Fuji Xerox to enter home laser printer market | Bangkok Post: tech

PRINTING TECHNOLOGY

YOKOHAMA, JAPAN : In February 2012, Fuji Xerox will celebrate its 50th anniversary with plans to enter the home laser printer market with its eco-toning technology and system services.

James Henderson, Fuji Xerox President of printer channels.

Fuji Xerox's printer and multifunction business has traditionally concentrated on devices aimed at mid-range and high-end markets only.

James Henderson, Fuji Xerox President of printer channels, said :"We are bringing high-end technology to low-end products. We are bringing the world's best technology to everyone."

However, he said that the market was very crowded, with Hewlett-Packard and Samsung the leaders in the below-$400 (11,860 baht) printer market.

He added that he was confident about the self-scanning LED (SLED) printhead that simplifies the mechanism and saves space, as well as the eco-toning technology his company would introduce to customers.

SLED is so much smaller than conventional laser mechanisms that it frees up enough room for an additional paper tray within the same device outline.

Besides SLED, Fuji Xerox has announced that it will use its EA-Eco toner technology in the new laser printer lines. The technology reduces carbon dioxide emissions during manufacturing and use, and requires less toner powder in printing.

Fuji Xerox has spent 10 years on eco-technology research but only offered the technology to high-end and mid-range customers three years ago.

The EA-Eco toner, however, won't work with conventional printers, Henderson said, adding that by using EA-Eco toner, the running costs will be 24 percent lower than using conventional toner.

Fuji Xerox has released some lower-end models such as the WorkCentre 3119 and the Phaser 3155, and it wants to invest in this market.

Henderson said key features for the segment include ease of use, plug-and-play operation and networking capabilities. Fuji Xerox will compete on price as well as product, he continued.

Chiaki Suzuki, Fuji Xerox general manager of chemicals technology development, explained that by reducing the fusing temperature by between 20 and 50 degrees compared with other brands' toners or the company's earlier toners, the new technology can reduce energy consumption during printing by as much as 40 percent.

"Why did we take on LED technology in 2007, since LED has been in the market longer than that?" he asked.

"Laser technology product and SLED product will co-exist. SLED is a trend."

Meanwhile, Fuji Xerox president Tadahito Yamamoto said he expected to see the rapid growth in Asia Pacific for Fuji Xerox in the low-end laser printer market despite strong competitors like HP and Samsung.

Currently, HP is the number one laser printer in Asia Pacific below the $400 mark, with Samsung coming second.

"HP and Samsung are strong," said Yamamoto.

"However, when we talk about Fuji Xerox, our technology and environment are not only technology but also our recycling and guaranteed services.

"We offer B2B and B2C geared to all types of customers. Solution is another part of the package, and multifunctions include scanner features."

Yamamoto said Fuji Xerox did not want to be left behind in the SME market area that has seen the highest growth rate.

"We are committed to introducing new products to these markets," he said.

Speaking of entering the low-end laser printer market in Asean countries, Henderson said the overall laser printer market was around eight million printers, with 70-80 percent in small businesses and SOHO.

He said despite the fierce competition, Fuji Xerox was confident about its new technology as well as its 50-year-old direct sales and six-year-old channel sales.

He pointed out that only HP and Fuji Xerox have full product lines. But HP sells many devices besides laser printers, like Fuji Xerox.

He also said he planned to expand channel sales with brand trust, support and R&D as well as profit margins and a wide marketing area coverage as well as clear customer segmentation.

Asked if he felt the heat of the "paperless" threat, he replied paperless was digitising documents. That means digital documents will increase ND Fuji Xerox has invested R&D in digitisation.