CES2012: The Post-PC Era

8/3/2019 CES2012: The Post-PC Era

http://slidepdf.com/reader/full/ces2012-the-post-pc-era 1/22



CES 2012:

THE POST-PC

ERATHE TRUTH ABOUT... 1 THE CLOUD / 3

2 DISCOVERY / 6

3 COMMERCE / 11

4 SMART DEVICES/MEMS / 14

5 PRIVACY / 17

EPILOGUE:

THE TRUTH ABOUT STORIES / 2



1 /

Come see the Next Big Thing!

This year, over 125,000 people will travel to the Las Vegas Convention Center to see the latest and greatest consum-

er devices at 2012 International CES, The Consumer Electronics Show. Billed as “the world’s largest technology trad

show”, CES has recently become an essential destination for leading brand marketers, who know that to stay ahead

of the curve they must understand:

This year’s “next big thing” will likely be many things: from flexible screens to wearable tech, from intelligent agents to

voice activated homes. Many of the products we’ll see this year will be capable of sensing and relaying information

back to their owners and, in this year’s top tech story, to the ubiquitous “Cloud”. We’ll see the dawn of new user

interfaces that utilize gestures, bio feedback and rich 3-D environments, while making computing increasingly trans-

parent and intuitive.

In short, this year’s CES will drive home the reality that technology has shifted from a tool-based metaphor to a new

user-centric paradigm – one that enhances daily life by making technology less intrusive and more supportive. This

document will take us through Six Truths that are making this a landmark year in consumer electronics.

1 / THE TRUTH ABOUT THE CLOUD

2 / THE TRUTH ABOUT DISCOVERY

3 / THE TRUTH ABOUT COMMERCE

4 / THE TRUTH ABOUT MEMS

5 / THE TRUTH ABOUT PRIVACY

6 / THE TRUTH ABOUT STORIES



2 / THE POST-PC ERA

The notion of a “Post-PC era” has been gaining momentum for some time.

The concept was recently propelled by a Steve Jobs’ observation, at the iPad 2

launch in 2011, that Apple’s revenues are now largely derived from “Post-PC”

products: first iPod, then iPhone, now joined by iPad.1

Superficially, Post-PC is about a world in which new devices surpass the deskto

and laptop, in numbers deployed and in economic and social impact. But the

true cultural impact of Post-PC is beyond the tech refresh cycle, and was well

summarized by one author as three new realities:

1 / Your life is in your device.

2 / Your media and your information are always

“there”, wherever “there” is.

3 / Boundaries between work, home, and

friends vanish.2

In a Post-PC world, technology morphs from stationary to ubiquitous.3 Tech us-

age abandons clear start and finish times in favor of anytime/anywhere comput

ing. Consumer/tech interaction shifts from formal to casual, as instant on/always

on computing on smart phones and tablets takes over previously inefficient

“windows” such as standing in line.

This world is also more intimate – with portable form factors that consumers

keep close to their bodies – and more physical, as mouse and keyboard are

replaced today by touch screens. As this world evolves, facial recognition, voice

sensors, and motion sensors will become controllers, increasing the intimacy

and physicality of our relationship to technology and devices.

For them to grow and dominate these great devices will rely upon increasingly

powerful networks and infrastructure. Most of these will be on view at CES

2012, if you know where to look. They include a number of announcements re-garding new wireless specs. Chipmakers like Broadcom – whose clients includ

Apple, Cisco, HP, Motorola, IBM, Dell, Nokia, Nortel, Lenovo, Logitech and TiVo

– consider the newer spec (802.11ac) to be the standard for the Post-PC era o

data connectivity.4 Broadcom recently referenced a report saying that currently

55% of wireless clients are non-PC – including game consoles, set-top boxes,

and mobile devices.

1 See http://www.youtube.com/watch?v=XdSQbVFobu42 , Todd Hixon, Forbes, http://www.forbes.com/sites/toddhixon/2011/12/15/

the-post-pc-era-starts-to-make-sense/3 Forrester, , May 20114 See http://www.pcmag.com/article2/0,2817,2397420,00.asp

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3 / THE TRUTH ABOUT... THE CLOUD

5

The “cloud” refers to a sea change in how the world’s information is organized

– and most of us use it all the time, whether we know it or not. The term itself

is becoming part of our vernacular; as “Google” became a verb meaning “to

search online”, “it’s in the cloud” now characterizes the way we access our digital “stuff.” Mass market demand for smart devices has meant that applications

must move from running on the devices themselves – and instead run from

central sources. To help explain, let’s review information in the PC era.

