Transcript Slide 1

Netbook Essentials
January 7, 2009
Netbook Market
Opportunity
Market Opportunity
The term netbook refers to a category of small to medium sized, light-weight,
low-cost, energy-efficient, Internet-centric laptops
May 13, 2008
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Market Size
*Estimated market growth:
5.2M units sold in 2008 to
50M units sold in 2012
worldwide (Gartner)
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Key consumers:
1) First-time buyers seeking a low-cost introductory PC
2) Existing PC users looking for a low-cost second or third PC for
themselves or family
Target Channels:
1)Retail CE and mass
3) E-tail
2) 2nd tier retail, Telco
Market Enablers
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Cloud gets smarter and & reliable (WiFi &
WWAN)
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Cloud service: Box.net by Dell, Mobileme
by Apple
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Broadband mobility: WiBro & WiMax
compatible
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LINUX OS customized UI ‘Simple’ by OEM
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SSD vs HDD (Cost/Power balance)
Ultra low power & cost friendly CPU’s
“Green”
8.9” – 10” screen sizes for portability
Consumer Usage Insights
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Environments: Home personal, out & about,
coffee shop
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Always on (30 – 90 mins use)
Net centric & Web Apps (Skype, Google Apps)
Social network and content consume 70%
Email & Personal information management
Why Netbook Accessories?
Notebook Attach Rates
POS
Carrying Case
Wired Mouse
Wireless Mouse
Security Lock
APOS
34%
17%
21%
21%
37%
11%
58%
35%
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Accessories enhance the users computing
experience
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Accessories increase margin & revenue
opportunity for the retailer
Kensington Netbook Essentials
Consumer Pain Points
Control
Small form factor means that the track pad is quite small for
using comfortably
Netbook
Mobile Mice
Battery-life
Typical battery life of 3 hours for browsing, e-mailing &
scribing. Video watching or game playing will reduce this
time
Netbook Power
Adapter
Security
Commuting or just out for coffee, a netbook’s mix of
portability and low pricing make it a compelling purchase
but also a desirable target for thieves
Netbook Security
Lock
Protection
The ultra portable nature of netbooks means that users
want to take their netbook anywhere they go and need to
keep them protected
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Netbook Reversible
Sleeve
Kensington’s Design
Inspiration
tech dad @ home
netbooks
casual
personal
net-centric apps
enjoyment
May 13, 2008
tech dad @ office
VS.
notebooks
formal
professional
multi-task apps
productivity
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Designed to blend with living space
Living Space Trends
Trends:
Nature inspired us to bring the outside in, through color,
pattern, texture.
Stabilizing neutrals provide practicality in a changing
economic landscape. Not your average beige, these
warm
grays break away from the typical neutrals association,
by adding dimension with subtle red undertones.
Modern Tranquility
Home is an oasis of renewal. Haven, sanctuary, refuge home is a wellspring of replenishment, a soothing
respite from modern day clamor. A gossamer palette of
hushed neutral hues evokes a sense of spaciousness
with its quiet suggestion of color.
Organic Comfort
The repetitive cycle of nature comforts through its
rhythmic essence. This color palette is a celebration of
nature’s own; earthen hues with golden, sunlit
undertones, deep, rich bark with fresh sprigs of green
peppered throughout.
