Annual Report 2008
In recent years, Doro has focused on a more clearly defined product range primarily within Care Electronics.
This focus has enjoyed a favorable development and
sales are increasing in several geographic markets.
Contents
This is Doro 2
Year in brief 3
Products in focus 4
Financial overview 5
Doro’s offering 6
Message from the CEO 10
Business concept 12
Quality, environment and people 14
The Doro share 16
Quarterly summary 18
Directors’ report 19
Care Electronics 20
Home Electronics 20
Business Electronics 20
Home Electronics focuses on families seeking to simplify their everyday lives.
Doro’s range of telephones, baby moni- tors and walkie-talkies is distinguished by its attractive and functional design.
Care Electronics with products aimed at customers requiring simple and secure devices that help them over- come functional disabilities. Doro’s product range includes home and mobile phones, remote controls and ringer amplifiers.
Business Electronics offers products adapted to professional environments that utilize a standardized interface.
More enterprises are installing IP PBX, which is a cost-efficient system for telephony over internet (IP). The product range includes ergonomic telecom products such as telephones, headsets and walkie-talkies.
An increased focus on selected customer segments will generate profitable growth for Doro.
Doro develops and sells electronics products, primarily within the telecom sector. Its most important customer segments are:
Five-year summary 24
Financial statements 25
Accounting principles 30
Notes 34
Definitions 44
Auditor’s report 45
Corporate governance 46
Internal control 48
Board of Directors and Auditors 49
Management team 50
Doro’s international presence 51 Information to the shareholders 52
The audited Annual Report is presented on pages 19–44.
Doro AB is a public limited liability company. It’s headquarters are located in Lund, Sweden. Denna årsredovisning finns också i svensk version.
All values are in Swedish krona (SEK). Unless otherwise sta- ted, figures in parentheses relate to the 2007 fiscal year.
This document is a translation from Swedish. In the event of
any difference between this version and the Swedish original Annual Report, the Swedish original shall govern.
This Annual Report was published on the company’s web site (www.doro.com) on March 12, 2009.
Printed versions can be ordered from Doro AB.
Doro AB in corporation with RHR Corporate Communication.
Sales by business unit 2008, %
Business Electronics, 9
Care
Electronics, 39
Home
Electronics, 52 Sales by geographical area 2008, %
Year in brief
Group net sales increased to SEK 363 m (346),
•
a growth by 5 percent.
Operating loss (EBIT) amounting to SEK 8 m (profit: 9).
•
The full-year result includes extraordinary costs of SEK 13 m in fourth quarter, following the rapid appreciation of the US-dollar and provisions related to the slump in the UK market and the general recession in the Business Electronics segment.
Care Electronics showed continued strong growth of 180
•
percent, from 51 to SEK 143 m. Sales of easy-to-use mobile phones in several markets have been a main driver for this success.
The difficult market conditions for DECT and corded
•
home telephony in many European countries, continued and sales in Home Electronics decreased by 26 percent, from 255 to SEK 189 m.
Sales in Business Electronics declined by 25 percent,
•
from 40 to SEK 30 m, partly due to low sales of new products in IP telephony. Business Electronics will as from 2009 be reported under Home Electronics.
Operating cash flow amounting to SEK –21 m (–30),
•
mainly due to increased working capital and the negative result.
Net debt at year-end amounted to SEK 31 m (0).
•
Pre-agreed total credit facilities amounted to SEK 59 m.
During the 2008 year of operations, Doro continued its process of developing products for selected customer segments, primarily within Care Electronics.
• During the year, Doro received awards for its functional designs. In France, Doro received the prestigious Janus Award for its MemoryPlus 319ph phone for seniors. In the US, five products from Doro’s Care Electronics range received the IDEA® award, one of the world’s most recognized design distinctions.
• Doro signed a distribution agreement with IVS, Industrie- vertretung Schweiger, one of Germany’s leading retailers specializing in telecom equipment with functional design.
• Doro became the first telephone manufacturer in Europe to have a DECT telephone certified with the Energy Star label, an international labeling of energy efficient office equipment.
• Doro signed a distribution agreement with Brightpoint for the US market. The agreement includes mobiles from Doro Care Electronics.
• Annette Borén was appointed as the new CFO of Doro in October 2008.
