Power it!
Spring 09 Sales Meeting
October 7th, 9th, 2008
Orlantha Boeker
© 2007 Kensington Computer Products Group, a division of ACCO
Brands
Agenda
1. Category Objective
2. Market Trends
3. The Power Story
4. Marketing tools
5. Call to Action
6. Questions
Objective
Objective
smart made simple
Become clear leader in third
party notebook and mobile
device power solutions
TM
Market Trends
Market Trends – Notebook & Mobile Device
Accessories
Mobile Power Market Size
(Year to date)
$250,000,000
+23%
$200,000,000
$150,000,000
$100,000,000
$50,000,000
$0
Aug-07
Source: NPD
Aug-08
Market Update
Total Power Revenue Share
$20,000,000
$18,000,000
$16,000,000
$14,000,000
Revenue
$12,000,000
AC
Inverters
AC-DC
DC
Accessories
$10,000,000
$8,000,000
$6,000,000
$4,000,000
$2,000,000
Month
Source: NPD
Aug
-08
08
Jul-
Jun
-08
8
Ma
y-0
8
Apr
-0
Ma
r-08
Feb
-08
Jan
-08
-07
Dec
-07
Nov
-07
Oct
Sep
-07
Aug
-07
07
Jul-
Jun
-07
7
Ma
y-0
7
Apr
-0
Ma
r-07
Feb
-07
Jan
-07
$0
Market Trends – Notebook & Mobile Device
Accessories
3rd party brand sales (Aug '08 YTD)
$50,000,000
+27%
$40,000,000
$30,000,000
+18%
$20,000,000
+5%
$10,000,000
+21%
-45%
$Targus
Source: NPD
Kensington Igo/Mobility
Belkin
APC
Market Trends – MP3 Chargers
MP3 Chargers (Aug '08 YTD)
$1,191,309
$1,486,679
AC Adapter/Chargers
$12,761,126
Car Chargers
Battery
$41,316,617
Source: NPD
Total $57M sub-category
Dock/Car Charger
Combo
“1.2B mobile devices units sold
to consumers in 2007
worldwide.”
Punchline:
Consumers need Power!
Source: Gartner Market Trends Reshaping Mobile Device Markets WW 2008-2009
Category Wins in Q4
THANK YOU!!!
Creating 4ft power
section - Adding 2 power
adapters (38030, 38031)
2008 Retailer of the Year introducing Power Center
Endcap to all 21 stores in
Q4 ’08!
Grand opening Staples Best Tech store
featuring KTG mobile power products
What’s our plan?
Obj: Top 3rd party brand in mobile power
Positioning
– Position Kensington as the leader in power solutions (notebook
adapters and mobile device chargers)
Strategy (b2c)
– Expand distribution with our complete line up of mobile power
solutions
– Use new Ultra Thin adapters as hero product & Energy Star to
position KTG as leader in press / channel / influencers
– Become retail category leader to increase in-store exposure /
visibility with a power center destination
The Power Story
Mobile Power Solutions:
Chapter 1: Notebook Power Adapters
Chapter 2: Mobile Device Chargers
Target User Environments
Travel
Out & About
Home
Office
Why to Buy?
I need a cell phone charger.
My battery died.
I want to consolidate my adapters.
I forgot my power adapter.
Finding the right fit
Consumers consider the following things when shopping for
power:
– Is it compatible with my notebook?
– Is it easy to set up?
– Is it bulky, bulgy, or heavy?
– Are there a lot of messy cords?
– Does this reduce the number of wall
adapters to carry?
– How much juice/charge does this give?
– How much does this cost?
Choose Kensington.
It’s Easy.
It’s Simple.
It’s Smart.
Notebook Adapters - Differentiating Features
Simple to set up
> 90% compatibility
Color-coding for easy
set up
Voltage controlled inside
adapter, not the tip
Built-in USB port
The POWER of ENERGY STAR
ENERGY STAR is the highest level of power
efficiency
On average, 30% more efficient than
conventional adapters
Lighter and smaller in size
Energy Star – What is it?
