Transcript Document

Kensington Docking Stations
US Sales meeting – Fall 2009
May 12, 2009
Agenda
Docking Station Category Vision
Market Insights
Fall 2009 Product Launches
Competitive Landscape
2009-2010 Marketing Plan
Closing Comments
Category Vision
July 20, 2015
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Vision
To drive for market leadership in non OEM docks &
convert SMB-SOHO customers to Kensington Universal
Docking Stations to grow our market share to 2% by 2010
Firms with fewer than 500 employees accounts
for 55.8 percent of total US employment *
* Bureau of labor statistics (1992-2005 survey)
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Market Insights
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Docking Station Category
NPD (Port Replicators, Docking Stations)
FY 2008 Revenue


NPD (Port Replicators, Docking Stations)
FY 2008 Unit Share – 3rd Party
290M $, 2M units in 2008
Kensington is #1 Third Party Vendor in US
Doubling our market share to 2% would represent
6M$ of revenue for Kensington
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Kensington Position
smart made simple
TM
Kensington is the world’s #1 third party
vendor of notebook docking solutions
(Context/NPD), Our solutions are universally
compatible and are intuitive devices that are
ready when you are.
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Fall 2009 Product
Launches
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3 new products (replacing 3 old ones)
Product Name
Upgrades
(vs previous)
Port Configuration
Universal Multi-Display
Adapter
Universal Docking Station with
VGA/DVI
Universal Docking Station with
VGA/DVI and Ethernet
(K33928 - dma HD)
(K33930 - home dock)
(K33926 - office dock)
Video output supports “HD
screens” (up to 2048*1152pixels)
Video output supports “HD screens”
(up to 2048*1152pixels)
Video output supports “HD screens”
(up to 2048*1152pixels)
Video
Video
Video
(VGA, DVI)
(VGA, DVI)
(VGA, DVI) [HDMI possible]
Audio (Front headsets ports + speaker port
Audio (Front headsets ports + speaker port
USB
Ethernet
+ Auto-sense)
(4 back, 1 front)
Securable
+ Auto-sense)
USB
(4 back, 1 front)
Securable
Differentiation
Ethernet
Between models
Auto-Install
KTG
Differentiation
Cosmetic (Black Front / Long Foot)
Plug-n-Play (Vista)
Plug-n-Play (Vista)
Plug-n-Play for all Windows OS
(inbox driver provided for XP-VISTA-MAC)
(inbox driver provided for XP-VISTA-MAC)
(Auto-install of driver provided, no support for MAC)
Dualview Button
Dualview Button
(primary/dualview)
(primary/dualview)
Small Footprint
Small Footprint
(CES 2008 Award-winning microtower design)
(CES 2008 Award-winning microtower design)
Unique ID
Replaces
K33907
July 20, 2015
Replaces
K33415
Replaces
K33367
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Fall 2009 – Office Cross-Category Theme
“Nesting” in the Office (soho, smb)
Productivity,
– I can improve my work
– The value of the purchase is more
than the money spent
Office
Plug ‘n’ Play,
– I know it will work
– I have peace of mind: the money is
well spent
Adaptability
– I can use it in more than one
scenario
– If my needs change, I don’t have to
buy something new
The Cross-Category Theme
‘Nesting’ in the Office (soho, smb)
Fall 2009 Products
• Universal Docking Stations
• Universal Multi-Display Adapter
• Universal Docking Station with VGA/DVI
• Universal Docking Station with VGA/DVI
& Ethernet
Office
“Nesting” in the Office
– Productivity
– Plug-n-Play Simplicity
– Adaptability
July 20, 2015
• Pro Fit™ Family
•
•
•
•
•
2.4 GHz Wireless Desktop Set
2.4 GHz Wireless Full-Size Mouse
USB/PS2 Wired Full-Size Mouse
Retractable Mobile Mouse
Orbit™ Trackball with Scroll Ring
• Column Mount Family
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Market Opportunity
www.theTECHSHOP.net
July 20, 2015
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Lots of SOHO-SMB targeted laptops
to cross-sell our universal docking station
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Why will SOHO/SMB customers love our
Universal Docking Station?
• Universal Appeal
–
–
(works with any brands)
(adapts to multiple users)
• Lower your Cost of Ownership
–
(your dock will not have to change with your
notebook)
• Unleash your Productivity
–
–
(multi display)
(Simple Step to connect to everything you
need)
Washington Post 1/29/09
During the last 2001 recession, 1–4 employees
& 5–9 employees firm sizes were the fastest to recover
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Who are these customers?
