CES 2013 - Ogilvy Labs Trend Report
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- 1. 7th-10th JanuaryCES2013Consumer Electronics Show 2013 Ogilvy London Labs findings By Will Harvey@WilliamEdHarveyAs I hope youll all recall (from my last years report!), every January, the worlds tech and innovation community descend upon Las Vegas for 4 days, for the worlds largest Consumer Electronics Show : CES. The event is held in high esteem as a vision into the future of consumers lives, with users becoming ever more connected, social and tech savvy! The event acts as a stage for mini and enormous companies alike to launch their latest, greatest, new & innovative gadgets and widgets. Tech solutions and Screens developments that will continue to change and evolve the way consumers engage with content, in-home, at work and at play. Some scary stats.... : CES is in its 45th year It plays host to 150,000 attendees from 170 Countries There were1.92m. sq. ft of exhibition space 20,000 new products were released in just 4 days CES is therefore the place to be for anyone in the tech, innovation and new media space.1This was my second year representing Ogilvy London Labs. My job: Pick up on the biggest new trends, most innovative potential partners and gain insight into how future consumers will engage with the world around them specically through new technology! This year I was joined by fellow staff member Matt Doherty representing the New York ofce. There was also as A mix of Ogilvy Speakers including Doug Scott, Brandon Berger, Matt and myself. What follows is a compilation of my ndings, trends for 2013, insight into the connected home, new products our consumers may be using and particularly the power of 2nd screen.
2. BIG TRENDSTrends What will be big in 2013 Voice, Gesture and Facial recognitionOur interaction with the devices in our lives through keyboards has been the primary input method since we all rst engaged with computers. That looks soon to change. Consumers evergrowing need to engage with every day technology means huge growth and an increase in consumer demand for constant innovation. This years big focus seemed to be how we can login, type faster and browse more effectively through face, voice and gesture recognition. One company that made big waves this year was Leap Motion. A little device placed on your worktop in front of a Mac or PC which allows you to interact with it through gesturing in the air above the device. Smart CamerasA continuing trend throughout the show, was the release of numerous Smart cameras. The growing popularity of pro-sumer photography and demand for instant sharing with friends and family. With the historical low pixel quality of the last generation smart-phones, there seemed to be a perfect gap in the market. Samsung released their own android powered Galaxy camera with Constant connected feature allowing users to snap, edit and share v. high quality pics from one device on the go very quickly. This creates a fantastic opportunity. This next generation of good quality, live and therefore instantly available content means advertisers could explore this trend : instant user generated content from potential brand advocates within communities.Making a Splash Samsung Galaxy smart camera (left) and Samsungs keynote announcing 4K 85inch TV to the market!2Ask what consumers are expecting to get, then create a service for that expectation Joseph Tripodi -Chief Marketing ofcer -CokeTechnology Hardware from KickstarterWith the growing popularity of Kickstarter and crowd-funded ideas and creativity, the number of start-ups ooding the market means a shift in the consumer electronics market. More small companies can more easily bring their own products to market, to compete with the giant manufacturers. One fantastic example of this is the Valve steam box It has the potential to disrupt the portable gaming market. A low cost portable PC, packed with power easily connectable to most TVs on the market. One to watch! 4KThe biggest buzz of CES 2013 without a doubt, was 4K. Basically 4x the picture resolution quality of HD as we currently know it. The market is about to be ooded by 4K-ready televisions from virtually every major manufacturer. This presents an interesting challenge for our Clients. The understanding of the need, coupled with the desire and ability to produce 4K-ready content to supply this increase in consumer knowledge of and therefore demand for higher picture quality. Prices are prohibitive at the moment but its only a matter of time. 3. NEW PRODUCTSNew Products What our Consumers will be usingPeople dont walk round with a TV in their pocket, but they do have a mobileSamsung YoumThe technology that really stole the focus on true innovation at this years CES was Samsung s Youm exible technology. It allows a full colour display to be curved round an object, say a watch or binder. It is incredibly exible with very high quality display. Samsung says they will begin supplying it later this year. The