(cross-posted from the space150 blog)
We recently attended CES 2017 in Las Vegas. This year, our annual pilgrimage to tech’s biggest showcase underscored a lot of what we’ve been exploring at space150 in 2016, including voice-enabled devices and VR, but in many instances set the stage for new exploration in 2017. From a new definition of sensory perception to diverging definition for the future of mobility. One thing was clear – 2017 will be exciting.
Below, please find trends we’re watching in 2017 and beyond following CES:
Assistance Through Assistants
While a decade ago, cameras and photos were the function that drove tech, today, microphones are the new cameras. More and more, on-demand, voice-enabled is becoming mainstream. Amazon and their Alexa won CES, and they didn’t even have a formal presence.
While this may mean some very useless and rudimentary experimentation with voice assistants in the short-term, we also saw some gems. Whirlpool, for example, announced appliances that respond to your voice (via Alexa), as did Ford. GE also rolled out voice-enabled appliances. The Internet of Things (IoT) is increasingly practical and affordable, and no where are voice assistants more logical than when built into these systems. I think about my kids who have an expectation for touch screens – but this lays out a future that is much more on-demand. Imagine your child’s first word is “Alexa” or “Ok, Google”.
There was also a lot of buzz about the over complication of consumer devices by making them IoT-capable. Does a hairbrush or clothes iron need an app? Not today (although those products also launched at CES 2017). But the more data we have and greater connectivity of our lives, the more possibility advertisers have to truly understand how consumers act, use products and understand messages. Today, I can ask Alexa in my kitchen to start my car or how much gas is left, and that would have seemed ridiculous five years ago. Now you can turn on and check the status of your iron, coffee pot and crock pot the same way.
What does this mean for brands? As agencies and marketers, we need to help brands think through how screenless and voice-controlled interfaces so that we can add value to the consumer. What is your consumer’s experience with your brand using solely their voice, and how can you provide value day-to-day for them by connecting your existing apps, databases and your knowledge of them? At space150, we launched an Alexa Skill in December, and we’re still learning from that as we build these for clients — interaction design, tonality and more.
Adding New Senses to Experience Design, UX and Products
On that note – and in addition to Voice, at CES we saw a significant amount of innovations in audio, gestures and haptics. More and more we saw the idea of going beyond the touchscreen to actually bringing feeling to our digital lives. This isn’t smell-o-vision. These are screens and air gestures we can genuinely feel as if they are physical objects.
We saw haptic (touch) technology coming to shoes, shirts, dashboards, TVs and touchscreens. One of the more interesting demos we saw was Tanvas, which wants to add the ability to feel texture on a touchscreen with a new haptic feedback technology rooted in ultrasonics. Imagine a world where a haptic forcefield could keep your fingers away from hot surfaces such as an oven. That was a demo, and it was impressive (assuming you can keep bacon grease out of the tiny speakers). We also saw VR shoe demos designed to give the wearer the feeling of rough or wet texture. It’s early for this technology, but it’s certainly an area we’ll be monitoring.
For brands, this mean that we need to start thinking about senses beyond sight and designing for touch. Textures, gestures and feelings will dramatically change how we think about user experiences and how our customers interact with our content, apps and products.
VR Entering the Age of Inside-Out Enlightenment
Every single major brand (auto/electronics/home/IoT/drone/photography/etc) had some type of VR, 360º or AR experience in their booth this year to tell their story to attendees using immersive media. Most of the experiences were rudimentary and focused more on using VR/AR technology to build a line at the booth versus telling an amazing story using this new medium. But that wasn’t the story worth telling this year.
The biggest VR product launches worth noting at CES 2017 were: 1) Wireless VR coming thanks to new HTC Vive options, and 2) Qualcomm’s Snapdragon Power Rangers Demo, which shows the true future of inside-out VR — powered by your phone, not a helmet hooked to a powerful computer. Think Samsung Gear VR or Google Daydream except it’s six degrees of freedom. This is truly walk-around VR, not 360º video or just up/down/left/right controls.
This is the future of VR/AR — wireless experiences powered by your phone, and we caught a glimpse this year. And although it’s early days, the future of these experiences will be mobile. But the technology is going to take time to get there, from hardware to software to the developer kits that make them run. Marketers should focus on how to tell stories people care about with this new tech as part of their toolboxes. Inside-out, mobile VR is only going to grow, but the only way to be ready for the future is to understand where we’re at today.
Autonomous Cars are on a Mainstream Collision Course
One of the more interesting anecdotes we heard at CES this year was from Shelly Palmer, who advises companies like Verizon on innovation. He relayed a story about Ford CEO Alan Mullaly at CES in 2012 who said at that time that, due to risk and regulations and insurance and human nature, we would never see autonomous cars in our lifetime. But here we are five years later and CES was aflame with autonomous, self-driving and assisted driving innovation.
This year, every major automaker was showing off self-driving templates, sensors, and technology that envision a much different future than what Mr. Mullaly claimed in 2012. In fact, Ford has now announced production of a fully autonomous ride-sharing fleet by 2021. The competition fierce with each company taking a different path. However, what was clear is that driving as we know it now looks much much different in the future. It will change very drastically in the coming years, and every single car company at the show (including Honda, their first year) was showing off their take on this emerging tech.
For brands, we are at the beginning of a post-ownership and post-human-driver age, and that’s worth noting. Volkswagen painted a picture (via VR demo) of all the free time consumers will have in their vehicles when they don’t have to concentrate on driving. This means brands will have new moments to capture a consumer’s attention and new considerations for when, where and how we can engage them with a brand message during this downtime. It also means smart brands are going to starting thinking about this tech ecosystem early to be prepared.
Robots Are Real
One of our least favorite “trends” this year was the continued infatuation with anthropomorphic robots — or robots that look and act like humans.
The media coverage coming out of the show seemed fixated on some examples of robots that walk like us, play chess like us, follow us around and read to our kids. In our opinion these are a distraction from some of the more innovative ways that AI and computer-assistance are really positioned to improve our lives. Because, the robots — machines capable of carrying out a complex series of actions automatically, especially one programmable by a computer — are already here. They’re in our pockets, our cars, our homes and workplaces.
We’re seeing less desire year-over-year for C3PO-style, Rosie The Robot-style tech, and believe brands should instead be laser focused on creating intelligent systems that tie to the cloud and improve our lives.
How Brands Told Stories in Unique Ways at CES 2017
Finally, we saw some tremendous brand storytelling that tapped into emerging tech at this year’s show. Specifically, we would call out a few brands:
- American Express (client) used CES as an opportunity to unveil an Escape Room for visitors with branded clues.
- Meanwhile Intel used AR/Hololens tech to showcase storytelling with “invisible” technology.
- Finally, leveraging the upcoming Power Rangers movie, Qualcomm used CES to create buzz for its new inside-out VR tracking, using a Power Rangers helmet.
Check out our video run-down below. We shot the whole thing using Snapchat Spectacles for that POV feeling. Based on the trajectory of the trends we saw, we expect 2018 to be an even more innovative year for CES.
Join space150 for Excited for Change: 2017 Trends for the Modern Marketer in Minneapolis on January 8th. Our VP of Brand Innovation, Greg Swan, will be leading this MIMA panel with leaders from Land O’Lakes Inc., Thomson Reuters, Fjorge and Regis for a forward-looking discussion on 2017 trends, what’s next, and how to avoid fad fatigue in 2017.
Tickets available here.
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