PC Peripherals Analyst & Investor Day
Charlotte Johs May 23, 2013
Forward Looking Statements This presentation includes forward-looking statements within the meaning of the U.S. federal securities laws, including, without limitation, growth of global PC shipments, growth in mice and keyboard markets, trends in how consumers are using PCs, growth of the online retail channel, opportunities in BRIC countries and emerging markets, and our ability to drive differentiated product innovation, increase average selling prices, reduce product costs and operating expenses, optimize channel management, improve speed and maximize profitability. These statements are subject to risks and uncertainties that may cause actual results and events to differ materially, including without limitation: if our product offerings, marketing activities and investment prioritization decisions do not result in the sales, profitability or profitability growth we expect, or when we expect it; the demand of our customers and our consumers for our products and our ability to accurately forecast it; if we fail to innovate and develop new products in a timely and cost-effective manner for our new and existing product categories; if we do not successfully execute on our growth opportunities in our new product categories and sales in emerging market geographies; if sales of PC peripherals in mature markets are less than we expect; the effect of pricing, product, marketing and other initiatives by our competitors; if our products and marketing strategies fail to separate our products from competitors’ products; if there is a deterioration of business and economic conditions in one or more of our sales regions or operating segments. These risks and uncertainties are detailed in Logitech’s filings with the Securities and Exchange Commission, including its Quarterly Report on Form 10-Q for the fiscal quarter ended December 31, 2012 and its Annual Report on Form 10-K for the fiscal year ended March 31, 2012, available at www.sec.gov. Logitech does not undertakes any obligation to update any forward-looking statements to reflect new information or events or circumstances occurring after the date of this presentation. 2
Agenda • • • •
Market overview and share Consumer trends Maximizing profitability in key categories Emerging markets opportunities
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Market Overview & Share
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We Are Not Planning for a Near-term Return to Growth in Global PC Shipments WW PC Shipments in Units 13.7%
20%
1.9%
3.4% 2015
2.6%
3.7% 2014
1.6%
10%
-2.4%
-4.0%
0%
Source: Historical - IDC WW PC Trackers 2013Q1; Forecast - IDC WW PC Trackers 2012Q4; Prelim - Q1 2013 IDC Worldwide Quarterly PC Tracker Telebriefing April 29, 2013
2017
2016
2013
2012
2011
2010
-10% 2009
• Logitech planning assumptions incorporate a much more conservative view, with continued declines of 5-10%
IDC Market Data & Projections
%YoY Growth
• Industry analysts anticipate return to growth of global PC shipments in 2014
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PC Industry Remains Under Huge Pressure
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PC Still First Choice for Internet Consumption
(Among US adults who go online at least weekly)
Source: “North American Technographics Online Benchmark Survey (Part 2) (US, Canada),” Forrester, Q3 2012
Unit Sales of PC Peripherals as % of PC Shipments Stable for Mice and Growing Slightly for Keyboards & Desktops USA
EU4 (FR/DE/UK/IT)
Units – Rolling 12 Months
Units – Rolling 12 Months
Source: NPD Mar’13, Retail Only
Source: GfK Feb’13, Retail Only
Mice and Keyboard Markets Declining Due to Drop in Global PC Shipments Pointing Devices & Keyboards Markets
• Mice market declined along with PC shipments
Rolling 12M YoY Growth % ($) Countries included: AU, CA, CN, FR, DE, IT, JP, RU, SE, UK, US 13% 11% 9% 7%
• Keyboard market slightly better, buffered by new use cases beyond the PC
5% 3% 1% -1% -3% -5%
Pointing Devices
Keying Devices
Source: GfK & NPD Retailer Panel Feb’13, Retail Only, Upscaled Information
Gained Share in PC Peripherals in 2013 Logitech Remains the Market Leader
Countries included: Pointing: YTD FEB AU, CA, CN, FR, DE, IT, JP, RU, SE, UK, US Keying: YTD FEB AU, CA, CN, FR, DE, IT, JP, RU, SE, UK, US Webcams: YTD DEC AU, BR, CA, CN, FR, DE, JP, RU, US PC Headsets: YTD FEB’13 CA, FR, DE, US
Fiscal Year
Source: GfK & NPD Retailer Panel, Panelmarket, Upscaled Information
Consumer Trends
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3 Major Trends in How Consumers Are Using PCs • Increasing use of multiple screens • Living space is changing – Consumers want to access the Internet in their Living Rooms – 30% of consumers in North America attach a PC to their TV* – Consumers have different standards for design and user experience in the Living Room
• New input technologies are emerging – Consumers will increasingly interact with their devices via touch, gesture and other technologies
* Source: Parks Associates 1Q 2013 12
Multiple Screens & Changing Living Space Yield New Keyboard Opportunities MULTIPLE SCREENS
• Consumer needs include seamless switching between devices • Logitech a market leader with our Easy Switch Keyboards
LIVING SPACE
