Australia to have tiny presence at CES

Event organisers claim record number of new participants but Aussie companies staying away

Only ten Australian ICT companies will exhibit at the world's largest consumer electronic tradeshow that starts this week in Las Vegas.

Organisers for the 2010 International CES which will be held from January 7 to 10 have said more than 2500 exhibitors from around the world – including a record number of 330 new participants – will take part in the annual show.

The event attracts considerable media attention and already several companies have made product announcements before the official proceedings get underway. (See a list of announcements already made in these stories.)

It is expected over 20,000 new products will be on display with keynote speeches to be given by notable industry figures including Microsoft CEO, Steve Ballmer and Intel’s Paul Otellini.

However, a spokesperson for the event told Computerworld that of the 2500+ exhibitors there are only ten Australian companies that had signed up to show their wares.

The ten are:

  • FleetMinder LLC
  • Dynamco
  • Toffee International Pty., Ltd.
  • GeckoGear Australia
  • Embertec Power Saving Technologies
  • Qwind Pty Ltd
  • Whorae Pty Ltd.
  • ETI Research
  • Continuum Audio Laboratories
  • DEQX Pty Ltd.

Australian Information Industry Association (AIIA) CEO, Ian Birks, said he wasn't surprised at the low participation by Australian firms as the event as it is not perceived as one of the top priorities by organisations such as Committee Marketing ICT Australia (CoMICTA), which represents several of the largest industry bodies and several state and federal government agencies.

CoMICTA's members also provide some funding for those looking to promote themselves overseas at events that are considered a priority (although this list is not available on the CoMICTA website).

"Because it is not on the major focus list, state governments will not sponsor or assist organisations as they would for other events," Birks said. "If you think about it from that point of view I am not so surprised."

Birks said the CES event was not on the priority list as many organisations in the past had not garnered much value from exhibiting. He acknowledged the lack of consumer electronics manufacturing and development in Australia – particularly of hardware – was an additional factor in Australia's minimal presence at this year's event.

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Tags AIIAian birksces 2010Committee Marketing ICT Australia (CoMICTA)

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