HP launches jumbo-sized large format printer

HP whisked away the leading lights of its regional imaging and printing group (IPG) channel to Bangkok to officially unveil its HP DesignJet 4000 large format printer (LFP) series and reward partners for their stellar sales performance.

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By  Stuart Wilson Published  December 16, 2004

HP whisked away the leading lights of its regional imaging and printing group (IPG) channel to Bangkok, Thailand, to officially unveil its HP DesignJet 4000 large format printer (LFP) series and reward partners for their stellar sales performance. The action-packed itinerary included a visit to one of HP’s contract assembly partners to witness the manufacturing process at close quarters. HP’s high-spirited IPG channel also took part in team-building activities, attended a Thai boxing event and sampled the exotic nightlife of Bangkok’s famous Patpong district. The highlight of the trip though was the launch of HP’s DesignJet 4000 series for the Middle East region. The new models — positioned as office and technical printers — double the print speed of both colour and black-and-white printing and are suitable for line drawings, graphics, maps, renderings and presentations, according to HP. Ernest Azzam, business development manager for LFP IPG at HP Middle East, explained the technical advantages of the new products and their superiority over competing products at an evening event in Bangkok. To highlight the size of the new series, Azzam arrived at the event riding an elephant much to the surprise of the resellers in attendance. “The HP DesignJet 4000 is a technological breakthrough in speed, colour and printer management,” said Azzam. “HP understand the needs of various technical markets and our new printer is tailored to meet the varying needs of these users. Professionals working in architecture, engineering, construction, MCAD and GIS markets can now look forward to accurate lines, professional image quality and fast unattended printing.” “The amazing technology incorporated within this printer doubles the print speeds of both colour and monochrome documents, when compared with current HP large format printers. The new printer delivers fast print outs in A1/D size in as little as 25 seconds and can complete a print job of 100 A1/D formats within one hour,” he added. Offering reduced running costs and easy remote print management capabilities; HP will be looking for its IPG channel to drive DesignJet 4000 sales forward in the region. Partners in attendance were upbeat about the new product and also HP’s approach to channel management. “Margins are always an issue, no matter what products you are focusing on,” said one partner. “But HP is really trying to help with partner profitability and offering schemes that really help to incentivise us. There is also a real sense of community among the LFP channel and that is something you do not find with many other vendors.” “I can’t believe Ernest arrived on an elephant,” commented another. The LFP market is characterised by relatively small volume but high product prices. This means that many partners have taken steps to sell imaging and printing solutions to their customers offering a combination of hardware, software and services. This involves highlighting the total cost of ownership (TCO) and return on investment (ROI) argument to customers and moving away from decision-making based on the pure up-front hardware cost.

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