Posts Tagged ‘CES’
7th January 13
Posted in technology
Author: Saneel Radia, Head of Innovation, BBH New York and BBH Labs
The annual Consumer Electronics Show kicks off in Las Vegas today. The following is a piece written by Saneel for the Huffington Post on “What To Expect” this year. You can read other articles in the HuffPo series here . As always, follow @bbhlabs and @saneel for tweets from the showroom floor. You can also see last year’s recap on why marketers should be relieved based on what we saw.
I’ve been going to CES for a decade. As someone interested primarily in virtual (i.e., software-based) products and the role they can play for brand marketers, clearly I’m a glutton for punishment. After all, CES is a show about hardware, even if its lead brand has historically been the original software company, Microsoft. In fact, CES is not only a hardware show, but because of the copycat nature of consumer electronics, it’s a show about a particular type of hardware from year to year. Sometime between The Netbook Show, The E-reader Show and The TV show, I started losing faith in CES.
Yet I find myself headed back yet again, this time for The Tablet Hybrid show. Like a nerd voyeur, I’ll closely watch tablets breeding with phones in one booth, then breeding with laptops in another. And I have Samsung to thank for it.
You see, a year that proved tremendously successful for Samsung was a bittersweet one for other manufacturers. On the one hand, Samsung has proven that many users do want a device that fits somewhere between a smartphone and a tablet with its huge-for-a-phone (both in size and sales) Galaxy S3. This is on top of its successful Galaxy Note 2 sales. On the other hand, the industry buzzword of “convergence” is finally starting to rear its head. As devices have collided these last few years, manufacturers were pleasantly surprised to see new categories be created instead of just old categories be cannibalized. Just ask Apple. For years, Steve had people leaving Apple stores with iPhone, iPad and MacBook tucked under their arms. However, these new Tablet Hybrids from companies like Samsung fall into a gray area. These mixed breed devices are more clearly competing with their component parts, emerging from the lab as better alternatives to at least one of their parental units. Like some type of nature documentary, this is a case of offspring consuming parent.
I wonder if I’ll be able to sense the nervous anxiety this is creating amongst each of the manufacturers showing off their latest creatures on the carnival — oops, I mean “showroom” — floor.
While I am walking through this reminder of Darwinism, convincing myself yet again that this will be my last CES, I can only assume those people with the huge smiles on their faces are Google employees. You see, it’s Google’s Android Operating System that’s the real winner here. Android is running most of these mutant hybrids, which is incredible given Apple’s domination of the market as recently as 3 years ago. It’s especially intriguing this year, which marks the first show since Microsoft officially bowed out of the partnership with the organizers. That means Google is arguably the most important company in Vegas this CES (although Microsoft will certainly be making noise about Xbox, Surface and it’s shiny new Windows 8 Operating System).
So, it seems a software company will continue to reign supreme at this annual festival of hardware. I wonder what, if any, impact that will have on the show moving forward? After a decade of attendance, I can safely say that software is the lowlight of the event. There’s a sad monotony in playing with clunky interfaces while booth representatives explain why it’s great that whatever I’m tinkering with can’t possibly integrate with anything I already own. I guess working in a booth in which every device is made by your employer has a way of letting you see the bright side of one-stop shopping (with an employee discount).
But for the rest of us still dreaming of the walk-around-from-booth-to-booth-swiping-our-credit-cards-and-laughing-as-we-throw-the-latest-bit-of-not-yet-available-to-the-masses-technology-into-a-big-grab-bag-that-won’t-pose-any-TSA-issues-while-traveling-back-with-us-before-being-installed-instantly-and-without-reference-to-user-manuals-transforming-our-homes-into-scenes-from-sci-fi-movies-where-the-computers-eventually-turn-on-humans-who-for-some-reason-don’t-have-the-good-sense-to-welcome-our-new-electronic-overlords experience, I must say… it’s actually the lack of integration that’s most frustrating. It seems insane all my content and stuff can’t just go anywhere, anytime regardless of the logo on the back of the device. Microsoft never seemed to get it right, perhaps because they never truly embraced the cloud. I can only hope Google fares better.
If they do, I may just give up trying to give up on CES, and book next year’s ticket right from the showroom floor… on my new iPhone 5 of course.
20th January 12
Posted in technologyAuthors: Saneel Radia, Head of BBH Labs NYC & Tim Harris, EVP/Managing Director of Innovation at McCann Erickson*
Last week was the Consumer Electronics Show, an event more widely attended by brand marketers than ever before. Although the show resembled last year’s a bit too closely for our liking, we’ve resisted simply republishing our 2011 recap. What was unique however, is the sense of relief we feel upon our return. Instead of feeling intimidated by the speed of innovation, or anxious from the ever-fragmenting tech landscape, we’ve come home with our industry angst alleviated. Let us elaborate on the trends keeping us relaxed.
