Jean Foster  

Good afternoon everybody and welcome back to the see space storyteller stage at CES 2020. Not really going to see much about this next session because all I can say is you're in for a wild Right. So the next speaker has basically goes by one name, even though we've got to up here goes by Shane game. He's got the coolest job title in the world digital profit. I first saw him last year at the Cannes line festival, look at the cross a walking on the cross. And I thought he's a really interesting looking guy, and an Indian and a world of interesting looking creative types. He really stood out. But then I had the pleasure of meeting him and listening into an event that we were involved with a number of CMOS, and he basically blew my mind. He talks about technology and the future of technology in the way that I have never heard before. It's so important for us as marketers and brand leaders and advertisers to understand the bigger technology picture and what's coming down the road to us. And this is what he does also well, so please welcome me on. Join me in welcoming David. Shang Shang it to the CS space space. Thank


David Shing  

God that was such a lovely introduction. I hope I can fulfill it in the next half an hour. How you doing everyone? Okay. There's a little long faces in here, dude. We've been at CES since he went to bed at midnight last night, anyone? Okay, I know what I'm dealing with fatigue. I'm going to start with a Marshall McLuhan quote, love this. "There are no passengers in Spaceship Earth brothers and sisters. We're all crew." This is hard. And what I mean by that is that we're in an industry of change. And you know that because it's overwhelming. who walked the floor? Quick show hands. Awesome. Favorite thing anybody saw shout it out real quick. Right. I'll cover that. What else? Well, Obama has a drone cop and 40 movies. Oh, yeah. Yeah. Okay. So let's cover some of this stuff real quick. I'm a forecaster, I get a little boy. I'm going to talk about some stuff that I think is interesting. Let's think about this. Part summary. And then part principles. So stay with me. Here we go. The internet was clearly where we first started, we've moved very quickly to social, which we all spoke about. And we talked about today, we're part of the world of collaboration. So all of that stuff you see in automotive is clearly there. And then of course, autonomy, which is what we're scared of. Ultimately, we're going to talk about things like wellness, which is a massive category down at CES, and then ultimately, we want to talk about space. I prefer to try and fix this planet. So I'm grounded here. And so let's talk about what that means. If you do think about the fourth industrial revolution, we are part of that change. Yes, we are. So the first Industrial Revolution was steam, we very quickly moved to electricity. Then along came computing. One of the things we currently have in our hands right now, where are we headed intelligence. So what CS is brilliant at is showing us shiny objects, which we do and are about, but the core of all of those things is intelligence. So let's cover those off real quick. But in the essence of those, we need to think about the three things the dynamics of what we talk about the most abused word in 2018 for me or 19 Still this word disruption that's very quickly followed up with experience, particularly from a brand perspective and advertising. What's your brand experience, and we see a lot of those experiences here today. And ultimately, we want to know about what that means for transformation, human and otherwise. So if you think about it, the truth is for me, transformation is the core of it. Yes. But these are the sort of things that people want to harass me about. I do travel a bit. And I whether I'm down the street, I'm in a restaurant hanging out at about the chandelier. Thank you very much, whoever harassed me last night. This is call me late night. I want to know about AR m, VR schemas UX, UI, privacy, security, the blockchain, blah, blah, all of the stuff I really don't care about. Because the only thing I care about, honestly, is fun. And that's the reason why I got in this industry A long time ago. It's all about this. And let's talk about that. My career really took off and I moved to New York City about 20 years ago, and I come from a country where I had three TV channels, by the way, I bought that I subscribed to Time Warner, I can To that TV into the kartal because it gave me 99 channels of television I did not understand. So I just fundamentally said, If I wanted a trusted experience, I need to go all digital. So back 20 years ago, I made a decision to have no TV, no newspapers, no radio, no media, other than the internet. So those of you born digital native, I made that conscious decision myself 20 years ago. But here's what I think is amazing. About, I don't know, four or five years ago, the internet became an untrusted experience for me data point one, pull out my phone, two things I experienced, Misery sports. And I don't know either of those. So the thing for me was, I thought to myself, What is that all about? Why do we have this basis of lack of trust? Well, part of it is the fact that we don't really trust each other. I don't trust you. You don't trust me. I don't trust the government. I don't trust religion. I don't trust the media. We lack trust. And what's fascinating for me, also is brands have an issue. So those who represent brands in the room this is why it's interesting time. The brand itself has to do as with publishers, publishers tell brands that they don't have a good voice to speak to brands or consumers. And then brands also have to deal with the robots that are coming to say it's all about marketing based on tech. It's not about human to human technologies anymore. It's about, it's all about robotic technologies for brands to connect with about 8 billion people on planet Earth. The agencies come and say, give us all your money will tell you where to spend, it will rationalize your budgets, like a portfolio, awesome. And then at the same time, the brand itself also has to think