In the PC era, your information, data and media files were stored “locally”:

on your computer hard drive, on CDs, on DVDs in your office or on a drive

on your desk or local network. But increasingly, all of these assets are being

stored “in the cloud”: on servers far from you – but from which your data is

available to you at any time, from any device. In a sense, data storage is becom

ing a utility. Like electricity or water, it is stored somewhere we never see, butis always at the ready, so we can be confident that when we throw the switch

it will be there.

By shifting data storage from products to services, cost and efficiency can be

scaled in such a way to truly enhance the way we live and work. Only through

the cloud is this possible – and this is why so many companies have been able

to grow and innovate in the last few years: by linking their products to this new

service ecosystem.

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5 See http://www.microsoft.com/presspass/exec/steve/2010/03-04cloud.mspx



4 / THE TRUTH ABOUT... THE CLOUD

BENEFITS OF CLOUD BASED

SERVICES

The two most powerful benefitsprovided by the shift to cloud-based

services are Mobility and Conver-

gence. In this model, mobility

refers not to mobile devices, but to

the power and democratization of in-

formation from these devices. Cloud-

based data enables new opportunities

for consumers to make “on demand”

decisions, such as cloud-based solu-

tions like Netflix, BBC iPlayer, Last.FM and Spotify. Productivity innovator,

Evernote, shows this as well, by seam-

lessly connecting the data on all of

your devices – browser, tablet, smart

phone, or computer – nearly instant-

ly. Livescribe allows you to create

written notes and sync these with

Evernote. Expensify adds expense

reports. And Callnote adds recorded

Skype conversations. By opening up to many different companies, Evernote

has created a unique ecosystem in

which many companies benefit from

providing connected services. And

by offering their basic service for free,

Evernote has been able to build a

groundswell of users who are gradu-

ally drawn to this ecosystem, which

is only possible through the power

provided by and optimized from one

seamless cloud-based solution offering

multiple services.

Which brings us to the second pow-

erful benefit of the cloud: conver-

gence. As consumers become more

connected, it is vital that companies

work together to connect their prod-

ucts and services. This means that ALL

brands must understand what eco-

system they belong to, and how they

can start providing services which are

able to transcend boundaries and use the always-on paradigm to constantly

learn to get closer to their customer

THE CONSUMERIZATION OF IT

Nowhere is this more apparent than

in the “Consumerization of IT” which

is the business reality of consumers

becoming the primary users of inter-

nal IT applications. It has ramifications

for how CIOs operate and scale theirIT infrastructures, and is forcing corpo

rate departments to move out of the

silos. The demand on IT professionals

has grown from merely ensuring hard

ware and service uptime to having to

create new value for the consumer. IT

departments have also witnessed a

large portion of enterprise spending

on IT move out of the their purview.

TRUE CONNECTIVITY

So where does this all lead? We now

live in a world that is becoming more

reliant on connectivity– and it is in

connectivity that the next tipping

point of innovation and invention wi

occur. The first step is understanding

how to build a roadmap to the cloud

How can you change your organiza-

tion? What partnerships can you

build? What is your strategy for iden

tifying value gaps within your ecosys-

tem? We believe the single biggest

opportunity lies in the glue that hold

all of this together: that of being able

to understand the unstructured data

that people are starting to generate

from always being connected with

the structured data that you are

already collecting.

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5 / THE TRUTH ABOUT... THE CLOUD CES INSIDER

For example, imagine you ran an

outdoor entertainment venue, and

knew that 50% of your customers took a photograph in one particular

area of your venue. You might use this

data to ensure access to that area is

optimized. Or you could give the area

priority rotation for all cleaning crews.

You might facilitate the sharing of

experiences at this location, appending

those pictures with the story of this

location, and why it’s so special.

KEY UNDERSTANDINGS

It is critical to have a thorough under-

standing of the implications of a cloud-

based world and what it enables. Just

as the cloud offers you ways to inter-

act with your customers in real time,

there will also be real time opportuni-

ties gleaned from this “open source

intelligence”. By literally mashing

together all the publicly available datawith the data that you already store,

you can gain greater insight into your

customers and their needs. And this

real time data can literally transform

an industry by opening the door to

new products and services.

