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Samsung Flexes Muscle for Printer Business
Samsung Challenges HP in Printers
Samsung
Electronics, Asia’s primary high-tech company, is set to challenge the
seemingly invincible leadership of Hewlett Packard in printers by
strengthening its foothold in laser printers.
Samsung president Choi
Gee-sung, who is in charge of the firm’s digital media division, made
the point during a session with global analysts, which ended its
two-day schedule Friday.
“We seek to raise our annual revenue from
printers roughly five fold to 10 trillion won ($9.58 billion) in 2010
by tapping into the laser printer market in a full-fledged manner. It
may take less time to attain the goal,’’ the 54-year-old said.
His
remarks came just after Samsung revealed its master plan to become one
of the world’s top three electronics outfits by 2010 at the event for
analysts held at the Shilla Hotel in downtown Seoul.
Samsung chief
executive Yun Jong-yong announced the ambitious five-year scheme and
handpicked a laser printer as one of its next-generation growth engines
to help achieve the target.
Choi was sure of Samsung’s success in
laser printers because the entity holds technical prowess for the
advanced printer products unlike the conventional inkjet printer.
“The
Inkjet printer market has been tough to enter since a handful of
players retain most of the intellectual property rights. That is the
reason why we failed to carve out a big chunk of the global market in
the past,’’ Choi said.
“However, things will be different for laser
printers as we also hold core technologies for the high-end machines.
Other good news is that laser is replacing inkjet,’’ the Samsung lifer
said.
Currently, the size of the global printer market is about $100
billion and U.S.-based Hewlett Packard is explaining up to 30 percent
of the supply on their dominance in the inkjet segment.
Epson and
Cannon follow HP and Samsung is a minnow player as a latecomer to the
saturated printer market mainly contested by U.S. and Japanese makers.
Samsung
looks to leapfrog the bigger competitors in time with the industrial
shift from inkjet to laser. Over the past several years, laser printers
have become a mainstream product surpassing inkjet merchandises.
“We
have fine chemistry technologies needed to make ink. Plus, we boast
state-of-the-art mechatronics, a must-have for developing top-line
laser printers,’’ Choi said.
Mechatronics refers to an
interdisciplinary engineering field combining mechanics, electronics
and computing, which aims at enabling more economical and versatile
systems.
“Samsung has seamlessly developed technologies in camcord,
DVD and VCR and all the fields are basically about mechatronics,’’ Choi
noted.
Choi added the firm is channeling its research efforts and funds to the development of laser printers.
“The
investment will not bear fruit in the short run. In contrast it will
chip away at our bottom line right now. But the point is not the
present, but the future,’’ Choi noted.
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