Jiří Filip From humble beginnings in a Southern California garage in 1983, Belkin has become a global technology company. And since you can also buy its products directly from Apple in Apple Stores, i.e. in a lot of other stores led by iStores.cz, we decided to approach this accessory manufacturer with a request for an interview, which he accepted to our delight. We talked specifically with Mark Robinson, Head of Product Management EMEA at Belkin, about a wide range of topics, including Belkin's values, its target group, but also the adoption of USB-C in a larger number of products and the like.
Can you give us a brief introduction to Belkin?
Belkin is a California-based accessory leader that has delivered award-winning power, protection, productivity, connectivity and audio products for 40 years. Belkin branded products are designed and engineered in Southern California. They are sold in more than 100 countries worldwide. Belkin maintains its unwavering focus on research and development, community, education, sustainability and, above all, the people it serves. From humble beginnings in a Southern California garage in 1983, Belkin has become a global technology company. We remain forever inspired by the planet we live on and the connection between people and technology.
What values can be found in Belkin products?
We listen to consumers' needs and wants and create thoughtful, elegantly designed products that fit seamlessly into their lives. Belkin doesn't create products just to create new products, but to solve problems and help consumers improve their everyday lives. Belkin thinks through every detail: from the overall aesthetic to the materials used, to the impact on the environment, design, safety and quality.
What sets us apart from other manufacturers is our own capabilities. In state-of-the-art laboratory facilities at the company's California headquarters, our teams of designers and engineers invent, prototype and test in real time. Belkin will then introduce innovative and thoroughly tested products to the market. Belkin has invested millions of dollars in new equipment and continues to invest in research and development and human capital.
At Belkin, we understand that great ideas can come from anywhere. This is a big part of our culture. Belkin employees can share their product ideas with the innovation team anytime, anywhere, and all ideas are considered. This program provides the wider Belkin team with a structured environment in which to brainstorm, prepare and present their ideas to senior management and design and engineering teams. In a collaborative and supportive atmosphere, team members are motivated to present their ideas. The chosen presentation style is to ensure that everyone can present their best ideas without time constraints and completely without fear.
At the core of every Belkin product is human-inspired design, premium quality and certified safety. Belkin's promise is to exceed industry standards for quality and safety in each of its products. We always keep our word. Our design and verification processes include extensive testing by Belkin's dedicated teams located in Los Angeles, China and Taiwan. Belkin's Los Angeles headquarters is home to state-of-the-art proprietary facilities and resources built for full product lifecycle testing. Our products are also backed by a top-notch warranty program.
What are you focusing on? What is your target audience?
The breadth of choice offered by Belkin is unparalleled. Belkin offers mobile power, display protection, KVM hubs, audio products, connectivity products and other technology products for the digital world. Anyone who needs to connect their devices with environmental impact, design, safety and quality in mind will find what they need at Belkin.
Has the introduction of the USB Type-C standard made your job easier?
The widespread adoption of USB-C is exciting because it creates new ways to connect and hopefully give people an overall easier user experience. USB-C has a forum of technology companies working together on standards for the now universal interface. Belkin was part of this forum and helped create it. Connecting the digital world is part of our bottom line. More than a standard, this change symbolizes the connection of people and will continue to evolve.
Are you planning any new products?
The following products are definitely worth mentioning. First up is the Belkin Auto Tracking Stand Pro with DockKit docking kit. Artificial intelligence has advanced in the last few years and we are now starting to see meaningful applications that change everyday interactions. An example is the recently released Belkin Auto-Tracking Stand Pro with DockKit. The Belkin Auto Tracking Stand Pro is the first ever accessory to work with the DockKit. This product uses automatic object tracking technology that follows you on camera as you move around the space and has the ability to rotate 360 degrees and tilt 90 degrees. It's the ideal accessory for immersive video calls or recording interactive content that involves a lot of movement.
Also worth mentioning is the Qi2 technology, which was launched only a few months ago, and has quickly caught on with OEMs and accessory manufacturers. Belkin is among the first wave of accessory manufacturers to provide fully certified Qi2 chargers. We expect this new technology to be quickly adopted by consumers as well.
We already talked about the USB-C interface. This was most prevalent in mobile accessories until recently, but is now a much broader category that extends into homes, computers and other devices. What makes USB-C interesting when it comes to cables is that not all cables are created equal. There are many designs and sizes on the market and they differ in charging options and data transfer speeds. The latest cable specification for USB-C is 240W. The cable is designed for Extended Power Range (EPR) and supports fast charging up to 240W for notebooks with larger displays and demanding performance, such as notebooks focused on gaming, intensive graphics and content creation.
Another novelty is chargers with GaN technology, which is actually an abbreviation for gallium nitride. GaN chargers are more efficient at transferring current and do not require as many components as traditional silicon chargers. This material is also able to conduct a higher voltage for a long time and less energy is lost through heat, which ensures faster charging. This means we can create very powerful products in smaller packages. Belkin is making new use of GaN in its docking stations to provide a more compact desktop solution that lightens workspace while optimizing productivity. GaN technology in the docking station category is an advanced solution that is gaining a lot of attention.
What are you doing for the environment and sustainability?
Sustainability has long been a standard at Belkin. Based on a life cycle assessment, Belkin has made a deliberate and methodical decision to take plastic waste from consumers and reuse it to make new products, switching from primary plastic to recycled materials (PCR) wherever possible in new and existing SKUs. Belkin teams have spent countless hours fine-tuning the material balance to push the proportion of PCR elements to 72-75% without compromising quality, durability and safety.
Belkin is on track to become 2025% carbon neutral in terms of scope 100 and 1 emissions by 2 (meaning we will be carbon neutral in terms of direct emissions from our offices and indirect emissions through credits for renewable energy). And we have already achieved a 90% reduction in plastic consumption in the packaging of some product lines, and we are moving towards 100% plastic-free packaging for all new products.
Sustainability also depends on how long and in what quality the product lasts. We want it to work well and have a long life and ultimately slow down the process of e-waste entering the system. We are on a lifelong journey of finding ways to make products more responsibly.
Thanks for the interview.
