Optimus
Maximus
Keyboard

 
 


Designed
and
manufactured
by
Art
Lebedev



 
 
 
 
 Prepared
for
Professor
Richardson
by:





Bryan
Ploen
 Diwei
Li
 Carolina
Salcedo
 Tanya
Vitellaro


 Zane
Westmoreland
 





TABLE
OF
CONTENTS
 
 Introduction
 Page
3



 SWOT
Analysis
 Page
4



 Marketing
Mix
 Page
8



 Target
Market
Segmentation
 Page
11



 Branding
 Page
12



 Market
Research
 Page
13



 The
Marketing
Environments
 Page
15



 Product
Planning
 Page
19



 Summary
of
Contingencies
 Page
22



 The
3M’s
 Page
24



 Conclusion
&
Our
Team
 Page
27



 Works
Cited



 


Page
28


2


INTRODUCTION
 
 



What
is
the
Optimus
Maximus
Keyboard?



 The
Optimus
Maximus
is
a
keyboard
that
addresses
the
problem
of
static
keyboard
 characters
.
It
solves
the
problem
by
embedding
a
miniature
OLED
(Organic
Light
 Emitting
Diode)
screen
on
each
key.
The
combination
of
these
technologies
allow
for
 a
customizable
keyboard
experience.

 
 


Why
Organic
Light
Emitting
Diode?




 OLED
provides
better
quality
and
uses
less
energy
 than
LCD
and
LED.
OLED
relies
on
thin
films
of
organic
 molecules
that
allow
the
technology
to
be
used
for
 smaller
applications.
OLED
is
widely
believed
to
be
 the
successor
to
LED
technologies.
Many
of
the
 upcoming
television
manufacturers
will
utilize
this
 technology
to
have
even
slimmer
and
higher
quality
 offerings.
(Howstuffworks,
2008)
 
 
 
 
 
 Lead
designer
Artemy
Lebedev
founded
Art
 Levedev
in
1995.
It
is
a
privately
held
design
 studio
that
does
work
in
graphic,
web,
and
 industrial
design.
Today
Art
Lebedev
is
headed
 out
of
Moscow,
Russia
and
employs
a
staff
of
over
 200
employees
that
are
constantly
on
the
go
with
 numerous
varying
design
projects.

 
 
 
 
 
 
 
 





Art
Lebedev
Brief
History:





3



 Why
we
chose
this
product
 
 We
chose
this
product
because
it
uses
a
new
and
emerging
technology
in
an
 innovative
way
that
could
possible
change
the
way
people
interact
with
computers.
 Art
Lebedev
is
a
design
studio;
this
product
needs
a
focused
effort
to
be
successful.
 Thus
their
current
situation
is
in
need
of
a
strong
marketing
plan.

 
 









 








4


SWOT
ANALYSIS
TABLE
 
 
 Strengths


Weaknesses



 ‐
First
to
market:
no
current
 competition
 
 ‐
Fully
Customizable:
solves
language
 issues,
accessibility
issues
 
 ‐
Cross
platform:
works
on
Windows,
 Mac,
Linux
 
 ‐
Strong
product
orientation.



 ‐
Expensive
 
 ‐
New
technology;
anticipated
bugs
 
 ‐
Product
durability,
damageability,
 and
lifetime
 
 ‐
Small
Russian
design
firm;
 Inadequate
funding
for
mass
 production
&
marketing.

 
 


Opportunities


Threats



 ‐
Potential
for
product
development
 
 ‐
Potential
for
product
diversification

 
 ‐
First
to
product
keyboard;
ability
to
 set
standards
for
OLED
keyboards
 
 ‐
Ability
to
supply
small
OLED
for
other
 usages



 ‐
Similar
Patent
issues
from
Apple;
 foreseeable
competition,
potential
 legal
issues.
 
 ‐
Cheaper
Knock‐offs
once
product
 becomes
popular
 
 ‐
Emergence
of
new
competing
display
 technologies
 
 ‐
Potential
short
life
cycle
can
lead
 reliability
issues.
 









 
 
 


5





SWOT
ANALYSIS
IN­DEPTH
 


Strengths





The
largest
strength
the
Optimus
Maximus
 keyboard
has
is
that
it
is
currently
the
only
fully
 customizable
OLED
keyboard
available
to
the
 general
public.
This
makes
the
keyboard
the
 front‐runner
and
gives
us
a
great
head
start
on
 the
competition.
A
customizable
keyboard
is
a
 new
concept
for
the
consumer
market,
however
 there
are
many
incredible
benefits
it
provides
 over
conventional
static
keyboards.
First,
the
 Optimus
Maximus
is
fully
customizable
and
with
 its
cross
platform
software,
it
can
be
configured
 in
any
way
an
individual
desires.
If
they
want
to
 have
the
keyboard
in
alphabetical
order,
maybe
higher
contrast
white
text
on
black
 keys,
or
a
key
that
displays
the
current
weather.
This
keyboard
becomes
more
 useful
when
it
is
configured
to
a
particular
application,
for
example
Adobe
 Photoshop
where
once
the
ctrl
button
is
pushed
all
keys
dynamically
change
to
 show
the
user
all
their
options,
or
in
a
video
game
where
a
player
can
finally
see
all
 the
various
options
available
during
game‐play.

 


Weaknesses



 The
most
difficult
thing
about
selling
the
Optimus
Maximus
keyboard
is
that
most
 people
are
not
willing
to
spend
$500+
for
a
keyboard.
There
is
not
much
that
can
be
 done
about
the
price
point
because
it
is
in
direct
relationship
to
the
cost
of
a
new
 and
emerging
technology,
the
miniature
OLED
screens.
While
this
may
seem
like
a
 huge
weakness,
currently
the
product
is
so
unique
that
Art
Lebedev
is
unable
to
 keep
up
with
the
orders
since
their
production
facilities
are
very
limited.

 
 Art
Lebedev
also
needs
to
worry
about
the
fragility
of
OLEDs.
OLEDs
do
have
a
 considerable
shelf
life
of
around
5
years,
which
is
not
bad
for
a
keyboard.
The
 problem
is
that
the
keyboard
is
comprised
of
dozens
of
the
these
little
OLEDs,
thus
it
 is
probable
that
some
of
those
screens
may
not
last
what
is
considered
to
be
a
 normal
shelf
life
and
will
need
to
be
replaced.

