Upload
360i
View
1.322
Download
1
Embed Size (px)
Citation preview
CES 2011 in Review
David Berkowitz
Senior Director of Emerging Media & Innovation
360i
blog.360i.com
22www.360i.com Proprietary & Confidential
Introduction
After returning from the Consumer Electronics Show (2011) in Vegas
in January, I compiled the highlights, along with a few thoughts on
what all of this means for marketers, consumers, technologists, and
others interested in the space.
Photos are my own unless otherwise noted. More photos from CES
can be found at http://www.flickr.com/photos/davidberkowitz/ .
I welcome your thoughts on any or all of this. Respond to me on
Twitter at @dberkowitz or email [email protected], or reach
360i at @360i or via its Digital Connections blog at blog.360i.com.
Thanks for taking the time to check this out.
- David
33www.360i.com Proprietary & Confidential
Mobile studio
Everyone’s got to figure out how to
share info on the fly. Those who are
really serious sport this kind of mobile
broadcasting backpack that will aim to
find a signal on any network it can.
I went more portable. I left my better
camera in the hotel room, opting for my
pocket-sized Panasonic Lumix and the
occasional iPhone shot.
The biggest challenge at an event like
CES is the bandwidth is terrible. Relying
on 3G and WiFi will stymie most media-
sharing hobbyists.
44www.360i.com Proprietary & Confidential
Check-ins? Check.
Sure enough, you could find some
rewards for checking in at various booths
and venues. To the left, there’s an entry
to win a Motorola prize pack, plus a
Foursquare drink deal at the Wynn.
It’s great that a bunch of these deals
were out there. Yet I rarely saw them
promoted by the venues themselves.
There was a bigger problem: awful
wireless access. Even sending texts
proved challenging. You’d have to be
determined to keep up the check-ins.
During peak times, there were about 500
people or so checked into the main CES
event listing on Foursquare. Not bad for
an event, but this is from a crowd of
140,000 tech savvy attendees. A total of
13,500 people have checked into the Las
Vegas Convention Center since
Foursquare’s debut.
55www.360i.com Proprietary & Confidential
Portable power
Image source: Zagg.com
As someone who spends a lot of time on
the road and at events, I’m obsessed
with portable power.
Energizer showcased a slew of adapters
at a press event, but I haven’t tried
them.
Recently I picked up the Zaggsparq 2.0
portable charger with 2 USB ports and
supposedly 4 full iPhone charges. I’m
skeptical that it has that much juice,
but I loved having it in my jacket
pocket as my Droid and iPhone ran low
after nights of too much texting.
I won the smaller charger from Case-
Mate with adapters for various devices.
It’s got a quirky, often frustrating
design, but it’s only $40 and much
smaller and lighter. So far so good.
66www.360i.com Proprietary & Confidential
Crowdsourced products
Quirky’s one of the more fascinating
companies I’ve come across in recent
years. It crowdsources product
development, and people who influence
the product earn a percentage of its
sales.
The gift bag included some fun Quirky
products, and I’ll have to pay a visit to
their NY office.
77www.360i.com Proprietary & Confidential
Wearable and wantable
When it comes to CES product launches
that people I know will actually buy, the
Nike+ SportWatch GPS is way up there.
It’s not the first GPS watch, but it syncs
up seamlessly with the Nike+ online
community, which is also undergoing
regular upgrades. I didn’t realize, for
instance, that if you see someone share
that they’re running on Facebook, you
can cheer them on and the runner will
hear your cheer live.
Also hot: the SportWatch’s USB plug in
the wristband. This kind of slender,
partially exposed plug is becoming more
common as devices keep getting more
portable.
88www.360i.com Proprietary & Confidential
Internet refrigerator, take 36947191
All devices are becoming digital, and
more are Internet-enabled too.
I was fascinated by LG’s new line of
appliances that connect to the internet
for a range of purposes, from managing
power consumption to updating the
best ways to care for your clothes and
food.
