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Day 4 - IFA International

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News The Monster Story

News The Monster Story Monster Cable Products Inc was founded in 1979 by Noel Lee, who was then a laser-fusion design engineer at Lawrence- Livermore Laboratory, as well as an audiophile and professional drummer. Lee developed a high performance speaker cable, named it Monster Cable, and literally created an industry. Prior to Monster Cable, most stereo systems were wired with ordinary ‘zip-cord’, the same cable used for electrical household and lamp wire. Monster is now the world's leading manufacturer of high performance cables that connect audio/video components for home, car and professional use as well as computers and computer games. Its 4000 products are sold in over 80 countries worldwide. Selling with Celebrity How Monster aims to educate consumers Monster CEO Noel Lee is recognised as a pioneer in accessories. His focus on measuring product performance, on merchandising and on celebrity-marketing makes Monster a real innovator in retail execution. IFA International asked The Head Monster to share his view on the current state of the accessories market. The world of accessories is booming as it follows the introduction of all the new hardware. That includes the Apple products. For example, now portable speakers and headphones have become a booming category. I am especially excited about the opportunity for accessories, but we have to educate the consumers to buy high performance. A good demo is what sells high performance. What prompted the subject of your keynote, ‘The Revolution Begins: Ménage à Trois - the Fusion of Entertainment, Sports, and Consumer Electronics?’ My keynote talked about how we created the Beats brand of high quality headphones, and about how to reproduce this combination of celebrity, plus entertainment, plus music. Many companies saw how successful Beats became Acer President Proposes Magic Formula Jim Wong’s keynote points to paradigm shifts in the ICT Trend and are now trying to recreate that celebrity marketing. Some have even attempted to add celebrity by approaching athletes. But very few companies know what makes this combination of consumer electronics with entertainment or sports celebrities really tick. Hall 3.2 Stand 135 Monster CEO Noel Lee is a pioneer in accessories Dave’s “All the Rave” Dave Graveline is back in Berlin this year with his “Into Tomorrow” radio show, bringing listeners the latest in technology and consumer electronics every weekend. "Into Tomorrow" is the radio network program covering the latest in consumer electronics and technology. The show is a blend of listener interaction and insightful and informative guests speaking on a variety of topics related to technology. “Into Tomorrow with Dave Graveline” – now in our 17th Year – is a 3-hour radio programme that airs on over 180 AM & FM radio stations around the U.S., radio stations in Germany, Bermuda, New Zealand, Canada and several other sources including Mobile Broadcast Network, BeOS Radio, Sprint Radio, TiVo, and many others - every weekend. Jim Wong, Corporate President of Acer Inc delivered an absorbing IFA keynote. Wong’s key message was one of convergence, meaning that data information and voice communication will continue to merge into single devices such as smartphones and tablets. “We think PCs are not dead,” Wong asserted. Instead, the traditional laptop and desktop computer will, via the more human touch capacity of Windows 8, increasingly morph into hybrid PC-tablet devices. Just what shape this device will take is yet to be determined. Wong questioned whether ‘phablets’ such as Samsung’s 5-inch Galaxy Note, a cross between a smartphone and tablet, will lead the way as an “in-between” device. Either way, PCs also need to embrace more human and natural interactions such as touch and talk. “PCs have to go that way,” he said, adding that the personal computer must embrace the “personal intimacy of the smartphone”. "The missing element in this ICT paradigm shift is to converge apps, content and services in one data cloud accessible from multiple devices", said Wong. The Acer President proposed a solution with the new AcerCloud, which allows users to access the same personal data from PCs, tablets and smartphones. Wong called this personal cloud “the magical formula” in the evolution of ICT. Hall 12 Stand 101 Jim Wong, Corporate President of Acer Inc www.ifa-international.org IFA International • Monday 3 rd September 2012 9

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