 
 The
last
major
weakness
has
to
do
with
Art
Lebedev
itself;
a
small
Russian
design
 firm.
A
product
like
this
would
greatly
benefit
from
the
instant
credibility
that
would
 be
received
had
the
same
product
been
made
by
companies
such
as
Sony
and
Apple.
 As
it
currently
stands
not
only
do
people
have
to
take
a
leap
of
faith
on
a
new
type
of
 product,
but
also
from
a
company
with
an
unproven
track
record
at
a
cost
of
over
 $500.

 
 


6


Opportunities



 The
greatest
opportunity
Art
Lebedev
 has
with
the
Optimus
Maximus
 keyboard
is
that
there
are
many
abilities
 for
product
diversification.
The
idea
of
a
 customizable
keyboard
is
still
relatively
 undeveloped,
leaving
a
great
 opportunity
to
come
up
with
new
 concepts.
Art
Lebedev
has
already
done
 work
on
this
front
with
their
Optimus
 Tactus
concept,
which
combines
the
 usage
of
one
large
OLED
with
a
touch
 sensitive
interface.

 
 Being
first
to
market
with
the
Optimus
 Maximus
gives
Art
Lebedev
the
ability
to
establish
their
keyboards
as
‘the
original’
 in
the
customizable
keyboard
market
and
is
something
branding
will
need
to
 establish
as
the
company
develops.

 
 Another
major
opportunity
is
that
Art
Lebedev
will
be
working
with
the
 manufacturers
of
these
OLED
screens
from
an
early
stage,
which
will
give
them
a
 strong
opportunity
to
become
distributors
of
these
OLED’s
to
other
manufactures
 such
as
Dell
for
usage
in
other
applications
such
as
laptops.




 Threats
 
 It
was
announced
in
early
2008
that
Apple
had
filed
for
a
patent
that
allowed
for
a
 customizable
keyboard
interface
that
operates
with
the
use
of
individual
screens
on
 each
key.
This
of
course
means
one
of
two
things.
First,
Apple
will
engage
in
legal
 activities
if
they
believe
we
are
infringing
on
their
patent.
Second,
it
is
a
very
good
 indicator
that
Apple
will
at
some
point
be
entering
the
market
and
becoming
our
 competitor.
Apple
may
of
course
and
probably
will
decide
to
do
both.
 
 Our
second
major
threat
is
that
our
product
relies
upon
a
new
and
comparatively
 untested
technology.
This
leaves
a
great
risk
of
reliability
and
quality
control
issues.
 Shorter
than
expected
OLED
life
expectancy
would
hurt
overall
customer
 satisfaction
and
severely
damage
our
brand
reputation
and
ultimately
our
sales.

 
 Our
last
major
threat
is
the
entrance
of
cheaper
knock‐offs
to
the
market.
Our
 branding
must
differentiate
our
product
from
everyone
else
so
that
we
do
not
enter
 a
price
war
with
the
knock‐off
keyboard
market
to
maintain
our
own
revenues.




 


7



 MARKETING
MIX
 
 Product



 Optimus
Maximus
is
a
computer
keyboard
with
USB
connectivity
that
utilizes
 individual
OLED
(Organic
Light
Emitting
Diode)
technology
in
each
key.

This
use
of
 a
stand‐alone
display
in
each
separate
key
allows
for:
 - Full
customization/individualization
of
key
layouts
 - Use
with
multiple
languages
 - Use
with
multiple
applications/games
 - Continuous
ability
for
software/template
updates
 








Price



 The
current
price
for
a
Optimus
Maximus
keyboard
is
between
$400
and
$1500
 (depending
on
model).

During
early
stage
of
product
life
cycle
and
early
marketing,
 we
will
keep
current
price
as
is,
attempting
to
create
an
exclusive
market.

This
will
 result
in
a
high
starting
profit
while
demand
is
high
over
a
short
term.

As
marketing
 and
product
awareness
increases
we
will
slowly
drop
the
price
in
an
attempt
to
 market
to
all
of
our
target
segments,
especially
on
a
more
personal
level,
bringing
 the
Optimus
Maximus
to
an
affordable
price
for
personal
use.

Our
price
will
be
flat
 prices
set
by
us
to
avoid
price
wars
among
competitors.

Business
prices
are
 determined
based
on
the
number
of
keyboards
required
(ex.
Higher
the
number
of
 keyboards,
the
lower
the
price
per
unit).



 
 
 



 
 
 


8


Promotion



 Most
of
our
marketing
plan
will
focus
on
a
promotion
mix
of
mass
selling
along
with
 personal
selling.
 
 
 Mass
Selling:

 
 - Online
Community:

We
will
create
new
website
solely
for
Optimus
 keyboards
with
the
domain
name
Optimuskeyboards.com.

This
will
clearly
 display
the
product
description
and
provide
an
interactive
display
of
FAB’s.

 An
online
community
will
be
achieved
through
discussion
board
section
of
 website
where
owners
and
potential
customers
can
share
feedback,
reviews,
 and
configurations.

A
Facebook
group
will
also
be
created
for
additional
 buzz
through
groups
and
postings.

 
 - Search
Engine
Optimization:

With
the
new
website
we
will
focus
on
Meta
 tags,
description
tags,
along
with
paid
submission
to
all
major
search
engines.
 
 
 
 
 - Viral
Marketing:

We
rely
a
great
deal
on
viral
marketing
since
the
brand
 Optimus
Maximus
combined
with
the
uniqueness
of
the
OLED
keyboard’s
 FAB’s
will
certainly
achieve
a
high
level
of
buzz
from
consumers
on
its
own.
 
 - Banner
Ads:

We
will
post
banner
ads
on
computer/technology
related
 websites
determined
through
our
market
research.

This
will
create
brand
 and
product
awareness
along
with
bring
traffic
into
our
 Optimuskeyboards.com
product
website.

This
will
also
aid
our
search
engine
 optimization
through
links
in
and
aid
our
market
research
through
traffic
 analyses
via
click‐throughs.
 
 - Placement
in
Media:

We
will
focus
on
product
placement
in
popular
TV
 shows
and
movies
that
correspond
to
our
target
markets.
 
 - Trade
Shows:

There
will
be
a
strong
focus
on
promotion
at
 electronic/technology
tradeshows
around
the
world
to
create
awareness.

 This
will
ensure
we
hit
a
large
number
of
our
target
market
in
one
place
and
 give
the
ability
to
display
the
FAB’s
of
our
product.

