LEXMARK CHANGES INKJET DIVISION'S NAME

[Anonymous]

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.”

[Author]

February 17, 2009 at 11:36 AM