CES 2012:

THE POST-PC
ERA
THE 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 / 20
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 worlds largest technology trade
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 years next big thing will likely be many things: from exible screens to wearable tech, from intelligent agents to
voice activated homes. Many of the products well see this year will be capable of sensing and relaying information
back to their owners and, in this years top tech story, to the ubiquitous Cloud. Well 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 years 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.
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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
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CES 2012:
THE POST-PC
ERA
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 Apples revenues are now largely derived from Post-PC
products: rst iPod, then iPhone, now joined by iPad.
1
Supercially, Post-PC is about a world in which new devices surpass the desktop
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 nish 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 inefcient
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 include
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 of
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=XdSQbVFobu4
2
'e |cst-|C o tots tc /o'e ese, Todd Hixon, Forbes, http://www.forbes.com/sites/toddhixon/2011/12/15/
the-post-pc-era-starts-to-make-sense/
3
Forrester, \'ot 'e |cst-|C o |eo'', /eos, May 2011
4
See http://www.pcmag.com/article2/0,2817,2397420,00.asp
CES 2012:
THE POST-PC
ERA
3 / THE TRUTH ABOUT...
THE CLOUD
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The cloud refers to a sea change in how the worlds 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, its in the cloud now characterizes the way we access our digi-
tal 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, lets review information in the PC era.
In the PC era, your information, data and media les were stored locally:
on your computer hard drive, on CDs, on DVDs in your ofce 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, but
is always at the ready, so we can be condent that when we throw the switch,
it will be there.
By shifting data storage from products to services, cost and efciency 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.
CES 2012:
THE POST-PC
ERA
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 benets
provided 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 Netix, 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 benet 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 benet 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 customers.
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 ramications
for how CIOs operate and scale their
IT infrastructures, and is forcing corpo-
rate departments to move out of their
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 will
occur. The rst 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 holds
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.
CES 2012:
THE POST-PC
ERA
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 its 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 data
with 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
Cctet t'e C'c.o
DCIA Conference with CES
Wednesday, January 11th
Room N258
CES 2012:
THE POST-PC
ERA
6 / THE TRUTH ABOUT...
DISCOVERY
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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 nd 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 business
models 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 oor of CES 2012
youll see traditional remote controls, keyboards and wands being replaced by
new forms of control: the human voice, body movements and subtle gestures
of the face.
So with all these new ways to engage, what is the future of search and discovery?
CES 2012:
THE POST-PC
ERA
6
See http://techcrunch.com/2011/10/16/siriquora-and-the-future-of-search/
7 / THE TRUTH ABOUT... DISCOVERY
THE OPEN WEB - CAN GOOGLE
STILL MANAGE IT?
With the amount of content that is
available and continuously being gen-
erated on the web, coupled with the
weight of spam and SEO, many wonder
if todays 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 eld of articial
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 eld includes compo-
nents of distributed computing, arti-
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, well touch on two
recent examples: Quora and Siri.

QUORA
Launched in 2009, Quora is a service
dedicated to the asking and answering
of humanitys questions. Questions
are posed by Quora members, and
then answered by Quora members.
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Put another way, Quora is collect-
ing and ranking the worlds 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:
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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 a
CES 2012:
THE POST-PC
ERA
7
See http://www.quora.com/about/
8
The Quora Review Lofty Goals: The Quora Review as Quoras Fourth Estate http://quorareview.com/?s=google
by Michael Sinanian
8 / THE TRUTH ABOUT... DISCOVERY
series of complex databases. The
system allows users to ask questions
as they would a human assistant, and
to receive very useful answers. It can
also perform a variety of tasks, such as
making restaurant recommendations
and reservations, give driving directions
and taking dictation. Siri also adapts to
the users individual preferences over
time, personalizing the results.
Siri is focusing on mobile use cases
initially, where the convenience of an
intelligent assistant is perhaps most
profound. 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 nding these apps?
Native or mobile apps are those
apps you buy specic 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 the
approval 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
dont require a store gate to engage.
They can leverage the power that
HTML5 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 cant function without an Inter-
net connection.
Generally, web apps are less visible
and are marketed through search
engines 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 about
Facebooks HTML5-based app store
on the horizon and the availability of
developers with HTML5 skills, hybrid
apps are most likely to dominate in
the near future.
CES 2012:
THE POST-PC
ERA
9 / THE TRUTH ABOUT... DISCOVERY
GOOGLE
Last 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 difcult
and a true lack of uidity between
broadband, 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, previous
viewing 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 still
very awkward. All of the content is
still locked within each service the
old cable model of Walled Gardens.
Xboxs 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 have
one box that gives you access to all
the different solutions.
APPLE
Apples focus has been on the AirPlay
hardware/software solution, which
allows wireless streaming of video,
music and movies straight to all Apple
devices. When it works, its a very
exciting scenario. Users manage their
iTunes 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 Netix,
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.
CES 2012:
THE POST-PC
ERA
9
Eric Schmidt, Le Web Conference 2011
For more at CES, see Keynote of Robert Kynci, Vice President of Global Content Partnerships at YouTube
Thursday January 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 nd 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 lters 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
/o' ot \ ote =+.+.
Wednesday, January 11th
Room N260
Ce-c-Ce .t' CC C'oo .'.s
Ceo'c.s' =+.
Wednesday, January 11th
Room N255-257
CES 2012:
THE POST-PC
ERA
11 / THE TRUTH ABOUT...
COMMERCE
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An unprecedented amount of thought, man hours and scal resources are cur-
rently being dedicated to changing the way people pay for goods and services.
For the most part, this is not because of a need to x 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. This
could mean delivering loyalty services, on the y targeted discounts, improved
security, or improving the efcacy of search algorithms. This means that many of
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:
CES 2012:
THE POST-PC
ERA
10
Full blog post from Scott Thompson https://www.thepaypalblog.com/2011/06/paypal-crosses-rst-100-million-active-accounts-4/
11
For example, see http://www.economist.com/blogs/babbage/2011/06/virtual-currency
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NFC
Google has a clear interest in stimulat-
ing the mobile phones 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.
Androids surpassing of iOS
in smartphone sales globally
will accelerate the proliferation
of 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 not
conrmed 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 computing
based mobile services, allows custom-
ers to store credit card and drivers
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 7,000
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 online
account in store using a combination
of scanning and online payment. If this
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 nancial
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 nancial auster-
ity it is highly likely that the benets
derived from better nancial planning
will drive customer adoption of any-
thing that drives nancial literacy.
CURRENCY
Innovation is taking place around pay-
ment facilitation, and is being driven by
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:
THE POST-PC
ERA
12
For more, see http://www.tyfone.com/images/FAQ.pdf
13 / THE TRUTH ABOUT... COMMERCE
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 nd ways to
bring business opportunities to farm-
ers and store owners armed only with
a 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 fulll 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 to
other programs. You should investigate
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 what
customer data you can migrate to the
cloud, and how much of it you can
make accessible to other organizations
and application developers.
CES 2012:
THE POST-PC
ERA
13
See http://www.mercurynews.com/business/ci_19413263]
CES INSIDER
RELEVANT HALLS
MEMS Tech Zone
,csc(s) // |o.st, Cc., (/|C)
LVCC, South Hall 2
Access on the Go Tech Zone
LVCC, South Hall 4
PANELS
/c!'e ^,,s 'c.oc.
Thursday, January 12th
Room N255-N257
/c!'e |o,et foss c. t'e
e'c'c, \c's
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 MEMS
micro-electro-mechanical systems. In laymans 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:
CES 2012:
THE POST-PC
ERA
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15 / THE TRUTH ABOUT... SMART DEVICES/MEMS
1. CONTROL
How 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 from
landscape to por-
trait view, and back again.
MEMS also power gestural
control, such as that found
on Microsofts Kinect
for Xbox 360.
The next few years
will see rapid develop-
ment in this space, as device
control moves from specic 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 product
with a full function digital experience
baked right in. According to CNET:
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2. DISPLAY
Improvements 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 enable
not only advanced gesture control the
creation of 3D videos, but also dis-
tance measurements and augmented
reality. With the addition of the Retina
display on the iPhone, and Sharp and
other manufacturers enabling 3D ex-
periences, screens will take on new life.
And lastly, microprojecters will allow
content to be projected on surfaces
enabling new functionality.
New sensors will appear in phones as
opportunities grow for other indus-
tries (from healthcare to nancial
services 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.
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MEMS IMPACT ON DEVICES