Also
attempt
to
create
 publicity
through
the
uniqueness
and
brand
name
of
our
Optimus
keyboards.
 
 
 





9


-

Endorsements:

Although
we
are
not
looking
for
a
spokesperson
or
sole
 endorser,
we
would
want
to
get
certain
celebrities
on
board
such
as
talk
 show
host
Oprah.

We
could
gain
Oprah’s
attention
by
showcasing
its
ability
 to
help
the
disabled.
Product
placement
is
another
avenue
we
believe
we
will
 explore
if
possible;
appearances
on
popular
television
shows
such
as
CSI
 would
provide
great
exposure
for
our
keyboards.



-

Sales
Promotions:

Limited
focus
on
sales
promos,
but
could
provide
some
to
 talk
shows
such
as
Oprah
for
giveaways
or
for
contests
at
tradeshows.




 



 Personal
Selling:
 
 - P2P
Selling:

For
our
business
market
we
will
use
personal
selling
with
a
 product
orientation
as
we
feel
our
product
is
a
one
that
can
sell
its
self
once
 discussed
on
a
personal
level
with
business
representatives
from
our
various
 targeted
business
markets.
 



 Place/Location



 The
Optimus
Maximus
keyboard
will
be
sold
online
through
the
designer
company
 Art
Lebedev
as
well
as
through
the
new
Optimuskeyboards.com
website
with
 integrated
payment
options
available
with
MasterCard
/
Visa
/
 Paypal.

We
will
also
bring
the
keyboard
to
a
more
retail
level
by
 selling
at
select
electronic
/computer
retail
stores
throughout
the
 world
such
as
Future
Shop
or
Best
Buy
in
Canada.
(Not
all
locations
 through
the
world,
only
those
that
we
 decide
upon
based
on
market
and
 economic
environment
research).
 
 



 



 
 
 
 
 
 


10


TARGET
MARKET
SEGMENTATION
 
 Since
the
Optimus
Maximus
keyboard
is
so
versatile,
there
will
be
a
strong
focus
on
 several
different
target
markets.

In
general,
our
market
will
include
a
core
 consumer
base
such
as:
multi‐taskers,
tech‐savvy
individuals,
creative
users,
those
 with
a
diverse
use
of
applications,
multi‐lingual
user,
gamers,
and
those
seeking
 increased
efficiency.


 
 Our
target
market
can
be
divided
into
two
main
segments.
 


Personal
Use
 


Our
personal
users
segment
would
consist
of
several
heterogeneous
groups
that
 are
very
different,
making
it
worthwhile
to
target
each
of
them
individually.
 - Multi­Taskers:

Those
who
take
on
several
tasks
at
one
time
while
using
the
 computer,
who
could
certainly
benefit
from
the
customization
of
the
Optimus
 Maximus
keyboard
 - Tech­Savvy:

Technology
enthusiasts
who
seek
the
latest
technological
gadgets,
 individualization,
customization
and
have
an
above
average
interest
in
 computers
and
electronics.
 - Creative
Users:

Those
who
use
computers
for
designing
and
creative
activities
 such
as
graphic
designers,
videogame
engineers,
animation
experts…etc.

 - Multi­Lingual
Users:

Anyone
who
may
use
their
computer
in
a
non‐English
 language
or
requires
their
computer
to
output
multiple
languages
 - Gamers:

Those
who
frequently
or
solely
use
their
computers
for
gaming,
where
 customization
is
key
to
high
performance.
 





Business
Use
 


Our
business
users
segment
would
consist
of
a
substantial
group
that
is
large
 enough
to
make
it
worthwhile
to
target
them
individually.
 - Increased
Efficiency:

Businesses
seeking
increased
efficiency
through
 customization
 - Multi­Tasking:

Businesses
seeking
the
ability
to
make
multi‐tasking
easier
for
 their
employees
 - Creative
Use:

Businesses
with
a
creative
sector
with
several
employees
who
 would
benefit
from
individualization
of
keyboard.



 



 
 


11


BRANDING
 
 Currently
the
Optimus
Maximus
does
not
hold
a
strong
brand
 awareness
as
it
is
under
the
Art
Lebedev
Russian
design
firm.

 We
will
create
a
strong
brand
of
Optimus
keyboards
through:
 

 - Distinct
Website:

the
separate
focused
website
Optimuskeyboards.com
will
 allow
for
a
new
identity
with
much
stronger
branding
power
and
allows
us
to
 differentiate
and
focus
our
product
lines.
 - Brand
Name:

Rely
on
our
strong
product
name
Optimus
Maximus
that
we
will
 keep
as
is
since
it
holds
current
signifiers
that
 relate
to
maximum
optimization
which
 correspond
to
our
product
strengths
of
 optimization,
customization,
individualization,
 and
maximum
efficiency.

This
brand
name
 will
be
strengthened
through
consistency
 through
our
promotional
mix.
 - Brand
Logo:

We
will
create
separate
logo
for
Optimus
Maximus
to
increase
 brand
distinction
separate
from
Art
Lebedev.

 - Repetition:

Focus
on
repetition
in
promotional
mix,
as
it
will
lead
to
increased
 awareness
quicker.



 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 





12


MARKET
RESEARCH
 


The
Optimus
Maximus
keyboard,
with
its
unique
features,
innovative
design,
 and
exceptional
potential
for
customizability,
has
the
opportunity
to
succeed
across
 several
target
markets.


In
order
to
create
an
effective
marketing
campaign,
it
is
 necessary
to
identify
the
unique
needs
of
each
target
market
and
how
our
product
 can
be
modified
to
respond
to
their
needs.

In
addition,
it
we
will
also
monitor
the
 trends
in
the
high‐tech
market
and
continually
benchmark
the
performance
of
our
 product.

 
 We
will
carry
out
market
research
using
the
following
methods,
which
we
believe
 will
combine
traditional
research
strategies
with
techniques
that
will
capture
the
 ideas
and
imagination
of
an
information
audience:
 
 - Hire
a
team
of
Internet
researchers
to
monitor
trends
on
high
tech
blogs
 and
other
sites.

These
researchers
will
act
as
human
‘spiders’
to
sort
through
 online
communities.

Since
many
high
 tech
concepts
are
first
revealed
online,
 keeping
steady
surveillance
of
key
sites
 will
allow
Art
Lebedev
to
stay
updated
 on
what
competitors
are
offering,
 emerging
trends,
and
most
importantly,
 harness
the
ideas
of
the
educated
and
 imaginative
members
who
participate
 in
many
of
these
communities.

