Transcript Document

Simplicity At Home
CES 2009
July 16, 2015
Agenda
• Current State – “Connect It”
• Market Trends relating to Opportunity/Issue
• Docking Solutions
• Select Kensington Skus
• Marketing Strategy
July 16, 2015
1
Retailer Perspective on Connect-It
I don’t get it
right away
If I don’t get it,
the consumer
won’t get it
July 16, 2015
Where do I
merchandize
these
products?
How do I
merchandize
these
products?
2
Consumer Perspective on Connect It
Connectivity?
What is
“Connect It?”
Where do I find
“Connect It”
products?
What am I
connecting?
July 16, 2015
3
Connect-It currently is…
Docks & Stands
Hubs and Switches
Bluetooth Adapters
“More”
How do we better organize and message this category?
July 16, 2015
4
Competitive Landscape
“Expand your connectivity”
“Smart made simple”
“Leader in connectivity solutions”
Docks/stands/hubs
mobile acc
Wireless hubs/docks/card
readers/video cards/cables
“SOHO” design:
(S)mall (O)ffice (H)ome (O)ffice
“Making your mobile life easier”
“Designed to move”
“Connectivity”
“Around the Home”
Hubs /docks /ethernet cables
Webcams / risers (Alto) / speakers
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5
Competitive Landscape & Market Opportunity
Shared
“multiple users, multiple computers”
Future
Technology
Driven
Activity
Driven
Current
Dedicated
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“ single user, one or multiple computers”
6
Market Trends
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7
Market Trends
Notebooks continue to dominate PC sales, so Connect-it products
are in demand.
2008 3rd Quarter Personal Computer Sales
Desktop
Computers
45%
Notebook
Computers
55%
Source: IDC 3Q 2008; http://www.msnbc.msn.com/id/27556783/
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Market Trends
The Connect It! Market is $300+MM. However, sales are still mostly
dominated by Distribution and OEM.
This is because the typical retail consumer is unaware and uneducated
on these products.
* These figures only represent sales captured by NPD, understated as Direct to Customer not captured
US Connect It Category Dollar Sales *
$350,000,000
$300,000,000
$250,000,000
Sept’06
Sept’07
$200,000,000
Sept’08
All
Other
$150,000,000
$100,000,000
Retail
$50,000,000
$0
Source: NPD 12MM September 2008 – Docking Stations & Port Replicators only. Does not
include Bluetooth adapters and other sharing devices
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Docking Stations
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10
Market Trends
The docking station market is dominated by OEM (90%+ market
share) = Huge Opportunity for Universal Docking Stations
Docking Station Dollar Share
Targus, 1.0%
All Other, 4.4%
Sony, 1.2%
Motion Computing,
1.3%
Kensington, 1.5%
*
Hewlett Packard,
32.4%
Lenovo, 58.2%
* Includes Kensington OEM
port replicator = $2MM sales
Source: NPD YTD September 2008 (Does not include OEM direct to customer sales)
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11
Market Trends
Within non-OEM Universal docking stations, Kensington dominates
the market
Universal Docking Station Dollar Share
All Other,
11.4%
Belkin, 10.3%
Kensington,
47.2%
Targus, 31.1%
Source: NPD YTD September 2008
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What is the big deal about docking
solutions?
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13
Increasing notebook users = increasing needs
for productivity and comfort.
That is where the docking station comes in.
•
Productivit
Docking
Stations allow
yconsumers
to be more
productive by enabling
multiple screens
Comfort
• Docking Stations allow the
use of full-sized keyboards
and mice to enable users to
work comfortably for longer
periods of time
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But why Universal docking
solutions?
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Problem: OEM Docking Stations are brand-specific,
and sometimes model-specific
•
•
•
Many homes have multiple laptop models
– Laptop transition management
– User-driven needs
OEM docking stations become obsolete when consumers switch to
new/alternative laptops
– Money wasted
– Restricts the brand/models that consumers can switch to
OEM docking stations sometimes do not offer a seamless undocking/docking experience
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Solution: Universal Docking Stations work with a
broad variety of laptops
Lenovo
•
•
•
Dell
HP
Toshiba
Fujitsu
…etc.
Will work with any Windows-based systems with a USB connection
USB connection is seamless AND reliable
As retailers, you can carry just 1 or 2 dock skus to work with all laptop
computers
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The Kensington Universal Docking Station Lineup
K33367US-A $179.99
Notebook Expansion Dock with Video
K33415US $139.99
sd200v Notebook Docking Station with Video
MAC Driver
available
•
•
•
•
•
•
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!