Nordic region, 39
Rest of Europe, 58
Rest of world, 3
Products in focus
A handsome phone that’s easy to use
Doro’s user-friendly MemoryPlus 319ph telephone is an excellent choice for those with limited movement in their hands, weak eyesight or impaired memory. Telephones of this type make everyday life easier for many seniors. The phone has received awards from international design organizations.
Easy mobile phone with SMS
HandleEasy 330gsm is an easy-to-use mobile phone for everyday calling and text messaging. Big buttons make it easy to dial and write SMS messages, while the colour screen features large characters.
Saving energy in the home
Doro’s super-slim cordless phone th80 is Europe’s first DECT telephone to be certified with the Energy Star label, an international labeling of energy efficient office equip- ment. The certification helps European consumers find energy-saving products.
Efficiency in the workplace
Doro’s new slimline IP telephone, ip880dect, is ideal for both
small companies and larger organizations. This phone combines
the latest IP technology with wireless DECT technology and is
the natural choice for workplaces that need a flexible, mobile
and efficient telephone solution.
Financial overview
In line with Doro’s strategy, 2008 was a year of steady growth in the Care Electronics business unit, off-setting lower sales in Home Electronics and Business Electronics.
0 20 40 60 80 100
2006 Business Electronics
Care Electronics Home Electronics
%
2007 2008
2008 2007 2006
Net sales, SEK m 362.5 346.3 433.2
Operating profit/loss (EBITDA), SEK m –3.6 9.9 –57.3
Operating profit/loss (EBIT), SEK m –8.2 9.2 –76.9
Profit/loss after financial items, SEK m –10.1 8.1 –81.7
Profit/loss for the year, SEK m –11.5 7.5 –94.7
Operating margin (EBIT), % –2.3 2.7 –17.8
Average return on capital employed, % neg 27.1 neg
Average return on shareholders’ equity, % neg 21.1 neg
Equity/asset ratio 17.6 24.5 17.4
Cash flow from current activities, SEK m –21.4 –30.2 –5.4
Liquid assets (incl. unused credit), SEK m 28.3 60.2 68.0
Number of employees (average) 59 61 87
Earnings per share after tax, SEK –0.66 0.43 –8.76
Shareholders’ equity per share, SEK 1.73 2.27 1.81
Sales split per business unit
Care Electronics’ share of total sales has increased from 7 percent in 2006
to 39 percent in 2008. 7 %
16 %
39 %
We want to make products with functional and modern design that make everyday life easier and business more efficient.
Doro’s offering
Many of us find ourselves surrounded by products that are unnecessarily complicated, with functions that are never used. Often, we do not even know they are there or how to make them work.
At Doro, we want to change this. We want to make products that are user-friendly and adapted to make people’s everyday lives easier, and that help them use their time more efficiently at work. Our range of communication products includes telephones, network devices and acces- sories. Regardless of whether customers are businesses, modern families or seniors, they can learn to use Doro products quickly and securely.
We live in our customers’ world
Doro plays a central role as an organization, developing products and adding value between production suppliers and retailers primarily in the Nordic region, France and the United Kingdom. We generate added value through our expertise in the following areas:
• Market segmentation – gaining an understanding of end-users and retailers by focusing on defined target groups.
• Proprietary product concepts representing a complete product range for retailers and distributors.
• Distribution channels to which suppliers lack access.
Total quality
With a broad range of telephone products and rapid technological development comes increased demand for full service. Doro offers both customers and end-users a complete value chain, from a product designed according to the end-user’s requirements regarding feel and sim- plicity, via a competent sales organization to support and guarantees.
Market
Global sales of mobile phones (telephones using GSM, CDMA or 3G technology) is slowing down and in some areas declining. In recent years, the market has been characterized by increasing price pressure, resulting in lower average prices. Forecasts by leading manufacturers Sony Ericsson and Nokia indicate a continued weaken- ing in global sales of mobile telephones. Beyond the two mentioned above, there are several global manufacturers of mobile handsets, including Motorola and Samsung.
Doro is a niche player, offering mobile phones for users seeking somewhat simpler models. In this segment, Doro holds a market share of some 70 percent in the Nordic
region and of about 30 percent in other parts of Europe.
Other players in this segment are Emporia and ITT.
