Global CE Sales Figures And Counterfeit Protection Anchor Day Two Of CEA’s Industry

Global consumer electronics sales and brand counterfeit protection were hot topics on the second day of the 2007 Consumer Electronics Association (CEA)® Industry Forum. Designed to inform, connect and educate consumer electronics professionals, industry analysts and media on the latest trends, technologies and legislation affecting the industry, the CEA Industry Forum runs through Wednesday at the Hotel Del Coronado.

The CEA Annual Member Meeting was held at a luncheon on Tuesday afternoon. Gary Shapiro, president and CEO, CEA, discussed several CEA initiatives to grow the consumer technology industry including free trade, the digital television (DTV) transition and environmental policies, and spoke of the strength and future of consumer technology. Elections of CEA’s Board of Industry Leaders also were held at the annual meeting.

The annual CE Hall of Fame Dinner was held Tuesday evening, honoring 11 of the industry’s most accomplished pioneers for their efforts to improve the lifestyles of consumers. Honorees included Paul Allen, co-founder of Microsoft, Amar Bose, founder and chairman of Bose Electronics and Richard M. Schulze, founder and chairman of Best Buy.

Corporate brand management and image enhancement in the age of online social networking were explored in Tuesday’s first session, “Social Networking Primer: How to Use Social Networking to Manage Your Company and Reach Your Customers.” Moderated by Geoff Livingston, CEO, Livingston Communications and comprised of a panel of executives from Yahoo!, Microsoft, The Conversation Group and Access 360 Media, the session explored the unique challenges and endless opportunities with two-way social media. The panelists concurred that it is crucial for companies to shift from one-way, purchase-oriented marketing models, and instead employ strategies which invite brand participation, earn customers’ trust and foster brand loyalty.

Tuesday morning’s session, “Protecting Your Brand,” discussed how manufacturers can best protect their products from falling victim to the $500 billion a year counterfeit market. Panelists from the Chamber of Commerce, U.S. Department of Homeland Security and a private law firm, offered advice on preventing counterfeiters from preying on weaknesses in the global supply chain. The panelists recommended manufacturers audit their subcontractors; work with law enforcement and keep information on file and up-to-date; investigate markets before entry, pay attention to sales on the Internet; explore using authentication technologies and create supply chain tool kits.

Chip Heath, author of Made to Stick: Why Some Ideas Thrive and Others Die, advised attendees on how to implement ideas that change behavior during his Tuesday luncheon keynote. Heath outlined the six key characteristics that make an idea stick: keep it Simple, Unexpected, Concrete, Credible, Emotional and tell a Story (SUCCES). He also recommended that businesses adopt the Hollywood “high concept pitch” style to get their message across clearly and memorably. Heath stated that, “sticky ideas are ones that all involve knowing what success means, just like President Kennedy’s 1961 goal of ’a man on the moon within the decade.’” He also urged attendees to leverage the unexpected by finding the pattern within their industry and breaking it.

On Tuesday afternoon, CEA’s Market Research Department unveiled a global study of international consumer electronics ownership and market potential with a focus on nine countries: Brazil, Canada, China, India, Japan, Mexico, Russia, Turkey and the United States. The study provided a fascinating country-by-country analysis of CE ownership, usage and intent to buy, media consumption and expenditures, as well as shopping processes and the psychographic and cultural differences which influence consumers’ purchasing behaviors globally.

CEA research partner Gfk revealed the results of a comprehensive CEA/Gfk report of global retail sales figures. Anthony Rode, business manager, digital convergence for Gfk, announced that global CE sales expenditures currently top $600 billion with 60 percent of revenues resulting from mobile phones, televisions and personal computers. Additionally, Rode projected that the industry, lead by strong sales in Asian and Western Europe, will see significant increase in global CE sales revenue in 2008.

Executives from Sound Solutions, Monster Cable and Home Automation Inc. shared insights on doing business in the United Arab Emirates (UAE) Tuesday afternoon in a panel titled, “Dubai Means Business.” Moderated by Julie Jacobson, editor-at-large, CE Pro, the panelists recounted their experience at the 2007 Hometech Middle East, the UAE’s largest tradeshow for consumer electronics, and discussed important considerations when doing business in this rapidly-growing region. The panelists also discussed the growing and unique business opportunities that will arise as Dubai works to diversify its economy.

In the last session of the day, “Forecasting the Future of CE,” Steve Koenig, CEA’s senior manager, industry analysis, introduced CEA’s industry forecast process. Koenig’s presentation illuminated how CEA obtains its industry forecast numbers and evaluates what drives market growth. He also illustrated ways CEA members can utilize these forecast numbers to understand industry growth and better address their individual business needs. Koenig encouraged increased member participation to ensure CEA forecast data remains accurate and comprehensive.

Wednesday’s events at the 2007 Industry Forum include sessions on the electronic toy market, profiling customers to maximize sales and improving research practices and techniques. For the latest information on CEA and the Industry Forum, visit www.CE.org.