CRE8 Talks: What Lies behind CES 2016 - a More Human Touch


Every year after CES, we could always see a lot of post-show analyses and lists of the best gadgets and trends, but apart from drones, wearables, and robots, where is the latest technology taking us?

A big shift is that companies are starting to move away from what is technologically feasible towards what is technologically meaningful. Companies are moving beyond what we at CRE8 call the “VHS moment” - overloaded devices with many technical functions that nobody has a need for have gradually become daunting machines to use. Therefore, instead of coming up with more functions, our gadgets (and the companies who make them) are starting to learn how we use the devices, predicting user behavior, and accommodating users with solutions.

At CRE8 we are excited to see our gadgets become ambient sensors as well as tech devices. Finally technology is moving towards a more human-centered approach.

45% of Americans will have household products such as entertainment systems, locks and alarms, or thermostats and fans connected by the Internet before the end of 2016, so the hype around IoT is becoming a reality as we speak. This phenomenon with the shift from tech overload to human-centered solutions will create a breath of fresh air in the industry. However, CES shows that the field is already getting overcrowded and not everyone will be standing at the end of this evolution.

At CES 2016, it is also immediately clear that the car industry has finally understood that consumers are yearning for more from their driving experience. Technology has merged with cars and we are now capable of communicating with our cars through phones, tablets and computers. Cars will also become access points. One area of concern is that technology in many ways upgrades too fast that our automobiles cannot keep up, so simply after one year or two, our “old” car technology may not be compatible anymore with the latest and greatest gadgets. And that is a challenge to car companies as they will have to think of technology update packages.

Immersive technologies have also taken a step further since CES 2015, and for the first time, there are ample viable products ready or close to ready to hit the market. For many of them, price is the only hurdle left. Early adaptors will take care of that by buying just enough VR goods for the price to drop to more acceptable mainstream offers. Augmented reality is expected to become a $120 billion market by 2020, according to tech advisor Digi-Capital. And you know what? They may be right.