LEXMARK CHANGES INKJET DIVISION'S NAME

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LEXMARK CHANGES INKJET DIVISION'S NAME

 user 2009-02-17 at 11:36:52 am Views: 44
  • #21431
    http://www.kentucky.com/103/story/674714.html
    Lexmark changes inkjet division’s name
    Lexmark
    International executives told employees on Wednesday that the company
    is changing the official name of its inkjet printer division to better
    reflect its strategy and product offerings.The Consumer Products
    Division, as it has been called, has been renamed the Imaging Solutions
    Division, Executive Vice President Paul Rooke told employees at a 1
    p.m. meeting.Rooke, who heads the division, noted that since 2007,
    Lexmark “has been transitioning our CPD business from a low-end,
    low-usage consumer-focused business to a business with higher-value,
    higher-usage inkjet devices designed to meet the needs of small
    office/home office and small to midsized business customers.”

    Lexmark’s
    inkjet division has struggled since the latter half of 2005 as
    customers bought the printers, which are often sold for little or no
    profit, but then didn’t buy enough of the highly profitable ink to meet
    profit expectations.Since 2006, Lexmark has walked away from 20
    percent, and then 30 percent more, of its inkjet printer sales in an
    attempt to get away from those people who don’t print enough.It has
    focused product introductions on higher-usage segments, such as
    all-in-ones, which include scan, copy and sometimes fax functions.
    Plus, it’s developed many wireless inkjet printers, which are often
    used by multiple computers, meaning more ink used per printer.

    And
    the company is focusing its marketing dollars on countries with higher
    print usage.The name, Rooke said, “better reflects our broader scope of
    multi-function products, including our 2008 Professional and Home
    Student Series All-In-Ones, which have received awards from
    industry-leading publications around the world.”