THE 2015 CONSUMER

ELECTRONICS SHOW (CES)

FEATURED APPROXIMATELY
160,000 ATTENDEES AND
3,500 EXHIBITORS FROM
AROUND THE WORLD, THE
EQUIVALENT OF 35 FOOTBALL
FIELDS FILLED WITH THE
LATEST IN TECHNOLOGYDRIVEN INNOVATIONS.
CES, the biggest technology show of the
year, is where brands, startups, celebrities,
analysts, marketers, geeks and more kick
off the new year in an attempt to
understand the devices, technologies and
trends that will shape the future. Or at least
the next 12-16 months.
This year, saw the launch of C-Space, a
partnership between the ANA and
Consumer Electronics Association (CEA),
with a separate conference track aimed
specifically at marketers.
And at The Sands, a new space was
opened, dedicated to wearables, health
and wellness technology and the Eureka
Park start-up convention, which features
innovations from over 20 countries.

REVENUES FOR THE CONSUMER ELECTRONICS

INDUSTRY ARE PROJECTED TO GROW 3% AND REACH
AN ALL-TIME HIGH OF
$223.2 BILLION in
2015.

MEC@CES, OUR CURATED

THOUGHT LEADERSHIP
EXPERIENCE, FEATURED
EXPERTS, DISRUPTERS AND
PIONEERS FROM ACROSS
INDUSTRIES, SHARING THEIR
VIEWS OF WHAT MARKETING
IN A CONNECTED WORLD
MEANS
BRANDS.
Panelists &FOR
speakers
included:
Brian Cooley, CNET
Mick Ebeling, Not Impossible Labs
Brian Wong, Kiip
Tony Hsieh, Zappos.com
David Carr & Meredith Levien, New York
Times
Elyssa Gray, Citi
Jim Nail, Forrester Research

Through these powerful minds and influential

entrepreneurs, we gazed into the tech trends of
2015: how doing good is good branding, the need
to look beyond real-time marketing to address
real-time consumer needs, how brands should
focus on delivering happiness through culture
and customer service among much more.
We also featured our MEC & AT&T Live
Experience. This CES installation highlighted our
partnership with Mashable and its proprietary
Velocity platform, as well the first ever-agency
access to Twitters Curator Tool to drive both paid
and organic content for AT&T.

TRENDS FROM

& WHY THEY

MATTER TO YOU

Overall, one theme stood out

INNOVATION HAS GONE MAINSTREAM
If 2014 was the year that being a nerd became
mainstream, and even something to aspire to,
CES proved that in 2015, innovation is
mainstream. As cultural behaviors continue to
evolve, both consumers and brands are
recognizing that much of this evolution is being
driven by technology and the opportunities that
technological innovations allow.
More curious and inquisitive than ever before,
consumers
want a better understanding of the platforms and
tools that are shaping their futures both today
and tomorrow. Whether its 3D printing, wearable
technology, smart cars or the next awe-inspiring
device, consumer curiosity is driving brands to
innovate like never before.
As a result, CES is no longer about introducing
new technology; its about introducing new
influences and opportunities to evolve the way
we live and engage with the world around us.
It is imperative that we continue to track these
devices and technologies throughout the year to
understand how and why they are evolving, and
to determine which companies with whom to
build relationships in the future.

Virtual Realitys ability to be a part of advertising and

marketing became palpable this year. Demos of
consumer-facing Virtual Reality (VR) products finally
hit the tradeshow floor, including the Oculus Rift and
Sony Morpheus.

VIRTUAL
REALITY
IS NO
LONGER
A
VIRTUAL
CONCEPT

While VR has potential to become as commonplace

as smartphones or tablets, it still has a way to go
before it seamlessly integrates into everyday life.
Brands are working
to determine the ideal form factor, content
parameters and other key components that can make
or break VRs mainstreaming capabilities.
It became clear at CES that VR can, and will, offer
new communication opportunities outside of the
gaming and entertainment worlds, giving people the
chance to interact within and alongside the real world
via the virtual world.

WHY THIS MATTERS TO YOU

This is a new content-centric landscape for brands,
whether or not they have already tapped into gaming as a
marketing opportunity. Be inspired and learn from brands
like Samsung which have made VR experiences
customized with products like Milk VR, a VR video service
for its Gear VR platform, as well as more immersive VRdriven gaming opportunities.
As consumer interest in VR continues to rapidly accelerate,
and companies push to determine the best applications for
their VR investments (e.g. Facebooks $2 billion purchase
of Oculus VR), new chances to leverage the technology will
emerge as the devices enter the marketplace and
consumers find practical ways to integrate it into their
lifestyles. Consider if developing a relationship with one of
these partners could be of benefit to your brand.

