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

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?

11. Memorable Company Story

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