This week 156,000 people and 3000 companies will form a virtual mosh pit at CES 2013 in Las Vegas. What was once all about devices – TVs, audio, phones, computers – is broadening every year to include new technologies that don’t look like the traditional devices. Software in all its many forms will play a huge role.
CES is evolving to include all sorts of more embedded & connected technology (e.g. cars, home automation), key “human verticals” like health and fitness, and everywhere access (mobile TV). All of this offers glimpses of potential new human behaviors. But at such a scale, it begs thoughtful review and analysis even to find the most interesting bets.
A marketers lens
Much of the show will remain focused on introducing devices with incremental feature enhancements. Ultra 3D is a good example, Any tablet that may be revealed is another. I respect that someone may be interested in those devices and each may represent potential big business for someone. I am much more interested in specialty areas. I am not attending this year, but several people from the Ogilvy and the Social@Ogilvy teams will be. And while I believe that ‘being there’ will be the best experience, I am convinced that many of us can stay connected to select coverage of the show and learn more about what matters to us thanks to those brave souls trekking through the record 1.9 million square feet of exhibit space, endless presentations, interminable social events and more.
Best ways to follow the event
To plan out how you can tap into Ogilvy’s feed from the show and the most relevant coverage, check out our post – Suit Up For CES 2013: Your Coverage Guide.
Seven Topics to Watch at this Year's CES 2013
More Social TV and the Second Screen Experience
77% of the time we are watching TV, we are simultaneously on another device. 22% of that time is “complimentary usage” meaning that whatever you are doing on the PC, tablet or smartphone has something to do with the TV (vs multitasking like checking email).
How will technology continue to shape this complimentary behavior? Twitter made some wise moves by really courting television media companies to integrate Twitter handles and/or hashtags to inspire a two screen experience. Services like GetGlue helped people build community around programs they love (i.e. “check-ins” to Walking Dead).
What will emerge at CES that further enables a SocialTV or complimentary second screen experience? One reason I am keen to see innovations here is because people have already changed their behavior and demonstrated demand. There are plenty of other technology innovations that did not catch on. Will 3D TV, now Ultra 3D, really go mass? Check out the focus on 2nd Screen Experience.
More Connected Automotive
We all spend so much time in our cars. Smart connectivity and/or new behaviors that enhance that experience via utility or entertainment without introducing additional safety concerns are a big deal. We work with Ford. I own 2 Ford vehicles. I love what Sync and My Ford Touch have made possible. Sync plus Siri is pretty great. Finding a restaurant and calling for a reservation via voice commands and with 1 initiated step and 1-2 voice reactions is a bonafide improvement on tasks.
What’s next? I am productivity geek. I think in terms of time chunks. An hour long drive to me could easily be 20 minutes of voice-accessed email, 20 minutes of Mashable headlines and stories and 20 minutes of the new Nick Cave and the Bad Seeds recording (due next month).
Google’s great Multiscreen World research preso (get it here), points out how we initiate an activity on one device and continue on another. How will the “buyer journey” change as I seamlessly continue a shopper activity started on a PC and moved to my drive to store/pick up/purchase location? (e.g. “hey Best Buy, I will be there in 20 minutes and can a TV sales specialist just show me three of the 60” 4K TVs that I tagged online?”)
Next Gen Entertainment Content
Content marketing is the new “social media”. It is capturing the interest of marketers and will only be eclipsed when we actually know what to do with “big data” on an everyday basis. In its hugeness, CES 2013 has sections dedicated to content and specifically, they have a track called Entertainment Matters. If you want to get a sampling of what Hollywood-centered content creators are doing and thinking in terms of creating, delivering and monetizing new forms of content, check some of these sessions.
Our own Doug Scott, President of Ogilvy Entertainment, will be driving a session Brands: This Is How You Work With Content Creators.
Computers/devices that can understand what I want to do by deciphering where my attention is, where my eyes are looking, where my hand points will change how we interact and rely on technology. (Check out an MIT view of Attentive Visual Interfaces here).
A neat example of this is Tobii Technologies “gaze interaction peripheral” which essentially will add eye gaze to the ways in which we control our devices. Freeing computer control from our hands driving some type of interface could lead to many unanticipated behaviors well beyond controlling Master Chief in Halo.
Connected and Enabled Healthcare and Fitness
Nike Fuelband adorns the wrists of at least half of my colleagues, or so it seems. Devices like the Fuelband or the Basis Band which launched at least year’s CES, are the tip of the iceberg in terms of how we will get healthier. I also believe we have yet to see the fullest integration of game mechanics into everyday behaviors. What about a family healthy eating scorecard displayed on the refrigerator door (remember the screens that were integrated in high-end refrigerators?). Or community billboards of Basis Band data to pit neighbor against neighbor, so-to-speak.
The Digital Health Summit within CES 2013 will feature sessions that cover these devices but also how big data can be used to affect health behaviors, whether sharing can affect outcomes and how pervasive wireless devices can connect those with chronic health issues to health care maintenance that makes sense.
If toaster ovens and VCRs answered what will we do with this great OS called ‘electricity’, then applications answer the question of what do we do with this great platform called pervasive computing.
At CES 2013, the Appy Hour will pit 25 teams against each other to develop a winning app and win the $25k prize. You can watch and hear CEA President Gary Shapiro @garyshapiro discuss the upcoming show with Mashable here.
It’s just as interesting who is forgoing their big exhibitor floor presence. No Microsoft. No HP. No Dell. No Apple. But clearly there are many more there including this year’s Eureka Park – a space dedicated to small startups. If part of the purpose of attending CES 2013 is to gauge possible trends, you are juts as likely to glimpse the seeds of one in Eureka Park as with the established companies still banging out size variations on tablets.
Clearly the most impressive draw (serious draw) is Vinton Cerf. Google’s Chief Internet Evangelist. While I would love to see Lemmy from Motorhead who is there on behalf of Krussel (cases for electronics), I could pass on Snooki and some of the other celebs there just for booth draw.
(IMAGES respectfully taken from the CES Instagram feed)