= CES 2017 Tech + Trends eT Mallee MCL mC salitd er: ha trae Ce CUE lr [rd Brad Alperin, SVP Strategy Director In January 360i sent three of our most tech-savvy enthusiasts to the world renowned CES conference. In this deck they'll highlight the major innovations and consumer trends discovered while there.Introduction The following presentation has been updated for digital distribution. Relevant notes appear in this space below each slide.cES2017 ‘Tech + Trends 35,800+ Exhibitors at CES 20% Didn’t exist three years ago 175,000 Attendees in 2017 55,000+ From outside the United States CES’s numbers continue to growing year-over-year, particularly with regards to startups. This growth can be attributed to startups leveraging the parts, sensors, and technologies that have been developed by their large, multi-national counterparts like Samsung, Intel, and LG.Prete id aI eu = \ \ \ Eureka Park is CES’s flagship startup destination. Since 2012, more than 1,100 early and mid-stage startups have showcased their products on the show floor in the Eureka Park. 360i offered tours of Eureka Park throughout the week to our client teams who were especially interested in exploring the space.If you were to follow only the major headlines CES might seem to be dominated by HDTVs, computers, and appliances. But to insiders the real story at CES is all about the macro technology trends and the consumer behavior driving these innovations.Technology Consumer Trends Innovations Behaviors Technology and Consumer Trends have a circular and symbiotic relationship. Creation of innovations peak consumer interest. Interest then leads to adoption. And adoption then leads to additional innovations. Rinse and repeat.CES 2017: Tech + Innovations Section 1: Tech + Innovations$52 7% wovanions CES 2017 Innovations the tech that’s powering them We'll explore major innovations from CES, and more importantly, the underlying technologies that enable their creation. The following categories all feature standout innovations from the show, as well as icons that represent their enabling technologies.eed Bor UA Voice Driven ciel ee anne Re eaE Rca Broadband Au APIs Mr Rac ry Pret ns eet ay Voice driven computing, led by Amazon's Alexa, dominated CES 2017. Thi: category is enabled by major advancements in natural language processing, ubiquitous high-speed internet, and cloud-based computing.Peery ir) cs Pe Alexa, Everywhere - Despite not having a large physical space of its own Amazon’s two-year old surprise hit, the Echo speaker powered by Alexa, was impossible to miss at CES.in| ite fa Step Aside KITT: It didn’t take long for Alexa to find her way into the automotive sector. With your hands on the wheel tell Alexa to listen to audiobooks and music, request news, add items to Amazon lists, open garage doors, and more.aes ir) Toddler Talk: Mattel’s Aristotle is an Amazon Echo that understands your kids, too. It does all the functions of an Echo, but also acts as a baby monitor, nightlight, and can even play sing-alongs and teach ABCs.SULT) alexa ; ; ° 5 , coiing _evethere Step Aside KITT: It didn’t take long for Alexa to find her way into the automotive sector. With your hands on the wheel tell Alexa to listen to audiobooks and music, request news, add items to Amazon lists, open garage doors, and more.aes ir) = Chinese handset manufacturer Huawei announced that its latest flagship phone, the Mate 9, will ship preinstalled wii challenge to Apple's Siri and the Google Assistant which dominate the smartphone voice assistant space. Sorry Siri: Alexa. It’s a quietPeery ir) The Fridge of the Future: LG’s new fridge, with Alexa baked in, also features a 29” touchscreen with “Instaview,” that turns translucent to show you the contents of your fridge.cES2017 TECH + INNOVATIONS The merging of physical & digital uuu “CO A & © am @ Sensors Computer Neher) jireless & Data Vision ‘Scanning Graphics ConnectivityVirtual Fire Fighting - HTC released the Vive Tracker which allows for the custom development of VR peripherals. They showcased the tech witha firefighting simulator, complete with a “functional” firehose.Merging of the Physical & Digital & PBR craps Daydream On - Google’s much anticipated Daydream headset shipped in late 2016 and has been raved about for it's comfort and features. The fabric-wrapped design was inspired by any techie’s most comfortable clothing item: the hoodie.Merging of the Physical & Digital @ TESS cathy Check Me Out, Mate - A favorite from Eureka Park, Square Off is a chess board that plays like it’s straight out of Harry Potter. Powered by mechanized arms, magnets and Al, the chess board let’s you play against a computer, your friends abroad, or even re-watch famous chess matches.Tech To Chew On - Prevent Biometrics, a Minneapolis-based startup, showed off their smart mouthguard at CES. It connects via Bluetooth to help inform layers and coaches of head trauma from sensors that monitor force and impact direction.