Y&R Insights and Takeaways from CES 2018

2. The Consumer Electric Show in Las Vegas
is one of the largest tech conferences in the
world, featuring breakthrough products and
innovations from more than 150 countries.
We had a glimpse into the latest
applications and strides in innovative
technology. Here are some of our insights
and takeaways from this year’s event.

3. “
THERE’S A SAYING
THAT WE WILL SEE
MORE TECH
INNOVATIONS IN
THE 21ST CENTURY
THAN WE’VE SEEN
IN HUMAN
HISTORY…
WE’VE NOW COME TO
A POINT WHERE
WE’LL SEE MORE
INNOVATION IN THE
NEXT 10-15 YEARS
THAN IN
THE PREVIOUS
20,000 YEARS.
– IRWIN GOTTLEIB, GROUPM CHAIRMAN–

4. AKIA mitchell
GLOBAL director of innovation, Y&R
We’re entering into another, more accelerated pace of innovation in
technology thanks to advancements in chip technology. And with faster
speeds, we can expect improvements in both delivery and consumption for
both goods and content.
1. Chip technology: Advancements in chip technology will be
responsible for the acceleration of innovation in neural networks and
machine learning. Since we now have GPUs (4 tegra chips), there will
be a drastic change in the trajectory of machine learning VERY SOON.
This will power autonomous driving, screens, voice recognition, image
recognition, etc
2. OLED screens from LG and Samsung: Bigger, better, and less
expensive. Samsung’s screen reminded me of a Black Mirror episode,
but better! LG’s OLED Canyon experience was impressive and
immersive. These screens had the best contrast I’ve ever seen.
According to Group M’s Irwin Gottleib, “Screens like this will be
available in our homes, at a moderate price in the near-distant future.”
See a clip of these screens on my Instagram.
3. Quantum computing: We’ve reached the age of quantum computing.
Computer scientists projected that quantum computing would be
achieved in 2030, but a wonk at Intel managed to figure out how to put an
electron in ”super state.” Data will be moving SUPER fast in the next few
years.This will cause an explosion in autonomous driving.
4. VR ubiquity: Seriously, it was everywhere — with some noteworthy
updates in the gaming sector. Many companies were using VR technology
to simulate skiing, piloting, and other experiences. I’m more interested in
VR being used to transport consumers/fans to concerts, sporting events,
festivals, resorts etc.
5. Chinese technology: Martin Sorrell said – in multiple talks – that the
Chinese presence is what stuck out to him the most. China’s pace of
innovation is aggressive, and since the next billion consumers may come
out of Asia, western innovators need to be on their toes.
6. AI: Despite the vast potential, much of the conversation remains
dominated by the current limitations of AI. The race is on, and it’s between
the US, South Korea, China, and other leading nations to make AI more
nuanced and “smarter.”

5. jj schmuckler
global chief marketing officer, Y&R
“Will a smart washing machine change my life?
I wanted to believe it would. I really did.
I went to CES this year with a similar focus to my past few visits; it’s a chance
to meet prospective clients… talk about issues and find opportunities for
how we can help them. But I also go to CES for some inspiration… not just
about lusting over the newest screen on the market, but about how
technology can continue to augment and impact our lives. And yeah, also,
checking out HUGE screens!
As we learned on our tour with Irwin Gottlieb (GroupM Chairman and
overall guru of all things CES), technology is doing exactly that. 5G LTE
technology is revolutionizing the healthcare industry and enabling remote
surgeries in ways that had never previously been conceived. And that’s only
the beginning.
But as I continued on the tour and turned a corner, we approached the
formidable connected washing machine section. And as a new home owner,
my eyes and ears perked up. In fact, earlier that morning, I received a
panicked call from home that my washing machine was
malfunctioning due to the severe cold on the east coast. I was excited to see what
the future had to bring.
Truth be told, the connected washing machine is impressive. Especially LG’s
SideKick. It cuts down on overall wash time and saves water. I approached the
technician next to one of the devices and told him my situation – cold
temperatures in New York, exploding washing machine, freezing pipes. And I
optimistically asked him if a connected washing machine would have solved my
new home owner problem of the day. My checkbook was out. I was ready to buy
on the spot.
At that moment I was reminded that at its best technology can support and offer
relief in our daily lives. However, in the case of the connected washing machine,
something was missing. There were bells and whistles, but the core experience
was not a change for the better. It was just a veneer of technology, but not
innovation in its truest form – that is, something that drives a better way for a
consumer to engage.
As marketers, technology continues to give us new and seamless ways of
engaging with consumers. Our job is to harness it all and make sure our clients
never launch the “connected washing machine” of campaigns.

