CES 2015 Final Thoughts : The Imitation Game

CES has come and gone, and I’m looking over my pages and pages of notes trying to figure out how I took it all in. There was a lot of ground to cover, and I’m not embarrassed to say that we didn’t see everything. It was a question of numbers really, and there were simply too many booths spread over too much real estate to catch it all. While we couldn’t see all of the prototype TVs or every piece of home automation tech that’s been put out there, we worked hard to focus in on our “beat,” what we cover at this site. And CES has shown me two distinct things about the sports tech world — everybody is getting into it, and very few have any idea what they’re doing.

The sports tech/wearable tech exhibitors at CES took up much of the second floor of the Sands Expo. Big hitters like FitBit were there showing off their latest tracking wrist wear, but so were many other smaller companies trying desperately to show their new or conceptual product to anyone who would listen. We went around talking to people and looking at literature, and to be honest, after a while everything just sort of blended together into some sort of silicon pastiche. Seemingly every new fitness product did the same six or seven things — tracked heart rate, steps taken, distance travelled, calories burned, etc. They were all slight variations of each other.

In this rapidly-expanding arena of fitness tracking, nobody is doing anything truly new. Much of the industry seems stuck in neutral. They are all just doing a lot of the same. Sure, some companies had better-looking apps or more stylish hardware, but these minor differences are the only ways manufacturers can set themselves apart. Until someone can break through that next technological barrier — and I’m not sure what that is yet — this trend is just going to continue.

I’m not saying that this type of product is a fad because I think devices like these will be around for some time. But the market is clearly oversaturated. Far too many companies are jumping into this pool either looking to gain a presence for their already-established brand in this new space, or to try and be the next big Kickstarter phenom. Did you know that there is a fitness tracker for dogs? Because there is a fitness tracker for dogs. Many of the booths we passed reeked of desperation.

The products that jumped out at us were those that were hyper-focused on something, and usually something the other guys didn’t do. I think VERT is a good example. Is everyone going to want a device to track their jumping? Of course not. But VERT is attempting to find their niche rather than being one of a thousand faces in a crowd. They have a specific market, a market they are growing, and focusing their time and resources on that is their best chance at success.

This is not to say that everything we encountered at CES was dreck. We found many interesting products on the showroom floor. Some we have already profiled here, others will be featured in the near future. There is great innovation out there to be found, you just have to separate a little wheat from a little chaff.

Over my four days at CES I logged over 80,000 steps, cultivated one grape-sized blister on my foot, had to recharge my phone about 100 times, and ended up learning a lot about where to world of sports technology is, but less about where it’s going. There were some clear cut trends in other markets — virtual reality, 4K, home/life automation, and even consumer drones were the talk of the conference. But the sports/fitness world didn’t have that. There was no next big thing. And that’s OK. It’s a young world that needs some time to grow. But until that thing is found I fear many companies will still be pushing all their chips into the rapidly-growing pot of wearable tech and smart watches. I’m just not sure who will have the winning hand.

If you’re wondering what a reporter might bring to a show like this, below is a picture I snapped quick of what I brought to the show every day in my bag.

The gear includes but is not limited to:

• A MacBook Air donning a custom NotGraphs (RIP) skin
• An iPad Air with stylus (I used Penultimate for all my note taking)
• A mirror-less camera on loan from my boss, David Appelman
• A Grid-It organizer packed with essentials such as
  • USB wall chargers and cables
  • Two USB battery packs
  • Bluetooth mouse
  • Lightning to USB adapter for iPad
  • Earbuds w/ Bluetooth adapter
  • Pens

I have no doubt that the overall feel of this showroom section will be much different at CES 2016. A year is a long time for things to shake out in such a new market. Hopefully more companies will be looking to innovate rather than imitate. Some are already trying to do so, and it’s leading to some really interesting products. I hope that trend continues in 2015, and the sports tech section of CES 2016 will be stage for some big-time changes in this space.

(Header image via Michael Koukoullis)