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SXSW 2016 - Where Creative and Business Blend into the Premier Destination of Discovery
Euan Jarvie, COO MediaCom EMEA, gives us
the low-down on what's happening at this year's CES technology
event in Las Vegas.
Day one starts...
The first working day in January; dark, dank and rainy. The most
depressing working day of the year, record divorce applications
across the world.
Me, I'm in Las Vegas for some tech and a glimpse of the future at
CES. The world's largest consumer electronics show should to reveal
how the big brands see our future.
Sadly much of what will be on display will probably last year's
launches being given a final push. At a time when the technology
world is talking about the "real" roll outs of 4K TVs; wearable
technology that's actually useful (Samsung connecting all your home
appliances) and the development of actual Biometric tech that's
part of your daily get up, that's a disappointing prospect.
The advertising, content and marketing purists are focusing on
real technology that allows for individualised messaging and
experiences.. The headline grabbing highlight of day one was the
breakdown of an auto queue at the Samsung launch with Transformers
director Michael Bay walking off the launch stage mid speech
proving once again that technology can create problems as well as
Positive news includes Chevrolet bringing 4G LTE to the cars for
real-time sharing of experiences - a move that creates great
potential for advocacy and related messaging.
I'm more skeptical about the talk of curved TVs and smartphones.
It may reshape the design but does it really give consumers an
enhanced experience or just some short term "talkability".
CES will also bring more consumer drones to the market although
I'm still wondering if this is both sensible and practical for the
likes of Amazon, far less for consumers.
The show promises much in 2014 around the real adoption of
connected technology that brings all the brands and advertisers
what they are searching for - relevant and experiential events that
bring enjoyment and impact to real people who share these
My Las Vegas cab driver's view was that the show was all promise
and no application in 2013. 2014 - It's time for delivery.
First published on M&M
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