about these guys, consultant. So they come along and say, Hey, well, let's transform your business because we've been doing it from the inside out anyway. It's now time to transform your marketing. And then brands come along also. And they say to themselves, well, it's very confusing because designers come along and say, we can build great content, we just can't give you great distribution. So we've got all these people chipping away at brands and by the way, brands, in my humble opinion, are the new meta, geez, they're the ones investing in culture that we will touch and interplay with today. And they have to deal with themselves because they say all of those other people coming and knocking at my door make it confusing. We're going to crack it alone. So the thing that I need to also understand is that the foundations of this are changing. So if we think about it, the gig was easy. get people to brands and then brands to people. Yes. incredibly difficult. Why? Because the world clearly isn't changing. We all know that because you're living it and breathing it right now here. And let me give you an example. Is this industry, all rainbows and butterflies know, every brand on planet Earth has to have a 360 degree radius on how to interact with humans. And the baseline of that is personalization. You need to know who I am as I stand at your kiosk, checking into your plane if I'm one of those people, and then I want to customize it because all of us don't want to be homogenized. We want to feel like we're into personalized, that's what customization is, then, of course, we definitely want technology be humanized. We want it to feel like it's softening the shoulders of shiny technology out there that feels too sharp. And let's cover some of that as well. All right, you need to be open to the community. Yes, because we're still about human to human. You also then need to be open to things like data. Now let me give you an example of that. If you think about open data, if we had this discussion last year, it would have been a different discussion because some of our data was stolen. So being open to the relationship of how we interact with data is going to be the new frontier. being open to relationships also mean you can do some amazing things with other brands, as I used to call them SDK is back in the day, software development kits happened to be another cool term again, who knew? But the new language for that is clean API's. But what I do think is interesting is that things are more practical. There are no new cool categories down if you walk the floor, you've noticed and and in this influx of about 4400 exhibitors, I think they're all there are no new categories. It's just new services. How do I actually connect with others to make sure it's a better interconnected experience? That's where I find it to be fascinating. All right, more, but if we think about it, what's missing for me? I've been coming here for several years. What's missing for me as a data point one is this, the fundamentals of that gaff tape. I used to come and see stuff that Very work in progress. Now, I go up to somebody particularly down at like Eureka Park, I'm like, first question is, is this a production model? Because I can't tell it is so easy to go from idea to shelf immediately without having to do a work in progress. I find that to be really interesting. As we target humans on planet Earth. According to Harvard, this is the way that we all categorized strivers, believers, makers achievers, awesome. But the other way that we could think about it is the old rule of hierarchy by Maslow. This is kind of more my vibe. The only thing clearly missing from this when he invented that is high speed internet at the bottom. Otherwise, we're good to go. But that's kind of the vibe where we're at today. So if we think about really, in essence of that, where does it Where does it lead to us and it leads a little bit like this. One second. Let me see if I can get this to work, a little bit of behavior. Technology is changing our behavior. What it's not doing is changing our need. That's made in the wild. The idea of saying technology's going to All of our needs, not necessarily, some of us still want the need of human touch. And so what about those needs, so if you understand human need, it's half the job of fulfilling it, period, full stop. So here at the Consumer Electronics Show, we need as abbreviated to CES. That's what it used to be called. What I think the new term of CES is, is creatively evolved a story. It's really quite simple for me. And what I think is also interesting is that if we get creatively evolved story, right, you end up with this, you end up with the ability to think about beauty. So two years ago, I was looking for technology that felt really beautified. And then on top of that, I thought to myself, well, what's this term of this year going to be about? And for me, it's about refinement on a category that exists in addition to refinement, what comes next? And it's about sentiment and what I mean by sentiment today as you sit in those chairs, as you feel the things around you as you open a car door and you chunk it or when you feel about those things, that's refinements around sentiment does it essence of what it feels like to have a brand in the real world. And ambient is how all of these amazing technologies give you a sense of commitment, like, Is it a value to me? Does it feel like something that I want to have purpose with? They're the sort of things that I think about around that. So ambience and sentiment of the two new x excellence of how we connect with people. So what does connected human mean? connected Chairman used to mean this guy. And I kind of felt like that guy, maybe in 2014. But what I do think is interesting is that that's not necessarily the person that you're trying to, you know, think about today. Not all the technology that we've seen in the last decade has been brilliant. By the way, there's some technology that hasn't really quite hit the mark. These are just a couple of those examples of those, in my humble opinion. But the big category I'm intrigued by is