Ipsos-IOTX Austin Futures Group and UPSTREAM Design Innovation teams take a look at this years 2012 International CES, pre-show the show to share trend observations, technology examples and recommended panels and exhibits for those attending.

1. 2012
Consumer
Electronics
Show
Trend Guide
IMPLICATIONS
FOR MARKETERS,
TECHNOLOGISTS
& RESEARCHERS
An Ipsos Open Thinking Exchange Report
January 6th, 2012

2. Ipsos is a global market research company and an
independent company ranking fifth among global
research companies.
Ipsos is committed to working with clients to identify
the right solutions to their specific challenges.
We specialize in six areas of research: advertising
research; marketing research; media, content and
technology research; loyalty, quality and customer
relationship management research; opinion polls and
social research; and survey management, data
collection and delivery. Our industry specialization
model means we have an intimate understanding of
your brands, your consumers and your marketplace.
The Ipsos Open Thinking Exchange is the innovation
and technology hub of a global research network.
Based in LA, Austin, New York, London and locations
worldwide, The Ipsos Open Thinking Exchange takes a
multi-disciplinary approach to business issues. Teams
of researchers, strategists, technical engineers and
design architects work hand in hand with our clients
and their customers. We immerse you in your
customers’ world and keep them engaged in yours.
Upstream is a brand and innovation consultancy that
empowers leaders to innovate more effectively and for
businesses to reach new targets, achieving sustained
growth. By providing innovation frameworks,
actionable insight, structured co-creation and a design
centered point-of-view we bridge the gaps of technol-
ogy, product design and marketing to spark innovation.
Our DNA emanates from the worlds of executive
management, technology design, brand strategy,
marketing and research with special skill sets across
sectors. We specialize in the application of world-class
expertise to solve diverse real-world business
problems, ranging from the design of brands and
business strategies to the design of products,
services and digital systems. We’re solution
agnostic. We understand that business outcomes are
best achieved through holistic solutions that serve and
solve problems of consumers.
Upstream exists to help business leaders manage a
increasingly disrupted marketplace, design new
innovations and bring functional teams together to
execute most efficiently across their brand ecosystem.
We collaborate exclusively with organizations that
demonstrate; a need to grow, consistent investment
toward innovation with an internal executive champion
for change.

3. AUTHORS AUTHORS
Andy Hunter
Andy Hunter
Andy’s experience spans the marketing and communication spaces working for the world’s
leading fortune 500 spans the marketing communication space working for the world’s
Andy’s experience brands. He focuses on brand innovation, emerging technologies and
integrated systems design. He is the former founder of GSDM’s connections planning and
leading fortune 500 brands. He focuses on digital innovation, web marketing and integrated
digital strategy practices and former lead engagment strategist for clients including BMW,
communication strategy. He is the former founder of GSDM’s connections planning and
Walmart, American Express, PWC Consulting and Sears.
digital strategy practices.
He also serves as an advisor to several new media and technology startups concentrated in
He also serves as an advisor to several new media and technology startups concentrated
in the online video, social networking and integrated communications space. He is a past
the online video, social networking and integrated communications space. He is a past
speaker-moderator at events including MIT’s Future of Entertainment, SXSW Interactive
Advidory Board and at events including MIT’s Future of Entertainment,SXSW Interactive and
speaker-moderator Digital America with ongoing contributor-collaborator status within
PSFK.com’s Thewith ongoing contributor-collaborator status within PSFK.com’s The Purple
Digital America Purple List.
List, the Society of Word of Mouth and the Plannersphere.
