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As a brand, retailer, or solutions provider, what lessons can you

take from CES to transform your business and messaging to

empower the future consumer? These trends-inspired shifts stand

to shape consumers’ experiences in 2017 and beyond.

Shortened Supply Chain: Sourcing and production methods

are becoming more closely monitored, and consumers are

gravitating to products that offer them more control of the

final output or experience.

PeerHelp: Consumers have acclimated to using platforms

that allow them to exchange goods or services with peers.

Crowdhelping marketplaces are integrating into social and chat,

allowing for more seamless collaborations or transactions.

Remote Results: By putting smarter products in the hands of

consumers, brands and organizations can complete tasks such as

education, repair, or even medical diagnoses remotely—enhancing

comfort and reducing overhead.

Lifestyle Lens: In the same way people apply filters to curate

online personas, they also are personalizing social feeds and

news media to match their beliefs and preferences—prioritizing

relatability and relevancy as top needs.

Person As The Paradigm: Genetic sequencing and biometric

technologies are allowing consumers to personalize their products,

services and routines more intricately to their cellular makeup.

Extended Persona: Hardware (robots, drones) and software (AI)

are becoming proxies for personal identities and are learning to

support and assist consumers in digital and physical settings.

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6 T E C H S H I F T S T O W A T C H

PSFK’s CES Guide 2017 helps you distill this

year’s 3,600-exhibitor conference into a future-

focused field guide, identifying the most important

technology trends for the future consumer.

A B O U T P S F K

This CES guide is authored by PSFK—the leading business intelligence

resource for creative professionals to help them build better products,

services and experiences through regular trend reports, insight news,

immersion briefings and innovation consulting. Corporate subscribers

include Coca-Cola, Google, Nike and Target.

#PSFKCES | psfk.com | @psfk

42 Bond Street, 6th Floor, New York, NY 10012 USA

F o r e c a s t 2 0 2 0The insights in this guide are adapted from

PSFK’s Forecast 2020, designed as a preview

to the fully-empowered consumer. Leverage

the insights in this survey to help your brand

remain relevant as consumers increasingly tailor

information and products to their own needs.

Access it here: psfk.com/forecast-2020

A r e Yo u A C o n t e n t P u b l i s h e r ?

PSFK’s CES guide is supported by Wallkit, the

most progressive paid-content system out in

the market today. Our versatile technological

platform handles the most diverse content access

control, billing and administrative functions for

membership-based content publishers. Learn

more about Wallkit at: psfk.com/wallkit

Download the mobile and print versions of this guide at:

psfk.com/ces-2017

P S F K C E S G U I D E

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C O N N E C T E D L I F E

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1. Invest as a synchronized partner in growing home systems and

integrate auto-renewal or auto-replenish for easy consumer opt-in.

2. Where it’s not possible to integrate with an established ecosystem,

focus on peripheral technologies—AR, haptic tools, wearable

interactions—that further enhance the smart home.

3. Extend in-home digital and wireless bandwidth in order to

accommodate homeowners’ growing IoT and entertainment needs, as

well as larger automated and passive ecosystems.

Panel. Creating The Connected Home Ecosystem: The emerging

at-home connectivity ecosystem presents new opportunities for brands

to enter consumers’ daily, digitally enhanced routines. Learn how to

balance convenience, security and personalization for smart home

products. Featuring speakers from LG, Zonoff and Lowe’s.Time: 10:15 – 11:15 AM on Thursday, January 5 Location: Las Vegas Convention Center, North Hall, N261

Demo. Hyundai IONIQ Autonomous Hybrid: Automaker Hyundai will

debut two autonomous concepts of its IONIQ hybrid model on the

streets of Las Vegas. Cars are capable of dealing with hazards like

pedestrian traffic, school zones and road blocks without unsightly

self-driving accoutrements.Location: Las Vegas Convention Center, North Hall, Booth #6906 Test drives available for press

Product Showcase. Bonjour Smart Alarm Clock: A delightful

integration of AI into the home, Bonjour is an alarm clock that also acts

as a personal assistant. By learning daily routines, Bonjour adjusts wake

up times to contextual information such as calendar appointments,

traffic and the weather. Location: Sands Expo, Hall C, Booth #43622

3 I n s i g h t s To L o o k F o r A t C E S

3 I n s i g h t s To L o o k F o r A t C E S

R E T A I L

1. As currency becomes more and more amorphous, consider how

bartering and exchange—of data, behaviors, promotion, etc.—can be

traced and accounted for in transactions.

