CES 2009

Cisco CEO John Chambers during his keynote speech at CES 2009.

(Credit: Sarah Tew/CNET Networks)

LAS VEGAS--Two of the tech industries biggest champions for using technology to eliminate poverty in the developing world took the stage at the Consumer Electronics Show here on Friday for the final keynotes of the conference.

The message that the executives brought to the crowd at CES was simple: Technology is key to improving the lives of billions of poor people throughout the world. Intel Chairman Craig Barrett and Cisco Systems CEO John Chambers have each received awards and have been lauded for their work in helping fight poverty throughout the world.

Barrett took the stage first, where he promoted Intel's newly formed program called Small Things Challenge, a partnership the company announced this week with microfinancing firmKiva.org and Save the Children.

As part of this campaign, which is raising funds for Kiva and Save the Children, Intel has promised to donate 5 cents for every person who visits the Smallthingschallenge.com Web site, to push for development and education in emerging countries. And Intel plans to provide up to $300,000 a year for the project.

During the keynote, Barrett provided several examples of how technology, including the new third generation Classmate PC Netbook, which uses Intel's low-power Atom chip, can help improve the lives of people living in poor countries. And he urged everyone in the audience to contribute to Kiva and Save the Children.

"You travel and see the impact that technology and your donations can have on children's lives," he said. "Whether it's Kiva or Save the Children, it's a small step toward making the world a better place. But each and every one of us can play a role."

Adam Duritz of Counting Crows joins Intel Chairman Craig Barrett on stage at CES 2009.

(Credit: Marguerite Reardon CNET News/CBS Interactive)

Intel has enlisted the help of several celebrities to get the word out about the Small Things Challenge. And two of the celebrities supporting the effort, joined Barrett on stage, Adam Levine of Maroon 5 and Adam Duritz of Counting Crows.

Chambers didn't need star power when he took the stage later in the afternoon. The charismatic executive walked among the crowd like a Southern preacher at a church revival. But his message was less about philanthropy and giving back as an individual, and more about how developing countries can implement technology to pull themselves out of poverty.

He started off describing what he considers the "pillars of national competitiveness" that will make developing nations more prosperous. The pillars are education, infrastructure, innovation, the ability to identify market transitions, a supportive government, and collaboration.

He said technology is important to developing nations because it helps drive economic growth, create jobs and improve productivity. And he said it could help improve the quality of life of people, especially when it comes to health care.

Chambers likened developing countries to businesses, and he compared his own company's successes in growing its business over the years to what countries must do to improve the lives of their citizens. He said that countries, like companies, need to look out for market transitions. But he also said that they need to have a clear vision of where they want to go, and they must be able to execute on that vision. What's more, new ideas need to be able to scale as well as be sustainable.

"Emerging countries are like companies," he said. "And they can follow the same path toward success. You must be able to execute. But you can't have speed without vision. And catching market transitions determines whether a company or a country is successful."

Intel Chairman Craig Barrett during his keynote address at CES 2009.

(Credit: Corinne Schulze/CNET Networks)

LAS VEGAS--Cisco Systems plans to focus on the consumer market a lot more in the next three to five years, the company's CEO John Chambers said Wednesday during the company's press conference at the Consumer Electronics Show.

John Chambers, Cisco Systems CEO

(Credit: Cisco Systems)

This increased focus will likely mean a "steady stream of product announcements, partnership announcements and acquisitions" from the company as it grows this market, Chambers said.

Cisco initially got into the home networking business in 2003 with its acquisition of Linksys and it increased its presence a couple of years later with the acquisition of set-top box maker Scientific Atlanta. With these products as the corner stone of its consumer business, Cisco claims it has sold some 160 million home routers and set top boxes.

But Chambers said the company plans to make a much more aggressive push moving forward, especially over the next 12 months.

"We are really committed to this market and we're putting the whole company behind it," he said. "We will be very aggressive."

Chambers said he hopes to grow Cisco's consumer business to between $5 billion and $10 billion over the next few years.

Cisco has been talking about increasing its presence in the home for more than a year. And Wednesday it announced new home networking products and a bold new service designed for big media companies to help bring more rich content to consumers.

The first set of products come from the Cisco's Linksys home-networking business unit. And they're designed to let consumers share music throughout their home. The Wireless Home Audio system sends music over a standard Wi-Fi network to speakers in multiple rooms. The bundle of products, which starts at about $999 for two rooms, even allows music from Apple iPods and iTunes to be accessed through a single controller and played throughout the home.

Cisco also introduced a new Media Hub, a storage device that allows people to access content remotely over the Internet. The product, which comes in different storage capacities up to 500 gigabytes, starts at $299. In addition to providing remote access, the Media Hub provides back-up of digital files, such as photos and music.

And in an effort to help big media and entertainment companies provide richer interactive content to consumers, Cisco announced its new Eos hosted software platform. Cisco will offer the Eos technology as part of a service, which media and entertainment companies will use to create, manage, and grow online communities. The idea is to streamline the process for building new Web sites, while also allowing media companies to add interactivity and social-networking components.

Chambers said that more is to come over the next several months. But he emphasized that Cisco's focus on consumer electronics is not just about individual products, but about building a platform and an architecture that can be sustained in the future.

For all its fervor, Cisco's consumer ambitions may not be so easy to achieve. The consumer electronics market is full of competitors. For example, the home audio system that Cisco announced Wednesday is very similar to what's already offered from Sonos. And there are plenty of companies already offering media hubs. What's more Cisco's pricing is not much different from its competitors.

Additionally, Cisco is still struggling to provide a consistent brand to the market. Today's new products for the home are branded Linksys by Cisco. But the company is in the process of migrating its branding solely toward Cisco.

"Cisco is the main brand," said Ned Hooper, senior vice president of corporate development for Cisco's Consumer Business Group. "But we also have existing brands that have generated significant value. So Linksys will be a family brand."

Correction: An earlier version of this story misstated that technology from the Five Across acquisition was the foundation for the new Eos service. It is not.

LAS VEGAS --Two years after it first started courting big media companies, Cisco Systems will finally launch a new product to help these companies harness the power of social networking and connect their brands to fans.

On Wednesday, Cisco will kick off the Consumer Electronics Show here by announcing Eos, a hosted software platform that allows media and entertainment companies to create, manage and grow online communities. Through Eos Cisco has compiled technology tools and slapped on an easy to use interface to make building and customizing Web sites easy. But most importantly, it's bundled into the software, technology that will allow media companies to build interactive Web sites so that fans can connect with musicians, TV shows, movies, or whatever brand a media company wants to promote.

Cisco first began looking for ways to help big media companies late in 2006, when it created the Media Solutions business unit. The idea was to develop and market products to digital media content owners. In February last year, the company bought a startup called Five Across, which developed social networking software.

Dan Scheinman, the Cisco executive behind Eos, believes that the new software platform addresses one of the biggest problems that media companies face today.

"The reality is that media is so disrupted by digital technology," he said. "Fans are looking for ways to connect to their favorite artists or TV shows and they are seeking out communities, but the media companies have been slow to provide this for them. Eos is centered around community and allows fans to participate."

The service provides tools that allow media companies to create blogs, live chats, message boards, rating and ranking systems.

Scheinman believes that social networking is the most important way for marketers and big media companies to reach consumers. Consumers are using sites such as YouTube and Facebook to share media, like videos, music and pictures. He also believes that media companies can combat piracy by offering fans an interactive experience through their own branded Web sites.

"In many ways digital destroys the value proposition for media," Scheinman said. "Other people can rip off the content and monetize it, aggregate it, and take pennies for it."