Jeff Mulhausen
For over 12 years, Jeff has built a reputation as a leader in the design and innovation in-
dustry. He was again selected as a judge for the 2012 CES Innovations Awards where he
evaluated entries in computer hardware, gaming and mobile apps. He is the former Vice
Chair of Central Texas Chapter of the Industrial Designers Society of America (IDSA). He is
listed on over 10 patents, and his work has been widely recognized. Jeff has been awarded
more than 15 national and international design awards including IDEA/BusinessWeek, ID
Magazine, Consumer Electronics Show, RedDotAward (Germany), and a Good Design
Award (Japan). Jeff has worked with leaders on projects ranging from portable electronics
to children’s games with clients such as Igloo, Microsoft, Dell, PetSafe, Coleman, Hasbro,
Wyse, Polycom and AMD. He lectures on design and innovation at the University
of Texas business school. Jeff’s work has been exhibited at the Austin Museum of
Art, and the Cooper-Hewitt National Design Museum in New York City. lbu
Upstream exists to help business leaders manage a
Jerry Courtney
Jerry Courtney
Jerry’s approach to digital is based in a simple three part mantra - understand why people
do what they do, figure out how to help them do it and learn how to help them better next
time. This consumer-centric approach has served him well in his 15 years of experience in
connecting business, technology and marketing strategies. Jerry was a pioneer at the end
of the last millenium, building one of the largest digital media practices in advertising. He
has guided frequent first-to-market work across all digital platforms for clients such as:
AT&T, BMW, Walmart and Southwest Airlines. Moving into the marketer’s seat, he has lead
holistic touchpoint strategy at Target Corporation, synthesizing everything from database
marketing to national television for the brand, as well as playing an integral part in monetiz-
ing the company’s media assets and assessing the efficacy of the corporate media mix.
Paul Noble-Campbell
Paul
Paul Noble-Campbell is an Industrial Designer, who creates opportunities through design
Paul Noble-Campbell is an Industrial Designer, who creates opportunities through design
that makes organizations, people and society thrive. He creates rich brand experiences
by blending organizations, people and society thrive. He creates rich brand experiences by
that makes a human-centric approach with his diverse experiences. Paul’s collaborative
leadershipahas guided multi-national clients through hundreds of initiatives resulting in the
blending human-centric approach with his diverse experiences. Paul’s collaborative
design of products spanning a diverseclients of industries such as consumer electronics, the
leadership has guided multi-national range through hundreds of initiatives resulting in
healthcare,products spanning a diverse range of industries such as equipment,electronics,
design of house wares, furniture, sports equipment, toys, industrial consumer and con-
sumer products. Paul’s international experience was gained at design consultancies in Aus-
healthcare, house wares, furniture, sports equipment, toys, industrial equipment, and
tralia (at Form Australia), Hong Kong (at Zoo Design) and in the USA (at Astro Studios and
consumer products. Paul’s international experience was gained at design consultancies in
as Director of Design Strategy at M3 Design). Paul’s work is permanently exhibited at the
Cooper-Hewitt Design Museum andKong (at Zoo Design) for accruing numerous patents
Australia (at Form Australia), Hong has been responsible and in the USA (at Astro Studios
for his clients. He presented at the at M3 Design). Paul’s work isDesign conference in 2011.
and as Director of Design Strategy inaugural Human Centered permanently exhibited at the
Cooper-Hewitt Design Museum and has been responsible for accruing numerous patents for
his clients. He presented at the inaugural Human Centered Design conference in 2011..

4. ABOUT CES:
Established over 40 years ago, the yearly Consumer Electronics Show brings together consumer technology brands and product manufacturers together to
showcase next generation innovations to the world. Television, computer, gaming & entertainment, mobile phone, automotive, home automation, personal
electronics and product accessories converge across miles of convention space in an overwhelming and exhilarating display of what’s now and what’s next.
Prominent brands including Ford, Disney, Intel, Dell, Microsoft, Google, Motorola, Sony, Nintendo, Electronic Arts participate with over 48,000 Exhibitors and
more than 140,000 attendees from 140 countries. The International CES is owned and produced by the Consumer Electronics Association (CEA), the preemi-
nent trade association promoting growth in the $186 billion U.S. consumer technology industry. CEA represents more than 2,000 corporate members involved
in the design, development, manufacturing, distribution and integration of consumer electronics products. All profits from CES are reinvested into industry
services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.
2012 DISRUPTORS:
The International CES 2012, as it does every year, will present an enormous array of gadgets, technology innovations and a feeding frenzy of consumer elec-
tronics commerce.
