People inspired products: Belkin unveils new brand identity and focus

Las Vegas, Nevada – January 11, 2012 – Belkin today unveiled a new brand identity committed to creating people-inspired products that help all of us stay seamlessly connected to the people, activities, and things we love. With the new brand logotype and logo, Belkin communicates its goal of delivering innovative product solutions that enable people to realise their potential through the application of technology. Belkin's new brand identity will be on display in the Belkin booth (South Hall #30651) at the 2012 International Consumer Electronics Show (CES) in Las Vegas.

"The new Belkin logo, affectionately named PIP for People Inspired Products, symbolises our commitment to take inspiration from people, and acknowledges the connection between people and the experiences they value most." said Ernesto Quinteros, Belkin's Chief Brand Officer. "In a future where connectedness will only increase, our products have one common goal, to ensure that technology exists to serve people, and never the other way around."

To achieve the goal of creating people-inspired products, Belkin vows to listen to our customers and partners to build product solutions that improve upon daily challenges and anticipate evolving needs. In other words, to make products that people desire and that make their lives better.

The rebranding comes on the heels of the return of Belkin founder, Chet Pipkin, to the role of president and CEO. "Belkin has come a long way since the days I was building computer cables in my parent's garage," said Pipkin. "But I'm excited to be back leading the charge of a revitalised Belkin, one that is synonymous for quality, innovation, and, most of all, products inspired by the potential of people."

On the CES show floor for the first time since 2008, the innovations showcased in the Belkin booth in 2012 reflect this renewed emphasis on making quality products that enhance the role of technology in people's lives.

New products debuting at CES include:

Home Automation - WeMo

Requiring only a Wi-Fi network, an electrical outlet, a smartphone and free app, WeMo is a simple, affordable, scalable home automation system designed for everyday people to easily manage their home electronics, from home or away. Products include

• WeMo Home Control Outlet
• Turns devices on or off, manually or by schedule, from anywhere, by using a smartphone
• WeMo Motion Sensor
• Detects movement, and devices plugged into the WeMo Home Control Outlet can be programmed to react to motion
• WeMo Baby Monitor, Garage Door Opener, Door Lock and lighting controls
• Prototypes of these future WeMo products still in development will be showcased

Home Entertainment

• Dyle Mobile TV Adapter
• Belkin joins forces with MCV, a consortium of digital broadcast content providers, to offer new products that enable consumers to watch live broadcast television programming on smartphones and tablets when away from home; Product on display is a prototype still in development
• Mobile TV for smartphones and tablets
• Sends content from an existing cable or satellite receiver to a smartphone or tablet, letting you watch your TV on the go through Wi-Fi or a data network; Product on display is a prototype still in development
• ScreenCast PC

o   Wirelessly transfers personal or online content from any PC laptop to any HDTV with an available HDMI port

Wireless Networking

• Advance N900 DB
• Belkin’s most advanced wireless router features improved gaming speeds, fewer dead zones, increased download speeds, multiple device connectivity and improved reach

Mobile Accessories

• Thunderbolt Express Dock
• Accessto multiple desktop peripherals and Gigabit Ethernet with one cable; prototype on display at CES
• RoomService  for Samsung
• A charging dock that automatically launches favourite apps when device is docked; Product on display is a prototype still in development
• RoomService Awake for Samsung
• A charging dock that turns your Samsung phone or tablet into a smart alarm clock; Product on display is a prototype still in development
• YourType Keyboards
• An interchangeable keyboard and folio system for a variety of Android tablets, including Samsung Galaxy Tab
• YourType Keyboard + Stand
• A portable Bluetooth keyboard and stand solution for Android tablets
• YourType Folio + Keyboard
• An all-in-one Bluetooth keyboard and protective folio solution

More information:

Learn more about the new Belkin at www.Belkin.com. For full information on Belkin at the 2012 International CES, including high-res images, product press releases and company news, visit at http://www.belkin.com/CES2012.

Belkin media representatives and product experts will be on site at CES.  To schedule an interview, booth tour or product demo, please call Liz Murphy at Formula PR at +1 (310) 598 9331, murphy@formulapr.com or Leah Polk at + (310) 279 8281, Leah.Polk@belkin.com.

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About Belkin International, Inc.For more information on Belkin, please visit www.Belkin.com/aboutus.