1. Interpreting CES 2014
Implications for media and communications

2. 1. What does CES have to do with us?
2. The (lack of a) Big Bang
3. Communications ‘Best Of’
4. The generation gulf
5. The changing role of advertising
What we’ll cover

3. What does
CES have to
do with us?

4. Ask Kimberly Clark

5. “One of the biggest reasons for us to come here is
to explore partnerships that will help us totally
change the game, create consumer experiences
that transcend the conventional siloes of
channels”
“I think the key aspect as well is that technology
and consumer experience for us are two sides of
the same coin”
Mayur Gupta, Global Head of Marketing and Innovation

6. The
(lack of a)
Big Bang

7. Samsung: bendable OLED for an immersive TV
watching experience

8. Sony: 3D glasses free 46” TV
N.B. We know this picture doesn’t bring the product to life at all, but trust us, it was
awesome…

9. ChefPro: 3D printed food

10. 3D Systems: 3D printed drum kit

11. Wearables: Intel baby suit

12. Smart Teddy Bears: tell Mum you’re sick

13. Budgee: the friendly robot that carries your
shopping

14. Project Christine: Modular PCs

15. Muse: changing how we interface with
technology

16. Oculus: the next generation of virtual reality

17. The Big Theme: Confluence
Device
Social
Sensors
Connection
The Cloud
The
IoT

18. Mercedes & Pebble Smart Watch: pair your watch
to you car for non-intrusive alerts

19. And the winner of worst invention goes to…
The Belkin Crockpot
epitomises one of the
overriding themes of CES:
solutions looking for a
problem to fix

20. The Near Next:
Exploring What’s Possible

21. Communica-
tions
‘Best Of’

22. The first (only?) Smart TV that isn’t dumb
 Roku TV has partnered with
the lesser known Hisense and
TCL to create a new line of
Smart TVs
 Regular updates
 Simple, elegant UI: no messing
around with inputs
 All the functionality of its set-
top box device put into a TV
 Due H2 2014
Implications: Smart TVs that really change behavior. They will
change distribution, disrupting how we access channels and
blurring the lines between FTA, PTV and digital content

23. Connected Home: a nudge closer
 In 2005 90% of connected
devices were PCs, by 2020
that will be 25%: we’re moving
towards anticipatory
computing
 Healthy skepticism still
needed
 Qualcomm’s common sensor
notification platform & the
Lowes Iris etc are addressing
compatibility issues
Implications: 1. Data = better segmentation & personalisation
2. Geo-location moves in house

24. 3D Printing: The Cube by 3D Systems
 3D System’s The Cube starter model
retails for under $1,000 at Staples
 Most consumer friendly 3D printer
prints in 2 colours and 2 plastics
 Possible to print in resin, sugar, metal,
carbon fibre, gold, platinum and so
on
 3DMe photobooth coming soon!
Implications: beyond the consumer novelty 3D printing could
have huge implications for retail, customization and
personlisation by lowering manufacturing costs. Advertising
becomes a window to a product’s possibilities not just a product.

25. iBitz – wireless family trackers
Implications: iBitz has recently started a partnership with Disney in
which children unlock content for completing tasks.
Opportunities with wearables for brand/media partnerships to
provide the ‘carrot’
 Children’s wearable technology: tracks exercise units
 Outputs can be tracked by the parent or the child themselves via a
smartphone app
 Opportunity to add additional tasks beyond exercise
 Parents can build in customized rewards via Amazon

26. LG Lifeband & the Pebble Smart Watch
Implications: Wearables – combined with Connected Home – will
contribute to the evolving role of the smartphone. The
smartphone will become a hub device that sits at the heart of
your personal IoT
 Among all of the wearables these were the most buzzed about
 Wearables still 3-5 years off the mainstream for form reasons + the need for
consolidation in the market place. There are rumours about Google in this
area

27. Open Automotive Alliance
 Google, GM, Honda, Audi,
Hyundai and Nvidia
announced the Open
Automotive Alliance
 Will be working with the
National Highway Traffic
Safety Administration to
regulate self-driving cars
 Cars become the new battle
ground for iOS vs Android
Implications: Cars become the new target for geo-location