Cordless phones are gaining market share in most countries, regardless of whether they use DECT or IP technology. In Western Europe, sales trends vary, according to market research company MZA. In the UK and Germany sales rose by 10 percent and 2 percent respectively at the beginning of the year compared with early 2007. Over the same period, sales declined by 7 percent in Spain and by 9 percent in France. Doro is a niche player, holding about 20 percent of the Nordic market and 4 percent in the rest of Europe. The market leaders include Alcatel-Lucent, Panasonic, Philips and Gigaset.
Doro has recently established cooperation with US distributors for special products targeting the US market and has not yet achieved more than marginal sales there.
Functional design in everyday life
Knowledge of end-users is the most important compo- nent for Doro when designing new products. The basis of our understanding of end-user is generated by working together with various partners, each making a different contribution. Two significant partners are the world-leading companies Ergonomidesign and Synovate. Together with these two partners, Doro has gathered considerable exper- tise about end-users, their world and where we can expect to be able to sell products.
The Doro HearPlus 318w is an example of how Doro has developed products in close cooperation with experts in the design of devices and everyday products for people with functional impairment. Together with Professor Maria Benktzon at the University College of Arts, Crafts and Design in Stockholm and her team of designers at the internationally recognized design agency Ergonomidesign, a cordless phone was developed for older people that makes it easy for them to keep in touch with family and
In addition to its ergonomic benefits,
the Doro HearPlus 318w is specially
designed for people with impaired hear-
ing and those who use hearing aids.
Doro’s offering
Specialized retail stores, such as Hörsam in Malmö (Sweden), are pleased to assist custo- mers in their choice of easy-to-use phones.
friends. Beyond its innovative ergonomic benefits, the Doro HearPlus 318w is specifically designed for people with impaired hearing or who use a hearing aid.
The process took the user’s practical situation as its point of departure. Through interviews, simulated calls and observations based on still and video images, a study was conducted of how different products are used. The resulting phone has a high amplifier level, while retaining very high sound quality and improved compatibility with hearing aids.
This makes the Doro HearPlus 318w the perfect cord- less phone for those with impaired hearing. The enlarged and somewhat curved handset is not only easier to grip but also provides extra arm support during calls. It easily falls into the right position in the stable base unit and features large buttons and a large, easy-to-read display.
Seniors often intimidated by new technology
How products are used in current everyday life is impor- tant, although an understanding of users’ attitudes towards communication in the future will be decisive for Doro’s
product development. Through the research company Synovate, Doro has interviewed more than a thousand people over 65 years of age in France, the United Kingdom and Sweden. The results show that although the majority of Swedes above 65 have mobile phones, nearly half of people in that age category feel intimidated by, or uncertain about, modern technologies. Consequently, when it comes to mobile phones, today’s pensioners demand simplicity and user-friendliness over modern functions and services.
Within the EU, some 70 million people suffer from some
form of age-related functional disability. This figure will
increase to 84 million by 2020. Within ten years, people
above 65 are expected to make up 25 percent of Sweden’s
population. For these people, large, clear screens, large
and clear buttons and simple functions will grow increas-
ingly important as criteria when choosing a new mobile
phone. The study also revealed a number of interesting
differences between Sweden, France and the United King-
dom. For example, only half of French pensioners have
access to a mobile phone, while the corresponding figure
in the United Kingdom is 75 percent.
Doro’s offering
Care Electronics offers products for senior citizens.
According to forecasts by the UN and Eurostat, the share of people above the age of 80 is expected to double by 2050. Among the population in Doro’s markets, life expectancy and income levels are predicted to rise over the next few decades.
These factors represent Doro’s starting point for its focus on the senior market with smart, well- designed products that are easy to use for people with impaired vision or hearing and other limita- tions. These products are characterized by large figures, adjustable loudspeakers, strong contrast, easy-grip handsets, pre-programmed dialing buttons – all functions that are easy to use.
Two prime target groups
Two groups of products within Care Electronics are marketed:
Plus – products specially adapted to meet the specific needs of senior citizens with more severe physical disabilities.
Easy – simplified products adapted for individu- als with some form of functional impairment, who therefore seek simple, easy-to-use telephones and other communications equipment.