A voluntary label designed to identify and
promote energy-efficient products to reduce
greenhouse gas emissions.
Label provided on household and business
products that deliver the same or better
performance as comparable models while
using less energy and saving money.
Energy Consumption
Electricity use by consumer electronic products is
responsible for 15% of household electricity use.*
Clocks and remote controls still use power
when in “standby” mode. U.S. households
spend $100 per year to power devices while
they are in this "standby" power mode.
In 2007, Americans saved $16B on utility bills
with energy star products avoiding greenhouse
gas emissions = to 27M cars.
*Source: ENERGY STAR Factoid Worksheet for 2008, EIA Table 4_residential elec end use 2008,
personal communication with John Cymbalsky at EIA (6/4/08), and "Energy Consumption by Consumer
Electronics in U.S. Residences," Tiax, January 2007.
Power Adapter Energy Usage Stats
1.5B
30% 11%
800k 300B
1.5B external power adapters are in use in the U.S.
(about five for every person)
300B kWh/year flows through all types of power supplies in U.S. homes.
11% of the U.S. national electric bill can be attributed to power adapter use.
Left unchecked, small appliances and consumer electronics
products will account for 30% of the U.S. household electricity
bill in 2010.
Energy Star guidelines for power adapters will help save over 5B kWh of
energy, preventing the release of 4M tons of greenhouse gases and
equivalent to taking 800k cars off the road.
Power Adapter Core Line
Home/Office
Travel/Out & About
Best
K33403US
Wall/Auto/Air Notebook Power Adapter with
USB Power Port ($129.99)
K38031US
Wall/Air Ultra Thin Notebook
Power Adapter
($139.99)
Better
K33402US
Wall Notebook Power Adapter with USB Power
Port ($99.99)
K38030US
Wall Ultra Thin Notebook
Power Adapter
Good
($119.99)
K33404US
Wall Notebook Power Adapter
($89.99)
simple,
safe & portable
productive, reliable &
packable
Wall/Air Ultra Thin Notebook Power Adapter
idea: The power to travel light.
Sleek, slim design ideal for
travel “flight friendly”
Travel Pack includes:
i)
EmPower® charging cable,
ii) Mini-USB charging cable,
iii) Nylon Pouch
USB power port,
simultaneous charging
SKU - K38031US
Street Price: $139.99
Available: Jan ‘09
Compatible with >90% of
notebooks
Wall Ultra Thin Notebook Power Adapter
idea: The power to travel light.
Sleek, slim design ideal for
travel
USB power port,
simultaneous charging of
notebook and mobile
device
Compatible with >90% of
notebooks
SKU - K38030US
Street Price: $119.99
Available: Jan ‘09
Wall/Auto/Air Notebook Power Adapter w/USB
idea: The one power adapter, wherever you go.
Auto/Air adapter included
USB port for dual
charging devices
Wall/Auto/Air usage
Compatible with >90% of
notebooks
SKU - K33403US
Street Price: $129.99
Available: Now
Wall Notebook Power Adapter w/USB
idea: Reliable power for your notebook and mobile devices.
USB port for dual
charging devices
Wall only
Compatible with >90% of
notebooks
SKU - K33402US
Street Price: $99.99
Available: Now
Wall Notebook Power Adapter
idea: Reliable power for your notebook.
