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@CES 2014
the #wearable #connectable #printable future
Bonus Inside:
See the
12 Principles
of CES!

David Berkowitz
Chief ...
What you‟ll find inside
• Overview of CES 2014
• The 12 Principles of CES
• Parsing #CES buzz
• Show highlights:
– An endl...
Overview of CES 2014
“The new world order is
complete collaboration,
and CES is a great
showcase for that.”
-

Carolyn Everson,
Facebook
We saw, learned, and experienced a lot at CES
Want all our highlights? Check our collaborative
Pinterest board
Yes, it is also a 150,000 person party
The speakers keep getting bigger
Demo Day: 8 startups presented about beacons,
3D printing, mobile marketing, and more
The Innovative-Applicable matrix assesses what is
truly groundbreaking, and what matters to marketers
Useful

Applicable

...
The 12 Principles of CES
1) Every device should be able to connect to other
devices, and the cloud
2) Every surface can be a screen
3) Sensors are getting small and cheap enough that it will
be cost effective to incorporate them into practically every
ki...
4) Your car can drive and park itself
5) Your car is another connected home
6) Your home and your car have operating systems
7) Your home and car operating systems will soon have
app stores more robust than what you have today on your
phone
8) Wearable technology will scale when the emphasis
shifts from technology to fashion
9) 3D printing has expanded well beyond plastics to
ceramics, metals, food, and even human organs
10) Within the next 5 years, 3D printers will be cheap
enough that they expand from to the mass market, with
the „toner‟ c...
11) Within the next 5 years, mass market 3D printers will
be able to print common household goods, of the same
quality tha...
12) TVs will always get bigger and thinner. The quality of
the screens will always outpace the content available.
It‟s an ...
The 12 Principles of CES
1.

Every device should be able to connect to other devices, and the cloud

2.

Every surface can...
Parsing #CES Buzz
“Innovation is
applied insight.”
-

Howard Lieberman,
Silicon Alley Innovation Institute
“Global scale
powered by human
insight is what wins
in 2014.”
-

Michael Kassan,
Media Link LLC
Samsung tops 4K buzz, but Sony hogs CES limelight
Parsing CES buzz: why did some trends pop?

T-Mobile CEO who
crashed AT&T party
Looking ahead
to February
Ubiquitous
prese...
What‟s behind the buzz?

Overhyped

CES
mainstay
New &
important
Flubbed
keynote
WWE pummels PR competition
It‟s not a show for the faint of heart
Top posts shared are all about the cars
An endless catwalk of
wearables
Reebok heads into wearable tech with a sports safety
goal, alerting coaches about dangerous head hits
Pebble Steel steals CES
“It‟s telling that the most impressive wearable at CES for me was a
mostly aesthetic iteration of ...
Fitbit has larger than life presence at CES as one of
the most successful wearables to date
Fitbit, mirroring Pebble, sees wearable tech as
fashion, and partners with Tory Burch for accessories
Can you guess which pair of glasses sports a digital
screen and camera?
Glasses through the ages: so many failed attempts
that get closer to a vision of the future
Sensors in baby clothing alert changes in breathing,
temperature, and position
Intel-backed Mimo Baby onesie hints to broader focus
in better baby tracking
Not up for a onesie? Owlet‟s Vitals Monitor is a
souped up sock already on sale
The Connectosphere
where any device can connect to another,
and to the cloud
2014: year of the connected doorbells and doorknobs
Pets can have their fitness monitored too
Mother and her Cookies cook up new uses for sensors
Mommy Tech: 2050‟s just like 1950
“…CES takes the more antiquated, sexist view that co-parenting isn‟t
actually a thing, a...
Smart sporting goods monitor and optimize your game
Adaptable, easily programmable sensors can monitor
your home (CubeSensors)
Smart toothbrushes track brushing behavior and
encourage you to beat your best „score‟
Guardian Bear, Therapy Seal find more kid-friendly
ways to collect vital signs
3D Printing
3D printing extends to chocolate
3Doodler: 3D printing meets the glue gun
Makerbot announces new printers, and promotes its
digital store to buy fun 3D printed goods
Beep Beep, Beep Beep,
Yeah
Whatever the concept, the future of the car is connectivity
CES concept cars do make it one of the hottest auto
shows, and this carbon fiber car pic was the most shared
shot of CES
Audi spotlights a new car design with far-reaching
headlights
BMW touts hands-free driving
Audi, GM, Honda, Hyundai join Google in supporting
Android-centric Open Automotive Alliance
Intel Edison: computers keep shrinking, enabling next
gen wearable, connectable devices
Gaming
It was a rough CES
Anki Drive: humans control cars with iPhones,
computers control cars with artificial intelligence
Oculus Rift finally brings augmented reality past
Disclosure level of immersiveness
Sony touts its knockout hit with PS4
Robot pals may soon have minds of their own
(meet the WowWee MiP)
Gesture, eye control attempt to further shake up
gaming
What doesn‟t matter
What doesn‟t matter?
At every CES, a lot of what gets the most buzz isn‟t that important for
consumers or marketers.
For i...
Not all change is revolutionary
Airtame wins Engadget‟s Best Startup –
though Google Chromecast has major leg up
Everything is 4K! Okay, so screen resolutions keep
improving. Maybe some people will look up from their
tablets and smartp...
No, people won‟t be paying by having a cash register
taking their pulse (though someone built the tech)
Real TVs have curves.
So they‟re harder to hang on the wall?
3D theater… we‟re all suckers for it
Yahoo keynote announces ad platform, Tumblr
integration. Weekend Update more newsworthy
Blue Man Group? Arrested Development reference?
I have no idea
Resources
Further reading
• The Story of CES as Told by Tweeted Cries for Help (Digiday) • This is the Real CES (The Verge) - Engadg...
THANK YOU
David Berkowitz
Chief Marketing Officer, MRY
david.berkowitz@mry.com
@dberkowitz / @mry
www.mry.com
www.marketer...
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CES 2014 Review: 12 Principles & What Matters for Marketers

