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Pricey Brother and Lexmark Cartridges Dampen Affordable Color Laser Fanfare, Says Lyra
Lyra
Research, the digital imaging authority, recently investigated the
“sticker shock” phenomenon that some consumers experience when buying
replacement toner cartridges for their affordable color laser printers.
According to Lyra’s Hard Copy Supplies Advisory Service, for two of the
sub-$500 color laser printers examined, a set of four replacement
cartridges actually costs more than the printer does. A set of
replacement cartridges for the Brother HL-2700CN, which sells for
$499.98, costs 19 percent more than the printer. Similarly, four
replacement cartridges for the $399.98 Lexmark C510 cost nearly 10
percent more than the printer. See the complete press release for
information on replacement cartridges for other printers from Dell, HP,
Konica Minolta, Lexmark, Oki and Xerox.
Newton, MA July, 2006 —
Lyra Research, the digital imaging authority, recently investigated the
“sticker shock” phenomenon that some consumers experience when buying
replacement toner cartridges for their affordable color laser printers.
According to Lyra’s Hard Copy Supplies Advisory Service, for two of the
sub-$500 color laser printers examined, a set of four replacement
cartridges (cyan, magenta, yellow, and black) actually costs more than
the printer does. A set of replacement cartridges for the Brother
HL-2700CN, which sells for $499.98, costs 19 percent more than the
printer. Similarly, four replacement cartridges for the $399.98 Lexmark
C510 cost nearly 10 percent more than printer. While no other sets of
replacement cartridges exceeded the price of a printer, several color
laser printer vendors, including Dell, HP, Konica Minolta, and Lexmark,
sell a complete set of replacement cartridges for approximately 75 to
93 percent of the printer price . Cartridges for Oki’s C3200n fared
best in the comparison, selling for 54 percent of the printer price.
Cortney
Kasuba, toner analyst for Lyra Research and author of the study,
explains the implications, “There has been a lot of fanfare about the
availability of affordable, sub-$500 color laser printers. Color toner
cartridges, however, have not followed suit in the downward pricing
trend. While low printer prices may attract consumers to stores, the
sticker shock they experience when it is time to buy new cartridges may
ultimately lead to more conservative color printing habits-consumers
may opt to print in monochrome more often than many printer vendors had
anticipated. This development has the potential to disrupt the
razors-and-blades revenue model in this market segment. Interestingly,
some of the pricier cartridges actually have relatively high page
yields, but in this price-sensitive category, consumers are more likely
to associate value with low out-of-pocket costs.”Related Chart Data
Replacement Cost for Toner Cartridges Relative to Printer Price
KEY: Printer Vendor and Model, Cartridge Price as a Percent of Printer Price
Brother HL-2700CN, 119%
Lexmark C510, 110%
Lexmark C522n, 93%
Dell Laser 3100cn, 88%
Konica Minolta magicolor 2400W, 81%
HP Color LaserJet 2600n, 81%
Dell Laser 3000cn, 75%
Xerox Phaser 6120N, 62%
Okidata C3200n, 54%
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