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The new iPhone 3Gs

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					The new iPhone 3GS
Belkin accessories

Mobility
June 11, 2009
                                                        Content

                                                               New iPhone 3GS
                                                               Market research
                                                               Product mix cases
                                                               Channel exclusive models
                                                               iPhone 3G hardgoods




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PM pack June                                                                                       April 24, 2009   2
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iPhone 3GS      |    the new design



Apple announced a new iPhone yesterday
     New name: iPhone 3GS.
            „S‟ stands for „Speed‟

     Slogan: „The fastest, most powerful iPhone yet‟

     Launch date: June 19
            US , Canada, France, Germany/Italy, Spain,
             Switzerland, UK

            Other countries will follow in the weeks to come

     Two new models: 16GB and 32GB
            Available in White or Black
            iPhone 3G 8GB remains in program as entry level
             model
     OS 3.0 has many new features built-in
            Free upgrade for current iPhone 3G users (video
             and voice control do not work)
            Paid upgrade for iPod Touch users




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iPhone 3GS    |   key feature improvements




    Functionality compared with Operating System 3.0
       iPhone 3GS will add digital compass, video, voice control and 3MP autofocus camera




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                                                          Market research
                                                                                    iPhone. Use. Design.

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Market Data - Environmentally friendly




    Consumers believe Apple is “green”




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Market Data - iPhone vs competition




     Why will the iPhone continue to grow?
    Apple has the highest user satisfaction

    Biggest contributors to the user satisfaction:

           Strong design and quality

           Interaction (touch screen, multi gesture input) and OS (interface & ease of use)

           Always connected and seamless integration of Phone, iPod, iTunes and web applications




                                                                                                                            Source: comScore, Oct 2008



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Market research - iPhone vs competition



                                                                                                     April 30, 2009




                              Source: J.D. Power and Associates 2009 Wireless Consumer Smartphone Customer Satisfaction StudySM — Volume 1



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Market research - iPhone is more then a just any mobile phone




    The iPhone is more then …
                                                                                                           iPod

                   Email

                                                                                                                     Phone


         Gaming


                                                                                                        Fashion statement

                Navigation

                                                                                                Always connected


                      Camera                                                       … just a phone


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Market research - iPhone users




   Who are iPhone users?



                                                                               Like technology, fashion minded
       Started male, but
   female is growing fast
                                                                               Highly active in messaging, media
                                                                               consumption, and entertainment

     Strong across ages
                                                                               Career oriented
                18 to 44


                                                                               Value saving time
     60% have income over $75K


                                                                               They are well informed about the iPhone


                                                                                                  Source: comScore, Oct 2008; Forrester, Mar 2008



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Market research - iPhone over iPod




   Why the iPhone is not like the iPod?

                        iPod                                                                           iPhone
   Buds out - Listening to music,                                     All out - Information sharing,
   buds say “I am an iPod”                                            camera, “show”
   Listen                                                             Listen, Talk, Learn
   Fills in the down time                                             Use all the time
   Passive more than active                                           Active more than passive




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Market research - iPhone vs smartphones




      Why the iPhone is not like other smartphones?

  Activity                                                                       iPhone users                 Smartphone users      Mobile Phone Users

  Take photos                                                                          82%                             61%                41%

  Send text message to other people                                                    81%                             78%                52%

  Access personal e-mail account                                                       79%                             57%                14%

  Access weather information                                                           71%                             41%                11%

  Access map or directions                                                             68%                             38%                 9%

  Listen to music                                                                      66%                             26%                 8%

  Access web search engine                                                             66%                             44%                10%

  Access local, national, or world news                                                57%                             38%                 9%

  Access social networking, content sharing, or blogging site                          54%                             26%                 7%

  Play games                                                                           45%                             47%                21%

  Access sports news or scores                                                         42%                             31%                 8%

  Access instant messaging service                                                     39%                             27%                 9%

  Watch video                                                                          37%                             13%                 3%




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User observations - iPod/iPhone use




   How iPod Users Share?




                   iPod users inter-connect iPods with cables
                                                                          Belkin solution:


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User observations - iPod/iPhone use




   How iPhone Users Share?




 iPhone users connect wireless
                   iPhone OS3 has full stereo bluetooth

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User observations - iPod/iPhone use




   How iPod Users Wear?




