Ballmer's CES Keynote and Pre-Show Media Events Build Momentum on Eve of 2010 CES

Las Vegas, Nevada, January 7, 2010 - A comprehensive keynote address from Microsoft's Steve Ballmer and innovative product announcements from top technology companies fueled excitement on the eve of the 2010 International CES®, the world's largest tradeshow for consumer technology. Owned and produced by the Consumer Electronics Association (CEA)®, the 2010 International CES opened today in Las Vegas and runs through Sunday, January 10.

"Our pre -show events created tremendous buzz on the eve of the 2010 International CES, as the world eagerly awaits the next generation of technology innovation," said Gary Shapiro, president and CEO, CEA. "The 2010 International CES will be a phenomenal show with more than 2,500 exhibitors, including a record of more than 330 new companies, showcasing more than 20,000 new technology products and services. The products unveiled this week at CES will change the face of the global technology industry."

In other pre -show news, CEA released its Global CE Sales and Forecast. According to new data from CEA and Gfk, consumer electronics sales worldwide in 2010 will generate $681 billion in retail revenue.

On Tuesday evening, the 6th annual CES Unveiled: The Official Press Event of the International CES kicked off the pre -CES media events at The Venetian. The event hosted a record number of more than 1,000 media. With 67 exhibitors, including Lenovo, Logitech, Parrott and Samsung Mobile, CES Unveiled featured the latest technology innovations including 3D TV, Netbooks, eBooks and robotic devices.

Product announcements continued on Wednesday with CES Press Day, featuring 14 exhibitor press conferences. CES exhibitors making new product announcements included LG, which announced an Ultra Slim 6.9 mm LED TV; Toshiba, which introduced CELL TV, converting all content from 2D to 3D; and Panasonic, which announced the world's largest - 65 inch - plasma 3D HDTV.

Steve Ballmer, CEO of Microsoft Corporation, delivered his second pre -CES keynote on Wednesday evening at the Hilton Center. Ballmer focused on the importance of changing screens for the television and PC, cloud computing across multiple platforms and the evolving natural user interface. Ballmer, along with Ryan Asdourian, senior product manager for Windows, showed off a wide variety of innovative Windows 7 -compatible PCs and software.

Next, Robbie Bach, president of Microsoft's Entertainment and Devices Division, discussed the exclusive content available in 2010 on the XBOX Live console. Bach wowed the audience by saying the popular video game series Halo will come out with a new title, Halo Reach, in the fall of 2010. Microsoft also announced that Project Natal, its revolutionary new video game that requires no game controllers, will be in stores by the holiday 2010 season.

For the latest news and developments from the 2010 International CES, visit .

About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $165 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also sponsors and manages the International CES - Where Entertainment, Technology and Business Converge. All profits from CES are reinvested into CEA's industry services. Find CEA online at

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