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What matters at CES? Wearables? 4K? 3D? Connected Devices? 3D P

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CES 2014 Review: 12 Principles & What Matters for Marketers

  1. @CES 2014 the #wearable #connectable #printable future Bonus Inside: See the 12 Principles of CES! David Berkowitz Chief Marketing Officer, MRY david.berkowitz@mry.com @dberkowitz / @mry www.mry.com
  2. What you‟ll find inside • Overview of CES 2014 • The 12 Principles of CES • Parsing #CES buzz • Show highlights: – An endless catwalk of wearables – The Connectosphere – 3D printing – Beep beep, beep beep, yeah! – Gaming • What doesn‟t matter • Resources
  3. Overview of CES 2014
  4. “The new world order is complete collaboration, and CES is a great showcase for that.” - Carolyn Everson, Facebook
  5. We saw, learned, and experienced a lot at CES
  6. Want all our highlights? Check our collaborative Pinterest board
  7. Yes, it is also a 150,000 person party
  8. The speakers keep getting bigger
  9. Demo Day: 8 startups presented about beacons, 3D printing, mobile marketing, and more
  10. The Innovative-Applicable matrix assesses what is truly groundbreaking, and what matters to marketers Useful Applicable Breakthrough Underwhelming Exciting Innovative
  11. The 12 Principles of CES
  12. 1) Every device should be able to connect to other devices, and the cloud
  13. 2) Every surface can be a screen
  14. 3) Sensors are getting small and cheap enough that it will be cost effective to incorporate them into practically every kind of product and package within the next several years.
  15. 4) Your car can drive and park itself
  16. 5) Your car is another connected home
  17. 6) Your home and your car have operating systems
  18. 7) Your home and car operating systems will soon have app stores more robust than what you have today on your phone
  19. 8) Wearable technology will scale when the emphasis shifts from technology to fashion
  20. 9) 3D printing has expanded well beyond plastics to ceramics, metals, food, and even human organs
  21. 10) Within the next 5 years, 3D printers will be cheap enough that they expand from to the mass market, with the „toner‟ costing more than the printer
  22. 11) Within the next 5 years, mass market 3D printers will be able to print common household goods, of the same quality that consumers would expect from local stores
  23. 12) TVs will always get bigger and thinner. The quality of the screens will always outpace the content available. It‟s an arms race ad infinitum
  24. The 12 Principles of CES 1. Every device should be able to connect to other devices, and the cloud 2. Every surface can be a screen 3. Sensors are getting small and cheap enough that it will be cost effective to incorporate them into practically every kind of product and package within the next several years. 4. Your car can drive and park itself (and far better than you can drive and park it) 5. Your car is another connected home 6. Your home and your car have operating systems 7. Your home and car operating systems will soon sport app stores far more robust than what you have today on your phone 8. Wearable technology will scale when the emphasis shifts from technology to fashion 9. 3D printing has expanded well beyond plastics to ceramics, metals, food, and even human organs 10. Within the next 5 years, 3D printers will be cheap enough that they expand from the hobbyist market to the mass market, with people paying a nominal amount for the printer and more, over the course of its use, for the „toner‟ – whether plastics or other materials 11. Within the next 5 years, mass market 3D printers will be able to print common household goods, of the same quality that consumers would expect from local stores 12. TVs will always get bigger and thinner, with the picture more captivating. The quality of the screens will always outpace the content available to take advantage of that quality. It‟s an arms race ad infinitum
  25. Parsing #CES Buzz
  26. “Innovation is applied insight.” - Howard Lieberman, Silicon Alley Innovation Institute
  27. “Global scale powered by human insight is what wins in 2014.” - Michael Kassan, Media Link LLC
  28. Samsung tops 4K buzz, but Sony hogs CES limelight
  29. Parsing CES buzz: why did some trends pop? T-Mobile CEO who crashed AT&T party Looking ahead to February Ubiquitous presence there This wasn‟t even bigger? Overhyped Christopher Lloyd is back! Meet your overlords
  30. What‟s behind the buzz? Overhyped CES mainstay New & important Flubbed keynote
  31. WWE pummels PR competition
  32. It‟s not a show for the faint of heart
  33. Top posts shared are all about the cars
  34. An endless catwalk of wearables
  35. Reebok heads into wearable tech with a sports safety goal, alerting coaches about dangerous head hits