But looking above the fray of the convention floors, we expect several disruptors to shape the macro trends of the coming years. Major technology and con-
sumer behavior shifts are emerging that are changing the business of consumer electronics, media and entertainment and digital-online media. As social and
mobile adoption mainstreams for consumers and marketers, new platforms, technology and media will emerge shaped by these fundamental disruptors:
APPIFICATION: UNIVERSAL ACCESSIBILITY:
The term "product" is evolving as mobile, online and Technology, media and entertainment companies are
tablet applications open up a new markets for finally unlocking content portability for
entrepreneurs, brands and businesses to create new consumers, so ownership and access of media can
services, utility and enhancements to existing happen anywhere on any device in many forms. Once
products. thought to be a barrier to success for the media
industry, open and integrated content platforms are
leading to smarter strategies to own media ecosys-
tems with content, devices, online media and valuable
data assets to monetize. Technology devices will also
become more accessible, with low cost of entry of
tablets, ultrabooks and feature rich mobile devices for
middle and low income consumers.
POST-SOCIAL WORLD: GAMIFIED VALUE:
Social media and social networks, having reached Privacy concerns abound in a world where so much
mainstream, become less of a point of focus and behavior happens in the digital space and new
integrate into consumer and marketer toolbox. New predictive and analytic technologies can understand
space races will emerge from combined social, mobile, personal behavior in new ways. However, as laws and
local and digital enabled products that are accessed standards come into place for data privacy and trust-
in new ways via tablets, ubiquitous smartphones and ed data centric brands emerge, some of these fears
portable ultrabooks. will erode. As part of this, people will increasingly be
willing to give up even more personal information to
brands and online services for the return of rewards,
social currency and “gamified” value.
UBIQUITOUS CONTENT & DATA: CLOUD TECHNOLOGY & MOBILE:
Data is everywhere and content can be accessed in The coming years will see a major shift of how
multiple forms. This overwhelming choice and technology and data is stored and accessed. Where
abundance of invisible data collection is presenting processing power and media storage once was
opportunities and obstacles for people and brands to primarily housed on local hard-drives and servers,
filter thrugh clutter to get better information, more most of this data will shift to wirelessly accessed
product and service relevance, and new social networks that store content and data invisibly,
connections while retaining trust in providors and a automatically in large, enterprise driven server farms
promise of privacy. of Google, Amazon, Apple, Microsoft and Facebook.
Over time, these server farms may translate to insight
mines that store valuable, anonymous data the indi-
viduals, marketers and institutions will want to
understand and access.

5. Personal biometrics QUANTIFIED SELF &
M-HEALTH
and digital enabled Financial professions, digital marketers and healthcare enterprises may have
behavior analysis
been the first to actively track and analyze behavioral-lifestyle data. However,
as self tracking digital technologies, online data aggregators, augmented
apparel enable advanced user analytics for individuals, that act of active data
collection and persoinal metrics will become the next big thing.
will increasingly The first sectors to apply novel apps and devices for discreetly managing life
and health more productively are already catching fire with self analysis tools
let consumers
like Fitbit and JawboneUP. Research company Technavio predicts that the
global mobile health applications market will reach USD 4.1 billion by 2014, up
from USD 1.7 billion in 2010.
discreetly track and
You’ll see solutions for diagnosing, monitoring and treating a variety of
illnesses - from obesity to asthma, from poor vision or hearing to high blood
pressure. Seemingly disparate data points like work activity, commuter data,
manage their lives
financial transations and calendar data will be compared to understand effects
on health and achieve new understanding of ones self. This data tracking will
create new benefits individuals. It will also intensify the privacy concerns and
more effectively.
scrutiny of cloud services that support the system of personal data storage.
Need further proof? Apple’s App Store currently offers 9,000 mobile health
apps (1,500 cardio apps, 1,300 diet apps, 1,000 stress and relaxation apps,
and 650 women’s health apps). By mid-2012, this number is expected reach
13,000 (Source: MobiHealthNews, September 2011).
Collecting, sharing, tracking and optimization of oneself is a major trend for
UPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE 2012. Look for this trend to extend into other sectors throughout the year.
