Q & A
ME: ONE OF THE INCONVENIENCES OF THE SHOW, AS REFER- ENCED BY OUR AUDIENCE, WAS THE DIFFICULTY OF MOVING BETWEEN DIFFERENT HOTELS AND OFF-SITE SUITES TO VISIT VENDOR PARTNERS. THIS SEEMS TO BE A GROWING TREND AS COMPANIES LOOK TO SAVE MONEY YET STILL HAVE ACCESS TO THE CES AUDIENCE. WHAT IS YOUR VIEW OF THIS ISSUE?
SHAPIRO: We are actually hearing that our retail partners and those who are the most influential are putting pressure on those who are not a part of the show. Since they have the most influence, they should be listened to for direction. We do not require anyone to participate in the show; all we ask is for those who do not participate to simply abide by what is defined as ethical business practices. We would not want any- one to engage in the activity of “outboarding” as defined by the International Association of Exhibitions and Events. From the feedback we are receiving, we actually see this as a trend that is reversing. We continue to offer them a place to be perceived as an ethical business, along with the 2,700 other companies that already are attending.
We’ll most likely do another satellite media tour (SMT), ei- ther on products that keep drivers safe or 12-Volt products. We are also looking to combine our regular SMT with a 12- Volt retailer locator. The call to action in the SMT will be for consumers to go to
DigitalTips.org and look for a local shop. We are looking to supplement this with marketing collateral (both in-store and digital) for retailers to customize for their own purposes.
This is all being driven by the Automotive Electronics Division whose current Chairman is Jim Braun from Dual Electronics. So as you see, there is a focus on 12-Volt now and will be into the future.
ME: IN FIVE YEARS, WHAT WILL MOBILE ELECTRONICS LOOK LIKE, AND HOW WILL IT BE REFLECTED AT CES?
SHAPIRO: I think we’ll see a lot of innovation, mostly because the OEMs are pushing to make better and safer vehicles. I believe we’ll see a lot of app-driven products, such as what we’ve already seen where within a single app a person can
We showcased three different Tech Zones in the North Hall and I found it interesting that in that very strong segment no one is completely dominating the category.”
ME: DOES THE CEA HAVE ANY SPECIFIC PLANS TO PROMOTE THE MOBILE ELECTRONICS CATEGORY THIS YEAR?
SHAPIRO: Yes, we have a few exciting things planned. We are in the initial stages of planning a 12-Volt week, an entire week promoting 12-volt technologies. It’ll be similar to 3D Demo Days. We’re planning that for late Spring/early Summer. We will also work throughout the year on promoting safe driving. We have joined with the Distracted Driving Safety Alliance, which will help promote safe driving through innovation. Emphasizing that innovation, and not the elimination of technology in the car, will make all drivers safer behind the wheel.
control their vehicle and home security. I believe we will be see- ing more in the realm of electric cars, and that in itself should create a lot of need for innovative products in the future. Additionally, we are just seeing the beginning of the location- based services that will be offered and I see the car as being at the center of that content delivery. Finally, I see safety as a driv- ing force for new products. I expect to see a significant increase in products within that subcategory of mobile electronics. For the CES show itself, I believe we’ll be seeing a lot more par- ticipation from the OEMs as they bring more of their technology to the aftermarket. It will be a driving force for the aftermarket to not only innovate, but improve their products overall. ■
AEE Policy Statement: The Ethics of Outboarding Outboarding is defined by the In-
ternational Association for Exhibition Management (IAEM) as the creation of a concurrent event that is related to an existing exhibition or event but that is not sanctioned by the organizer and which seeks to benefit from the audience the organizer attracts. IAEM considers outboarding to be un- ethical business conduct that should not be condoned nor tolerated.
Exhibition and event sponsors invest significant financial and other precious resources in the planning and execution of their events. Their financial resources are at risk as are the business reputa- tion and good will that are vital elements of a sponsor’s business success. The predictable and inevitable conse- quences of outboarding diminish the size and diffuse the quality of the audience that event sponsors work very hard to
10 Mobile Electronics February | March 2011
gather. Outboarding reduces the value of an event for exhibitors and sponsors who likewise have significant resources invested in the event. IAEM further believes that abundant
opportunities exist through sanctioned means for those who wish to conduct their
own marketing and/or selling
events to do so in cooperation and coor- dination with the sponsoring organizers of exhibitions and similar events.
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