Africa could soon have its own major international consumer electronics shopping expo based on the same model as that of Dubai’s GITEX Shopper and Singapore’s SITEX events.
International media group Hypenica plans to unveil an event next year called the Consumer Electronics and Technology Experience or CETX. Two sets of CETX are scheduled to take place from April 19-21, 2013 at Johannesburg’s Sandton Convention Centre and from July 19-21, 2013 at the Cape Town International Convention Centre.
Hypenica officials say the events are planned to feature electronics ranging from the latest television sets, tablets, cameras, mobile phones, laptop computers, home entertainment systems and appliances. Major electronics firms such as Toshiba and Sharp have already expressed interest in participating in the show, according to Hypenica.
Moreover, the events’ organisers say they are hoping to attract up to 10,000 visitors at each venue in Cape Town and Johannesburg. Hypenica says that, at this stage, the company is not sure about how many exhibitors it could have at CETX next year.
However, if the event does manage to attract 10,000 visitors it would still be dwarfed by the likes of Dubai’s GITEX Shopper, which last year recorded a whopping 169,000 visitors according to organisers.
But CETX show director Shubir Khattau, who has previously been part of the GITEX organising team, says the decision to launch tech events in South Africa next year comes as demand for consumer shows in the country is increasing.
According to the Exhibition and Event Association of Southern Africa, there has been a 10% increase in the number of consumer shows since last year. Furthermore, 65% of their members have reported an increase in foot traffic at their events.
And launching a consumer electronics expo in the country could boost sales of gadgets, says Khattau.
“This has been a successful model in leading global cities like Dubai and Singapore,” Khattau tells ITWeb Africa.
“A lot of the leading brands and retailers have been wanting an organiser to put up a show concept like this as they have seen that shows like this actually help increase consumer electronics spending in the cities in which they are organised.
“In fact, shows like this are now the most important sales period of the year for leading brands and retailers,” he adds.
However, CETX is not going to be the first or only consumer electronics show ever to be held on the continent.
Gaming expo rAge, which is taking place in Johannesburg next month, also serves as an electronics consumer show, and it attracted over 26,000 visitors last year according to its organiser Michael James.
ITWeb also used to host the DigitalLife Expo, which until recently has been discontinued.
James tells ITWeb Africa that the events business in Africa, especially for tech shows, is tough.
“In a nutshell I’ve seen plans for expos come and go over the years and very few actually turn into anything tangible because it’s a difficult and expensive business to start,” he tells ITWeb Africa.
He adds that he will reserve judgement on CETX until it actually materialises. But he is sceptical of the marketing approach that CETX organisers have taken prior to the event.
CETX has incorrectly claimed on its sales brochure that it “is the first event of its kind” while there are and have been consumer electronics shows in South Africa.
“There’s no track record and I don’t really buy into any of the hype on the website and the sales brochures,” adds James.
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