Samsung looks to increase laser market share

Samsung is doubling its range of laser printers available in the UAE, a move which it hopes will help lead to a doubling of its market share as well. A year after making its entry into the UAE laser printer market, it holds 18% market share and it wants to make that 35% by 2005.

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By  Peter Branton Published  September 24, 2003

Samsung is doubling its range of laser printers available in the UAE, a move which it hopes will help lead to a doubling of its market share as well. A year after making its entry into the UAE laser printer market, it holds 18% market share and it wants to make that 35% by 2005.

The company is rolling out three new laser printers, 17ppm and 21ppm models and a 17ppm multifunction device. Samsung said it will offer a model providing up to 35ppm capacity within the year.

Samsung believes the UAE’s laser printer market is set at grow at the rate of 20% per annum, as compared to an estimated 4-5% per annum globally. As laser printers fall in price and offer a wider range of functions, their popularity is set to grow, the company argues.

“Our research highlights three primary requirements of end-users: good printing quality, design element in terms of desk-top space saving and thirdly, value for money,” said K S Vasudevan, senior manager, Samsung Gulf Electronics. “The Samsung range of printers by far fulfills all the above mentioned requirements. Through these state of the art products we will consolidate our position by aiming for 35% market share by end of 2004.”

D K Byeon, president Samsung Gulf Electronics, said the company’s move into the laser printing market was part of a global strategy. “The global success that we have been able to achieve is largely attributed to the reliable technology coupled with our innovative marketing techniques,” he said.

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