Despite the chaos, excitement, swirl and hyperbole, it doesn’t always feel like the pace of change is that fast at the Consumer Electronics Show (CES), which I visited earlier this month. Maybe it’s the long hardware development cycles, maybe it’s that we’re on the edge of what’s possible in material science or perhaps it’s just a lack of ambition and imagination.
This year didn’t feel much like a display of pushing boundaries and developing new things, as much as new combinations of existing things. It was refinement within a paradigm, making sense of what we have, it was new blends and convergence, when it’s divergence that gets the headlines. CES is a wonderful festival of hardware in a world moving to software and services, if you doubt that then just look at the most valuable companies around these days.
It’s time marketers learn from all this.
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