6. “INNOVATION IN ITS
TRUEST FORM DRIVES
A BETTER WAY FOR
CONSUMERS TO
ENGAGE.
– JJ SCHMUCKLER, Y&R GLOBAL CMO –

7. GREG TAYLOR
SENIOR MANAGER, GLOBAL STRATEGIC GROWTH, Y&R
As soon as I landed in Las Vegas and the large video billboard above the taxi
line could be heard asking the question, “Hey Google, play that song Viva
Las Vegas,” it confirmed that voice would be a big theme of CES and, more
broadly, the connected home.
The show floor delivered on this prediction with connected lightbulbs,
thermostats, security cameras, washing machines, and even a refrigerator by
Samsung that can respond to voice commands. While these new products
had consumers buzzing, many of the technology enthusiast and developers
were focused on pushing internet connectivity beyond products in the
home.
Major companies like Deloitte, Ford, and mapping company Here, released
their vision for smart cities at this year’s show. Ford CEO Jim Hackett,
predicted a total disruption of the current cities we live in due to our
overcrowded and congested roads, freeways and city blocks. Cities are at
capacity and have to get smarter in order to provide a healthy happy place
for people to live.
The challenge is to figure out just how all the technology in these connected
cities will work together. These new advances face serious barriers. Debates
around public policy, infrastructure, security and social change are starting,
but solutions and decisions are years out.
While many consumers wonder when the technology will be available, the real
question is when leaders of business and community will see a way forward
that’s worth the investment. And, when regulators will agree on the policies.
Consider regulation barriers on drones in the last few years; how will the
inevitable volume of drones, autonomous cars, service robots and beyond fit
together in one connected ecosystem?
What I heard from speakers and people I met on the bus, was a feeling of
uncertainty with cities of the future. One gentleman I spoke with from the US but
who lives in China and works in the auto industry, expressed the difficulty in
developing products for a city and consumer who is unprepared to receive it.
Brands from all categories came to the conference seeking insight into how their
products will evolve to fit in these future cities. Retailers are uncertain if future
cities will promote more digital engagement or perhaps more accessibility two
storefronts. Ford and Here both launched digital cloud based platforms that
replicate a fully functioning city. These platforms will allow programmers,
entrepreneurs and businesses to come together and collaborate on these future
cities. The hope is that these platforms will provide the forum for discussion and
for testing the processes and systems inside a Sims like digital world. Similar to
Apple allowing programmers to build a million kinds of Apps for their iPhone at
its release, this platform will allow innovators in all sectors to find efficient, and
environmentally safe new products, services or processes for future cities.

