2015 International CES Day 2 Recap #OgilvyCES

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DAY 2M A T T D O H E R T Y, ASSOCIATE DIRECTOR , GLOBAL DIGITAL CREATIVE DEVELOPMENTOGILVY & MATHER WORLDWIDE

THEREGULATORSThe government can’t keep up with the tech industry, what’s going to happen?

MAKE LOVE,NOT 3DWe have enough 3D printers, and consumer-friendly creative tools are now on the rise.

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4 WEARABLE RESPECT Eventually we’ll see the consumer shift into wearables, how is your brand going to treat them?

INTERNATIONALCES2015

MILLENNIALS ARE F*#%ING EVERYTHING UPMillennials don’t want to buy cars or houses. What does this mean for the tech industry?

IOT AS SIMPLE ASFLICKING A SWITCHThe point of inspiration is the point of delivery.

RECAPDAY 2INTERNATIONALCES2015

M A T T D O H E R T Y, ASSOCIATE DIRECTOR , GLOBAL DIGITAL CREATIVE DEVELOPMENTOGILVY & MATHER WORLDWIDE@ T H E M A T T D O H

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DAY 2INTERNATIONALCES2015

1 MILLENNIALS AREF*#%ING EVERYTHING UP

WE ( BECAUSE I GUESS I’M ONE) aren’t bothered with buying a house or a car. Are you willing to pay for it? But I have to say you guys are listening and not trying to force us to make purchases we don’t want to make (thank you). From an automobile perspective Ford is testing and creating all sorts of flexible user-ship models that steps beyond leasing and owning cars, their German market has embraced this change. While the Internet of Things industry also acknowledges that it has to build for the renter market so we can pickup and go

with our devices and plug that back in at our new apartment.

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2 AS SIMPLE ASFLICKING A SWITCH

HOT ON THE TRAILS of everyone at CES is the wonderful buzzword the “Internet of Things” and it is wonderful, I have a Nest Thermostat and I am in LOVE. But for IOT to takeoff Scott Burnett, Director of Global Consumer Electronics at IBM believes that the point of inspiration is the point of delivery. The Internet of Things should be as simple as turning on a light switch. We don’t want to be inundated with complexities that take us a step longer. And the IOT industry realizes this and is making a tremendous effort to develop relationships with each other that enable consumers to plug-and-play different IOT products into their home that will all work together. Whirlpool Smart Front Load Washer and Dryer with 6th Sense Live Technology is another great example that plugs

right into your, “Works with Nest”, and gets to work to make your life easier.

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3 MAKE LOVENOT 3D

THERE ARE OVER 50 different exhibitors this year at CES 2015 touting their 3D printing capabilities. The inks are getting tastier (you’ll be able to print out Hershey’s chocolate soon via 3D Systems latest food printer) and you can start printing with your very own copy paper at work thanks to Mcor Technologies. But what’s really changing the game is that there are more consumer friendly tools becoming available that’s letting anyone create something spectacular to 3D print. Scanify by Fuel 3D is a handheld 3D scanner that allows you to quickly and easily capture 3D models of everyday objects for 3D printing or on-screen applications. It’s incredible! But you’re probably going to want to wait until the price point comes down.

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4 WEARABLE RESPECT

WEARABLES ARE nothing new at CES. Nor is telling you some stat about a magical penetration rate or estimation of 2018 wearable tech revenue generation in the industry. The truth of the matter is that wearable tech will be adopted once devices do what you specifically want it do, then you’ll buy. OK, so what? Well in the mean time you as a marketer have the opportunity to assess your brand and figure out how you’ll become consumer-centric in the ecosystem they’ll create. Do it right and you’ll earn your consumers’

respect. Do it wrong and you’re going to lose their trust.

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5 THE REGULATORS

AGREED, DRONES ARE COOL but then they freak me out. And have you heard one?! It’s like 10,000 wasps buzzing at once. Can you imagine 10,000,000 of these up in the air? And the sky, we have enough planes as it is. The tech industry is at an interesting time with government and public regulation. Tech is outpacing the FAA and FCC. These government regulators just can’t keep up. The genie is out of the bottle. Local municipalities, towns, cities, states, and the federal government are all trying to regulate the tech industry but aren’t really doing a good job. With so many rules, or lack thereof, are we going to hurt ourselves when it comes to innovation or protect our privacy as humans? Pick your favorite news channel and stay tuned.

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