HP sees a bigger picture for large format printers

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By  Published  September 15, 2006

HP is aiming to bolster its position in large format printer business in the Middle East by focusing on the creative market and through new channel engagements.

“We plan to really expand our leadership in the region in the coming months,” revealed Thomas Valjak, business manager, IPG Commercial Value for HP Middle East.

HP already has a strong position in the large format printer market in the Middle East. Its business has doubled in the region in the last three years and the company currently holds 70% overall share of the market with an 86% share in the market for technical applications.

But with growth in the technical application markets expected to be relatively static — HP anticipates the compound annual growth rate (CAGR) for this segment at 1% to US$734m in 2007 — the company is now turning its attention to focus on the creative market.

HP is predicting 10% growth in its creative division year-on-year to reach a projected US$270m in 2007. It currently holds a 38% share in the graphics market.

“We see further opportunities coming up [in this segment] through additional investment in product as well as relations with channels,” Valjak said.

“We clearly see a future for us with graphic design. We have been putting the right focus and right investment [here] and will continue to invest in this area,” added Amr Hassan, general manager for IPG, HP Middle East.

Developing new channel partnerships is another key focus. Egypt and Saudi Arabia are considered good opportunities and the company has recently added some new partners, Valjak revealed, although he did not disclose the firms’ names.

HP Middle East, the largest technology and solutions provider in the Middle East, currently has 45 partners in the region.

To boost its profile in the Middle East, HP held its annual Europe, Middle East and Africa (EMEA) Large Format Printer Academy for the first time this year outside of Europe.

The two-day event took place in Dubai earlier this month and the firm claimed that almost 400 companies from 37 countries attended.

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