As
a
 part
of
this
initiative,
it
will
be
important
to
ensure
that
the
Optimus
Maximus
 keyboard
remains
a
topic
of
discussion
 among
key
communities
so
our
 company
can
get
ideas
and
feedback
on
 how
to
improve
the
keyboard.

We
will
 begin
by
attracting
more
traffic
to
the
 existing
Art.
Lebedev
Project
Blog
(see
 images)


 
 - Hold
specialized
focus
groups
 respective
to
each
target
audience.

Since
our
product
has
the
potential
to
 appeal
to
several
groups
of
consumers,
it
will
be
prudent
to
carry
out
focus
 groups
that
reflect
those
differences.

We
will
bring
in
8‐10
members
of
each
key
 group:
tech‐savvy
designers,
gamers,
and
programmers,
office
executives
and
 customer
service
representatives,

and
domestic
users

including
those
with
 vision
impairments.

 


13


-

-

-

-

-

-

Communicate
with
several
office
executives
about
how
the
Optimus
Maximus
 can
be
an
ideal
office
solution.
This
may
require
cold
calling,
correspondence,
 and
personal
selling.

 
 Get
exposure
at
consumer
electronic
shows
and
gather
customer
feedback.
 This
could
be
through
a
combination
of
in
person
feedback,
paper
 questionnaires,
and
online
surveys.
 
 Let
professionals
as
well
as
domestic
consumers
in
the
field
try
the
 Optimus
Maximus
for
a
specified
period‐
in
exchange,
they
will

help
create
 buzz
and
provide
honest
feedback.

Here
we
will
especially
target
prominent
 online
personalities
in
the
high‐tech
community,
as
well
as
gamers,
 programmers,
and
designers.

 
 Send
a
team
to
high­tech
stores
to
scope
out
what
the
competition
is
 selling,
particularly
to
stores
that
will
also
sell
the
Optimus
Maximus.

The
team
 will
collect
information
about
the
competition’s
products
and
pricing,
as
well
 as
why
consumers
would
choose
one
product
over
another.


 
 Viral
and
online
marketing.
Create
viral
marketing
campaigns
to
act
as
surveys
 as
well
as
to
create
hype.
Offer
 consumers
discounts
off
the
OM
in
 exchange
for
their
feedback
and
 concrete
ideas.


 
 Improve
the
visibility
of
the
Art
 Lebedev
website,
track
visitor
 navigation
and
enable
easy,
quick
 methods
of
consumer
feedback
on
it.






 
 
 
 
 
 


14


THE
MARKETING
ENVIRONMENTS

 
 


Competitive
Environment




 
 Currently
the
Optimus
Maximus
is
the
only
OLED
keyboard
on
the
market.
 However
Apple
has
applied
for
a
patent
on
a
similar
piece
of
technology.
Thus
it
 would
be
safe
to
say
that
Apple
would
be
our
biggest
competitor
assuming
no
legal
 contingencies
regarding
the
patent
occur.

 
 
 
 As
the
Optimus
Maximus
begins
to
penetrate
the
market
so
will
competition.
 Other
companies
may
start
to
develop
similar
technologies,
which
is
expected
in
this
 technologically
innovative
age.
As
in
the
contingency
plan,
the
best
way
to
react
to
 the
competition
is
to
create
the
brand
of
Art
Lebedev
and
the
Optimus
Maximus
 keyboard
before
they
enter
into
our
market.
Creating
a
product
that
is
like
no
other
 and
offers
the
consumer
more
of
what
they
did
not
know
they
needed
will
help
the
 keyboard
maintain
its
lead
in
the
market.

 
 
 Although
there
will
be
other
smaller
competitors
in
the
market,
the
major
one
 that
will
holds
a
significant
threat
is
Apple.
The
Optimus
Maximus
holds
a
major
key
 competitive
advantage
if
it
has
to
compete
with
Apple:
Compatibility.
The
Optimus
 Maximus
will
be
able
to
run
on
all
major
operating
system
including
Mac
OS
X.
Apple
 has
traditionally
created
hardware
and
software
that
is
first
released
proprietary
to
 their
own
operating
system.
This
will
allow
for
the
Optimus
Maximus
to
maintain
 and
continue
building
our
consumer
base
with
PC
and
Linux
users,
until
Apple
 decides
they
want
to
release
the
keyboard
to
all
major
platforms.

 
 
 A
similar
scenario
has
already
occurred
between
Apple
and
RIM.
RIM’s
 Blackberry
was
able
to
stay
on
top
of
the
business
market
because
of
strong
 compatibly
in
the
most
common
business
environment
(Microsoft
based
Operating
 Systems).
The
importance
of
synchronizing
seamlessly
with
Outlook
and
push
email
 was
much
stronger
to
the
business
user
than
the
flashy
entertaining
features
of
the
 iPhone.
They
were
able
to
provide
the
business
market
with
the
features
they
 needed
while
the
iPhone
could
not
 (http://www.financialpost.com/trading_desk/technology/story.html?id=356599).

 The
strong
branding
in
the
business
market
as
a
business
icon
has
help
with
their
 competitive
advantage
over
Apple.

 
 


Political/Legal/Regulatory
Environment




 
 As
mentioned
briefly
above,
one
potential
legal
issue
that
may
arise
is
the
 patent
Apple
has
filed
in
the
United
States.
As
it
would
not
affect
how
Art
Lebedev
 sells
in
the
European
or
Asian
markets
we
would
be
affected
in
the
US
market.
Once
 and
if
the
Apple
patent
is
approved
and
the
Optimus
Maximus
proves
to
contain
 


15


patent
infringements,
Art
Lebedev
must
then
immediately
seize
sales
which
would
 be
detrimental
to
the
bottom‐line.
We
could
also
face
lawsuits
pertaining
to
any
 infringement.

