Fall ’09 Launch Control It! Bill Rathbone May 11, 2009

Fall ’09 Launch

Control It!Bill Rathbone

May 11, 2009

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The StrategyControl It!• Product

– Lead in Presenters and Trackballs• Develop full portfolio of products in each category• Deliver continuous product innovation

– Develop Mouse, Keyboard and Keypad solutions focused on the office• Pro Fit™ family launch• Simplify product portfolio

• Channel

– Online is essential• Create rich marketing collateral (like videos) for online channels

– Both pre-sale information and post-sale support• Build strong customer feedback channels through web

– B2B is primary• Disty/VAR• Vertical channels (particularly education & healthcare)

– B2C is secondary• Presenters represent best retail chance in near term• Be opportunistic

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The UserThe Mature Functionalist• Attitudes Toward Technology

– Understands and is experienced with technology, but selective in accepting its value

– Very specific functions & needs in mind when shopping – Not willing to pay more for unnecessary features– Not looking for “style”

• Product Usage

– Primarily a desktop computer user– When using a laptop it’s in a stationary location (home

office / study)

Kensington Consumer Segmentation Research, 2008

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The EnvironmentsThe Traditional Office

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The EnvironmentsTravel

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• Productivity– I can improve my work– The value of the purchase is more

than the money spent

• Plug ‘n’ Play Simplicity– I know it will work– There is no learning curve

• Adaptability– I can use it in more than one scenario– If my needs change, I don’t have to

buy something new

Office

The Cross-Category Theme‘Nesting’ in the Office

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Fall 2009 Products

•Universal Docking Stations•USB mini dock with ethernet

•Universal Docking Station with VGA/DVI

•Universal Multi-Display Adapter

•Pro Fit™ product family•2.4 GHz Wireless Desktop Set

•2.4 GHz Wireless Full-Size Mouse

•USB/PS2 Wired Full-Size Mouse

•Retractable Mobile Mouse

•Column Mount Family

‘Nesting’ in the Office– Productivity– Plug-n-Play

Simplicity– Adaptability

The Cross-Category Theme‘Nesting’ in the Office

Office

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The SolutionThe Pro Fittm Product Family• Comfortable

– Designed for extended daily use

• Familiar & Simple– No software or special drivers– No learning curve– No extra / unnecessary features

• Durable & Robust– Durable enough to keep working for the life of your computer (~5 years)– Wireless technology must be interference-resistant and long-range (2.4

GHz)– Designed to withstand drops and spills

• Offering Value– Required for success in the B2B channel

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• Product overview – Full-size, standard-layout keyboard– Full-size, right-handed, wireless optical mouse– No software required – plug-n-play– MSRP $49

• Needs fulfilled– Mouse - right-handed, shaped for comfort with extended use– Keyboard - standard key layout with shortcut keys (media, browser)– Desktop convenience of wireless without interference or limited range

• Key competitive skus– 2.4 GHz wireless

• Logitech Pro 2800 Cordless Desktop (NEW) ($69)– 27 MHz wireless

• Logitech EX110 Desktop ($39)• Microsoft Optical/Media Desktop 1000 ($49)

• Key differentiation– “Professional grade” 2.4 GHz wireless (versus 27 MHz)

• The common complaints about 27 MHz desktops are with range and interference– Premium full-size mouse (versus “basic” mice)

• Primary message– The essentials of a premium wireless desktop

Pro Fit™ 2.4 GHz Wireless Desktop Set72338 [‘Project Falcon’]

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Pro Fit™ 2.4 GHz Wireless Desktop Set72338 [‘Project Falcon’]

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Pro Fit™ 2.4 GHz Wireless Desktop Set

Competitive Snapshot

Pro Fit™ 2.4 GHz Wireless Desktop

Pro 2800 Cordless (Logitech)

EX110Desktop(Logitech)

Wireless Media Desktop 1000(Microsoft)

Price Retail: $49.99 Retail: $69.99Online: $56.17

Retail: $39.99Online: $24.99

Retail: $49.99Online:$39.99

Features & Benefits

• 2.4 GHz wireless• Plug-n-play• Full-size comfort

• 2.4 GHz wireless• Plug-n-play• Encryption

• 27 MHz wireless• Reliability (5 yrs)• Hot keys

• 27 MHz wireless• Quiet Touch keys• Hot keys

Positioning • Pro Fit™ -- for business / office

– Comfort– Office-friendly

wireless

• Designed for business / office

– Comfort– Advanced

wireless

• The easiest and most affordable way to go cordless

• Enjoy fast, easy access to all your favorite digital pictures, music, videos, and more

