Tustin-based Sena Cases is hoping to piggyback on the popularity of the Apple iPhone by launching cases for them.
The mobile device accessories maker is getting the word out about the new line, which has cases in bright colors such as pink, orange and light blue that range from $29 to $52.
Sena Cases recently hired a public relations representative to help get the word out, said Ramsey Oten, the company’s chief executive.
Oten founded Sena Cases in the late 1990s, with his brother.
At the time, personal digital assistants, or PDAs, such as the Palm and Sony’s CLIE, were just coming to the market.
Oten, a tech guru, said he owned them and worried about how to protect them.
“These devices were rather expensive and vulnerable because of their large LCD screens,” Oten said. “We had a hard time finding cases for these.”
Enter Sena Cases. Oten tapped his family background in making leather accessories for European brands and launched the business with his brother.
“At that time I could easily see that PDAs and other handheld devices are going to get really popular,” Oten said. “We decided that we could create the best protection to mobile devices since we understand both quality leatherwork and the needs of the tech users.”
Since, Sena Cases has expanded.
The company started with only cases for Sony’s PDAs and now has more than 800 different custom designed cases for hundreds of mobile devices, including smartphones such as the Samsung Blackjack and BlackBerry, Oten said.
“We create cases for most mobile devices regardless of whether or not it is as popular as iPhone,” Oten said.
Sena Cases counts 10 workers at its 6,000-square-foot headquarters. It also has 40 workers at its manufacturing plant in Turkey.
The company sells its cases on its Web site, senacases.com. Some handheld device makers, such as Palm, sell Sena Cases on their Web sites.
Sena Cases also promotes its line through online marketing and ads in national magazines, such as PC World, Laptop magazine, PC Magazine and PocketPC magazine, Oten said.
“We have a solid, loyal customer base and incredible word of mouth,” Oten said.
The company has been “showing good growth” since it was formed, and expects to see a 60% jump in sales this year, Oten said.
He declined to give figures.
Sena Cases has to move fast to keep an edge up on competition.
Since technology changes so quickly, some of his custom cases can “become obsolete very quickly,” Oten said.
Plus, as new technology is introduced, such as the iPhone, companies in Asia flood the market with “all kinds of cases with low quality.”
“Since we have our own manufacturing capability and since our cases are individually handcrafted, we are not concerned about making mass production,” Oten said.
Epic Account
Aliso Viejo-based Epic Brand Communications, which focuses on healthcare marketing, just landed an account.
The shop was tapped by Honeywell’s HomMed division, which makes home monitoring systems for people with heart trouble and other chronic illnesses, for marketing work.
Epic’s assignment includes creating corporate marketing materials.
The shop said it will also help HomMed reach its goal of making inroads into new markets, such as managed care and senior living, and increase it base of current providers.
Steve Johnson, Epic’s managing partner, said the shop was picked because it has “demonstrated the ability to increase brand equity, expand market awareness and successfully launch new technologies and products” all within “budgetary restraints.”
Other clients include Baxter International Inc. and Fullerton-based Beckman Coulter Inc.
New Hires
Anaheim Arena Management LLC is already gearing up for the next hockey season with buzz still fresh from the Anaheim Ducks Stanley Cup win.
The company, which manages the team and Honda Center in Anaheim,the Ducks home,said it just hired three people to focus on corporate sponsorships and sales at the team and event center.
Randy Bernabe was hired as research analyst for corporate partnerships, and Jennifer D’Anna and Ken Mitchell were hired as inside sales representatives.
Anaheim Arena also promoted 10 other workers.
“From a business standpoint, we couldn’t have asked for a better year,” said Tim Ryan, president and chief executive of Anaheim Arena Management.