VR HARDWARE SALES ARE

EXPECTED TO GROW FROM $1.4
BILLION THIS YEAR TO $2.4
BILLION IN 2017.
Source: VR consulting firm KZero

VR SOFTWARE SALES, WHICH ARE

CURRENTLY COMPRISED OF MOSTLY
VIDEO GAMES, ARE EXPECTED TO
REACH $2.8 BILLION BY 2018.
Source: VR consulting firm KZero

VIRTUAL
REALITY
IS NO
LONGER
A
VIRTUAL
CONCEPT

Samsung introduced Milk VR, a

virtual reality video service for its
Gear VR platform, offering free 360degree videos to Gear VR virtualreality headset users. The goal is to
give users streaming and
downloadable video content that
makes the most of virtual realitys
offerings.

Oculus offered its first public

demonstrations of the Crescent Bay
prototype device. Crescent Bay improves
upon previous models, offering a lighterweight and more comfortable device with
better resolution and tracking, functioning
at the ideal 90Hz refresh rate for VR.
Oculus has already been testing brandfocused ways to use the technology,
recently partnering with Marriott Hotels to
provide guests with fully immersive virtual
travel experiences, teleporting users to

VR company Sensics and gaming

company Razer came together to launch
the Open Source Virtual Reality (OSVR)
platform in an attempt to standardize
the development of Virtual Reality. A
development system (vs. operating
system), the goal is to help get VR on
different types of hardware, e.g.
consoles and head displays. Early
supporters include Leap Motion and the
International Game Developers
Association.

The Internet of Things came full-circle at CES this

year. With of a slew of connected devices that can
be controlled via consumer-friendly hubs (e.g.
smartphone apps), we saw the Internet of Things
cross over from a buzzword to mainstream
adoption.

SMART
PRIMES
ITSELF
FOR THE
MAINSTREA
M

This is a massive shift. Previous years

emphasized stand-alone gadgets, but this year
CES hosted a staggering number of connected
devices, critical for the evolution of the
Connected Home concept.
With products such as Google Nest, and
platforms such as Lowes and Belkin, theres
never been a better time for consumers to begin
connecting their devices to different parts of their
lives. While standardizations regarding platforms
and security are still in flux, we expect providers
to tackle these topics in the coming year to
ensure consumer safety and confidence.

WHY THIS MATTERS TO YOU

The Internet of Things is here, and now is the time to
understand a brands role in it. Either highlight smarter
capabilities embedded within your brands offering, or find ways
to plug into larger connected offerings already in existence.
Apples HomeKit development platform, which allows brands to
build smart home devices that can be controlled via Apple
iPads/iPhones, is an example of the latter. The potential for this
market is lucrative in uncovering new ways to be a part of
consumers lives and tap into new streams of data to provide
improved, holistic experiences.
This is an important time for privacy; as more devices become
connected to the Internet and to each other, there are more
opportunities than ever for security breaches, with hackers
having potential access to sensitive real-time information

The global market for

Internet of Things devices
and services is expected to
exceed $7 trillion by 2020,
up from $1.9 trillion in 2013.
Source: Market research firm IDC

SMART
PRIMES
ITSELF
FOR THE
MAINSTREA
M

Nest unveiled a range of new partners for its

Works With Nest developers program,
including Lutron, Insteon, August Smart Lock
and Philips Hue. The new partners will build
Nest products into its ecosystem.
For example:
When Nest Protect senses something is
wrong, a users Philips Hue lights will flash
on
and off to get users attention.
Belkin unveiled a series of WeMo
Sensors that fill many home
automators gaps, such as single
vendor compatibility and improved
awareness of what happens within
a home via tools like magnetic
window and door sensors. The
sensors come in an array of sizes
to address a slew of needs, and
can be attached to anything from a
dog collar to a night side table.

For example, WeMos Keychain

Sensor serves as a digital tracking
device, alerting users when people
come and go from a home, and
can be used for either tracking
children or triggering other
connected home actions.
The WeMo sensors connect to a
homes WiFi network and works
with the WeMo app on both
Android and Apple devices.

A user of the August Smart Lock can set

their
Nest Thermostat to Home when they
unlock
their door, triggering their house to warm
up/cool down. Users can then lock their
doors
when they leave, triggering the Nest
Thermostat
to Away to save energy.