2. Determine how identity and biometric cues can provide

secure, always-portable payment systems that

encourage anywhere transactions.

3. Allow consumers to be co-creators of the products they purchase

by offering personalization, modular systems or home-creation

instructions that provide more control of the final experience.

Marketplace. eCommerce & Enterprise Solutions: Meet the enterprise

solutions partners who ensure that retailers offer a personalized,

consistent and secure omnichannel experience. Standout participants

include Amazon Media Group, Mastercard and Walmart eCommerce.Location: Las Vegas Convention Center, South Hall 1

Keynote. Kevin Plank, CEO of Under Armour: Plank shares how his

brand Under Armour created an ecosystem of personal growth around

its core product line of sports apparel. Learn how peripheral technology

and social tools support, rather than dilute, a core retail experience.Time: 3:00 PM on Friday, January 6 Location: Venetian, Level 5, Palazzo Ballroom

Speaker Series. The Expansion Of Mobile Commerce In The Connected World: Changing mobile habits, from chat to AI assistants, continue to

present new opportunities for mobile commerce. Speakers from Venmo,

Mastercard and others discuss how peer-to-peer exchange, data sharing

and micro payments will change ecommerce for retailers and brands.Time: 3:30-4:30 PM on Thursday, January 5 Location: Las Vegas Convention Center, North Hall, N253

H E A L T H &W E L L N E S S

1. Adapt products to empower audiences of all skill levels to learn more

about their health, administer treatments or make improvements.

2. Help consumers track their own metrics over time and measure progress

against them, creating a more personalized wellness plan.

3. Use new detection technologies such as AI, AR and skin sensors to

reduce cost and discomfort associated with medical testing.

Panel. Fitness As A Second Skin: Fashion houses, developers and

designers are forgoing wearables for more nuanced health tracking

technology directly within the fabric of our clothes. Featuring speakers

from The New York Times, Sensoria and TomTom, this panel explores the

body as a health and technology interface.Time: 10:15-11:15 AM on Thursday, January 5 Location: Venetian, Level 4, Lando 4303

Product Showcase. HiMirror: Trailblazing the future of at-home diagnostics

and treatment, HiMirror is the world’s first personal beauty and health

mirror that analyzes skin profiles and provides skincare treatment

recommendations.Location: Sands Expo, Hall B, Booth #42513

Product Showcase. K’Track: Health tracking company PKvitality unveils

K’Track—the next generation of wearables capable of analyzing key

physiological markers simply by tasting the skin, without pain and without

the need to draw blood.Location: Sands Expo, Hall C, Booth #44635

M A R K E T I N G & M E D I A

1. As social surpasses editorial as the primary entertainment lens, create

tools that allow users to quickly and accurately share their experiences with

their friends and fans.

2. Focus on curating, rather than creating content and messaging; support

and share audience work in order to engage followers and develop a

reflective voice.

3. Enable all users to be content creators by personalizing media to their

preferences, personality or biomarkers.

Speaker Series. C Space Storytellers: Google: A leader at the intersection

of advertising and AI, Google shares how artificial intelligence can grow

stronger brand and business results. Additional speakers AT&T and

Universal Pictures talk about AI’s role in storytelling and customer service. Time: 10:15-10:45 AM on Thursday, January 5Location: ARIA, Level 1, Pinyon 4 Ballroom

Panel. Modern Marketing: Digital Hieroglyphics: Emojis, GIFs, videos and

symbols comprise a growing portion of how mobile users communicate;

this panel of experts from Twitter, GIPHY, Tinder and beyond discuss how

brands can engage authentically in the space. Time: 10:15-11:15 AM on Friday, January 6Location: ARIA, Level 1, Bristlecone 10

Product Experience. Qualcomm + Lionsgate: Wireless leader Qualcomm

and film studio Lionsgate are hosting the ultimate Power Rangers VR

experience to show off the capabilities of Qualcomm’s upcoming mobile

chip – Snapdragon 835. The nostalgic VR experience is a nod to the

companies’ upcoming VR entertainment initiatives, particularly in China.Location: Las Vegas Convention Center, Central Hall, Booth #10948

3 M u s t - S e e s3 M u s t - S e e s

3 I n s i g h t s To L o o k F o r A t C E S

3 I n s i g h t s To L o o k F o r A t C E S