28. Kinect 2.0 (& the rest of the gaming industry)
 X-Box One’s bundled Kinect
2.0 sensor can identify,
interpret and respond to a
conversation between two
people
 Intel collaboration with Z
Screen to enable you to
create things in 3D
 Gaming is going beyond
gesture control and to natural
motion
Implications: 1. Game consoles are positioned to change the
way 13-32 year old boys interface with content 2. We’re moving
from gesture control to real motion control

29. 3D Augmented Reality: ModiFace 3D Augmented
reality mirror
Implications: Significant retail & advertising implications for more
immersive experiences: print ads could potentially put you in the
car you want to buy
 ModiFace allows users to try
on make-up in real time and
see themselves from all
angles
 After several in-store
experiments it was found that
an instant mirror-like virtual-
product simulation could
increase the counter and
booth traffic for skin-care
brands by 120%
 Aurasma announced 3D app

30. The
Generation
Gulf

31. With the law of accelerating returns, Kurzweil predicts that due to
exponential change, paradigm shifts have and will continue to
become increasingly common, leading to "technological
change so rapid and profound it represents a rupture in the
fabric of human history”

32. “It’s amazing to me that at such a young age my can son can
already navigate the phone so well… If he didn’t know how to
do that, and all his classmates did, would I be doing him a
disservice?”
Randi Zuckherberg, It’s Dot Complicated
How do we raise children in a digital world?
Hopscotch app Play-I Robots Sifteo

33.  What role can brands play in opening up the next billion APAC
consumers OR in making sure we don’t lose them?
– Bringing technology to rural areas is about more than giving out
cell phones
– The changing role of libraries
– How do we communicate the benefits and processes of
complicated technologies such as 3D printing to those who didn’t
grow up ‘tech native’?
Income, location and age

34. The Changing
Role of
Advertising

35.  The confluence of technology dictates the confluence of channels
 The law of accelerating returns applies as much to communications
& media as to technology
 As the landscape fragments it becomes harder to reach people at
scale. However, as the smartphone, connected home and wearable
technology evolve we can connect previously disparate packets of
data about a person for better targeting
 The IoT and content enabled objects are making every object a
potential media channel
 A more holistic approach is needed, with the consumer at the heart,
that pushes the boundaries of ‘channels’ and recognises consumer
experience and technology as one and the same
The confluence of channels

36. WHAT’S NEXT
At What’s Next we’re passionate about the
intersections between consumer culture, business
practices, the never ending march of technology
and media.
For more information, contact Guy Hearn at
guy.hearn@omnicommediagroup.com
Follow us on Twitter -
@OMG_WhatsNext

37. Appendix

38. Additional Materials & Resources
 OMDs Flipboard Magazine http://flip.it/omdces
 CNET CES 2014 site http://ces.cnet.com/ we recommend watching CES In-depth The
Final Word http://ces.cnet.com/must-see/
 Shelly Palmer gave the official tours this year at CES. You can read SP’s full trend report on
his website http://ces.shellypalmer.com/trend-report/
 For an explanation of The Internet of Things watch
http://www.youtube.com/watch?v=LVlT4sX6uVs
 Adage offer some interesting views on the show and how it relates to the industry
http://adage.com/special-reports/consumerelectronicsshow/146
 See the Toyota i-Road, a new concept in mobility coming to Europe and Japan this year
http://www.youtube.com/watch?v=HiZS1y0I_3E
 LG’s biggest push this year was for its new Web OS for Smart TVs see more -
http://www.youtube.com/watch?v=Xo6QgRMwu4Y
 Which gives a good over view of the 3D systems Cube
http://www.youtube.com/watch?v=8ko158-7m9g

39. ASUS Transformer: Android & Windows in one

40. 4K & 8K Televisions
 Both 4k and 8k televisions
were on display
 Amazon and Netflix have
announced that 4k content
will be available however, it is
possible that because 4k
content is relatively limited 8k
will leapfrog
 With 4k and 8k content
bandwidth and actually
getting content to the TV is a
potential issue
 H265 codec potentially solves
this – can move 4k at the
same or smaller data rate
than HD but question marks
on quality compromise
Implications: potentially two
tiered quality of content
depending on a country’s
technological infrastructure