©) Merging Physical & Digital a // Futuristic Frames: Google Glass may be dead, but the dream of AR is still alive and well. A slew of companies like Microsoft, ODG Inc., Atheer, Recon, Sony, Seiko and Vuzix unveiled their latest versions of AR glasses and software development kits.eed BoE UA Artificial Intelligence = & CP Dr ie ear POST} Perit Pathfinding ETIIncident foto tT] Helpful Helmet - Cosmo Connected is a break-light that’s intended to save lives. It attaches to the back of any existing helmet via magnet. Should Cosmo detect a collision and the rider doesn’t answer an emergency call it contacts emergency services with the user's geolocation info and medical profile.re slr Clever Computer Vision - a variety of major brands including Audi, Intel, nVidia, Google and many more are getting heavily involved in the same space: Computer vision. It’s the automatic object recognition, analysis, and understanding of useful information from an image or images.er es mutt. a aL fle Gee Bec ao Captcha This - If you've ever used one of these verification “capchas” online, then you've helped teach our Al overlords how to “see”. These programs from Google tap human effort to gain understanding and context from photos that algorithms have trouble understanding on their own.ir Lawn - Don’t tell your neighbor's kid but the robots are even b, too. Like it’s carpet cleaning cousin LG’s Al-powered Il trim your lawn and avoid obstacles along the way. Roomba For \ coming for hi lawnmoweris Example J 2, Layne Harti 4 hy A Picture’s Worth A Thousand Tags - If you're looking to see computer vision in action, download a free Chrome extension called “Show Facebook Computer Vision Tags” and you'll see what Facebook’s computer vision algorithms are detecting from your feed's photos.CES 2017: Trends + Consumer Behavior Section 2: Trends + Consumer Behavior(0) oy, 10k) CTT te ie] EIT Don't Acts Rael ia It adeers (ia ey React. LET 4 The three trends explored in this section.Historically, CES has mostly focused on what we see and hear. But human beings use all five senses. More companies are looking beyond performance to how they engage the senses beyond a product's primary function. Wood and fabric bring a touch of humanity and warmth back to tech.Sensors ‘and senses. Su ncaa Car companies (such as Hundai, pictured here) are planning interiors that use posture, lighting and even scent to enhance mood and health. Not to improve how the car functions, but to improve how we, as human beings, relate to the car and our experience with it.And even something as simple and functional as a USB cable (such as this one from PlusUS) can benefit by creating a more sensual experience for the user.ee Pg ca How can we create a richer, more sensual context around our brands? As marketers, we need to think about the entire experience we provide to consumers. Not just functional and emotional benefits, but how can we can engage more of their senses. Not necessarily to create a better product (or ad) but to create a more sensual, and therefore more human, engaging experience.L But as you look around CES, you see that companies are focusing less on individual products, like this car from Ford, and more systems. As discussed earlier, you couldn't swing a drone at CES without hitting someone working with Amazon Echo (as Ford is) to integrate their product into a larger system.Consumers want to see how various products and experiences interconnect with other products or aspects of our lives. Sony recognized that increasingly, we want our TV and stereo to be part of our smart homes - perhaps controlled by Google’s voice driven Home, as seen here.Soon roy Eee As more prodcuts become part of a connected system, companies are finding innovative ways for people to make use of that system. This example is from SevenHugs, who are creating a universal remote for the home: Point it at your it will turn into a TV remote. Point it at a smart lightbulb, and it will control it’s color and brightness. Point at your front window, and it'll call you an Uber.How can we find ways to etl te te lla Cle aspects of consumers’ lives, Come Molde leet (i (oa eg As consumers get more accustomed to different elements of their technology working together, they will have less patience for brands that don’t become part of a larger experience. We need to as! ‘selves, how can we find ways to connect our brands to more aspects of their lives, or even to other products?In recent years, we've seen many companies focus on the ways that consumers and technology interact. But what was so prevalent at this year’s show was not how products act, but how good they are getting at reacting to us.eet We saw robots learning to better interface with humans via speech, and “expressions,” and enhanced visual capabilities. This “concept-i” from Toyota, with built in Al, does more than drive autonomously, it converses with you and gets to know your physical and emotional states - and responds accordingly!eee ce ana era relaaton a loCoTl Vaan ZTSMC EIN Zor CTI And when something as simple as a desktop lamp begins to use Al to anticipate our needs, and respond to our voice, how does that change what we expect from other products? From other brands we encounter?Don’t Gust) ree To How are we learning about what our consumers think, feel or want? And how are we responding to what we learn? s learn our preferences, and respond to our actions | we have for brands that do not do the same? We have to ask ourselve: Ww are we learning about consumers are thinking and fe , and how are we responthank you New tech can disrupt old behaviors. But so often, the experiences enabled by technology are what create a new set of expectations, too. New ideas about what is expected begin to affect many aspects of our lives. As marketers, it's our job to try to anticipate those shifts and apply that thinking on behalf of our clients and brands.