Targus aims for 25% growth


  • Business
  • Wednesday, 30 Apr 2003

BY YVONNE CHONG

MOBILE computing accessories company Targus expects its sales in Malaysia to maintain an annual growth trend of 25% despite the current trying market situations, Targus Asia Pacific (M) Sdn Bhd Malaysia general manager Alwyn Kan said. 

Kan said Targus' sales grew in tandem with the notebook market, which was growing faster and “eating into” the desktop market. 

“Mobility and wireless are 'in'. Last year we grew by about 25%, and we will try to maintain that growth. We will be focusing more on accessories and come up with more up-to-date accessories for mobility.  

“We will also focus more on backpacks, and go heavily on our BlackTop series, which cater more towards 'lifestyles',” he told StarBiz. 

Sales of computer and PDA (personal digital assistant) accessories, which currently contribute about 20% to Targus' total revenue in Malaysia, are expected to grow to 30% by end of the year. 

Targus is a leader in mobile carrying case. However, it has strived to position itself as a total mobility accessories company.  

Its accessories range includes security, power (a/c adaptors and charges), connectivity and I/O (input/output) devices, and multimedia and storage (CD-Rom drive and USB storage drive). 

Kan said that notebook security has become increasingly popular due to rampant notebook thefts. In US alone, over 305,000 notebook computers were stolen a year. 

Targus security system devices include the Defcon1 notebook motion detector and Defcon Authenticator, fingerprint biometrics authentication that allows authorised users to access sensitive data. 

In line with the focus on the accessories market, Targus had been bringing in more new products. Among them are the Defcon-1 Ultra, wireless optical/scroller mini mouse, slim auto/air power adapter, 4-port USB hub, and the USB mini calculator with LCD screen, which are good for finance-related people on the go. 

“Big corporations want to buy from Targus because we offer them a total solution for mobility. We have OEM partnerships with major notebook brands,” Kan said. 

He said that Targus carrying cases were normally bundled with the notebook and carry the same brand.  

Many Targus accessories, such as cables, ports and PDA sleeves were also sold to OEM partners. 

Kan said Targus offered what notebook users look for - protection for the notebook and plenty of compartments and lifestyle features. He cited the popularity of The Trademark Rolling Case, which had barely been in the market for 3 months. 

According to Kan, Targus will be pushing more on its backpack range, Sportline, and Rackgear, the first backpack to be endorsed by a global healthcare organisation, The World Chiropractic Alliance. 

“It's a trend that more executives using backpacks because they are more convenient.  

“And it's not just the techies anymore; even those in proper business suits,” Kan said. 

Targus is also moving towards the non-IT market, such as having its products sold in non-IT retail stores the likes of luggage stores and department stores.  

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