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Can New CEO Mark Lucas Redress Imation?

The former president and COO will replace Frank Russomanno who retires.

Imation Corp.‘s board of directors announced that Frank P. Russomanno, vice chairman and chief executive officer, will retire immediately following the company’s Annual Meeting of Shareholders on May 5, 2010.

Russomanno, 62, has served as vice chairman of Imation since March 2009 and as chief executive officer of Imation since April 2007. Mark E. Lucas, president and chief operating officer, was named by the board to succeed Russomanno as president and chief executive officer, effective immediately following the 2010 Annual Meeting. The board also nominated Lucas for election to the board of directors.

Linda Hart, non-executive chairman of Imation’s board of directors, commented: “The board is very grateful to Frank for his excellent leadership. Under Frank’s direction, Imation has made significant progress in its transformation from a data storage manufacturer to a brand and product management company, with a portfolio of strong global brands and expanded product offerings in storage, consumer electronics, and accessories. Frank’s passion for both the business and the employees of Imation, and his unwavering commitment to the highest business ethics, are hallmarks of his successful tenure.”

Russomanno joined Imation at spin-off from 3M Company in 1996. He began his career with 3M in 1973 as a sales coordinator in New York City, and quickly advanced through a variety of sales and marketing management positions, including European business unit director for 3M’s Audio-Video products. At Imation, Russomanno held multiple executive positions, including vice president of Imation’s Data Storage businesses. From 2003 to 2007, Russomanno was chief operating officer for Imation and also served several months as the acting chief executive officer, prior to being named chief executive officer in April 2007.

The company also announced that Mark Lucas, president and chief operating officer of Imation since joining the company in March 2009, will succeed Russomanno as president and chief executive officer on May 5, 2010.

The board and I are very confident in Mark Lucas as the next chief executive officer of Imation,” said Linda Hart. “Having previously been a member of the board, Mark knew the company well when he joined Imation in 2009. As the company’s chief operating officer, Mark initiated efforts to improve critical processes such as product life-cycle management, which helps shorten time to market and helps maximize profitability for new products. His focus on global operational excellence has included the sourcing, demand and supply planning, and order management functions. He brings significant experience in consumer packaged brands, electronics, and data storage businesses in both business and retail channels.

Frank Russomanno commented: “I am very proud of what our Imation people worldwide have accomplished, not only since our 1996 spin-off, but also in the short time since we began our transformation to a brand and product management company in 2007. In just over two years, we have established a strong foundation for the future and begun executing Imation’s new strategy to optimize our legacy storage businesses; grow our portfolio of brands and products; and extend into new consumer electronics and accessories. Our balance sheet is strong, with no debt and $163 million in cash. I am confident that under Mark’s leadership, the company will continue to make positive strides forward on this strategic journey.

During the past year, I have had the opportunity to work closely with our global customers, employee teams, and suppliers. We are building a strong operational discipline across our entire enterprise that will position us well for a successful future. I am excited to continue this transformation journey with Imation,” said Mark Lucas.

imation_mark_lucas_president_and_ceo 
Prior to joining Imation, Lucas served as chairman and chief executive officer of Geneva Watch Group, a privately held company that is a leading designer, manufacturer and distributor of watches, pens, and clocks under both its own brand and licensed brands, from November 2005 to August 2008. Prior to that role, Lucas served as president and chief executive officer of Altec Lansing Technologies, a manufacturer of consumer audio equipment, from June 2001 to August 2005. Lucas also held executive management positions at Iomega Corporation, the Gillette Company, and Duracell International Inc. Lucas was a member of Imation’s board of directors from April 2007 to February 2009. He started his career at Nestle Corp. Lucas holds a bachelor of science degree in industrial engineering management and a master of business administration in management, both from Rensselaer Polytechnic Institute.

   
FY Revenues and Net Income (Loss) Since 1996
                                 of Imation

(in US$ millions) Sales Y/Y Growth  Net Income (Loss)
 2009 1,650 -23% (42.2)
 2008  2,155 5%  (33.3)
 2007  2,062  30% (50.4)
 2006  1,585  26%  76.4
 2005  1,258  11%  87.9
 2004  1,129  5%  42.9
 2003  1,164  9%  82.0
 2002  1,067  -5%  75.1
 2001  1,177  -5%  (1.7)
 2000  1,235  -13%  (4.4)
 1999  1,413  6%  43.9
 1998  2,046  -7%  57.1
 1997  2,202  -3%  (180.1)
 1996  2,278  1%  (20.5)

Comments

The new CEO will have the hard job to find a way to evolve in the new brand business model of the company, formerly mainly in data storage media after the spinoff from 3M, as the market of floppies is dead, and downed for tape and optical.

For the year 2009, Imation's revenues were decreasing in all regions with AsiaPac resisting a little better, and for all categories of products, here flash media by only 9% but an activity where competition is intense and margin low.

The idea of Russomanno was to invest in a brand strategy with two main acquisitions: data storage distributor Memorex International in 2006 for $329 million, and the recording branded products of TDK for $300 million in 2007 - and also assets of Memcorp the same year for at least $65 million. Imation had $163 million in cash at the end of December, a small amount to pursue valuable acquisitions. And the US firm lost a legal dispute with Philips last year, being obliged to pay no less than $53 million over a three-year period for patent infringement related to recordable optical media and in relation with a - now dissolved - joint-venture with Moser-Baer.

What can do new CEO Mark Lucas to change the downing trend of the company with revenues culminating at $2.3 billion in 1996 compared to $1.7 billion last year (see above), and not profitable since 2006? We have no idea. The strength of Imation was its excellent R&D in fundamental tape technology, introducing the world’s first tape for computers more than 50 years ago, having more than 340 data storage patents, and investing more than $1.7 billion in R&D and capital spending since 1996. But now, even the arrival of LTO-5 will not change the trend to the current disk-to-disk backup evolution.

Selling or reselling or integrating such devices as RDX, external HDDs or SSDs, flash keys, compatible toner cartridges, wireless projection links and other CE products will not be enough to vigorously expand. Who are the Mac users knowing that Imation has a XtremeMac brand name to sell accessories for iPhone and iPod? In the past, the company had some lucrative quasi-monopolistic products like QIC, SLR, Travan or half-inch-tape for mainframes. Now it has fierce competition for each of its CE products.

Russomanno is a storage veteran as Lucas was more implicated in CE, working previously with companies like Geneva Watch Group, Gillette, Duracell or Nestle.

The years where the name of 3M and then Imation was sufficient to get good margins is finished as the consumers are more and more looking at a price rather than at a brand name as the real origin of the products is not clear or can be known.

Note that the situation is not more comfortable for the historic rivals of 3M/Imation like Fujifilm, Maxell, TDK, Verbatim, and even Sony.

We now wait to see if Lucas will find new ideas to transform our pessimistic analysis into a successful story. Nice retirement Frank - one of our most loyal readers - and good luck Mark!


 2009 Revenues of Imation
 in Percentage By Products

 Products  % Revenues
Y/Y Sales Growth
 Optical 44.7% -13.3%
 Magnetic  28.7% -24.4%
 Flash
 5.5% -9.3%
 Others  21.1%  -10.0%
 Total  100.0%  -16.7%

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