Photo Show Change Brings More Imaging Intros To CES

By Greg Tarr On Jan 6 2011 - 6:01am

LAS VEGAS — This year’s International CES 2011 marks a new chapter in the mammoth electronics trade show’s association with the digital imaging industry.

In past years, CES had been followed closely on the heels by PMA’s annual trade show — encouraging many camera makers to hold their new camera introductions for the more traditional photo-centric venue. The showcase served as a vehicle for the U.S. launch of spring and early summer products and campaigns.

But camera vendors that are a part of larger consumer electronics manufacturing conglomerates with multiple categories of electronics opted to use CES as their statement showcase for cameras, camcorders and other imaging-related tools.

Retailers that didn’t want to spring for attendance at both shows had to choose which would be the most valuable to their needs.

That all changes this year, with the decision by the PMA to move its struggling winter showcase out of the traditional February slot into a fall window this September. That way the show can be used as a more effective promotional vehicle for camera makers looking to hype late-year model introductions for the critical holiday selling season. The show is also expected to offer additional support for other aspects of the photographic industry, such as printing.

As a result, the show will also add a consumer day and move back to the Las Vegas Convention Center. Industry analysts said they did not expect the change to impact the way camera makers bring products to the U.S. market in any major way.

Chris Chute, IDC Research imaging market analyst, said the PMA show move “seems to be headed towards making it a more output/publishing/printingdriven show. CES will become the show of choice for device/camera introductions. Also, it seems most vendors are introducing product without regard to when shows are scheduled, as we expect that trend to continue.”

“CES has been steadily ramping up in camera model introductions over the past few years,” observed Liz Cutting, digital imaging analyst at The NPD Group. “Additionally, there are other trade shows throughout the world which can serve as launch platforms for new models. For example, the CP+ trade show in Yokohama has moved into the early February time frame. PMA’s move to the fall of 2011 helps it align with fall product launches and helps dealers get ready for the holiday season.”

Manny Almeida, Fujifilm North America, electronic imaging division VP and GM, said that “since the 2011 PMA trade show will be in September, Fujifilm has decided to exhibit on the floor at the CES show. Although we have had a meeting room presence in the past, the move of the PMA show prompted Fujifilm to exhibit its lineup of digital cameras on the floor.”

Almeida said his company’s FinePix digital camera line “fits the CES audience quite well,” adding that Fujifilm’s imaging products that are more closely geared toward retailer use than resale will not be part of its CES 2011 plans.

John Carlson, Pentax Imaging sales and marketing senior manager, said his company has not significantly changed its new camera launch pattern to adjust to the changing PMA show schedule.

“As an international company, the announcement of new products does not necessarily correspond to trade shows in the U.S. However, we do consider the timing of the new product with how we represent ourselves at the show.”

Although Pentax does not formally introduce new cameras at CES, it does use the venue to meet with dealers and press members to give sneak peeks at products to be announced globally later in the year.

“Products with new and unique technology or designs resonate the best at CES,” Carlson offered. But, “with so much new technology introduced at one time and in one place, the imaging portion of the CE market can get lost in the noise.”

He added that Pentax has used CES to unveil significant new products “if we had something, where the timing was right that we felt we could make a large impression, our presence was bigger.”

As for the effect the change will have on the new fall PMA show, Gary Pageau, PMA spokesman, said, “We think the PMA 2011 timeframe is actually a good showcase for the industry, especially for the camera manufacturers. Cameras, photo-output products and more are in high-demand in the holiday season, so the September dates are the great from this standpoint.”

Almeida of Fujifilm said his company “values PMA as a trade show because it provides a terrific environment to view, teach and inform the photography community about the exciting scope of Fujifilm imaging products. PMA gives Fujifilm the ability to demonstrate its imaging hardware, including minilabs and kiosks, directly to the customers that will make the purchase decision.”

“Fujifilm is committed to demonstrating its spring lineup of digital cameras at the CES show,” he continued. “Moreover, the new timing of the PMA show in the fall allows Fujifilm to exhibit its imaging hardware and launch the fall lineup of digital cameras.”

Pentax’s Carlson said, “We are still considering whether or not to attend the fall PMA show. There are certainly concerns with timing of this show and Photo Plus, however, PMA has always focused on dealers where Photo Plus is a pure consumer show. Additionally, they are on opposite coasts and appeal to different customers.”

Carlson added, “The decision to postpone the show until fall 2010 and alternate with Photokina is wise. If PMA reinvents itself as a show held every other year like Photokina, the industry would benefit from one annual, robust international photo show.”

Responding to the every-other-year proposition, the PMA’s Pageau said, “Certainly there are those who like the change a great deal, and others that don’t. Some vendors may want an every-other-year show, based on their own company’s situation, rather than what is good for the industry as a whole. These are all legitimate concerns. There are equally strong voices who do not want an every other year show. Really, for every negative comment, there are many more positives.”