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Day 6 - IFA International

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  • September
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Special Feature A/V

Special Feature A/V Accessories and Mounting Solutions The case for change Dicota harnesses synergies from OSM acquisition Following its acquisition by Swedish company OSM Group, computer carrying case and accessories specialist Dicota has embarked on a revamp of its image and brand. Dicota’s Global Managing Director Jean-Pierre Martin: “more and more of our retail clients are present at IFA” Its acquisition by Inbox accessories and mobilephone specialist OSM Group has opened up new opportunities for Dicota. “We are now seeing the start of genuine synergies between our know-how and that of OSM,” said Jean-Pierre Martin, Global Managing Director of Dicota. “And it comes at the perfect moment, because we are also seeing a blurring of the lines between pure IT devices and mobilecommunication devices. We intend to establish Dicota as the leading brand in this converging market.” At IFA, Dicota is unveiling a range of iPhone 4 cases, as well as premiering several iPad cases under the Dicota brand. “Overall, our strategy for the next few years is to establish the Dicota brand as a global player in making covers for all multimedia devices, not just for IT,” Martin said. “Another synergy in that we bring our design skills to OSM as it moves into the world of original equipment manufacturing [OEM].” Dicota is present in the EMEA, Asia and the US. ”Our objective for 2011 is to have a group turnover of 200m€,” Martin said. “We also want to position our brand under the motto “Protect Your World”. By that, we mean we can help consumers protect not just their multimedia gadgets, but also their online life, by offering 150 GB of storage space in order to back-up pictures, music, etc.” The company is also setting its cap at new consumers: “We want to appeal to more demographics, from the new generation of business people — a group that we refer to as Business Conservatives — through to young, urban creatives, such as architects and designers, upper management and business leaders, pragmatists looking for valuefor-money products, and young people with their first computer, which is a group we call The Rookies.” For example, one of Dicota’s latest products offers the ultimate in protection for the Apple iPad. Already available from specialist dealers, the PadBook is designed for users who not only want to roam with their Apple iPad, but who also want to be able to use it directly from inside its protective sleeve. To this end, the development team at Dicota incorporated a stand that allows the iPad to be set up in both portrait or landscape formats, thus extending the functionality of the gadget. The protective sleeve is made of a high-quality outer material, consisting of 40% wool and 60% acrylic. In addition, it looks cool. The sleeve also has a small document compartment. Dicota is attending IFA for the second time this year. “We decided to come back to Berlin because we have found that more and more of our retail clients are present at IFA,” Martin said. “And so, of course, we decided we simply had to be here again.” Hall 12 Stand 117 “We can help consumers protect not just their multimedia gadgets, but also their online life” Dicota’s new PadBook: the ultimate in iPad protection 22

www.ifa-international.org IFA International • Wednesday, 8 th September 2010 23

IFA International