Ogilvy Labs are excited to share with you our 13th Trend report. This Trend report looks to pull together all the latest Innovations, Technologies, and Trends that happen at this years CES2015

1. @WilliamEdHarvey1
Consumer Electronics Show
Ogilvy Labs Report
By William Harvey
@WilliamEdHarvey
CES2015
Every January, the tech and innovation
community come together in the Nevada desert
for what is now as the largest technology
conference in the world, the Consumer Electronics
Show (CES).
It's the pinnacle event for the who’s who in
the technology sector to kick start the new year
and showcase the latest and greatest in new tech.
All the major tech companies attend: Sony, Intel,
Samsung, LG and Google. They see it as an
opportunity to show the market what to expect
from them this year and to check out fellow
competitors and developments in the market.
This was Ogilvy's 4th year attending the show,
our aim: Sift through and then pull together all
the exciting announcements and innovation,
helping explore what this might mean for brands
looking to embrace emerging tech and its impact
on the future of the consumer market.
Originally an electronics show that allowed major
chip and tech manufacturers a space to get
together and announce their latest wares, the show
has evolved dramatically over the years. The most
noticeable change is the complete integration of
brands and advertisers into the show. This year we
saw a new designated space called 'C-space' that
was a destination for creative communicators,
brand marketers, advertising agencies, digital
publishers and social networks.
The Numbers
4 day conference
170K attendees with 45K being international
250K tweets
20K new products launched
2.2 million sq. feet of floorspace
3.5K exhibitors
CES20156th-9thJanuary

2. @WilliamEdHarvey2
One to Watch
Surprising star of the
show
Asctec Drone took stage on the 1st day of
the show as part of Intel's keynote. Intel
was showing off a number of possible
applications using their new Primesence
camera.
ASCTEC have been working with
Intel to maximise the level of detail and
accuracy that the Intel Primesence
cameras were able to read and process.
They showcased a prototype drone that
had been fitted out with 6 Primesence
cameras facing outwards. It was able to
read and detect the surroundings due to
the 360 coverage and the processing
power inside the device. They gave a few
examples using this combined technology
such as the ability to read its
surroundings and avoid oncoming
objects, they demoed this by playing the
world's first drone ping pong match
between 4 people on stage.
The drone was completely reactive
to being approached, an exciting step
forward for a drone to have contextual
awareness of its surroundings to avoid
collisions and adapting to changes in
environments.
Trends for 2015
What to expect to see
this year
Each year we walk the vast floor of
exhibitors and attend numerous talks
and discussion sessions to pick up on key
trends emerging. Here are just a few.
Intimate Technology
The battle for our body and behaviour
is joined. This year a waterfall of new
products are flooding the market. We
saw the continuing trend of technology
nesting itself between us, close to us and
even within us. We're seeing a growing
reliance on technology to be part of our
daily routine and event to undertake
simple tasks we used to do ourselves.
Maths, communication and even
relationship management are of course
already well-catered for by tech. The
behaviour of, and therefore our
interaction with, our personal devices
poses a possible disconnect with reality.
A recent study by the University of
Missouri concluded that that iPhone
separation anxiety can make us dumber
in cognitive tests.
All is not lost. There a number of small
behavioural cultural changes it appears
more of us are adopting, and they can
help restore the balance and reliance on
technology. Charging devices in a
different room to where you sleep,
reducing the use of 2nd screen when
doing existing tasks, and bans on phones
at the table or other social situations.
4K Goes mainstream
Streaming just got a whole lot sharper.
CES '15 saw a number of high profile
announcements around HDR (High
Dynamic Range) and 4K. Sony,
Samsung and LG, presented UHD TVs
that are a whole lot more affordable
(a 4K panel for £899 compared to
£1899 in 2014.) Content providers
showed that they feel the that the market
has matured enough to adopt the format
by bringing it to the mass market.
Last year Netflix, dipped their toes into
distributing 4K shows like 'House of
Cards'. This year there's a boom of
other content providers jumping on the
band wagon : YouTube, GoPro and
Playstation all presented 4k wares.
The challenge for content providers to is
to keep up with this ever demanding
higher quality thrust from consumers.
With home 4K camcorders, GoPro
and the like in the hands of you and I,
programme makers and advertisers will
need to work harder to keep up.
Time to get Immersive
Virtual reality gets real close. Back at the
2013 CES, we talked about 'Oculus
Rift' gaining traction and interest,
leading then to its acquisition by
Facebook. At CES 2015, we were almost
overwhelmed with new and exciting VR
experiences: flying with a drone's eye
view whilst controlling it from the
ground, extreme shooting rigs, where
you run on the spot and in the game you
move. It still has a long way to go to hit
360 viewable, quality content but it will
only grow more with developments of
capturing our environments with 360
cameras such as Giroptic that allows
users multiple experience options.
Samsung made a bold step by creating a
immersive content market place called
Milk VR, allowing users to experience
places and tasks they have never have
dreamt of seeing. We will see an
increase of these immersive capturing
devices especially in the live streaming
space.
“1.3M 4K TVs were sold
in 2014 and predictions of
4M+ to be sold in 2015....
..this is forcing service
providers to keep up with
with the demand and new
ecosystem”
Shawn DuBravac - Chief
Economist and Sr. Director - CEA
FlyBy Scanning
Centre stage as part of Intels Keynote, as well
as on the show floor, Displaying the reach of
Primesence
CES20156th-9thJanuary