Best OEM replacement
Wall only
Compatible with >90% of
notebooks
Top selling sku
SKU - K33404US
Street Price: $89.99
Available: Now
The POWER of Kensington
Unique dual charging capability – USB
port
First to market “Green” power
adapters
+90% compatibility
Blackberry ready with included mini
USB cable ( Best Selling Smartphone
for business)
30% thinner and 22% lighter than 90W
OEM adapter
Power
Adapters
K33197US
$149.99
Wall/Auto/Air Ultra Portable Notebook Power Adapter
EOL
K33030US
$139.99
Wall/Air Ultra Thin Notebook Power Adapter
Price Point
K33403US
$129.99
Wall/Auto/Air Notebook Power Adapter with USB Power Port
K33031US
$119.99
Wall Ultra Thin Notebook Power Adapter
K33336US
$119.99
Wall Ultra Portable Notebook Power Adapter
K33402US
$99.99
Wall Notebook Power Adapter with USB Power Port
K33404US
$89.99
Wall Notebook Power Adapter
Sept
Oct Nov Dec
Jan 09 Feb Mar
Internal Roadmap – Company Confidential
Apr May Jun
Mobile Device Chargers
We do more than notebook adapters.
Gadget stats
Install base of 3.2B mobile phones worldwide in
2007
U.S. sales of Smartphones +84% ending July
2008, total 9M units, or $1.7B
200M units iPod install base
75M digital cameras will have sold in U.S. by the
end of 2008
Users need to recharge their devices!
Source: Gartner, InfoTrends, Apple, NPD
Portable Power Pack for Mobile Devices
idea: Hours of power. Anytime, anywhere.
Compact, rechargeable
battery pack for USB
devices
Recharge via notebook
USB or AC adapter
LED battery gauge
Lithium-Polymer battery
SKU - K38021US
Street Price: $59.99
Available: Now
Rechargeable Pocket Booster for Mobile Phones
idea: A jolt of juice for your mobile phone
Up to 3hrs of extended talk
time
Uses 2-AAA rechargeable
batteries – “eco-friendly”
Dual use - batteries can
power other devices
USB Port
SKU – K38036US
Street Price: $24.99
Available: Feb ‘09
Complements USB Power
Tips (sold separately)
Ultra Portable Power Inverter 150
idea: A mobile wall outlet for the car or plane.
150W of AC power
Works in the car and the
airplane
Built-in safety features
SKU - K33362US
Street Price: $69.99
Available: Now
Auto Power Inverter with USB Power Port
idea: A wall outlet for your car.
90W of power
USB and AC power ports
Simultaneous power and
charging dual devices
Built-in safety features
SKU - K38022US
Street Price: $39.99
Available: Now
4-Port USB Charger for Mobile Devices
idea: Recharge, four devices at a time.
Charge up to four mobile
USB devices from one AC
outlet
Eliminates wall clutter
Compact – doesn’t block
other AC outlet
Complements USB Power
Tips (sold separately)
SKU – K38035US
Street Price: $29.99
Available: Now
Portable Power Outlet
idea: Turn one outlet into five.
Power and charge up to
five mobile devices
3 wall outlets/2 USB power
ports
Slim and lightweight
Built-in surge protection
SKU - K38032US
Street Price: $24.99
Available: Now
International Plug Adapter w/USB
idea: The Worldwide Wall/AC Adapter.
Compact, 1-piece design
Slide-out power plugs to
charge electronic devices
Works in over 150
countries
Built-in safety features
SKU - K33346US-CL/ K33117
Street Price: $29.99/ $19.99
Available: Now
Auto Power Adapter with USB Power Port
idea: Power your mobile devices in the car.
Uses 12V power port to
charge USB mobile
devices
Built-in safety fuse
Complements USB Power
Tips (sold separately)
SKU - K33418US
Street Price: $9.99
Available: Now
USB Power Tip Packs
idea: Powering your mobile devices is now simple and easy.
