Episode 146: The Intersection of Data and Decision-Making with Brian Comiskey of the Consumer Technology Association

Brian Comiskey, Director of Thematic Programs at the Consumer Technology Association, recently joined Nick Fredrick on his podcast, “Subscriptions: Scaled,” to share his insights on technology trends and subscription models. Brian discusses AI's influence and the importance of sustainability and accessibility in tech. He also offers advice for navigating the Consumer Electronics Show (CES). His expertise provides valuable perspectives on staying ahead in the developing tech industry.

Unpacking Technology Trends and Subscription Services

Brian's unique role involves analyzing technology trends and their impact on various sectors. He collaborates with NASDAQ on thematic stock indexes and oversees aspects of CES, the world's largest technology trade show. His expertise lies in identifying and forecasting trends in entertainment subscription services, such as video and audio streaming.

“Bundling video services…like Hulu, Disney Plus, Paramount, Apple,” Brian observes, “all of these are converging.” This convergence is reshaping how consumers interact with content, highlighting the importance of offering comprehensive and engaging libraries to maintain growth and manage streaming fatigue.

Brian continues to highlight a key trend in the entertainment subscription industry: the shift towards bundling services and creating novel partnerships. This move enhances user experience and revenue. The strategy involves combining different service types, like video streaming with audio, or even partnering with unexpected industries. He gives the example of Disney Plus' collaboration with Mercado Libre, a major e-commerce platform in Latin America, which exemplifies this novel bundling approach.

It’s about “complimenting with a service that's not really in your direct field, like how it started with Hulu and Spotify,” says Brian. It’s about creating synergies that appeal to diverse consumer needs and preferences.

The Rise of Gaming and Cloud Subscriptions

A notable shift in the subscription market is the rising dominance of gaming services. Gaming subscription services are projected to surpass video streaming in revenue by 2024. This growth is driven by the increasing popularity of cloud gaming, allowing seamless gaming experiences across various devices. Brian explains: “Cloud gaming is that next step of subscription where it's seamlessly moving a portability solution between multiple form factors.”

Hardware and Subscription Services Convergence

Discussing the convergence of hardware and subscription services, Brian cites examples like HVAC systems and security services like ADT moving towards subscription models. This trend demonstrates how traditional hardware-centric businesses are adapting to generate recurring revenue through subscriptions. He emphasizes the importance of balancing consumer value with business growth, highlighting the need for companies to carefully consider their market before diving into subscription models.

The Importance of Market Research and Avoiding Data Mirage

Brian stresses the importance of thorough market research to avoid what he calls a 'data mirage' — misleading conclusions drawn from superficial data analysis. “It's understanding your market, figuring out what the research is and what the need is,” says Brian. A deep understanding of customer preferences and market dynamics is required.

The Pervasive Role of AI in Technology and Subscription Trends

Brian Comiskey underscores the ubiquitous role of AI in technology, highlighting its influence across various sectors. He delves into the intriguing concept that AI is now often involved in creating its own building blocks: "AI oftentimes is now building the chips itself." This circular dependency illustrates AI's growing importance in technological development and its impact on data infrastructure and machine learning algorithms.

In subscription services, AI plays a pivotal role in analyzing and interpreting large datasets to tailor services to consumer preferences and forecast market trends. Brian illuminates the concept of a 'data mirage' – where superficial data analysis leads to misleading conclusions. An example he provides is the overemphasis on short-term user engagement metrics in subscription services, which can mask underlying issues like long-term customer satisfaction. To avoid such mirages, he stresses the importance of integrating AI in a balanced manner, ensuring that data analysis encompasses both immediate metrics and long-term trends for a comprehensive understanding of consumer behavior.

Sustainability and AI's Impact on Subscription Services

Sustainability is another major focus, with Brian discussing innovative approaches like alternative power sources and sound wave energy harvesting. These sustainable technologies offer new opportunities for subscription services, particularly in maintenance, updates, or access to eco-friendly technologies. As consumer preferences shift towards sustainability, companies aligning with these values through subscription models can create a continuous revenue stream while promoting environmental responsibility.

Exploring the Future of Technology at CES

Accessibility remains a key focus, with Brian sharing examples of how technology can bridge gaps in society. He cites Sony's Project Leonardo, a modular gaming controller for individuals with mobility issues, and L’Oreal's Hapta, a lipstick applicator designed for people with limited hand mobility. These examples underline technology's potential to be inclusive and empowering.

CES presents a unique opportunity to witness these innovations firsthand. Brian's advice for maximizing the event experience is practical and straightforward. “Wear the comfiest shoes,” he jokes, acknowledging the event's vast scale. More seriously, he suggests leveraging CES’s mobile app and website tools for effective planning. This strategic approach ensures that attendees can navigate the extensive offerings of CES, from keynote speeches to innovative product showcases.

Brian's enthusiasm for CES is palpable, “There is a joy that underpins the whole show,” he says, capturing the essence of what makes CES a hub for technological advancement and collaboration. His advice is to engage actively with exhibitors and speakers, and foster conversations that could lead to meaningful collaborations and insights.

In summary, Brian's conversation with Nick offers a glimpse into the future of technology as seen through the lens of the upcoming Consumer Electronics Show. Covering relevant and thought-provoking topics from AI and sustainability to accessibility, this episode is a valuable resource for anyone wanting to stay ahead in the rapidly evolving tech landscape.

For those interested in learning more about CES, visit https://www.ces.tech for registration and exhibitor information, keynote speakers and more. To delve deeper into market research and technology trends, Brian Comiskey's team provides valuable resources at https://www.cta.tech/research

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