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AnonymousInactiveSamsung to take on enterprise printer market
South Korean electronics giant Samsung said it will now step into the mid- and high-end enterprise-class laser printer market.
“We want to enter the business-to-business (B2B) market and we’ll need
midand high-end machines for that,” said Shin Hyundae, Samsung’s
vice-president of its printer division. “We made a success story out
of our low-end laser printers and now we’re focusing on the mid- and
high-end printer market,” he said. Hyundae said Samsung plans to double
the number of sales personnel who work with B2B resellers worldwide and
also introduce a power partner programme for resellers. According to
him, the company is on a good footing to take on the challenge as it
has its own manufacturing facility and makes its own electronic chips.
“We can reduce the product size and material cost with a one-chip
solution because we also make our own semiconductors,” he told
reporters during the recent annual CeBIT trade fair in Hanover,
Germany. Last year, the company placed second in the monochrome laser
printer market, first in the A4-sized flatbed mono laser multifunction
printer market, and fourth in the colour laser printer market
worldwide. “Fourth in the colour laser printer market is a big
achievement for us because we ranked seventh just a year before,”
Hyundae said. “We are also currently seventh in the overall printer
market worldwide and we’ve achieved this without an inkjet printer
portfolio to speak of.” Hyundae said the company hopes to climb to
third spot by 2010 and plans to do this even while solely sticking to
laser printer technology. “Laser has much more advantage over ink so we
won’t focus on ink-based printers at all,” he claimed. “It is expensive
but we can reduce the price of manufacturing laser printers and make
them compete with inkjets.” Higher growth .Currently, according to
Hyundae, the average growth rate of colour laser printer adoption
worldwide stands at about 20% annually. However, he expects this rate
to increase with the dropping price of laser printers. “Last year, for
example, the average price for a colour laser printer was US$1,000
(RM3,700). “However, we’ve managed to develop a colour laser printer
for US$300 (RM1,110),” Hyundae explained. He also expects more
consumers will buy laser printers for their homes as a result of this
drop in price. However, he added, there is still some work to be done
in bringing the right combination of the machine’s size and printing
noise that will convince users to buy them for their homes. But Hyundae
believes that increased laser printer adoption is a certainty. “I
believe the printer will be the core of convergence in the future. All
sorts of devices will be connected and the need to print will rise.
“The printer business is a future strategic business for Samsung and
we’re really serious about it.
The company has invested a lot of money in it,” Hyundae said.
He
also added that the company is investing more in its Star (Samsung
Takeback and Recycling) programme which was launched in 2005. “We are
expanding it worldwide and have recently opened our recycling centre in
Seoul,” he said. According to him, the company is also running the
programme in 16 European countries. He said that Samsung is putting in
a bigger emphasis on it in Asia but is still studying how to implement
the programme properly as finding the right people to recycle e-waste
correctly is not easy -
AuthorMarch 30, 2007 at 10:53 AM
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