Key Differentiator • 2.4 GHz• Plug-n-play

• 2.4 GHz• Price

• 27 MHz• Requires software

• 27 MHz• Requires software

SimilarFeatures,

Higher Price

Similar Price,Fewer Features

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Pro Fit™ 2.4 GHz Wireless Full-Size Mouse72342 [‘Project Owl’]• Product overview

– Full-size, right-handed, wireless optical mouse– No software required – plug-n-play– MSRP $29 (Replaces Ci60/72258 and PilotMouse/72242)

• Needs fulfilled – Right-handed, shaped for comfort with extended use– Desktop convenience of wireless without the hassles (interference

& limited range)

• Key competitive skus– Right-Handed w/ 2.4 GHz wireless

• Microsoft Wireless Laser Mouse 6000 ($49)• Logitech MX620 Cordless Laser Mouse ($59)

– Ambidextrous w/ 27 MHz wireless• Logitech LX6 Cordless Optical Mouse ($29)• Microsoft Wireless Optical Mouse 2000 ($29)

• Key differentiation– Right-handed shape for comfort– “Professional grade” 2.4 GHz wireless (versus 27 MHz)

• Primary message– The essentials of a premium full-size wireless mouse

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Pro Fit™ 2.4 GHz Wireless Full-Size Mouse72342 [‘Project Owl’]

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Pro Fit™ 2.4 GHz Wireless Full-Size Mouse


Pro Fit™ 2.4 GHz WirelessMouse

MX 620 Cordless Laser Mouse(Logitech)

Wireless Laser Mouse 6000(Microsoft)

LX6 Cordless Optical Mouse(Logitech)

Wireless Optical Mouse 2000(Microsoft)

Price Retail: $29.99 Retail: $59.99Online:

Retail: $49.99Online:



Features & Benefits

• 2.4 GHz wireless• Plug-n-play• Full-size comfort• Fwd/Back

buttons

• Hyper-fast Scroll Wheel

• 2.4 GHz wireless• Search button• Fwd/Back

buttons

• Snap-in and Go receiver

• 2.4 GHz wireless• Laser sensor• Fwd/Back

buttons• Flip 3D button

• High definition optical sensor

• Total-comfort design

• 27 MHz wireless

• Ergonomic comfort

• High definition optical sensor

• 27 MHz wireless


– Comfort– Office-

friendly wireless

• Scroll through 10,000 lines in just 7 seconds

• Experience comfort on the desk or on the go

• Make the comfortable move to cordless

• HD optical accuracy and wireless freedom. Comfortable in either hand

Key Differentiator

• Full-size comfort• 2.4 GHz wireless• Plug-n-play

• Price• Special buttons

require software

• Price• Special buttons

require software

• 27 MHz wireless• Ambidextrous

shape

• 27 MHz wireless• Ambidextrous

shape

Similar Features,Higher Price


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• Product overview – Full-size, right-handed, wired optical mouse– No software required – plug-n-play– MSRP $19 (Replaces Ci20/72257 and Si300/72231)

• Needs fulfilled– Simple and reliable wired desktop mouse – Right-handed, shaped for comfort with extended use

• Key competitive skus– Right-Handed

• Logitech MX400 ($39)– Ambidextrous

• Microsoft Comfort Optical Mouse 1000 ($19)• Microsoft Wheel Mouse Optical ($19)• Logitech LX3 Optical Mouse ($24)

• Key differentiation– Right-handed shape for comfort

• Primary message– The essentials of a premium wireless mouse - in a wired version

Pro Fit™ USB/PS2 Wired Full-Size Mouse72343 [‘Project Raven’]

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Pro Fit™ USB/PS2 Wired Full-Size Mouse72343 [‘Project Raven’]

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Pro Fit™ USB/PS2 Wired Full-Size Mouse


Pro Fit™ PS2/USBWiredMouse

MX400Laser Mouse(Logitech)

Comfort Optical Mouse 1000(Microsoft)

Wheel MouseOptical(Microsoft)

LX3OpticalMouse(Logitech)





