CEA Changes Name to Consumer Technology Association (CTA)

Consumer Electronics Association (CEA) drops 'Electronics' from its name in favor of Consumer Technology Association, the fifth name change for the association. International Consumer Electronics Show (CES) name will remain the same.

Effective immediately, CEA is now the CTA. Can you name all five of the association's names since its inception in 1924?
CE Pro Editors · November 12, 2015
The Consumer Electronics Association (CEA) unveiled its new name – the Consumer Technology Association (CTA) – to be adopted immediately. CTA announced the name was introduced and ratified by its members.

“Innovation and expansion are hallmarks of the consumer technology industry and our association – and as our industry changes, so must we,” said Gary Shapiro, president and CEO of the Consumer Technology Association. “Our membership and the consumer technology sector have grown and evolved to engage almost every major industry segment and America’s burgeoning startup economy, touching almost every part of consumers’ lives. Our new name – the Consumer Technology Association – more accurately represents this growth and the excitement and innovative spirit of the industry we represent. CTA also better captures our association’s vision, scope of advocacy, current membership base and brand promise.”

The Consumer Technology Association represents more than 2,200 technology companies – 80 percent of whom are small businesses and startups, others are among the world’s largest companies – that are improving our world by transforming the way we work, live, learn, communicate and play.

By replacing the term “Electronics,” which no longer captures the full breadth of the consumer tech industry, with “Technology” the Consumer Technology Association more accurately represents its members, many of whom are non-hardware innovators including BMW, Expedia, Ford, Google, Lyft, Netflix, Pandora, Snapchat, Starz, Uber, WebMD, Yelp and Twentieth Century Fox.

“As the tech sector has evolved at the lightning speed of innovation, we’ve broadened our membership to include new technologies and intersecting industry sectors,” said Dan Pidgeon, Starpower chairman and CTA Executive Board chair. “App and software development, crowdsourcing technology, content creation, personalized health care, the sharing economy, music streaming services – companies from all of these sectors and more now look to us as the public voice of industry, a champion for innovation and source of unparalleled market research.”

The Consumer Technology Association will continue to own and produce CES – The Global Stage for Innovation. Because CES is a global brand representing innovation – where the international technology community comes to experience the latest trends, conduct game-changing business and enjoy the serendipity of discovery – the CES name will not change with the association’s evolution to CTA.

According to the association, it has always ensured its name evolved to reflect the rapidly-developing technology industry it represents. The association began as the Radio Manufacturers Association in 1924, later became the Electronic Industries Association, then the Consumer Electronics Manufacturers Association and, in 1999, the Consumer Electronics Association.

“While our name has evolved, our association’s mission stands firm – to grow the consumer technology industry,” said Shapiro. “The Consumer Technology Association remains the voice of the industry, fighting for and defending pro-technology policies. Our focus and commitment to excellence in market research, public policy, industry promotion and standards, and events will continue stronger than ever.”

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