Power Distribution Unit (PDU) Manufacturing Company Product Management Overview

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This is a presentation that I put together when I was interviewing for the position of Director Of Product Management at Enlogic Systems.

It must have been pretty good, because I got the job!

If YOU would like to offer me a job, feel free to get in touch with me via LinkedIn at:
http://www.linkedin.com/in/drjimanderson

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Power Distribution Unit (PDU) Manufacturing Company Product Management Overview

  1. 1. Secrets For Success In TheData Center Power Distribution & Monitoring Industry
  2. 2. Market CharacteristicsIntelligent PDU SalesCompleteSpecialist• 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 marketMarket Size:$1B
  3. 3. Who Plays In This Market?CompleteSolution ProvidersRack PDUSpecialistsCorebusiness isIntelligentRack PDUsRegionalCompanies thatfocus on non-intelligentproductsSource: IMS Research: The World Market for Rack Power Distribution Units – 2012 Edition
  4. 4. Where Are The Customers?Data Center Locations1. London – 812. Netherlands - 543. Antwerpen – 344. Paris – 335. Frankfurt – 296. Dusseldof – 167. Vienna – 158. Hamburg – 129. Madrid – 1210. Lisbon -12
  5. 5. What Do Customers Want?• The ability to protect equipment from spikes,electrical noises, and phase imbalances andthereby, ensure power supply of higher quality• With the increase in server density, rackvendors are also expected to focus onsimplifying cable management and designsystems to accommodate deeper serverversions.
  6. 6. Role Of Product Mgmt @ enLogic1. Communication2. Solution Development3. Product(s)4. Partners5. Sales6. Competition7. Pricing
  7. 7. enLogic’s Product Goals For 20131. Deal with the #1 threat to the company2. Create a compelling USP3. Product awareness4. Create a memorable company story5. Create a product roadmap
  8. 8. The #1 Threat To enLogic
  9. 9. What Makes enLogic Unique?
  10. 10. Product Awareness• Who buys intelligent PDUs?• When do they buy them?• How do they make their decisions?• Are they aware of enLogic?
  11. 11. Memorable Company Story
  12. 12. Product Roadmap1. Combine thermal management withintelligent PDU.2. Boost data center energy efficiency.3. Increase management control(allocate costs).4. High-power 400V models to support thepower requirements of data center rackswith high-density equipment.
  13. 13. How Big Can We Grow?• $500,000,000 Intelligent PDU market– 1% = $5,000,000– 5% = $10,000,000– 10% = $50,000,000

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