The 2010 International CES® (CES), produced by the Consumer Electronics Association (CEA®), will be held between the 7th and 10th of January 2010 in Las Vegas – where it is held every year

The CEA says that each January, CES emerges as the platform for product launches and entirely new product categories and 2010 is shaping up to be no different. CEA is the " />

Issue: Oct 2009


AI interview with Gary Shapiro, president and CEO of the Consumer Electronics Association (CEA),



Major industry pioneers are slated to speak at the upcoming 2010 CES including Microsoft’s Steve Ballmer, Intel’s Paul Otellini and Ford’s Alan Mulally

by James Hilton




The 2010 International CES® (CES), produced by the Consumer Electronics Association (CEA®), will be held between the 7th and 10th of January 2010 in Las Vegas – where it is held every year

The CEA says that each January, CES emerges as the platform for product launches and entirely new product categories and 2010 is shaping up to be no different. CEA is the main trade association for the USD 172 billion US consumer electronics industry. It represents more than 2,200 companies and apart from hosting events such as CES it offers benefits like legislative advocacy, market research, education and industry promotion.

CEA’s Automotive Electronics Division offers consumers as well as automotive manufacturers information and insights into the latest state-of-the-art OEM solutions. Its mandate includes the promotion of the interoperability of consumer electronics products in automobiles, ensuring the safe use of mobile equipment in vehicles plus it proactively monitors legislation that affects the mobile electronics industry. “CEA is the one organization dedicated to examining the entire spectrum of the CE industry and working cooperatively with industry-wide representation to develop technical solutions. Becoming involved in the CEA standards program offers companies an opportunity to influence the entire standards setting process and become an early player in market-shaping decisions for the benefit of their company and the industry as a whole,” says the CEA.

At the upcoming CES, CEA has organized a line-up of industry leaders including Steve Ballmer, CEO of Microsoft and Paul Otellini, president and CEO of Intel Corporation who will give keynote addresses. According to Shawn DuBravac, research director and economist at CEA, the 2010 CES will showcase the latest developments in apps. “Apps came on in a very big way in 2009, but the momentum is just beginning. From Facebook to the iPhone, the app is emerging as a key venue for accessing content in an easy and intuitive way. 2009 CES brought us one of the first looks at apps for the TV and we expect to see the app flood the show floor in 2010. Throughout 2009, many companies have worked to attract developers to their platforms we expect to see the fruit of these labors revealed at the 2010 CES. Apps will be everywhere at CES this year and only the discerning eye will be able to see the choice winners and game changers. Ultimately, this story is about control of content and information flow. Beyond apps, look for developments in other areas (like software) that will work to streamline managing the flow of content across devices,” says DuBravac.

Automotive Industries interview with Gary Shapiro, president and CEO of the Consumer Electronics Association (CEA),

AI: What will the 2010 CES offer the automotive electronics and telematics industry?

The auto electronics future will be on display at the 2010 International CES®. Automotive electronics and telematics play a key and growing role in the global success of the consumer technology industry. In fact, CEA estimates that sales of in-vehicle technologies will top $9.3 billion this year in the U.S.

The International CES is a must-attend for any professional in the automotive electronics or telematics industry. The upcoming 2010 CES will feature the latest in-vehicle technologies that will soon be on store shelves, including advancements in portable GPS, location based services, in-car video, wireless technology and integrated products for combining entertainment with navigation and security. And many of these companies will be centrally located in the North Hall of the Las Vegas Convention Center.

Major in-vehicle electronics companies will exhibit at the 2010 CES including, AT&T CruiseCast by RaySat Broadcasting Corp, Directed Electronics, Dual Electronics Corporation, InstallerNet Inc., Kenwood USA, Kia Motors, Metra, Mitek, Pioneer and Scosche.

Alan Mulally, president and CEO, Ford Motor Company, will kick off the 2010 CES with an opening keynote address at 8:30 a.m., Thursday, January 7, 2010 in the Hilton Center. Other keynotes include Microsoft’s Steve Ballmer and Intel’s Paul Otellini.

For the auto industry and all other industries that utilize technology, the 2010 CES will be the most important event of the year for conducting business.

AI: What are some of the latest developments in automotive electronics and telematics that you predict will be winners?

Connectivity will be the major theme for in-vehicle technologies in 2010, for both vehicle OEMs and the aftermarket. Telematics is growing and will enable a host of vehicle-centric services such as diagnostics, remote door unlock and crash alerts. However, in 2010, consumer-centric services will be the main attraction for consumers, providing numerous location-based services and custom apps, including Internet searching, news/weather functions, fuel pricing and parking sites that will link the car to the consumer CE experience.

AI: What are some of the issues that the CEA’s Automotive Electronics Division’s is focusing on?

We are focusing on three big issues:

Connectivity: CEA’s Automotive Electronics Division (AED) is focused on accelerating integration of consumer electronics products into automobiles for the benefit of consumers. Consumers should have access to the widest possible variety of in-vehicle electronics, including electronics made available by automakers and dealers and by aftermarket manufacturers. By working together, the automotive industry and automotive electronics industry, as well as service providers and installation technicians, can meet evolving consumer demands and grow the market together.

Retail: The AED is also working to improve the consumer buying experience with support and education for retailers of automotive electronics.
Safe Driving: The issue of distracted driving is gaining attention and the automotive electronics industry is working to ensure that consumers are aware of the safe and proper use of electronics in the car.

AI: Why do you think the CES® is a preferred trade-show destination for automotive OEs, and Tier I and II suppliers and purchasing professionals?

The International CES is about doing business, seeing trends and catching innovations and possibilities before your competition.

CES is first and foremost about conducting business. For anyone involved in the technology industry, CES is the single must-attend event where the entire global technology industry meets to make new business deals. In fact, more than 20,000 buyers conduct in-person meetings while at CES – the most of any technology trade event in the world.

Automakers understand that their customers seek to enhance their driving experience with a wide range of aftermarket electronics, which enhance many of the OE products that car companies install in their vehicles. The full automotive supply chain – from car manufacturers to OE suppliers to aftermarket manufacturers to installers – attend and do business at CES to maximize opportunities in 2010.

The 2010 CES will feature more than 2,500 companies debuting their latest innovations and will host more than 110,000 global industry professionals. The International CES show floor is the largest display of technology products and services in the world, and the innovations featured at CES shape the future and direction of the consumer technology industry.

AI: What are some of the automotive electronics and telematics issues that will be covered at the 2010 International CES conferences? How do you see apps being used in the automotive context?

The 2010 International CES conference program will feature more than 200 sessions and 800 industry experts, addressing industry topics that span 30 technology product categories and markets. The full conference program will be announced later this fall, but conference sessions will include SAE’s Connect2Car and ITS America’s Vehicle to Infrastructure Communication, and several sessions will discuss topics such as broadband in the car, mobile apps and telematics.

AI: We believe that you have some breaking news for AI’s audience – could you tell us a little about it?

The 2010 International CES promises to be nothing short of amazing. With 2,500 companies, including 300 exhibitors new to the show floor, the innovations launched from the 2010 CES will define the future of consumer technology.

Major industry pioneers are slated to speak at the upcoming 2010 CES including Microsoft’s Steve Ballmer, Intel’s Paul Otellini and Ford’s Alan Mulally. And more exciting CES announcements, including speakers new to the CES stage, will be made throughout the fall. For the latest 2010 CES news, visit www.CESweb.org.

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