CES 2012 was frankly the most boring tech show in living memory , showcasing nothing new or innovative , there were tablets with higher res and more cpu cores , televisions with higher res and more cpu cores , there were phantom motherboards for the phantom cpus with more cores , there were legions of gadgets that no one could possibly have checked out in several lifetimes let alone recommended to anyone. A few bewildered looking VIP actors and musicians were roped in to plug their threquels or albums . And the live blogging coverage ,well what can you say? you can see that most tech journos spent more time at the parties than on the floor with their unpaid interns tweeting in lieu of their masters...
You can see why Microsoft wanted this to be their last , the tech revolution has been dominated not by the likes of Apple`s design or technological savvy , but their presentation savvy , those Apple Keynotes delineate and separate Apple launches from the competition . It was after all the late great Steve Jobs that got you to buy your first Apple product , no?
Amidst this tech banality there was one shining hope for me , the arrival of the HMD known as the ST1080 ... Except it didn't arrive , the preorders are still not up , and there is only one youtube video , by SMD themselves all 16s ,with more silence than the Artist and almost as much black and white, none of which shows any one using , or commenting on the experience . Given the voracious nature of the USA blogosphere taking down any tech not from Apple , you`d think the Blogzillas would be tearing into SMD using their virtual column inches ... but they are not , which is worrying . So far the blog coverage of this potentially life changing product has resorted to stock pics and regurgitation which this post follows in the spirit of . One cannot emphasize enough how much this product means to the geeksphere , as with it geeks may finally walk the streets and leave their cellars with portable wearable pc solutions...at least as far as the nearest fiscally challenged downwardly mobile tea leaf... or lamp post.... mine ( if it actually exists) is going to be hooked to my Raspberry Pi (if it exists) ASAP .....
So CES 2012 has come and gone , and frankly is not going to alter the tech landscape at all . We in PC land expect our hardware to upgrade every hour or so , so an annual show to tell us what we already knew with too many products and companies with products that do not stand out , well at least the journos had fun in Vegas ... really are you bothered execs and journos had a bash in Vegas ?
CES is no longer relevant , mashing together thousands of competitors is no longer effective in driving sales , as effective you could argue as a mobile phone convention is in taking on the Apple behemoth . It takes one stand out product to do that , and that needs it`s own launch.
The events that move the tech industry , post (y)our hero Steve Jobs , are brand exclusive launches . Think of the impact that the upcoming Apple Keynote with its iPad 3 announce , and later this year Microsoft`s Windows 8 keynote will have compared to this CES 2012 show.
In this environment the worst thing a small start up could do is try to exhibit amongst thousands of devices at a show like CES , in doing so SMD may have done damage to it`s brand even before launching the ST1080
You do not have to be the biggest fish to succeed , but you have to do something that Mr Jobs and his company , and the Microsoft , Intel , Googles and Face books of this world discovered and that is maintain control of your brand image and message using exclusive launches . Something which is impossible at a show like CES.
Oh it is great for multiproduct companies like Sony and Samsung to introduce concept devices that will not reach the consumer for years , or maybe never ,like 8K tvs , 80 inch 3D OLED tvs , or if you are Lenovo with concept tablets waiting for an OS to arrive in October. None of these companies is expecting to have these on shelf last December and relying on them for survival .
But a start up like SiliconMicroDisplay with one new and innovative product that is already overdue is going to live or die from profits from that one single product and it`s launch.
Had SMD held their own keynote after CES ,maybe after the upcoming Apple keynote, then maybe they would have far better off and showing more than 16s silent videos , and at the very least had an internet connection powerful or stable enough to get their message across .
Still we wait in wonder for the arrival of the ST1080 , but they will have to be quick and deliver on promises or the HMD arena , will be taken by other competitors .
And who cannot fail to cease to be amazed by the silent 16s video of the ST1080 on a shelf .
And is there no one in the 1000s of CES 2012 visitors that managed to pick the thing up use it comment on it or film it ? Just proves my point about CES possibly doing more damage than good to your brand.
Let`s hope the promising SiliconMicroDisplay ST1080 ain`t nothing but a thang that happened in Vegas and stayed in Vegas......
More to follow....
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