2015 International CES Day 2 Recap #OgilvyCES

1. 3
5
RECAP
DAY2M AT T D O H E R T Y,
ASSOCIATE DIRECTOR,
GLOBAL DIGITAL CREATIVE DEVELOPMENT
OGILVY & MATHER WORLDWIDE
THE
REGULATORS
The government can’t keep
up with the tech industry,
what’s going to happen?
MAKE
LOVE,
NOT3D
We have enough
3D printers, and
consumer-friendly
creative tools are
now on the rise.
1 2
4 WEARABLE
RESPECT
Eventually we’ll see the
consumer shift into
wearables, how is your brand
going to treat them?
INTERNATIONAL
CES
2015
MILLENNIALS ARE
F*#%INGEVERYTHINGUP
Millennials don’t want to buy
cars or houses. What does this
mean for the tech industry?
IOTASSIMPLEAS
FLICKING A SWITCH
The point of inspiration is
the point of delivery.

2. RECAP
DAY2
INTERNATIONAL
CES
2015
M AT T D O H E R T Y,
ASSOCIATE DIRECTOR,
GLOBAL DIGITAL CREATIVE DEVELOPMENT
OGILVY & MATHER WORLDWIDE
@ T H E M AT T D O H

3. RECAP
DAY2INTERNATIONAL
CES
2015
1
MILLENNIALS ARE
F*#%INGEVERYTHINGUP
WE ( BECAUSE I GUESS I’M ONE) aren’t bothered with buying a house
or a car. Are you willing to pay for it? But I have to say you guys are
listening and not trying to force us to make purchases we don’t want
to make (thank you). From an automobile perspective Ford is testing
and creating all sorts of flexible user-ship models that steps beyond
leasing and owning cars, their German market has embraced this
change. While the Internet of Things industry also acknowledges
that it has to build for the renter market so we can pickup and go
with our devices and plug that back in at our new apartment.

4. RECAP
DAY2INTERNATIONAL
CES
2015
2 ASSIMPLEAS
FLICKING A SWITCH
HOT ON THE TRAILS of everyone at CES is the wonderful buzzword the “Internet
of Things” and it is wonderful, I have a Nest Thermostat and I am in LOVE. But
for IOT to takeoff Scott Burnett, Director of Global Consumer Electronics at
IBM believes that the point of inspiration is the point of delivery. The Internet
of Things should be as simple as turning on a light switch. We don’t want to be
inundated with complexities that take us a step longer. And the IOT industry
realizes this and is making a tremendous effort to develop relationships with
each other that enable consumers to plug-and-play different IOT products
into their home that will all work together. Whirlpool Smart Front Load Washer
and Dryer with 6th Sense Live Technology is another great example that plugs
right into your, “Works with Nest”, and gets to work to make your life easier.
.

5. RECAP
DAY2INTERNATIONAL
CES
2015
3
MAKE LOVE
NOT3D
THERE ARE OVER 50 different exhibitors this year at CES 2015 touting their
3D printing capabilities. The inks are getting tastier (you’ll be able to print
out Hershey’s chocolate soon via 3D Systems latest food printer) and you
can start printing with your very own copy paper at work thanks to Mcor
Technologies. But what’s really changing the game is that there are more
consumer friendly tools becoming available that’s letting anyone create
something spectacular to 3D print. Scanify by Fuel 3D is a handheld 3D
scanner that allows you to quickly and easily capture 3D models of everyday
objects for 3D printing or on-screen applications. It’s incredible! But
you’re probably going to want to wait until the price point comes down.

6. RECAP
DAY2INTERNATIONAL
CES
2015
4
WEARABLE
RESPECT
WEARABLES ARE nothing new at CES. Nor is telling you some stat
about a magical penetration rate or estimation of 2018 wearable
tech revenue generation in the industry. The truth of the matter
is that wearable tech will be adopted once devices do what you
specifically want it do, then you’ll buy. OK, so what? Well in the
mean time you as a marketer have the opportunity to assess your
brand and figure out how you’ll become consumer-centric in the
ecosystem they’ll create. Do it right and you’ll earn your consumers’
respect. Do it wrong and you’re going to lose their trust.
.

7. RECAP
DAY2INTERNATIONAL
CES
2015
5
THE
REGULATORS
AGREED, DRONES ARE COOL but then they freak me out. And have you
heard one?! It’s like 10,000 wasps buzzing at once. Can you imagine
10,000,000 of these up in the air? And the sky, we have enough planes
as it is. The tech industry is at an interesting time with government
and public regulation. Tech is outpacing the FAA and FCC. These
government regulators just can’t keep up. The genie is out of the
bottle. Local municipalities, towns, cities, states, and the federal
government are all trying to regulate the tech industry but aren’t
really doing a good job. With so many rules, or lack thereof, are we
going to hurt ourselves when it comes to innovation or protect our
privacy as humans? Pick your favorite news channel and stay tuned.