Lexmark vows to step up Middle East game

Printing and consumables manufacturer Lexmark has strongly pronounced its commitment to the Middle East, which means partners can now expect to see the firm develop its channel breadth in the search for growth.

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By  Julian Pletts Published  August 5, 2008

Printing and consumables manufacturer Lexmark has strongly pronounced its commitment to the Middle East, which means partners can now expect to see the firm develop its channel breadth in the search for growth.

Lexmark's international bosses have returned to the war room to re-assess how it views its Middle East and Africa business.

In the process of pushing pawns around the map, the company now feels the Middle East market warrants just as much respect, and the channel just as much encouragement and support, as it affords to traditionally more developed markets.

Antenello Cardone, VP for the CEMEA region at Lexmark, is now confident that Middle East consumer, SMB and enterprise clients are showing sophisticated demand for printing and consumables products.

"I do not think here in the Middle East that they have different requirements to the consumers and businesses in Europe," explained Cardone.

This maturity on the part of the end-users is the main reason that Lexmark continues to insist that high-end printers and consumables are the best products for the channel to invest in, despite the fact that there are many emerging markets in the region and the admission from Cardone that enterprises here are likely to be using the type of middle-of-the-range printers found in the SMB segment in Europe or the US.

"We do not have any specific products for the emerging markets per se, but with these countries it is important to establish a way of negotiating and agreeing with partners specific activities that provide a way of offering the same product."

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