Fallon and our brands
Almost limitless possibilities.
Everything talks…new marketing channels?
Not just at home—ubiquitous.
Demands new skill set on our creativity.
Efficient but obnoxious.
Clutter.
Where do you fit now?

37. 6. Autobots
Intuitive, Connected, and Adaptive

38. Future of Tech for Cars
Highly Connected, Intuitive, and Adaptive
Not just aesthetics. User consideration.
Apps: Never leave home without them.
Mainstreaming electric cars.
Future concepts (distant future).
The Nav System, re-imagined.

39. What Autobots means for Fallon and our brands
The car can think and talk, now what?
New communications channel.
Agency shift to consultant.
Deeper knowledge of brand’s product.
Fluid transition from device to car.
CAUTION:
Distracted driving is a menace of our times.
Just because you can, doesn’t mean you should.

40. 7. Everything Is a Game.
You’re getting points just for reading this.

41. Gamepocalypse (borrowed from Jesse Schell)
There’s something to this gaming model:
Games that reflect reality, and vice versa
Human truths within game theory.
Gaming beyond the console
Adds a mental incentive (stuff is addictive).
Opportunity to make fun, sticky experiences
Gaming seeps into everything.

42. Razor Switchblade

43. Avatar Kinect

44. Zamzee

45. Epic Win

46. What Everything is a Game means
for Fallon and our brands
Games are all around us.
Learn your game theory.
Consider what’s important in games.
As games seep into everything, money can be had.
Not every brand fits, but most will.
When it stops being fun and starts getting annoying.
You’re creating an experience that speaks to a human truth.

47. 8. Powered by People
Technologies for people, not vice versa.

48. “What new technology does is create new
opportunities to do a job that customers want done.”
Tim O’Reilly-writer, activist,
futurist, founder and CEO of
O’Reilly Media

49. Macro theme of CES 2011: Technology is bringing
people together.
Social is powernth for brands.
More things connecting people.
People want to connect, and savvy tech gets this.
Infinite data. About people’s needs.

50. COPIA, recognizes that reading is enhanced by the
participation of other people.

51. Panasonic Viera Connect recognizes that people
enhance the show.

52. Intel + JESS3 offered the best CES sponsorship
tchotchke: a tool that connects attendees.
…

53. What Social Integration means for Fallon and our
brands
Harness, Listen, and Enable.
Harness the crowd.
Listen to the crowd.
Offer new value.
Enabling people pays big.

54. “We shape our tools, and afterwards our tools shape us.”
Marshall McLuhan

55. So, now what?
Shift your process.
Embrace technology.
Experiment.
Get mobile.
Where the people go, we go.
Connect people.
“Digital by nature.”

56. “It is the people who figure out how to work simply in
the present, rather than the people who mastered the
complexities of the past, who get to say what happens
in the future.”
Clay Shirky

57. Discussion.

58. Let's continue the conversation.
This and other Fallon Brainfood presentations may be found at
http://www.slideshare.net/group/we-are-fallon
#CESREWIND @Jacob_Abernathy
http://www.fallon.com