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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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