This grouping also forms the basis of Doro’s dis- tribution strategy, whereby the Easy product range is sold through large consumer electronics chains, while the Plus product range is sold through spe- cialized distributors focusing on individuals with special needs.
The Doro Audio + stamp indicates a higher degree of product adaptation and creates greater added value in distribution. Doro’s Audio Plus products meet rigorous requirements on interaction with other functional aids. Consequently, they work together with hearing aids, while also providing the greatest degree of sound adjustment for those not using hearing aids.
Most important sales channels
The most important sales channels for Care Elec- tronics are shops that sell consumer electronics, GSM specialists as well as specialists and advisors in care products.
Competitors include niche-players such as Geemarc and Emporia.
HandleEasy 330gsm
Easy GSM mobile phone with SMS Easy-to-read color display
•
Large buttons
•
Full SMS capability
•
MemoryPlus 335 Wireless object locator
Four sensors included
•
Repeating alarm signal
•
Reminds you to return transmitter to cradle
•
HandleEasy 328gsm
Easy mobile phone with phonebook Easy to use phonebook
•
Four direct memories
•
Easy-to-read display
•
Care Electronics
Home Electronics
Business Electronics
Business Electronics offers a broad range of products for professional users. All products are independent, meaning they can be used directly with offices’ exist- ing technical solutions.
Doro’s professional products are divided into three groups:
-Fixed network telephony, -IP-telephony (VoIP) -Professional headsets
For professional users, the ergonomic characteristics of products are very important and play a key role in purchase decisions. Doro has extensive experience in the development of telephone equipment to be used for many hours every day and on which users impose extensive demands regarding, for example, the possi- bilities to adjust sound levels. This helps reduce risks of work-related injuries that can otherwise be caused by monotonous exposure and long-term use.
The headset market is dominated by Plantronics of the US and Jabra/GN Netcom of Denmark. Doro ProSound entered its marketing phase in 2008 and consequently holds only a limited share of the market.
Products from Business Electronics are sold primarily through business wholesellers, telecom specialists, operators and office supply channels.
aub200h+sa
Easy-to-clean telephone Easy-to-clean surfaces
•
Headset outlet
• bm50 Baby monitor
Many combinations of channels
•
Interference-free
•
DECT-technology
Easy adjustment of sensitivity
•
Built-in lullabies
• Most of Home Electronic’s product range consists
of home telephones (corded or cordless) that are IP compatible, meaning they can be used for telephony services provided by Internet operators. The range also includes walkie-talkies (personal mobile radio) and baby monitors.
During 2008, sales of cordless telephones con- tinued to rise, while corded phones have decreased significantly. IP telephony remains small.
Doro is monitoring the development of CAT-iq tech- nology, which is expected to replace the current DECT standard for communications between handsets and base stations. The new digital technology allows more advanced handheld units to be connected to faster broadband services, making it possible to use triple play solutions combining television, broadband and telephony. CAT-iq is expected to reach the consumer market during 2010.
Doro’s Home Electronics range is marketed through several sales channels. These include major retail chains such as Carrefour, specialist chains such as Expert and Dixons, and shops focusing on new parents.
Doro’s offering
ProSound hs1180
Professional monaural headset Superior sound quality
•
Optimised for all-day use
•
ActiveGard
•
®NeoBio™ 20
Digital cordless phone Backlit display and keypad
•
Caller ID log
•
Speakerphone
•
ip840c
Advanced VoIP telephone Hig resolution display
•
Built-in VPN client
•
Power over Ethernet (PoE)
•
Message from the CEO
During 2008 we took another step to grow Care Electronics.
Turmoil in global financial markets and the economic slump present us with both challenges and opportunities.
Turnaround continues despite stormy weather in 2008
In many respects, 2008 was a strong year for Doro. We strengthened the growth trend, primarily in Care Electron- ics, which begun in 2007. This despite the increasing impact of the global economic downturn towards the end of the year. I believe this confirmed the validity of our new focus, leveraging our products for senior citizens.
In 2008, total sales rose by 4.7 percent compared with 2007 to SEK 362.5 m and order intake in the last quarter was 28 percent above previous year. Our margins were impacted by increased costs for raw materials early in the year, negative exchange rates and low demands from the consumer segments in the last quarter 2008. Operating results (EBIT) amounted to SEK –8.2 m for the year.