3. @WilliamEdHarvey3
Intel Curie
As part of Intel's Keynote at CES last year, their
CEO Brian Krzanich took to the stage once again
to show their vision of the future as well a number
of exciting R&D projects.
The announcement that was the biggest surprise
was 'Curie', a purpose built system on a chip (SoC)
for wearable devices. The device has a low
powered Intel Quark (SoC), Bluetooth low energy,
motion sensors and battery charging capability. It's
only the size of a button. Brian made this
announcement towards the end of the keynote in a
fairly theatrical manner, by pulling the button off
his jacket and stating ‘by the way, I've been wearing our
latest innovation this entire time, may I present Curie’. This
marks a very big moment for the possibilities that
smaller, smarter, connected devices offer the
consumer. The ability to integrate an entire
computer into something the size of a button is
and exciting step forward from Intel and a great
follow up to last year's 'Eddison' chip the size of a
SD card.
New 3Doodler
3D printing. Yeah, I know, it's no new thing, but
this year saw a number of new machines enter the
market from chocolate printers to amazing life-like
replications of objects. One of the surprise
announcements was from 3Doodler, the company
that raised $2.3M on Kickstarter in March 2013,
to bring to market the world first 3D printing pen.
They announced their follow up device: a more
refined, slimmer and durable device that lets you
draw objects in mid air to create 3D objects. No
one has yet used the device a a marketing tool, but
it has a wide range of creative possibilities.
Imagine what could happen in the hands of
children. Imagine unlocking creative uses to take
an idea from 2D into a 3 D world! As of early
January '15, Doodler 2.0 raised $1.2 M of crowd
funding capital in just 10 days.
Samsung Edge
We saw the new Samsung Edge Smartphone close
up. Their experimental phone that launched in
Vegas, and it will be sold in the States this year. It's
their first step into using curved display on mobile.
On the right of the phone, the display curves
seamlessly over the corner and down the side.
It has a number of interesting functions, from a
quick access sidebar for more popular apps to a
notification bar visible from the side when the
phone is flat on the table. My initial thought
toward the device was that perhaps it was a bit of a
gimmicky use of the technology, but after playing
with it, the possibility of curved displays becoming
a reality in the personal device market started to
seem very real. We might finally be looking at
something other than at very traditional, boxy, flat
and bland same-y products. Keep your eye on this
space as it has real disruptive possibilities.
“People are asking themselves ‘Are
we a technology company?’ My
response is that we are all now
Technology company if we realize it or
not as it is now so integrated in our
culture and Lifestyles”
John T. Chambers - CISCO CEO
Latest Tech
Physical tech to watch
Smaller and
Smarter
This show saw a
number of
enhancements to
existing technology
making them smaller
and smarter!
(Left) Intel 'Curie'
(Right) '3D Doodler'
CES20156th-9thJanuary

4. @WilliamEdHarvey4
Last year we saw the category of wearable become
recognised by the industry with a number of fitness trackers
and some smart watches, such as Pebble, entering the market.
This year was no different, but we saw a dramatic growth
and shift within the wearable market.
According to the latest numbers from the CEA, there
will be 10.8 million wearable units expected to ship in 2015
— that is almost 350% year on year growth. Many predict
2015 will be the watershed year of wearables as the category
starts to get its own subcategories: smart watches, fitness
trackers and glassware. One of the turning points for this
adoption is wearables becoming more desirable by being
more fashionable.
Android Awaiting Apple
Whilst attending a number of sessions across the show there
was a key missing player in the room when it comes to the
wearables... Yup, Apple. Known for no longer showcasing at
CES and famous for having staff attending under different
company names, Apple had been predicted to be lauching a
smart watch for a number of years. Its competitors, fed up
waiting have brought out a number of devices over the last 2
years to test the water and hunger for smart watches:
Samsung's 'Gear,' Moto 30 and LG Watch R. There have
been mixed reactions from industry and consumers, all
waiting to see what Apple would do before making the next
move due to Cupertino's success in refining new product
categories. Apple announced back in September it would be
entering the Smart Watch market with Apple
Watch,rumoured to be launching the 1st quarter 2015.
Taking its time to bring out it's product, Apple will shape the
way its competitors go by taking wearable technology and
make it fashionable. The Apple Watch will most likely mark
the adoption of the category by the masses.
Misfit Partner with Swarovski
Misfit is the activity, fitness and sleep wearable tracker that
has a very simple interface and form factor. That's the
combination that has done extremely well the past couple of
years at CES. This year Misfit announced a partnership with
Swarovski—Misfit tech with the Swarovski's iconic brand
design and fashion. This signals a change in target market,
taking very reliable technology with proven benefits to 'early
adopters' and positioning the products from this
collaboration at the fashion and fitness-conscious market, a
much broader and potentially more lucrative market.
“When the Apple Watch is launched it will
have a BIG effect on what is known as a
subcategory becoming a main one. What it
takes is a big player to put a stake in the
ground to get others to follow.”
Jack Cutts - CEA Business intelligence - Wearables
Luxury Wearable tech
Time for Tech to be fashionable
CES20156th-9thJanuary

