Gearing up for CES...and the Adult Expo?

It's not even Christmas, yet everyone in this industry is already gearing up for the 2009 International CES in Las Vegas. You're weeding through hundreds of e-mail product pitches and meeting requests. Setting up booth tours and plotting out a daily plan that allows you to cover as much ground as possible, and meet as many clients (and potential clients) as a day and evening will permit. Are you attending, and have you created a schedule yet?

Judging from e-mails requesting that I come see a nifty new gadget, or advising that on-site interviews can be set up with key manufacturer executives, it's clear that there will be plenty to see at the show. The most puzzling e-mail request I received, however, originated from an exhibitor at the Adult Expo, which runs concurrent to CES, inviting me to register, and visit their booth at that show. Two things initially crossed my mind. First: where do they see a tie-in between my industry and theirs? And second: how on earth did this person gain access to my e-mail address since the two expos have nothing to do with one another other than sharing the same city as their venue?

The person was pitching an iPhone application that optimizes adult films for viewing on the portable device's screen. Ahhh, now I get it. There is a clear tie in. Still: would traditional CE journalists cover this?

In many ways, when you think about it, the adult industry is a huge part of the consumer electronics industry. A few years ago, people were even predicting that X-rated films could very well be the deciding factor between which format won the high-definition DVD war - Blu-ray or HD DVD. In fact, this particular firm claims to have been filming in HD for the past 5 years! There are lucrative opportunities there, that's for certain. But you're walking a fine line if you consider covering this side.

With that said, while the Adult Expo won't be on my radar during CES (as if we don't have enough ground to cover already!), it'll be interesting to see how that area of business could eventually become further entwined with CE; especially with HDTVs, the Internet, and downloadable content making waves as the way of the future for content of pretty much every kind. Yes, including the adult kind.

As for CES, many still wonder whether attendance at the show will be down. It probably will be, but I doubt to very noticeable proportions. Exhibitors will have booked their booth space a year in advance, which means there will be just as much product on the show floor. From an attendee perspective, we'll most definitely see fewer feet roaming the aisles. But it will still be a packed show floor. And if some of those people decide to take the Adult Expo up on their offer and mosy on over to those exhibits at the Sands Convention Centre, so be it. But rest assured that the only scantily clad "booth babes" you'll see in the mainstream media will be holding a gadget of some sort, or standing nearby a line of flat-panel TVs.

Future Shop Jumps on Social Networking Bandwagon

Online social networking is a growing trend: more and more people are using the Web to communicate, share, and get information. In recognition of this, Future Shop has jumped on board with its own, online community forum. I doubt Facebook or MySpace is shaking in its Web-networking boots, but from a retail perspective, it’s great to see a Canadian company take a bold step in fostering open, customer communication.

An industry conference I recently attended in NYC alluded to the importance of such open communication. “Invite conversation instead of demanding attention,” recommended John Batelle, founder of Federated Media. He aptly calls the current state of affairs the “Conversation Economy.”

Customers can visit the Future Shop forum (accessible via http://www.futureshop.ca/), and chat with others about products, ask questions, share stories, and throw in their own two cents. Available in both English- and French (there’s a separate forum for each), the conversations are monitored by an Avatar (i.e. a virtual “host” and product expert).

Several topic categories are available, ranging from gaming, to home theatre, and car audio. There’s even a spot for general, “off-topic” feedback. For example, one visitor posted “product suggestions”: stuff she’d like to see stocked on Future Shop shelves. Following the initial post, 10 others chimed in with their own “wish lists”. Sure, it isn’t realistic to think that Future Shop buyers are agonizing over these requests, taking notes, or getting on the phone right away to add SKUs to store shelves. But to allow such an open discussion helps consumers feel like they have a voice.

I took a quick look at the site. Currently, the top question is whether one should choose the PlayStation 3 or the Xbox 360. So far, 23 responses have been posted, each with a clear opinion. The "featured" question is a debate between Blu-ray, HD-DVD, and “standard” DVD. Sure, not all of the opinions are fully educated ones: some are based on fact (via references to legitimate publications like Twice or Marketnews!), some on opinion, and others on sheer misinformation. Many even originate from Future Shop sales associates across the country, who clearly identify themselves. Each comment can also be rated on a scale of 1-5. But every opinion is valuable, whether it prompts someone to pipe in and clarify with facts; or allow someone to play devil's advocate.

The point is: people are talking about technology. And that’s always a good thing for the industry.