Samsung re-thinks its ink and printer business

Samsung Canada, one of the top monitor makers, is attempting to grow its profile in the printer market by developing a new partner program for this product segment.

Greg Milkovich, executive director of IT sales and marketing for Samsung Electronics Canada, Inc., said Samsung has to gain momentum

in the marketplace against notable competitors such as Hewlett-Packard and Lexmark.

Besides releasing a new printer lineup, consisting of mono-lasers, multi-function printers and a new sub $1,000 colour laser printer, Samsung has also developed a new partner program that will include Air Miles.

Samsung resellers earn Air Miles from product sales and from participating in Samsung training programs.

Air Miles, created by the Loyalty Group back in 1992, can be redeemed for more than 500 different items across the country.

“”More work is needed to attract VARs. We are making a big push towards that. We need to solidify the partners we have and get more share from our loyal partners,”” Milkovich said.

He added the rewards program will be an incentive for Samsung resellers to introduce new printers to their existing customer base.

Outside of Canada, Samsung is the No. 2 mono laser printer maker and places third in MFP, Milkovich said.

Bill Fournier, senior market analyst at Evans Research said Samsung’s printer products address key business demands at a price point that is affordable to SOHO, small and mid-sized businesses.

Milkovich added resellers will also be able to leverage Samsung LCD products when trying to sell Samsung printers.

While Milkovich did not want to divulge the margin potential, he did say combining the margin off the printer, consumables and the air miles loyalty program will be “”very good.””

Samsung Canada is also being aggressive in the technology side of its printer offering. Its entry-level mono 1740 printer is priced under $200. Its flagship CLP-500 sub-$1,000 colour laser printer comes with built in duplexing and onsite service for the first year, a $400 plus value, according to Milkovich.

Also Samsung’s print engines comes with None Orbiting Noiseless Optical Imaging System (NO NOIS) technology, which reduces the amount of decibels.

“”NO NOIS is a new engine design with toner fixed in, and what it does is it provides better security and fewer moving parts. As a result, you get quieter operation at 48 decibels as opposed to 52 and you do not have to change the drum that often,”” Milkovich said.</

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