CTA Had Good 'Chemistry' With Microsoft, Shapiro Says

Picking a vendor to run the digital platform of the virtual CES 2021, culminating in the October choice of Microsoft (see 2010190043), started with about 60 contenders, CTA President Gary Shapiro told us last week. Among the factors, “we went with Microsoft because they had done their own event,” he said of the Microsoft Ignite all-digital conference that debuted Sept. 22. “We actually signed up and watched it” as part of the evaluation, he said. “Microsoft had so many things we wanted, including a production studio, and they obviously know how to do cybersecurity,” said Shapiro. “There was a lot of chemistry.” The deal includes "things they hadn’t done before” such as show registrations and other CES-centric activities, Shapiro said. “There are other companies that were brought in as subcontractors. It’s a pretty complicated relationship.” Shapiro traveled earlier in December to Microsoft’s Redmond, Washington, headquarters to do “production work,” he said. “Essentially, we’ve gone from producing a physical event to producing a number of TV shows. It’s totally different for us.” CTA is “able to do things” in the digital domain it never would have considered before, including changing the CES show dates six months out, he said, laughing. CTA originally planned to do the virtual show on the same Jan. 6-10 dates as the canceled physical Las Vegas show before moving to Jan. 11-14.