Leica Confirms It Will Not Attend PMA 2010

Oct 19, 2009
By Dan Havlik, PDN's Technology Specialist

Leica logo

Leica confirmed to PDN Gear Guide this morning that the company will not be attending PMA 2010 in Anaheim, CA in February.

"Leica has decided to focus more on consumer events and has decided to not exhibit at PMA 2010," Christian Erhardt, vice president of Leica's Marketing Photographic Division told PDN Gear Guide in an email.

Erhardt added, however, that Leica plans to attend "all other trade shows" including photokina 2010 in Cologne, Germany next September. Another website had erroneously said Leica would not attend photokina, he noted.

Leica's decision not to attend PMA 2010 is another blow to PMA, which is one of the world's largest photo trade shows. Canon USA announced in September that it was pulling out of PMA 2010.

Several major photo manufacturers contacted by PDN Gear Guide, including Nikon, Fuji, Olympus, Panasonic and Kodak all said they still planned to attend PMA 2010. Several others, including Sony, Samsung, and Pentax did not respond to the query.

(UPDATE: According to a press release from PMA, major manufacturers returning to PMA 2010 include Casio, HP, Lowepro, Noritsu, Sigma, Pentax, Samsung, Tamrac, Tamron, Sony and others. Conference and hotel registration for PMA 2010 has also officially begun. For more info, click here.)

In an interview with PDN Gear Guide in September, Eliott Peck, Canon USA's Vice President and General Manger, said the decision to bow out of PMA 2010 resulted from "changes in the industry" including the "convergence of technologies" and faster product life cycles. He also said the move of the show from Las Vegas, NV to Anaheim was a contributing factor.

Canon says it will be attending the Consumer Electronics Show (CES) in Las Vegas in January along with photokina.

The news that Leica would not be attending PMA 2010 was first reported by Leica Rumors. Leica Rumors cited a letter sent by Leica US to its dealers network, the text of which is below.

Dear Ladies and Gentlemen,

Leica Camera has reevaluated our participation in trade shows. For 2010, we have decided that the focus should be on consumer events to give customers the opportunity to experience our latest products. This move is also in line with Leica’s goal to introduce products closer to the delivery dates and consistent with product lifecycles.

In keeping with this focus, Leica Camera has decided not participate in next year’s PMA show in Anaheim, CA. This decision is not related to budget cuts or reduction in trade show appearances. We will continue to participate in shows such as Photo Plus Expo in New York City, which has been for years, one of Leica’s key shows to present new products for the first time in the USA. Leica Camera will be at this year’s Photo Plus Expo from October 22nd through October 24th at the Jacob K. Javits Convention Center. Customers will get to experience the LEICA M9, LEICA S2 and LEICA X1 first hand.

(The Nielsen Business Media Photo Group, which publishes PDN, runs a trade show as part of the PhotoPlus Expo. As the letter above confirms, Leica will be attending PhotoPlus Expo this week in New York City.)

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