Vision - July/August 2008 - (Page 4)

in this issue on the consumer electronics horizon S Get Social President and CeO tating the obvious, social networking has transformed the way we communicate, especially for the tech savvy. It has opened up new ways for companies to engage with consumers. Companies can leverage these communitybuilding aspects to grow their brands. But it isn’t easy to join the communities that your customers form. To be successful, every community must have a relationship based on trust and mutual interest. To build community within social media, companies must give consumers a reason to interact by providing unique content, value or engagement. They also need to share relevant content—often by distributing it via widgets and RSS feeds. Consumers clearly want to customize, post and share content. Look at social networks like MySpace or Facebook that let consumers define themselves through their personalized profile pages. With YouTube and Flickr, users upload custom video or seek content that represents their interests or humor. While not all user-generated content is positive, the genuine nature of it can add a new dimension to a brand among a community of influencers. In this issue of CE Vision, Alan Breznick looks at how social media can be integrated into a marketing effort to build a successful brand. Why not ask your customers how they view your product or service? By listening to conversations online, you can get honest feedback and share in the dialogue. Accenture looks at the huge cost of product returns for the industry—upward of $13.8 billion. Yet less than five percent of returned products are defective. Al Delattre offers actionable advice for both retailers and manufacturers struggling with this massive problem. NAND Flash is a break-through technology, already significantly impacting the market for digital cameras, MP3 players and cell phones. Lane Mason and Robert Pierce look at what products may be next. On the international front, while taking a global approach to business can reap big rewards, there also are hazards that can derail a business. Gary Arlen discusses the risks such as currency fluctuation, terrorism, regulatory and political upheaval to expropriations and personnel snags and how to avoid these potential landmines. Plus in this issue, CE Vision had the opportunity to visit NVIDIA’s CEO Jen-Hsun Huang to get a glimpse of the future of graphical computing. There are some amazing developments coming, so read on. Enjoy the rest of the summer, and as always, please send any comments to cstevens@ CE.org. Cindy Loffler Stevens Editor-in-Chief Gary Shapiro seniOr ViCe President Jason Oxman editOr-in-Chief Cindy Loffler Stevens managing editOr Carolyn Slater PubliCatiOns COOrdinatOr Mark Chisholm John Lindsey seniOr CreatiVe manager PrOduCtiOn COOrdinatOr Kathryn Covert Octavio Kano Ian Shields seniOr manager, CreatiVe direCtiOn graPhiC designer, CreatiVe serViCes graPhiC designer, CreatiVe serViCes Matt Patchett Jenni Moyer seniOr marketing manager adVertising management Dan Cole, dcole@CE.org art direCtOrs Glenn Pierce and Nancy Roy design, PrOduCtiOn and Publishing management The Magazine Group CirCulatiOn manager Gretchen Mitchler editOrial COntributOrs Gary Arlen, Alan Breznick, Robert Calem, Shawn DuBravac, Steve Koenig, Michael Grebb, Allan Richter, Ron Schneiderman, Susan Schreiner, Murray Slovick, Phillip Swann Consumer Electronics Vision is published as a service to the members of the Consumer Electronics Association (CEA) and to key players in the consumer electronics industry. CEA represents more than 2,200 U.S. manufacturers of audio, video, digital imaging, accessories, mobile electronics, home networking, wireless communication, information technology and multimedia products that are sold through consumer channels. The opinions expressed in articles are those of the authors and not necessarily those of CEA. Comments, questions and letters to the editor are welcome. Address responses to: Consumer Electronics Vision, Consumer Electronics Association, 1919 South Eads St., Arlington, VA 22202, tel: 703 907 7600. © 2008 Consumer Electronics Association Articles from this issue may be reproduced in whole or in part, provided full credit is given to CEA. CES® and International Consumer Electronics Show® are trademarks owned by CEA. Consumer Electronics Vision (USPS 022897 Vol. 12, No. 4) is published bi-monthly by the Consumer Electronics Association, 1919 South Eads St., Arlington, VA 22202. Periodicals Postage Paid at Arlington, VA and at additional mailing offices. POSTMASTER: Send address changes to CE Vision, CEA,1919 South Eads St., Arlington, VA 22202. Canadian Publications Agreement No. 41502062. Canada Post returns: Pitney Bowes IMEX, Station A, PO Box 54, Windsor ON N9A 6J5. Email: returnsIL@imex.pb.com. CES Technology and Emerging Countries Program Are you a manufacturer or service provider that offers products and/or services that support the spread of technology in developing countries? Then consider this opportunity to showcase your products at the 2009 International CES® as part of the Technology and Emerging Countries program. Participating companies will display the innovations that make it possible for every person on the planet to make use of technology and benefit from CE advances. Foundations and NGOs engaged in disseminating this technology to rural communities also are encouraged to participate. For more information, contact Chris Amos at 703-907-7640 or camos@CE.org. Visit www.CE.org for the digital edition of ce Vision. 4 July/August 2008 www.CE.org www.ce.org http://www.ce.org http://www.ce.org http://www.ce.org

Table of Contents Feed for the Digital Edition of Vision - July/August 2008

Vision - July/August 2008 Contents Shapiro's Spectrum In This Issue The Economist C4 Trends Visionary Embracing Disrupting Technology Vaulting Ahead with Your Brand International Risk Stop Boomerang Products CEA Newsline Tech Speak Tech Policy Going Global Eye on Business Market Insider Just the Stats

Vision - July/August 2008

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