NextWave explores the key themes from the Consumer Electronics Show, what it means for changing consumer behaviours, and the implications for brands.

1. NextWave by IMI International © Copyright 2018 not for reproduction without consentNextWave by IMI International © Copyright 2018 not for reproduction without consent
NextWave by IMI International © Copyright 2019 not for reproduction without consent
Key Themes from
CES 2019

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CONNECTIVITY AND INTEGRATION AT HOME
Smart home capabilities dominated CES 2019, with appliances leveraging smart
integration, voice and gesture control, and AI assistance. Some examples include:
LG Proactive Customer care, where home appliances use AI to detect issues
before they occur, and alert the customer. LG will also enable its dishwashers
and laundry machines to connect with Amazon Dash to automatically order
more detergent when needed.
Danby showed its Parcel Guard smart mailbox. In the age of online delivery,
this box protects packages from porch thieves, negating the need for say, a
glitter bomb. Customers get notifications when parcels are delivered, and can
unlock the box through an app.
GE showcased developments of its Kitchen Hub, which enables for control of
house and kitchen functions (without using buttered fingers), cooking
assistance, and video call capabilities.Source: https://bit.ly/2DgA665

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CONNECTIVITY AND INTEGRATION ON THE ROAD
The future of automotive is commonly summarized by experts with “ACES”:
autonomy, connectivity, electrification, and sharing. At CES 2019, the focus was on
the ‘C’, with auto companies debuting their integrated smart systems, including:
Dashero’s e-coms platform enabling curbside pickup. Partnering with Ford, it
leverages voice technology in the car to enable verbal orders and payment, of
say coffee on the way to work. Agents then deliver direct to the car curbside,
easing parking.
Samsung’s Digital Cockpit. Not only does it allow customers to control their
home from their car, but also their car from their home or device. It personalizes
car settings by recognizing the driver and passengers, and uses AI capabilities
alert sleepy drivers, identify dangers on the road, and understand traffic.
Amazon announced collaborations with Telenav and HERE, connected car and
navigation services providers. Voice-enabled navigation signals Amazon’s
desire to be the connected leader in-car.Source: https://bit.ly/2JFaQHT

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CONNECTIVITY AND INTEGRATION OF ENTERTAINMENT SYSTEMS
CES has evolved significantly since the 00’s, when the top headlines were about TV
or computer processing power or display capabilities. Major electronics retailer
Sony focused less on the core capabilities of its products (aside from the quality of
its 8k TVs), and more on how their products work together. Some highlights include:
Samsung’s 8k TV can use AI to upgrade older video content to “pristine”
8k-quality picture and sound in real time. A modular structure allows
size to be changed and broken parts to be easily replaced. It is
compatible with Bixby, Alexa, Google Assistant, and Apple Airplay 2,
allowing for control of iOS functions.
LG showcased a roll-able and see-through OLED display television.
TV provider Dish announced integration of its Hopper line of receivers
with Google Assistant-powered TV voice control.
Source: https://bit.ly/2JFaQHTSource: https://bit.ly/2ARIuHH

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HINTS OF THE FUTURE OF 5G AND AI
5G has been a major talking point over the past year, and 2019 is expected to be
when it is rolled out to early adopters. Network gear maker D-Link unveiled its 5G
router, while Intel showcased advanced processors specifically to support AI, 5G,
and connected home processing.
CES was reasonably quiet for phone announcements, likely as Mobile
World Congress will take place next month in Barcelona. Samsung, did
however, announce the launch of their first 5G smartphone, to retail in
2019, as well as their Galaxy X foldable phone to “client companies”.
With 5G, they are championing speed, loading power, and integration of
Google’s ecosystem into Bixby.
The use of smart devices is one matter, but AI is another. Users are
relying on technology to make decisions for them, rather than simply
perform tasks. At CES, however, the narrative around AI was to improve
EXPERIENCE: sensing conditions and optimizing performance for
brushing teeth, cooking, or even harvesting grain.Source: https://bit.ly/2T2rsh4

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FINALLY, THE YEAR OF AR AND VR?
Well, sorry to say, but that is still to be determined. Virtual reality headsets were all
the rage at CES 2017, but the technology has struggled to gain a foothold beyond
novelty applications. When NextWave tested sentiment towards VR devices, it
showed around half as many US consumers were interested in owning top VR
headset devices as leading smart watches.
At CES 2019, Audi showcased Holoride, a program to bring a VR
experience into the backseat of cars. NordicTrack, meanwhile, is
bringing VR environments to the growing world of home cycling.
In 2018, perhaps the most significant applications in augmented reality
came in the form of advertising. Facebook, for example, trialed its AR ad
platform. In the ad, users could try on Michael Kors glasses in a manner
not dissimilar to that of a Snapchat filter. Perhaps in 2019, digital ads
are the way in which AR will become commercially sustainable.
Source: https://bit.ly/2swxz1i

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AND WHAT OF PRIVACY?
Connected devices gather more and more data about people’s behaviours,
preferences, and communications, creating a holistic and highly-marketable profile
of an individual. The narrative from brands suggests justification of data harvesting
by means of improved experience. But according to research by NextWave, 64% of
13-54 year olds in the US and Canada are concerned with their privacy online.
Apple, who normally don’t attend CES, displayed a billboard nearby
stating “What happens on your iPhone stays on your iPhone”; seemingly
a dig at the lack of privacy in competitors’ voice and connected
technologies.
Elsewhere, IBM talked about the issue of trust in AI in the event keynote,
and Allstate announced a tool to help people understand their digital
footprints. But how much are CES 2019 technologies about improving
experiences, and how much are they about collecting data? That one is
up to you to interpret.
Source: : https://bit.ly/2W2l6jI

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