IoT. Or as I like to call it, io, E, the Internet of Everything, or in fact, it's really the Internet of anything, isn't it? And what I mean by that is humanized technology as 127 different products, launching the IoT Base per second is absolutely enormous. And if you think about it, this is an example of the Guardian teddy bear is a teddy bear that you can hold, it reads the child, biometric will tell you how sick it is before you have to rush it to a hospital. That's humanize technology. And if you think about, you know, something like this, this is another piece of technology. These are flick. These are $30 buttons that allow you to do things in your house that you normally do with your phone. But you don't have to worry about your phone anymore. You can take your power outlet now and use it for multiple things other than just running power to the source object, which is pretty interesting. You've got the ability to brush your teeth in about 10 seconds because apparently we've been wasting all that time brothers and sisters. So you've got this thing which brushes all your teeth all at the same time, which is pretty radical that comes out of a French company, I think you've also got this sort of thing. This is connected Tupperware. So this is a very aggressive sizzle reel for connected Tupperware. So I don't know about you, I buy bags of spinach in my house to watch them right over three days. What this does is it pings you and let you know when the best used by day is for your goods and services. So it's really connected stuff to make sure we're not wasting In agriculture, anybody sit in the Lamborghini massage chair. That's a $60,000 massive share man supposedly has a massager for your brain to which I think is pretty amazing Pico brew for those of you who are craft brew fanatics, you've got this bad boy to be able to assemble with. So it's beautiful this thing can sit on your kitchen counter, as opposed to being your dirty basement downstairs where you got your yeast concoctions running. Awesome. So the other types of tech that we have, who saw this amazing that I connected toilet that does everything but wipe your bum. But what's amazing about this thing, well it does that too, actually, apparently. But these are all connected 3d technology now can print a mask. So printed technology around 3d. This mask you can use for things like face mask to be able to hydrate your face better than ever before, which is pretty amazing. Then you got wearables as a category, there's 600 wearables and the number one category at the moment is fitness. Now what we're seeing the refinement of those categories, the things that actually just better. This is an amazing piece of technology that creates Braille So it helps people who are sight impaired navigate, which I think is amazing. This as a haptic wearable as people run instead of looking down at these devices all the time, it just tells you by some tapping to turn left or right which is pretty amazing. This is a ring that will actually change color based on what you're isolating that color. So if you're not wearing fashion because you don't think it might fit your fashion mood, you could isolate color and say I want my ring now to be pink, or I want my ring to be purple. There are ways to think about vanity differently. This is technology that comes from L'Oreal. It reads your SPF outside and tells you what sunscreen you should be wearing throughout the day. These are incredible pieces of little tiny technology, which all make life easier for us. They're all very, very intelligent. This piece of technology, which allows you to take the scratches that happens inside your pocket, and it eats away those scratches throughout the day. So your phone always looks brand new, pretty amazing man. So these are all intelligent technologies that are here to just soften it. This is basically throwing sound by Sony. The ability to sound in certain areas of the room by coming, a little tiny, beautiful object at the front of the room, these sort of intelligent objects are coming to us at feel very invisible. Speaking of sound, we had Pandora and Sirius here previously, the thing that's amazing about sound is it's falling away. These are design tiles from banging Olsen that sit on a wallet to sort of blend into the environment. They sound amazing, then you've got the fight of this war, who in here does not have one of those. Let's go reverse. And again, you don't have these. Wow, amazing. I will talk to you two characters later. I'm loving that the rest of us have this stuff. The thing that's different about this, for me, is the feedback loop. As a brand, I can now interact with this device in a way I've never been able to do previously. And it's fascinating to think about that sound is now their place where it helps to totally think about brands engaging with people. It's incredible to think about that. It's not just about vision. One of those vision techniques is virtual reality. You know this, the content in virtual reality today is a bit naff. I much prefer still watching people with the goggles on I do the content that's in it truth. But what I do think is amazing. Is it today, all that it does is still gives me a linear experience. I can't pivot the content based on my emotion, I have to pause my experience and say left, right, up or down. And that's not good enough. We needed to be more lateral. And we will get there, I promise you, but we're not there yet. And we're I do find this to be fascinating. We're all getting very excited about AR. We've left VR in the dust we've all gone AR, or sorry, kids call it filters. But it's been around a long time like VR has, but where I find it to be fascinating is that everyone's having a crack at it. Even people like Samsung this week are talking about it, or you heard about Bose. But the thing that they didn't talk about with both of you earlier session, is that yes, it gives you sound in the arms of these headphones, but it gives you augmented awareness, meaning as I walk downtown, I can actually turn left and right there a voice has told me that there is a discount on the deal I've been looking