Microsoft have announced that their attendance at CES 2012 will be their last, where on January 9 at 6:30PM, CEO Steve Ballmer will give his third keynote speech. Microsoft will continue to attend to connect with partners and customers, but won't deliver a keynote or schedule a booth.
Microsoft have explained that CES simply doesn't gel with its marketing strategy. Microsoft asks:
What's the right time and place to make announcements? Are we adjusting to the changing dynamics of our customers? Are we doing something because it's the right thing to do, or because it's the way we've always done it?
Answering, they said:
Our product news milestones generally don't align with the show's January timing.
Microsoft have enjoyed a 20-year working relationship with the Consumer Electronics Association and despite the decision to not put in as much effort as they do, will continue working with that relationship. Microsoft will now take an Apple/Google path, as they both avoid CES as they like to offer direct communication, which is something Microsoft will now do.
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