Portable Electronics Limited is a 100% New Zealander owned and operated company. Portable Electronics Limited is an international company with physical presence in New Zealand, Australia and China. We currently do not have retail shops or showrooms because we are focused on being an online based distribution company providing multi-purpose high quality portable gadgets at low price to electronic and computer shops. We exist only to provide end-users with their long sought after dream gadgets and to improve their way of life.

We are registered in New Zealand. Our company number is 1805301 and our incorporation certificate can be viewed here. We are also GST registered and our New Zealand GST registration number is 93-820-061. We are registered in Australia as well and our ABN number is 31997329955. In anticipation of our expansion, we are working towards incorporating our company in China and will be setting up permanant office there.

History

Portable audio (music) players have been accompanying our lives for many decades. From the release of original Cassette-based walkman in 1979, CD walkman (Discman) in 1984, MiniDisc Walkman in 1992, MP3 players in 1997, Ipod in 2001 and Portable Media Player (PMP) in 2002. We have come a long way and underway tremendous evolution since its inception.

The increasing popularity of Ipod since its launch in late 2004 along with Apple Computer's launch of 4th Generation Classic Ipod music player have generated enormous public awareness on mp3 players. This inevitably also created a huge market for generic and branded mp3 manufacturers from China, Korea and US. As the mp3 market matures in 2006 and mp4 players start to emerge in the market, it became increasingly attractive to buy such device for self-consumption. The quest to obtain an non-Ipod mp4 player revealed the lack of choices in the Oceania market. Mp4 players are next to inexistant in New Zealand and the best way to obtain one at the lowest price is to import directly from overseas. This move eventuated the formation of Portable Electronics Ltd to supply these hard to get mp4 gadgets for the benefit of New Zealanders.

At the beginning, we started importing mp4 players that offer limited video playback ability from China Electronics Corporation (CEC), a China government owned organization. As the mp4 market advances, we moved to import PMP players which offers direct video playback without file conversion from OEM manufacturers. In 2007, mp5 players started to emerge and are heavily promoted from Agio, a well-known mp4 manufacturer in China. Mp5 players often boast the capability to play video files encoded in any formats, i.e. "Eat-All", it is a fancy term used by some manufacturers to differentiate it from the older generation of PMP players which often have limited codec support. However, it can be confusing to many customers and PMP is generally used.

Over the years, we have been experiencing intense competitions from parallel importers, overseas online stores and ebay stores. Our competitors have been undercutting is in prices, provide inexistant warranty and after-sales support. Ultimately, these are exercised at the customer's expense when they have issues, despite they always claim to offer better waranty and support than us.

In order to offer our customers the perfect PMP units and to beat our competitors, we have decided to conduct our own R&D and to produce our own products labelled with our own brand, Gen-E. To this end, we are converting ourselves from a reseller to a direct-to-customer manufacturer while still operating mainly as an online only business.

From 2009, Portable Electronics Ltd will be launching a series of Android based devices, starting with our Android based PMP unit. We sincerely hope that the market will give us an opportunity to gain foothold in this field, so that we can continue to provide you the ultimate must-have gadget at an affordable price.

Andoid

We are very excited when the Android project from the Open Handset Alliance was launched. The promise of having the first complete, open, and free mobile platform provides cost reduction, software flexibilty and device cross-compatibilty. The ability to deploy the Android operating system to any platform and devices will lead to wide spread adoptance from mobile phones, pmp to TV set-up devices. The open nature of the OS encourages generic or thrid party manufacturers to produce products to compete against big brand name companies. The lowered barrier of entry will drive competition and create ample opportunity for those who embrace it.

Following the launch the T-mobile G1 mobile handset, we have witnessed the immerse demand behind Android handset. Both consumers and developers have signalled their enthusiasm towards Android and will continue to do so in the coming years and beyond. The "credit crunch" turmoil of 2008 will not deter this evolution in the mobile platform space but would further accelerate its adoptance as a low cost alterative.

In Oceania, we will be among the first few companies to bring Android to customers in New Zealand and Australia. Internationally, we shall be recognized as the first company to release the "eat-all" PMP unit based on Android. Our PMP will bring innovations not available to the typical PMPs and will dwarf our Chinese, Korean and French competitors.

We love open-source and innovation. We support the notion that if you own it, you should be allowed to do anything on it and not restricted to what the manufacturer dictates. Therefore, we would welcome and embrace "jailbreakers", "modders", "developers", "hackers" and try to provide them as much support as we can.

If you or your company are working on Android and are interested to partner with us for mutual benefit, we would like to hear from you.

Business strategy and capability

Low price - We know price is an important factor to you. we operate entirely using the internet, reducing our running cost and bringing the cost benefit directly back to the customers.

Direct-to-customer - we produce our own Android devices and sell many directly to end users through our online store and auction sites. We introduce the middle man only when we see that it will benefit the consumer by giving you more choice, convenience and better experience.

Direct-to-distributor/retailer - we sell directly to regional distributors/retailers, bypassing the trade companies whenever possible to bring you the most cost savings. Distributors/retailers benefit from our in-dept experience and knowledge in our products, thereby obtaining support they won't find elsewhere.

Geographic distribution - with local presence in New Zealand, Australia and China, we are able to provide local support and warranty services in these countries. With the support of distributors signing up around the world, we aim to bring you local warranty service locally.

International Warranty - we offers warranty anywhere in the world, so that you can be assure that your item will still be covered when you move to overseass, we believe this is important to travellers who would be using our products all over the world. Please submit your warranty request here.

Customization/manufacturing - we offers customization options for wholesale purchases and are happy to do custom manufacturing on variant of our products if minimal quantity requirement is meet.

Proactive - we constantly test our products, pro-actively identify potential problems (as well as from customer feedback) and work on fixes constantly and release updates to the public as soon as possible.

Honesty is our priority when we communicate with customers and are highly transparent in our communications (e.g. our public forum feedback/discussion system). In addition, we pledge to attend and respond to all your enquiries promptly regardless of warranty status and will always discuss the best options for available to you.

Gen-E™

Gen-E™ is the trademark for the Android products from Portable Electronics Ltd.

Gen-E™ can be interpretated in several ways. First, taking the dash out equal to Gene. Gene is a term widely used in the biology field, it is the basic unit of heredity in a living organism. Gene can also be considered a sequence of DNA which encodes the amino acid sequence of a protein molecule. The human genome contains about 20,000–25,000 genes. Gen-E™ signify that the products we make contains features that are build-into our genes and it is a "must-have" item to everyone.

Second, Gen stands for Generation. Generation X and Y refers to population who are born in 1965 to 1981 and 1982–2001, respectively. The shorthand for Generation X and Y is known as Gen-X and Gen-Y. E stands for electronics, Gen-E™ means that we are entering a new generation the age of portable Electronics and we hope that our products will be part of this evolution.

Thank you for visiting.