Xerox launches unique LED printer range

Kolkata: With an aim to increase its market share in the 11-20 ppm category for the SMB and enterprise segments, Xerox India has launched a range of new printers using the LED technology.

Titled HI Q series, the printer portfolio comprises of three work centers coming in 7425, 7428 and 7435 models. They offer a host of new features including online connectivity and security.

Commenting on the launch, Princy Bhatnagar, Director-Office Business Group, Xerox India said, “LED technology has gained prominence in the recent past due to its low cost of production and cost effectiveness. This technology will add to our diversified portfolio of products and will drive innovation, moving in tune with our philosophy to constantly innovate for enhanced customer experience.”

In this effort, the company has announced a 14-city launch event, to make its channel partners and clients understand the benefits of LED technology.

“We never insist on box-pushing techniques to maximize sales. It has always been our focus to concentrate on consumer segments to offer them the best in class price and technology, and this printer family is targeted to the SMB and enterprise level,” Bhatnagar added.

The company claims that HI Q technology, a modified version of the LED technology offers cost advantage of upto 20 percent saving on opex with environment-friendly technology. As the cost of manufacturing with LED technology is less, Xerox is offering a price advantage for this printer range incomparable to other technology available. Also, improvisation has been made by better edge enhancement, 1,200x2,400 dpi resolution, better registration and half toning enhancement.

Speaking over the printer's features, Bhatnagar added, “The printer offers security features like access card registration, common access card support and hard disk encryption. Also, the printer is able to connect to the Internet and download the latest edition of The Wall Street Journal automatically everyday once programmed. The printer uses 66 percent lesser power and is based on green technology using recycled plastic items and offering a virtual sleep mode.”

Exploiting on these features, Xerox will be adopting a different marketing approach in the SMB and enterprise sector, a company official revealed.

Although laser printers continue to dominate the market and IDC has predicted the overall market share for A3 color and monochrome printers at Rs 943 crore, Xerox India is very optimistic about the new launch.

Commenting on the market dynamics, Bhatnagar added, “Although laser printers continue to dominate the market, I am optimistic about a shift in demand from 1-10 ppm product category migrating to 11-20 ppm one in the next six months”.

Company officials said that the 11-20 ppm category is expected to grow at 30 percent YoY and Xerox's focus will be to take the lead in this category through their superior product range.