CEMA Relaunched As New CEA

By TWICE staff -- TWICE, 11/1/1999

The Consumer Electronics Manufacturers Association (CEMA) is no longer. Now say hello to the new Consumer Electronics Association, or CEA. With the announcement late last week by the Electronic Industries Alliance to allow separate incorporation for its sector associations, the CEA took a first step in redefining itself for the changing consumer electronics industry.

"Goodbye CEMA, hello CEA," said Gary Shapiro, president of the CEA. "CEMA has served us well, but CEA better reflects the excitement and innovation of the consumer electronics industry. Our membership base is broadening as we welcome new information technology and Internet companies to our core constituency of traditional CE manufacturers." The new name, he said, captures the changes occurring among the association's members as "companies move from solely serving as manufacturing entities to become e-commerce providers, service companies and high-technology enterprises.

"But this is more than just a name change," Shapiro added. "This is a new, separately incorporated organization. We are working with industry leaders to develop a governance structure that allows for growth and increased efficiency. We are working to better tailor our services and strategic plans to our members. And we are working to create our own culture to reflect the dynamism of our industry."

CEA will continue many of the products and conferences currently run by CEMA, such as consumer and market research, as well as the International CES and DTV Summits. Transfer of CEMA's assets to CEA will be completed by year-end. CEA will also retain a leadership position within the EIA.

In its new incarnation as the CEA, the association will launch a redesigned web site (currently www.cemacity.org) in late November, when it will obtain the new domain name www.CE.org. The site will also serve as the gateway to other CEA sites such as Ebrain.org, DTVweb.org, CESweb.org and TechHome.org.