@CES 2014 the #wearable #connectable
#printable future Bonus Inside: See the 12 Principles of CES! David Berkowitz Chief Marketing Officer, MRY david.berkowitz@mry.com @dberkowitz / @mry www.mry.com

What you‟ll find inside •
Overview of CES 2014 • The 12 Principles of CES • Parsing #CES buzz • Show highlights: – An endless catwalk of wearables – The Connectosphere – 3D printing – Beep beep, beep beep, yeah! – Gaming • What doesn‟t matter • Resources

Overview of CES 2014

“The new world order is
complete collaboration, and CES is a great showcase for that.” - Carolyn Everson, Facebook

We saw, learned, and experienced
a lot at CES

Want all our highlights? Check
our collaborative Pinterest board

Yes, it is also a
150,000 person party

The speakers keep getting bigger

Demo Day: 8 startups presented
about beacons, 3D printing, mobile marketing, and more

The Innovative-Applicable matrix assesses what
is truly groundbreaking, and what matters to marketers Useful Applicable Breakthrough Underwhelming Exciting Innovative

The 12 Principles of CES

1) Every device should be
able to connect to other devices, and the cloud

2) Every surface can be
a screen

3) Sensors are getting small
and cheap enough that it will be cost effective to incorporate them into practically every kind of product and package within the next several years.

4) Your car can drive
and park itself

5) Your car is another
connected home

6) Your home and your
car have operating systems

7) Your home and car
operating systems will soon have app stores more robust than what you have today on your phone

8) Wearable technology will scale
when the emphasis shifts from technology to fashion

9) 3D printing has expanded
well beyond plastics to ceramics, metals, food, and even human organs

10) Within the next 5
years, 3D printers will be cheap enough that they expand from to the mass market, with the „toner‟ costing more than the printer

11) Within the next 5
years, mass market 3D printers will be able to print common household goods, of the same quality that consumers would expect from local stores

12) TVs will always get
bigger and thinner. The quality of the screens will always outpace the content available. It‟s an arms race ad infinitum

The 12 Principles of CES
1. Every device should be able to connect to other devices, and the cloud 2. Every surface can be a screen 3. Sensors are getting small and cheap enough that it will be cost effective to incorporate them into practically every kind of product and package within the next several years. 4. Your car can drive and park itself (and far better than you can drive and park it) 5. Your car is another connected home 6. Your home and your car have operating systems 7. Your home and car operating systems will soon sport app stores far more robust than what you have today on your phone 8. Wearable technology will scale when the emphasis shifts from technology to fashion 9. 3D printing has expanded well beyond plastics to ceramics, metals, food, and even human organs 10. Within the next 5 years, 3D printers will be cheap enough that they expand from the hobbyist market to the mass market, with people paying a nominal amount for the printer and more, over the course of its use, for the „toner‟ – whether plastics or other materials 11. Within the next 5 years, mass market 3D printers will be able to print common household goods, of the same quality that consumers would expect from local stores 12. TVs will always get bigger and thinner, with the picture more captivating. The quality of the screens will always outpace the content available to take advantage of that quality. It‟s an arms race ad infinitum

Parsing #CES Buzz

“Innovation is applied insight.” -
Howard Lieberman, Silicon Alley Innovation Institute

“Global scale powered by human
insight is what wins in 2014.” - Michael Kassan, Media Link LLC

Samsung tops 4K buzz, but
Sony hogs CES limelight

Parsing CES buzz: why did
some trends pop? T-Mobile CEO who crashed AT&T party Looking ahead to February Ubiquitous presence there This wasn‟t even bigger? Overhyped Christopher Lloyd is back! Meet your overlords

What‟s behind the buzz? Overhyped
CES mainstay New & important Flubbed keynote

WWE pummels PR competition

It‟s not a show for
the faint of heart

Top posts shared are all
about the cars

An endless catwalk of
wearables

Reebok heads into wearable tech
with a sports safety goal, alerting coaches about dangerous head hits

Pebble Steel steals CES “It‟s
telling that the most impressive wearable at CES for me was a mostly aesthetic iteration of an existing product. The Pebble Steel is the Pebble I always wanted to begin with.” - TechCrunch

Fitbit has larger than life
presence at CES as one of the most successful wearables to date

Fitbit, mirroring Pebble, sees wearable
tech as fashion, and partners with Tory Burch for accessories

Can you guess which pair
of glasses sports a digital screen and camera?

