PMA@CES Will Bring New Year's Imaging Trends Into Focus

By Greg Tarr -- TWICE, 1/10/2012

LAS VEGAS — The collective photo industry will be watching with interest to see how the first PMA@CES enhances both the digital imaging industry and the consumer electronics industry as a whole.

PMA spokesman Gary Pageau said the Las Vegas venue has afforded imaging professionals “two great educational opportunities,” including the Digital Imaging Marketing Association (DIMA) conference that was held Sunday and Monday at Bally’s Las Vegas.

He said registration activity prior to the show points to a very successful event.

“From registrations using PMA codes we are seeing attendance above that of our last PMA convention in 2010, at the same time out,” Pageau said. “PMA has always been an event to get reinvigorated for the photo category. Since we have had nearly two years since our last convention, we’ve heard a lot of feedback from industry members who are looking to reunite at the show.”

Pageau said the co-location with the International CES has been a big draw for many former PMA attendees who have never attended a CES.

“With the impact of mobile imaging, tablets, camera phones and home networks on imaging, this is a great opportunity for the photo trade to broaden their perspective on the many opportunities in imaging today,” said Pageau.

Liz Cutting, The NPD Group imaging analyst and executive director, said the fact that most of the major camera brands will be exhibiting several blocks away from the CES@PMA venue shouldn’t be detrimental to the overall experience.

“The investments in hall real estate from prior years at the LVCC make sense to continue,” Cutting said. “Imaging is truly present in all of technology, so the presence of camera companies throughout the main halls just underscores that interconnectedness.”

However, Chris Chute, IDC Digital Imaging practice manager, cautioned that the separation of the Venetian showcase from the main convention center could present a logistics challenge to many attendees. “I think that there will be a feeling of two shows, as most hardware vendors, who were already exhibiting at the LVCC, will stay there,” Chute opined. “The LVCC is a central location, and with difficulty getting to and from there, it is more advantageous to stay at the LVCC. Also, I am sure channel partners and buyers prefer the one location.” In addition to scouting the newest camera introductions, photo industry professionals will be coming to the show this year looking for answers to pressing issues with inventory, following the earthquake and tsunami in Fukushima, Japan, and the Thailand floods in 2011. On top of that, retailers will be focused on distribution challenges as e-commerce powers continue to build their power base.

“Retailing in general is facing problems from e-commerce,” Chute observed. “Amazon will offer a discount on any items scanned at retail that are then bought through its app. It is just for one day right now, but I am sure that will affect the entire CE industry in the long term. Online sales for cameras and camcorders are the No. 1 ranking channel now for sales.”

As for some of the top stories expected to emerge, NPD’s Cutting called for “anything surrounding smartphones and tablets” to make news in the imaging world as connectivity and competition become increasingly important factors to camera developers.”

In addition, the expansion of the mirrorless compact system camera, including Fujifilm’s entry into mirrorless compact system cameras announced here, and the spread of Wi-Fi into stand-alone cameras will be important developments for the start of the year.

“Step-up purchases from compact cameras to interchangeable- lens cameras will be key, driven by families with young children,” Cutting offered. “With more compact system camera marketing efforts, there will be more buzz surrounding both this segment and the d-SLRs that compete and coexist with it, as well as plenty of opportunity for accessorizing those purchases.”