I was all the more impressed with the
guy to the left’s multitouch skills.
What’s not clear is if it will still be
really simple to have these appliances
do what they’re really supposed to do:
clean your clothes, and cool and cook
your food.
99www.360i.com Proprietary & Confidential
Which robot floor cleaner are you?
Odd microtrend: all the robot floor
cleaners demoed at CES.
Living in a cramped Manhattan
apartment, figuring out which robot
should clean my floor is hardly a top
priority. I wouldn’t mind one of those
Jetsons cars that fits in your pocket
though.
Robotics should be a fun area of CES to
watch, and I wouldn’t be surprised to
see massive robotics pavilions to spring
up before long.
1010www.360i.com Proprietary & Confidential
That’s one crowded living room
Whoa, the living room’s getting
crowded. Interactive TV was
EVERYWHERE.
•Logitech promoted its Google-powered
TV search.
•This is further powered by Intel, which
promoted its Smart TV technology.
•TiVo is still trying to stay relevant with
its souped up DVRs.
•Yahoo promoted its interactive TV
widgets.
•Microsoft has a slew of TV software and
hardware, from media players to TV
chat to Xbox Kinect.
That’s just a start. There will be a cycle
of understanding building the next few
years. Consumers will learn what’s
possible, and brands will learn what
consumers really want.
1111www.360i.com Proprietary & Confidential
Thinnest. Smallest. Biggest. 3Dest.
One thing CES and related shows will
always capitalize on is hyperbole.
I can’t tell you what the thinnest TV is,
the fastest laptop boot time, the
lightest mobile phone, the highest
resolution 3D TV… no clue.
It is fun seeing all of it though, even if I
can’t keep track of who’s claiming
what.
1212www.360i.com Proprietary & Confidential
Off the beaten Convention Center path
CES is the definition of hyperbole.
That’s why I always look for the smaller
events.
Two press events are annual pit stops:
Showstoppers and Pepcom’s Digital
Experience both bring a mix of players
from major brands to obscure startups.
The food’s usually pretty good too. The
better part of my roundup here came
from exhibitors at these events.
Social Media Club always brings a lot of
great people together after hours.
Catching up with founder Chris Heuer is
one of my favorite CES traditions.
I also had a good time at the official
CES Tweetup at the Hilton. Both the
crowd and exhibitors were much better
than I expected.
1313www.360i.com Proprietary & Confidential
They say the media shall inherit
Major media companies are creating so
much of the content that consumers are
flocking to on all these new devices, so
it makes sense for them to have a
notable presence at CES.
The most notable? NBC Universal, with
anchors such as Chris Matthews
broadcasting live from the MSNBC desk
and the central stage that shifted
themes each day, from SyFy to Bravo to
Oxygen. I got to sample the popcorn
balls frozen with liquid nitrogen from
Top Chef contestant Richard Blais – an
added perk.
I’m actually surprised to not have seen
other prominent exhibitions from those
on the content side, though they were
clearly represented among attendees,
including at events such as Digital
Hollywood.
1414www.360i.com Proprietary & Confidential
Is this the place to launch a brand?
Maybe it is.
Reese’s came out with Peanut Butter
Cup Minis during the show, with plenty
of free samples to go around.
There was no clear connection between
the product and the event, even if
someone told me that a messaging point
was that technology keeps getting
smaller, so Reese’s do too. Actually, at
CES, most tech companies focused on
their biggest products; tiny goods don’t
make for the best photo opps.
No one seemed to care. I asked a brand
marketer friend for his take, and he
hoped there was no real connection.
The randomness of it excited him, and
that – with the orange-yellow-brown
branding too boot – may be the way to
stand out in a crowded market.
1515www.360i.com Proprietary & Confidential
Big brands, bigger ideas
I didn’t get to many panels at CES, but I
lined up early for the Entertainment
Matters keynote panel featuring The
Coca-Cola Company CMO Joe Tripodi,
along with leaders from MediaLink,
Akamai, IPG, Microsoft, and WPP.
