Outdated CES® Name Should Be Modernized to Reflect Today’s All-digital World:
CES: “Digital Technology Show”
Irvine, CA –After nearly 50 years, it is time to rebrand and modernize the formerly iconic name International Consumer Electronics Show (“CES®”). The consumer technology marketplace has evolved with spectacular innovations since CES’ launch in 1967– rooted from a time when analog electronics commanded attention. Back then, pocket radios, integrated circuitry and transistors ruled. But, today’s culture-changing tech products are no longer relegated to electronics, but rather to transformative, digital inventions.
“For nearly 50-years, CES has been the home to groundbreaking innovations to captivate the world. Now, it is time for a change to celebrate a much larger universe of next generation consumer products which have a singular commonality . . . digital,” said Mitch Goldstone, president & CEO of ScanMyPhotos.com, the e-commerce photo digitization company.
Goldstone, a well-known CES supporter and longtime attendee, since 1990, today launched an advocacy campaign to have The Consumer Technology Association (“CTA”), as the global stage for innovation, change and rebrand the name of its trade show to “CES: The Digital Technology Show.”
By seeking support from the entire consumer technology industry, Goldstone aspires to score attention from the CTA trade organization, major companies, exhibitors, attendees and industry professionals to modernize the CES moniker to “CES: The Digital Technology Show.”
Can a single advocacy campaign by one entrepreneur motivate this name change? “Yes,” asserts Goldstone, “just as single products over the decades have continually reinvented CES.” Past advocacy campaigns by Goldstone included his role as lead plaintiff in the multi-billion dollar merchant interchange credit card settlement, and among the first business owners to loudly challenge Donald Trump’s presidential aspirations.
“Even the name ‘consumer’ is outdated, as the world’s largest tech show is a private event– closed off from consumers’ participation, yet they are spotlighted in the name,” explained Goldstone.
As the mainstay for new product announcements– introduced to the worldwide media each January in Las Vegas, including to influential tech bloggers and trending social media reporters, CES has changed. Just as technology has led to a near wreckage of traditional retail stores and mall shopping experiences–replaced by online sales, so too has CES seen an ocean-sized shift in its vendor’s products.
“Using the name ‘electronics’ to describe CES is dated in 1960’s technology,” said Goldstone. By modernizing its name to reflect the fact that most consumer products in today’s all-digital world are digital, CES would vastly broaden the landscape for many new vendors to participate.
Prior to the digital transformation, electronics was limited to analog technology. By spearheading a proposal to modernize the CES name and reflect the swift changes from “electronics” to digital, Goldstone hopes the new name will be announced soon.