AI, hybrid work, and gaming are reshaping Logitech’s product priorities. In the workplace, the company is developing equipment for employees moving between home and office, as well as for enterprises connecting meeting participants across locations.
“Would you believe that about 80% of global meeting rooms in offices and other buildings are not videoconference-enabled? Therefore, you cannot connect with the world,” Logitech CEO Hanneke Faber said in an interview during the company’s Southeast Asia Partner Connect Conference in Hanoi.
Logitech has invested in adding AI capabilities to its products as it seeks to address this gap.
Applying AI to meeting rooms
Faber said Logitech is adding AI functions to existing workplace equipment, including active noise-cancelling headsets and Rally AI cameras. For its conference cameras, she cited functions that determine how participants and meeting spaces are shown.
These include framing participants, switching between people in the room, and using what Logitech calls a “digital cocoon” to obscure activity outside the meeting area.
Faber compared the camera’s role to that of a producer controlling how a meeting is presented.
She said Logitech spends about 6% of its annual net sales on research and development, and launches around 40 products each year.
According to Faber, the company’s hardware engineers, software engineers, and designers work on developing those products.
From computer peripherals to AI
Faber positioned Logitech’s interest in AI as part of its 45-year history of making devices through which people interact with technology.
“By the standards of technology, we’re a really old company, but we’ve always connected humans with technology. That’s been true for 45 years. We connected the first desktop computers to humans through what would now be considered vintage mice. Then laptops came, followed by tablets and phones. The next technology is clearly AI and AI agents, and we’re already connecting humans with AI agents,” Faber said.
Faber described Logitech’s devices as the “hands, eyes, and ears” through which people interact with AI agents.
“AI agents are useful, but you need to manage them. You need to see, hear, and move things around. Logitech has always played that role with earlier technologies, and I think we can play it particularly well in the age of AI,” she said.
She also pointed to Logitech’s brand recognition across the markets she visits.
“When I get in a taxi, whether it’s in New York, in Shanghai, or here in Hanoi, people know Logitech. The taxi driver knows it,” she said.
Turning to personal workspaces, Faber argued that peripherals can help professionals work more quickly and accurately.
“If you’re a software engineer or finance professional, you need to work quickly and accurately. An MX Master 4 mouse will make you 30% more productive,” she claimed.
Gaming and spatial computing
Faber identified gaming as another priority for Logitech. She described it as the world’s largest form of entertainment and said people collectively spend more time on the hobby than watching television and films combined.
She compared Logitech’s position in competitive gaming to the roles of Nike and Adidas in conventional competitive sports.
Faber also asserted that Logitech equipment could improve players’ performance in competitive titles such as League of Legends and Valorant.
Beyond conventional gaming, Logitech has worked separately with Meta and Apple to develop styluses for their respective headsets.
“We worked with Meta on its Quest headset and with Apple on the Apple Vision Pro, so you can draw in virtual reality,” she said.
Southeast Asian focus
Faber identified Vietnam as both a manufacturing base and a growth market for Logitech. She said the company’s manufacturing and logistics network, which includes partners in the country, had helped it continue fulfilling orders during disruptions such as wars and pandemics.
“Vietnam is such a vibrant country, and there is so much opportunity. Every quarter, I see more opportunities. There are 100 million people here, and it’s a very young, technically savvy population. I’m very excited about Vietnam. Our business here is still relatively small, but it’s growing, and I think there is substantial room for further growth,” she said.
Across Southeast Asia, whose population is roughly twice that of the United States, Faber described Logitech’s business as underdeveloped and said the region offered further room for growth.
“I think we can do a much better job of serving businesses, governments, and educational institutions here. Our business in this area is small, and we have products for those organisations. We can also do a better job of reaching consumers and other users here,” she said. “It’s a mistake to think of Southeast Asia as a place where people may not be as sophisticated or tech-savvy as those in Europe or the United States. From what I see here, they’re very tech-savvy, and we see that in our business.”
Faber cited the performance of Logitech’s premium MX and gaming Pro lines in Southeast Asia as evidence of demand for higher-end technology in the region.
