OKI DATA’s ASSAULT ON COLOR PRINTER MRKT

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OKI DATA’s ASSAULT ON COLOR PRINTER MRKT

 user 2006-04-27 at 11:31:00 am Views: 56
  • #15005

    Oki Data Intensifies Its Assault on the Color Printer Market
    lyra RESEARCH
    During the three-plus years since Oki introduced its C5100 and C5300 single-pass color laser printers , the color printer market has experienced dramatic improvements in performance and print quality and incredible declines in average sales prices. Oki has been a major force in this revolution. In its opening salvo, the firm positioned its single-pass color LED printers against slower multipass color laser printers, and now the firm is sending in reinforcements in the form of new single-pass color printers that deliver faster performance and better print quality for a lower price than their predecessors.
    “Our goal is to be a consistent top three color printer vendor in the U.S.,” asserts Candice Dobra, Oki’s director of printer marketing, and she claims that third-party market data from January shows Oki in the number-three position with a 7.5 percent share, just four-tenths of a point behind Xerox. Dobra adds that Oki’s priority is “to deliver value to our customers, to deliver a high quality product, [and] to present a wide range of products.” She maintains that the new C5500n, C5800Ldn, and C6100 series are “three extremely strong, high-value, sub-$1,000 color products” that epitomize the firm’s commitment to maintaining a leadership position in the color printer market.
    Oki’s new color printers feature monochrome print speeds of 24 to 32 ppm and color print speeds of 20 to 26 ppm, and they mark the debut of the firm’s “HD Color technology” that combines a multilevel LED print head with new microfine toner. Leveraging Oki’s 5000-series engine, all the new printers support a maximum paper-input capacity of 930 sheets, a maximum media weight of 203 gsm, and banner-size printing.
    According to Jim Fuchs, product planning manager for Oki color printers, the firm selected the acronym HD, which stands for “high definition,” to describe the new products’ color technology because it takes the C5500n, C5800Ldn, and C6100 series “to the next level of print quality.” He says that the combination of detail, depth of color, and document finish provide a very strong level of end-user satisfaction