CES might be over, but the impact of the news coming out of this year’s event continues! Our Insights & Measurement team here at NBCUniversal has culled through all the messaging and has highlighted the top trends and what the industry needs to do to capitalize on the news.
1. Future Proof for 5G
5G is coming… just not quite yet. But get ready because by 2025, it’s projected that there will be 1.5 billion 5G enabled smartphones shipped globally. This fact, combined with video consumption becoming increasingly digital, means an explosion of audio and video streaming content, due to its exponentially faster upload and download speeds. Imagine not having to wait for a signal, near instantaneous connectivity…that means more time spent streaming and more opportunities to connect with consumers.
Think about prioritizing intellectual property, production capabilities, data and distribution partnerships.
2. Smarten Up!
There will be 27 billion IoT devices by the end of 2019, with a market potential of $1.7T, showing us that the future is now. Smart devices bridge the gap between the digital and the physical, simplifying the transmission, collection and sharing of data to allow for enhanced experiences for consumers and highly targeted marketing campaigns.
Prepare to evolve your brand’s data and communications strategy with a vision for what new platforms will become mainstream. What’s the next smart innovation?
3. AI – Artificial Intelligence or Artificial Influence?
Most Americans are already using AI, with 85% indicating that they use navigation apps, video or music streaming services, voice assistants on their smartphones, ridesharing apps, home voice assistants or smart home devices.
Brands should consider leveraging the context and relevancy that AI enables to drive stronger resonance with consumers and influence purchase.
4. Personalization Pays Off
Technology is providing consumers with more ways than ever to customize their personal spaces; 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Activate the breadth of your consumer insights and data to help your brand adapt to the accelerating demand for “made for me” products & services.
5. It’s an Omni World
Consumers want their devices to provide a simple and seamless experience regardless of the brand, and brands are finally listening. With the forging of new partnerships and the opening of tech ecosystems, we’re now entering a new frontier of cooperation and collaboration.
Think about the changing media landscape and consumer journey. How can your brand create a more seamless experience for consumers, while you account for exposure across all touch points, platforms and ecosystems?
We’d love to dig deeper than what’s on the surface. If you want to learn more about these insights, reach out to your NBCUniversal AE and we can explore these and other trends, and how they impact your brand.
Sources: (1) Emarketer – 5G Enabled Smartphone Shipments Worldwide 2018-2025, (2) Internet of Things (IoT) connected devices installed base worldwide from 2015 to 2025 (in billions), Size of the global Internet of Things (IoT) market from 2009 to 2019 (in billion U.S. dollars), (3) Northeastern University/Gallup survey, Sept. 15 – Oct. 10, 2017. (4) Epsilon, The Power of Me: The Impact of Personalization on Marketing Performance, 2018
But, wait, there’s more. Read on to find out what had the most buzz, what’s really going on and where the opportunities are. We lay it all out for you!
The 5th generation of wireless technology, which promises faster data transmission speeds, is on its way but is not ready for the masses. Not yet, anyway. Everyone is talking about 5G with anticipation and excitement, but there is still confusion regarding what it is, what it will do and when it will launch.
Here’s what we know…
- Industry standards and first to market capabilities are still developing, with the race between cellular providers heating up
- Not many 5G products were announced at CES as there are limited products that can actually connect
- When 5G does become available, it will revolutionize streaming and virtual communications
TV continues to make a comeback with larger screens and better quality. At CES, several companies unveiled 8K TVs, the most affordable of which, a 65-inch set for $5K. But, take note, there isn’t any 8K content available… YET!
- Big screens are back… and bigger than ever before
- More data needed for streaming content
- Content and creative development will have to evolve to accommodate staggeringly higher quality and resolution
Speed of Innovation
The pace of innovation is rapid; however, technology is really driving iterative change, with the exception of robotics. One of the key things we saw at CES is that what’s old is new again, as existing products and services are being updated with the latest technology, or products that are not commonly tech-enabled, are being enhanced to join the smart world.
- Existing products updated with new tech: Smartphones, laptops
- Newly tech-enabled products: Smart ovens, toilets, bathtubs
- Traction with robots: Robots are everywhere; home robots, working robots, robots that clean, robots that walk your dog, robots playing a role in every aspect of our lives in the future
AI Is Unavoidable
No software will exist without artificial intelligence. AI is here to stay. ‘Nuff said.
The Power of Personalization
With technology becoming integrated into all facets of our lives, including in products that we would not usually link to tech, consumers are given a novel opportunity to customize their personal spaces and use technology in ways unimaginable only a few years ago.
- LG’s rollable 65-inch OLED TV can roll up into its base when not in use, leaving an unassuming piece of furniture that does not obstruct views or overpower the space it’s in
- Various carmakers are developing new in-car experiences that range from immersive to energizing
- Voice assistant upgrades make it possible to command your TV to turn on, change channels and control volume, search for content, check into your flight and even control other smart home devices you may have (such as Instant Pot, your router or your water heater and thermostat)
The Fall of the Walled Garden
Most brands have realized that they need to go beyond their existing ecosystem to reach the greatest number of consumers. This is creating a new world order where walls are coming down, and in their place, new partnerships.
- For the first time ever, Apple is integrating its services into TVs that will hit the market this year. Samsung, Sony, LG and Vizio will support AirPlay 2, which uses iPhones, iPads or Macs to share video, music and photo playback on the TV from numerous apps. Meanwhile, Samsung TVs will get exclusive access to the iTunes app, allowing even easier access to iTunes Movies and TV shows.