WITHINGS FORD MOTORS
Booth: Booths:
North - 3521 GL-4,
www.withings.com North - 2230
www.ford.com
Withings’ Blood Pressure Monitor plugs into an iPad, iPhone or iPod October 2011 saw US automotive company Ford demonstrate three
Touch and takes the user’s blood pressure. Data can be sent directly to a apps offering in-car health monitoring. The sample apps use Ford’s
doctor or published (confidentially) on the Web. SYNC Applink software to enable drivers to access certain mobile health
apps while driving to keep track of chronic conditions such as diabetes,
Also look for their Wi-Fi enabled scales which can measure both weight asthma and hay fever.
and fat mass and upload the data to a web portal.
What does all of
this data mean and CES PANEL
Data Liberation: Making
Booth: how are we going Health Data Intelligible for the
LVCC, North Hall to manage the Consumer
info? Hear from January 11, 2012 11:35
CES Panel: companies making AM - 12:25 PM
Data Liberation data digestible, fun
LVCC, North Hall N250
January 11, 11:35 AM and something we
North Hall N250 can act on.
AT&T announced in October that it will begin selling clothes embedded
with health monitors, able to track the wearer’s vital signs (including heart JAWBONE
rate and body temperature) and upload them to a dedicated website. www.jawbone.com/up
According to AT&T, apart from its sports based applications, these bio-
monitoring clothes line will also be uniquely beneficial for a range of uses
including fire fighters, policemen and even military personnel. Above all,
the health tracking clothes are expected to greatly entice the interest
of the senior citizens, where in they will have the freedom of wearing
health monitors in a more fashionable way.
The B1 Basis Band is a Released in November 2011, Jawbone’s Up is a wristband personal
watch-like wellness aid BASIS tracking device that tracks a user’s moving, eating and sleeping patterns.
includes optical blood The device syncs with an iPhone app, and users can set the device to
Booth: vibrate when they have been inactive for a period, compete against
flow and galvanic skin
sensors to track your North - 3632 friends and even earn real life rewards for completing activity challenges.
pulse rate, calorie burn- www.mybasis.com LOOK OUT FOR IN 2012
rate and sleep patterns. Startup Misfit Wearables raised funding to launch a wearable product
focused on helping control a chronic condition by the end of 2012.
Investors include John Sculley, former CEO of Apple.

6. New natural GESTURAL INTERFACES
& AUGMENTED REALITY
interfaces based Augmented reality may have become an attention getter in the marketing
on movement will
world in 2011, but new computer interfaces and augmented screens will reach
a tipping point in 2012 as touchscreen, mobile sensing and accelerometer
innovations go mainstream. New Natural User-Interfaces (NUI’s) will allow
allow more intuitive
more intuitive control of computer applications, manipulation of digital
content and information. Bridged to local data and online content, these new
interfaces use people’s movements and gestures to create a bridge between
the real world and the digital world.
control of tech, Progressive consumer electronics companies (Microsoft Xbox, Google, Apple,
and Nintendo) have realized the importance of making the products around
increasing access
us simpler to use, rather than blindly adding more features because they can.
This trend is enhanced by the increased capabilities of natural interfaces to
integrated into new environmental elements of gesture, movements, location,
voice-command, biometric response and soon, our moods and our thoughts.
to information and In 2012 will see Near Field Communication (NFC mobile-wireless data transfer
capability) becoming more prevalent in mobile products and will drive an
digital content.
exponential growth in mobile (hence personal) interactions. Early examples
of NFC enabled gesture interactions will be mobile payment and information
sharing through natural gestures (like the Bump contact sharing app).
This all leads to a new form of interaction that’s more intuitive, natural and easy
for consumers to adopt. It changes the game of marketing content creation,
customer interaction and creates opportunities for information providers and
UPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE product technologists to ultimately make digital more “human.”
NEST LABS
Booth:
Hilton Suites 303
www.nest.com
SoftKinetic develops gesture recognition SOFTKINETIC
THE EVOLVING hardware and software for interaction with
USER INTERFACE: digital entertainment, gaming, interactive Booth:
WHAT’S NEXT? digital signage, advergaming and physical South 4 - 36062
therapy. www.softkinetic.com
January 12, 12PM
North Hall - 260S Their software can recognize various scenic
elements, track user’s body; and adapt digital
content to the user’s movements, and vice
versa.
