Martin Goldberg

Powering Up Portable Product Sales By Natalie Hope McDonald The "unplugged generation" — that's how Winner International describes its battery users. The maker of the new Juice batteries reports that battery usage rose 50 percent in the last decade, thanks to an increased investment in portable devices like digital cameras, phones and PDAs. It means that, as more users require even greater portable power, resellers are looking to rechargeables for profitable solutions. "The technology and rechargeable battery business [in general] is really strong," said Martin Goldberg, president and CEO of Lenmar. "It's one of those recession-proof industries. When people buy new equipment, they want

Cell phones, digital cameras, laptops and palmtops, photoflash units and the other power-hungry battery eaters out there aren't going to settle for the same old power sources. Battery and hardware makers are working more closely in product development to make sure they get the right fit. Carrying through to marketing, battery manufacturers are designing their packaging to inform consumers which batteries they should buy for the hardware they have. "The battery is a strategic component," says Sanyo Energy Vice President and General Manager Joseph Carcone. "Almost every wireless device now advertises how big it is, how heavy it is, and how long it runs." Sanyo Energy's

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