RELEVANT HALLS

ACCESS ON THE GO

LVCC, South Hall 4

Location Based Services

LVCC, North Hall

GoElectricDrive

LVCC, North Hall

C4MI.com,

Cloud for Mobile Interactive

South 2 - 26800

PANELS

DCIA Conference with CES

Wednesday, January 11th

Room N258

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6 / THE TRUTH ABOUT... DISCOVERY

6

A major theme for the future of consumer electronics is enabling of discovery.

Discovery is the creation of experiences within which consumers can eas-

ily find content, consume that content – and share it with their social graph.

Consumption, of course, should mean an economic exchange, and this frontier

promises to be an area of major innovation in this decade, with myriad businesmodels being explored. One key to unlocking this revenue is expanding the

ways in which data can be accessed. New technology-enabled interfaces are

giving discovery and search a whole new meaning. On the floor of CES 2012

you’ll see traditional remote controls, keyboards and “wands” being replaced b

“new” forms of control: the human voice, body movements and subtle gesture

of the face.

So with all these new ways to engage, what is the future of search and discovery?CES 2012:

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6 See http://techcrunch.com/2011/10/16/siriquora-and-the-future-of-search/




THE OPEN WEB - CAN GOOGLE

STILL MANAGE IT?

With the amount of content that isavailable and continuously being gen-

erated on the web, coupled with the

weight of spam and SEO, many wonder

if today’s popular search engines can still

get the job done. 2011 has introduced

a new search paradigm to the general

consumer, the Intelligence Agent.

Closely related to the field of artificial

intelligence, intelligence agents refer to systems, services and products that

are able to process the requests and

queries of human users, and to return

or provide the requested information

or service. They basically provide an

interpretation layer over data. This rap-

idly expanding field includes compo-

nents of distributed computing, artifi-

cial intelligence and web technology.

The concept of intelligence agents is

just beginning, and includes many se-

mantic areas which are likely to explode

in the coming years, yielding exciting

new companies, services and business

models. To illustrate, we’ll touch on two

recent examples: Quora and Siri.

QUORA

Launched in 2009, Quora is a service

dedicated to the asking and answering

of humanity’s questions. Questions

are posed by Quora members, and

then answered by Quora members.

According to the company:

7

Put another way, Quora is collect-

ing and ranking the world’s collective

wisdom. Underneath the questions,

it is actually a database of human

knowledge and experience. Some

see Quora as a major threat to

Google, postulating:

8

SIRI

Acquired by Apple in 2010, Siri is

an intelligent agent software system

available as part of the most recent

iOS, and ships with iPhone 4Gs. It

most notably uses a natural language

processing system that ties into aCES 2012:

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7 See http://www.quora.com/about/8 The Quora Review Lofty Goals: The Quora Review as Quora’s Fourth Estate http://quorareview.com/?s=google

by Michael Sinanian




series of complex databases. The

system allows users to ask questions

as they would a human assistant, and

to receive very useful answers. It canalso perform a variety of tasks, such as

making restaurant recommendations

and reservations, give driving directions

and taking dictation. Siri also adapts to

the user’s individual preferences over

time, personalizing the results.

Siri is focusing on mobile use cases

initially, where the convenience of an

intelligent assistant is perhaps mostprofound. The smaller form factor and

limited bandwidth on mobile com-

bine to make voice (rather than text)

the best medium for most questions.

Once one understands how people

will use Siri and similiar products, it is

clear that a number of popular apps

and some business plans will become

redundant. The ecosystem that will

develop around Siri may drastically alter the app ecosystem.

THE APP METAPHOR: HOW WE

FIND BRANDS

Over the last year with the explosion

of “app fever”, most consumers are

interacting with their favorite brands,

content channels and services through

applications on their mobile devices.

So how are we finding these apps?

Native or mobile apps are those

apps you buy specific to a platform,

through an app store like iTunes or

the Android marketplace. They can

leverage operating system power, can

take advantage of device sensors (see

MEMS section) and create power-

ful engagement with location based

services and other direct-to-consumer

channels. They are fast, reliable, and

powerful but are more expensive

to build, and take longer to develop.

There is a loss of control through thapproval process, monetization, and

promotion of the app and the devel-

oper is generally at the whim of the

operating systems rules.