8. Ann Carey
Group Account Director, Y&R
I had the pleasure of attending Irwin Gottlieb’s tour for the second year.
Irwin’s knowledge of the category and CES is impressive, to say the least.
I’ve noted some of the key trends Irwin pointed out, as well some others.
Quantum Computing Is Advancing Rapidly: What wasn’t expected until
2050 seems to be advancing much faster. Both Intel and IBM announced
big advancements in quantum computing, yielding faster, smarter, more
complex computing that will enable big advancements in healthcare,
inventions, as well as understanding and predicting climate change.
Screens Are Getting Bigger, More Immersive And More Flexible: Check
out this amazing video – as you walked through this LG labyrinth or OLED
Canyon, different scenes would appear and honestly, it really felt like you
were there.And that’s despite the hundreds of other people next to you with
their cameras in the air. Also impressive is the ultra thin, stick-to-the-wall
type of TV screen.And a screen that even rolls up (also by LG).
Chips, GPUs and Connection to Everything: What I didn’t realize prior to
this CES is that the advancements in the computing power and chip
technology are powering almost all of the greatest technological advances –
from screens to IOT,AI, autonomous cars. It’s all linked.
Samsung SmartThings & Connected Life: Samsung continues to dominate the
smart home arena and interconnectivity/automation of all things home - IOT.
They are also getting into the digital assistant arena (and voice activation), but
Irwin predicts only Alexa, Google and Siri will survive. Samsung also unveiled an
insanely gorgeous 146-inch MicroLED TV, not yet for sale.
5G Is Coming – But When? A few companies are claiming to own this,
including Qualcomm, Erickson and Intel. But trillions of dollars will be needed to
make the dream real. The reality, however, is limited by the ability to wire the
country with fiber – no easy task. It’s predicted by 2023 only 20 to 25 percent of
country will be wired.
Health Technology is Expanding into Sleep: Think beyond wearables -- more
and more technology is being targeted to the need for relaxation and sleep.
Beds, lighting, monitors, pillows, massage chairs that lull you to sleep. This is a
fascinating new emerging category and if you are an insomniac (like me) up at
night watching infomercials, you’ll notice more and more companies are
jumping on the bandwagon.
We Still Rely on Basic Electricity: Despite AI, Quantum Computing and all the
advancements in tech, one truth holds true… We still need the power to work.
This was evidenced by the lights going out on CES for 2 hours, which pretty much
brought everything to a standstill.

9. Ann Carey
Group Account Director, Y&R
(continued)
DELL AT CES 2018
This year Dell held their press conference in one of the Sands auditoriums
vs. Yardbird, where the rest of their product showcase is held – and press
attendance was incredible. Here is a highlight of their key announcements.
5th Consecutive Year of Growth: While overall category laptop sales are
shrinking, Dell continues to grow share for the 5th consecutive year in a row.
This is quite an impressive feat that is driven by tremendous inroads in
gaming (growing 50% faster than rest of pc gaming industry) and
innovative new high end offerings (such as XPS), as well as the continuation
of high quality, value offerings (Inspiron & Latitude).
Two New Laptop Entries + Dell Cinema: The impressive ultra-thin, infinity
edge XPS 13 with thermal insulation by GORE (think Gore-Tex) and the
Inspiron 15” 2-in-1 were the laptop announcements of the year. In addition,
Dell announced the introduction of “Dell Cinema” technology, which
includes superior color, sound and streaming capabilities - great for binge
watching. Stay tuned for new TV spot launching in February!
Dell Mobile Connect: Dell announced functionality that enables wireless
connection between mobile devices and Dell PCs. The PC will mirror your
phone screen on your Dell or Alienware PC, thus allowing you to check and
manage your phone from your PC.
Crushing it in Gaming: Dell continues to dominate the PC gaming industry
with a range of offerings from Alienware to Inspiron.They launched an Alienware
command center, making it even easier to control and manage all games and
advanced functionality from Alienware systems. Dell’s partnership with E-Sports
is expanding and they are opening two new Alienware training facilities in Los
Angeles & Netherlands, demonstrating the intensity and seriousness of this
sport (among other things, there will be areas to focus on content creation,
scrimmage rooms, etc). It is predicted that gaming could ultimately become the
largest sport in the world. Currently over 2 billion people game worldwide.
Upcycling To a New Level – Including Gold: Continuation of the Ocean Plastics
initiative has led to a closed loop plastics system. Dell recycles plastic waste
discarded into the ocean and uses that to develop new packaging. In addition to
this, Dell has started a recycling initiative to recycle the gold from motherboards.
Did you even know there was gold in motherboards? They are partnering with
Nikki Reid Jewelry in this initiative.
For more information, visit the Dell blog.

10. “
“THE INNOVATIONS THAT
ARE MAKING THEIR WAY
INTO YOUR PERSONAL
TECHNOLOGY AREN’T
PHYSICAL ELECTRONICS
OR GADGETS AT ALL.
THE REAL STAR IS
ARTIFICIAL INTELLIGENCE.
THE CULMINATION OF
SOFTWARE, ALGORITHMS
AND SENSORS WORKING
TOGETHER TO MAKE YOUR
EVERYDAY APPLIANCES
SMARTER AND MORE
AUTOMATED.”
– THE NEW YORK TIMES–