The Consumer Electronics Show (CES) is the worlds leading Technology confrnece held at the start of the year. VCCP have pulled together its thoughts on what this could mean for Advertisers and Brands over the next 6-12 months.

1. CES 2016
VCCP trends report

2. Will Harvey
Innovation Lead

3. Wearable 2.0
three
one two
four
five
Top Trends
Ambient Sensors
Content is King. Again
Aggregated Learning
IoT Bubble
Six
Technology Meaningful

4. So what is ….

5. The largest Consumer Electronics Show in the world

6. Overall
170k
Media
6k
Exhibiting stands
3.7k
Show floor square footage
2.5m
Categories
75+
Products launched
20k
Countries represented
130
Showcasing
500+
Distance over week (miles)
50
Steps per day
20K
Exhibitors New Products Startups Distance WalkedAttendees
by the numbers

7. oneWearable 2.0
Though wearable technology isn't anything new, this year we are seeing the release of a
2nd generation of devices that are more refined.

8. When we talk about the 2nd generation of wearables we are not talking about this ….

9. Wearable 2.0 refers to the redefined functionality and purpose of this developing product
category. Technology manufacturers are learning from the mistakes and missed opportunities
from the 1st generation - this includes both the adding and removing of features.

10. We are also witnessing the change in aesthetics of these devices. From looking like you have a
smart phone on your wrist, to a more traditional look and feel of an analogue watch (though with
additional and hidden features of smart devices); these watches are embracing simpler user
interfaces - like the Gear S2.

11. We are also seeing traditional watch makers enter this space. Casio recently brought out its first
Smart Watch, which on the surface looks like a traditional device, but it runs Android Wear
software with voice input and has a range of smart functions.

12. two Content is King. Again
Another big topic this year across the board was content, with reassurances that new formats
will be supported and content more widely available through content libraries. No huge surprise
to see this at CES as there has always been a bit of a chicken and egg between new content
formats and hardware adoption.

13. Even though CES is a hardware conference at its core, Netflix gave a keynote announcing its
launch in 130 additional countries, which will see it become a global network - trying to break
the barriers of regional-based availability.

14. This year also saw the recognition of the 4K HDR format (High Dynamic Range) across a
number of manufactures and content providers. This will supercharge a greater adoption of 4K
HDR as the standard format to follow 1080 HD.

15. A few years back, we saw a boom in action cameras supporting the emerging 4K format. This
lead to a wave of content created by consumers who had the ease of access to shoot in this
new format. This has enabled a vast liberty of high quality content for us to consume at home.

16. This is about to happen with the emergence of the 360 Video format, especially with the
adoption of 360 Video players from companies like YouTube and Facebook. We are looking to
the future of digital video as immersive experiences that we can all have access to.

17. We saw a range of consumer-level devices that allow you to film in 360. This is surely going to
fuel the generation and experimentation with this new format, very much like the action cam did
for the 4K movement.

18. 360 Video isn't to be confused with VR (which was another hot topic this year). 360 Video will
act as a bridge between the line fixed camera approach to showcasing content, and an
immersive experience. We will see this fuelled by user-generated 360 content over the next six
months.

19. three Ambient sensors
We are living in an ever-connected world in which we are always being tracked and monitored.
CES chief economist said that this year we will see the rise of ambient sensors - this is in
reference to embedding sensors into our everyday environments.

20. 2006 - Wii
2007 - iPhone
2010 - XBOX Kinect
Over the years, we have seen this kind of evolution. Nintendo Wii brought with it a whole new
way of interacting with games. The original iPhone packed a whole load of sensors into one
device. And the Kinect brought gesture and voice interfaces into the living room.

21. The adoption of ambient sensors is being driven by the greater affordability of a range of
technology. Companies like Sense are bringing out a range of small and affordable sensors that
have a number of functions that you can attach to everyday objects.

22. Video of Intel
We saw Intel embed its own PrimeSense technology into a a range of environments and
devices to allow new experiences; from gesture control of OOH displays and understanding the
demographic of users in this space, to facial recognition and scanning.

