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September 8th, 2009


The International Consumer Electronics Show (CES) is a big, big deal, each and every year, for all kinds of individuals and companies. Many firms, of course, debut their latest and greatest products at CES, but that’s just the tip of the iceberg. For many high-tech types, including quite a few of CRE’s great customers and colleagues, the build up to the event is just as important.

Artists, animators, marketing managers, filmmakers, videographers, printers, banner makers and webmasters are hard at work for almost the entire year that passes between the end of one CES and the official beginning of the next. Some of our customers rent the AJA Io HD systems to make trailers, commercials and looping booth-display reels. A lot of cutting-edge art gets produced on CRE rental systems, in case you didn’t know.

Other customers will rent a HD plasma or a full projection system, screens and other technology for their premier display space. Still others make sure their representatives have WiFi-capable tablet PCs to take notes, check schedules and capture names, e-mail addresses and phone numbers of new prospects.

The build-up begins for CES

Before and during every CES, a variety of events are held that are ostensibly for members of the press alone. The fact is, with the evolving definition of “media” and “publication,” representatives of Macintosh User Groups have talked their way into these events. You can, too, if you work at it a bit. With just a little amateur detective work, you can get information that can save (or make) you money. Here’s how…

Building up toward the 2010 International CES, to be held January 7-10, the Consumer Electronics Association (CEA) will hold three important events. There are enough clues in the press releases about these “media meetings” to get any tech-lover excited about the “hot” areas of interest, and the build-up starts off with a bang.

From kick-off to game time

At “CES Unveiled@NY,” part of the CES New York Press Preview, media reps, bloggers and tech industry analysts will get sneak previews of products that will be grabbing headlines next January. “CES Unveiled@NY” takes place Tuesday, November 10 at New York City’s Metropolitan Pavilion. This event signals the official start of the CES promotional season, and is the one that you want to hear about for any new-product clues or confirmation of the “Apple’s going to CES” rumors.

The two days before the CES officially starts, a trio of events will set the stage and prime the pump. The “State of the Consumer Tech Industry and 2010 CES Trends to Watch” will take place at The Venetian at “CES Minus Two,” meaning January 5, 2010. CEA analysts will clue in the assembled press and pundits to the mix of market signals, consumer behavior and industry trends behind the technology set to bow at the 2010 International CES. This event can also hold important “stealth” info for you if you are looking to upgrade laptops or replace an LCD monitor with a newer, better, less expensive model.

Another presentation on January 5, “State of the Global CE Industry,” is not so much about technology as it is about the countries with today’s fast-growing economies and evolving middle classes-like the BRIC countries (Brazil, Russia, India and China) that are poised to take the lead in the next decade’s CE revenue surge. This session is about global CE market trends, so it won’t help you much with a decision about whether to upgrade your desktop computers.

Getting close now!

Similarly, “CES Unveiled: The Official Press Event of the International CES” is held on January 5, and is where the media gets an “official” sneak peek at the actual, on-the-floor CES product debuts. This is where the press learns about the Innovations Design and Engineering Showcase honorees—both Apple iPods and H-P office equipment have been winners—all before the show officially opens. “Press Day” is on opening day, January 6, and is a must-attend event media to get the major product and news announcements. Press Day wraps up right before the pre-show CES keynote address.

Once all the rumors are sorted out into products that actually showed up and others that remained “vaporware,” you can get back to figuring out where your company may need to expand, contract, hold steady or move forward. While you’re waiting for the more problematic tech issues to shake out before committing a good chunk of change to new equipment, CRE is here to keep you busy and productive with the computing power, presentation prowess and office efficiency you need every day. Whether you need an Xserve Quad Xeon 64-bit network server to pick up the pace, or just want to check up on that Mac 10-inch MultiTouch Tablet rumor, contact our experienced Account Executives or request a rental quote online.

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