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 Khalil El-Dalu, general manager middle east, Epson.
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By  Andrew Seymour Published  August 16, 2010

Xerox: Dan Smith, GM, integrated marketing MEA
Printer model: WorkCentre 7120 colour laser MFP
Word on margin: ‘Strong opportunity for incremental profit and superior value proposition’

Target market: The Xerox WorkCentre 7120 is an entry-level A3 colour multifunction device. It is an ideal product for all customers, from SMBs to enterprises, and for all vertical sectors. The colour multifunction printer can let you print high-impact colour documents for presentations or budget charts. The product is targeted at a growing market space and offers low capital acquisition costs coupled with excellent total cost of ownership (TCO) opportunities.

Info to include in sales pitch: Features are varied and run from the standard imaging and printing to more process integration, cost management and device handling. The value in enrolling in the Xerox Engage Partner Programme is that resellers gain access to a suite of tools through our PartnerNet Portal. This includes a proposal generator allowing resellers to build and customise documents to focus on customer requirements and a ‘Why Xerox?’ tool allowing sales people to build their Xerox pitch. The WorkCentre 7120 uses Xerox’s emulsion aggregate high gloss (EA-HG) toner, not the usual laser toner that you can find at the nearest store.

Essential sales skills: The skills required are no more complicated than when selling any other IT equipment or software offering. The important thing in working with Xerox is access to our online training tools and also the face-to-face training, such as the Xerox Academy. This is a comprehensive programme to ensure that skills reside in the partners to sell independently, but assuring those partners receive constant support where required.

Canon: Vishal Gohel, LFP product manager B2B
Printer model: iPF8300 large format printer
Word on margin: ‘Profitability is attractive and channel support is flexible’

Target market: This product is targeted towards the high-end photographic or fine-art customer. It is also exceptional for proofing so anyone that wants the best quality available should look at what the iPF8300 can offer. It adds to an already extensive range of CAD, production and general use products that Canon can offer to LFP users.

Info to include in sales pitch: The biggest part of our new product is the print quality. However, there are also improvements in the handling and software aspect. One example is our Adobe Photoshop plug-in. With this tool, and the new LUCIA EX ink system, Canon is the only vendor that allows for 12-bit printing. In other words, the iPF8300 can handle over 40 times more colour tones, simultaneously, than any other brand. The iPF8300 also offers a ‘Hot Swap’ feature for the ink tanks. This means that if the machine runs out of a particular colour, the iPF8300 can continue printing. You can remove the old cartridge and replace it with a new one and there will be no pause from the machine. This is especially useful in busy environments.

Essential sales skills: Canon offers full product training for the imagePROGRAF models and for the third party suppliers that we work with. All we ask is our resellers show commitment, enthusiasm and hard work. If they possess these qualities, then we can create a partnership that generates profitable sales.

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