CES 2015: marketing notes
After 2 weeks of vacation and relaxation on the beaches of Maui, I returned to face the new year in Las Vegas for the Consumer Electronics Show. Returning for the third year in a row, I was at least prepared for the 3 days of intensity. I spent most of my time walking the floors and interviewing colleagues for a video we will be launching hopefully next week. I had comfortable shoes, avoided the harsh hangovers (fewer drinks and earlier to bed), and enjoyed breaks in the outdoors with sunlight as much as possible.Almost everyone I interviewed had difficulty identifying any new real themes or breakthrough technologies. This year was an evolution of smarter and more connected products and experiences. The Wearable section which was in its nascency two years ago now is a huge category and filled an entire convention area space. I saw so many smart watches and quite a few smart glasses, it was challenging to determine which product will ultimately succeed. After 3 days, here are the themes myself and the team identified:
CES TRENDS 2015
1. New MobilityNew ways of getting around, moving and managing space. Through drones, electric scooters, autonomous cars, robotic helpers and automatic bikes.Implication: new opportunities to reach people on the go – from the sky, in the car, while biking, or at airports through digital connectivity2. Responsive EnvironmentsReactive screens, smart tvs, interactive interfaces, visual projections. Smart homes with embedded sensors everywhere that respond to movement, sound, touch, or temperature. Implication: real behaviors and data can be captured to optimize experiences, product is more than hardware but also software and surrounding spaces, multi-screen behaviors3. Alternate and Enhanced RealitiesFrom Virtual Realties to Augmented Realties, 3d, immersive experiences that blend physical and digital worlds to enhance life. Implication: its beyond one channel, but an immersion of all senses to bring events, products to life in new ways – and it goes beyond gaming – to travel exploration, shopping, etc.4. Custom Connectivity and CreativityFrom wearable devices (watches, glasses, appliances) that let you access you own personal ecosystem of content to 3d printers that let you design your own food, clothing, products – its all about consumer expression and control. Implication: co-creation, user collaboration and contextual relevancy - messaging that is personalized and responds to you. Selfie Generation.5. Content as CurrencyFusion of content with technology to connect to people’s passions points - higher fidelity forms, 3-D, 4k, Live streaming, user-created, and across multiple platformsImplication: quality and distribution of content as differentiator, storytelling and narratives essential