Glasses through the ages: so
many failed attempts that get closer to a vision of the future

Sensors in baby clothing alert
changes in breathing, temperature, and position

Intel-backed Mimo Baby onesie hints
to broader focus in better baby tracking

Not up for a onesie?
Owlet‟s Vitals Monitor is a souped up sock already on sale

The Connectosphere where any device
can connect to another, and to the cloud

2014: year of the connected
doorbells and doorknobs

Pets can have their fitness
monitored too

Mother and her Cookies cook
up new uses for sensors

Mommy Tech: 2050‟s just like
1950 “…CES takes the more antiquated, sexist view that co-parenting isn‟t actually a thing, and moms are, for the purposes of this show, positioned squarely in the kitchen with a baby monitor on the counter and a toddler with an iPad on the floor. Literally. The largest booth in the zone is a kitchen/dining room/laundry room, courtesy of Whirlpool.” - VentureBeat

Smart sporting goods monitor and
optimize your game

Adaptable, easily programmable sensors can
monitor your home (CubeSensors)

Smart toothbrushes track brushing behavior
and encourage you to beat your best „score‟

Guardian Bear, Therapy Seal find
more kid-friendly ways to collect vital signs

3D Printing

3D printing extends to chocolate

3Doodler: 3D printing meets the
glue gun

Makerbot announces new printers, and
promotes its digital store to buy fun 3D printed goods

Beep Beep, Beep Beep,
Yeah

Whatever the concept, the future
of the car is connectivity

CES concept cars do make
it one of the hottest auto shows, and this carbon fiber car pic was the most shared shot of CES

Audi spotlights a new car
design with far-reaching headlights

BMW touts hands-free driving

Audi, GM, Honda, Hyundai join
Google in supporting Android-centric Open Automotive Alliance

Intel Edison: computers keep shrinking,
enabling next gen wearable, connectable devices

Gaming

It was a rough CES

Anki Drive: humans control cars
with iPhones, computers control cars with artificial intelligence

Oculus Rift finally brings augmented
reality past Disclosure level of immersiveness

Sony touts its knockout hit
with PS4

Robot pals may soon have
minds of their own (meet the WowWee MiP)

Gesture, eye control attempt to
further shake up gaming

What doesn‟t matter

What doesn‟t matter? At every
CES, a lot of what gets the most buzz isn‟t that important for consumers or marketers. For instance, ever since high definition televisions debuted and became mass market devices, the next generations of 3D, OLED, and 4K TVs have failed to excite people to make upgrades in the same way, as gorgeous as those newer screens are. Here are a few examples of technologies, products, and announcements that got plenty of buzz but are evolutionary at best and won‟t change consumer behavior anytime soon.

Not all change is revolutionary

Airtame wins Engadget‟s Best Startup
– though Google Chromecast has major leg up

Everything is 4K! Okay, so
screen resolutions keep improving. Maybe some people will look up from their tablets and smartphones long enough to notice.

No, people won‟t be paying
by having a cash register taking their pulse (though someone built the tech)

Real TVs have curves. So
they‟re harder to hang on the wall?

3D theater… we‟re all suckers
for it

Yahoo keynote announces ad platform,
Tumblr integration. Weekend Update more newsworthy

Blue Man Group? Arrested Development
reference? I have no idea

Resources

Further reading • The Story
of CES as Told by Tweeted Cries for Help (Digiday) • This is the Real CES (The Verge) - Engadget‟s Best of CES • Best of CES (VentureBeat) • Top 10 Trends of CES (VentureBeat) : • Why CES Lacked a Big Bang – (Ad Age, by David Berkowitz) • Keyhole Real-Time Trend Tracker for CES (Keyhole) • CES Still Matters but Shadow CES Matters Even More (Time) • Collaborative Pinterest Board Covering CES 2014

THANK YOU David Berkowitz Chief
Marketing Officer, MRY david.berkowitz@mry.com @dberkowitz / @mry www.mry.com www.marketersstudio.com