ces 2017 - sapientrazorfish's top insights from the world’s largest consumer electronics show

SapientRazorfish

CES 2017

SapientRazorfish

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SapientRazorfish @ CES

75+Internal

Attendees

96Clients

12Tours of the

Showroom floor

7Speaking

Engagements

1ST

Appearance asSapientRazorfish

Matt ArnoldSenior Manager, Technology

Jason GoldbergSVP, Content & Commerce

Zachary ParadisVP, Experience Strategy and Global Retail Strategy Lead

Jeremy LockhornVP, Emerging Experiences

and Mobile Lead

Today’s Presenters

The most important CES in 20 years?

CES by the numbers

50Years of CES

3,800Exhibitors

2.6Million Sq. Ft.

600Startups in

Eureka Park

175,000Registered

attendees

55,000From outside

the U.S.

The Winning Product

The last time a “winning” product wasn’t on the show floor was 10 years ago with the

announcement of the original iPhone.

Paradigm shift or parlor trick?

2007 2010 2017

WIN FAIL ?

Amazon Alexa was everywhere…

In VW cars In LG countertop speakers

In Fords

…and 5G was an overwhelming undercurrent200 mbps

Max speed of current 4G LTE

15,000 mbpsMax speed in

Ericsson’s booth

75xSpeed improvement

2018Estimated standard

ratification

5 Key Trends

1. Products to (Eco)systems2. Reducing friction 3. Devices are taught rather than programmed4. Transforming transportation5. Digital and physical are merging

Products to (Eco)systems

01

Big players compete for home ecosystem dominance

LG offered up a variety of smart appliances and robots all controlled by their SmartThinq hub and

also enabled through Alexa.

Samsung introduced Family Hub 2.0 where the “hub” is a smart, connected refrigerator.

Big players compete for home ecosystem dominance

Samsung also showed further expansion of their SmartThings platform, including improved ability to control

devices from your TV, using your voice, and more. Apple’s HomeKit ecosystem continues to grow.

Phillips uGrow Digital Parenting Platform

Vivint smart home products

iDevices smart home products

Xfinity Home Elgato’s Eve smart home products

Bosch reveals its ambitions to connect cities with it’s 5G enabled technology

Qualcomm demonstrates it’s 5G capabilities as well as the IoT it will power

Implications

• Device manufacturers are moving from single device, spec-driven stories to integrated ecosystem stories.

• The battle between closed versus open ecosystems continues to rage with winners on both sides.

• Brands in all categories must increasingly deliver seamlessly interconnected marketing experiences, yet need to think closely about ceding control of their brands to other companies.

Reducing Friction 02

Explicit Implicit

We’re moving beyond touch

BMW’s HoloActive in-car display Featuring haptic feedback

Some exhibitors brought brain control. GeniCan is a wifi-connected bar code scanner mounted on your trash can and integrated with Amazon dash.

Knocki turns any surface into a connected device.

SimpleHuman uses a voice controlto open a trash can.

Samsung’s Family Hub 2.0-enabled refrigerator uses

voice control.

Ford is using voice control in its cars.

Implications

• Natural user interfaces are already resetting customer expectations.

• Brands must choose a platform wisely.

• Search engine optimization, recommendations and advertising are all dramatically impacted.

• First movers are getting outsized returns.

Devices are taughtrather than programmed

03

AI-powered semi-autonomous personal assistants. Mercedes’ 2017 infotainment systems will learn your preferences and predict your destinations.

AI is in everything

Emotech LTD OLLY wins CES innovation award for its use of machine learning through AI for connected home solutions.

REMI is an AI driven alarm clock coaching better sleep from UrbanHello.

This umbrella robot from startup ShadeCraft is called “The Sunflower”.

Implications

• Yet another platform battle brewing as different AI platforms from Amazon/Alexa, Google, Microsoft, IBM, etc. – all power different components.

• Brands must decide to what extent they want to rely on – and yield data to – third parties.

• AI-powered personal assistants will radically increase consumer expectations of personalization. Instant gratification won’t be good enough; brands will have to predict and delivery proactively, without being creepy.

Transforming transportation

04

Intel demonstrates how it’s powering autonomous, connected driving and showcases the massive volume of data needed to enable this. So much

data that it can only be delivered via 5G.

For the first time in CES history, two car companies introduced new concepts here rather than at a traditional auto show:

Chrysler’s Portal and Faraday’s Future

Implications

• This technology is already really good, and there is a massive amount of investment here.

• Autonomous cars are about 5 years from making a revolutionary impact, and drones within the next 5-10 years.

• These forces will disrupt industries, including automotive, but also retail and nearly every service industry.

Digital and physical are merging

05

The Google Tango Enabled Phone located at Qualcomm booth

Consumers are able to select a product of interest from a website, place it virtually into a room, walk around and view it from any perspective to better understand its scale.

Several professional-level devices for creating and streaming live events with high resolution graphics and

sound could be found at CES 2017

Implications

• Interfaces are becoming more seamless and intuitive.

• Fidelity of AR, VR and MR is improving.

• Democratization of tools for the creation of content for AR, VR and MR.

Summary

5 Key Trends

1. Products to (Eco)systems2. Reducing friction 3. Devices are taught rather than programmed4. Transforming transportation5. Digital and physical are merging

60 months.THAT is the pace of change.

Paradigm shift or parlor trick?

2007 2010 2017

WIN FAIL *WIN

Thank You