for. That's where that heads. The only problem I have is that I already have voices in my head man. So I don't know if I have space for Bowsers. voice in my head. So that's a challenge for me. So augmented awareness is really where it's headed. It's not augmented reality. It's not. It's augmented awareness. Everything is trying to make you aware, particularly in the car screens are very exciting in cars. Why? Because we want to feel safe. We also want to take an eight inch screen, put it down and have this beautiful, immersive experience, because we're no longer driving that car and it will happen one day. We're just miles away from it yet. And it turns out that humans are optional in all of these experiences, by the way, because you want to kind of drive that car, other things will be in it. So we'll have multi purpose devices driving around that are not just transporting humans are also using that infrastructure transport other things when it comes to beautifying your living room. televisions are absolutely gorgeous. I don't own a TV. But there are examples of technologies that are incredible. This by the wall by Samsung is dope. You guys have seen this thing they have all these screens all smacked up against each other. You cannot see the seams. It is phenomenal technology. The Sarah Look how beautiful these technologies are. Look at that the frame. It's been around for many years. It's just gorgeous technology. But one thing that you're noticing, look at this by LG, the tech the ability to say I'm watching vertical content now. So turn my TV vertically. Makes perfect sense, doesn't it? And if you also think about this Sony produce beautiful Teles, but the back is as beautiful as the front. Because with all of these things that you see down there, and those shiny widgets, guess what, dude, you never want to look behind the curtain. It looks like that still. So if you guys want to invent something, invent better cables. That's where I think it's going to be dope. This you saw this by LG, the rollable has seen this thing. I'm told you can open and close about 55,000 times before it splits, amazing piece of technology that rolls open and beautifies your house when you want to watch that language content in goes away when you don't. And this is something that LG showcase last year they're showcasing this year, but it's possibly going to be launched. Now. Why? Because we don't want technology to be too intrusive in our environments. We want it to be there when it needs to and fall away. When it doesn't, and why is that the case? Because we all have these incredible views apparently. Thank you very much indeed, LG. So, one of the things I'm excited by is one of the things that came out of Japan. This is a piece of wood. And why I'm excited about it is a graphical user interface turns up when I need it, and it goes away when it doesn't. And it acts like wood when it's not doing that brilliant, beautiful technology that pays when it needs and goes away when it doesn't. It doesn't just stick out honestly all the time and intrusively. So everything with is built in intelligence is in a fascinating way of thinking about how we connecting, and one of those big categories, cities, all of this incredible collection of data can only happen if cities are smarter, but they can't be smarter without taking into account the environment. destroying the environment at the same time is not good. And we know that and coming from Australia I can tell you that as a data point one particularly as we as it's burning, but these are the things that really the power of things like five years really going to amplify the ability for us to feel safe to feel like we can do things at a surface level where we don't have to bounce things off by satellites, that we can feel like we're in a safe surveillance culture. Good, not bad, because it's going to make us feel sane. All of those signals are going to make us feel sane. And but the biggest thing that I think about it not the case for me is what about intelligence responsibility? So what's going to happen with all these things that are autonomous and accidents happen? Where's the liability sit? So it's something I think about, if you think about by 2022, it's estimated there's going to be 105 million connected cars, we're just going to produce 20 terabytes of data per second. And whereas all of that stuff's going to be stored, how is that going to be interrogated? I have no idea. But I do know it creates these ecosystems. All of what I just talked about all of the things you see, there's 4000 different exhibitors are all trying to figure out what an ecosystem means. And those ecosystems for me, used to be this my ecosystem was a car. We're not 17 I bought the car. That's when I felt freedom independence and self expression. A lot of these things, cultures that are not reflected in the technologies that I see down at any of the exhibits at CES. In fact, I see that we have a diversity issue not of people here. But of age. There's not enough young people come to CES, in my humble opinion. But if you look at this, young people are born connected. 37% of children under the age of two can operate a swiping device better than a parent, you give them analog, they think it's broken. And it's amazing, isn't it? Little kid will sit here and watch this thing for half an hour. Dude, that'll give you a quick update on where technology should be for sure. But if you think about it, continued consumers consuming content is an old way thinking about it passively is not where we're at. We're active now, aren't we we have a creator, a critic and a curator of experiences brothers and sisters. And so we know that we have this last gen to deal with we have to orchestrate better experiences and technologies to make sure we're involving people. The slash Gen. Why? Because the world is overwhelming. And then it's underwhelming and what I mean That it's overwhelming because I can't find what I'm looking for. It's underwhelming because it's really just about all of this mass media being hit at me. And if I think about the flip side of that, one of the largest contributors to