• More work and play in the living room involving input and navigation • Current portfolio includes our illuminated Easy Switch for Mac and our K400 Wireless Keyboard with Touchpad (more to come) 13
New Input Technologies Can Add Value to PC Peripherals • How consumers interact with their devices will continue to evolve • Exploring applications which enhance performance and user experience - Touch, gesture and other technologies
Maximizing Profitability in Key Categories
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Maximizing Profit in PC Peripherals in a Declining PC Market Capitalize on our position as global leader in PC accessories to maximize profit potential in declining PC market and make selective investments to drive growth • Drive differentiated innovation for new consumer segments and new use cases • Increase our average selling prices through category management and fewer, but better products • Reduce product costs, lower operating expenses in areas such as go to market, advertising, etc. 16
Growth of Online Retail Channel Expected to Continue • In FY13, 15% of our retail revenue was generated online
Total Retail Net Sales 100%
80%
• Expected to still be below 20% by FY16
60% Online Retail 40%
20%
0% FY 11
FY 12
FY 13
FY 14e
FY 15e
FY 16e
• Growing percentage of online sales is neutral to slightly positive to our PC peripherals profitability
Pointing Devices Strategy • Expand Touch experience to new form factors • Design for new consumers – Reach a broader audience with stronger focus on design and colors
• Innovate for new functionality and cost reduction • Drive growth in select emerging markets including China and Russia 18
FY14 Color Collection Campaign
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New Innovations in Pointing Devices Coming in FY 14…
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Keyboards & Desktops Strategy • Develop products for multiscreen usage • Drive innovation in keyboards for PCs connected to TVs • Expand our portfolio of keyboards with built-in touch capability • Explore incorporating new technologies • Drive growth in select emerging markets 21
Logitech Bluetooth Easy-Switch Keyboard A beautifully designed, illuminated keyboard to use across all your Apple devices including Apple TV
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Logitech Illuminated Easy-Switch Keyboard
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Increased PC-to-TV Connections Providing New Growth Opportunities for Wireless Keyboards % Connecting PC to TV 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
31%
8%
Q4/2009
Q1/2013
Source: GfK & NPD Retailer Panel Dec’12, Retail Only. Combos & KB Category. Countries included: AU, CA, CN, FR, DE, IT, JP, RU, SE, UK, US
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Webcams Strategy • Drive share of shelf in declining category • Reduce promotional activities • Leverage expected growth of Unified Communications implementations in enterprises
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Unified Communications Strategy • $320M addressable market for Logitech peripherals in FY 14 as desktop video and VOIP deployments accelerate • Expect market growth of ~20% through FY16 • R&D, marketing and sales partnerships with Microsoft and Cisco • Logitech portfolio approach to provide the full UC desktop solution
PC Speakers Strategy • Revive base business in 2.0 to 2.1 speakers – Category significantly overdue for a refresh – Refreshing key products while reducing breadth of portfolio in FY14-15
• Establish stronger presence in emerging markets • Expand into the premium segment with wireless • Develop a sourcing model to deliver sustainable, profitable growth
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Optimizing Channel Management to Drive Improvements in PC Peripherals Profitability Example: EMEA Sales Region Improve Speed
Optimize Profitability
Replenishment driven operations
Go to market acceleration activities
Increased focus on managed accounts
•Reduction of aged inventory •Optimize inventory levels to balance availability and cost efficiency •Minimize returns
•Go direct with retailers to remove extra steps from the supply chain
• Increased control over POS improving brand position • Improved content management for key online accounts
Improved Profitability & Speed
• Improved
PIPO management • Improved linearity
•Accelerated go to market model for time critical product categories
• Key
account focus launch plans to ensure fast execution • Roll out with focused merchandizing commandos
Low PC Peripherals Penetration in BRIC Countries Represents Opportunity for More Logitech Products • Computer penetration per household continues to grow in emerging markets • Logitech under-represented in households with computers in BRIC countries • Long-term opportunity as infrastructure and retail distribution models continue to evolve Logitech Revenue $ per Household with a Computer
Sources: Wikipedia, Euromonitor, Logitech Internal Data
Summary
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Summary • Planning for continued declines in PC shipments • We are gaining share by outperforming PC peripherals market • Focused on improving profitability through product innovation, cost reductions and channel efficiencies • Developing innovative products leveraging trends around expanding use cases for PC peripherals
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