WEARABL
ES HAVE
BECOME
WANTABL
ES

Everyone knew that wearable technology would

be on full display this year, thanks to the CES
Wearables Marketplace feature at the Sands
Hotel. However, they may not have anticipated
how these devices have become even more useful
as a result of becoming even smarter. With many
devices tapping into the learnings of the Internet
of Things, wearables have expanded, offering far
more enticing features beyond health and fitness
monitoring.
Integrating smart technology into almost anything
that can be worn by a consumer, including jewelry
and clothing, the wearables marketplace has
grown from being a trend to an impending part of
everyday life. And as many wearables move from
focusing on fitness to a full spectrum of health
areas, were seeing new (potentially endless)
possibilities.

WHY THIS MATTERS TO YOU

As different features (e.g. sensors, cloud computing) come
together in new and evolved offerings, while other devices
focus on specific industries like health or hospitality,
wearables continue to hint at potential for marketers to
connect with consumers like never before. These devices
provide the chance to be closer (literally and figuratively) to
consumers, and uncover new data streams that we never
before imagined could be possible.

Overall wearable unit sales are

predicted to reach 30.9 million
units (a 61% increase from
2014) and generate $5.1 billion
in revenue in 2015 (a 133%
increase).

We will continue to see wearables enter the market and

cover almost every possible consumer need, from tracking a
dogs daily activities to helping a user meditate. Like with
any technology, as consumers test and adopt these devices
into their lives, its critical to understand why and how they
are leveraging the devices, and find ways to help them
make the most of those experiences.

Source: CEA U.S. Consumer

Electronics
Sales and Forecasts study

WEARABL
ES HAVE
BECOME
WANTABL
ES

Quell is an FDAapproved medical

wearable designed to
leverage electrical
stimulation to relieve
chronic pain. It can be
controlled using a
smartphone and allows
users to track usage
and follow therapy
regimens.

Withings announced
the Activit Pop, a
smartwatch that keeps
it simple, tracking
movement and activity
and reporting it to
Withings iOS app. The
$150 watch is among
the few wearables
currently available that
are practical and
aesthetically attractive,
designed in a slew of
materials and colors for
personalization.

Osterhout Design Groups

new, lightweight consumer
smart glasses are based on
the company's R-6 glasses,
already in use in enterprise
and government agencies.
Powered by Qualcomms
Snapdragon 805 chip (the
chip Samsung Galaxy Note 4
uses too), and running full
Android, the smart glasses
represent the market
evolution first kicked off by
Google Glass.

LG and Audi are

working a version of
LGs G Watch R
smartwatch. It is
predicted that it will be
built on the Android
Wear operating system
and will support and
control in-case
operating systems.

CARS AS
THE NEW
CONSOLE
S

Cars have always been a cornerstone of CES, and

this year was no exception. While we heard about
self driving cars in past years, 2015 provided a
look under the hood to see where the future of
auto technology is headed: towards automation.
Some of these smart features are already available
in cars on the road today, and more are coming this
year.
Connected cars are no longer a Jetsons-esque vision
for a far-away future. As of today, new ways of
integrating consumer-facing technologies such as
wearables and smartphones into the dashboard and
driving experiences of cars offer opportunities for
connectivity and targeting.
While there are still plenty of hurdles for automated
self-driving cars to overcome (e.g. security and
legislation), features like self-parking, adaptive
cruise control, and vehicle-to-vehicle
communication will be here before you know it (if
they arent already).

WHY THIS MATTERS TO YOU

While were still a ways away from owning selfdriving cars, the future of automobiles will be
driven by innovations focused on connectivity and
automation.
With the promise of bringing new experiences, like
commerce and targeted radio to cars, connected
cars offer personalized ways to turn the driving
experience into an infotainment experience.

Increased levels of intelligence can only improve

the consumer experience, and automation
alleviate many of the stresses related to driving
and commuting. The result is less clutter for
brands to cut through, and new ways to capture
attention on and off the road.

CARS AS
THE NEW
CONSOLE
S

Chipmaker Nvidia unveiled the Tegra

X1, its most powerful mobile
processor ever, designed for cars.
Dubbed "the world's first mobile
super chip by CEO Jen-Hsun Huang,
the world's first teraflops mobile
processor will be used in cars, with
the belief that future cars will be
the most advanced computers in the
world.
Nvidia also introduced the Drive PX,
a new car computing platform based
on the Tegra X1 that will be

Parrots RNB6 offers a device that fits

into almost any modern-day car, with
a dash camera build into it. The
result? Operating system agnosticism
and the ability to upgrade any car.
The device features navigation,
hands-free telephone operation and
on-board diagnostics, as well as a
CarPlay/Android Auto feature,
ensuring users arent stuck with one
operating system.

