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© 2007 Kensington Computer Products Group, a division of ACCO Brands Connect it! U.S. Sales & Marketing Meeting October 2008 Leonard Tsang.

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Presentation on theme: "© 2007 Kensington Computer Products Group, a division of ACCO Brands Connect it! U.S. Sales & Marketing Meeting October 2008 Leonard Tsang."— Presentation transcript:

1 © 2007 Kensington Computer Products Group, a division of ACCO Brands Connect it! U.S. Sales & Marketing Meeting October 2008 Leonard Tsang

2 Agenda 1. Category Objective 2. Market Trends 3. Category Storyboard 4. Marketing tools 5. What we need from you 6. Questions

3 Objective

4 B2B: Solidify market leadership in 3rd party universal docking solutions B2C: Continue to build connect category for consumer smart made simple TM

5 Market Results

6 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) * Source: NPD YTD August 2008 (vs. YAG) – Docking Stations and Port Replicators -5%

7 The docking station market is dominated by OEM (90%+ market share) Source: NPD YTD July 2008. Lenovo Enhanced Port Replicator not included. Lenovo sku valued at $3MM annually Docking Station Dollar Share

8 Bulk of Kensington docking stations are sold through B2B Source: NPD YTD August 2008 KTG Docking Station Tradeclass Contribution

9 Within 3 rd Party docking solutions however, Kensington dominates the market Source: NPD YTD August 2008 3 rd Party Docking Station Dollar Share (vs YAG)

10 However, we have not only been successful in docking solutions

11 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

12 What ’ s our plan?

13 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

14 The Connect It! Story

15 Target User Environments Home Office

16 Consumer Pain Points… 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 ! There is so much cable clutter in my home office! Source: One & CO Connect It Research & Positioning, 3/07

17 2009 Focus Skus

18 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

19 K33367US-A $179.99 Notebook Expansion Dock with Video K60721US $119.99 sd100s Notebook Docking Station with Stand K33419US $79.99 sd100 Notebook Docking Station K33415US $139.99 sd200v Notebook Docking Station with Video MAC Driver in BETA 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! 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! We have these other great docking solutions as well! Convenient and seamless 1 USB-plug solution Ethernet support Universal – works with any PC notebook with USB connection 4-port USB hub Convenient and seamless 1 USB-plug solution Ethernet support Universal – works with any PC notebook with USB connection 4-port USB hub

20 How do we stack up to our 3 rd party competition? * Updated competitive analysis will be provided

21 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

22 How do we stack up to other KVM Switches?

23 Internal Roadmap

24 Docking Solutions & Stands K33367US-A $179.99 Notebook Expansion Dock with Video (Vista Compatible) K60721US $119.99 sd100s Notebook Docking Station with Stand K60149A $19.99 LiftOff™ Portable Notebook Cooling Stand K33419US $79.99 sd100 Notebook Docking Station K60112US $29.99 Easy Riser Cooling Notebook Stand K60723US $84.99 Notebook Stand with USB Hub No Software K33415US $139.99 sd200v Notebook Docking Station with Video Apr May JuneJuly Aug SeptOct Nov DecJan Feb Mar MAC Driver in BETA MAC Driver in BETA K33920 $229.99 Wireless USB Docking Station

25 Bluetooth Connectivity K33348USA $29.99 Bluetooth® USB Adapter 2.0 K33902US $39.99 Bluetooth® USB Micro Adapter Apr May JuneJuly Aug SeptOct Nov DecJan Feb Mar

26 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 JuneJuly Aug SeptOct Nov DecJan Feb Mar

27 Peripheral Connectivity K33901US $79.99 ShareCentral™ 5 K33900US $59.99 ShareCentra™l 2 33903US $39.99 ShareCentral™ 1 K33907US $119.99 Dual Monitor Adapter Apr May JuneJuly Aug SeptOct Nov DecJan Feb Mar K33906US $59.99 File transfer cable for Windows

28 Other USB Devices K33120 $19.99 Flylight 2.0 Apr May JuneJuly Aug SeptOct Nov DecJan Feb Mar

29 Marketing Tools Competitive Landscape New Products Flyer Spec sheets Flash demos Website updates Promotional plans PR Plan

30 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

31 Questions ?


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