12.09.2006 - The video and digital camera and MP3 player business is booming. As products become more powerful, the users become more demanding. There is no more room for normal cells in high-tech devices. With the re-launch of its photo portfolio, Varta is giving the right answer to this trend and is giving the former Photo Professional product range a new structure, and a new name: VARTA Professional.

As of September, Professional cells are not only optimal energy sources for photo and video equipment anymore. They are expanding their areas of application into high-tech electronic devices of all kinds. The key idea behind the re-launch is that Varta is the perfect energy supplier for digital applications, from MP3 players to digicams. With this strategic decision, Varta is fulfilling the needs of the fast moving market and the high demands of consumers in three ways at the same time. Specifically, as of September, there will be special cells for the photo/video sector, the MP3 player segment and the entire digital area.

“Our cells are the first choice for all high performance digital products, not only for the photo sector”, explains Manuela Jagemann, International Brand Manager Photo/ Video and Special Batteries of Varta regarding the structure change related to the re-launch. For this message, Varta has not only changed the range identifier from VARTA Photo Professional to VARTA Professional, but they've also optimized the appearance of the alkaline and lithium cells and rechargeable batteries, including the blister packs. The new Varta assortment is being displayed in specialized retailers in a new, elegant premium design and comes with clear, easy to understand information about the individual products. Just one glance at the front side of the exquisite silver blister packs tells clearly which high-tech devices the cell is suited for: for the photo, digital or MP3 area. The silver quality seal underscores the idea that stands behind the high performance cells. Also, on the reverse side of the blister pack is a clearly structured user information. The reference to the homepage, www.varta-consumer.com guarantees more detailed information about Varta products in the Internet.

The new segment will be completed in October 2006 with the Professional Charger. This premium charging device is exactly matched to Professional rechargeable batteries providing them quick charging and dependable energy. “With rechargeable batteries and the charger, Varta now offers all the products that the user requires for digital devices, from one source”, explains Manuela Jagemann. The retailers will also profit from this. After all, they can fulfil all the consumer’s needs with this concept. It makes no difference whether the consumer is looking for a special charging device or for the optimal cells for high-tech devices.

The new, eye-catching design and the easily understandable product information will contribute to increase sales. “Customers buy where they feel in good hands and well understood”. The Varta manager hits the nail on the head. “At Varta, we do everything to fulfil the quality requirements of the consumer.”

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