                                                                                            iPod users carry their iPod
                                                                                            „passively‟, on their arm, in a
                                                                                            pocket, in a bag

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User observations - iPod/iPhone use




   How iPhone Users Wear?




 iPhones are carried more visible,
 showing the product
                       Belkin solution: new, innovative case design

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Design trends - Color palette




  Quiet Optimism                  rich              serene                       muted                       everyday            fresh basics




       Color Intelligence: Belkin has been been building color intelligence for the past 3 years, and with it comes a decade of
       color experience from our lead CMF Specialist. We purchase global trend services from Paris, Milan, London and New York.
       Twice a year macro color trends are closely analyzed then distilled into a seasonal color palette appropriate for global mass
       retail and with our own signature twist.




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Design trends - Color palette




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Design trends - Color palette




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Design research - Design themes


    Design Themes ‟Vectors‟ inspiration; Forward Thinking; Beautiful; Structured Volume




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Design research - Design themes


    Design Themes ‟Vectors‟ custom graphic on products




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                                                                     iPhone cases
                                            Launch wave 1. Wave 2. Exclusive cases.

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iPhone 3GS        |    Silicone cases

      Grip Vector Duo                                            Grip vector                                                       Grip Ergo




  F8Z472eaBKC-2                                     F8Z474eaBKP / F8Z474eaBKB / F8Z474eaBKC                           F8Z460ea / F8Z460eaRED / F8Z460DKB
  SRP: €19.99                                       SRP: €19.99                                                       SRP: €19.99

  Customer benefit                                  Customer benefit                                                  Customer benefit
  - Package contains 2 cases: a black/caviar        - It‟s formed in a way that provides more                         - Enhanced ergonomics through grip-able
          & a clear/white model.                              comfortable feeling on hands.                                    exterior ribs for gaming, texting, and
  - Increased grip-ability                          - Increased grip-ability                                                   surfing
  - Screen overlay film included                    - Screen overlay film included                                    - Full access to connectors, buttons, and screen
                                                                                                                      - Screen overlay film included
  User experience                                   User experience
  - Enhanced design – improved fit, Material        - Enhanced design – improved fit, Material                        User experience
         durability, and wear-ability                      durability, and wear-ability                               - Enhanced tactile grip experience for device
                                                                                                                             and application use in the landscape
                                                                                                                             format




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iPhone 3GS   |     Leather cases

                  Leather Pull Tab                                                     Formed Leather Sleeve




             F8Z465ea                                                              F8Z338ea
             SRP: €34.99                                                           SRP: €34.99

             Customer benefit                                                      Customer benefit
             - Caller ID visible without taking out the                            -Immediate access to screen and all
                      iPhone                                                              functions
             - Retractable secure closure strap                                    -      Good protection
                                                                                   -      Screen overlay film included
             User experience
             - Integrated compact window to view                                   User experience
                      incoming calls & time                                        -      Full access to all controls and
                                                                                          connector
             Colors, materials, and finishes
             - Black, high quality leather, stamped                                Colors, materials, and finishes
                      custom graphical pattern                                     - Black, high quality leather & micro fiber
                                                                                            interior




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iPhone 3GS   |    Leather cases

                 Leather Flip Folio                                                 Horizontal Leather Holster




                 F8Z462ea                                                        F8Z463ea
                 SRP: €34.99                                                     SRP: €34.99

                 Customer benefit                                                Customer benefit
                 - Retractable secure strap                                      - Wearable belt clip
                 - Form fitting design                                           - Quick release feature
                 - Full access to controls, dock
                          connector, and touch screen                            User experience
                 - Screen overlay film included                                  - Quick & Easy access to your iPhone

                 User experience                                                 Colors, materials, and finishes
                 - Custom micro injected home key                                - Black, high quality leather & micro fiber interior
                        integrated in the face of case
                        improving actuation of home
                        key

                 Colors, materials, and finishes
                 - Black, high quality leather & micro fiber
                          interior
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iPhone 3GS   |   Acrylic cases

                  Bodyguard Clear                                                     Bodyguard Halo




                 F8Z410eaCLR                                                         F8Z461ea031 / F8Z461ea006
                 SRP: €34.99                                                         SRP: €34.99