GM announced an expanded OnStar invehicle subscription concierge service,

featuring AtYourService connected carcompatible mobile app.
AtYourService brings commerce to
cars via partnerships with brands like
Dunkin' Donuts and Priceline, and
offers coupons through digital
providers RetailMeNot and
Entertainment Book. Other new
features include the ability to evaluate
drivers performances and predict
when parts may need repair.

TV
EMERGING
AS A
SUPERPOW
ER

WHY THIS MATTERS TO YOU

Beside being aesthetically attractive and offering better
viewing experiences than ever before, most of the new
TVs not only feature ultra-high definition 4K resolution,
OLED (organic light-emitting diode) display technologies
or both, but they also remove the need for additional
streaming devices (e.g. Apple TV), offering streaming
content from popular sources like Netflix and Amazon.
By removing the need for additional devices, consumers
will have more opportunities than ever to access
traditional cable, satellite television or streaming content
on an in-home device as opposed to on a portable
device like a tablet, laptop or a smartphone. This is a
dynamic opportunity for those looking to reach
consumers in the home vs. on-the-go.

Yes, we saw plenty of big, shiny new 4D TVs, just

as weve seen in previous years. Really
impressive this year, was the way that
companies (both technology and media) were
showcasing new ideas to leverage data and
content, impacting how brands connect with and
communicate to consumers. Mega-brands like
Sony, LG and Panasonic announced new TVs, as
well as partnerships with content creators like
Netflix and Walt Disney Studios to set standards
for 4K TVs and content.
Sony and Dish Network both demoed their newly
launched virtual MSO services (Sony Vue and
Sling TV), while brands like LG and Samsung
showcased smarter, even more connected TVs
that will not only continue to drive consumer
viewing habits, but also potentially shape them in
the future.

Shipments of so-called 4K ultra

high-definition TVs are projected to
reach four million units in 2015, an
increase of 208% over 2014.
Source: CEA U.S. Consumer Electronics
Sales
and
study may purchase a
33%Forecasts
of consumers

4K TV within the next three years,

while 44% said they are likely to
purchase a smart or Internetenabled TV.
Source: CEA U.S. Consumer Electronics

TV
EMERGING
AS A
SUPERPOW
ER

Streaming video technology provider

Roku is working with manufacturers to
embed its software into their TVs,
wanting to bring consumers an
affordable, highly usable smart TV
experience and recognizing that not
every household is investing in an
independent streaming player.
Roku launched a partnership with
Insignia, Best Buy's house brand,
which will bring Insignia TVs with builtin Roku TV features to Best Buy stores
this spring. Theyve also signed a deal
with Haier, who will begin selling
Roku-powered streaming TVs later this
year.

CES also saw the launch

of UHD Alliance, a group
comprised ofconsumer
electronics companies,
TV service providers and
studios. The organization
focuses on setting new
standards for HD content
and devices but does
not give answer to the
many questions about
why consumers should
upgrade their TVs and
what it would mean for
their viewing experience.

Dish Network launched

Sling TV, a web-based
offering that provides live
and on-demand TV content
via Internet to a slew of
devices (e.g. TV,
smartphones). Dish says
that it will be $20/month,
about a fifth the cost of the
average household cable
and satellite service bill.
The ability to watch live
content (e.g. news and
sports) without a cable
subscription could be
enticing for those

Netflix announced
Recommended TV, a
new program that helps
users find specific TVs
based on the content
they're looking for.
Based on Netflixs
ability to assess a TV's
connectivity and imageprocessing
technologies, it will
help consumers find
the optimal TV set to
watch their desired
content on.

MORE SIGHTINGS FROM THE CES FLOOR

MOBILE TECHNOLOGY:

The key device bringing together the various

aspects of our lives, and the future bridge for
our wearables and connected home
technologies. Ex: LG Display's dual curved
display smartphone concept device;
Microsofts Nokia 215, the cheapest
Internet-ready mobile device Microsoft has
produced.

3D PRINTING:

Introduced user-friendly features such as

new material forms and low cost options. Ex:
XYZprintings Food Printer creates shapes
from food items.

GAMING:

Tapping into consumer interest for on-the-go

and Internet-enabled gaming capabilities.
Ex: Razers Forge TV is a microconsole
powered by Androids operating system,
allowing users to play Android games with
Razers Serval controller.

