Marketing: Tech Trends to Emerge from CES

Ignore the shiny new baubles. Mindshare's Jake Norman looks at the trends he thinks will survive beyond the showroom floor


An extraordinary 20,000 new products were announced at CES in Las Vegas this year. Some of these will be in your world soon and some will likely never make it out of the exhibition hall. But the industry shouldn’t be looking at CES to find shiny objects, but rather to find underlying technological currents that will shape customer behaviour.

While I wandered the show floor, I tried to keep my eyes open for what would survive – the trends that will manifest in the real world. Here’s what I saw.


The Internet of Things will rapidly turn into the Internet of Everything, and everything includes you (so your resting heart rate and dietary habits will live on as chartable data alongside your car’s fuel efficiency and remote-controlled thermostat settings). This transition will produce immense volumes of data. The opportunity for marketers is to turn that into insights that help understand the appropriate message or utility for any specific moment.

However, we may need to look beyond wearable technology to fully realize this. The feeling at CES was that, last year, the connected home made more real progress and had more consumer traction than wearables. One reason could be that connected home technology has done a better job of addressing real life problems with data.

CES 2015 built on this theme. The Parrot, for example, reads water levels in plant pots and then releases water as required. Meanwhile the ReST bed monitors your sleep patterns and adjusts the mattress accordingly.


Technology must be invisible and fit seamlessly into people’s lives to succeed. This is key for marketers, as too often seamless integration and application is sacrificed in pursuit of activating technological capability – showing off, basically – rather than thinking about consumer needs.

The Withings Activité smart watch received a lot of press for both its low price point ($150) and the fact that it has simple health applications. It is also a good-looking piece of apparel, which suggests that seamless integration extends to form and style as well as function. Not delivering on these tenets has hampered the development of the wearables market in the past.


In a hyper competitive world, partnerships may be a faster potential route to market while providing fast credibility. LG partnered with Swarovski to create an OLED curved TV and Samsung have partnered with Oculus on a VR headset.

Even the auto manufacturers are starting to have Android and Apple ride shotgun on their in-car solutions. This is good news for marketers as more standardization allows them to scale opportunity faster, while being good news for consumers as it allows for a more seamless experience.

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Posted on January 16, 2015 .