                 Customer benefit                                                    Customer benefit
                 - Maximum protection in thin and clear                              - Exterior rubber frame for increased grip-ability &
                          hard case solution                                                  protection to volume and hold buttons
                 - Interior rubber rails to prevent                                  - Internal rubber rails to prevent scratches to device
                          scratches to the iPhone                                    - Full access to connector, buttons, and touch screen
                 - Full access to connectors, buttons                                - Removable base for dock-ability
                          and touch screen
                 - Screen overlay film included                                      User experience
                                                                                     - Rubber exterior frame provides maximum tactility
                 User experience                                                            with minimal bulk yet easily slip into your
                 - Maximum protection yet full                                              pocket
                        exposure to iPhone design
                                                                                     Colors, materials, and finishes
                                                                                     - Reference Clear Polycarbonate, co-molded rubber
                                                                                             exterior frame and interior rails

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iPhone 3GS   |    Acrylic cases

                           Bodyguard Hue




             FZ455ea038 / F8Z455ea047 / F8Z455ea027 / F8Z455ea041
             SRP: €34.99

             Customer benefit
             - Color combination through the assembly of two
                      separate cabinets
             - Full access to connectors, buttons, and screen

             User experience
             - Mix and match colors. Intriguing colour play
             - Enhanced tactile grip experience for device and
                     application use in the landscape format

             Colors, materials, and finishes
             - Reference Translucent Polycarbonate (1.8mm -
                     2mm), textured exterior, polished interior




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iPhone 3GS   |      Acrylic cases

                           Micra Flex                                                                Bodyguard Cinema




                 F8Z469ea / F8Z469eaHPK / F8Z469ea043                                    F8Z457ea048
                 SRP: €34.99                                                             SRP: €34.99

                 Customer benefit                                                        Customer benefit
                 - Highly grip-able exterior surface & protective                        - Durable kickstand that stores compactly inside the
                          interior surface through soft touch paint                               plastic cabinet case
                 - Enhanced protection to volume and hold buttons                        - Full access to connectors, buttons, and screen
                          (In Development)                                               - Snap on assembly

                 User experience                                                         User experience
                 - UltraThin cover, yet full protection against                          - Kickstand feature for movie & video viewing
                          scratches
                 - Easy removal of case through U Shape FLEX                             Colors, materials, and finishes
                          POINT                                                          - Polycarbonate, polished exterior rear cabinet
                                                                                                 combined with soft touch painted top cabinet
                 Colors, materials, and finishes
                 - Reference Polycarbonate Housing only 0.8mm
                         thick, Soft Touch exterior & interior paint

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iPhone 3GS   |    Acrylic cases

                   Bodyguard Cush                                                                   Bodyguard 360




             F8Z470ea / F8Z470ea043                                                     F8Z471eaKG / F8Z471ea041
             SRP: €34.99                                                                SRP: €34.99

             Customer benefit                                                           Customer benefit
             - Maximum protection through the fusion of hard                            - Fully protective plastic touch screen integrated into
                       and soft materials                                                        the case (same technology as click wheel
             - Interior rubber lining to prevent scratches to the                                protection)
                       iPhone device                                                    - Snap on top and bottom cabinets. Grip-able top
             - Full access to connectors, buttons, and touch                                     cabinet applied with soft touch paint
                       screen                                                           - Full access to connectors, buttons, and screen

             User experience                                                            User experience
             - Easy device removal using the island Flex Point                          - Complete protection of touch screen yet full access
                                                                                               to screen and all controls
             Colors, materials, and finishes
             - Polycarbonate exterior co - mold with                                    Colors, materials, and finishes
                     rubber/TPU/silicone interior lining,                               - Reference Polycarbonate, polished back cabinet,
                     opaque polish and textured surfaces                                        translucent soft touch top cabinet

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iPhone 3GS          |     Sports armband

               Neoprene Sports Armband




 F8Z459ea
 SRP: €29.99


 Customer benefit
 - Perforations for better breathability
 - Reflective silver race track for street safety
 - Dual size slots for larger range fit

 User experience
 - Slimmer design with integrated Velcro for maximum comfort
 - Wash your sport armband in your washing machine

 Colors, materials, and finishes
 - Black, neoprene


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iPhone 3GS      |    How do we built the range?



Belkin iPhone case range
     Great selection of cases, different designs,
      different propositions
                                                                                                                      Channel
     But how to sell the range? The full range can be
                                                                                                                      Exclusive
      divided in 3 groups:
                                                                                                                        Case
            1. Key range: 8 SKUs that every (r)etailer should
             have in their product mix.

