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Printers touted to drive Samsung growth
Samsung
of South Korea is upbeat about its information technology (IT) business
prospects in Thailand this year, predicting full-year revenue growth of
20% to US$120 million.Sales revenue from printers alone is expected to
surge by 50% to $14 million this year, driven mainly by a larger
variety of products and distribution channels, as well as aggressive
marketing promotion.Thana Thanapase, general manager for IT business of
Thai Samsung Electronics Co, said the strong growth would be driven
mainly by new investments by the public and private sectors, which had
delayed plans from last year.Based on the forecast by the research firm
IDC, he said, Thailand’s IT market is expected to be worth 157 billion
baht in 2008, up 12% from 141 billion baht last year.Mr Thana said
Samsung planned to spend 200 million baht this year to promote its
three strategic IT products: laser printers, LCD monitors and hard
disks and optical products.He said Samsung planned to focus more on the
corporate market this year, targeting business-to-business and
government agencies.”We aim to increase the proportion of the
corporate and retail markets to 60:40 this year from 52:48 last year.”
said Mr Thana.He also said that Samsung had set up a new digital device
business unit to handle three products in particular: MP3 players,
digital cameras and digital camcorders.Krittawit Krittayaruangroj,
assistant marketing manager for printers, said Samsung expected to sell
50,000 printers in Thailand this year, up from 38,000 units last year.
Revenue is projected to increase to $14 million this year from $9.5
million last year.’We aim to strengthen our share in the local printer
market to 25% this year, up from 20% last year,” he said.Mr Krittawit
said laser printers accounted for 20% of the Thai printer market in
terms of sales volume, but they made up 70% in terms of value.Thailand’s
laser-printer market was worth 1.5 billion baht last year, while the
inkjet printer market was valued at 800 million baht.He said the
inkjet-printer market contracted by 2% by volume last year to 800,000
units, as the market trend was moving toward laser technology, which
expected industry-wide growth of 12% this year.Mr Krittawit said
Samsung planned to introduce up to 30 laser printer models in the Thai
market this year at prices ranging from 2,500 baht to over 100,000
baht. The products will feature more multi-functions and stylish
designs under the ”premium affordable” concept.The company would
spend 70 million baht promoting printer products this year.Mr Krittawit
said the printer business was considered one of the eight flagship
products for Samsung globally. Last year, its sales of printers in
Thailand rose by 55% in terms of volume and 98% in terms of value from
2006.
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