[CES2022] Presentation with many learning for marketers!Intensive report on Samsung's keynote lecture (Naoki Mori)

年の初めに1年間のテクノロジートレンドを知ることができるイベントである、世界最大規模のテクノロジーカンファレンス「CES」が今年もやってきた。今年はパンデミックの影響下だが、オンラインとオフラインのハイブリット開催となった。筆者は現地へ向かう予定だったのだが、残念ながらオミクロン株のリスクが高まるなか、今年もリアル参加は断念、オンラインでの参加となった。2年ぶりのリアルもある2022年CESは、北米（ラスベガス）時間で1月5日〜1月7日の3日間にわたって開催され、世界中から2200社以上の出展、40以上のオンラインをライブストリーミングが予定されている。CESでは、スマート家電に始まり、モバイル、自動車、ロボティクス、IoT、AI、XRなど、先端的な取り組みに触れることができる。テクノロジーは、企業活動、ライフスタイル、そして持続可能な社会を考える上で、もっとも重要な変化への影響を持ちます。米国を中心とした先端企業の発信は、マーケターにとっても注目すべきことが多くあるのではないだろうか。

The second installment of the CES2022 online participation report is to focus on the keynote speech of Samsung (Samsung) held on January 4 in local time.I have long believed that Samsung's keynote speech has been a presentation that has a lot of learning for Japanese marketers.In particular, the following four points are paying attention.

The first is that the story of a presentation is assembled based on the trends of the times, market and social requests.

Second, it shows the medium- to long -term “unique appearance” that the company should aim for, and is shown in numbers.In the case of this “appearance 2, the past, the current initiative, and the future of the past, in many cases.

Third, it is presenting a fact (product, service, alliance) as an exit of the story.

And the last fourth is the quality of the creative expression that appeals all of these.It combines copies and videos, and the sense of unity of presentations, high brand experience and functional information dissemination, forming a whole story.It's amazing because they are connected to white goods and new gadgets they provide properly.

Samsung's keynote speech is usually posted on YouTube, etc., so I would recommend that readers can see the video from this article together with this article.

電通 森氏が注目する「CES2022」パンデミックがイノベーションを加速

The theme of Samsung this year is sustainability

In this year's keynote speech, sustainability had a considerable proportion of presentations.Samsung's new new product will be left to another article, and will report on Samsung's sustainability through a keynote speech in this article.

JH Han of Vice Chairman and CEO Samsung Electronics was on the stage in the keynote speech.At the beginning of the keynote speech, Han appealed that "half of corporate activities as a company are directed to sustainability in order to minimize the impact on the environment."I explained that.

Mr. Han is based on the habit of consumers, and the smart energy service that monitors electricity usage can contribute to a better future by saving energy and money, and eliminates batteries that can be driven by the industry's first solar cell.Introducing the remote control that makes it possible.He explained that it could eliminate more than 200 million batteries.By 2025, the company is working to increase energy efficiency, such as operating the waiting power of TV and mobile phones with zero.

基調講演に登壇したVice Chairman and CEO Samsung ElectronicsのJH Han氏。「サスティナビリティをデバイスに吹き込む」取り組みについて説明するHun氏。サムスンは製品の持つ待機電力ゼロへ向けて取り組む。サスティナビリティへの取り組みとして、サムスンはエコパッケージ、SmartThings（サムスンのコネクテッドホームプラットフォーム）によるエネルギーの監視、電池のいらないリモコン、待機電力ゼロ、気候変動対策のためにGalaxy製品の生産から廃棄に至るまでの環境フットプリント削減活動の５つの柱を提示している。サムスンのサスティナビリティへの取り組みを象徴するスライド。

Open innovation activities for sustainability and alliance with Patagonia

In a keynote speech, Hun complained that sustainability activities could not achieve their own goals alone, so the opening innovation collaboration was the key to climate change and environmental protection.Samsung has put open innovation initiatives at the core in the construction of its own white goods and connected homes, but it is interesting to take the same approach in such sustainability activities.feel.

As an example of open innovation, the company has taken up the problems of microplastics and introduced Patagonia, a brand that is very interested in environmental issues.Samsung and Patagonia introduced that they are working together to develop a new washing machine, filtering microplastics in a washing machine.

パタゴニアのVincent Stanley氏がオンラインで基調講演に登壇。

A personalized experience for white goods

In addition to sustainability, let me introduce interesting transmissions.One is a customization hub.Samsung has announced a product that has enhanced the customizability of the white goods, refrigerators, dishwashing dryers, and designs for microwave ovens.In addition, the living room and laundry room can be made to order.It is said that you can freely customize the color of the white goods according to your taste and the design of the room through the customization hub.

In addition, not only physical customization, Samsung's smartwatch will increase customization with AI.AI -compatible smartwatches and home appliances work together to take the time for washing and the necessary amount of detergent as an example.Samsung says he wants to provide a new custom -made experience with customization of home appliances.It is very interesting to work on high customizability of white goods, which is a standard product of mass production.

ライフスタイルの中心としてカスタマイズ可能な家電を提供するカスタマイゼーション・ハブを紹介。

Expansion of ecosystem by open innovation

Samsung says that the idea of improving the house with state -of -the -art technology has evolved from a single Internet -compatible home appliances to an integrated intelligent home experience.At present, work, fitness, and many other things under the pandemic are said to have a connected smart home.Currently, more than two -thirds in the United States have introduced some smart devices.

Under such circumstances, Samsung provided "SmartThings Hub".The software is mounted on TV, smart monitors, and smart refrigerators equipped with Family Hub, can operate smart devices from any room and benefit from home assistance by AI.

Samsung says that SMARTTHINGS HUB is provided with connected homes for any brand, not only in the company, but also with many competitors, including GE.Samsung says that open innovation will enhance consumer options and to provide sustainable innovation by co -creation.

サムスンのコネクテッドホームのプラットフォームであるSmartThings。SmartThingsは、サムスンのみならず多くの競合企業との連携を可能にしている。

Joined Denposen in 2009 after passing the marketing of optical equipment, market research companies, and online ventures.He cooperates with FROG, a US design consulting firm, and provides businesses for domestic companies, and provides business and innovation support through digital and technology.Secretary of the Japan Advanced Association Digital Marketing Research Organization (Mobile Chairman).He has authored "Mobile Shift" (ASCII Media Works, co -authored).Won ADFEST (Interactive Silver, etc.), SPIKES ASIA (PR Grand Prix), Good Design Award.AD: TECH TOKYO Official speakers, many lectures.