Web apps, on the other hand, have

ubiquity across platforms, are search-

able by traditional search engines and

don’t require a ‘store’ gate to engage

They can leverage the power thatHTML5 is bringing to bear. Many

web apps can be developed by in-

house developers using existing skills

However, web apps are not capable

of leveraging the sensors of a device

and can’t function without an Inter-

net connection.

Generally, web apps are less visible

and are marketed through searchengines or directly to consumers

through branded websites.

The true winner will be the hybrid

app, a combination of native and

web apps. Hybrids allow the de-

vice control of a native app, but

also offer the browser ubiquity and

search-ability of web apps. Hybrid

apps run all or some of their user

interface in an embedded browser

component but are downloadable

through ‘stores’. They are being built

with HTML5 and other browser-

based languages. With rumors abou

Facebook’s HTML5-based app store

on the horizon and the availability o

developers with HTML5 skills, hybrid

apps are most likely to dominate in

the near future.

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GOOGLELast year, Eric Schmidt claimed that

“By the summer of 2012, the major-

ity of the televisions you see in stores

will have Google TV embedded.”9

But when Google TV launched

last year, it was met with less than

exciting reviews. A cumbersome

keyboard solution and remote, an

interface that made discovery difficult

and a true lack of fluidity betweenbroadband, broadcast and social

networks were some of the issues.

But what is it that users want from

Google. Perhaps just access to You-

Tube in the living room? YouTube has

recently launched a new

interface, focusing on a

guide that helps you build

your own channels, based

on preferences, previousviewing and the ability to

subscribe to your favorite

YouTube performers.

XBOX

Most CES manufacturers will be

demonstrating some form of Smart

TV interface, with streaming media

app solutions that combine broad-

cast channels and broadband content

THE BIG THREE AND DISCOVERY ON TV

solutions. But the experience is stillvery awkward. All of the content is

still locked within each service – the

old cable model of ‘Walled Gardens’.

Xbox’s new dashboard integrates

voice search and cross-platform

search at the same time. This will

really change the game. And with

their new announcements enabling

broadcast content integration into

their dashboard, you truly will haveone box that gives you access to all

the different solutions.

APPLE

Apple’s focus has been on the AirPlay

hardware/software solution, which

allows wireless streaming of video,

music and movies straight to all Appl

devices. When it works, it’s a very

exciting scenario. Users manage theiiTunes content from the cloud, and

any Apple TV, iPod or iPad can be

the consumption device for what-

ever they want to watch or listen to.

Apple TV allows access to Netflix,

YouTube and other content chan-

nels – but with no linear television

experience to date. Customers need

to turn to cable or satellite for live

sports, news and reality contests.

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9 Eric Schmidt, Le Web Conference 2011

For more at CES, see Keynote of Rober t Kynci, Vice President of Global Content Par tnerships at YouTube

Thursday Januar y 12., Las Vegas Hilton Theater



10 / THE TRUTH ABOUT... DISCOVERY CES INSIDER

KEY UNDERSTANDINGS

As new technology provides new

ways to discovery and enhance con-sumption, we will all be faced with the

overwhelming question, what do con-

sumers want and how do they want

to find it? Do they opt for Apple who

seamlessly connects hardware and

software in a controlled environment

or do they choose Google, Facebook

or Amazon for their solutions? Will it

be a voice-activated interface or a 360

degree camera that reads your physi-cal expressions.

And if Siri becomes the primary

‘discovery’ agent for consumers, it be-

comes a true game changer. Like-wise,

if Quora grows beyond its passionate

early adopters to the rest of the mar-

ket, it could pose a threat to the user

base of Google and the other tradi-

tional search engines businesses.

Regardless of the outcome, marketers

must be exploring the environments

that these technology providers en-

able, and be part of the conversation,

rather then responding to it. This is

especially true in a world where the

amount of content available to your

audience will reach levels that could

not be consumed in multiple lifetimes.

Consumers will need filters and cura-

tors and if a brand manages to stand

for some of the values that are im-

portant to its consumers, then those

consumers may choose that brand as

one of their primary guides.

RELEVANT HALLS

Google, Inc.

South Hall Meeting Rooms - S116

PANELS


Room N260


Room N255-257

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11 / THE TRUTH ABOUT... COMMERCE

An unprecedented amount of thought, man hours and fiscal resources are cur-

rently being dedicated to changing the way people pay for goods and ser vices.