  36. Pebble Steel steals CES “It‟s telling that the most impressive wearable at CES for me was a mostly aesthetic iteration of an existing product. The Pebble Steel is the Pebble I always wanted to begin with.” - TechCrunch
  37. Fitbit has larger than life presence at CES as one of the most successful wearables to date
  38. Fitbit, mirroring Pebble, sees wearable tech as fashion, and partners with Tory Burch for accessories
  39. Can you guess which pair of glasses sports a digital screen and camera?
  40. Glasses through the ages: so many failed attempts that get closer to a vision of the future
  41. Sensors in baby clothing alert changes in breathing, temperature, and position
  42. Intel-backed Mimo Baby onesie hints to broader focus in better baby tracking
  43. Not up for a onesie? Owlet‟s Vitals Monitor is a souped up sock already on sale
  44. The Connectosphere where any device can connect to another, and to the cloud
  45. 2014: year of the connected doorbells and doorknobs
  46. Pets can have their fitness monitored too
  47. Mother and her Cookies cook up new uses for sensors
  48. Mommy Tech: 2050‟s just like 1950 “…CES takes the more antiquated, sexist view that co-parenting isn‟t actually a thing, and moms are, for the purposes of this show, positioned squarely in the kitchen with a baby monitor on the counter and a toddler with an iPad on the floor. Literally. The largest booth in the zone is a kitchen/dining room/laundry room, courtesy of Whirlpool.” - VentureBeat
  49. Smart sporting goods monitor and optimize your game
  50. Adaptable, easily programmable sensors can monitor your home (CubeSensors)
  51. Smart toothbrushes track brushing behavior and encourage you to beat your best „score‟
  52. Guardian Bear, Therapy Seal find more kid-friendly ways to collect vital signs
  53. 3D Printing
  54. 3D printing extends to chocolate
  55. 3Doodler: 3D printing meets the glue gun
  56. Makerbot announces new printers, and promotes its digital store to buy fun 3D printed goods
  57. Beep Beep, Beep Beep, Yeah
  58. Whatever the concept, the future of the car is connectivity
  59. CES concept cars do make it one of the hottest auto shows, and this carbon fiber car pic was the most shared shot of CES
  60. Audi spotlights a new car design with far-reaching headlights
  61. BMW touts hands-free driving
  62. Audi, GM, Honda, Hyundai join Google in supporting Android-centric Open Automotive Alliance
  63. Intel Edison: computers keep shrinking, enabling next gen wearable, connectable devices
  64. Gaming
  65. It was a rough CES
  66. Anki Drive: humans control cars with iPhones, computers control cars with artificial intelligence
  67. Oculus Rift finally brings augmented reality past Disclosure level of immersiveness
  68. Sony touts its knockout hit with PS4
  69. Robot pals may soon have minds of their own (meet the WowWee MiP)
  70. Gesture, eye control attempt to further shake up gaming
  71. What doesn‟t matter
  72. What doesn‟t matter? At every CES, a lot of what gets the most buzz isn‟t that important for consumers or marketers. For instance, ever since high definition televisions debuted and became mass market devices, the next generations of 3D, OLED, and 4K TVs have failed to excite people to make upgrades in the same way, as gorgeous as those newer screens are. Here are a few examples of technologies, products, and announcements that got plenty of buzz but are evolutionary at best and won‟t change consumer behavior anytime soon.
  73. Not all change is revolutionary
  74. Airtame wins Engadget‟s Best Startup – though Google Chromecast has major leg up
  75. Everything is 4K! Okay, so screen resolutions keep improving. Maybe some people will look up from their tablets and smartphones long enough to notice.
  76. No, people won‟t be paying by having a cash register taking their pulse (though someone built the tech)
  77. Real TVs have curves. So they‟re harder to hang on the wall?
  78. 3D theater… we‟re all suckers for it
  79. Yahoo keynote announces ad platform, Tumblr integration. Weekend Update more newsworthy
  80. Blue Man Group? Arrested Development reference? I have no idea
  81. Resources
  82. Further reading • The Story of CES as Told by Tweeted Cries for Help (Digiday) • This is the Real CES (The Verge) - Engadget‟s Best of CES • Best of CES (VentureBeat) • Top 10 Trends of CES (VentureBeat) : • Why CES Lacked a Big Bang – (Ad Age, by David Berkowitz) • Keyhole Real-Time Trend Tracker for CES (Keyhole) • CES Still Matters but Shadow CES Matters Even More (Time) • Collaborative Pinterest Board Covering CES 2014
  83. THANK YOU David Berkowitz Chief Marketing Officer, MRY david.berkowitz@mry.com @dberkowitz / @mry www.mry.com www.marketersstudio.com

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