"Several decades ago, Duracell was a pioneer in a new revolutionary product category, alkaline roundcell batteries," said Stassi Anastassov, Duracell President. "Today it is a multi-billion dollar category. In a not too distant future, we expect wireless power solutions to eliminate the hassle of multiple cords and chargers, creating a major growth opportunity. Innovation to create new solutions that touch and improve people's lives is what P&G-Duracell are all about. The JV between Duracell and Powermat puts us in the driver-seat for this disruptive category creation."
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IHS iSuppli, an electronic component researcher and trend forecaster, has estimated that the worldwide retail market for wireless charging will be a multi-billion dollar market by 2015, per a release. "Powermat and P&G joining forces makes so much sense," says Marijana Vukicevic, Senior Principal Power Management Analyst at IHS. "Adoption of wireless power is growing fast, and the marriage of a proven technology like Powermat's with the global marketing muscles of P&G promises to propel consumer adoption faster yet."