What Happens in Vegas . . . at the CES

What happens in Vegas, doesn't stay in Vegas, at least not this week at the Consumer Electronics Show.

If you're involved in marketing, you should be aware of the technologies and trends represented at this annual event. More than 3,000 companies show their latest goods and services in Las Vegas. More than three-quarters of the top retailers and the largest U.S. firms are there. Read the coverage, watch the videos and slide shows, just for a taste of tech today and tomorrow.

Some products on display are concepts only, others are in the launch stage. In all, you'll get a sense of where design is headed, as well as insights into how companies are applying consumer behavior research. Tech is driving new product development in categories well beyond traditional consumer electronics. So take a look:

• The Internet of Things is in evidence, although the public may not be adopting these products as quickly as manufacturers had hoped. See a gallery here.
• Above, a new LG refrigerator that lights up the interior with a knock. No more holding doors open and letting cold air out.
• This isn't a car show -- or is it? Faraday Future has a concept car that looks cutting edge. Ford is talking about self-driving cars. GM is also talking about self-driving cars. Well, almost everyone is talking about them. Google is actually doing something about self-driving cars.
• Tech-laden clothing--wearable technology--is here. Again.
• Fitness (actually, wellness in general) continues to be a hotbed of tech activity. Just one example of many: Under Armour is introducing new fitness devices. 

Remember, derived demand (the idea that demand for one product is based on--derived from--demand for another product) may be a key factor if you're marketing a good or service related to any of these technologies or products. So think ahead and consider how any of these products may suggest new directions for your brand or offering.

Robots in the Warehouse

Robots have been in warehouses for some years--but what's new is how robots are streamlining physical distribution and speeding customer order delivery by participating in the Internet of Things.

As shown above, robots are working side-by-side with Amazon employees to handle heavy, tedious, repetitive tasks. MIT Technology Review calls this human-robot symbiosis. Here's how that works at Amazon: "To encourage workers to see robots as companions, each unit is given a different name by an Amazon employee, and the name is entered into the system, so workstation workers can refer to them by name instead of a serial number."

Amazon recently awarded cash prizes for robots that (on their own) can read customer orders, gather and pack the merchandise, and have everything ready for shipment. Given the company's huge throughput and seasonal peaks, warehouse automation is needed to supplement traditional employee activities. That's one reason why Amazon acquired Kiva Systems in 2012 and renamed it Amazon Robotics.

Here's the vision of Amazon Robotics:

Amazon Robotics automates fulfilment center operations using various methods of robotic technology including autonomous mobile robots, sophisticated control software, language perception, power management, computer vision, depth sensing, machine learning, object recognition, and semantic understanding of commands.

Amazon isn't the only firm working on robots to collect orders and send them on their way. Fetch Robotics makes robots that carry bins and help warehouse workers retrieve merchandise to complete customer orders. Once a bin is filled, that robot peels away and another rolls up to continue helping the worker.

Clearpath Robotics is another firm marketing robots. It originally developed robots for dirty, dangerous jobs like mining. Now it has robots for warehouse use. An executive explains: "Our robots operate in collaboration with what human beings are already doing, meaning you can implement them within operations in facilities that already exist."

With customer satisfaction as the ultimate priority, what's next for robots in the warehouse? And how will businesses tighten tech security as the Internet of Things expands into more domains?

Who Needs the Amazon Dash Button?

As shown above, the Amazon Dash Button is for people who want one-touch convenience in online or mobile reordering of all kinds of household products, including Bounty paper towels (note the branded button). Many items are produced by Procter & Gamble (including Bounty) but many are from other producers, as well, as featured on Amazon.com's retail site.

MediaPost asks: "Is the Amazon Dash Button Clever or Ugly?" Don't forget, it was introduced on the eve of April Fool's Day, a rollout that Adweek says was "genius." Amazon Dash received a lot more buzz as media outlets speculated about whether it was a hoax, how practical it was or was it little more than a gimmick.

Amazon's spokesperson explains the reasoning behind the button design: "You should think of it as a physical representation of the one-click button from the website." In other words, Amazon is making buying faster and easier than ever--although shoppers do have the ability to cancel the order if they choose (if, for instance, they reordered more times than they realized).

Actually, Amazon sees the button as part of an evolution toward the Internet of things, in which your appliances can sense low inventory of accessories (like laundry detergent) and reorder in time to never run out. Amazon is already working with several appliance makers to integrate the Dash Replenishment Service technology for auto-reordering.

Who needs the Amazon Dash Button? Well, who needed Amazon Prime, with its annual subscription price for speedier shipping and video viewing perks--now a success for Amazon? Retail pioneer Amazon is known for its insights into customer behavior, and Dash is yet another example.

Privacy and the Internet of Things

Internet-connected appliances, wristbands, and many other items are part of the "Internet of Things" that, by one estimate, will encompass 50 billion gadgets by 2020.

What does it mean when those gadgets are collecting data on the personal life, behavior, and habits of consumers (fitness patterns, usage of appliances, etc.)? Behavioral targeting is on the rise and marketers want to be able to reach consumers at appropriate times and places and occasions. Data from gadgets can be of great value in such targeting.

One issue is whether users are even informed about what data is being collected and how it will be used. Privacy policies posted on web sites won't help if you're not able to read them before you connect the thing (new air-conditioner, new fitness band) to the Internet. Your choice will be made even before you know you've made a choice.

A second issue is how safe your personal data will be. More than half of the respondents to a recent survey indicated they were extremely concerned or somewhat concerned about privacy issues such as a breach in security.

A third issue is personal identifiability. Will collectors of data from your gadgets be able to distinguish you and your habits from others? Do you or should you have the right to say whether this data is collected and how it is used, by whom, and for how long?