Key Tronic Stakes Future on Ergonomic Keyboards, Big Business for Competitors

Strategic Insights -

Microsoft's ergonomically designed keyboards, designed to accommodate the human physique and encourage natural typing positions, are expected to replace the industry-standard 101-key design. Key Tronic, a computer keyboard maker, has seen a financial slump climb out of late 1991 with the help of these unconventional keyboards. Competitors such as NMB, Chicony, Alps, and other East Asian firms are also benefiting from the trend.

Key Takeaways:

  • Key Tronic's Microsoft Natural keyboard has 104 keys, two of which are designed to make Windows 95 easier to use, and a programmable applications key.
  • The keyboard's left- and right-hand groups of letter keys are split and angled to encourage a more natural typing position.
  • A built-in palm support offers a resting place for the hands when not typing.
  • Microsoft affixes warning labels on the Natural advising users that the keyboards don't cure Repetitive Stress Injuries (RSI).
  • Repetitive-motion injuries have proliferated with the rise of a service economy in which the number of U.S. workers using computers has risen from 25 percent in 1983 to 47 percent in 1993 (Bureau of Labor Statistics).
  • Key Tronic estimates that 15 percent of their business comes from sales of keyboards with ergonomic features, according to financial analyst Bob Toomey.
  • Competitors of Key Tronic, including NMB, Chicony, Alps, and other East Asian firms, are also benefiting from the trend.

Statistics:

  • 25 percent of U.S. workers used computers in 1983 (Bureau of Labor Statistics).
  • 47 percent of U.S. workers used computers in 1993 (Bureau of Labor Statistics).
  • Repetitive-motion injuries have increased significantly with the rise of a service economy.
  • Key Tronic estimates that 15 percent of their business comes from sales of keyboards with ergonomic features.

Sources:

  • Bureau of Labor Statistics (statistics on U.S. workers using computers)
  • Key Tronic Corp. (information on Microsoft Natural keyboard)
  • Craig Gates, vice president of Key Tronic Corp. (interview)
  • Bob Toomey, financial analyst (estimates on Key Tronic's business from ergonomic keyboards)