5. @WilliamEdHarvey5
Weird and
Wonderful
A whole host of weird
and wonderful robots,
drones and
automated
environment were
visible at the 2015
show
Drones, driverless cars, and connected homes...
CES '15 CES saw a spike in the artificial
intelligence space with a number of designated
zones in the exhibition halls. One was able to
explore these interesting new companies and
products coming to market this year.
A drone for you and me
Drones are nothing new, but affordability and
availability is something that is now putting them
in consumer's hands. We saw a number of
interesting developments in that space: the world's
first entirely 3D printed drone (including
integrated circuits) from start up 3D printer
Voxel8. A number of features are now available
on drones. 'Air Dog' allows you to programme
your drone to follow you or fly a preset route.
Unsprisingly, there's a huge increase in concern
over drone regulations and the creation of code of
conduct. This came from the FAA who are
working on updating regulations as we have seen
an increased number of accidents and stunts
involving handling drones inappropriately.
Robots to rule the world?
Robotics is another technology that a few years
ago was seen as very science fiction. This year, we
will really start to see robots entering the home.
Innovators are developing new ways for robots to
see, think and adapt so that they can become more
aware of their surroundings. We saw the show
floor flooded with intelligent, autonomous
machines that can potentially change the way we
live at work, at school, at the doctor’s and at
home. They are connected to the cloud,
controllable by mobile devices and capable of
seeing, hearing, feeling and reacting to the
environment in ways once thought impossible.
This is to be something that will evolve and
develop as a debatable matter of ethics in the
coming years.
Keep on connecting
Unlocking the possibilities of connected homes is
of ever-growing interest, as we start to see
individual connected devices working with one
another. This year we saw a number of security
systems and smart lock releases (including an
affordable tap-to-unlock lock for your front door
and Intel proof-of-concept facial recognition.
Using this device, you won't need your phone to
unlock a door when your hands are full— just
looking at the camera on the wall would do it.
I'll virtually be there
Telepresence and virtual attendance is seeing
increasing investment in technology, thus holding
out the hope of people being in two places at
once. Faster and easier to access internet is already
enabling people to log in via mobile device and
control a movable unit and interact with other
users, rather than having to take an entire day
traveling to attend. The one big barrier is still a
behavioural one, and I personally found it a little
unnerving having a conversation with someone
that wasn't here.
“Although the professional and
commercial market is the largest users
of drones, Consumers are adopting
them fast and need to be educated on
the regulations of using them indoors
and outdoors”
Jim Williams - Unmanned Aircraft integration - FAA
Robots, Drones and Automation
AI comes to consumers
CES20156th-9thJanuary

6. 6
CES20156th-9thJanuary
At this year's show, Ogilvy was out in force on the ground
covering talks and walking the floors of the greatest technology
conference in the world.
Technology entering the consumer market will have a massive
impact on the future of marketing and marketers. It's heralding
a need to focus on a more targeted forms of comms. The sheer
amount of content requires that companies adapt and fully
embrace these new channels of communications now to create
for our brands a more meaningful and synchronised experience
for our consumers
Each day we pulled together all our notes and findings from
and fed them into ogilvydo.com, creating live bitesize
summaries of key info and news from each day. Above are just a
sample of the great content generated across the network
during the conference. To see more check out ogilvydo.com.
Or check out the hashtag #OgilvyCES.
Note from Will
After 4 years of reporting for Ogilvy Labs, 13 trend reports and
20,000 views later, I'm sad to say this will be my last trend
report on behalf of Ogilvy, It has been an honour to translate
the latest tech trends happening into bitesize reports which
hopefully inform and inspire. I hope along the way something
I've shared has been useful and motivational for you and your
clients.
So long and thanks for all the fish!
Will Harvey
#OgilvyCES