Transcript Kensington Credentials

Connect it!
U.S. Sales & Marketing Meeting
October 2008
Leonard Tsang
© 2007 Kensington Computer Products Group, a division of ACCO
Brands
Agenda
1. Category Objective
2. Market Trends
3. Category Storyboard
4. Marketing tools
5. What we need from you
6. Questions
Objective
Objective
smart made simple
B2B: Solidify market leadership in 3rd
party universal docking solutions
B2C: Continue to build connect category
for consumer
TM
Market Results
Connect It! is a $200MM+ category. Overall, the category is -5% vs. YAG
* These figures include docking stations and port replicators only
Connect It! Category Dollar Sales (vs YAG) *
-5%
$250,000,000
$200,000,000
$150,000,000
$100,000,000
$50,000,000
$0
2007
Source: NPD YTD August 2008 (vs. YAG) – Docking Stations and Port Replicators
2008
The docking station market is dominated by OEM (90%+ market share)
Docking Station Dollar Share
Targus, 0.9%
Sony, 1.1%
Motion Computing,
1.3%
All Other, 4.2%
Kensington, 1.3%
Hewlett Packard,
31.7%
Lenovo, 59.3%
Source: NPD YTD July 2008. Lenovo Enhanced Port Replicator not included. Lenovo sku valued at $3MM annually
Bulk of Kensington docking stations are sold through B2B
KTG Docking Station Tradeclass Contribution
Retail, 13%
B2B, 87%
Source: NPD YTD August 2008
Within 3rd Party docking solutions however, Kensington dominates the market
3rd Party Docking Station Dollar Share
(vs YAG)
All Other,
18.8%
(-1%)
Kensington,
43.0%
(+14%)
Belkin, 10.1%
(-4%)
Targus, 28.1%
(-8%)
Source: NPD YTD August 2008
However, we have not only been
successful in docking solutions
2008 Major Wins
OEM
– Lenovo-branded docking solutions: $3MM+ in 2008
– Lenovo-branded Dual Monitor Adapter: $2MM of ’09 revenue
Retail
– Share central win @ BBY
– Media Share Cable win @ Apple
– Continued strong sell-through of BT adapters @ Circuit City
What’s our plan?
Objective:
B2B: Solidify market leadership in 3rd party universal docking solutions
Positioning:
– Kensington offers the broadest and most advanced solutions for the OEM
market
Strategy
– Use WUSB as hero product to showcase technology & category
leadership
B2C: Continue to build connect category for consumer
Positioning:
– Kensington is the leader in “Smart made Simple” connect solutions for
home
Strategy
– Drive awareness of / create demand for our consumer sharing solutions
The Connect It!
Story
Target User Environments
Office
Home
Consumer Pain Points…
There is so much cable clutter in
my home office!
I want my home office to still
look like it is part of my
home. So many mobile
accessories make my home
office look like…my office!
Give me a
solution that is
easy to set-up
and RELIABLE!
Source: One & CO Connect It Research & Positioning, 3/07
2009 Focus Skus
Strategy 1: B2B: Use WUSB as hero product to show technology & category leadership
First USBIF-certified docking station
–
At least 6 months ahead of competition
Ultimate user experience
–
–
–
–
–
–
Get in range, and your legacy peripherals come to life
Streams Audio AND Video from laptop wirelessly
DVI out, supports up to 23 inch widescreen displays
Dual View button for easy mgmt of screen modes
5 USB2.0 ports: 1 in front, 4 in back
Same space-saving form factor as award-winning SD200v
Use WUSB docking station to showcase/increase awareness of KTG’s
leadership in UNIVERSAL docking solutions
–
Unlike OEM docks, our products work with ALL laptops seamlessly
Understand and influence GTM activities for OEMs
Cross-sell with hardware/monitors to create synergy and improve value
proposition
We have these other great docking solutions as well!
K33367US-A $179.99
Notebook Expansion Dock with Video
MAC Driver
in BETA
• Convenient and seamless 1 USB-plug solution
• Ethernet support
• Video/Audio: VGA out (1280 x 1024), stereo out,
mic-in
• Universal – works with any PC notebook with
USB connection
• 4-port USB hub
• With Mac Beta Driver, works with OSX as well!
