The age of technology
In 25 years developing gadgets for branding, Desktop Ideas has remained at the cutting edge of technological innovation
Nothing changes faster than technology – just take a look at your mobile phone from 10, or even five years ago for evidence.
With greater reliance on tech, staying on top of what’s hot is no easy matter, especially as gadgets have become one of the most important sectors of promotional merchandise.
Over the past 25 years, Desktop Ideas (DTI) has made it its business to find the technology that goes beyond fads to be valuable promotional tools.
With a background in product design and marketing, founder Matt Pluckrose recognised the opportunity for tech gadgets as companies began to embrace the internet. Early hits included liquid filled mouse mats – which remain one of his favourite products – and the Untangler, a gadget to solve twisted phone cords.
Tech developers
DTI collaborated with EU partners to promote and sell such unique items and its range developed to include some of the largest selling items in the promo market such as digital photo frames, Wi-Fi detectors, modem cables, and memory sticks which DTI launched and pioneered.
“I saw the price of these cool little computer devices change from £38 per unit for 16MB on launch to £2.50 per unit for 64GB some years later,” says Pluckrose. “It’s quite a journey but I can honestly say every new product launch period we undertake each year fills me with excitement.”
The change from cutting edge to commodity demonstrates the importance of keeping your finger on the pulse of technology. DTI has managed through a firm set of criteria to develop ideas into award winning products. It researches gaps in the market and designs new concepts that are useful, add value and will be desired by the consumer, rather than being a fad.
Global brands
The company’s product range has centred on some of the largest product innovations the tech world has seen with useful accessories for global products such as iPhone, iPad, and Apple Watch.
This global view of products and sourcing led the company to open one of the first offices in Asia to maintain its position in its field. Xoopar, a leading brand for tech accessories, remains the company’s key partner in Asia.
A growing appetite for technology in the merchandise industry has been driven by greater appreciation of its value and usefulness as a branding tool. Trends for connectivity, working from home, nomadic working, international travel and business networking have all had huge effects on the demand for tech.
Despite the trials of recent years, including Brexit and the pandemic, DTI has weathered the storms to come out stronger by sticking to the company strategy, beliefs and focus on product innovation matched with traditional service. Pluckrose describes this as a “can do-will do” attitude, which was recently recognised by a recent BPMA award for supplier of the year, on top of multiple products awards won by DTI.
The future will retain a focus on these core values, as well as increasing heed of sustainability in all things the company does.
There will also be a focus on efficiency and how the company supports clients and makes operations easier to navigate, including syncing with client websites and CRM systems.
“The future for DTI will be bright and we intend to take all our partners, investors and clients on this journey to make good business and most important to make good business that does not adversely impact our planet,” he adds.