Easily maintain your desired comfort level in your home with this Multiple platforms in new and scalable
learning thermostat that remembers your temperature adjustments formats offer potential for innovative CES PANEL
and programs itself to build a personalized schedule based on your monetization strategies and programs. With Merging Content with New
preferences. Its passive interface also knows when you are not home an ever-expanding universe of content Technologies: Content
(via proximity sensors) and is intelligent enough to make the appropriate creation, consumption forms a revolutionary Reinvention
adjustments. Additional information is provided while it is being adjusted business model awaits. January 9, 2012 11:30
by their owners so as to give them real-time feedback about the energy
a.m. - 12:30 p.m
usage implications of their selection and provides suggestions on how
to save energy. LVCC, North Hall N261
MICROSOFT XBOX VIEWSONIC
Booth: Booth:
Central - 7244 South Hall - 36631
www.xbox.com/kinect www.viewsonic.com
The next-generation of Microsoft’s Kinect is said to be so accurate it ExoDesk, a collaboration between ViewSonic and ExoPC, is a desk with
can read lips, voice pitch and facial characteristics (and complex finger an embedded computer and unique user-interface. It reads input from
movements and gestures) to determine what mood the player is in. 10 fingers and hand gestures to make moving tools, virtual keypads,
The Kinect platform has the potential to create new paradigms in the way objects and images around the desktop easy and intuitive.
that we interact with computers and communicate. Expect the Kinetic
sensor technology to be incorporated into displays, TVs, ultrabooks and LOOK OUT FOR IN 2012
mobile phones as it becomes miniaturized. More gesture recognition and natural user-interface innovations migrate
over from the gaming world to be used in the interaction with TVs and
It’s likely to be available in 2013, but look for an announcement at CES. computers (such as the next-generation Microsoft Kinect).

7. Mobile “geo- SoLOMo CONTENT +
DATA EXCHANGE
awareness” SoLoMo = SOCIAL, LOCAL, MOBILE. Fuelled by multiple social and “geo-
technology, will
awareness” technology components, location-based marketing will create new
types of value exchanges between marketers and consumers. Behavioral data
tracking will evolve to real time value creation between marketers, content
create dramatic
creators, consumers and their social networks. Marketers will be challenged to
explore new types of social-interpersonal currency for consumers to feel more
connected and valued “in-the-moment” as they go about there daily lives.
paradigm shifts
The advantages from the consumer’s perspective are that ubiquitous mobile
access allows you to be connected at any location whilst connected to your
entire social network and their opinions, advice and buying power. Brands will
to how we shop,
need to find value intersections to connect with people, based on consumer’s
immediate needs and relationship building opportunities as paid-marketing
impact further diminishes and brands are squeezed a central role.
socialize and how
In 2012 expect products and services to make it more effortless (through the
processing of passive-data) to contribute to anything from connecting like-
minded strangers for recommendations, pinpointing roads in need of repairs
we are marketed to.
to finding signs of extraterrestrial life.
Consumers can and will increasingly broadcast more data about where and
what they are doing to create new social opportunities to connect with their
friends, valued products and people with shared interests.
Tech devices create continuous data-exhaust of daily life that provide
marketers rich data to mine fro insight. 2012 will be the beginning of a long
UPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE journey of navigating real time, local connectivity and understanding big data.
The eBay Inspiration
EUCLID Shop is a selection of eBAY
www.euclidelements.com products curated by
celebrities, editors & www.ebay.com
stylists shoppers can
purchase instantly
by scanning a QR
code in a mobile
application.
CES PANEL AT&T
Guarding Your Online www.digby .com
Privacy
January 11, 12:45 pm
North Hall - 264
Euclid is analogous to Google Analytics for the physical world. Digby Mobile Commerce from AT&T helps to lift sales by delivering a user-
friendly interface for consumers to search, browse and buy products on
The Euclid sensor anonymously detects smartphones as they move their mobile phones. It allows retailers to provide information, pictures
around the area of your store, both inside and out, so data is collected of products, rich media and an enhanced shopping experience when
without visitors having to “opt-in” – so their privacy is kept intact. potential customers scan barcodes. Retailers are provided with analytics
Euclid provides store owners with visitor-based analytics - such as how about customer buying behaviors.
many people walked by, how many walked through the door, how many
were new vs existing customers and how long did they stay.
