Reflections on a Strange Pandemic-Era CES

Navigating CES Amidst Omicron and Evolving Trends

In the weeks preceding CES, a challenging decision was made. Faced with a surge in omicron cases nationwide during the holiday travel period, our travel plans were altered and a new strategy was implemented. This resulted in a hectic conclusion to the year, however, those of us dedicated to covering hardware will inevitably face limited time off during the holidays, provided the event continues to be held annually in the first week of each year.

Industry-Wide Reconsiderations

Our decision wasn’t isolated. Numerous other organizations, including Engadget, The Verge, PCMag, and CNET, reached similar conclusions after evaluating the risks. While not an easy choice, CES has consistently provided a valuable opportunity to observe, firsthand, the emerging trends that will define the coming year.

The Dual Nature of CES

The event presents a unique blend of readily available consumer technology and forward-looking, speculative concepts. It facilitates interactions with industry leaders and provides a platform for startups to showcase their innovations within Eureka Park. Traditionally, attendees can anticipate contracting a common cold or flu alongside accumulating industry promotional items – often referred to as “the con crud” – as a consequence of being in a crowded convention center during winter.

Pandemic-Era Cost-Benefit Analysis

Naturally, the risk-reward assessment shifts significantly during a pandemic. To date, the U.S. has reported 57 million COVID-19 cases and 831,000 deaths. Furthermore, focusing solely on mortality figures overlooks the long-term health impacts of long-COVID. The potential effect of holiday travel on case numbers also remains to be fully understood. Ultimately, we determined that remote coverage was the most sensible course of action, and we would repeat that approach.

Respecting Diverse Choices

We respect the decisions of those who chose to attend, acknowledging the potential fascination of documenting a less crowded event. With three years of pandemic experience, our understanding of the virus and its transmission is far greater than it was in January 2020, when CES was last held in person. The availability of vaccines and boosters, coupled with mandates and mask requirements implemented by the CTA, contributed to a different landscape.

Significant Company Absences

Beyond media outlets, a substantial number of major companies also opted out. This included GM, Google, Lenovo, Intel, T-Mobile, AT&T, Meta, Twitter, Amazon, Microsoft, Peloton, TikTok, Mercedes, BMW, Velodyne, IBM, Proctor & Gamble, OnePlus, and Pinterest. These high-profile withdrawals became a central news story leading up to CES, a situation the CTA likely did not anticipate.

A Firm Stance from the CTA

Gary Shapiro, the CTA’s president, published a strong opinion piece in the Las Vegas Review-Journal on Christmas Day, titled “CES will and must go on in Las Vegas.” Shapiro emphasized the necessity of in-person CES for fostering innovation and dismissed coverage of company dropouts as sensationalized. He also expressed sympathy for those who chose not to attend in person, but equated canceling the in-person event with “living in fear.”

The Importance of Evolving Expectations

A pragmatic argument could be made for the importance of organizations like the CTA and events like CES to the consumer tech sector. However, the op-ed established unrealistic expectations for the event. In an era of virtual conferences, failing to deliver on such ambitious promises only reinforces questions about the show’s relevance.

The Iterative Nature of Technology

The reality is that technological advancements are often incremental. This is particularly true at CES, where the focus is typically on products nearing market release. Consequently, most announcements involve slightly faster processors or screens with improved resolution. Years of industry coverage have taught me that expecting revolutionary breakthroughs annually is a recipe for disappointment.

Buzzwords and Speculative Visions

This inherent reality is often obscured by buzzwords – such as the ubiquitous “metaverse” – and futuristic presentations, like the one from Hyundai. As we approach the final day of the show, I’ve been reflecting on the last time I witnessed a truly “life-changing” product debut at CES. While I’m confident I’ll eventually recall an example, I’m currently drawing a blank.

Coverage Adapts to a Remote Format

Concerns that news of company absences would overshadow the actual CES announcements proved unfounded once the show began. The initial focus on dropouts stemmed from the fact that the event hadn’t yet commenced. Those outlets covering CES did so – often remotely. This experience was familiar, having navigated an all-virtual show last year.

A Mixed Experience Online

The online version of the show was an improvement over last year’s iteration. Press conferences were easier to access on the platform. However, discovery remained a challenge – a key limitation of the online format. The serendipitous encounters with promising startups in Eureka Park were replaced by an influx of email pitches.

Supporting Startups Remains Crucial

I concur with the CTA that startups are most disadvantaged by a move away from in-person events. This realization fosters sympathy for those who felt compelled to attend in person, particularly considering the financial implications of deposits, hotel fees, and travel expenses for new ventures.

Shifting Announcement Strategies

In recent weeks, numerous startups have informed us of their decisions to forgo attendance, and those still participating have indicated delays in their announcements. The question arises: if a product is announced without media coverage, is it truly newsworthy? I anticipate that the traditionally slow period following CES will be less so this year.

CES: A Constant Evolution

CES is in a state of continuous evolution. Stepping back reveals significant macro trends. Examining the biggest news from CES 2012 provides insight into these shifts, notably the event’s expansion beyond mobile technology to include automotive, which now constitutes a substantial portion of the show.

Reflecting the Broader Tech Landscape

The CTA explicitly states, “The official name of the global technology event is ‘CES.’ Please do not use ‘Consumer Electronics Show’ or ‘International CES’ to refer to the event.” Even the rebranding from the Consumer Electronics Association to the Consumer Technology Association signaled the show’s ambition to broaden its scope, a transition that has largely been successful.

Historical Perspective on Attendance

Thirteen years ago, I reported a 22 percent drop in attendance at CES 2009. However, 2012 marked the show’s best-attended year, a growth trajectory that continued for several years, peaking in 2019.

Resilience and Adaptation

Predictions of CES’s demise have been frequent. However, continued growth necessitates ongoing evolution and adaptation to changing expectations. I missed connecting with friends and colleagues and exploring Eureka Park. I also missed dining at the quirky Italian restaurant near the Convention Center.

Finding Value in Remote Coverage

However, I appreciated the convenience of being home by 10 PM ET each night. Furthermore, I’m not convinced that our coverage, or that of other sites, suffered from not being present in person. As I’ve stated, my approach to CES differs from that of many attendees. Should the pandemic eventually end, I would consider returning, but I wouldn’t be overly disappointed if I didn’t find myself examining iPhone cases at the Mirage again.