Increasing success for Care Electronics
In 2008, the Care Electronics business unit, in particular, continued to reap new successes with easy-to-use mobile phones and other products designed to simplify life for senior citizens. We have little direct competition covering the full scope of our offer and this business area has grown to account for some 39 percent of Doro’s annual sales.
Most manufacturers of GSM handsets focus on packag- ing products in collaboration with network operators, and thereby on target groups offering high average revenue per unit (ARPU), generally younger users. We, instead, focus on the specific needs of seniors – a niche representing approximately 2 percent of the total GSM market. Our GSM phones feature clarity and usability with big buttons, large figures on the buttons and the display, as well as a grip-friendly design.
Careful research allows us to offer just those functions that seniors want and are able to use. In our geographi- cal markets, Doro is the category captain in this niche.
We have established strong marketing relationships with specialist distributors and major retail chains in Europe and recently also in the US. New products launched in this segment in 2008 included two new mobile phones:
HandleEasy 328gsm and 330gsm. Among our fixed-line phones for seniors, we launched the amplified cordless phone HearPlus 318w with enhanced ergonomic features.
In 2009, we are aiming to enlarge our GSM range and launch new categories of electronic products.
Home and Business Electronics
Although Care Electronics is catching up fast, Home Electronics was in 2008 still Doro’s largest business unit, generating 52 percent of Doro’s annual sales. Home Electronics’ sales declined by 26 percent compared with
2007, although the introduction of the NeoBio and Arc product lines – with the technology Digital Enhanced Cord- less Telecommuni-cations (DECT) – alleviated this decline somewhat towards the end of the year. In 2009, we plan to renew our offering.
We are able to leverage the strong relationships we
enjoy in the retail consumer electronics channel – relation-
ships reinforced by our niche Care offering – to develop
sales of other products, primarily those aimed at modern
relations in various sales channels and our niche offering to continue expanding.
Outlook
As we enter 2009, turmoil in global financial markets and the widespread economic slump present us with both chal- lenges and opportunities. The volatility of the USD in late 2008 has had an impact on our margins and cash flow.
The Board of Doro has implemented a new treasury policy setting the rules for a systematic hedge policy in line with Doro’s price commitment. This is expected to stabilize the effect of currency changes on margins in 2009.
Actions have been taken to grow our Care Electronics market shares in our key markets, the Nordics and Conti- nental Europe, as well as continue to establish the Doro brand in the US market. Our additional reactions to offset negative exchange rates were to increase prices and allow Care Electronics to surpass 50 percent.
In addition, we will adapt the operational expenses in order to secure a competitive cost structure in Doro.
To further leverage our investments and to capitalize on our experienced organization we have merged the business unit Home Electronics and Business Electronics. Home &
Business Electronics business units will be reported as one as of January 1, 2009.
With support of new Care Electronics products launched in the second quarter 2009, the current growth trend can continue despite expected sales decrease in Home & Business Electronics.
Doro currently has good order intake and has managed to raise prices to offset currency fluctuations. However, a forecast for 2009 is difficult to give at this point due to the prevailing uncertainty of the general business climate.
I’m proud that Doro is able to make life easier for people and businesses. This forms the core of our brand values. These values and our niche products are allowing us to develop fruitful collaborations in key distribution channels. I remain convinced that the road to profitable growth lies in nurturing the brand and the human values it represents.
Finally, I would like to thank my colleagues at Doro whose efforts over the past year have resulted in consider- able improvement despite turbulent external conditions.
Lund, March 2009
Jérôme Arnaud
Message from the CEO
families, such as cordless home phones and baby monitors.
In our third business area, Business Electronics, we develop products that provide value for money, are well designed and simplify life for users with functions tailored to their specific needs. Sales are focused through highly developed relations in specialist channels, such as com- panies that sell and install complete office telephone sys- tems. Although the launch of new VoIP products this year progressed more slowly than we envisaged, the increasing need for businesses to cut costs may present new opportu- nities in this area. Other new products launched during the year included a new DECT IP phone, ip880dect.
International expansion
In all of our markets, Doro works constantly to develop and reinforce relations with distributors, both specialists in, for example, care products and business systems, as well as GSM operators and consumer electronics retailers. In the UK, the refocused offering and the public relation around the brand resulted in a 16 percent increase in sales in 2008. We continue to advance our positions in Germany as well, with that market contributing significantly to growth in mainland Europe over the year.
