Samsung sets its sights on HP’s printer dominance

Samsung is looking to unseat rival HP from its printer throne, one of its senior executives told IT Weekly. While the South Korean electronics company only launched its printer range in 2000 — compared to HP, which first sold printers in the 1980s — it can already claim to have achieved 70% unit growth sold every year since.

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By  Diana Milne Published  October 16, 2005

Samsung is looking to unseat rival HP from its printer throne, one of its senior executives told IT Weekly. While the South Korean electronics company only launched its printer range in 2000 — compared to HP, which first sold printers in the 1980s — it can already claim to have achieved 70% unit growth sold every year since. And now it plans to attack its main rival and to become a top-tier printer manufacturer by 2010. The vice president of Samsung’s digital printing division, Byoungbai Yoon, said: “There are several ways in which we aim to beat HP. One way is through our channel strategy. HP sells its products through multi-distributors who are all competing with each other to sell the same products. But Samsung will appoint just one distributor per country and we will continue with this policy until we get a market share of at least 35%,” he claimed. “We also want to increase the brand recognition of Samsung Printers. We plan to do this by increasing our investment in advertising,” Yoon said. “We will continue to focus on our corporate resellers in the Middle East and will, through them, approach corporate organisations as well as the public sector.” He also added that the company plans to add digital convergence technology into its printer range. By December, Samsung will have launched its smallest colour laser printer and its 20-page-per-minute colour laser printer. Both products should be available in the Middle East by January and include the colour saver button featured on all Samsung printers — another weapon in its fight against HP. “We are planning to attack the high-end HP inkjet printers,” said Yoon. “All our printers have a colour saver button. “This means they can be used for 40% longer than HP printers,” he added. Yoon is confident that the company’s competitive strategy will be successful. “The amount we have invested in R&D is a lot more than that invested by our competitors,” he claimed.

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