            2. A-class: first addition to the to the core range: 12
             SKUs to expand the range, new colours and
             models to the core range..                                                                            1. Key range

            3. B-class range: Second additional range of
             iPhone cases in order to complete the full product
             line-up of MSG for iPhone; including all models and
             colours for the larger stores/planograms.                                                                         2.
            Channel exclusive cases: Special designs to be                                                                    3.
             used with a specific channel or customer within the
             region.

                                                                                                                                    visual overview range




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iPhone 3GS   |      The range split up




                 Key           A-class         B-class             Description
                 F8Z338ea                                          iPHONE 3G FORMED LTHR SLV * BLACK
                 F8Z460ea                                          iPHONE X1 ERGO SLCN * BLACK
                 F8Z474eaBKB                                       iPHONE X1 VECTOR SLCN SLV * BLACK/BLUE
                 F8Z455ea027                                       iPHONE X1 HUE * GRAY/TRANSLUCENT WHITE
                 F8Z461ea031                                       iPHONE X1 HALO * CLEAR/YELLOW
                 F8Z469ea                                          iPHONE X1 MICRA FLEX * BLACK
                 F8Z471eaKG                                        iPHONE X1 360 * BLACK/GRAY
                 F8Z470ea                                          iPHONE X1 BODYGUARD CUSH * BLACK
                               F8Z410eaCLR                         iPHONE 3G PLYCRBNTE CSE * CLEAR
                               F8Z459ea                            iPHONE X1 DUALFIT ARMBAND * BLACK
                               F8Z462ea                            iPHONE X1 LTHR FOLIO * BLACK
                               F8Z465ea                            iPHONE X1 LTHR PULL TAB * VIEW; BLACK
                               F8Z472eaBKC-2                       iPHONE X1 SILICON SLV * TXTRD;BLACK & CLEAR;2PK
                               F8Z474eaBKC                         iPHONE X1 VECTOR SLCN SLV * BLACK/CLEAR
                               F8Z474eaBKP                         iPHONE X1 VECTOR SLCN SLV * BLACK/PINK
                               F8Z455ea038                         iPHONE X1 HUE * GRAY/YELLOW
                               F8Z455ea041                         iPHONE X1 HUE * GRAY/GARNET
                               F8Z461ea006                         iPHONE X1 HALO * CLEAR/BLACK
                               F8Z471ea041                         iPHONE X1 360 * GRAY/GARNET
                               F8Z470ea043                         iPHONE X1 BODYGUARD CUSH * GARNET
                                               F8Z463ea            iPHONE X1 LTHR HOLSTER * HORIZONTAL; BLACK
                                               F8Z460eaDKB         iPHONE X1 ERGO SLCN * DARK BLUE
                                               F8Z460eaRED         iPHONE X1 ERGO SLCN * RED
                                               F8Z455ea047         iPHONE X1 HUE * TRANSLUCENT WHITE/BLUE
                                               F8Z457ea048         iPHONE X1 CINEMA * BLACK/SILVER
                                               F8Z469ea043         iPHONE X1 MICRA FLEX * GARNET
                                               F8Z469eaHPK         iPHONE X1 MICRA FLEX * HOT PINK




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                                iPhone exclusive case
                                                               Special patterns. One shot deal.

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iPhone 3GS   |   Exclusive models


                          Grip Curve                                                                Grip Shift




                 F8Z497eaBKB / F8Z497ea035 / F8Z497ea051                            F8Z495eaBKB / F8Z495ea035 / F8Z495ea051


                  Colour and pattern
                  - Special created patterns for US customers

                  Customer benefit
                  - It‟s formed in a way that provides more comfortable feeling on hands.
                  - Increased grip-ability
                  - Screen overlay film included

                  User experience
                  - Enhanced design – improved fit, Material durability, and wear-ability



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                                                                               Hardgoods
                                                         FM transmitters. Chargers. Cables.

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Product logic       |   Snapshot hardware range „Works with iPhone‟




       Chargers, In-car solutions, Cables, Screen protection




       The Belkin iPhone certified accessories are to be submitted for „Works with iPhone 3GS‟ official
        approval.

       No major issues to be expected. Accessories that work with the iPhone 3G work with the new iPhone
        3GS. The packaging will be re-designed and for current stock a sticker will be developed, both once
        the iPhone 3GS icon is released by Apple.

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Thank you

				
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