 
 
 Another
issue
that
could
affect
the
way
Art
Lebedev
markets
the
Optimus
 Maximus
keyboard,
is
regulatory
and
political
rules
that
must
be
followed.
 Currently,
China
will
be
(if
they
have
not
already),
reducing
the
amount
of
tariffs
on
 imports
and
also
regulating
the
cost
of
their
own
domestic
goods.
These
new
 regulations
are
in
response
to
the
inflation
(Forbes,
2008).
This
type
of
regulation
 works
both
ways
for
the
keyboard.
It
will
be
cheaper
to
sell
in
China;
however,
 decreasing
prices
on
their
domestic
goods
will
make
competition
fiercer.
That
 obviously
depends
on
if
they
have
a
similar
product,
and
China
usually
does
not
wait
 long
to
knock‐off
popular
high
tech
products
such
as
the
Optimus
Maximus.

 
 
 A
domestic
regulation
that
will
also
affect
how
Art
Lebedev
does
business
at
 home
and
abroad
is
on
subsidiaries.
Many
governments
provide
subsidiaries
or
any
 other
form
of
government
funding;
this
will
help
Art
Lebedev
tremendously.
 
 
 
 


Economic
Environment




 
 There
are
many
economic
changes
that
are
currently
happening
which
will
 affect
where
and
how
we
do
business.
The
United
States
is
in
recession,
China
and
 India
are
in
and
economic
boom
compared
to
where
they
were
ten
years
ago,
and
 Europe
seems
to
be
stable.
As
long
as
the
governments
of
these
countries
do
not
set
 impossible
regulations,
analyzing
where
to
do
business
based
on
economic
status
 would
be
easy.

 
 
 For
our
purposes
we
believe
the
strongest
way
to
evaluate
the
economy
of
a
 country
in
relevance
to
our
product
is
to
analyze
Internet
access
by
country.
 Although
this
may
seem
like
an
unorthodox
way
of
judging
an
economy,
it
provides
 us
with
exactly
what
we
want,
powerful
statistical
evidence
of
how
many
individuals
 are
able
to
afford
computers
and
in
addition
can
be
reached
via
the
Internet.
These
 individuals
represent
the
bare
minimum
requirements
for
our
target
market.
We
 will
use
data
on
total
users
who
access
the
Internet,
and
for
additional
information
 we
will
also
keep
in
mind
Internet
access
per
capita
which
will
allow
us
to
see
how
 concentrated
our
potential
market
is.
(NationMaster,
2008)
 
 
 
 





16



 



 NationMaster
Screenshots,
2008


Sociocultural/Ethnic/Linguistic
Environment




 
 Many
existing
keyboards
out
on
the
market
today
do
not
cater
to
this
 marketing
environment.
Their
static
features
create
barriers
for
users
who
do
not
 write
in
a
specific
language,
or
those
who
are
visually
impaired.
Those
static
 keyboards
also
make
gaming
quite
technical.

 
 
 
 The
Optimus
Maximus
resolves
the
static
issue
of
the
current
keyboard
and
 provides
users
with
the
ability
to
customize.
The
keyboard
caters
to
many
different
 cultures.
Cultures
like
the
gaming
culture,
where
they
can
customize
the
keyboard
 to
put
actual
gaming
icons
on
the
keys
rather
then
using
the
traditional
letter
keys.
 Oriental
cultures
are
catered
to.
They
have
the
ability
to
place
the
characters
that
 make
their
alphabet
on
their
keyboard.

 
 
 The
Optimus
Maximus
caters
to
many
different
ethnic
cultures
and
many
 different
languages.
Another
bonus
feature
of
the
keyboard
is
the
ability
for
a
user
 to
enlarge
the
keys,
which
would
help
those
who
are
visually
impaired.

 
 
 Not
only
is
the
actual
keyboard
culturally
dynamic,
so
it
it’s
name.
Art
Lebedev
 and
Optimus
Maximus
are
both
very
culturally
diverse
thus
it
will
not
be
difficult
to
 create
a
universal
brand.

 
 


Technological
Environment




 
 Although
the
keyboard
is
extremely
compatible,
that
just
means
there
are
 more
technological
aspects
to
worry
about.
Technology
is
continuously
changing
 day
to
day
and
to
stay
on
top
of
the
technological
environment,
we
must
always
be
 developing
on
our
keyboard.

 
 
 Optimus
Maximus
is
compatible
with
the
current
versions
of
Mac
OS,
Windows
 OS,
and
Linux
OS.
However,
as
those
operating
systems
improve,
so
must
our
 keyboard.
Having
the
ability
to
be
compatible
with
those
systems
now
is
as
asset
to
 our
keyboard,
however
it
will
mean
nothing
if
we
do
not
continue
keep
pace.






17



 
 Another
issue
that
may
occur
is
payment.
Since
 the
keyboard
is
currently
available
online,
making
sure
 the
payment
system
works
adequately
is
essential.
 Also
having
applicable
technology
for
each
country
is
 necessary
as
well.
The
best
way
to
take
advantage
of
 the
technological
environment
in
regards
to
payment
 systems
would
be
to
have
an
online
payment
system
to
 avoid
having
to
sell
in
department
stores.
This
way
the
 middleman
can
be
cut
out
and
we
can
sell
the
 keyboards
at
a
greater
margin.

 
 
 The
most
important
aspect
of
the
business
to
stay
 on
top
of
the
technology
is
Research
and
Development.
 Placing
a
larger
portion
of
our
time
on
R
&
D
will
help
 us
stay
on
top.
Currently
Asian
countries
are
creating
 such
high
tech
technology
that
it
almost
surpasses
 what
other
European
and
American
companies
are
 developing.
The
most
obvious
reason
for
this
is
their
 increase
in
R
&
D
funding
over
the
past
decade.
As
 shown
in
the
pie,
Asia
has
increased
their
funding
into
R
&
D
more
then
any
other
 continent
(UIS
Bulletin,
2004).
If
we
use
them,
as
an
example
improving
our
 technology
will
help
us
not
only
maintain
a
competitive
advantage
in
the
market,
it
 will
also
help
us
maintain
the
market
as
a
whole.

 
 
 


Geographic
Environment




 
 Current
climate
changes
have
affected
the
way
all
technological
companies
are
 doing
business.
Since
we
intend
to
market
and
sell
the
Optimus
Maximus
abroad,
we
 must
be
aware
of
how
these
climate
changes
will
affect
shipping.
Not
only
how
it
 will
affect
shipping
but
also
how
the
rest
of
our
operations
will
function.
Such
things
 like
contingencies
will
be
put
in
place
for
when
such
things
may
occur.

