Logitech Is Using R&D to Expand Its Strong Consumer Brand into Business Markets

Ken Landoline
Ken Landoline

Summary Bullets:

  • The BYOD phenomenon has resulted in a variety of consumer devices and services becoming standard components of business IT solutions in the SMB and enterprise marketplaces.
  • Consumer product developers now have an opportunity to broaden product market scope and expand revenues by evolving their offerings into business solutions through strong R&D and marketing efforts.

A few days ago, I was invited to attend a lab tour at Logitech, a market leader in the consumer web camera market, headquartered in Newark, California.  I refer to Logitech as a market leader because it holds an indisputable leading position in the consumer webcam market (reported to be around 70%).  You might wonder why an analyst following the enterprise unified communications business would be invited to Logitech.  Well, approximately two years ago, Logitech set up its Enterprise Division and began developing high-quality video cameras aimed at capturing the attention of IT decision makers interested in delivering video collaboration applications to their employees.  The initial result was a personal videoconferencing camera named the BCC 950 ConferenceCam.  The BCC 950 is a desktop or small group videoconference camera that plugs into a PC or laptop via a USB port.  This simple-to-use device, introduced to the marketplace earlier this year, includes features expected in a video conferencing terminal used in a small conference room or business office, including 1080p30 resolution, noise cancellation, and pan-zoom-tilt functionality, and it has the plug-and-play ease-of-use capabilities of a consumer product.  The product also has a very impressive list price at $250. There is no software installation required, and it offers out-of-the-box integration with Microsoft Lync, Cisco Jabber, Skype, Google+ Hangouts, and several other consumer videoconferencing services that are migrating into the enterprise office environment. Continue reading “Logitech Is Using R&D to Expand Its Strong Consumer Brand into Business Markets”