23. We will see a greater level of sensors being embedded into our personal technology, with
products like Google’s Project Tango coming to market sometime this year, allowing devices to
fully understand the surroundings and context of an environment.

24. fourAggregated learning
From sensors, to what we can do with the information they generate, aggregated learning is
something that has been used at a corporate level and that we will see transfer into the
consumer service space.

25. We are moving beyond algorithms and towards aggregated learning. This is the combination of
various unconnected data streams that are brought together, to get a complete contextual
understanding of situations and human behaviours, and to influence new outcomes and
services.

26. For example, the Word Error rate in computer understanding of speech input in 1995 was 100%.
In 2013, it was down to 23% and in 2015, it was down to just 5%. This is due to personal
assistances learning from the vast range of human speech across our connected devices.

27. With Driverless cars, Google is sharing the data collected from their fleet and has so far clocked
75 years worth. By gathering this data from a range of situations, the fleet has become smarter
and has a greater understanding of what to do in a range of situations.

28. This technology can transfer to the home too. Using the biometrics of an individual’s wearable to
understand your mood, paired with the temperature and air quality of the thermostat, combined
with a connected camera that can tell who is in front of the TV - Netflix can deliver content that
fits the context of the room.

29. We are seeing this tech combined in a number of new products. Parrot’s connected plant pot,
for example, monitors the water content of your plant’s soil. The pot is connected to the weather
forecast and waters the plant accordingly.

30. This isn't future thinking, this is happening now. We surround ourself with range of connected
devices everyday. And they are starting to talk to one another. To understand and predict our
behaviour. To cater for what we want and to offer it to us before we even ask for it. It’s a
connected ecosystem.

31. Sony showcased how this could all work together with its Life Space UX, which brings together
a range of connected products and data to generate an experience depending on the mood and
context of a situation.

32. fiveIoT Bubble
The Internet of Things has been a topic in this space for some years and with its fast expansion,
we may well have seen the IoT bubble burst. By simply adding connectivity to objects, there
have been a number of devices coming to market that have been seen as tech for tech’s sake.

33. There is still a range of ‘connected-for-the-sake-of-being-connected’ devices. From smart forks
that know your eating habits, to socks that read your walking behaviour, to milk jugs that tell you
when your milk has gone off. As we question the need for these products, we are seeing less of
them on the market.
*Not real product (thankfully)

34. Instead, we are now seeing connected ecosystems bringing together all these siloed IoT
products, so you don't have different apps for different products. By connecting the connected
objects, they are becoming much easier for the consumer to use.

35. It is only when the products of the IoT bring true functionality or when they solve a problem that
they are likely to be adopted. For example, a connected doorbell with a camera embedded into
it that can allow someone to see who is at the door remotely, and even let them in when you’re
not at home, actually addresses a problem.

36. Samsung debuted its latest fridge with a connected digital bulletin board that takes live data and
connects family members’ smartphones. The bulletin acts as a hub for the home and replaces
the tradition of sticky notes; allowing you to sync reminders, to-dos and relevant family data.

37. sixTechnology Meaningful
One of the final trends we saw across the show was the idea of technology becoming
meaningful and benefiting our lives. We are seeing the trend now of moving away from ‘tech-for-
tech’s-sake’ and towards it making meaningful differences.

38. Owlet, for example, is a sock for babies that measures their breathing and heart rate. If there
are any irregularities or problems, the sock notifies the parents, enabling them to take action
and possibly save the life of the child.

39. Withings have brought out a connected thermometer for consumers. With more than 27 different
sensors, it can give incredibly accurate information, allowing possible self diagnosis for us to
take action. This could give doctors and pharmacists time to deal with more pressing problems.

40. Intel showcased an enabled car seat that notifies you if the belt has not been correctly fastened,
or worse, if you’ve left your child in the car!

41. True Key uses facial recognition technology that allows you to unlock your devices using your
face, rather than a password. This is now featured as part of the Windows 10 operating system
on certain devices - and might well be the norm in the foreseeable future.

42. Takeaways
Content Experiential Personal Curiosity

43. Thank you
Will Harvey
Innovation Lead
@WilliamEdHarvey