Brainfood: CES Rewind Future Forecasting and Foreshadowing

February 10, 2011

Fallon Brainfood—trends, ideas, opportunities, and thought leadership for our brands.

Brainfood is our all-agency food-for-thought.

Where we’ve been in recent years: Being Digital // Virtuality // Design For All // China Rising // The Social 10 // Fall0nylitics // Mobile 10 // Overheard: Wiretapping the Social Web for Insights and Strategies // and more

Upcoming: TV 2.0 // Coupons 2.0 // Strategy for Web Video // Modern Luxury // How to Build Apps // UX and You

Missed previous Brainfoods? Go to http://www.slideshare.net/group/we-are-fallon

Presenter

Jacob Abernathy, Creative Technologist

Applying CES Technology

•  What is CES and why is it relevant?

•  Top trends and technologies

•  How the trends affect Fallon

•  Opportunities for our clients

•  Application of creative technologies to our communications ideas and client thinking

”Consumer electronics are a harbinger of emerging media experiences and offer insight

into evolving consumption habits.” Media Daily News

Courtesy of Jacob Abernathy & Beth Freedman

Also, something to expect in the future…

WTF is CES?

“Consumer Electronics Show”

International conference

44 years old and in Sin City for 33 years

A week of never-before-seen technology

140,000+ nerds, analysts, and sales reps

What debuts at CES today is tomorrow’s “normal.”

What I discovered at CES was an overload.

Tablets Displays

Connected Objects

Autos

Gaming Smartphones

Touch + Gesture

Touch + Gesture

Cheap Tech

Social Integration

ARM Chips

Universal Remotes

Charge Pads 3D

iPad Accessories

92” TV

WiFi Hotspots Lady Gaga Augmented Reality Near Field

Robots

RFID

Startups

Bluetooth

Headphones Home Entertainment Med Tech

4G

Android

Open Source Motion

Concepts

Sandy Bridge OS

Digital Audio

eBooks

Geo-Location AV

DIN radio

Nav System HD

Remote-Controlled

VOIP Boxee

But, what’s most important?

1. Tablets

2. Touch + Gesture

3. Smart TVs

4. Genius Phones

5. Internet of Things

6. Autobots

7. Everything is a Game

8. Powered by People

1. The Year of the Tablets!

Over 80 new tablets introduced. Still a fad?

Tablet is a new normal.

The Skinny…

Over 80 tablets introduced

A new normal—fast approaching the “two iPad home”

Brand-new UI and OS for tablet and touch

[VIDEO]

What Tablets means for Fallon and our brands

Validation of the Fourth Screen

Beyond sight, sound, motion

More and better content generation

New efforts in mobile ad units

Lots of media attention for pioneers

Yet, another new communications channel (Doh!)

Deepening complexity of “mobile” to master.

TV content moves onto the tablet.

Any apps and websites need to be uniform

2. Touch My Gesture

Minority Report based on true events

Touch is cool, but Gesture is better.

Touch

New technologies, intelligent, and connected

The beta years are over.

Gesture

Kinect changed everything.

Experimental stages.

Working with 3D. Implications for gaming.

Surface 2.0

Source: Razorfish + Microsoft Media Labs

Touch is cool, but Gesture is better.

Touch

New technologies, intelligent, and connected

The beta years are over.

Gesture

Kinect changed everything.

Experimental stages.

Working with 3D. Implications for gaming.

Kinect Changes Everything Motion Capture, Voice Recognition, Sentiment Analysis

[Kinect video here]

What Touch+Gesture mean for Fallon and our brands

A whole new experience.

Retail, CRM, Interactive, OOH

Beyond sight, sound, and motion

Lots of media attention to the first brands

Depth of possibility as well as complexity.

Deepening complexity of interfaces and UX

Strategy and insights first

“Online shopping is surpassing in-store shopping for many customers, offering additional benefits like

convenience, price comparison, customer reviews and, more recently, social shopping.”

Bob Greenberg Chairman, CEO of R/GA

Source: Adweek Media

Retail Is Saved.

Source: Creativity-Online

3. Smartass TVs

Apps and Internet are standard.

A Smart TV in every home.

Web TV Round 2 or 3. I lost count.

TV companies look to cater to the consumer.

Transitional phase.

