2008 07 04

New Laws Drive Wireless Headset Sales

In a move that could give a welcome, if short-lived, boost to consumer electronics makers and retailers, consumers up and down the West Coast are snapping up headsets that let them talk on cell phones while driving -- and stay in compliance with a law that took effect in California and Washington state on July 1. Demand for hands-free headsets has been so robust that the Verizon Wireless store in San Mateo, Calif., added a whole new section for the devices, says store manager Aari Jethmal. "The shelves have been cleared and restocked and cleared and restocked." Verizon Wireless, owned by Verizon Communications and Vodafone, is the second-largest U.S. mobile-phone provider, after AT&T. Sales Boost Expected The law, which stipulates penalties for driving while talking on a handheld cell phone, is a boon for Plantronics and other makers of headsets that use so-called Bluetooth wireless connectivity. "Historically Bluetooth headsets have been a low-margin product, so they would need to drive significant product to move the bottom-line needle," says Avondale Partners analyst John Bright, who has an "outperform" rating on Plantronics shares. "Luckily California is the largest state and a heavy cell-phone usage state, so it certainly bodes well for heavy volume." On June 26, Bright raised his estimate for Plantronics' June quarter earnings by a penny, to 35 percent a share, in anticipation of the law taking effect. That's a cent higher than the average of Wall Street estimates. The shares have gotten little apparent lift since the law kicked in, slipping to 21.05 on July 2, from 22.32 on June 30. Plantronics expects a sales boost in California for the second and third quarters, says spokesman Dan Race, though he didn't provide specifics. "We're seeing good interest in our premium products," Race says. Other Bluetooth manufacturers poised to benefit include Motorola; GN Netcom, maker of...