stress today is Meteor overload. So the stuff you're producing on these digital experiences, to calm people down is stressing them out and killing them. Just kidding. But I do know, if all the only thing I can tell you is a data point in one that 24 hours in the day is not going to change. And the attention is clearly the economy we care about. And holding people's attention is the new gig. And if we think about kids, we have to worry about what the next generation of people they're going to be embedded in growing up in digital experiences, again, to care about in America alone, they witness about 16,000 acts of violence by the time they're 10 years old on screens, not including gaming. In addition to that, they only if you think about screen time, they're in north of about 30 hours a week. These are kids under the age of 10. And in addition to that, the homework per week on average is three. So it's a lot of time to be entertained as a Child. And if we think about it, a lot of things that are described globally prescribed globally by doctors is a thing called green space. Have you heard of that? It's called the great outdoors when I was a kid, like, get your kids outside and breathe some fresh air, not like that. And that's the thing that's really intriguing. Because the number one guilt for young parents today huzi on parenting here as a kid under the age of 10. What's your number one deal, brother?What is it? What's the number one guilty you have as a parent today, in front of 100 of our friends, too much screen. The second thing is I'm not spending enough time with my kids. And we're sitting here looking at all this screen on average adult spends 17 hours per day on screens. So if we think about the dynamic of this, I believe that offline is the new online. Why? Because I don't know what technology is really doing to our attention spans for children. I I'm concerned about false social realities. I'm certainly concerned about my privacy debate. And where I find this to be amazing is a digital detox being here in January. isn't an encouraging thing for me to think about. Is anybody in this room ever done one of those? Can I ask what that was young lady with a camera on your phone right now? Yes, you're not doing that. What did you do? You took a break just now you took a break from social media for how long was that?Two weeks? How do you feel? Because apparently You're back. Feel good, but not good enough to be not on it. The number one response people gave when they have a digital detox brothers and sisters is felt more productive. The thing is rattling in your pocket right now. And it's giving you false vibration syndrome is actually not making you feel more productive. It's amazing. As I said, we spent all this time in front of screens delivered I said it was 17. boohoo, but it feels like it's 17 this week, so if we think about it, who does this? Who checks this out? screentime. This is not real data. By the way. I'm not gonna give them real. I'm this thing stresses me out, dude. And when I look at apps to calm me down, there's 150 of them telling me I'm spending too much time on screens and I need to calm down. And so maybe what we should showcase is things like this. This is a piece of technology cost 15 bucks called the no phone to size, shape and weight of an iPhone, man. So if you're a phone fit, like maybe you should have that in your pocket, or some of these technologies you'll see here and you'll see other technology shows this year of phones with buttons on them. That's what I grew up with man. nostalgia is awesome. These are brand new phones, people walk around with buttons. God bless. And where I find it to be incredible. Is it what about Palm Pilot remember your nice Palm Pilot in here? All of us. They just came out with a new phone. It's about a third of the size of the iPhone. The idea is you know your big fat productivity phone at home you head out the great outdoors and a little fun phone. Why? Because of this, what's this thing called farming. This is the ability that it only takes two of us to participate in annoying each other. So if you think about it, I'm bring all of this up with all of this technology because we're suffering from brand fatigue. I come from an industry where We make people want stuff. Now we're downstairs thinking, how do we make stuff people want? And the reason we do that is we have a care curve. People care to the left and the right. You can't sit in the middle and sag. You have to care now, and that's what's new. Somebody said robots. I've heard it a couple of times a robots a couple of times. Well, yes, the robots are coming to take your job. No, they're not. They're here to tell you what to do not how to do it. That's the job of the human. But you see technology. It's not humanized. Yet man, still a bit wonky. There is technology like this, you saw this, this is a bow from Sony. You know, this is like a 1700 dollar little robotic dog because you should probably be rescue real one, by the way. But this is an example of technology being applied. So in summary was still safe for a while. And the power of it is all about good stories. As I say creative evolved story within a story still telling space right now. We got to stop telling we need to focus on good stories because you can get that right. We'll get the context right. Build good content, put it in smart places. The only thing that matters In our world, and as I feel less anxious, and I feel like I want to go back to a trusted environment, I think about what is the one thing that makes that happen. So if you're in the, in the business of making content that wants to engage with the people, that allows people to create, allow people to pass it around, allow people to engage in your brand, you need to add one element to that and the secret in gaming is surprise. In conclusion, my friends, that if you obey all the rules, you miss all the fun, which is a quote by Katharine Hepburn, which is my all time favorite quote on planet Earth. Thank you very much for indulging me for 20 minutes or so. God bless. Take care

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