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Enermax Interview with Alexandra Kogan


by Stuart Davidson - 25th Mar 2009
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Alexandra Kogan
International Marketing Coordinator


DH: Hi Alexandra, thanks for taking the time to talk to us today, can you tell us your job title within Enermax and your daily duties?

Alexandra: Hi Allan, thank you. At Enermax I am International Marketing Coordinator and I am in charge of UK Market especially. I am responsible for all of marketing-related initiatives to promote our brand and products in UK. I work closely with UK Media and channel partners for product tests & reviews, advertisement plan, joint promotion programs, and also for various cooperative projects with business partners etc. For example, recently we worked with Gigabyte to have a successful overclocking event in Milton Keynes.

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DH: With rising costs for electricity and many manufacturers striving to reduce costs to the consumer how important to you feel it is right now to get products into the 80 PLUS®  Gold efficiency range, what additional challenges and costs are involved?

Alexandra: As a leading PSU manufacturer and due to our advantages, like own factories and developing teams, we are able to improve PSU technologies regarding efficiency operations. We already launched our most powerful and famous PSU series Revolution85+ with excellent efficiency of over 91% at 220V (80 PLUS® Silver certified). Customers can not only reduce their electricity costs but also help to save the environment. Our main target and challenge is to improve the efficiency to 80 PLUS®  Gold as soon as possible for a reasonable customer price.

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DH: At CeBIT a few weeks ago Enermax were showing a prototype of a 80 PLUS®  Gold PSU. Can you explain the difficulties with bringing this to the market and how important you feel 80 PLUS® certification will be?

Alexandra: We demonstrated that it is already possible to build such an efficient PSU with 80 PLUS® Gold. But we are still working to make the technology perfect and the price reasonable for our customers. Due to rising energy costs and environmental aspects 80 PLUS® certification becomes more and more important not only for end users but also for companies and industries.

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DH: The Apollo fans looked great at CeBIT with the spectacular LED configuration. Can you give us any indication on what sort of noise level they produce as well as any air flow information?

Alexandra: Yes, you are right! Our new fans attracted all CeBIT visitors! The new series is based on our established and patented Twister bearing technology. The new series combines the advantages of our already established fans which are almost noiseless, guarantee long life time of 100.000 hours operation and detachable blades for water cleaning. Apollo brings up some new features like up to 15 LEDs for sparkling lightning effect and metallic finish offering corrosion resistance. The noise level and air flow is as following: 8cm fan 10-21db(A) and 12-33 CFM and 12cm fan 12-20db(A) and 29-72 CFM.

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DH:The Aurora and Aurora Premium are excellent keyboards but some people may be discouraged by the price of the products. Would Enermax ever consider creating a budget version which retains the great key design but possibly incorporate a plastic body to reduce the cost?

Alexandra: It is nice, that you ask me about this point. Enermax is a premium manufacturer and our mission is to provide our customers with best quality for a long life and unique features to a reasonable price. We are creating products which fit to customers demand not only regarding the price. We pay a lot of attention not only to functionality but also to unique and outstanding design. Our keyboards Aurora and Aurora premium are design and high quality products which provide unique and noble look. This was already confirmed by “red dot design award” which we have won in 2007. The keyboards are made of brushed aluminum and diamond cuts. The “Scissors” Technology, which has been patented by Enermax, gives you the comfortable feeling to type like on a notebook.  On CeBIT we presented our new ultra thin polished and scratch-resistant acrylic keyboard. It is the worldwide thinnest PC keyboard which will be available also in a wireless version and provides the most advantages which you are used from Aurora. Both keyboards provide more than 10 mio keystroke lifetime.

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DH: Does the new Ultra Thin Keyboard (KB009U) share any of the same technology as The Aurora?

Alexandra: The new keyboard is the world’s thinnest PC keyboard. It has a mirroring and scratch-resistant reinforced acrylic surface which gives the keyboard a unique look. Both keyboards, Aurora and the new one, are equipped with patented “Sccisors” Technology, USB 2.0. and equipped with the same key layout. Both keyboards have flat keys for a pleasant and healthy working. The new keyboard will approximately come in the third quarter on the European market and will be available in a wireless and non-wireless version in black or white color.

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DH: The Micro Aurora Model presented at CeBIT looks like a product with quite a bit of potential, what applications do you have in mind for it?

