Static Control shouts recycle IT

Static Control, one of the world’s largest suppliers of consumables for the remanufacturing of laser cartridges, is at Gitex once again, to firmly position itself in the Middle East market.

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By  Vijaya Cherian Published  September 27, 2005

Static Control, one of the world’s largest suppliers of consumables for the remanufacturing of laser cartridges, is at Gitex once again, to firmly position itself in the Middle East market. The company uses Dubai as the hub for the Middle East and works in conjunction with local distributor, Proprint. “We see this as a very important market, which is why we come here every three months and visit our customers along with Proprint,” says Stuart Lacey, international sales director for Static Control. “We also realise that you need to be on the ground with your customers to understand their needs and tailor your solutions to their requirements,” he adds. Static Control has been coming to Gitex for the last five years. It supplies the parts that customers need to recycle/remanufacture cartridges. “The quality is good, if not better than the original. We have a turnover of US $300 million and we expect to see a further 40% growth in this particular sector,” explains Lacey. In an effort to supply a comprehensive solution to people who make remanufactured products, Static Control also has a division called Santronics, which is involved in the manufacture of aftermarket chip solutions. “If you open up an OEM printer, you will see a little proprietary microchip in them. This microchip comes with a lot of functionality and is embedded into the printer to improve the quality of printing. If you replace the OEM cartridge with a remanufactured one, you also need to replace the chip. Otherwise, you cannot remanufacture the product to a sufficient standard,” explains Lacey. Lacey claims that Static Control develops chips that are ‘forward compatible even if the OEM changes his firmware’. “We ensure this by understanding the process by which the cartridge and the printer talk to each other. We emulate the chips; we do not copy them. As a result, our chips are of a standard that are equivalent to that of the OEM product.” So far, the aftermarkets sector has been very small in the Middle East and amounts for only 10% of the total regional market but Lacey says this sector is growing very rapidly. The access to remanufactured products gives customers the flexibility to choose between an OEM product and a recycled product that will probably cost less. “You should be able to remanufacture a product for 25% less than the original and also have an equivalent if not a better product than the original. We spent US $60 million in just R&D every year and we release about 30 new products every month. We understand the business,” explains Lacey. Furthermore, the imaging supplies market for just laser cartridges is worth US $40 billion worldwide, according to Xerox, says Lacey. “In fact, Xerox expects it to increase by US $20 billion because of the introduction of colour and we want a share of that market” says Lacey. Static Control invites all remanufacturers to attend its free technical seminar, which will be held today at the Fairmont Hotel from 9 am-5 pm.

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