•Freelance Workers
•Sales Representatives
•Traditional Office workers with
Shared HOME OFFICE
• Computing Labs
• Hot Desk Environment
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Competitive Landscape
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Competition
Targus –
offer similar solution but do not have the technology behind the product, very
poor performance, no MAC support, inferior product range, sales decreased by 60% in 2 years
www.targus.com/us
Belkin –
currently only offers an express card solution, just discontinued, due to poor
sales. behind in design/development, no MAC support www.belkin.com
Startech –
Offer USB video products (multi-display adapter, docking station) in B2b
and Retail. Off the shelf products, often don’t have quality technology to support their product
www.startech.com
Toshiba –
OEM solution, good looking docking solution with displaylink technology,
offer surround sound but is expensive www.toshiba.com
Hewlett-Packard –
OEM solution, basic USB docking solution and multi-display
adapter with displaylink technology, cross-sold to SMB notebook & netbook. Aggressive street
price, low channel margin www.hp.com
Lenovo –
OEM solution, USB docking solution and multi-display adapter, cross-sold to
corporate notebook. manufactured by Kensington www.lenovo.com
Sony –
July 20, 2015
OEM solution, very expensive www.vaio.sony.com
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Competitive Snapshot
K33926
K33930
HP
Toshiba
Targus
(aka “office dock”)
(aka “home dock”
USB 2.0 Docking Station
Dynadock U – universal USB
connect docking station
Universal Laptop Docking Station
with video (ACP50US)
Recommended
Street Price
$149.99
$129.99
$139.99
$149.99
$149.99
($105 – channel price)
($84 – channel
price)
(~$115 – channel
price)
Positioning
•Universal
•Universal
• For SOHO
customers
• Universal USB
Connect
• Universal USB
•For SMB-SOHO
customers
• Compatible with
certains HP laptops
•For SMB-SOHO
• For SMB - SOHO
(Brown Box Pack)
( Retail Packaging )
(Brown Box Pack)
(Retail Packaging)
(Retail Packaging)
Auto Install (no CD)
No (PnP via net)
Auto Install (no CD)
No (CD – no PnP)
No (CD – no PnP)
HD screen capable
HD screen capable
Non HD screen
HD screen
Non HD screen
Ethernet
No
Ethernet
Ethernet
Ethernet
Front Headset / Back
Speaker
Front Headset / Back
Speaker
Back Headset (audio
in & out)
Front Headset / Back
Speaker (7.1 surround
Back Headset (audio
in & out)
5 USB
5 USB
4 USB
6 USB
4 USB
“always on” USB
“always on” USB
No
no (sleep state works)
“always on” USB
Securable
Securable
Securable
Securable
No
Product Size
Minitower
Minitower
Flat (3x desk space)
Tower
Flat (3x desk space)
Key
Differentiator
• Auto-Install (no CD)
• Mac & PC
• HP compatibility
• Toshiba
• Universal
• HD screen / Dualview
button
• HD screen /
Dualview button
• Auto-install
(no CD)
• Universal
• “always on” USB
• Minitower
• Minitower
• Surround Sound
• Value price
Features / Port
Configuration
July 20, 2015
•For SMB - SOHO
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Competitive Snapshot
Price Point
Positioning
Features & Benefits
K33928
HP
EVGA
Startech
(multi-display adapter)
(USB Graphic Adapter)
$79.99
$59.99
$49.99
$109.99
($56 channel price)
($52 channel price)
•Multi-display adapter
•For SMB-SOHO
•Multi-display adapter
•Multi-display adapter
•Multi-display adapter
•For SMB
•For SMB-SOHO
•For SMB-SOHO
(retail packaging)
(brown box packaging)
(retail packaging)
• 1 computer + 6
adapters = 6 monitors
• 1 computer + 6
adapters = 6 monitors
• 1 computer + 6 adapters
= 6 monitors
• 1 computer + 6 adapters
= 6 monitors
• HD screen capable (up
to 2048*1152pixels)
• non HD screen
• non HD screen
• non HD screen
• Limited to 1600*1200
pixels (<22in screen)
• Limited to 1400*900
pixels (<19in screen)
• Limited to 1400*900
pixels (<19in screen) Text
• PC
• PC only
• PC only
• compatible with HP
system
• Value Price
• DVI, VGA, HDMI
possible thru optional
adapter
• Mac & PC
Key Differentiator
• HD screen capable
• universal (mac-PC)
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2009-2010 Marketing Plan
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2009 Marketing Plan Summary
Vision
To drive for market leadership in non OEM docks &
convert SMB-SOHO customers to Kensington
Universal Docks to grow our market share to 2% by
2010
Business Objectives 2009-2010
*
*
*
*
July 20, 2015
Develop & Grow in the SMB-SOHO market
Maintain and expand existing OEM partnerships
Drive awareness of universal docking solution
Deliver $6M revenue (next 12 months)
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Multi-channel Message
Our range is designed to save you money
and give you flexibility
• Universal Appeal
–
(works with any brands), (adapts to multiple users)
• Lower your Cost of Ownership
–
(your dock will not have to change with your notebook)
• Unleash your Productivity
–
(multi display), (Simple Step to connect to everything you need),
Why Kensington?
• World’s #1 third party vendor of notebook docking solutions
• Lower price than OEM ($10-$30 lower channel price)
• Enterprise Grade
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Tactics
•
Training with Displaylink - Wenesday
Testimonial from Kensington - Benelux
“After struggling to sell notebook docking solutions, on-site
hands-on training and joint customer visits significantly
raised awareness and market intelligence. In just over three
weeks our sales figures increased beyond expectations! I
would definitely recommend this hands-on training to other
local regions.”
Robert de Vries
Sales & Marketing Manager – Benelux
July 20, 2015
•
Etail Channel Plan (Anne) - Thursday
•
Retail Channel Plan (Sophie) - Thursday
•
B2B Channel Plan (Kristy) – Thursday
•
PR plan (Christine) - Thursday
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Is it a SMART strategy?
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(S)pecific
(M)easurable
Converting SMB-SOHO customers to KTG universal
docking stations
2% market share
(total docking station category - as defined by US NPD)
(A)ggressive
(R)ealtistic
(T)imebound
6M$ revenue (2x KTG 2008 revenue)
New SMB-SOHO line of laptops to attach too. Focus
on SOHO-SMB opportunities that OEM laptops can’t focus
Seed in Fall 2009
Harvest & Check in H1 2010
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Let’s make PrimeTime
TV…
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La Fin…
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Lots of new laptops to cross-sell
our universal docks
• Increased number of SMB / Commercial Laptops
shipping without any custom port replicator from OEM
laptop makers
• Dell
– Vostro
– Ultra-slim Latitude (dell adamo)
– Latitude netbook
• HP Compaq nx series (SMB targeted laptops)
• ACER, ASUS, Fujitsu,….
July 20, 2015
• Netbooks
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