For the most part, this is not because of a need to fix payment systems per

se, or because of a desire to compete with current payment facilitators. Most

innovators want to create added value for customers around the payment. Thi

could mean delivering loyalty services, on the fly targeted discounts, improved

security, or improving the efficacy of search algorithms. This means that many o

the solutions that are being created are likely to include the actual payment at

close to zero transaction cost.

Key areas of innovation in this space are:

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10 Full blog post from Scott Thompson https://www.thepaypalblog.com/2011/06/paypal-crosses-first-100-million-active-accounts-4/

11 For example, see http://www.economist.com/blogs/babbage/2011/06/virtual-currency




NFC

Google has a clear interest in stimulat-

ing the mobile phone’s use in pay-ments. Once mobile search

is connected to purchase,

Google can charge greater

premiums for paid search, as

most brands will pay a pre-

mium if search results can be

directly connected to a sale.

Android’s surpassing of iOS

in smartphone sales globally

will accelerate the proliferationof Near Field Communication

standards, which create radio

communication between devices.

Blackberry already has NFC-enabled

devices on the market. Microsoft is ex-

pected to release compatible phones

in 2012, and Nokia is rumored to be

announcing NFC enabled devices at

CES. Apple has invested in patents

and NFC expertise, but as yet has notconfirmed that they will release such a

capable phone.

Even without phone manufacturers

getting involved, payment organiza-

tion will use NFC-enabled MicroSD

cards, which can be used in millions

of currently deployed mobile phones.

For example Tyfone, a “neutral infra-

structure enabler for cloud computingbased mobile services,” allows custom-

ers to store credit card and driver’s

license data via its SideTap™ card.12

PAYPASS

Traditional mass retailers such as QSRs

are also seeding major innovations in

mobile payment. MasterCard and Sub-

way, for example, have equipped 7,00

Subway restaurants to handle smart-

phone payments via PayPass technol-ogy – which itself is now in more than

341,000 locations worldwide.

Apple has enabled customers to pay

for small items using their Apple onlin

account in store using a combination

of scanning and online payment. If th

model were expanded, a large online

retailer could handle the checkout

experience for any number of brick and mortar retailers.

LIFE MANAGEMENT APPS

Mobile application stores and mar-

ketplaces are already full of expense

management applications, some of

which can be connected with credit

card bills and household financial

management applications. Health

monitoring devices inspired by Nike+have already shown the propensity

for people interested in managing the

data around their lives – “Life Track-

ing”. In these times of financial auster-

ity it is highly likely that the benefits

derived from better financial planning

will drive customer adoption of any-

thing that drives financial literacy.

CURRENCYInnovation is taking place around pay-

ment facilitation, and is being driven b

several previously unrelated channels.

Established loyalty programs are look-

ing to establish relevance in a world

where loyalty is rewarded by almost

all major retailers. Virtual currencies

within gaming environments are be-CES 2012:

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12 For more, see http://www.tyfone.com/images/FAQ.pdf




ing redeemed for real world goods.

E-commerce facilities are being used in

brick and mortar transactions. As ser-vices take advantage of cloud hosting

and present APIs for other organiza-

tions to use, loyalty programs are likely

to link together to create exchanges

replacing money with bartered value.

DEMOCRATIZING ECOMMERCE

Emerging markets look to find ways to

bring business opportunities to farm-

ers and store owners armed only witha mobile phone. Mig33, a mobile-only

social network with over 50 million

users, employs a novel business model

in Indonesia. They have a group of

representatives from whom MiG33

users can add credit to their accounts.

These credits take place across the

social network, after which users can

power up their games or buy virtual

goods. This process could be extend-ed to e-commerce, or to brick and

mortar transactions.

ONLINE/OFFLINE HYBRIDS

Pay Near Me offers another way

to fulfill payment for e-commerce.

Through a relationship with 7-11, cus-

tomers wishing to make e-commerce

purchases can pay in cash. The oppor-

tunity for brands to intervene in these

emerging models, with marketing or

sampling opportunities, is a tremen-

dous opportunity.13

KEY UNDERSTANDINGS

Money and payment are going

through a quiet revolution. If you

have a loyalty program you should be

looking at making it more accessible tother programs. You should investigat

ways to integrate with exchanges, and

ways in which your loyalty program

can add value in areas not directly

related to your product or service. If

you have an e-commerce or mobile

commerce site, make it usable in your

stores or indeed the stores of com-

plementary brands. Look to see wha

customer data you can migrate to the

cloud, and how much of it you can

make accessible to other organization

and application developers.