K60721US $119.99
sd100s Notebook Docking
Station with Stand
• Convenient and seamless 1 USB-plug solution
• Ethernet support
• Universal – works with any PC notebook with
USB connection
• 4-port USB hub
K33415US $139.99
sd200v Notebook Docking Station with Video
MAC Driver
in BETA
• CES Award-winning form factor saves desk space
and hides wire-clutter
• Convenient and seamless 1 USB-plug solution
• Video/Audio: VGA out (1280 x 1024), stereo out,
mic-in
• Universal – works with any PC notebook with USB
connection
• 4-port USB hub
• With Mac Beta Driver, works with OSX as well!
K33419US $79.99
sd100 Notebook Docking Station
• Convenient and seamless 1 USB-plug solution
• Ethernet support
• Universal – works with any PC notebook with
USB connection
• 4-port USB hub
How do we stack up to our 3rd party competition?
* Updated competitive analysis will be provided
Strategy 2: Retail: Drive awareness of / create demand for our consumer sharing solutions
Focus sku: ShareCentral
Ultimate user experience
–
–
–
–
–
–
Plug and Play, no network set-up required
No more un-plugging and re-plugging shared devices
Devices clearly labeled with interchangeable button plates
Active computer clearly indicated with bright LEDs
Smart Made Simple design eliminates cable clutter
High-speed USB2.0 = fast data access. Can be used to
share data in high-speed with hard drives and flash drives
Leverage BBY success with ShareCentral to gain incremental channel
placements
–
–
BBY ran focus groups: ShareCentral tested extremely favorably
BBY running page up during October
Explore x-selling opportunities: printers/hard drives…etc.
Category training for in store reps – why do consumers need ShareCentral?
Identify market segments within B2B channel and put plan together for launch;
fast follow retail success for awareness push within VARs
How do we stack up to other KVM Switches?
Internal Roadmap
Docking Solutions & Stands
K33920 $229.99
Wireless USB Docking Station
K33367US-A $179.99
Notebook Expansion Dock with Video
(Vista Compatible)
MAC Driver
in BETA
K33415US $139.99
sd200v Notebook Docking Station with Video
MAC Driver
in BETA
K60721US $119.99
sd100s Notebook Docking Station with Stand
K33419US $79.99
sd100 Notebook Docking Station
K60723US $84.99
Notebook Stand with USB Hub
No Software
K60112US $29.99
Easy Riser Cooling Notebook Stand
No Software
K60149A
$19.99
LiftOff™ Portable Notebook Cooling Stand
No Software
Apr May June
July Aug Sept
Oct Nov Dec
Jan Feb Mar
Bluetooth Connectivity
K33348USA $29.99
Bluetooth® USB Adapter 2.0
K33902US
$39.99
Bluetooth® USB Micro Adapter
Apr May June
July Aug Sept
Oct Nov Dec
Jan Feb Mar
Hubs
K33118A $49.99
DomeHub USB 2.0 (7 Ports)
K33366 $39.99
PocketHub 7 Port USB
K33141
$29.99
PocketHub USB 2.0
K33399
$19.99
PocketHub Mini 2.0
Apr May June
July Aug Sept
Oct Nov Dec
Jan Feb Mar
Peripheral Connectivity
33903US $39.99
ShareCentral™ 1
K33900US $59.99
ShareCentra™l 2
K33901US $79.99
ShareCentral™ 5
K33907US $119.99
Dual Monitor Adapter
K33906US $59.99
File transfer cable
for Windows
Apr May June
July Aug Sept
Oct Nov Dec
Jan Feb Mar
Other USB Devices
K33120 $19.99
Flylight 2.0
Apr May June
July Aug Sept
Oct Nov Dec
Jan Feb Mar
Marketing Tools
Competitive
Landscape
New Products Flyer
Spec sheets
Flash demos
Website updates
Promotional plans
PR Plan
What we need from you…
Docking Solutions:
– Understand and influence GTM activities for OEMs
– Cross-sell with hardware/monitors to create synergy
and improve value proposition
– Use CES Design & Innovation award win and
reviews to showcase & create buzz at CES, OEM
and retail accounts
– Leverage WUSB buzz to showcase KTG’s
leadership in docking solutions, and bring
awareness to the entire docking station range
Sharecentral:
– Leverage BBY success to gain incremental channel
placements
– Cross merchandise with printers and other USB
devices
– Category training for in store reps
– Identify market segments within B2B channel and
put plan together for launch; fast follow retail
success for awareness push within VARs
Questions?