We began our entry into the US market in 2008, with GSM phones for seniors as our product ambassadors. We are in the process of building up relations with a number of distribution channels and have, to date, signed distribu- tion agreement with Brightpoint. Although our efforts in this market are at an early stage, the response has been promising.
Strong relations vital
Being considered by consumers to be useful products for keeping in touch with their families or as items replaced as necessary, rather than as luxuries, Doro’s products are less susceptible to declining consumption than many areas of consumer electronics in times of relative economic hardship. Furthermore, with our relatively small size and slim structure, we have the flexibility to leverage our strong
“In 2008, the Care Elec-
tronics business unit, in
particular, continued to
reap new successes...”
Business concept
Vision
Our vision is to improve people’s everyday lives.
Doro wants communication to be easy. We shall live near our customers in order to always be able to un- derstand their needs and to thereby be able to create user-friendly, quality products that make communication between people simple and secure – regardless of their physical capabilities.
Business concept
Doro develops and markets telecom and consumer elec- tronics products that create benefits, entertainment and inspiration for a simpler and more enjoyable everyday life.
Strategy
Doro has begun to restructure its product range to be able to provide select customer segments with products spe- cially designed for them. Doro’s three business units Care, Home and Business Electronics are responsible for devel-
With focus on three customer segments we continue to offer
products that provide value for money, primarily GSM, fixed-line and VoIP telephones, to modern families, businesses and senior citizens.
opment and sales. Common to all Doro products is that they bear the imprint of the group’s combined know-how in functional design, technology and quality assurance.
Different offerings are aimed at each customer seg- ment via different sales channels.
Care Electronics’ products are sold partly through consumer electronics retailers and partly through special- ist channels, such as advisory services to the elderly and disabled.
Home Electronics’ products are sold primarily through electronics retailers, business wholesellers, operators and telecome specialists.
Business Electronics’ products are sold through dis- tributors and specialist business suppliers.
The future lies in market-leading products in profitable niches
In recent years, focused efforts have made Care Electron- ics Doro’s growth area, generating greater improvement and added value than the business units that previously dominated Doro’s business. Since the breakthrough year of 2007, this business unit has established strong customer and volume growth, forming a foundation for profitable development. This business unit represented 39 percent of Doro’s total sales. During 2008 it grew by 180 percent and Doro is continuing to develop adapted telephones and other equipment to meet this customer segment’s demand for clear and straightforward functions.
The Care Electronics business unit is also expanding into new markets, developing cooperation with special- ized distributors to the senior market. Such distributors enhance added value and operate in parallel to Doro’s tra- ditionally strong position with major consumer electronics chains, generating positive synergies for the distribution of Doro’s products.
Improved sales
Knowledge of the end-user
Improved product development
Better
products
Business concept
End-user insights
Cornerstones
Business units
Channel targeting Our philosophy
– the foundation of our approach Understanding is key
We believe that awareness and understanding of our end- users are fundamental requirements for our success. User insights help us to create products that are relevant and meet needs.
We collaborate with experts with cutting-edge insights in IT, media and telecom end-users perceptions and require- ments.
Doro’s product segmentation model is developed on an extensive research program.
Clear focus on customer segments
Having focus and accumulating competence, know-how and specialized skills in each customer segment we meet their requirements.
Care Electronics
Key words: Assistance and ease of use.
Target groups: Seniors and their relatives.
Home Electronics
Key words: Smart function and form.
Target group: Modern families.
Business Electronics
Key words: Ergonomic electronics for professional use.
Target group: Users in regular office environment, as well as more demanding surroundings.
Creating unique design with four Cornerstones
The Doro Cornerstones were introduced in 2006 as a framework for our product development, defining the key elements in the design of a Doro branded product.
• Design with harmony and character. Doro’s modern design shall invite use and recognition with distinct characteristics.
• Consumerized products. Doro’s products shall be characterized by smart functions based on the needs and wants of users.
• Total quality experience. Doro’s products shall be developed and marketed with a high level of quality, encompassing materials, design, user performance and durability.
• Inspirational at best value. Despite the fact that Doro is in a volume business, inspiration is vital to drive value.