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13 See http://www.mercurynews.com/business/ci_19413263]

CES INSIDER

RELEVANT HALLS

MEMS Tech Zone

LVCC, South Hall 2

Access on the Go Tech Zone

LVCC, South Hall 4

PANELS

Thursday, January 12th

Room N255-N257

Tuesday, January 10th

Room - N260



14 / THE TRUTH ABOUT... SMART DEVICES/

MEMS

New at CES this year is a conference track and a tech zone dedicated to MEM

– “micro-electro-mechanical systems”. In layman’s terms, MEMs provide the

technology that lets physical devices interact with the digital world in very excit

ing ways. Related to the popular geek topic of nanotechnology [nano-tech ob-

jects are actually smaller than MEMS, which are “microtech”], MEMs are micro-

scopic “machines” that include the sensors that enable device features including

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15 / THE TRUTH ABOUT... SMART DEVICES/MEMS

1. CONTROLHow we interface with our devices

and technology is greatly enhanced

by MEMS. Accelerometers and

gyroscopes have added new user

movement capabilities to phones and

tablets. Based on the way the device

is being controlled or viewed, the ac-

celerometer sensor allows tablets to

switch auto-

matically fromlandscape to por-

trait view, and back again.

MEMS also power gestural

control, such as that found

on Microsoft’s Kinect

for Xbox 360.

The next few years

will see rapid develop-

ment in this space, as devicecontrol moves from specific ges-

tures and voice commands to more

holistic movement controls, natural

language and bio feedback triggers

managing security.

MEMS IN THE PHYSICAL WORLD

Last year, Recon Instruments unveiled an

interesting product: a ski goggle productwith a full function digital experience

baked right in. According to CNET:

2. DISPLAYImprovements in mobile cameras are

beginning to revolutionize family life,

as convenience and improvement in

the quality of the lenses stimulate an

explosion of artifacts around daily life

In the future, these cameras will enab

not only advanced gesture control the

creation of 3D videos, but also dis-

tance measurements and augmented

reality. With the addition of the ‘Retinadisplay on the iPhone, and Sharp and

other manufacturers enabling 3D ex-

periences, screens will take on new lif

And lastly, microprojecters will allow

content to be projected on surfaces

enabling new functionality.

New sensors will appear in phones a

opportunities grow for other indus-

tries (from healthcare to financialservices to transportation) to use

the mobile phone for product and

service delivery. Other technologies

on the horizon include microbolom-

eters, which sense heat and light, and

chemical sensors.

MEMS’ IMPACT ON DEVICES14

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14 See http://www.mercurynews.com/business/ci_1941326315 CNET, ‘ ’ Nov 2011



16 / THE TRUTH ABOUT... SMART DEVICES/MEMS

Recon also enables the sharing and

comparing of this content and data

with other snow riders. This may prove the beginning of a new model

for social networking in sports, crowd

sourced activity engagement and

data reporting for improving athletic

performances. MEMS provided the

sophisticated tech that allowed for this

type of wearable technology.

IMPACT AT RETAIL

Imagine MEMs devices embeddedin shopping carts, gathering data as

customers navigate stores. Imagine

cameras that name the mountain

range in the distance, tennis rackets

that display serve speeds, diapers that

alert parents with a flashing LED and

low cost home security sensors.

Much of the development in this area

is focused on mobile communications,but if (for example) Google develops

display glasses that connect directly to

cloud services, everyday devices will

be utilizing sensors to make that expe-

rience more useful and entertaining.

KEY UNDERSTANDINGS

Mobile Devices will see huge growth.

MEMS will fundamentally alter what

a mobile phone can do. Brand mar-

keters must embrace mobile as a

connected medium, and enhance

the customer’s product and service

experience by designing solutions and

utility that leverage the full power of

the device. Marketers must have a

strategy around ensuring they start to

use some of these solutions.

Also, and as important as understandin

mobile as a connected medium, is the

significant opportunity for what MEMS

will provide in new data channels. This

will require a new approach to data

and new skill sets in data analysis.

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CES INSIDER

RELEVANT HALLS

MEMS Tech Zone

LVCC, South Hall 2

MEMS Industry Group

Booth: South 2 - 25218

PANELS

Wednesday, January 11thRoomN254

Tuesday, January 10th

Room - N260



17 / THE TRUTH ABOUT... PRIVACY

MCCANN’S TRUTH CENTRAL

Privacy represents one of the biggest opportunities for marketers today.