Apps now for your TV.

TV’s third dimension is social.

Some new territory.

Models are shifting.

Plenty of experiments.

Source: loewy.com

What Smart TVs mean for Fallon and our brands

Growth of opportunity with your brand story.

Prepare a fluid story between devices.

Glory goes to those who get there first.

Reboot the classic TV spot.

Leverage the social dimension.

Caveat your Brand.

Insights come first.

4. Genius Phones

The new dual-core processor smartphones with 4G will replace your desktop PC.

Smartphones on steroids.

Mobile stepped up its game (nerd-speak).

Dual-core processors

Advanced graphics

Designed for 4G connectivity

New operating systems

Trendy.

Mobile Data Consumption is way up.

Do-it-all devices

Video content will be commonplace.

What Genius Phones means for Fallon and our brands

Highly Capable.

Will run much heavier applications.

Don’t limit your ideas for these phones.

One phone, two experiences.

4G, video content rules the waves.

Robust mobile ad units will be born

Mobile Brief: Nothing else will connect/drive action.

5. Things That Talk To Things

Your refrigerator is a new Wi-Fi hotspot and your laundry just texted you.

The Internet of Things—connected objects

Everything is a computer. Everything is connected.

The Internet of Things. Everything talks.

Household products will change.

Hardware enabled with e-mail, Internet, social, etc.

“Smart Grid”

Appliances that talk to each other.

Reference: “Brave Little Toaster” – Jacob’s favorite movie at age 6.

What The Internet of Things means for Fallon and our brands

Almost limitless possibilities.

Everything talks…new marketing channels?

Not just at home—ubiquitous.

Demands new skill set on our creativity.

Efficient but obnoxious.

Clutter.

Where do you fit now?

6. Autobots

Intuitive, Connected, and Adaptive

Future of Tech for Cars

Highly Connected, Intuitive, and Adaptive

Not just aesthetics. User consideration.

Apps: Never leave home without them.

Mainstreaming electric cars.

Future concepts (distant future).

The Nav System, re-imagined.

What Autobots means for Fallon and our brands

The car can think and talk, now what?

New communications channel.

Agency shift to consultant.

Deeper knowledge of brand’s product.

Fluid transition from device to car.

CAUTION:

Distracted driving is a menace of our times.

Just because you can, doesn’t mean you should.

7. Everything Is a Game.

You’re getting points just for reading this.

Gamepocalypse (borrowed from Jesse Schell)

There’s something to this gaming model:

Games that reflect reality, and vice versa

Human truths within game theory.

Gaming beyond the console

Adds a mental incentive (stuff is addictive).

Opportunity to make fun, sticky experiences

Gaming seeps into everything.

Razor Switchblade

Avatar Kinect

Zamzee

Epic Win

What Everything is a Game means for Fallon and our brands

Games are all around us.

Learn your game theory.

Consider what’s important in games.

As games seep into everything, money can be had.

Not every brand fits, but most will.

When it stops being fun and starts getting annoying.

You’re creating an experience that speaks to a human truth.

8. Powered by People

Technologies for people, not vice versa.

“What new technology does is create new opportunities to do a job that customers want done.”

Tim O’Reilly-writer, activist, futurist, founder and CEO of

O’Reilly Media

Macro theme of CES 2011: Technology is bringing people together.

Social is powernth for brands.

More things connecting people.

People want to connect, and savvy tech gets this.

Infinite data. About people’s needs.

COPIA, recognizes that reading is enhanced by the participation of other people.

Panasonic Viera Connect recognizes that people enhance the show.

Intel + JESS3 offered the best CES sponsorship tchotchke: a tool that connects attendees.

…

What Social Integration means for Fallon and our brands

Harness, Listen, and Enable.

Harness the crowd.

Listen to the crowd.

Offer new value.

Enabling people pays big.

“We shape our tools, and afterwards our tools shape us.”

Marshall McLuhan

So, now what?

Shift your process.

Embrace technology.

Experiment.

Get mobile.

Where the people go, we go.

Connect people.

“Digital by nature.”

“It is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens

in the future.”

Clay Shirky

Discussion.

http://www.slideshare.net/group/we-are-fallon

Let's continue the conversation.

#CESREWIND @Jacob_Abernathy

http://www.fallon.com

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