MAC Driver
available
• 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!
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
July 16, 2015
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
18
Kensington`s newest skus for
Simplicity at Home
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USB Mini Dock w/ Ethernet
idea: One Step Connection to your peripherals and the internet.
• Finally, a docking station at
a entry-level price point
• Save time by connecting to
your peripherals and the
internet with just one plug
• Ethernet port for rock-solid
broadband internet
connection
SKU - K33929US
Street Price: $39.99
Available: March ‘09
July 16, 2015
• Three rotating USB ports
keep your peripherals
connected and your cables
organized
• Compatible with Windows,
Mac OSX and Linux
20
ShareCentral 1, 2 & 5
Idea: Finally, an easy solution for sharing USB devices.
ShareCentral 1
ShareCentral 2
ShareCentral 5
Share a USB printer
between two computers
Share two USB devices
between two computers.
Share five USB devices between
two computers.
- Auto print sharing
- Auto print sharing & File
Corruption Protection
-File Corruption
Protection
July 16, 2015
- Keyboard & Mouse single
button sharing
K33903US
K33900US
K33901US
$39
$59
$79
21
Who is our target audience & how do
we market to them?
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Target Audience
Multiple - PC households
–
Average 3- 4 computers per household
–
Computing in various locations in home
• 70% of users have dedicated home office
• Living room ~ 41% of users polled (primary nb)
• home office ~ 23% of users polled (primary nb)
• Bedroom ~ 20% of users polled (primary nb)
–
Sharing multiple peripherals/digital devices
• Printer/ monitor/ external hard drive / scanner/ speakers
–
Unhappy with current home workspace
• Organization / ease of use / reliability
Source:zTelligence Home Computers Product Usage Survey, 8/07
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Screaming Needs of the Target Audience
1.
The Home Office Is Not the Workplace. Office work may be
done in the home office but it is part of the home and needs to
aesthetically reflect this.
2.
Make Accessories Invisible. Why are there so many cords,
cables, and boxes in view?
3.
Everyone Hates Cord Management Power cords are the worst
offenders.
4.
Help Me Share Help me share my music, photos, and data within
the family.
5.
Help me Store. Help me store my family’s music, photos, and
data.
6.
The Reliable Method Wins Every Time. No matter how crude,
if it’s a sure thing, people bet on it.
Source: One & CO Connect It Research & Positioning, 3/07
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Q:
July 16, 2015
What is the proper merchandising
approach to effectively educate the
consumer on Connect-It products?
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A: Position the Connect-It category as…
Category: Simplicity at Home
Subcategory: Connect – Share – Expand
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Simplicity at Home - Kensington
Connect
Idea: The easiest connections
you`ll ever make
Connect
Share
Idea: Sharing`s never been
easier
Share
smart alternatives to complex
“networks”. share devices, share
content, share space
Expand
Expand
Idea: Expanding your
capabilities, the easy way
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Communicating Simplicity at Home… at the shelf
TELL & SELL the STORY…
• Lifestyle graphics & messaging
• less copy, more images
• End caps or in-line
• products merchandised by
Connect/Share/Expand
• Free-standing displays
• Flyers/booklets
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Communicating the Message… at the shelf
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Communicating the Message… at the shelf
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Communicating the Message… at the shelf
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Share Central™:
The Details…
In-Line Display
• Compact design fits seamlessly into existing POG
– Does not require additional space than what is required currently
for packaged product
– Custom design can be altered to a vertical orientation if preferable
– Attaches to existing grid wall for easy installation
– Rigid construction (metal) to hold up against wear & tear
• Allows for needed POP messaging & education, supporting unassisted
sales
– Updateable graphics
• Conveys newness, excitement and importance to consumers
– draws attention to new products and to category as a whole
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Share Central Merchandising
Wing Panel Display
–
Front Graphic Area
• Environment/lifestyle
–
Side Panel Graphic
• Awareness messaging
• Features & Benefits
–
Multiple Relevant Locations
• Printer aisle
• Notebook Accessories
• Desktop & Notebook
aisle
• Simplicity at Home
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Communicating Simplicity at Home… On-line
Landing Page
• Lifestyle graphics &
messaging
• flash demos
• Share Central
• sd200v
•virtual home
workspace tour
• web banners
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Where does Kensington fit into Simplicity at
Home?
+
Idea: Home Computing Made Simple
It shouldn`t take an IT department to get your home
computers and peripherals connected. That`s why
Kensington delivers home computing solutions with onetouch simplicity and reliability you can count on.
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Thank You!
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