Channel targeting – the best path to generate sales
We believe that our products should be sold in channels where our target groups expect to find them or where they seek expert guidance to the best buy.
Care Electronics
Sales channels: Specialized care retailers and care departments at operators.
Home Electronics
Sales channels: hypermarkets, consumer electronic retailers, specialists and operators.
Business Electronics
Sales channels: specialists, operators, business whole-
sellers and installers.
Quality, environment & people
Quality assurance
Doro places great importance on its quality assurance efforts. Regular checks and well functioning quality assurance efforts with clear internal and external processes are a prerequisite for in the daily operations, as well as being qualifications when entering new product areas. Well functioning quality assurance efforts with clear internal and external processes are a prerequisite for being able to enter new product areas.
Staying one step ahead of our competitors requires access to the right technologies, production resources and logistics. In recent years, Doro has concentrated its pro- duction sourcing to a limited number of suppliers in China.
Decisive in the selection of manufacturers is that they are able to maintain a consistent and high level of quality.
Careful inspections and quality checks
Before a contract is signed with a new manufacturer, regardless of the product area, Doro conducts a corporate assessment consisting of a careful inspection of both the company and its production facilities. All production series are subsequently tested, according to certain statistical methods, on site at the factory by our own personnel prior to transportation to either of Doro’s central warehouses in Malmö and Paris. A further quality check is made when the goods arrive at the warehouse.
In addition to these checks, a more extensive review of the quality status of all suppliers is conducted quarterly.
Doro ranks and assesses each manufacturer.
All suppliers are assessed in the following areas:
• Forecast level of goods returned by customers
• Fail rate at supplier inspection/Delivery inspection
• Delivery precision
• Lead times
This provides both Doro and the supplier with a shared perception regarding the level of quality assurance ef- forts. Doro also often assists in troubleshooting the actual production process. This provides very good insight into opportunities for the development of new products, but also opportunities to further improve the production of existing ones.
Doro requires that suppliers sign a special declaration regarding good corporate social responsibility. This dec- laration includes a large number of requirements regard- ing child labour, forced labor, the working environment, remuneration levels, working hours and the right to union membership. As of 2008, Doro is conducting third party audits to ascertain compliance of its policies. In the event
Quality, respect for the environment and people are corner stones in Doro’s success. We will continue to invest in these areas to secure the future of our Group.
of a breach of contract, Doro has the right to immediately discontinue all association with the supplier.
Environment
Doro markets and sells products whose use and recycling are covered by environmental directives and legislation.
Customers’ environmental commitment is growing steadily, continuously changing the requirements we make on our suppliers. Doro’s quality and environmental manager is responsible for ensuring that Doro follows applicable leg- islation and regulations. In addition, there is an individual responsible for environmental issues in each country where Doro operates to ensure that local environmental legisla- tion is followed. The more extensive regulations affecting Doro’s operations include the EU Waste of Electrical and Electronic Equipment (WEEE) directive that came into force in August 2005 and the Restriction on the Use of Certain Hazardous Substances (RoHS) directive that came into force on July 1, 2006.
Registration of chemicals, “REACH” (Registration, Evaluation, Authorization and restrictions of CHemicals) concerns importers or manufacturers of chemical sub- stances or chemical preparations. Doro as importer of articles that has reached their final technical specification and cosmetically design at a factory outside EU and that do not transmit any chemical substances during normal use do not have to register or report any amount of chemi- cals.
During August 2008 was also a new battery directive implemented. This directive follow very much the WEEE directive since it is the importer of batteries that have to take the cost of process the battery waste. As importer Doro also have to make sure that all battery cells imported are marked in accordance with the directive. This is fully implemented in our productions well in advance of the implementation of the directive.
Another new directive that will have a certain effect on Doro’s operations is the Energy Using Products (EUP) directive. For Doro, this will entail ensuring ecological design, low-energy production processes and low energy consumption in battery chargers and external power supply units.
In its own operations, Doro seeks to minimize its exter-
nal impact on the environment through the efficient use
of resources at all levels. Product and packaging logistics
are optimized through a continuous focus on planning and
review of volume requirements regarding packaging and
instructions. As far as can be justified by business consid-
erations, Doro uses environmentally certified suppliers and
transport companies.
