High-end dot-matrix printer manufacturer,Lipi Data Systems, has strengthened
its focus on laser printers by introducing a new range of printers. Until
recently, Lipi was focusing only on high-end impact printers. But realizing the
growing potential of laser printers in the corporate, government and SME
segment, it has devised new plans.
However, Lipi prefers to continue in the high-end market even in the laser
printer segment. "We are doing this because we find there are not many
players in the high-end product category," says Mukal Singhal, JMD, Lipi
Data.
As part of its latest focus, it has introduced continuous-feed laser printers
for the first time in India in association with Printer Systems International of
Germany.
It also added few more models to its color laser printer range, which was
introduced few months ago in a distribution arrangement with Tally Computer
Printers of Germany.
As of now, two models (24 ppm and 63 ppm) are available in
the continuous-feed laser printers category. By the end of May, the company
plans to introduce reseller schemes.
he company intends to penetrate the high-end laser market
with an aggressive pricing strategy. The entry- level high-end color laser model
T-8006 is aggressively priced at Rs 1 lakh, which according to Singhal, is the
lowest among comparative brands. "We have the price advantage and with this
we can go anywhere from small to big customer," he adds.
According to him, the laser printer market is picking up and
he is confident that Lipi’s price advantage, high quality and low per page
cost will help them achieve 10 percent marketshare by next year.
NELSON JOHNY
MUMBAI