For the profile industry, the International Consumer Electronics Show (CES) is the place to be and show off new product releases. But, as Apple already set a precedent, Microsoft joins it in pulling out of CES. Next year’s show will be the last for Microsoft.
Microsoft’s decision might come as a surprise, particularly since, if looking back, the company has been one of the show’s biggest supporters throughout the United States. However, Microsoft has arrived to the conclusion that can CES no longer fit its needs.
Frank Shaw, vice president of communications for Microsoft, said: “We asked, ‘Are we doing something because it’s the right thing to do, or because it’s the way we’ve always done it?”
Bill Gates’ company decided that it would be more beneficial for its services and products to step away from CES and organize its own events to promote new releases when the time is right. But, even if Microsoft will give up on its expensive booth and traditional speeches, the company will continue to use CES as a place to connect to customers.
Frank Shaw explained: “We’ll continue to participate in CES as a great place to connect with partners and customers across the PC, phone and entertainment industries”. Shaw mentioned that the company “won’t have a keynote or booth after this year because our product news milestones generally don’t align with the show’s January timing”.
The next CES is scheduled to take place between January 9-12 in Las Vegas, where Microsoft is expected to talk about Windows 8. The company said it will send employees to CES as attendees.
Microsoft joins Apple, Facebook and Amazon which have decided to turn away from the traditional CES to social media services, as well as high profile events for the launch of their new products. Rob Enderle, an independent high-tech analyst based in San Jose, points out that “these companies don’t want to be run by the show, and the show’s schedule, when they know they can run their own shows”.
According to the Consumer Electronics Association (CEA), CES will not affected by Microsoft’s departure. Jason Oxman, spokesman for CEA, said Microsoft’s former booth “will be snapped up in about 30 seconds”.