CES 2010 is now over and I'm still working through the pile of stuff I came home with (there's a few more posts in the queue, so stay tuned), but I wanted to take this opportunity to do a little reflecting on Sirius XM's presence at the show.I think I may have been too critical on the company. Allow me to explain.
#1. I didn't put CES 2010 in context.
There's no doubt about it, overall CES 2010 was much smaller this year than it was in previous years. I know the CEA claims that the attendance was the same (or even greater) as 2009, but my anecdotal experience saw much shorter taxi lines (which was nice), and a far more reduced show space overall.
So it's not like Sirius XM were alone in scaling back. In previous years, the entire North Hall was like a mini-SEMA show, with beautiful custom cars booming away throughout the day. This year, there was near silence.
#2. Many companies were a no-show at CES, not just Sirius XM.
Alpine is a great example. Despite actually having new products to unveil, they didn't have a booth that I could find. Another company that I couldn't find was Clarion. In previous years, Clarion would have an incredible booth - usually with a Lamborghini on display - but this year I couldn't find them.
So I think I was being unfair by singling out Sirius XM.
#3. Blame the budgets.
It's a sign of the times. CES takes months of planning well ahead of time, and that planning needs to be funded by budgets that are decided on even earlier.
The greater presence of CES 2009 is more likely due to the budgets already being approved in late 2008 - while everyone still had a budget to work with. And that signage outside the show is more likely an artifact of a multi-year purchase, than a concerted effort to be - or not be - a part of CES. (No, Sirius XM didn't told me this, but that's business and pretty fair conclusion.)
So in a time when Sirius XM was scrounging to stay alive and out of bankruptcy, the decision to be a part of CES 2010 was likely being made.
#4. CES is becoming less relevant these days.
It's hypocritical to bemoan Sirius XM Radio Inc. for not going all-out at CES, when Apple completely abandons the show in lieu of their own event. Why raise a fist at Sirius XM, but then cheer for Apple?
If Sirius XM can own their annual August showcase instead, that's a better strategy. There's less competition to fair with, and PR can offer exclusive coverage to select news outlets to help spur the buzz.
I'm not saying CES should be abandoned, but I understand the strategy of a more sharpened approach. It's far more cost-effective.
#5. Fear of another ReGo.
Remember the ReGo? You may not (it was 2005 afterall), but a lot of folks within the company do. The ball that was dropped on that unit has left such a bad taste that I don't think it will ever go away.
Since then, Sirius XM has really spent a lot of effort plugging all the leaky holes within the company. And, in turn, its communication strategy has shifted to the complete opposite direction - from being wide-open, to being close-lipped. (Truth be told, it makes my job a lot more difficult.)
The sense that I get is that Sirius XM doesn't want to build false expectations (especially with investors), and burn of the ReGo only solidifies this stance. So when I complain that we're not seeing the "prototypes" of new hardware - that's why. (I don't 100% agree, but my thoughts about Sirius XM's communication strategy are probably better suited for an entirely different post.)
So after the dust has settled, I'm more than willing to step back from my "whining blogger" stance and look at the reality of the situation. What are your thoughts?
There's no doubt about it, overall CES 2010 was much smaller this year than it was in previous years. I know the CEA claims that the attendance was the same (or even greater) as 2009, but my anecdotal experience saw much shorter taxi lines (which was nice), and a far more reduced show space overall.
So it's not like Sirius XM were alone in scaling back. In previous years, the entire North Hall was like a mini-SEMA show, with beautiful custom cars booming away throughout the day. This year, there was near silence.
#2. Many companies were a no-show at CES, not just Sirius XM.
Alpine is a great example. Despite actually having new products to unveil, they didn't have a booth that I could find. Another company that I couldn't find was Clarion. In previous years, Clarion would have an incredible booth - usually with a Lamborghini on display - but this year I couldn't find them.
So I think I was being unfair by singling out Sirius XM.
#3. Blame the budgets.
It's a sign of the times. CES takes months of planning well ahead of time, and that planning needs to be funded by budgets that are decided on even earlier.
The greater presence of CES 2009 is more likely due to the budgets already being approved in late 2008 - while everyone still had a budget to work with. And that signage outside the show is more likely an artifact of a multi-year purchase, than a concerted effort to be - or not be - a part of CES. (No, Sirius XM didn't told me this, but that's business and pretty fair conclusion.)
So in a time when Sirius XM was scrounging to stay alive and out of bankruptcy, the decision to be a part of CES 2010 was likely being made.
#4. CES is becoming less relevant these days.
It's hypocritical to bemoan Sirius XM Radio Inc. for not going all-out at CES, when Apple completely abandons the show in lieu of their own event. Why raise a fist at Sirius XM, but then cheer for Apple?
If Sirius XM can own their annual August showcase instead, that's a better strategy. There's less competition to fair with, and PR can offer exclusive coverage to select news outlets to help spur the buzz.
I'm not saying CES should be abandoned, but I understand the strategy of a more sharpened approach. It's far more cost-effective.
#5. Fear of another ReGo.
Remember the ReGo? You may not (it was 2005 afterall), but a lot of folks within the company do. The ball that was dropped on that unit has left such a bad taste that I don't think it will ever go away.
Since then, Sirius XM has really spent a lot of effort plugging all the leaky holes within the company. And, in turn, its communication strategy has shifted to the complete opposite direction - from being wide-open, to being close-lipped. (Truth be told, it makes my job a lot more difficult.)
The sense that I get is that Sirius XM doesn't want to build false expectations (especially with investors), and burn of the ReGo only solidifies this stance. So when I complain that we're not seeing the "prototypes" of new hardware - that's why. (I don't 100% agree, but my thoughts about Sirius XM's communication strategy are probably better suited for an entirely different post.)
So after the dust has settled, I'm more than willing to step back from my "whining blogger" stance and look at the reality of the situation. What are your thoughts?
Only problem with August is that everyone is on vacation, and no one gets the news except us geeks :)
I agree with point #4!
oh mine! rpokane is a geek. lol
Why raise a fist at Sirius XM, but then cheer for Apple? because Apple has thier own event and actually makes new equipment , Sirius Fm just sucks .
I think that June would be the best time for a showcase. June is the midpoint in the year, Apple is notorious for it, and you can see 3rd and 4th quarter results w/in the same year.
Alpine very rarely has a booth. The last 3 years I have been they rent a sweet in the convention center and have a walk through display that had 2 demo cars. A lot of companies arent spending the money to be in the convetions center and had spaces at 5 or 6 hotels this year where they were demoing product and taking meetings. My company went to one of those meetings in a hotel room at the Hilton. Companies were scaling back for sure.
I think all five of your points are valid. And, one I'd add is that since the vast majority of Sirius XM's customers listen on OEM car audio equipment, trying to impress people at the CES with retail stuff that's fairly irrelevant anyhow seems rather pointless.
The era of big trade shows is ending, anyhow. They're hugely expensive and wasteful of resources, there are many other ways to find out about stuff now, and cash-strapped companies no longer want to give employees what usually amounts to a week-long, all-expense-paid vacation to do a whole lot of nothing that's work-related.
great points!
I have to agree with xcountry. CES west nuts during the tech boom with freebies and dancing elephants. CES is primarily a place where manufacturers, distributors and retailers can get together in one place to meet and place orders. It is now back to being the place it was meant to be.