The world isn’t changING, it has changED ! [how techology shapes marketing]

by Kurt on January 16, 2013

Last week I was in Vegas, on CES, the Consumer Electronics Show. CES is a yearly event that started a few decades ago to showcase new technologies, but it has grown to what it is today: a peak into current and future consumer behavior (as seen through the lens of technology). At least, that’s how I experienced it. On the surface of it, it is still geekshow #1 -LoL.

Let me highlight what struck me as important things that I think will impact consumer behavior in the future. And that future is closer than we think; actually, to a large extend it is already here. That’s why I put the title “the world isn’t changING it has changED” – a quote I stole from Marc Benioff, one of the (very impressive) keynote speakers. When you walk the floor of CES, it’s like you step into the world of Star Wars, today! So, here it goes (I’ve put a hyperlink behind most of the pictures, so click them for more inf0):

MOBILE WILL BECOME THE #1 INTERFACE, FOR… EVERYTHING

We know that mobile is big. It’s happening. It’s here. It is the biggest platform today, and the biggest access point to the internet. Tomorrow (and again, that is already partly happening), it will the central control unit to communicate to people but also to communicate to other devices in your life, whether your fridge, your garden sprinklers, your oven or even your car. It is the one thing that is always closeby, and therefore will dictate how you will decide. Imagine this: you are walking in the supermarket and are wondering what to buy … no problem: through your phone you will be able to check the inventory of your fridge, instantly. Actually, your fridge might pro-actively suggest a shopping list of items needed based on past inventory. Qualcom made it the central theme of its keynote, coined “Generation M. Born Mobile“. Cool and scary at the same time. Here’s the hour long presentation they gave, an absolute must-see: http://www.youtube.com/watch?v=qLv_02-nnWw

TV WILL BE A CENTRAL THING IN YOUR HOUSE

A few years ago, most of us would have said that tv is on its way out. Mobiles, palms, tablets were making waves and the 2nd screen seemed to be the thing to overtake the tv screen permanently. From what I’ve seen, that won’t really be the case. TV’s are changing. They have become “smart”, equiped with cameras (to SKYPE), voice and gesture recognition (for fast and easy access), and loaded with apps. Biggest reason why I believe tv is THE thing: the consumer experience. Consumer experience is at its maximum on a large, ultraflat, ultrafast, ultrasharp 4K, Organic LED (OLED) smart tv screen. One of the top youtube guys confirmed that this is how youtube is viewing it, based on recent consumption behavior of video content. He said: “We see a shift from our second screen (tv) to became the first screen. Although web was the first place where youtube video content was consumed, nowadays consumers choose to watch youtube on the largest screen possible!”. That’s a major change.

YOU WILL HAVE ALL THE TOOLS AVAILABLE TO MANAGE YOUR HEALTH

Health was possibly the biggest theme on CES. So many devices to diagnose, monitor, control and influence your health are being launched right now it just isn’t funny anymore. Within that, your wrist will become a (more important) part of your body. Having a watch or a wearable thing on your wrist that checks your every move is the least intrusive way of helping you out. Next to that, i’ve seen so many devices that have nice features that excite me to give it a go. As self-awareness around health grows, I’m sure so will behavior.

Schermafbeelding 2013-01-07 om 02.29.31

SOCIAL INTERACTION WILL BE DIFFERENT

Giant interactive tables that can have pictures, computer screens, games, etc will undoubtedly change the way we share time with each other. Looks like we will be less social while being more social (we are more connect to each other, but individually consumed by our own little world). But there is hope: Whirlpool for instance showcased a new technology (“fireplace concept”) meant to bring people together again around the dinner table, but using light as a source of energy for cooking -that would allow you to sit together around the table to cook, in a safe, fun and fast way, without someone having to spend time in the kitchen. Very impressive to say the least.

Whirlpool House of Future 2020 CES exhibit

THE ROBOTS HAVE LANDED

R2D2 is here. That much is clear. Whether in the form of a law mower, an in-home vacuum cleaner, a pet, a spy plane, a self-driving car, a hologramic-shop-helper, or a humanoid, this technology is going fast. Robots that have the ability to learn about their “master”, interact in an “intelligent” way, and help make life easier. I’ve seen it all. Very impressive.

http://images.techhive.com/images/article/2013/01/tosy_mrobo_ces2013_3-100021320-large.jpg

 

As a marketer, you HAVE to watch the “BRAND MATTERS” keynote talk. That was absolutely brilliant. I’m glad I was in the (jam-packed) audience:

As a wrap-up, here’s a 2 minute quick best-of-CES video from CNN MONEY:

{ 12 comments… read them below or add one }

Amedar Consulting Group January 17, 2013 at 6:13 am

Thank you for the sensible critique. Me & my neighbor were just preparing to do some research about this. We got a grab a book from our area library but I think I learned more clear from this post. I’m very glad to see such great info being shared freely out there.

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Kurt January 17, 2013 at 6:48 pm

Albert Einstein: “I fear the day when the technology overlaps with our humanity. The world will only have a generation of idiots.” – AGREE?

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Kurt January 23, 2013 at 8:19 pm

Check out this video on YouTube:
THE INTERNET OF THINGS. HOW EVERYTHING IS CONNECTED.
http://www.youtube.com/watch?v=sfEbMV295Kk&feature=youtube_gdata_player

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Drucilla Girton February 5, 2013 at 2:02 pm

Fabulous reminder to become variety every single day! I glance for opportunities to apply kindness each and every day…presenting up my seat to the bus, paying out for espresso for someone I don’t know, holding a doorway open, helping a neighbor using a project.

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Dillon Darosa February 6, 2013 at 6:57 am

Pretty! This has been an incredibly wonderful article. Thanks for supplying these details.

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Sheri Haybarger February 21, 2013 at 8:14 am

Good post. I learn something new and challenging on sites I stumbleupon every day. It will always be helpful to read articles from other writers and use a little something from other sites.

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Blair Ciccolini March 23, 2013 at 6:25 am

Very interesting subject, thank you for posting.

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Kurt June 14, 2013 at 7:56 pm
Kurt June 14, 2013 at 8:02 pm
Kurt August 11, 2013 at 12:38 am
Kurt August 20, 2013 at 4:09 pm

THE NEXT BIG THING (WEARABLE TECHNOLOGY) AND WHY YOU WILL LOVE IT : http://www.techhive.com/article/2046880/why-youre-going-to-love-wearable-computing.html

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Kurt September 4, 2013 at 10:02 pm

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