Pantone: Pantone View Home + Interiors 2009 ID
Benjamin Moore: Color Trends, Art
Dutchboy
Sherwin Williams: Color Trends 2008
Promostyl
Molded PMS Warm Gray 2C
Molded PMS Warm Gray 8C
Molded PMS Warm Gray 11C
Molded PMS Black C
Pad printed PMS Black
Pad printed PMS 877C
Molded PMS Black
Molded or Painted PMS 5435C
Black C label w/ PMS silver 8001C text
PMS warm gray 3C w/ black text
Molded or Painted PMS 5415C
Green for good battery level indication
Molded or painted PMS 7493C
LEDs
accents
graphics / icons
Pad printed PMS Warm Grey 2C
product labels
Housingsa + other large surfaces
Living Space Color Palette
Molded or painted PMS 7494C
Molded or painted White Sikkens 508 B6
Red for low battery indication
Amber for functional indicator
Blue for Bluetooth connectivity
Kensington’s Netbook
Accessory Lineup
Netbook Reversible Sleeve
idea: Just what you need for your netbook
K62911US
Suggested Retail Price
$14.99
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Protects your netbook wherever
you go
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Fits netbooks up to 10”
Carries netbook and accessories
Reversible design
Netbook Mobile Mice
idea: Just what you need for your netbook
K72346US
K72345US
Suggested Retail: $14.99
Suggested Retail: $24.99
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Compact design for easy use and
storage out on the road
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Wireless connectivity eliminates messy
cables
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Built-in scroll wheel for convenient
web navigation
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Convenient on/ off switch maximizes
battery life
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USB connection for easy plug and
play functionality
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Compact design ideal for storage on the
go
Netbook Security Lock
idea: Just what you need for your netbook
K64588US
Suggested Retail Price
$24.99
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10,000 easy to set combinations
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Compatible use with any device
utilizing a Kensington® security
slot
Slim-profile design
Self-coiling cable extends from 3”
to 6’
Netbook Power Adapter
idea: Just what you need for your netbook
K38047US
Suggested Retail
Price $49.99
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Universal brand power adapter
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Built-in USB power port for
simultaneous charging of mobile
devices
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Notebook tips included Compatible with Acer, Dell,
HP/Compaq, Lenovo, MSI Wind
Secondary power source stays in
your bag
Competitive Landscape
Website: No Dedicated Netbook Section
Collection of items offered as
Netbook accessories at Target
Retail Stores
Belkin Strategy: Repositioning of 2 existing mice and 7’
sleeves as Netbook ‘friendly’
7’’ Sleeve: $19.99
Wired Mouse $14.99
Wireless Mouse $24.99
Website: No Dedicated Netbook Section, or Netbook Specific Products
13.3” Sleeve: $29.99
Product Competition
Wired Mouse: $14.99
Wireless Mouse (full size dongle): $24.99
Netbook Consumer Reviews
Netbook Power Adapter
$49.99
in-stk 5/1
K38047
Netbook Wireless w/USB
Reciever
$24.99
in-stk 4/15 K72345
Netbook Security Lock
$24.99
in-stk 4/1
K64588
Netbook Neoprene Sleeve
$14.99
in-stk 4/1 K62911
Netbook Wired Mouse
$14.99
in-stk 4/1 k72346
Packaging Concept
Earth-friendly packaging
Reduce Re-use Re-cycle
May 13, 2008
Packaging
Standardized
packaging sizes
improve
merchandising
4.12 in
Compact
Size
3.25 in
Reduces amount of
Shelf space required
in-store
Merchandise Displays
Shared Netbook & Netbook
Essentials End Cap
Communicate the Netbook
Story at Retail
• build category awareness
• educate the consumer
• create context for netbook
accessories
Netbook Essentials End Cap Graphics
Gondola End Display
Netbook Essentials
(accessories only)
Slat Wall End-Cap
Netbook Accessory Bundle
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Suggested Retail
$39.99
Netbook Reversible Sleeve
Netbook Wired Mouse
Netbook Security Lock
Pricing
Kensington Netbook Essentials Pricing
Product
SKU
Street
DC InStock
Netbook Reversible Sleeve
K62911US
$14.99
April 09
Netbook Wired Mouse
K72345US
$14.99
April 09
Netbook Wireless Mouse
K72346US
$24.99
April 09
Netbook Security Lock
K64588US
$24.99
April 09
Netbook Power Adapter
K38047US
$49.99
May 09
2009 Product Roadmap
* Netbook ‘back-up’ battery
– No need to connect to wall socket
– +2 hours of additional run time
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Chat light
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Cases
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Mobile hub
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Nano BT2.0 Dongle for headset & Smartphone
connection
– Illuminate video chat & keyboard keys
– Most netbooks come with built in webcam
– Growth of Skype/video for low cost calling
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Launch broader range including 12” and touch screens
- Link & sync mobile devices
Summary
Why Kensington ?
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One-stop-shop category solution
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Best in-class product range
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Strong product roadmap
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Channel support / Program
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Merchandising support
References