OKI stakes claim on office automation market

OKI Printing Solutions has unveiled a new product strategy aimed at helping it break into the region’s office automation market. This strategy sees the company pitching its new ‘Executive Series’ colour laser printers and MFDs as potential replacements for traditional colour copiers.

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By  Matthew Wade Published  September 14, 2005

OKI Printing Solutions has unveiled a new product strategy aimed at helping it break into the region’s office automation market. This strategy sees the company pitching its new ‘Executive Series’ colour laser printers and MFDs as potential replacements for traditional colour copiers. Over a hundred OKI distributors from across the Europe, Middle East and Africa gathered in Dubai last night at the Jumeirah Beach Hotel for a large-scale event to officially launch the OKI’s ‘Executive Series’. “This is a very important announcement for us as it paves a new strategic direction for our business partners in the Middle East and with new direction comes new growth opportunities,” said John Ross, general manager for OKI Printing Solutions in the Middle East. As part of its new approach, which it is applying across the globe, OKI is currently examining the capabilities of its existing channel partners in what is essentially a new market segment and will then train and authorise them as appropriate. “In some cases, we will be looking at appointing new distributors who will focus purely on this product line in their respective markets,” Ross explained. In developing its Executive Series of products, OKI first approached office automation dealers to find out what exactly they needed from the vendor. It then tailored its offering to meet the channel’s specific business requirements, whilst still complementing its existing product portfolio. The new MFDs and colour printers should be available across the Middle East by the end of this year, once OKI’s channel appointment phase has been completed. OKI’s Executive Series initially comprises the firm’s ES1624, ES1624 MFP, ES2426, ES3640, ES3640e and ES3640e MFD models. This product range kicks off with an A4 printer that handles 16 pages per minute (ppm) in colour, and extends to an A3 MFP that provides 36ppm in colour. Every product in the range features OKI’s single pass digital LED technology, while the ES3640e and ES3640e MFDs also add EFI’s Fiery technology, which provides users with a suite of print control and job management utilities. “Convergence in the marketplace is providing an excellent opportunity for the region’s office automation channel to take a fresh look at what their customers want, and that’s colour,” Ross surmised. “Customers today are looking for ways to maximise their investment. So a printer or MFP that not only offers premium performance, but empowers them to create professional colour documents in-house – thus minimising outsourcing expenditure – makes good business sense.”

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