PDA/SmartPhones: (3 tip packs)
K24516 - USB Power Tip for RIM® Blackberry®
K24517 - USB Power Tips for Palm® Mobile Devices*
K24518 - USB Power Tips for HP® iPaq™ Pocket PC
Cell Phones: (5 tip packs)
K24511 - USB Power Tips for Motorola® Cell Phones
K24512 - USB Power Tips for Nokia® Cell Phones
K24513 - USB Power Tips for Samsung® Cell Phones
K24514 - USB Power Tips for LG® Cell Phones
K24515 - USB Power Tips for Sony® Ericsson Cell Phones
Media Players: (2 tip packs)
K22029 - USB Power Tips for Creative® Portable Media and
MP3 Players**
K22030 - USB Power Tip for Apple® iPod®
SKU – K2xxxx
Entertainment: (1 tip pack)
K22028 - USB Power Tips for Nintendo® Game Boy™ and
Sony® PSP™
Street Price: $14.99-$19.99
Available: Now
*TREO Smartphone and Palm Handhelds
USB Power Tip Packs gives you flexibility to
charge with any USB device!
1) via Kensington notebook adapter
2) via Kensington Auto Power Adapter with USB
3) via notebook USB port
4) via other USB devices
Car Charger Deluxe for iPhone & iPod
idea: Arrive at your destination fully charged.
Adjustable gooseneck and arm
holders
Cradle rotates for horizontal
viewing
Powers and charges iPhone
and iPod models
3.5mm Auxiliary cable included
SKU - K33433US
Street Price: $49.99
Available: Now
Car Charger for iPhone & iPod
idea: Arrive at your destination fully charged.
Detachable USB power
and charging cable
LED Power indicator
Built-in safety fuse
SKU - K33410US
Street Price: $19.99
Available: Now
International Travel Charger for iPhone & iPod
idea: The charger for iPhone and iPod that works wherever you travel.
Works in over 150
countries
Interchangeable plugs
Detachable USB to 30-pin
connector
SKU – K33435US
Street Price: $39.99
Available: October ‘08
Rechargeable Battery Pack & Charger for
iPhone and iPod
idea: Hours of power. Anytime, anywhere.
Extends: iPhone - 6hrs talk,
iPod touch - 55 hrs of music,
14 hours of video
1800mAH Lithium Polymer
rechargeable battery pack
Includes AC adapter and
iPod charging cable
SKU - K33396US
Street Price: $69.99
Available: Now
Mini Rechargeable Battery Pack and Charger
for iPhone and iPod
idea: Keep on talking, keep on rocking.
Rechargeable battery pack
Extend play/talk time – 9 hours
music, 6 hours video, 3 hours of
talk
Includes retractable USB
re-charging cable
SKU – K33442US
Street Price: $49.99
Available: Now
Power and Sync Cable for iPhone and iPod
USB to 30-pin connector
Charges all iPod models
with dock connector (except
3rd generation)
SKU - K33444US
Street Price: $14.99
Available: Now
Mobile Device Power Charger
K38021US
$59.99
Portable Power Pack for Mobile Devices
Price Point
K33346CL-US
$29.99
Travel Plug Adapter with USB Charger
K38035US
$29.99
4-Port USB Charger
K38032US
$24.99
Portable Power Outlet
K38036US
$24.99
Rechargeable Pocket Booster for Mobile Phones
K33117
$19.99
International Plug Adapter
K33418US
$9.99
Auto Power Adapter with USB Power Port
Sept
Oct Nov Dec
Jan 09 Feb Mar
Internal Roadmap – Company Confidential
Apr May Jun
Price Point
Mobile Device Power Chargers
K24511US
$19.99
K24512US
K22030US
USB Power Tip Pack
K24513US
K24514US
K24515US
K24516US
K24517US
K24518US
K22028US
K22029US
$14.99
USB Power Tip Pack – 8 packs
Sept
Oct Nov Dec
Jan 09 Feb Mar
Internal Roadmap – Company Confidential
Apr May Jun
K33396US
$69.99
Battery Pack and Charger for iPhone/iPod
iPhone/iPod
Chargers
K33442US
$49.99
Mini Battery Pack and Charger for iPhone/iPod
Price Point
K33433US
$49.99
Car Charger Deluxe for iPhone and iPod
K33435US
$39.99
Travel Charger for iPhone/iPod
K33410US
$19.99
Car Charger for iPhone and iPod
K33444US
$14.99
Power and Sync Cable for iPhone/iPod
Sept
Oct Nov Dec
Jan 09 Feb Mar
Internal Roadmap – Company Confidential
Apr May Jun
The POWER of Kensington
Unique dual charging capability – USB
port
Consolidates multiple wall chargers
USB tips for most cell phones
Blackberry ready, Works with iPhone,
Made for iPod
Portable and lightweight
Universal for most mobile devices
Marketing Tools
Competitive Landscape
New Products Flyer
Spec sheets
Flash demos
Website updates
Promotional plans
PR Plan
New PowerCenter – initial concept
Team Deliverables Checklist?
