HP takes aim at copier market

HP is intending to transform the business copier market through the introduction of new SMB and enterprise level multifunction devices.

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By  Matthew Wade Published  November 11, 2004

HP is promising to transform the business copier market through the introduction of four new SMB and enterprise level multifunction devices. The company’s new LaserJet 4345mfp was the key product launch at HP’s recent global press event in Frankfurt, Germany. This 45 copies-per-minute MFD, along with new LaserJet 9040, 9050 and colour 9500 models, has been designed to capture the attention of copier buyers by offering similarly fast copy speeds whilst also incorporating HP’s LaserJet and ScanJet technologies. HP is billing the 4345mpf as a low-cost, high-performance alternative to expensive and complex copiers, but at roughly a third of the price, thanks to its $2,599 tag. “HP found that 80 percent of customers are paying for copiers overloaded with features and functions that are rarely used. The HP LaserJet 4345mfp delivers the performance and reliability customers want but doesn’t make them pay for the extras they don’t need,” said Vyomesh Joshi, executive vice president, Imaging and Printing Group, HP. Joshi claimed the 4345mfp was developed through extensive customer research, resulting in HP only offering customers the features that they use regularly. Another result of the firm’s study is that HP doesn’t require service contracts from customers, instead offering various leasing, outright purchase and pay-as-you-use options. In launching the 4345mfp, HP quoted Keith Kmetz, programme director of IDC Hardcopy Peripherals Solutions and Services, who commented: “HP’s LaserJet 4345mfp has the potential to significantly disrupt the traditional copier business model by bringing its low cost, no service contract requirement and open distribution approach to the higher-speed office segment. Customers are asking their suppliers for products and services that reduce their costs while maintaining essential functionality. HP is addressing this need with a unique offering in the workgroup MFP market.” In addition to these four new MFD workgroup products, HP also unveiled 10 additional products and solutions at its Frankfurt event, including its MFP Analog Fax Accessory 300, an easy-to-install internal fax card for HP’s MFPs, its new DesignJet 4000 range of large format printers, the 9200c Digital Sender for scanning documents to e-mail, fax services, network folders and content/document management systems, and HP Digital Pen and Paper, for use with the firm’s own Forms Automation Solution system.

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