14
CES 2012:
THE POST-PC
ERA
14
See http://www.mercurynews.com/business/ci_19413263
15
CNET, |ec /co !.e ^ oos'!coo ,c. s' c'es 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 embedded
in 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 ashing 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 customers 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 understanding
mobile as a connected medium, is the
signicant 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.
CES 2012:
THE POST-PC
ERA
CES INSIDER
RELEVANT HALLS
MEMS Tech Zone
,csc(s) // |o.st, Cc., (/|C)
LVCC, South Hall 2
MEMS Industry Group
Booth: South 2 - 25218
PANELS
Ccet t'e |eo' \c'o .t' t'e
|to' \c'ooess t'e |c.e c|
//
Wednesday, January 11th
RoomN254
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Tuesday, January 10th
Room - N260
17 / THE TRUTH ABOUT...
PRIVACY
'|.o, s o c,cse !et.ee t'e teest c| t'e c.eet oo t'e tze
'ot

MCCANNS TRUTH CENTRAL

Privacy represents one of the biggest opportunities for marketers today.
McCanns 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 year
that focused on privacy. While it is a major concern ranking second to wor-
ries about a second nancial 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 four
key dynamics regarding privacy, in order to maintain a proactive, productive and
shareworthy relationship with consumers to building assurance and trust. These
are: Control, Choice, Commitment and Compensation.
CES 2012:
THE POST-PC
ERA
16
Eric Schmidt May 2011 D: All Things Digital conference in Rancho Palos Verdes, Calif.
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. /
18 / THE TRUTH ABOUT... PRIVACY
CES 2012:
THE POST-PC
ERA
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OUR RESEARCH FINDINGS
17
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/
. /
/
+ /
/
/
17
McCanns Truth Central: The Truth About Privacy, a quantitative study of 6525 global consumers conducted in July 2011 across 6
markets (UK, USA, Hong Kong, Japan, India and Chile), October 2011-
19 / THE TRUTH ABOUT... PRIVACY
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:
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8
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 data
strategy also encourages responsible
sharing of relevant data, beneting
both the brand and the consumer.
CES 2012:
THE POST-PC
ERA
18
See http://epublications.bond.edu.au/cgi/viewcontent.cgi?article=1346&context=law_pubs
19
See http://www.ftc.gov/
CES INSIDER
RELEVANT HALLS
Wireless Mobility
,csc .o'c
LVCC, South Hall 3
PANELS
C.oo`c. C'e |.o, \'ot
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=+
Wednesday, January 11th
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Monday, January 16th
Room - N264
20 / EPILOGUE
THE TRUTH
ABOUT STORIES
Todays 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, todays tech-
nologies are transforming the relationship between storyteller and audience,
creating a new dynamic and leading to new forms of participative media that
professionals 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 professional
storyteller needs to consider. As participative technologies take hold, we will
have to learn how to fully embrace the knowledge, experience and creativity of
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 exible 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
connect with consumers at a deep social and emotional level.
CES 2012:
THE POST-PC
ERA