McCann’s Truth Central, a global thought leadership unit of McCann, which

is dedicated to discovering the truths that illuminate the world and helping

brands make their mark in it, carried out some research in October of last yea that focused on privacy. While it is a major concern – ranking second to wor-

ries about a second financial crisis – people also recognize real opportunity in

sharing some of their personal data with brands and businesses.

DATA DATA DATA

New technology clearly enables the creation and sharing of more data. And

this comes with its own concerns. For all companies and brands, there are fou

key dynamics regarding privacy, in order to maintain a proactive, productive an

shareworthy relationship with consumers to building assurance and trust. Thes

are: Control, Choice, Commitment and Compensation.

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16 Eric Schmidt May 2011 D: All Things Digital conference in Rancho Palos Verdes, Calif.

Control:

Commitment:




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Choice:

Compensation:

OUR RESEARCH FINDINGS17

17 McCann’s Truth Central: The Truth About Privacy, a quantitative study of 6525 global consumer s conducted in July 2011 across 6

markets (UK, USA, Hong Kong, Japan, India and Chile), October 2011-




PRIVACY AND THE CLOUD

When considering an investment in

cloud-based services, it is important

to understand that privacy laws and

statutes covering the movement of

personal data are not the same in

every market.

A paper from the Faculty of Law at

Bond University, Australia, points out the new legal terrain that the cloud

introduces:

PRIVACY AND NEW SENSORS

The Federal Trade Commission is ex-

ploring the privacy implications raised

by the use of facial recognition tech-

nology (see MEMS section) . A recent

workshop gathered consumer protec-

tion organizations, academics, business

and industry representatives, privacy

professionals, and others to examine

the use of facial recognition technol-

ogy and related privacy and security

concerns. A webcast of the proceed-

ings is available.19

NEW TECH CREATES NEW

CONCERNS

KEY UNDERSTANDINGS

As technology makes our world more

transparent, handling customer data

is both a risk and an opportunity

for businesses. While the foremost

concern must be to protect the data

and privacy of customers, a smart dat

strategy also encourages responsible

sharing of relevant data, benefiting

both the brand and the consumer.

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18 See http://epublications.bond.edu.au/cgi/viewcontent.cgi?article=1346&context=law_pubs19 See http://www.ftc.gov/

CES INSIDER

RELEVANT HALLS

Wireless Mobility

LVCC, South Hall 3

PANELS


RoomN264

Monday, January 16th

Room - N264



20 / EPILOGUE THE TRUTH

ABOUT STORIES

Today’s technologies are rapidly reinventing the nature of storytelling, and of

narrative media at large. Whereas 20th century tech enabled storytellers to

distribute stories more widely and express them more completely, today’s tech

nologies are transforming the relationship between storyteller and audience,

creating a new dynamic and leading to new forms of participative media thatprofessionals are just beginning to understand.

Mobile devices, social networks, search engines and cloud computing are usher

ing in groundbreaking opportunities for audiences to create their own stories,

to reimagine the stories they love, and to contribute to the stories of others.

Innovations in technology also allow audiences to retrieve data, access creation

tools, validate ideas, overlay context, and interact with peers and other mem-

bers of the global “audience”.

The liberation of audiences through technology is something every professionastoryteller needs to consider. As participative technologies take hold, we will

have to learn how to fully embrace the knowledge, experience and creativity o

our audiences, and in doing so, fashion collaborative and co-created stories. We

also need to learn to think more like architects than tellers of brand tales, creat

ing entire story worlds for our brands and audiences to explore and inhabit.

We will need our media to be flexible and dynamic. We will need it to power

the discovery, experience and customization audiences crave. Finally, we will

need to study and embrace new, emergent rules of human behavior to stimu-

late ever-higher levels of participation in our brand stories.

By and large, advertising and marketing use technology as a content creation

and distribution toolset. But re-engineering our stories to accommodate the

way people increasingly wish to experience, consume and share their entertain

ment means mastering new designs in narrative structure, presentation and

social integration.

The future of brand stories is therefore likely to be a move away from “cool”,

“fun” “virtual” and “interactive” – towards technology-powered stories that

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Documents

CES2012: The Post-PC Era