• September 14, 2011

Procter & Gamble's Duracell brand is partnering with Powermat, which makes wireless charging platforms, on a joint venture (JV) that includes P&G making an equity investment in Powermat. The companies say the venture will begin operation early next year. The JV will bring wireless power solutions. Powermat will be in General Motors vehicles starting next year. Powermat is also getting into public spaces, office furniture and major appliances.

"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."

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."