Ok this is the news so far...
9:05 am EDT: Attendees are just starting to filter into the conference space and the show is set to begin soon.
9:15 am: The place is still filling up. Time to sheperd the nerd herd into their seats.
9:19 am: NOA VP of marketing Perrin Kaplan has taken the stage to talk about the three near-simultaneous events in Tokyo, London, and here in New York. Now she's introducing the man everyone wants to hear from: newly anointed NOA president Reggie Fils-Aime.