Power Distribution Unit (PDU) Manufacturing Company Product Management Overview
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The document details the growth prospects and market characteristics of the intelligent Power Distribution Units (PDUs) industry, projecting a 13.7% growth rate over five years. Major players like APC, Server Technology, and Emerson command 40.5% of the market, which is valued at $1 billion, while customers prioritize protection from electrical issues and efficient cable management. Enlogic aims to enhance product awareness and develop a compelling unique selling proposition to capitalize on the $500 million intelligent PDU market.
Power Distribution Unit (PDU) Manufacturing Company Product Management Overview
- 1. Secrets For Success In The Data Center Power Distribution & Monitoring Industry
- 2. Market Characteristics Intelligent PDU Sales Complete Specialist • Market 5-year growth rate: 13.7% • Market for intelligent PDUs will grow 2x as fast as market for non-intelligent PDUs • APC by Schneider Electric, Server Technology and Emerson own 40.5% of market Market Size: $1B
- 3. Who Plays In This Market? Complete Solution Providers Rack PDU Specialists Core business is Intelligent Rack PDUs Regional Companies that focus on non- intelligent products Source: IMS Research: The World Market for Rack Power Distribution Units – 2012 Edition
- 4. Where Are The Customers? Data Center Locations 1. London – 81 2. Netherlands - 54 3. Antwerpen – 34 4. Paris – 33 5. Frankfurt – 29 6. Dusseldof – 16 7. Vienna – 15 8. Hamburg – 12 9. Madrid – 12 10. Lisbon -12
- 5. What Do Customers Want? • The ability to protect equipment from spikes, electrical noises, and phase imbalances and thereby, ensure power supply of higher quality • With the increase in server density, rack vendors are also expected to focus on simplifying cable management and design systems to accommodate deeper server versions.
- 6. Role Of Product Mgmt @ enLogic 1. Communication 2. Solution Development 3. Product(s) 4. Partners 5. Sales 6. Competition 7. Pricing
- 7. enLogic’s Product Goals For 2013 1. Deal with the #1 threat to the company 2. Create a compelling USP 3. Product awareness 4. Create a memorable company story 5. Create a product roadmap
- 8. The #1 Threat To enLogic
- 9. What Makes enLogic Unique?
- 10. Product Awareness • Who buys intelligent PDUs? • When do they buy them? • How do they make their decisions? • Are they aware of enLogic?
- 12. Product Roadmap 1. Combine thermal management with intelligent PDU. 2. Boost data center energy efficiency. 3. Increase management control (allocate costs). 4. High-power 400V models to support the power requirements of data center racks with high-density equipment.
- 13. How Big Can We Grow? • $500,000,000 Intelligent PDU market – 1% = $5,000,000 – 5% = $10,000,000 – 10% = $50,000,000