In just a few short months, the Consumer Technology Association (CTA) will once again bring CES to the Las Vegas Convention Center. This annual conference features the latest and most innovative consumer technologies and electronic devices that promise to revolutionize how we work, live, and play.
But what brings the world’s most exciting technology startups and established tech brands to the desert each year? What do attendees and exhibitors get out of their CES participation that makes this the world’s preeminent technology show?
In advance of this year’s CES, we sat down with Shari Sally, the Vice President of Sales and Business Development at CTA. During our discussion, we asked Shari about what makes CES so special, why technology companies should exhibit their solutions at the show, and how participation at CES has helped emerging technology companies become household names.
Retail Technology Insider (RTI):I think almost everyone has heard about CES before, but for our readers who might not be familiar, can you tell us a bit about the show?
Shari Sally: CES is the most powerful tech event in the world, the proving ground for breakthrough technologies and global innovators. CES 2024 will be the world’s largest in-person, independently audited tech event.
This event is where brands get business done, companies meet new partners, and the industry’s sharpest minds take the stage to unveil their latest releases and boldest breakthroughs.
CES is owned and produced by the CTA, which makes it the only trade show that showcases the entire tech landscape at one event. The solutions unveiled at the show span the globe and showcase how technology solves the world’s biggest challenges. The innovations on display enhance the human experience.
But the show is ultimately about people and bringing people together. CES moves innovation forward and positively impacts businesses by putting them in the room with the individuals and partners that will help them grow.
RTI: What types of companies to exhibit at CES?
Shari Sally: A number of different types of companies are showcased at CES. The exhibitors at this event include manufacturers, developers, and suppliers of consumer technology hardware, content, and technology delivery systems, among others.
“We’re incredibly excited by the quality and quantity of global brands that will be exhibiting at CES 2024.” — Shari Sally
This event also includes a conference program where the world’s business leaders and pioneering thinkers address the industry’s most relevant issues.
RTI: What different industries are usually represented at CES? Is it limited to consumer electronics and gadget manufacturers, or has it grown beyond that?
Shari Sally: There are 41 different technology categories covered at CES. These are categories represented on the show floor, outside on the show plazas, and on stage as part of the conference programming.
The top technology categories expected at this year’s event include AI, sustainability, technology start-ups, digital health, transportation, Smart Home and mobility. More than 200 vehicle technologies companies will exhibit their automotive solutions both inside and outside the Las Vegas Convention Center.
The West Plaza will be filled with self-driving automobile demonstrations and EVTOL exhibits. And our attendees will also see how other markets – including the finance, agriculture, and healthcare industries – are partnering with the tech industry to adopt new business models, innovate, and improve lives.
We’re incredibly excited by the quality and quantity of global brands that will be exhibiting at CES 2024. Some of the world’s more respected and recognized companies will be participating, including: Amazon, BMW, Bosch, Caterpillar, Google, Honda, Hyundai, Intel, John Deere, Kia, LG Electronics, L’Oreal, Mercedes-Benz, Panasonic, Qualcomm, Samsung, Sony, and Vizio.
RTI: Why do these companies and global brands choose to exhibit at CES? Why is it important to have your solutions exhibited on the show floor?
Shari Sally: No other event in the world connects the full ecosystem of the tech industry like CES, and the power of doing business in person at CES is unmatched. Decision-makers and investors come to this event in search of the next product that will improve their bottom line. In fact, 94 percent of our exhibitors say that CES influenced their annual sales. Approximately 25 percent of our attendees say the same.
“CES showcases the full spectrum of tech innovation – making it the perfect place for decision-makers to see the latest developments from across the industry.” — Shari Sally
With tight travel budgets, attendees are looking for one place to explore the latest advancements from across the technology industry. CES showcases the full spectrum of tech innovation – making it the perfect place for decision-makers to see the latest developments from across the industry.
It’s really no surprise that the average executive holds 29 meetings at CES. It really is the most effective business event to meet with global partners and make new business connections in one week.
But it’s not just about connecting investors and decision-makers with emerging technology companies. The CES keynote speakers from large brands also benefit from their participation. Companies such as GM, NVIDIA, Sony, and Samsung have seen their stock prices increase significantly following CES participation.
RTI: What is a good example of a CES success story? A company with a rockstar product that found an investor or buyer because they were at the show? A new industry or technology that was catapulted to the spotlight because of CES?
Shari Sally: There are so many success stories that it would be almost impossible to list them all, but there are a few recent ones featuring products and brands that your readers know that I’m more than happy to share.
Everyone has invariably seen advertisements for Impossible Foods, the company that makes plant-based meats. And while they may know what Impossible Foods is, they may not know that they were discovered at CES 2019 by Burger King. The Impossible Whopper is now sold nationwide and available at a Burger King near them.
“All of these companies saw their products skyrocket in popularity and demand – and saw incredible growth and investment – after their participation at CES.” — Shari Sally
Your readers invariably either have a Ring Doorbell or know someone who does – it’s one of the world’s most popular smart home security devices. Well, Ring Doorbell debuted at CES 2019 and was then acquired by Amazon. Today the brand is valued at $1.2 billion.
At CES 2023, Sony Honda Mobility introduced its EV prototype, the Afeela and plans to bring it to market in the US by 2026.
OVR, Technology launched a new wearable device that produces scents designed for VR technology.
Skinetic launched a vest with 20 small motors designed to produce touch sensations for VR simulations and gamers.
All of these companies saw their products skyrocket in popularity and demand – and saw incredible growth and investment – after their participation at CES.
For additional information about this year’s CES, click HERE.