The money quote came from Tripodi:
“We’re more in the space of managing
communities than creating ads.” He
referred to community management
several times, while other times decrying
push marketing as passé.
Think about what just happened. This
CMO of one of the biggest brands and
advertisers in the world wanted to talk
about anything but advertising.
With Coke’s 22 million Facebook fans
(and growing) – an American Idol sized
audience – that he can reach for $0 in
media spend, he’s on to something.
1616www.360i.com Proprietary & Confidential
Pay it forward
The entire payments field is being
upended. There’s tremendous upside for
a range of players here: Apple and Google
with their app stores, PayPal for peer-to-
peer and merchant transactions, P2P
startups like Venmo, B2C tech like
Square, and the mobile carriers
themselves for direct billing.
Two more to watch:
1) Mitek Systems, which developed the
technology to deposit checks by taking
pictures of them with your phone, a
feature they said will soon be ubiquitous.
They just launched Mobile Photo Bill Pay –
take pictures of bills to make a deposit.
2) Dynamics, Inc, which allows credit
cards themselves to become more
interactive, such as to switch between
multiple accounts or require PIN #s
entered on the card before using them.Image source:
Photobucket - jjagla
1717www.360i.com Proprietary & Confidential
Games even more distracting than ugly carpets
CES is for gamers – and gamers of all
kinds. Microsoft Kinect was a hot
product there but launched months
earlier. EA piggybacked on the console
craze to promote its active2 fitness
lineup with heart monitor armbands.
A personal favorite from the show was
Sphero, a game featuring a robotic ball
controlled by a smartphone. I got to
demo it and while its responsiveness
was a little haphazard, it should be a
ton of fun when it launches, especially
since they’re opening up the code so
anyone can create apps for it.
For those who prefer going offline,
Mattel went totally analog and
announced an Angry Birds board game.
It will probably be the first board game
many of the show’s attendees will have
bought in years.Image source:
iLounge.com
1818www.360i.com Proprietary & Confidential
Return of Smell-o-vision Of all the products at CES I
encountered, here’s the one I’m LEAST
excited about: Game Skunk. Official
description: “Sensory Acumen's gaming
product GameSkunk™ is an olfactory
feedback system device that will
deliver scents connected to game play
for gaming consoles or PC/Macs.”
I don’t care whether it’s an orc, a Sim,
or an Angry Bird . I’m still wondering if
this could be some elaborate hoax.
More description: “Missing from your
game playing role is the ability to smell
the action; the smell of an alien planet,
explosions on the battle field, crashes
on the race track, and even the sweat
of the sport.” You want to smell sweat
and burning rubber?
It’s also the worst-named product. Why
not Game Rose or Game New Car or
Game Fresh Laundry or Game
Something You LIKE Smelling?
1919www.360i.com Proprietary & Confidential
Fine, I’ll mention the tablets
All images via The New York Times,
except bottom right Motorola Xoom via Motorola.com
Yeah, there were a ton of tablets at
CES. Occasionally I’d try to muscle my
way into the crowds gawking at them,
only to give up.
Here’s the only thing you need to know
about tablets today: don’t buy one until
the iPad 2 comes out. You’ll have
buyer’s remorse whether you get a first-
gen iPad or one of the slew of Android
models, let alone any other.
2020www.360i.com Proprietary & Confidential
Hunka hunka burnin’ birthday candles
What’s Vegas without Elvis?
The King’s birthday is January 8, though
I couldn’t find any peanut butter
banana birthday cake anywhere.
2121www.360i.com Proprietary & Confidential
360i
• Blog: blog.360i.com
• Twitter: @360i
• Facebook.com/360iagency
• Web: www.360i.com
David Berkowitz
• Blog: MarketersStudio.com
• Twitter: @dberkowitz
• Email: [email protected]
Keep the conversation going