Printers with punch

Analysts are forecasting that the Middle East printing market will see growth again this year as the industry begins to recover. With that in mind, we pinned down six of the region’s top printing hardware providers and asked them to shine the spotlight on a big-hitting printer model that will make the channel money.

Tags: Epson UKHP Middle EastOki Electric Industry CompanyPrinterSamsung CorporationXerox Corporation
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Printers with punch Mehdi Heidari, business head printers, Samsung Gulf.
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By  Andrew Seymour Published  August 16, 2010

HP: Amin Mortazavi, general manager Imaging and Printing Group (IPG)
Printer model: Photosmart Wireless e-All-in-One printer
Word on margin: ‘Printing flexibility offers differentiator to competing products’

Target market: Our new range of ePrint printers, including the HP Photosmart Wireless e-All-in-One, Premium e-All-in-One, Plus e-All-in-One and the Premium Fax e-All-in-One, is targeted at all customers, since this range of printers incorporates new technology that will benefit users across all markets.

Info to include in sales pitch: With the new HP ePrint range, users have an incredible degree of flexibility to print from the web, their mobile phone and even remotely when away on business, for instance. This is a big point of difference when compared to competing products here in the UAE. Consumers have the freedom to access content and print without a PC. This can be achieved through HP ePrint from any mobile device or by touching a variety of customisable apps and printing options on the printer’s intuitive HP TouchSmart screen. Every HP ePrint printer has a unique simple e-mail address that allows the sender to deliver a print the same way they would send an e-mail message. Users are able to store documents or files in the cloud and print direct when needed.

Essential sales skills: Knowledge of HP printers and ePrint technology would help to sell the products. A customer may require further explanation of the benefits of ePrint. HP resellers enjoy high levels of product training, support and online resources so that they are knowledgeable in all features and benefits relating to the product range.

OKI Printing Solutions: John Ross, regional general manager
Printer model: C510dn desktop colour printer
Word on margin: ‘Partners are always well-compensated and well-trained’

Target market: It’s targeted at people who are looking for an affordable desktop colour printer that is fast enough to share with a team and tough enough to take on heavy workloads. It’s perfect for SMBs since this versatile, compact printer comes with a range of advanced productivity features including double-sided printing and built-in networking, plus a full three-year warranty at no extra cost.

Info to include in sales pitch: The fact that the C510dn includes a unique set of software designed to help users get the most from their product and investment. These advanced utilities come as standard in the box and deliver increased printing power and management control. Also, the Template Manager allows users to create a wide range of specialist documents including business cards, CD labels and a whole range of office stationary. The Print Control and Colour Access Policy Manager software generates detailed reports for assigning costs to individuals and work groups as well as manages access permission and volume limits by user, PC, file type and more.

Essential sales skills: Resellers need to be able to communicate the features of the C510dn accurately and focus on the fact that it meets consumers’ needs since this machine practically sells itself if it’s aimed at the right target. It offers users true versatility because of its high-definition toner that produces vibrant, saturated colour with a stylish glossy finish and an ability to print a huge range of high quality single and double-sided documents.

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