CES 2018 KEY HIGHLIGHTS & THEMES FROM CONFERENCES, TALKS AND EXHIBITORS 2018 - Household Design
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CES 2018 2018 K E Y H I G H L I G H T S & T H E M E S F RO M C O N F E R E N C E S , TA L KS A N D E X H I B I TO R S
IN C A SE YOU MISSED CES THIS YE AR...
The Key Themes were the dominance of virtual assistants and the emergence of smart products across sectors.
Hot topics included virtual assistants, smart products, AR, VR wearable tech and 5G, in addition to the usual spread
of consumer electronics.
The rise of virtual assistants dominated the show. As the number of virtual assistants in households continue to grow
(the Amazon Echo was the brand’s top seller this Christmas) brands are fighting to own the connected home.
However, retailers should be wary of implementing this tech at checkouts while it is still in its ‘toy’ phase.
AI was a Hot Category with smart products, smart vehicles, smart kitchens and even smart cities coming to the fore.
VR was well-represented, but still some way from retail application until it can effectively recreate the social
aspects of shopping.
However, the supporting tech could enhance physical experiences today.
2018©
TECH HIGHLIGHTS
WEARABLE TECH
L'OREAL UV SENSOR SKIIN
Smallest UV sensor on the Most advanced, wearable
market, sits on the wearer’s biometric garments. Six
fingernail and monitors UV, sensors measure everything
pollen, humidity, temperature from daily exercise to stress
and air quality levels, levels.
conveying information to
users via corresponding app.
NEW REALITIES
ICAROS LENOVO GROUP LTD.
STAR WARS: JEDI
VR exercise machine helps
users burn calories during CHALLENGES
a flight simulation. The
whole system is wireless and Game brings a galaxy far far
battery operated. away to life via AR headset,
tracking beacon and
lightsaber controller.
ASSISTIVE TECH
SOMNOX NEOMANO GLOVE
Huggable robot uses Robotic glove brings back
cognitive and breathing control to paralysed hands.
techniques to accelerate the An empowering solution for
process of falling asleep. those who can no longer
accomplish simple physical
tasks.
2018©
TECH HIGHLIGHTS
TRAVEL
TOYOTA e-PALETTE BMW HOLO ACTIVE
TOUCH SYSTEM
Automated, electric, flexible
vehicle concept that can be Futuristic cockpit offers a
tailored to various needs and panoramic display that acts
lifestyles, from parcel delivery like a touchscreen. A camera
to on-the-road e-commerce. tracks the driver’s hand to
detect when it taps on one of
the holographic projections.
SMART KITCHENS
TETRA DISHWASHER SAMSUNG FAMILY
HUB FRIDGE
Internet connected counter-
top machine doesn't need Wifi enabled touchscreen
plumbing to operate. Can lets users monitor and order
also be used to sanitize groceries, connect with loved
baby products and cook sea ones and doubles as an
food - not recommended for entertainment hub.
simultaneous use!
ENTERTAINMENT
LENOVO SMART LG OLED
DISPLAY Remote controlled, 65 inch
Touchscreen display with TV proptotype can roll away
Google Assistant built in. for storage or transportation,
Encourages users to start while offering the full HD
and end their days with 'Hey experience expected of an LG
Google'. OLED TV.
2018©
5 KE Y THEMES FROM CES 2018
V I RT UA L
R E TA I L T H AT V R GA M I N G
A SS I STA N T A R R E TA I L A I E V E RY T H I N G
R EC O G N I S E S G RO W T H
WA R S
2018©
VIRTUAL
A SSISTANT
WAR S
Virtual Assistants are a key
trend this year, with various
brands aiming to own the
connected home. The battle
for virtual assistant success
is about data not hardware;
using the assistant needs
to be as easy as talking to
a person. This requires huge
amounts of data to cover all
the idiosyncrasies in the way
people ask for things.
IHOME CLOCK RADIO - POWERED BY GOOGLE ASSISTANT. GOOGLE
PARTNERED WITH 15 COMPANIES TO MAKE NEW SMART SPEAKERS
2018©
AI
E VERY THING
Lifestyle brands are now
incorporating tech companies'
platforms into their premium
products. With 808 speakers
using Alexa in premium smart
speaker systems, it suggests
that voice assistants like Alexa
may well become ‘ingredient’
brands like Intel or Android. This
indicates a slight paradigm
shift for the general public, as
we’ll be more accepting of the
platforms in brand experiences.
KATE SPADE SMART WATCH - FASHION BRANDS ARE LICENSING
SMART WATCH TECH FROM SAMSUNG AND OTHERS
2018©
AUGMENTED
RE ALIT Y
RETAIL
AR is taking a lead over VR
in retail. Whilst this isn’t
particularly new tech, the
applications are about real
and lasting benefit rather than
AR mirrors that amuse for five
minutes. The brands’ offerings on
show suggest a conservative, risk
averse retail sector but also the
lack of application for isolating
VR in what is essentially a social
activity – shopping.
VUZIX BLADE - AR SMART GLASSES OVERLAY INFORMATION ON
SURROUNDINGS FROM MENUS TO MAPPING DIRECTIONS
2018©
RE TAIL THAT
RECO GNISES
The big moments in the
retail tech centre focus on
gesture and facial recognition,
paving the way for a great
deal more automation of
stores. As well as recognising
previous customer and their
preferences, the tech can track
customer behaviour and read
desire. This is reliable, well
developed tech that isn’t that
new in truth but represents the
certainty that risk averse retail
needs right now.
FACENOTE - FACE/GESTURE RECOGNITION PLATFORM, PAVES WAY FOR ELEMENTS OF
THE SHOPPING EXPERIENCE TO BE MORE PERSONALISED AND BETTER AUTOMATED
2018©
VR GAMING
GROW TH
VR gaming experiences
have matured this year. The
tech’s advancement could
lead to the growth of VR
gaming ‘bars’ and other
leisure experiences. Why
go to a dry ski slope when
a machine can let you test
yourself against all the best
mountains in the world,
without having to leave the
comfort of Swindon?
MIRAGE SOLO - OFFERS GAMERS 'SIX DEGREES OF FREEDOM'. TO TO MOVE
FREELY AND PEEK AROUND CORNERS WITHIN A VIRTUAL ENVIRONMENT. 2018©KE Y TAKE AWAYS
ANSWER REAL NEED LEAD WITH PURPOSE FIT WITH CULTURE DO IT WELL !!
Attractive as the Understanding The customer and As with every aspect
displays can be, a brand’s driving their culture must of a retail experience,
customer need and purpose, and how dictate how to roll tech must be correctly
human benefit have a piece of tech can out new innovations managed and
to inform adoption bring this about, in-store; facial activated with the
of new tech; retailers is paramount to recognition tech with right resource behind
failing to think choosing the tech a digital interface it; investing in a new
carefully about tech that is right for your may be well-received VR experience will
are simply taking brand. in a Tokyo Nike store, be wasted if the unit
a lucky spin of the but be met with sits dormant or has
roulette wheel. skepticism by Parisian no staff on hand to
shoppers. optimise customer
usage.
2018©C O N TAC T ADDRESS ONLINE
Claire Belzidsky London, UK household-design.com
Senior Brand Manager 135 Curtain Road twitter.com/householddesign
Claire.Belzidsky@household- London EC2A 3BX
linkedin.com/company/household
design.com Los Angeles, USA
+44 (0)20 7739 6537 503 Boccaccio Avenue instagram.com/household.design
Venice CA 90291 vimeo.com/household
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