 
 
 The
affects
on
shipping
could
be
either
loss
or
damaged
products
on
route
to
 the
end
consumer,
due
to
weather.
Others
could
be
the
price
of
shipping
may
 increase,
which
will
increase
the
price
for
the
end
consumer.
Obviously
if
the
price
 of
shipping
increases,
there
is
not
much
we
can
do
to
maintain
our
current
pricing,

 however
there
are
many
solutions
if
weather
consumes
our
product.
Spending
more
 money
on
packaging
our
keyboard
to
protect
it
while
in
transit.
Less
damaged
 keyboards
means
less
keyboards
to
replace.
Also
keeping
a
reliable
watch
on
 weather
systems
can
help
us
prevent
lost
and
damaged
keyboards
from
shipping
 them
according
to
the
weather
 (http://www.witiger.com/internationalbusiness/geographicenvironment.htm).



 


18


PRODUCT
PLANNING
 


Marketing
Concept
&
Orientation



 As
discussed
in
the
market
research
section,
they
key
for
the
success
of
the
Optimus
 Maximus
re‐launch
is
a
change
in
company
vision
and
a
new
approach.
As
a
 respected
and
accomplished
design
studio,
Art.
Lebedev
has
so
far
focused
on
the
 products
and
has,
for
the
most
part,
neglected
the
consumer,
with
high
prices
and
 little
to
no
marketing
initiative.
While
still
retaining
its
creative
edge
and
culture,
we
 strongly
recommend
that
the
studio
embrace
the
marketing
concept
if
it
is
to
 successfully
capture
new
audiences.

This
entails
a
new
focus
towards
satisfying
the
 consumer
at
a
profit.
 
 This
concept
will
be
the
crucial
to
the
success
of
the
company
because
of:
 - The
relatively
high
price
of
the
OM
($427‐$1543US)
 - Consumer
apprehension
towards
a
highly
specialized
product,
particularly
 with
older
demographics
and
the
business
community
 - The
relative
unfamiliarity
of
the
Art.
Lebedev
brand
 - Potential
competition
from
other
hardware
companies,
particularly
the
 Apple
threat
(see
Legal
environment)
 - Consumer
apprehension
towards
a
relatively
small
Russian
firm
 
 As
part
of
the
marketing
concept,
we
propose
that
Art.
Lebedev
carry
out
a
 marketing
orientation.

This
means
convincing
the
consumer
that
our
brand
is
 strong,
reliable,
and
distinct,
that
they
will
be
treated
exceptionally
as
consumers,
 and
that
the
OM
is
the
best
product
for
their
unique
needs.

With
businesses
that
 will
ideally
place
large
orders
especially,
it
is
crucial
to
maintain
a
strong
customer
 focus
and
provide
the
best
service
possible.

Art.
Lebedev
will
accomplish
this
by:
 
 - Conducting
thorough
market
research
before
launching
promotional
 campaigns:
determine
customer
needs
as
well
as
most
effective
way
to
reach
 distinct
target
markets
 - Create
easily
accessible
and
reliable
methods
of
customer
feedback
 (customer
service
phone
line,
dependable
email
correspondence
and
snail
mail
 communication).
Ensure
that
Art.
Lebedev
is
associated
with
impeccable
 reliability
and
helpful
with
maintenance
of
our
products.
 - Maintain
ongoing
research
and
use
customer
ideas
to
develop
the
product
 and
diversify
product
range.
 - Maintain
Customer
Lifetime
Value
by
ensuring
steady
communication
with
 existing
customers
and
keep
them
updated
of

new
services
and
improvements

 - Give
existing
customers
discounts
on
other
Art.
Lebedev
products





19


-

Encourage
customer
referral
and
retention
by
offering
discounts
to
customers
 who
refer
others
to
the
OM
keyboard
 Hire
brand
ambassadors
to
refer
others
to
the
keyboard‐
preferably
 professionals
in
each
target
market
and
especially
prominent
online
 personalities



We
predict
that
if
Art.
Lebedev
shifts
its
focus
towards
customer
appreciation
and
 satisfaction;
it
will
remove
much
of
the
existing
doubts
and
apprehension
and
 encourage
new
audiences
to
invest
in
our
product.

 
 


Optimus
Maximus
Development



 According
to
company
specifics,
the
latest
version
of
the
OM
keyboard
was
ready
for
 shipment
starting
January
2008.


 
 Project
Timeline:
 
 April
2008:
Begin
market
research
 July
2008:
Launch
specialized
campaigns
to
reach
selected
target
audiences
(refer
 to
Promotion
section)
Begin
with
the
tech‐savvy
demographics
like
designers
and
 gamers.
 October
2008:

Begin
personal
selling
initiatives
to
the
business
community.

 Enforce
discounts
for
large
orders.
 January
2009:

Launch
a
new
wave
of
by‐users‐for‐users
market
research
 campaign
aimed
at
improving
OM
and
creating
related
products.

 May
2009:
Begin
campaigning
to
other
target
audiences
like
at‐home
and
visually
 impaired
consumers.
Refer
to
promotion
section
on
specialized
strategies.

Reduce
 prices
significantly.
 








20



 
 Introduction
Phase
(present):

 -




We
assume
that
the
OM
keyboard
is
still
in
its
introduction
phase,
as
it
is
known
 mainly
among
the
high‐tech
community.
Presently,
our
market
is
only
technology
 enthusiasts.
Using
the
market
research
strategies
previously
described,
we
predict
 that
within
six
months
of
campaigning,
OM
will
enter
a
growth
phase.


Growth
Phase
(after
6
months)

 -

After
six
months
of
an
effective
campaign
(please
refer
to
Promotion)
Art.
Lebedev
 should
penetrate
new
target
markets,
particularly
businesses,
designers,
and
 gamers.
During
this
time,
we
will
use
the
OM’s
growing
popularity
to
engage
 consumers
and
invite
them
to
participate
in
the
development
of
new
versions
of
OM
 and
related
products,
in
preparation
for
product
maturity.

We
will
also
lower
the
 price
slightly
as
we
approach
maturity.



Maturity
(after
12
months),
begin:
 -

-

-





Market
Development:

identify
new
target
markets
through
market
research.
 Begin
reaching
out
more
conservative,
less
tech‐savvy
audiences
like
the
visually
 impaired
and
at‐home
workers
 Product
Development:

Use
information
from
surveys,
focus
group,
and
especially
 the
online
community
to
find
ways
to
improve
OM.