DRONES:

Unmanned systems are growing in popularity

as consumers find them entertaining and
brands test ways to make them useful. Ex:
DJIs Inspire 1 is a handheld camera drone
offering 4K resolution for both photos and
videos

ROBOTICS:

Using artificial intelligence to provide new

ways to interact and connect with people by
closing perceived gaps. Ex: Suitable Techs
BeamPro robot gives employees virtually

CES 2015 DECODED: TERMS THAT MATTER

BITCOIN - A software-based online payment
system where payments are recorded in a
public ledger using its own unit of account,
also called bitcoin. Payments work peer-to-peer
without a central repository or single
administrator, which has led the U.S. Treasury
to call bitcoin a decentralized virtual currency.
IFTTT ( If This Then That) - Pronounced like
gift without the g, it is a web-based service
which allows other services (e.g., Gmail,
Google Reader, Instagram, Craigslist) to be
programmed by means of using publically
available and consistent, simple conditional
computer programming statements (called
recipes). An example of this is if the user's
photo is tagged by someone on Facebook, then
that photo will be added to the user's cloudbased photo archive automatically.
MAKERSPACES - Community centers with
tools. Makerspaces represent the
democratization of design, engineering,
fabrication and education (e.g. Pebble Watch,
MakerBot and Square).
RFID (Radio-Frequency Identification) - The
use of radio waves to read and capture
information stored on a tag attached to an
object. A tag can be read from up to several
feet away and does not need to be within
direct line-of-sight of the reader to be tracked.
BLE - A new version of Bluetooth that makes
wireless connections between BLE-enabled
devices over short distances. To showcase how
BLE is different, think of cellular
communications that provides wireless
coverage with a footprint measured in miles;

DRONES - Formally known as unmanned aerial

vehicles (UAV), a drone is a flying robot. The
aircraft may be remotely controlled or can fly
autonomously through software-controlled
flight plans in their embedded systems,
working in conjunction with GPS.
OTT (over-the-top content) - In broadcasting, it
refers to delivery of audio, video, and other
media over the Internet without the
involvement of a multiple-system operator in
the control or distribution of the content.
BLUETOOTH 4.0 - Backward-compatible with
all other versions of Bluetooth, so you can pair
existing Bluetooth headsets with the new
iPhone without a problem. The Apple iPhone 4S
was the first phone to ship with Bluetooth 4.0.
HI-FI SYSTEM (High fidelity) - A term used by
home stereo listeners and home audio
enthusiasts (audiophiles) to refer to highquality reproduction of sound to distinguish it
from the poorer quality sound produced by
inexpensive audio equipment.
EMBEDDED INTELLIGENCE - Characterized
as the ability of a product, process or service
to reflect on its own operational performance,
usage load, or environment in order to
enhance the product performance and lifetime,
to increase quality or to ensure customer
satisfaction.
3D PRINTING - Achieved using an additive
process, where successive layers of material
are laid down in different shapes. 3D printing
BYisCARY TILDS,
also considered distinct from traditional
GROUPM
machining techniques, which mostly rely on

1995 was the last big moment in

technology. 2015 will be another
turning point. Were going from
a 2D world to a 3D world. This
additional dimension will change
how we experience computing.
- BRIAN KRZANICH, CEO, INTEL
A great brand is a
story that never
stops unfolding.
- TONY HSIEH, CEO,
ZAPPOS

Think about people as

a collection of
moments,
not targets.
- BRIAN WONG, CEO,
KIIP
Impossible is a question of time.
You have to commit and then figure
it out.
- MICK EBELING, CEO, NOT
IMPOSSIBLE LABS

Data is a political tool. If

you put data on the table it
can adjust the way you
manage, the way you lead.
- MIKE STENBERG VP WEB
& INFRASTRUCTURE,
SIEMENS
Many people think its [the
Internet of Things] in the distant
future. Its not. Its 2015, and
we are going back to the future.
- BK YOON, CEO, SAMSUNG

[Brands] have to find a way to

find or build a big enough
campfire for people to gather
around.
- DAVID CARR, NEW YORK
TIMES
Technology is how we get
things done.
- BRIAN COOLEY, EDITOR,
CNET

THANK YOU TO ALL THE

MEC@CES
CONTRIBUTORS!
To see more of what happened as it
happened at CES 2015, download
the
FlipBoard
MECGlobal
For questions, please contact:
Whitney Fishman
whitney.fishman@mecglobal.com