Features & Benefits

• Plug-n-play• Full-size comfort• USB/PS2

• USB/PS2• Laser sensor• Right-hand

design

• Optical• Ambidextrous• Scroll wheel

• Optical• Ambidextrous• Scroll wheel• USB/PS2

• USB/PS2• Soft touch sides• Tilt wheel


– Comfort– Reliability

• Laser precision and natural comfort in a corded mouse

• Comfort and value in an optical mouse

• The affordable and reliable optical mouse

• HD optical performance and comfort in a corded mouse

Key Differentiator

• Full-size comfort• Plug-n-play

• Price • Ambidextrous• USB only

• Ambidextrous • Ambidextrous• Slender shape

SimilarFeatures,

Higher Price


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Pro Fit™ Retractable Mobile Mouse72339 [‘Project Hawk’]• Product overview

– Corded optical mouse with cable management– No software required – plug-n-play– MSRP $19

• Needs fulfilled– Comfortable mobile mouse with convenient retractable cable– Green – no batteries required

• Key competitive skus– Wired

• Logitech V100 Optical Mouse for Notebooks ($19)• Microsoft Notebook Optical Mouse ($19)

– Wireless• Logitech V220 ($29) & Microsoft Notebook Optical 3000 ($29)

• Key differentiation– Vs. wireless

• No batteries & no wireless interference– Vs. wired

• Retractable cable stores inside body of mouse (for mobile convenience)

• Primary message– Essential reliability and mobile convenience

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Pro Fit™ Retractable Mobile Mouse72339 [‘Project Hawk’]

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Pro Fit™ Retractable Mobile Mouse


Pro Fit™ Retractable Mobile Mouse

Ultra Mini Retractable Optical Mouse (Targus)

Retractable Optical Stow-N-Go(Targus)

V100 Optical Notebook Mouse (Logitech)

V220 Cordless Notebook(Logitech)





Features & Benefits

• Retractable cable

• Comfortable shape

• Plug-n-Play

• Retractable cord• Small size• ‘Screen Scroller’

button (tilt wheel)

• 4-way scrolling• Retractable cord

stores under mouse

• DPI adjust

• Tilt wheel• Ambidextrous

shape

• Rubber grips• Tilt wheel• 27 MHz wireless• Snap-in receiver

Positioning • Pro Fit™ -- for business travel

– Comfort– Convenience

• the perfect solution for the mobile warrior who needs to save space when using an external mouse

• Tilt wheel; adjustable dpi; retractable cable

• Travel in comfort. Advanced accuracy and tracking in a compact mouse.

• Built for comfort; an ergonomic design with soft rubber grips.

Key Differentiator

• Retractable cable for mobile convenience

• Clumsy cable management

• Very small and uncomfortable to use

• Clumsy cable management

• Less comfort

• Ambidextrous• No cable

management

• Price• Batteries &

wireless interference

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Orbit™ Trackball with Scroll Ring72337 [‘Project Eagle’]• Product overview

– Two-button mid-size trackball with scrolling– No software required – plug-n-play– MSRP $39

• Needs fulfilled– Ergonomic / comfort advantages of trackball (versus mouse)– Perfect in (industrial) environments with limited desktop space

• Key competitive skus– Logitech TrackMan Marble ($29) [No scrolling]– Logitech Trackman Wheel ($29) [Ball under thumb]– Logitech Cordless Trackman Optical ($59) [Wireless]

• Key differentiation– Vs. Marble: Full input device functionality via Scroll Ring– Vs. Ball under thumb: Ambidextrous comfort and flexibility– Vs. Wireless: Wired for power simplicity – no batteries or interference

• Primary message– Trackball comfort without compromise

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Orbit™ Trackball with Scroll Ring72337 [‘Project Eagle’]

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Orbit™ Trackball with Scroll Ring


Orbit™ Trackball with Scroll Ring

TrackmanWheel (Logitech)

Marble Mouse/Trackman Marble (Logitech)

Orbit Optical Trackball(Kensington)


Retail: $19.99/$29.99Online:


Features & Benefits • Scroll Ring • Trackball comfort for

either hand• Space-saving design

• Ergonomic design and sculpted shape

• Scroll wheel • Space-saving design

• Ambidextrous design• Integrated fwd/back

buttons• Fingertip-based

control

• Optical technology• Saves desk space• Contoured design

Positioning • Comfort meets control

• Comfortable scrolling and precision in a trackball.

