Case Studies

Introducing a New Standard with Green Plug


Green Plug ( called on Edge to help introduce its innovative green power components that allow electronics manufacturers to standardize on one smart digital power connector -- solving the problem of multiple chargers, plugs, AC/DC adapters and power bricks that are not interchangeable.

The investors of Green Plug originally worked with Edge back in 1998 to launch NetZero, and have continued to knock on Edge’s door with new ventures several times over the years since.

Green Plug’s initiative was aimed at several different targets – consumer electronics manufacturers, the green tech/clean tech sector, and consumers. The company’s challenge was nothing short of introducing to the marketplace a brand new standard for intelligent green power.

Edge helped Green Plug launch and subsequently received massive exposure in the national press – including Fortune, Forbes, BusinessWeek, USA Today, Wall Street Journal, Scientific American, CBS News, c/net,, InfoWorld, PC Magazine, PC World and many others.

In addition, to illustrate the problem in a fun way and to demonstrate to consumers why this new standard matters, Edge launched the “What’s Under Your Desk?” photo sweepstakes -- inviting consumers to take a photo of the jumbled mess of cords under their desks.  Separately, Edge created a microsite -- -- where consumers can tell electronics manufacturers what products they want Green Plug-enabled.

Momentum for the movement is still strong -- PC World has called out the power cord issue as the No. 1 tech problem that needs standardization, and named Green Plug as part of the solution.