Location-based
social network, KEYNOTE: LOOXCIE
Gowalla was bought Carolyn Everson Booth:
by Facebook and North - 3520
Facebook
is set to be a huge
player in location January 11, 4 p.m. www.looxcie.com
based marketing. Las Vegas Hilton
Theater
Looxcie is the creator of the first mobile-connected, handsfree,
Amazon’s Flow app,
AMAZON wearable video cam that frees people to record and share on the go.
enables consumers
Looxcie owners can record their lives and share clips instantly to their
to research products Booth: social network or record and stream live video.
in-store (through
South 2 - 25376
image recognition)
www.amazon.com LOOK OUT FOR IN 2012
and to purchase
them. Marketers will continue to explore ways to utilize mobile SoLoMo data
but will need to create clear value for consumers and not overstep their
privacy boundaries, acting more transparently.

8. Integration of Social TELEVISION
SOCIALIZED
Media and The Cult In years past, CES has been a slightly ridiculous technology race to build the
of Influence into the
largest or thinnest TV with seemingly little thought to improving their usability.
Many will persevere with that race, so expect the proliferation of the 4K
resolution standard (4000 pixel columns), high-contrast OLED screens, 3D
TV experience will
tech and ultra-thin bezels. However watch for innovations in this space that
mark some progress of the shifting role of the TV in our lives and homes.
Television is already has a social aspect to it, whether it’s talking to the person
transform it from a
next to you, texting, tweeting or calling friends about what you’re watching.
But it’s about to become a much more social experience.
Expect the popularity of Social Media and The Cult of Influence to migrate the
media consumption
TV away from being a pure consumption medium/device to a creation device.
The TV will enable us to become connected to others, curators of content
right on our couches, and online participants, instead of TV watching zombies.
device to a content
Expect that a gargantuan “Cloud Fight” for dominance of cloud computing
between Apple, Google, Amazon, Netflix and cable providers (such as AT&T
and Time Warner) to extend into a fight for dominance in control of living
curating experience.
room content and access to behavorial insight.
The blurry line separating TV and computer screens will go away as cloud
computing allows content to be seamlessly moved between primary screens
and second screens. Increasingly within our lives, display devices and projected
imagery will become fixtures like picture frames, mirrors and faucets.
Personalized content, social multilayered entertainment will be cost of entry
UPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE for the marketing-media-tech world as viewing technology commoditizes.
INTO NOW/YAHOO FLINGO
Booth: Booth:
South Hall Meeting Titian Ballroom -
Rooms - S113 74106
www.intonow.com www.flingo.tv
IntoNow is a TV companion app recently bought by Yahoo. It makes Flingo is the embedded technology inside many internet-connected
engaging with your friends around your favorite television shows easy TVs that allows media partners like Fox, Showtime and Etsy and others
and fun. to build apps that integrate both. It enables broadcasters and advertisers
to build mobile and web applications that are aware of what television
The app picks up on audio cues made by whatever you’re watching content you are watching.
on TV and then displays websites, game scores, even Twitter feeds of
musicians and other famous types shown on the big(ger) screen. Just Broadcasters can provide additional relevant content to on-air shows
tap the green button when you’re watching, and IntoNow will identify in those applications, increasing engagement with users on the second
the show, right down to the episode. Once identified, it’s easy to share screen.
the content with your friends on Twitter or Facebook.
Skype for TV
SKYPE FANHATTAN
was announced
in 2010. Expect Booths: Venetian Palazzo
plenty of solutions Hospitality Suites
Central Plaza - CP13
for integration of www.fanhattan.com
Skype into the TV South 2 - MP25857
experience, as well as www.skype.com
peripherals.
Fanhattan is an entertainment service that lets you discover and watch
DISNEY TV and movies on your iOS device from many popular services including
www.disneysecondscreen. Netflix, Hulu Plus, iTunes, Vudu, and ABC.
go.com
The application allows you browse related content including
recommendations from friends, reviews from Rotten Tomatoes, ratings,
trailers, actor and crew bios, soundtracks, fan gear, and more.
