Memorex 2011 Annual Report Download - page 7

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The Memorex brand was acquired by Imation in 2006. Memorex brand products include recordable CDs, DVDs and
Blu-ray discs, CD players, alarm clocks, portable boom boxes, iPod and iPhone accessories, headphones and speakers.
Memorex brand products are sold primarily in North America.
The rights to the TDK Life on Record brand were acquired by Imation in 2007 under an exclusive long-term license from
TDK Corporation (TDK). TDK Life on Record brand products include recordable CDs, DVDs and Blu-ray discs, flash drives,
tape cartridges, headphones and computer speakers which are sold to commercial customers and individual consumers. TDK
Life on Record brand products are sold throughout the world.
The XtremeMac brand was acquired by Imation in 2008. XtremeMac brand products include cases, chargers and audio
solutions to protect, power and play Apple iPad, iPod, iPhone and other devices. XtremeMac products are developed for
Apple enthusiasts and are available worldwide.
The MXI Security brand was acquired by Imation in 2011 and includes secure storage flash drives and external hard
drives, as well as software solutions to help manage portable security devices on the network.
During 2011 Imation and IronKey entered into a strategic partnership whereby Imation received an exclusive license
from IronKey for its secure storage management software and service, and a license to use the IronKey brand for secure
storage products.
Business Segments
Our business is organized, managed and internally and externally reported as segments differentiated by the regional
markets we serve: Americas, Europe, North Asia and South Asia. Each of these geographic segments has responsibility for
selling generally all of our product lines.
The Americas segment, our largest segment by revenue, includes North America, Central America and South America.
The United States represents the largest current market for our products. It has a great variety and sophistication of
distribution channels including value-added resellers, OEMs, retail outlets, mass merchants and on-line resellers. The
countries in South America and the Caribbean represent potential growth markets with increasing penetration of Information
Technology (IT) in the commercial and consumer markets.
The Europe segment includes Europe and parts of Africa. Western Europe exhibits traits similar to North America in
terms of overall breadth of product offerings, high penetration of end user markets and breadth and sophistication of
distribution channels. Emerging markets in Eastern Europe represent potential growth markets for our products as IT end
user and consumer markets grow.
North Asia is our second largest segment by revenue, and includes Japan, China, Hong Kong, Korea and Taiwan.
Japan is the single largest market in the segment and is similar to North America and Western Europe in terms of overall
penetration of IT into the market, though its distribution channels are less developed than those of other regions.
The South Asia segment includes Australia, Singapore, India, the Middle East and parts of Africa. It is similar to North America
and Western Europe in terms of overall penetration of IT into the market, though its distribution channels are less developed.
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