Sometimes Shorter is Better

In a move that it says is designed to position it for "continued growth and leadership in the consumer electronics field," the Consumer Electronics Manufacturers Association (CEMA) unveiled last week its new incarnation: the Consumer Electronics Association (CEA). The announcement comes on the heels of a decision, made earlier this week by the Board of Governors of the Electronic Industries Alliance (EIA), to allow separate incorporation for its sector associations.

CEA president Gary Shapiro proclaimed "Goodbye CEMA. Hello CEA. CEMA has served us well, but CEA better reflects the excitement and innovation of the consumer electronics (CE) industry. Our membership base is broadening as we welcome new information technology and Internet companies to our core constituency of traditional CE manufacturers. The flexibility of the CEA name captures the changes occurring among our membership and in our industry as companies move from solely serving as manufacturing entities to become e-commerce providers, service companies, and high-technology enterprises. It allows us to maintain our leadership position representing the traditional CE space while positioning us for future growth."

Shapiro said that CEA will continue many of its projects and conferences, such as consumer and market research, the International CES, and the DTV Summits. Transfer of CEMA's assets to CEA will be completed by year's end. Shapiro added that CEA will retain a leadership position within the Electronic Industries Alliance (EIA), providing representatives to serve on the EIA's governing body and cooperating on legislative and regulatory issues of mutual concern.

In conjunction with the birth of CEA, Shapiro also announced the redesign of the association's website, www.CEAcity.org. In late November, the site will have a new domain name: CE.org (http://www.CE.org). CEA says the site has been reorganized and streamlined to provide more intuitive access to information and to create links between specific CEA initiatives and information about specific products and product categories. It also serves as the gateway to other CEA websites, including Ebrain.org (offering market and consumer research), DTVweb.org, CESweb.org, and TechHome.org (covering the integrated home systems and home networking sectors).

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