As
mentioned
in
the
market
 research
section,
harness
the
imaginative
power
of
the
audience
and
use
online
 forums
and
viral
marketing
to
engage
the
audience.
Market
the
OM
as
a
device
made
 with
the
participation
of
an
active
audience.

 Product
Diversification.

Use
market
research
to
design
related
products
once
the
 Art.
Lebedev
brand
becomes
well
established
and
has
some
brand
recognition.

 Keep
the
audience
aware
of
developing
concepts
like
the
Optimus
Tactus,
and
 continue
to
involve
them
in
their
development.




21


SUMMARY
OF
CONTINGENCIES
 
 A
summary
of
our
contingency
plans
to
ensure
the
successful
marketing
of
Art.
 Lebedev’s
Optimus
Maximus
Keyboard:
 



 ‐

‐

High
price
of
OM
 Will
introduce
product
at
the
relatively
high
price
but
will
lower
the
price
when
 reaching
out
to
the
business
community
and
especially
older
demographics
(ie
visually
 impaired)
 Price
will
be
reduced
as
product
matures
and
sales
begin
to
drop





Emerging
technology:




Imminent
troubleshooting
problems,
product
durability
 
 ‐

‐ ‐ ‐




Create
agreement
with
our
retailers
so
that
they
can
provide
some
customer
service,
 and
create
a
reliable
and
effective
channel
of
communication
between
the
firm
and
 consumers
for
more
complicated
problems
 Establish

a
strong
customer
service
system‐
small
call
centre,
reliable
email
and
snail
 mail
correspondence
 Keep
website
updated
with
latest
troubleshooting
tips
 Maintain
communication
with
consumers
via
email
updates


Relatively
unknown
brand



 ‐ ‐ ‐ ‐

Create
specialized
marketing
campaigns
targeting
specific
audiences
in
unique
ways
 Reach
the
tech‐savvy
community
through
establishing
a
strong
online
presence,
brand
 ambassadors.
 Place
OM
in
media
 Pursue
personal
selling
initiatives
to
business
community
once
brand
becomes
more
 reputable



 
 ‐ ‐

Current
poor
visibility
of
website,
project
blog
and
forum
 Carry
out
search
engine
optimization
to
improve
accessibility
and
visibility

 Introduce
viral
marketing
campaigns
to
draw
traffic



 
 





22


Patent
Issues:



Threat
from
Apple
and
imminent
knock­offs
from
competition
 
 ‐ ‐ ‐ ‐ ‐ ‐

Pursue
campaign
until
Apple
patent
is
approved‐
patent
was
only
filed
this
year,
 providing
ample
buffer
time
 Work
with
other
design
and
software
firms

 If
legal
issue
persists,
pursue
an
alliance
with
Microsoft
or

HP

 File
for
patents
in
other
countries

 Carry
out
extensive
market
research
and
product
development
campaigns
inviting
the
 user
to
engage
in
the
creation
of
similar
products
 Continually
use
user
input
to
improve
the
OM
and
expand
product
range.



 
 ‐

Manufacturing
Issues
 Establish
agreement
with
a
larger
manufacturing
company
to
accommodate
expected
 increasing
product
demand.










 
 
 
 
 
 
 





23


THE
3M’S
 


Money



 As
mentioned
in
the
promotion
section,
the
company
needs
to
invest
on
market
 research,
marketing
campaigns,
legal
support,
and
seeking
for
possible
business
 partners.
The
total
expense
is
approximately
$293,250.
And
the
details
are
listed
 below.
 
 ‐ To
do
market
research,
the
company
needs
to
pay
2
full‐time
employees
($850
 each
per
year)
to
research
on
competitive,
economic,
political/legal,
 technological,
social/cultural
and
geographic
environment
(Ukhova,
2008).
 Besides
market
research,
they
can
also
introduce
the
product
in
online
 communities,
such
as
blogs
and
technology
discussion
boards.
Please
keep
in
 mind
that
Russian
salaries
are
much
lower
than
they
are
in
North
America.
 
 ‐ The
company
needs
to
organize
various
kind
of
marketing
campaigns:
 
 ‐ To
attend
trade
shows
such
as
the
International
 CES
in
Las
Vegas,
the
company
needs
to
pay
around
 US$25,000
for
the
exhibition
fee,
which
includes
 registration
fee,
space
cost
for
an
open
booth,
air
and
hotel
 for
2
people,
brochures
and
souvenirs
(CEA,
2007).
We
 focus
on
3
major
exhibitions.
And
the
total
cost
is
around
US$75,000
per
year.

 
 ‐ To
attend
late‐night
or
early‐morning
talk
shows.
If
we
are
able
to
find
 the
right
people
who
can
recommend
us
to
the
host/hostess,
we
may
not
need
to
 pay
for
attending
the
show.
To
keep
a
good
relationship
with
them,
and
to
 develop
new
contacts,
we
need
to
spend
around
$5000
on
dinners,
parties
or
 events.

 
 ‐ To
introduce
products
to
celebrities.
Before
the
talk
show,
we
can
give
 host/hostess
our
products
and
hope
to
receive
their
endorsement.
We
can
also
 give
our
products
to
celebrities
and
hope
that
they
can
affect
their
fans.
The
 expense
is
around
$30,000.
 
 ‐ To
generate
exposure
in
trade
 journals,
business
journals
and
technology
 journals,
we
need
to
provide
promotional
 articles
and
pay
for
advertisements.
 Possible
journals
are:
PC
Gamer,
Computer
Magazine,
PC
World
and
The
 Economists.
And
the
total
expense
is
around
US
$100,000
per
year.
 
 ‐ To
pay
for
on‐line
advertisements.
We
need
to
research
popular
websites
 for
target
consumers,
and
purchase
advertisements
on
those
websites,
such
as
a
 


24


468
x
60
pixels
standard
banner
ads
on
http://www.tomshardware.com/
at
 $7,500
per
year
(BestofMedia
Group,
2008).
We
target
to
post
advertisements
on
 6
of
such
websites,
and
the
total
expense
is
around
$45,000
per
year.
 



 ‐

‐ ‐

‐ 


‐ Encourage
personal
selling
and
brand
ambassadors
in
target
consumers.
 Everyone
in
the
marketing
department
should
work
on
this.
This
is
almost
free.
 
 ‐ Since
the
company
focuses
on
the
target
consumers
only,
we
do
not
need
 to
purchase
commercials
on
TV
channels.