Disney Second Screen is an interactive onscreen film feature accessible LOOK OUT FOR IN 2012
CES PANEL
via a computer or iPad app that provides additional content to you as Many expect Apple to make a TV based on
you view a movie. The movie links with the viewer’s device through an Multiscreen Universe the Siri voice-commands. They are expected
audio cue, a manual sync, or with a visual sync indicator. As the film plays January 9, 1PM to make a “media related” announcement in
on your television, interactive elements such as trivia, photo galleries, North Hall N259 late January 2012. It could be that they make
and animated flipbooks appear on the iPad or computer screen. public new deals with cable operators and
pay TV operators that extend their reach as a
Disney Second Screen is currently available to use on an iPad or content provider.
computer with Flash.

9. The “appification D.I.Y. AND DIGITAL
OBJECTIFICATION
of everything”, Digital and interactive technologies have been bound in the past to browsers,
websites and technology devices. Invention and manufacturing of physical
open source tech
product has been constrained by accessibility to closed and complex
manufacturing chains. This is changing as open source hardware, software
and manufacturing technologies mainstream, and what we deem “product”
and accessible
will change. And it will be more accessible to all.
3D printing, computer-controlled cutting and sintering; originally used for rapid-
product prototyping, have now evolved and proliferated to where they have
manufacturing
spawned a whole new distributed manufacturing network. This new network
of local, distributed manufacturers has enabled the mass-customization of
electronic products, furniture, jewelry, and even aircraft engines.
merge the tangible Open-source electronic prototyping platforms (such as Arduino) have similarly
allowed new freedoms in the creation of interactive electronic objects. 3D
printers will, in the not too distant future new electronics will also be able to
product and digital,
produce electronic circuitry and components. Apple iOS, Android and code
libraries and new online creation software allow for virtually anyone to create
social mobile and online applications more easily.
online worlds. Pioneering companies such as Ponoko, Etsy and Shapeways have sprouted
communities that allow creators to upload their designs, have them produced
and provide a virtual market-place for them to promote and sell their products.
We’re watching this movement carefully – as all brands will have to react to
this massive, future upheaval that could effect CPG, computer, gaming and
UPSTREAM & IPSOS IOTX -TREND REPORT: 2012 CES PRE-SHOW GUIDE retail worlds.
Ford and Bug Labs,
will develop and BUG LABS PONOKO
distribute open- www.buglabs.com www.ponoko.com
source developer
tools to advance
in-car connectivity
innovation.
Ponoko is one of the first manufacturers to use distributed manufacturing
BERG CLOUD and on-demand manufacturing. They make it possible for designers to
meet customers, “where creators, digital fabricators, materials suppliers
www.bergcloud.com and buyers meet to make (almost) anything.”
Their website can be used by customers as a virtual marketplace to
promote and sell their digital designs and products.
It is a green idea- producing only when something is wanted, transporting
ideas instead of physical objects.
MAKERBOT
Booth:
South 4 - 36839
www.makerbot.com
Berg’s “Little Printer” was created in collaboration with Foursquare, The MakerBot Industries is a Brooklyn, New York-based company producing
Guardian, Nike, ARUP, and Google. open source hardware, specifically 3D printers. MakerBot builds on the
early progress of the RepRap Project with the goal of bringing desktop
It’s a tiny device that sits in your home, bringing you information from 3D printing into the home at an affordable price.
the web. You hook it up with a wireless connection, and then use your
phone to configure what sources of content you like to receive -- news, Makerbot are one of several sources of 3D printers and laser cutters
puzzles, messages from friends, weather updates or reminders. designed around low-cost parts and freeware in the spirit of open-
source. The source files needed to make these devices are freely
The Little Printer (available in 2012) is the first in a family of products available, allowing anyone to build their own from scratch.
that will be known as Berg Cloud.
The Disney Appmate GreenGoose sensors
toys have unique DISNEY are wireless stickers GREEN GOOSE
footprints that the www.disney.go.com and stick on anything www.greengoose.com
iPad’s touch screen is that moves - to
able to recognize and automatically tell you
read movement from. what’s happening;
The app then tailors a frisbee is caught,
the game according to or the toilet seat
the toy’s character. goes down.