Objective and Strategy
Spring 09 Storyboard
Product Training
Marketing tools
–
–
–
–
PR Plan
Promotion Plan
Sell Sheets
Flash demo
Action items – execute3
What we need from you…
Present Kensington as category
leader with power center
destination/solution
Gain new placement with power
center merchandising plan
Create training and
merchandising strategy by
account
Category Sku List
P/N
Description
Notebook Adapters
K33197US
Wall/Auto/Air Ultra Portable Notebook Power Adapter
K38031US
Wall/Air Ultra Thin Notebook Power Adapter
K33403US
Wall /Auto/Air Notebook Adapter w/USB Port
K38030US
Wall Ultra Thin Notebook Power Adapter
K33336US
Wall Ultra Portable Notebook Power Adapter
K33402US
Wall Notebook Adapterw/ USB Port
K33404US
Wall Notebook Adapter
Inverters
K33362USC Ultra Portable Inverter
K38022US
Auto Power Inverter with USB Power Port
Mobile Device Chargers
K38021US
Portable Power Pack for Mobile Devices
K38035US
4-Port USB Charger for Mobile Devices
K33346US-CL Int'l Travel Plug Adapter w USB Charger
K38032US
Portable Power Outlet
K38036US
Rechargeable Pocket Booster for Mobile Phones
K33117
Int'l Travel Plug Adapter
K33418US
Car Adapter with USB port
Street
Price
$149.99
$139.99
$129.99
$119.99
$119.99
$99.99
$89.99
$69.99
$39.99
$59.99
$29.99
$29.99
$24.99
$24.99
$19.99
$9.99
Category Sku List
Street
Price
P/N
Description
USB Tip Packs
K24511US
USB Power Tips for Motorola® Mobile Phones
$ 19.99
K24512US
USB Power Tips for Nokia® Mobile Phones
$ 19.99
K24513US
USB Power Tips for Samsung® Mobile Phones
$ 14.99
K24514US
USB Power Tips for LG® Mobile Phones
$ 14.99
K24515US
USB Power Tips for Sony® Ericsson Mobile Phones
$ 14.99
K24516US
USB Power Tips for RIM® Blackberry®
$ 14.99
K24517US
USB Power Tips for Palm® Mobile Devices
$ 14.99
K24518US
USB Power Tips for HP® iPaq™ PocketPC
$ 14.99
K22029US
USB Power Tips for Creative® Zen™ Portable Media Player and$MP3
14.99
Player**
K22030US
USB Power Tips for USB Power Tip for Apple® iPod®
$ 19.99
K22028US
USB Power Tips for for Nintendo® GAME BOY™ and Sony® PSP™
$ 14.99
Portable Gaming Devices
iPhone/iPod
Chargers
K33396US
Battery Pack and Charger for iPhone and iPod
$69.99
K33433US
Car Charger Deluxe for iPhone and iPod
$49.99
K33442US
Mini Battery Pack and Charger for iPhone and iPod
$49.99
K33435US
Intl Travel Charger for iPhone/iPod
$39.99
K33410US
Car Charger for iPhone and iPod
$19.99
K33444US
Power and Sync Cable for iPhone/iPod
$14.99
Questions?