Batteries help drive the proliferation of electronics: manufacturers are responding to the needs of consumers on the go

Chain Drug Review, Jan 7, 2008

NEW YORK -- The ongoing proliferation of high-drain portable electronic devices and American's desire to own the latest gadgets continue to make batteries an important part of drug stores' mix.

As the industry's major battery makers battle for consumers' attention, they have recently begun branching out from focusing their energy on selling power cells to including novel new items.

This fall, for example, Energizer Holdings Inc. and Procter & Gamble Co.'s Duracell division each debuted portable power devices that can replenish rechargeable batteries--in some cases without the need for an electrical outlet.

"Today's on-the-go consumers are looking for new ways to power their portable lifestyles," comments Duracell North America brand manager Rachel Calomeni about the impetus behind launching the company's line of portable charging devices.

Duracell's latest entry in the segment serves as a portable power hub, delivering a charge to a range of high-drain devices--from digital cameras and portable gaming systems to iPods, MP3 players and BlackBerries--through several methods.

The device can be used to charge AA or AAA rechargeable nickel metal hydride batteries by plugging the unit into the wall or into a car outlet.

It can also be plugged into a computer's USB port to charge devices capable of being recharged that way.

The charger is packaged with the precharged batteries that Duracell introduced earlier this year.

These batteries, Calomeni points out, can be recharged hundreds of times and, unlike other rechargeables, can retain their power for up to a year even when not in use.

"Our innovative and easy-to-use mobile charger is the ultimate power pack, delivering extraordinary performance and giving users the flexibility to power devices anytime, anywhere," Calomeni says.

Meanwhile, Energizer has introduced the second product in its line of Energi To Go devices.

The Energizer Energi To Go portable power for iPod follows the launch earlier this year of the Energi To Go for cell phones.

The cord-free device is powered by Energizer e2 Lithium AA batteries and employs a patented intelligent control chip to maximize power transfer to an iPod.

The unit has a flip design that allows it to be used as a stand while charging and to fold up for storage.

Energizer marketers note that in testing with different types of iPods the Energi To Go provided more than 46 hours of music playback on the iPod nano and more than 32 hours on the iPod with video.

"At Energizer we're always trying to respond to consumers' needs for portable power," says general manager for new products Mike Rivard. "With the new Energizer Energi To Go portable power for iPod--whether one is on a plane, at a campground or at any other location without a power outlet--the music will keep going.

"It also features the kind of design that iPod owners appreciate and expect."