 
 The
company
needs
a
part‐time
legal
support
($600
per
year)
to
watch
on
the
 OLED
keyboard
patent
cases,
both
the
company’s
case
and
the
competitors’
case.
 If
there
is
a
legal
action
between
the
company
and
Apple,
we
will
need
2
full‐time
 legal
staff
($2000+
per
year).

 
 The
company
needs
to
pay
for
public
relationship
events
to
seek
for
possible
 business
partners.
The
total
expense
is
around
$3,000
per
year.
 
 Besides
expense
on
marketing,
the
company
also
needs
to
build
an
on‐line
store.
 The
initializing
fee
is
about
US
$10,000,
which
includes
development,
domain
 name
and
registration
fee.
And
the
maintenance
fee
is
about
$1,500
per
month,
 which
includes
hosting,
website
maintenance
and
update.
The
online
store
plays
 3
roles.
First,
to
sell
products
directly
to
customers.
Second,
to
spread
news
and
 information
of
the
product.
Third,
to
establish,
nurture
and
exploit
online
 communities.
 
 Other
than
direct
sale,
the
company
also
needs
to
seek
for
middlemen,
such
as
 wholesalers,
retailers
and
logistics.
The
company
needs
to
hire
one
staff
($1000
 per
year)
for
this
job.


Management




 There
are
7
marketing
personnel
in
the
company:
 
 ‐ VP
of
Marketing
is
in
charge
of
planning
and
developing
overarching
goals,
 objectives
and
plans.
His/her
annual
pay
is
$9,000.
 
 ‐ Marketing
manager
develops
strategies
and
tactics.
He/she
is
in
charge
of
 assigning
jobs,
directing,
leading,
training,
evaluation,
organizing
and
controlling
 the
marketing
department.
His/her
annual
pay
is
$3,000.
 
 ‐ 3
marketing
coordinators
are
in
charge
of
channeling,
promotion,
advertising,
 product
launch,
trade
shows
and
developing
relationship.
His/her
annual
pay
is
 $1,000.





25



 ‐

2
marketing
researchers
study
6
environments,
build
on‐line
communities
and
 develop
new
contacts
to
enable
personal
selling.
His/her
annual
pay
is
$850.



 They
all
have
good
knowledge
of
the
product
and
target
consumers,
and
they
all
act
 as
brand
ambassadors.
They
communicate
effectively
with
stakeholders,
such
as
 with
colleagues,
business
partners,
mass
media
and
consumers.
With
strong
 teamwork,
they
work
together
and
aim
to
satisfy
the
customers
at
a
profit.

 
 
 ‐ ‐ ‐ 
 ‐ 
 ‐ 
 ‐ 
 



 
 





Materials
 The
marketing
department
needs
the
following
tools
and
equipment:
 
 2
desktop
computers
for
researchers
and
5
Laptop
computers
for
the
rest
of
the
 department.
The
total
expense
is
about
$6,000.
 
 Presentation
equipment,
such
as
screen,
projector
and
extension
cords
for
 demonstrations
at
the
client’s
place,
in
store
or
at
shows.
The
total
expense
is
 about
$2,000.
 A
PC
and
an
Apple
computer
to
connect
with
the
Optimus
Maximus
keyboard
to
 provide
interactive
demos.
The
total
expense
is
about
$1,500.
 Communication
tools,
such
as
cellular
phones
and
blackberries.
The
total
 expense
is
about
$2,000.
 Printed
materials
such
as
brochures.
The
total
expense
is
about
$500.
 
 
 





26


CONCLUSION
 
 The
Optimus
Maximus
is
a
strong
product,
however
as
we’ve
shown,
it
will
never
 see
its
full
potential
and
revenues
unlocked
if
the
Art
Lebedev
team
continues
in
 their
current
marketing
strategy.
Art
Lebedev
must
create
focus
around
the
Optimus
 brand
and
continue
to
innovate.
Legal
threats
may
come
from
Apple,
however
the
 company
must
continue
going
and
establish
their
brand
before
Apple
can
enter
the
 market,
this
at
the
very
least
gives
Art
Lebedev
some
leverage
in
a
potential
 confrontation.
The
Optimus
Maximus
keyboard
remains
a
great
example
that
 regardless
of
how
great,
convenient,
and
innovative
a
product
is,
just
its
existence
is
 not
enough
to
create
a
worldwide
success
such
as
the
iPod.
Maximizing
returns
on
 the
Optimus
Maximus
keyboard
will
require
lots
of
branding
work,
and
a
solid
 marketing
plan,
as
we
have
displayed
above.




 
 OUR
TEAM
 



 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 






 Diwei
Li
 4th
Year
DEM
 Student


Bryan
Ploen
 4th
Year
 CCIT/
 Psychology
 Student


Carolina
 Salcedo
 2nd
Year
DEM
 Student
 


Tanya
 Vitellaro
 4th
Year
DEM
 Student


Zane
 Westmoreland
 4th
Year
DEM
 Student


27


WORKS
CITED:
 
 "A
Decade
of
Investment
in
Research
and
Development."
UIS
Bulletin
on
Technology
 and
Science
Statistics
1
(2004).
15
Mar.
2008.
 
 “Application
and
Exhibit
Space
Contract.”
Consumer
Electronics
Association
(CEA).
 2007.
26
March
2008.
 .
 
 “Advertising
Media
Kit.”
BestofMedia
Group.
2007.
26
March
2008.
 .
 "Broadband
Access
(by
Country)."
NationMaster.
28
Mar.
2008
 .

 
 Freudenrich,
Craig
C.
"How
OLEDs
Work."
How
Stuff
Works.
28
Mar.
2008
 .
 
 Richardson,
Tim.
"Prof.
W.
Tim
G.
Richardson,
Toronto,
Canada,
E‐Commerce
 Professor,
Internet
Marketing
and
International
Business
Professor."
Witiger.
25
 Mar.
2008
.

 
 Straszheim,
Donald.
"China's
Top
Concern
is
Inflation."
Forbes
(March,
28,
2008).
 
 Ukhova,
Yekaterina
“Overheated
Market?
Not
One
Bit.”
The
Moscow
Times
Career
 Center
‐
Jobs
in
Russia.
Spring
2008.
26
March
2008.
 .
 
 
 Images:

 
 All
keyboard
images
and
Art
Lebedev
employee
images
obtained
through
Art
 Lebedev
website.

 
 PC
World
image
through
PC
World
website
 
 CES
image
through
CES
website





28