• Superior comfort for either hand

• The comfort of a mouse, the benefits of an optical trackball

Key Differentiator • Scroll ring• Ambidextrous shape

• Ball under thumb means less precise cursor ontrol

• Right-handed only

• No scrolling • No scrolling

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Wireless Presenter with Laser Pointer and Memory

72236 [‘Project Condor’]• Product overview – Wireless presenter with flash memory in receiver

• 1 GB memory– Price/value sweet spot - enough room for multiple big

presentations / documents• USB 2.0 interface/speed

– No software required – plug-n-play– MSRP $74

• Need Fulfilled– Combining presenter and thumbdrive means one less thing to

carry, worry about, and lose

• Key competitive skus– Logitech presenter ($79)

• Key differentiation– Unique solution (among major brands) – integrated memory - for

added mobile convenience

• Primary message– Making presentations easier than ever for mobile professionals

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72236 [‘Project Condor’]

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Presenter withLaser Pointer and Memory

2.4 GHz Cordless Presenter(Logitech)

RemotePoint NavigatorVP4150(Interlink)

Wireless Presenter with Laser Pointer(Targus)

Presenter with Laser Pointer(Kensington)



Retail: $39.99/29.99Online: $27.78


Features & Benefits

• 1GB flash• 4-button control

for ease of use• Laser pointer• Designed for

comfort

• LCD display• Vibrating alert• Storable

receiver

• Raised icons and metal styling

• 50-foot range• Laser pointer

• Laser pointer• 30-foot range• Plug-n-play

• 4-button control for ease of use

• Laser pointer• Designed for

comfort

Positioning • Finally, a presenter that stores your presentations

• A cordless presenter to streamline your delivery.

• Features raised icons and sophisticated design for flawless, polished presentations

• Features all of the necessities that other competitive presenters offer

• Better presentations are just a click away

Key Differentiator

• Flash memory• Comfortable to

hold and easy to use

• Very complex to learn

• Not comfortable to hold

• Difficult to use and control

• Not comfortable to hold

• Poor reliability and workmanship

• Receiver doesn’t store

• Comfortable to hold and easy to use

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Washable USB/PS2 Keyboard with Antimicrobial Protection

64406 [‘Washable Keyboard’]• Product overview – Washable USB/PS2 keyboard– Antimicrobial protection in plastic– MSRP $39

• Needs fulfilled– For industrial environments (particularly healthcare) which

require more regular cleaning

• Key competitive skus– Unotron Antibacterial Corded Keyboard (S6000KB) ($45.99)

• Key differentiation– Price

• Primary message

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Logitech for BusinessImplications for Pro Fittm

• A validation of the Pro Fit™ product family and positioning – Comfort, robust 2.4 GHz wireless, plug-n-play simplicity

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Logitech for BusinessImplications for Pro Fittm

• Head-to-head, Pro Fit™ matches up well

Kensington LogitechWireless Desktops Pro Fit™ 2.4 GHz Wireless Desktop Set 49.99$ Pro 2800 Cordless Desktop 69.99$

Keyboards Comfort Wave 450 39.99$ Pro 2000 Cordless Keyboard 29.99$

Comfort Type™ Keyboard 19.99$ Internet 350 Keyboard 19.99$ Keyboard For Life™ 14.99$ Deluxe 250 Keyboard 14.99$

Notebook Mice VX Nano 69.99$ SlimBlade™ Mouse with Nano Receiver 39.99$ V450 Nano 49.99$ Pro Fit™ Retractable Mobile Mouse 19.99$

Desktop Mice Pro Fit™ 2.4 GHz Wireless Full-Size Mouse 29.99$ Pro Fit™ USB/PS2 Wired Full-Size Mouse 19.99$ Mouse-In-A-Box™ Optical 2 14.99$ RX250 Optical Mouse 14.99$ ValuMouse Optical 12.99$ Optical Wheel Mouse USB 9.99$

Wired Desktops Internet 350 Desktop (w/RX300 mouse) 29.99$ Deluxe 250 Desktop (w/Optical mouse) 19.99$

Wireless Presenters Wireless Presenter with Laser Pointer and Memory 79.99$ 2.4 GHz Cordless Presenter 79.99$ Wireless Presenter with Laser Pointer 59.99$

Trackballs Orbit™ Trackball with Scroll Ring 39.99$ Trackman Wheel 29.99$ Orbit™ Optical Trackball 29.99$ Trackman Marble 29.99$

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Questions?

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A peek at the future

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Documents

Fall ’09 Launch Control It! Bill Rathbone May 11, 2009