US-based computer accessories vendor, Targus, has unveiled a fresh look, a revised company direction and a new family of products.
A re-brand had been brewing since the company’s change of management several years ago. With a heritage in the business-to-business sector, Targus decided it would start from scratch, beginning with end-user research and making products that appeal to a broader market, product manager, Aaron Shooter, said.
“Rather than continue to revamp existing products, we decided to go right back to ground level and build products that more people could use,” he said.
A year-long process of market research and consumer trials were initiated, which resulted in a new logo and 13 new products that fit into different categories. These include mice, USB hubs, keypads, presenters and cooling solutions aimed at a wider consumer and corporate audience.
The vendor expects to work closely with channel and retail partners to push the products and messaging across.
Targus will also continue to promote its new partner program, PartnerVantage, as part of the re-branding.
While Targus claims to be attuned to emerging trends in the IT sector, it has no immediate plans to break into the lucrative gaming market.
“I don’t imagine gamers will be our market group,” Shooter said. “Our target is maintaining a comfortable position and elevating ourselves above the ‘no-brands’ out there, so it’s about making products that have feature-sets broad enough to appeal to a wider audience but premium enough to set ourselves apart.
“Gaming is a niche market we probably won’t play in.”
With the company’s financial year drawing to a close, Shooter conceded Targus was not immune to the economic crisis but had dodged any significant downturn.
“I think everybody has been affected by the challenges of the market and we are not isolated from that,” he said. “However, given those challenges, we performed as well as we had expected.”