EMEA sees launch of OKI’s Executive Series in Dubai

OKI Printing Solutions has unveiled details of a major new product strategy that will enable the company to enter the region’s office automation market and provide high-end colour printers that will offer better price performance than traditional colour copiers.

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By  Vijaya Cherian Published  September 27, 2005

OKI Printing Solutions has unveiled details of a major new product strategy that will enable the company to enter the region’s office automation market and provide high-end colour printers that will offer better price performance than traditional colour copiers. OKI distributors from Europe, Middle East and Africa had gathered in Dubai earlier this month for a large-scale event to officially launch the OKI ‘Executive Series’ range of multifunction products and colour printers across the EMEA region. “This is very important 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,” says John Ross, general manager Middle East, OKI Printing Solutions. “As part of our global strategy, it is our intention to approach our existing channel base in the region and assess their capabilities in this new market segment and accordingly train and authorise them. In some cases, we will be looking at appointing new distributors who will focus purely on this product line in their respective markets,” adds Ross. OKI has developed the Executive Series in consultation with office automation dealers, ensuring the programme is tailored to meet the channel’s business requirements while also complementing its existing product portfolio. The new products wil be available in the Middle East by the end of this year once the channel appointment phase has been finalised. OKI’s Executive Series includes a range of products, initially comprising the ES1624, ES1624 MFP, ES2426, ES3640, ES3640e and ES3640e MFP. The range starts with an A4 printer that handles 16 pages per minute in colour, and extends to an A3 MFP that provides 36ppm in colour. Every product in the range adheres to OKI’s single pass digital LED technology, which provides a flat paper path for faster speeds, fewer paper jams and high quality mono and colour printing. “Convergence provides an excellent opportunity for the region’s office automation channel to take a fresh look at what their customers want — and that’s colour. A printer or MFP that offers premium performance and empowers people to create professional colour documents in-house makes good business sense,” adds Ross.

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