use of exible display opens up whole new generation of devices moulded to t user needs, perhaps worn on the body and displaying content in multiple ways around curved surfaces. You could easily wrap iconic buildings with 1off exible curved displays overnight to turn them into giant canvases rather then the traditional square box OOH formats. Sony Xperia ZCES is the stage for the years hottest phones. All eyes were on the usual suspects : Samsung, Nokia and Microsoft. Surprisingly, the company that stole the mobile handset of the show was the Sony with Xperia Z! It sports a 5 display using Sonys TV Bravia display tech. NFC comes completely waterproof with a Quadcore processor inside. The processing power packed into this device is the interesting element, moving it into the space of Superphones, putting the power of a desktop PC in the pocket of users. This opens up new possibilities for more powerful and impactful mobile campaigns and more sophisticated onthe-go engagement, traditionally restricted to the home PC as a channel.Keith Weed - Chief Marketing & Communications Ofcer - UnileverEverything is now connected, its not a question of Is our customer connected? Josh Silverman - U.S Consumer Services -American ExpressPebble smartwatchLeading up to CES there was a lot of talk around the space of wearable technology being a big focus this year. The Pebble smartwatch made a big splash in this space. Pebble is a Kickstarter funded smartwatch that sports An e-paper display that can pair with your iOS or android device. It allows users to see Caller id, notications, control music and track sporting movements all on their wrist. The element that is most interesting is the open source app. development. There are endless possibilities for brands to create companion applications between mobile devices and a users watch. Helmanns might for example create an app with user downloads. On arriving home, it delivers a daily recipe of howDisplair Projecting on airTouch what you see The Dislpair takes a range of inputs and displays them using a water vapour display, and is gesture interactive.3This year one surprise technology really stood out to me as part of the Eureka park : Displair. Displair is a Russian based start-up that really made an impact on the show oor. It is a technology that produces a thin steady upward blowing vapour wall , back projected and with multiple gesture recognition! The translucent display created a very engaging piece of theatre but also provided very accurate gesture recognition. For an emerging technology, the quality of the imageto use ingredients straight to the users hand, freeing the other up to cook! HapiforkContinuing the trend this year of connected devices was the surprise sensation of CES - the Hapifork. It monitors your eating habitats from how fast and how often & with its built-in vibrator and LED indicator, helps you eat slowly, lose weight and feel great. This might be developed into a perfect partner for any of our health brands in the digital health sector now worth 6.7Tr. a year worldwide and climbing. Few problems to iron out, an develop further but interesting insight and food for thought......and various compatible apps that it works with is stunning! The experience with the technology is the really interesting element. You can completely put your hand through the display, and it has a holographic feel - very exciting. They are currently producing 26 retail units (image left) but they can produce large custom set-ups for events and installations.This could be used as a key part of a large scale experiential event, and give great impact, with users able to walk through the display and interact with the content using different body parts. 4. CONNECTED HOMEWe interact with innovative technology through our daily lives, the home is the dumbest part of that ... for now.... Will.i.am - Director of Creative Innovation - IntelThe Connected HomeHomes are about to get a whole lot smarter Throughout the whole of CES there was one trend that kept on resurfacing, from speakers, exhibitors and visitors alike, they were all talking about the connected home! As everyday consumers lives becomes more enabled through use of connected devices, users are able to control their lives from social interactions, sharing of opinions and consuming media on the go. This drives expectation that everything in their daily life can interact and be synched and controllable at a touch of a button. The home is the one space that has lagged behind with this trend. This years show featured a multiple demonstrations of how a home connected eco system could work. Big brands like LG, Samsung and Panasonic each demonstrated how their connected eco system was the best! The home of the future is coming fast with lots of exciting possibilities; the growth of smart appliances such as fridges, digitally unlock-able doors, the old classic - robot cleaners, but also connected light bulbs and remotely controlled washers. This continuing trend wil