Consumer confusion could dim hopes of CES

Michael Rogers Columnist • Profile • E-mail

Last week’s Consumer Electronics Show in Las Vegas was one of the most intriguing in years, reminding veteran tech watchers of the vibrant early days of the personal computer industry. In fact, look at the brands that made the major headlines: Intel, Microsoft, Google, and Yahoo. Ready or not, the computer industry is moving into consumer electronics, along with one big question: Will it also bring its knack for making products that are maddeningly difficult to use?

This CES marked the definitive turn toward a world in which digitized content, often delivered via the Internet, will flow through wireless home networks and appear on devices ranging from 102” plasma screens to portable media players so small they get lost in your backpack. It’s very exciting for technophiles, but at the same time, it brings a new kettle of alphanumeric stew — DLNA, DVI, HDMI, 802.11n, and UWB, to name a few. And to make matters worse, the industry is confusing itself by introducing two competing high-definition DVD players: Blu-Ray vs. HD-DVD. (Even shoppers who were still in the cradle during the Beta vs. VHS wars know that this is an invitation to sit on their wallets.)

In a harbinger of times to come, a recent survey found that half of new HDTV owners didn’t yet have a way (upgraded cable, satellite or antenna) to actually receive high-def material on their expensive new screens. But here’s the kicker: nearly two in ten believed they were seeing high-definition content nonetheless.  And it’s not just novices who are confused. Early last year, one of the technical audiophile magazines (in which ads for $15,000 speakers are commonplace) editorialized that audio systems were getting too complex for even its obsessive readers to figure out. More recently, the online technology columnist for the Wall Street Journal resolved that 2006 would be the year in which he actually got his Apple Airport Express to transmit music as promised.

Last week at CES, during  a panel about consumer confusion, the speakers all agreed that consumers were confused, but split on exactly what should be done to fix the problem. Barbara Gonzalez, author of the new book “Home Electronics Survival Guide”, suggested that both customers and salespeople need education. But retailers in the audience pushed back, saying that many sales people, with low wages and transient jobs, aren’t that motivated to become experts.  (That recalls an old joke from the early days of personal computer stores: “What’s the difference between a computer salesman and a user car salesman?  Answer: a used car salesman knows he’s lying to you.”)

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