10. TRENDS BRANDS RESEARCHERS MEDIA TECHNOLOGY
QUANTIFIED Consumers will become more
accustom to tracking, storing and
Data ubiquity creates the same
insight mining opportunities for
Utilitarian, technology tools and
metric driven applications could
SELF sharing personal information.
The question for brands will be
researchers as it does for brands.
However, it also could create a
become as important to consumers
as entertainment media.
what value will you offer for them volume of passive data, and digital As a media company or media
to share this data? behavior analytics competitors. buyer, what will you do to make
How will you partner, pursue and your media a service and your data
develop skill sets to compete? a useful application for people?
GESTURAL Content is becoming 3 dimensional
and multilayered across devices As
Gestures and interactions are a form
of non-verbal communication that
As a media company you may have
already conquered the “third screen”.
INTERFACES media and technology expectations
of consumers increase and
say something about an individual.
Web analytics has evolved to
New, augmented and interactive
channels may provide even more
AND
attentiveness and reach efficiency track and understand some of this opportunity to engage consumers,
decreases, your brand will have unspoken behavior, but kinetic data but also create a whole new area to
AUGMENTED
to work even harder ( as if it isn’t remains somewhat untapped. explore and develop.
already) to attract attention. What will you do as a research What will you do as a media
REALITY What would a fully augmented
brand experience look like for your
company to model and understand
technology enabled actions and
company to created new
augmented experiences and
marketing efforts? What would gestures to predict outcomes for appropriately place digital enabled
your marketing operation look like clients and gain new insight into experiences into the real world?
to deploy this experience? peoples behaviors?
SoLoMo Marketing in the moment, brand
conversation in real time is seeming
Passive data exhaust is so abundant
yet seemingly far out reach in
So-Lo-Mo creates a new form of
media that gives media “event”
CONTENT more a possibility in the coming
years.
terms of making sense of location,
social and mobile data to make it
and digital interaction a new spin.
Gamified and rewards based
& DATA What kind of infrastructure, meaningful. interactions in the real world seem
technology and partners will What will you do to develop to be the next big thing.
EXCHANGE you gather to explore So-Lo-Mo
opportunities?
big data and advanced passive
monitoring capabilities in the
How will you make it scalable and
effective from an ROI perspective?
coming year? If data is more Will it be a media channel niche for
accessable to all, what will you do broadcasters, promotional events
to create new value, retain clients? and storytelling content? Or a
mainstream channel?
TELEVISION Content placement has always been
important to brands.
Audience and social network access
through social technology enabled
Social TV has been a discussion
within the media and entertainment
SOCIALIZED As social networking interactions
become more deeply embedded
living room could open a doorway
for direct conversation with viewers
world for some time, and most
of the major players have already
into the viewing experience, how and consumers through next begun to experiment with social
will you integrate messaging and genteration televisions and displays. content and new, alternative, social
monitor activity in real time to How will you prepare to create a advertising placements.
understand impact, effectiveness digital research network to access How will you monetize socialized
and perception of your brand within people, interactions and their content and cross-platform media
social tv environment? consumption habits in home? To in 2012 and evolve your efforts?
gather and report this data?
DIY & Nike may have been the first
brand to venture into technology
As the saying goes, knowledge is
power. Certainly in the big data
Entertainment brands like Disney
and Nintendo are starting to
DIGITAL integration of mainstream product
with Nike ID years ago, but more
world digital research insights are
power to marketers as well.
experiment with physical, licensed
product that has embedded
and more brands will need to Researchers sit on volumes of data technology that adds to a real time,
consider doing the same to attract that in aggregate may be of value or data driven, transmedia film, digital
consumers. curiosity to people and marketers. and consumer generated “story”.
What assets does your brand have What could you do with your What could you do to make real
to retain and create enhanced data to create new value and world product part of your digital
experiences for consumers? engagement with “panel.” or broadcast narrative?
IMPLICATIONS

11. FOR MORE
INFORMATION:
ANDY HUNTER
andy.hunter@ipsos.com
JEFF MULHAUSEN
jeff@upstreamthinking.com