CES 2015 - Ogilvy Labs Trend Report
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Consumer Electronics Show Ogilvy Labs Report By William Harvey @WilliamEdHarvey
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 whos 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.
4 day conference 170K attendees with 45K being international250K tweets 20K new products launched2.2 million sq. feet of floorspace3.5K exhibitors
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
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'