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The Consumer Electronics Show (CES) is the preeminent event for anyone who wants to launch, expose, sell or buy consumer electronics, and is unarguably the place to be (or be near) for all manufacturers of those products. The Mobile Electronics segment of the show has carried different names, from Mobile Elec- tronics to In-Vehicle technology to this year’s Automotive Electronics, but it has always primarily existed in the North Hall of the Las Vegas Convention Center. In recent history, however, a growing number of companies have decided to offer their presentations outside of the show at nearby hotel rooms and suites. It’s become more of a hot topic this year as the industry’s at- tention is focused on which companies are or aren’t exhibiting, and vendors use this information to determine their own participation. Comments from many who attended the show praised its energy, but lamented the fact that they had to travel to several destinations to see current or prospective vendors. Another major change this year was the inclusion of several automakers and traditional OEM suppliers mixed in with the North Hall crowd of aftermarket vendors, a sure indication of how the popularity of informa- tion and entertainment in the personal space has turned the focus away from hardware and more toward the capability of expanding the portable experience on the road. Mobile Electronics spoke with Gary Shapiro, president and CEO of the Consumer Electronics Association (which owns CES) about his overall impressions of the show, the aforementioned topics, and what he be- lieves the future hold for the “Mobile” category.
ME: WHAT WAS YOUR OVERALL IMPRESSION OF CES, AND MORE SPECIFICALLY, ACTIVITY IN THE NORTH HALL?
SHAPIRO: It was a fantastic, fresh, packed and en- ergetic global show that showcased all of the tech leaders in one place. With over 145,000 people in attendance, 30,000 of those who were from out- side of the U.S., the 2,700-plus companies that showcased their products and technologies were extremely happy. The attendance and participation in the North Hall were tremendous. It really showed how the car has become a connected part of our lives and exemplifies the move from pure entertain- ment to real safety. We showcased three different Tech Zones in the North Hall and I found it inter- esting that in that very strong segment no one is completely dominating the category.
ME: A MAJOR TOPIC OF DISCUSSION WAS THE PRES- ENCE OF NON-TRADITIONAL MOBILE ELECTRONICS COMPANIES, SUCH AS ONSTAR, HYUNDAI AND AUDI, ON THE NORTH HALL FLOOR. HOW DID THEIR PRES- ENCE AFFECT BOTH TRAFFIC AND MEDIA COVERAGE?
SHAPIRO: Their presence had a fantastic effect on the show and the media coverage as well. The Audi 30-minute keynote, along with Audi’s booth presence, represented a fresh face for the show and they were well-received. Additionally, Toyota,
Ford, GM and OnStar all had an important presence on the floor. CES is really becoming the place to show off how the OEMs (Original Equipment Manu- facturers) are becoming as much tech companies as automakers. Overall, I feel these companies brought freshness to the show and added impor- tance by making CES the show to be at to showcase automotive electronics.
ME: ANOTHER TOPIC WAS THE PRESENCE OF ACCESSORY COMPANIES IN THE NORTH HALL. IN PAST YEARS, THESE WERE COMPANIES THAT WOULD BE FOUND AT THE HILTON OR IN THE SOUTH HALL. IN YOUR VIEW, DOES THEIR PRES- ENCE HERE INDICATE A SHIFT IN THE DEFINITION OF MOBILE ELECTRONICS?
SHAPIRO: I believe things are changing based upon how products and services are integrated. It seems odd to say it, but you can look at Internet radio as a standard now, and because of how services are made available, it’s more about how these services are accessed, not where specifically. Because of these many subcategories within the overall cat- egory, I believe Mobile is on an upswing and will be driven not only by apps and interfaces, but also by location-based services. In addition, there will be the focus on electric vehicles, such as what Ford was showing. While different than the past of aftermarket electronics, the future is bright for the category.
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