Quality, environment & people
People
In 2008, the average number of employees at Doro amounted to 59 (61). Of the Group’s employees, 32 per- cent (33) are women.
Doro aims to keep paths for decision making short and has the objective that each individual should feel involved in, and responsible for, the development of the company.
In Doro’s simple and flat organization, responsibilities and authority are delegated, requiring that employees work with a large measure of freedom. One advantage of Doro’s organization is that salespeople, product developers and marketers live close to customers and suppliers – an aspect that is increasing in importance as joint develop- ment projects increase in number and are completed more quickly.
Retaining and developing key competencies is paramount if Doro is to be able to live up to its business concept of developing high-quality products with a modern design. Consequently, Doro has the stated objective of pro- viding employees with the space and resources necessary to develop, both in their current capacities and through opportunities for advancement. With operations in more than 30 countries, Doro has a large number of contact in- terfaces with suppliers, retailers and customers. Today, the exchange of experience and expertise within and among these companies is fairly well developed and the company plans to formalize training efforts, primarily regarding sales methods and product development.
Men, 68 Women, 32
Gender distribution 2008, %
Sales per employee (SEK m/person)
0 2 4 6 8
2006 SEK m
2007 2008
At a ceremony during the
International CES, Doro
CEO Jérôme Arnaud (left)
accepts the WonderVision
Award from the artist
Stevie Wonder and Mike
May, a leading advocate
for inclusiveness
in technology designs.
The Doro share
Doro has been listed on the OMX Nordic Exchange Stockholm since 1993 and is currently included in the Exchange’s Small Cap List.
At December 31, 2008, the company’s market capitalization amounted to SEK 87 m (101).
Price trend
Between January 1, 2008 and December 31, 2008, the price for a Doro share has declined from SEK 5.80 to SEK 5.00, a decline of 14 percent. Over the same period, the All Share Index of the OMX Nordic Exchange Stockholm declined by 42 percent. During the year, the highest price paid for Doro shares was SEK 7.05 and the lowest price paid was SEK 3.50.
Share capital
At December 31, 2008, the share capital in Doro AB amounted to SEK 17,407,631 divided among 17,407,631 shares, corresponding to a nominal value per share of SEK 1.00. Each share entitles the holder to one voting right and all shares convey equal rights to participa- tion in the assets and earnings of the company. Doro has no debentures or current options program.
Shareholders
At the close of 2008, Doro had 3,170 shareholders, com- pared with 3,305 shareholders at the end of the preceding year. The proportion of foreign shareholders at year-end amounted to 12 percent (12) and institutional ownership was approximately 2 percent (1). At the end of the year, senior executives had a combined holding of 488,245 shares in Doro. At the same time, the members of the Board of Doro held 1,256,000 shares. At the close of the year, Doro AB held no treasury shares.
Dividend policy
The 2006 Annual General Meeting adopted a new policy stating that the share redemption would be offered to all shareholders as funds allow. This policy replaces the divi- dend policy until further notice. The Board proposes that no dividend be paid for the 2008 fiscal year.
Price trend and volume Jan 2003 – Jan 2009
Price trend and volume Jan 2008 – Jan 2009
Share capital trend
In recent years, the share capital of the Parent Company has changed as shown below:
Change of Issue Increase in share Amount
Year Transaction share capital price, SEK
1capital, SEK m paid, SEK m
1998 Directed issue 2,740,260 18.48 2.7 50.6
1998 New issue 1:7 1,212,894 27.00 1.2 32.7
2001 Directed issue 11,764,705 8.50 11.8 100.0
2005 New issue 7,141 1.00 0.0 0.0
2005 Reverse split, 5:1 –17,180,000
2006 New issue, 3:1 12,885,000 6.00 64.4 71.2
2006 Offset share issue 227,631 7.66 1.1 1.5
1
Issue prices not recalculated for new issues and reverse split.
0 1000 2000 3000 4000 5000
0 10 20 30 40 50
Number of shares traded (incl. aftermarket), ’000 The Doro share
OMX PI
2003 2004 2005 2006 2007 2008 2009
0 80 160 240 320 400
The Doro shareOMX PI
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
0
8 16 24 32 40
Number of shares traded (incl. aftermarket), ’000