One of the more interesting shows to emerge over the last few years is DigitalLife. The granddaddy of all consumer shows is CES, but it is highly industry focused and more B2B. Ziff Davis Media decided that perhaps the time was right to launch the first true B2C show in the US, and to be truthful, we felt that doing a show for consumers was a real gamble. But it appears the folks at ZD got it right as the first show drew 15,000, and last year’s show attracted 30,000. While the show did not actually double in size this year, it did show marked increase as 52,000 converged on New York City’s Jacob Javits Center in October to see what is hot and new in consumer technology.
I walked the aisles along with these 52000 other attendees, in search of what’s new, what’s noteworthy, and which companies need closer inspection.
The scope of the show is significantly different than most technology shows I attend. At DigitialLife, the coveted attendees are the consumers – not resellers, oems or manufacturers. The show is intended for, and open to, the public. Here the booths are crowded with folks checking out new consumer electronics, i.e. televisions; new creative lifestyle apps, i.e. digital scrap booking and of course, games by the dozens. Additionally, Ziff Davis Media, the backers of DigitalLife, makes a point of drawing the most-in-demand eyeballs of all, the 16-18 year olds. Friday of the show is “Education Day” where thousands of local high school students get a chance to see the newest technologies, ask questions directly of the companies and hear keynote speakers whose focus is on giving suggestions and insights to these next generation technology changers.
While some of these school attendees are indeed the future programmers one may expect, the vast majority are creative, motivated, high intensity users of digital technology in a wide variety of devices. Cell phones, pdas, mp3 players, and a host of gadgets and accessories occupy an increasing place of importance in the daily lives of these consumers. These are the GenY’rs who have never known the analog-to-digital conversion struggle. They have grown up only knowing digital technology and expecting seamless adoption and usage. And these consumers are the mainstay for any company seeking a presence in the crowded digital marketplace.
Of course, the noise and crowds of the show were centered on gaming. This year’s Digitallife drew some of the top gaming names in the industry with debuts of new games, (Final Fantasy XII), new gaming hardware, (Sony’s PlayStation 3), ProAm Video Gaming Tournaments, and a competitive venue featuring Dance Dance Revolution – a quasi fusion of dance/fitness/social/video-gaming attributes. That the gaming/entertainment exhibits were well attended is not surprising. These exhibitors know their audiences well and designed their show presence with that in mind.
Other exhibitors seem to be less familiar with how best to communicate their product messaging to the wider audience of Joe-average consumer. As traditional digital-based business products make the move into the digital lifestyle in homes, a gap of products, marketing messages and marketing styles become evident. There was a time, not so long ago, when corporate messages, speeds-n-feeds, and technical specs were all that needed to be communicated. Now, innovative interfaces, industrial design, new digital resources and services, customization features and style play a critical role in being considered, let alone becoming adapted into a technology-driven lifestyle.
A brief survey of attendees in the 30-40 year old range showed the biases of consumer attention needs. Booths that catered to this group’s need to see the products usage within the “digital home” were much preferred. Kodak’s booth was favored because they highlighted their various digital photo and printing products by turning the exhibit space into mini-rooms of a house. A living room area showed off printed ornaments on a Christmas tree and a digital scrapbook. A dining room showed high quality 8x10 photos framed and hung on the wall and printed greeting cards and place cards on a table. The kitchen even had food gifts with attached printed recipes cards from Kodak’s templates. Not exactly life changing applications but the display was well thought out and clearly focused on their targeted consumer market. The Steffi Thomas Incs. Swapset booth also garnered this group’s attention. The products are interchangeable headsets and headphones – attached to headbands; a very girly-looking but innovative use of style, fashion and technology. Once again, the blending of digital technology with a focus on a specific demographic is bringing a new generation of products to an older digitally challenged generation.
The disparages of each consumer market segment’s needs and desires are a formidable challenge to a company’s marketing department. What works for Gen X’ers mom will not translate to the Gen Y teen. And it is this Gen Y audience who is driving this digital lifestyle marketplace with an influential power that will quickly lay waste to companies and products not fully focused in how best to reach these buyers.
It is important to note here that DigitalLife appears to be a powerhouse show with some real legs. However, for it to keep growing, it most likely needs to find ways to really appeal to all consumers. Its current emphasis on gaming, while good, can sometimes be overpowering to the Boomers and Silver Surfers who, while not as techno savvy as Gen X and Gen Y, are still serious buyers of technology and need to have things for them as well. To that end, Ziff Davis Media states they are working hard to bring in all types of vendors that meet the overall needs of US based consumers; something that if done well could help the show grow and make it one of the most important consumer technology shows in the US.
http://www.csinsights.com/index.php?action=pg_article&id=85