No one actually knows how to design for “laplets”
As the world of consumer electronics bounces between convergence and divergence, we were a bit surprised to walk through booths full of laptop + tablet hybrids that seem to be a unique device offering in and of themselves. Then there were phone + tablet hybrids like the Samsung Note. There was even a tablet + gaming rig hybrid. On top of those converging devices, we were struck by the number of input peripherals accompanying them. Peripherals are nothing new, but this onslaught of converged devices with inputs beyond touchscreens is really interesting. It seems touch interface isn’t the panacea we all wanted it to be. When the iPhone and iPad changed the way we did stuff, we figured that was it.
However, one look at how game developers and electronics manufacturers are interacting demonstrates just how difficult it is for content creators to stick immersive content into a touch environment. Ever played a mobile game with dual-virtual-stick control? It sucks. But game developers are still designing games that require it. As anyone that works at an agency has seen, designing irrespective of context happens daily. Sure, we all have our different remedies for this (see BBH’s media design practice), but almost no marketers truly craft ideas from environments. The best simply craft to them, closing the gap as best they can, but not truly letting the context or medium play as fundamental a role as it deserves.
Seeing some of the world’s best content creators struggle with familiar issues, we couldn’t help but let guilty smiles cross our faces. We can take solace it isn’t just us marketers.
TVs being “smart” means we may not have to be
Last year, virtually every booth had the word “smart” displayed on it, obliquely referencing the fact that their TVs were internet-enabled. Although the idea of apps on TVs isn’t going away (especially with gesture-based engagement on the horizon), we saw a more conservative- dare we say even practical- approach to TV apps this year. Instead of highlighting obscure developers they had worked with to make apps, this year the manufacturers were presenting the familiar logos of Netflix, Hulu and Fios. We’d argue such familiarity is welcome to both consumers and marketers. It means less subscriptions for people, and a less fragmented media landscape for marketers.
As TV manufacturers came to the welcome realization that the revenue from app sales simply wasn’t going to change the face of their business, content providers with app-driven models like Netflix have been emboldened (it’s no coincidence Hulu announced its first unique scripted series on the heels of CES). This media-agency-friendly revenue model will make it easier for brands to get onto TV screens without having to partner with developers. Instead, they’ll work through content and distribution companies they already know how to engage. If we had to guess, that means subscription-services like HBO and FiOS will experiment with ad presence of varying levels, depending on the platform (e.g., Xbox 360 vs Panasonic Viera Connect). It’s certainly a lot easier as a brand to think about how to work with Hulu than it is to sort out unique offerings across Sony and LG devices. No one should be more relieved about this consolidation than marketers, a group notoriously bad at partnering with developers and quantifying value in new ways.
Perhaps most importantly, media deal-making lunches have been preserved. Phew.
We put a big bet on Apple and we seem to be winning
Apple is famously absent from every CES, yet it’s clear to any attendee that they are present, if not formally as an exhibitor. Last year was a show of iPad alternatives. The year before was an exhibition of iPhone derivatives. This year was the “hey we have a MacBook Air too” show. Apple certainly didn’t invent the ultra-thin laptop, but any analysis of the design and feature-set selected across various manufacturer’s devices (see Samsung’s new Series 9, Dell’s XPS 13 or any device featured by Intel as an Ultrabook) reveals a very Apple-like device.
Once again, a comforting thought donned on us as we walked the Convention Center floor. Few industries have adopted Apple products as early and as deeply than the ad industry. As creative teams relentlessly pitch tech ideas born from an Apple-centric view of the universe, they may just start to see more nodding heads and fewer rolling eyes. Agencies are notorious for their dogmatic approach to ideas. In this case, Apple’s vast grip on consumer electronics may justify our utterly biased view of tech experiences.
It seems creatives have yet another thing to thank Steve for.
The home is connecting to retail (and we had nothing to do with it)
We’ve all been hearing about the refrigerator that tells you when you’re low on milk since before there were computers (fine, not quite that long, but still). This year’s CES brought all of the “smart” into context for the truly connected home. An LG refrigerator not only speaks to your phone or tablet to tell you all about its contents or encourage you to fill it up again– it also helps you manage a diet via personal profiles and nutritional information. Smart vacuums and ovens do their duties when you’re not even home, and some appliances talk to each other to save on power usage. We’re used to hearing about appliances that talk to retail (or an online grocer), but this year, the retail environment talks back. Walking through the stores of the near future, we’ll get notifications about relevant offers, loyalty plus-ups and even recipe analysis based on what’s at home in your fridge. We’ll no longer have 58 heads of garlic at home or 9 jars of cayenne pepper. What a pleasant surprise– we’ve been trying to solve for the gap between home/planning and shopping/buying forever in marketing. Promotions, brand extensions and partnerships will have much more clarity, because they’ll be based on consumer need rather than marketing guesswork. LG, Alcatel-Lucent and others have given us a palette from which to create truly integrated designs for the makers, sellers and buyers of everyday products. In other words, marketers’ inability to close the gap between retail and brand experiences may soon be a non-issue. The tech industry is sorting it out for us.
Now maybe we can help them figure out how to make their biggest event fresh again.
*Saneel & Tim were two of the co-founders of Denuo, and this was the 10th CES they’ve attended together. They’ve come home broke, and in a fight, after each.