Netbook Essentials January 7, 2009. Netbook Market Opportunity.
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Transcript of Netbook Essentials January 7, 2009. Netbook Market Opportunity.
Netbook EssentialsJanuary 7, 2009
Netbook Market
Opportunity
3May 13, 2008 3
The term netbook refers to a category of small to medium sized, light-weight, low-cost, energy-efficient, Internet-centric laptops
Market Opportunity
Market Size
* 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 mass3) E-tail2) 2nd tier retail, Telco
*Estimated market growth:5.2M units sold in 2008 to 50M units sold in 2012 worldwide (Gartner)
Market Enablers
* Cloud gets smarter and & reliable (WiFi & WWAN)
* Cloud service: Box.net by Dell, Mobileme by Apple
* Broadband mobility: WiBro & WiMax compatible
* LINUX OS customized UI ‘Simple’ by OEM
* Ultra low power & cost friendly CPU’s “Green”
* SSD vs HDD (Cost/Power balance)
* 8.9” – 10” screen sizes for portability
Consumer Usage Insights
* Environments: Home personal, out & about, coffee shop
* 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?
* Accessories enhance the users computing experience
* Accessories increase margin & revenue opportunity for the retailer
POS APOSCarrying Case 34% 37%Wired Mouse 17% 11%Wireless Mouse 21% 58%Security Lock 21% 35%
Notebook Attach Rates
Kensington Netbook Essentials
Consumer Pain PointsControl
Small form factor means that the track pad is quite small for using comfortably
Battery-life
Typical battery life of 3 hours for browsing, e-mailing & scribing. Video watching or game playing will reduce this time
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
Protection
The ultra portable nature of netbooks means that users want to take their netbook anywhere they go and need to keep them protected
*
Netbook PowerAdapter
NetbookMobile Mice
Netbook SecurityLock
Netbook ReversibleSleeve
Kensington’s Design
Inspiration
11May 13, 2008 11
casualpersonal
net-centric appsenjoyment
formalprofessional
multi-task appsproductivity
VS.netbooks notebooks
tech dad @ hometech dad @ home tech dad @ officetech dad @ office
Designed to blend with living space
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 warmgrays 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 IDBenjamin Moore: Color Trends, ArtDutchboySherwin Williams: Color Trends 2008Promostyl
Living Space Trends
Molded PMS Warm Gray 2C
Molded PMS Warm Gray 11C
Molded PMS Warm Gray 8C
Molded or Painted PMS 5435C
Molded or painted PMS 7494C
Molded or painted White Sikkens 508 B6
Molded or painted PMS 7493C
Pad printed PMS Warm Grey 2C
Pad printed PMS Black
Black C label w/ PMS silver 8001C text
PMS warm gray 3C w/ black text
Green for good battery level indication
Red for low battery indication
Ho
usi
ng
sa +
oth
er
larg
e s
urf
ace
sa
cce
nts
gra
ph
ics
/ ic
on
sp
rod
uct
lab
els
LE
Ds
Pad printed PMS 877C
Amber for functional indicator
Blue for Bluetooth connectivity
Molded or Painted PMS 5415C
Molded PMS Black C
Molded PMS Black
Living Space Color Palette
Kensington’s Netbook
Accessory Lineup
Netbook Reversible Sleeve idea: Just what you need for your netbook
K62911USSuggested Retail Price $14.99
* Protects your netbook wherever you go
* Fits netbooks up to 10”
* Carries netbook and accessories
* Reversible design
* Wireless connectivity eliminates messy cables
* Convenient on/ off switch maximizes battery life
* Compact design ideal for storage on the go
* Compact design for easy use and storage out on the road
* Built-in scroll wheel for convenient web navigation
* USB connection for easy plug and play functionality
K72345US
Suggested Retail: $24.99
Netbook Mobile Miceidea: Just what you need for your netbook
K72346US
Suggested Retail: $14.99
Netbook Security Lockidea: Just what you need for your netbook
* 10,000 easy to set combinations
* Slim-profile design
* Self-coiling cable extends from 3” to 6’
* Compatible use with any device utilizing a Kensington® security slot
K64588USSuggested Retail Price $24.99
Netbook Power Adapter idea: Just what you need for your netbook
* Universal brand power adapter
* Secondary power source stays in your bag
* Built-in USB power port for simultaneous charging of mobile devices
* Notebook tips included - Compatible with Acer, Dell, HP/Compaq, Lenovo, MSI Wind
K38047USSuggested Retail Price $49.99
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
Wireless Mouse (full size dongle): $24.99
13.3” Sleeve: $29.99
Wired Mouse: $14.99Product Competition
Netbook Wireless w/USB Reciever $24.99 in-stk 4/15 K72345
Netbook Wireless w/USB Reciever $24.99 in-stk 4/15 K72345
Netbook Security Lock $24.99 in-stk 4/1 K64588
Netbook Security Lock $24.99 in-stk 4/1 K64588
Netbook Wired Mouse $14.99 in-stk 4/1 k72346
Netbook Wired Mouse $14.99 in-stk 4/1 k72346
Netbook Power Adapter $49.99 in-stk 5/1 K38047
Netbook Power Adapter $49.99 in-stk 5/1 K38047
Netbook Consumer Reviews
Netbook Neoprene Sleeve $14.99 in-stk 4/1 K62911
Packaging Concept
May 13, 2008
Reduce Re-use Re-cycle
Earth-friendly packaging
PackagingStandardized packaging sizes improve merchandising
Reduces amount of
in-store Shelf space required
Compact Size
3.25 in
4.12
in
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
Slat Wall End-Cap
Gondola End Display Netbook Essentials (accessories
only)
Netbook Accessory Bundle
Suggested Retail$39.99
* Netbook Reversible Sleeve
* Netbook Wired Mouse
* Netbook Security Lock
Pricing
Kensington Netbook Essentials Pricing
Product SKU Street DC In-Stock
Netbook Reversible Sleeve K62911US $14.99 April 09
Netbook Wired Mouse
Netbook Wireless Mouse
K72345US
K72346US
$14.99
$24.99
April 09
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
* Chat light– Illuminate video chat & keyboard keys– Most netbooks come with built in webcam– Growth of Skype/video for low cost calling
* Cases
- Launch broader range including 12” and touch screens
* Mobile hub
- Link & sync mobile devices
* Nano BT2.0 Dongle for headset & Smartphone connection
Summary
Why Kensington ?
* One-stop-shop category solution
* Best in-class product range
* Strong product roadmap
* Channel support / Program
* Merchandising support
References