Alexandra: The new keyboard Aurora Micro Wireless is the first keyboard which includes all mouse functions. It contains laser trackball with adjustable resolution, integrated mouse keys and clickable scroll wheel. It has hot keys which make possible a quick access to all Media Center functions. The application for this keyboard should be in the first line a remote control for all multimedia functions relaxed sitting on the sofa in your living room and using your HTPC or PC to watch movies or pictures and hear music.

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DH: The Phoenix case was released some time ago, has it been a success for Enermax and do you plan to release more cases in the future?

Alexandra: The Phoenix case is a big success for Enermax in Europe. We will pay more and more attention to the case section in the future and try to increase the awareness of Enermax in this industry. Yes, we will launch in the near future more cases. Enermax spends a lot of efforts to bring innovative and user-orientated design cases on the market. Our cases provide a lot of possibilities and flexibility to their owners. Phoenix Neo makes it even possible to cool the system by water. It is a perfect PC case for all gamers and do-it-yourself PC builders. The new case which we demonstrated on CeBIT, named Helios has a mesh-front design with Apollo fan inside. It provides also a screwless quick release fastener and openings for external water cooling. But we also develop cases for other demands like our HTPC case Laguna. It is a design Home-Theatere PC with expansion possibilities for the future for a reasonable price.

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DH: Are there any forthcoming products you can tell us readers about? anything to look forward to from Enermax in 2009?

Alexandra: On the CeBIT we already presented our new products. Until the end of 2009 we plan to launch a new 80 PLUS® Gold certified PSU series into the market. The Apollo fans we were talking about before will also come in the third quarter into the market. We believe in a big success of these new fans especially after such a good feedback on the CeBIT. Also new keyboards which we discussed before, the Ultra thin keyboard and Aurora Micro Wireless, will come this year. Regarding the cases we already introduced our new case Helios with integrated Apollo fan. This case will also be launched in the second half of the year.But our customers can expect more innovative cases in the future and of course other breaking through products on which our design teams are working right now.

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DH: We are aware that Sapphire will be using Enermax Technology for their upcoming range of gamer PSU’s and that they will make some changes to the design. Do you see this relationship as being a two way process where design changes are fed back from Sapphire and considered for inclusion in your own branded products?

Alexandra: First of all I would like to mention that Sapphire is a very good partner for cooperation and this is our first big common project. Within specifying all details and features our cooperation and communication was very close. Since Sapphire is a very experienced manufacturer of GPU we could also learn a lot from them. So in this project both parties could benefit. I hope that we will originate more projects together in the future.

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DH: What does having your own design and production facilities mean to Enermax? How much of an advantage does this give you guys in the marketplace?

Alexandra: Of course Enermax benefits from these advantages. Enermax owns two factories and has own design and research centers. This makes possible flexible and quick response to markets desires. Enermax is developing innovative and unique products and continuously patents new technologies. Our design and research teams work closely with all Enermax subsidiaries worldwide in product design to develop the best products in respect of the market demand. Furthermore we are executing the best possible quality control management due to direct involvement into the control of the production.

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DH: You recently closed your UK office was this due to just to the economic climate and declining sales in the UK or was there some other factor involved? Can you reassure our UK readers that it is business as usual for Enermax?

Alexandra: UK market is very important market for our company. The reason why we closed our office was that we decided to restructure and optimize our UK business. Enermax now concentrates mainly on the marketing and brand promotion and the regular business operations are handled by the local authorized general distributor C&J. C&J is responsible for product selling & delivery product support, warranty and after-sales service. So we really assure that there are and will be no changes for Enermax customers in UK. Enermax products are and will be available on the UK market. One of the first steps of the improvement process which is already visible is the launch of our new UK website. The new website presents new design and is now faster, more clear and informative. Just take a look!

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DH: Thanks for your time Alexandra, have you anything you wish to say to our readers before signing off?

Alexandra: Thanks again to DH for this opportunity to talk to you and our customers. Enermax will expand in the future marketing activities in UK. We will operate more broad and solid marketing activities, bring to the market a lot of unique and exciting products and provide to our customers a lot of attractive marketing programs. For example we will give our customers the possibility to win some of our products in cooperation with DriverHeaven in the next few months. So I am looking forward to start our Lucky Draw!
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