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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
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
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.
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
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
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
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
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.
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?
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
Group CES pinboard - http://www.pinterest.com/dberkowitz/ces-2014-consumer-electronics-show/
MashBashCES
Michael Bay image – Pop Culture Maven - http://www.popculturemaven.com/oddsends/michael-bay-meltdown-at-ces/Dick Costolo, TwitterMaurice Levy, Publicis Groupe
ChatID – www.chatid.com Crowdtap – www.crowdtap.com NewAer – www.newaer.com Nomi – www.getnomi.com Poptip – www.poptip.com Pretty in my Pocket – www.prettyinmypocket.comShapeways – www.shapeways.com Zoove – www.zoove.com
Image – Wired via Livio Radio http://www.wired.com/images_blogs/autopia/2012/09/Livio-Connect-new.jpghttp://www.wired.com/autopia/2012/09/connected-car-innovation/
Via TechCrunch - http://techcrunch.com/2014/01/08/announcing-the-finalists-for-hardware-battlefield-atlas-wearables-blaze-cube-sensors-and-owlet-baby-care/http://www.owletcare.com/purchases.php
Not just connected devices, connected home, connected car, etc – everything is connected, sensors in everything
Skybell, Unikey (images: David Berkowitz)Doorbot – via Pocket-lint - http://www.pocket-lint.com/news/126305-doorbot-the-wi-fi-doorbell-that-rings-your-phone-when-someone-s-at-your-door
Endgadget best of - http://www.engadget.com/2014/01/09/best-of-ces-2014-awards-winners/$222 for Mother and 4-pack of Cookie sensors. Seems like a lothttps://sen.se/
Open Automotive Alliance - http://www.openautoalliance.net/Android logo - http://www.heavy.com/tech/2013/05/top-10-best-android-apps-of-may-2013/More from USA Today - http://www.usatoday.com/story/money/cars/2014/01/06/reviewed-google-android-cars/4339881/
http://www.engadget.com/gallery/intel-edison-at-ces/2134748/#!slide=2134748Image via Intel / Twitter - https://twitter.com/intel/status/420653169023401984
http://www.theverge.com/2014/1/10/5277618/the-verge-awards-the-best-of-ces-2014Oculus Rift wins Best of the Best… if only normal people wanted to consume media like thisEngadget - http://www.engadget.com/2014/01/09/best-of-ces-2014-awards-winners/
Engadgethttp://www.engadget.com/2014/01/09/best-of-ces-2014-awards-winners/ ButIndiegogo price is $90 – 3x Chromecast. And Chromecast keeps improving
Pulse Wallet
LG
New media properties built using Tumblr… and an ad platform most people would have assumed existed already? No, not newsworthyhttp://mashable.com/2014/01/07/marissa-mayer-yahoo-advertising/http://rack.3.mshcdn.com/media/ZgkyMDE0LzAxLzA3LzFjL1NOTHlhaG9vY2VzLmI3YTMzLmpwZwpwCXRodW1iCTg1MHg1OTA-CmUJanBn/5a43c8fd/551/SNL-yahoo-ces-2014-1.jpgBut… Yahoo’s acquisition of Aviate does indicate a future of a more personalized, responsive home screenhttp://venturebeat.com/2014/01/07/let-the-2014-acquisition-spree-begin-marissa-mayer-reveals-yahoos-acquisition-of-aviate/