Computer Growth Sparks Surge Protection Category
By Martha McDonald -- TWICE, 2/7/2000
Fueled by the rapid growth in computers, surge protection and UPS (uninterruptible power supply) systems have become a booming category. Many suppliers are adding these products for both computers and for home theater equipment.
"Surge protection is a massive market," said project manager Chris Lanfear, who follows the computer accessories category for Venture Development Corp. He noted that aftermarket sales amounted to $539 million in factory dollars in 1999, up from $295 million in 1996, and that the compound annual growth rate is 10.5 percent. The category is expected to reach $874.6 million in factory dollars in 2003.
While companies such as Tripp Lite, Woods, Belkin, APC and Fiskars, with its Newpoint and Power Sentry brands, focus heavily on surge protection and continue to lead the category, many other more mainstream accessories suppliers are now adding surge protectors. For example, Fellowes, Jasco's GE brand, Gemini's Magnavox brand, Panamax, Monster Cable, Zenith and Thomson, with the RCA brand, are making inroads in the category.
One trend is toward surge suppressors with wide outlet spacing, according to Rich Felhaus, Tripp Lite product manager. "The current proliferation of computer accessories using bulky transformer block-style plugs is creating a need for unusually wide surge suppressor outlet spacing."
Felhaus also cited the move to the Internet as fueling the need for step-up surge suppressors: "As the favored method of connection to the Internet and remote networks via phone lines shifts toward high-speed cable modems, wireless and other methods, additional surge suppression products will need to be developed that protect these new pathways into computer systems."
Tripp Lite offers a variety of products geared to different consumer, office and home office needs. The Isobar series for office use offers sturdy metal housing as well as high joule ratings, while the Super Series with plastic housing is more for consumer use.
The Super Series includes eight models at prices ranging from $44.95 (suggested retail) for the 1,200-joule Super 8 model up to $79.95 for the Super 10 + Tel Deluxe model with 2,800 joules. The newest model in this series is the Super 10 + Tel at $69.95.
Zenith has revamped its surge line to include a number of higher-end models for a total of 12 new models for 2000.
At the top of the line is the $99.99 ZES500, which is designed for computer or home theater use. The 1,100-joule device incorporates a wireless modem jack, which sells separately for $99. It has 12 outlets, as well as satellite and cable connection, a 10-foot cord with a 45-degree plug, and an audible alarm to let consumers know that the unit has taken a hit and needs to be replaced.
"We offer a lifetime warranty on all models," said Lenny Langsner, Zenith Accessories sales manager. "In fact, we want consumers to send their surge protectors back so we can replace them and put them on display here."
He added that the unit has 12 outlets to accommodate all of the devices that consumers have to connect these days. In addition, all of the outlets in the line are protected for child safety and are color coded.
The new line also includes three category 5 models, the ZES300, ZES250 and ZES200, at suggested retail prices of $69.95, $49.95 and $29.95, respectively. All offer high joule protection (2,200, 2,000 and 1,900, respectively) and eight outlets. The ZES 300 includes satellite, cable and phone protection.
Langsner noted that most new homes are built with category 5 wiring (RJ45) and that these surge protectors are backward compatible to standard RJ11 wiring and plugs.
At $19.99, the ZES150 is a 150-joule unit with eight outlets and two-line phone protection for standard phone lines. Zenith's new surge line will include seven other models, with joule ratings from 70 to 450.
All products are scheduled to ship in April in new clamshell packaging that coordinates with the rest of Zenith's accessories line.
"Surge is a growing category," said Zenith Accessories VP Len Coakley.
Jasco is also offering an expanded surge protection line, under its GE brand, with new models at retail prices ranging from $9.99 to $49.99. New units include the seven-outlet SU93944 and the eight-outlet SU93951 in the Telecom/
Home Office line. Both offer AC and phone line protection. Suggested retail prices in this line range from $12.99 to $39.99.
In the under-monitor category, Jasco is introducing the five-outlet SU93971 Power Center Pro at $49.99 and the SU93972 at $29.99. In the home theater category, the company offers the SU93916, an eight-outlet model with AC, telecom and video surge protection at a suggested retail price of $49.99.
American Power Conversion (APC) of West Kingston, R.I., has a new product that provides protection for digital telephone lines. The APC PDigiTel is designed to protect T1, ISDN, digital leased lines (DLL) and other digital telecommunications equipment. The suggested retail price is $25.
The company has also updated its SurgeArrest Notebook Pro Surge Protector to make it compatible with almost all notebooks, including those that use three-prong power adapter blocks. The suggested retail price is $59.99.
Belkin has recently introduced a surge protector for the iMac, the SurgeMaster II (F5C595-TEL-IMS), which is color coordinated with the computer's colors. Each unit ships with color stickers in all five iMac colors, so consumers can customize their surge protector. It has eight outlets plus telephone line protection in a new block space design to allow for large AC adapters. The suggested retail price is $34.99.
Fiskars, which has just merged its Newpoint and Power Sentry divisions into Fiskars Power Sentry, is featuring new Newpoint computer surge protectors at retail prices ranging from $14.99 to $29.99. All four models in the Personal line feature the strip style and have six outlets, and the step-up units have features such as phone line protection and coaxial connectors.
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