Product category:
Inkjet, Laser, Digital, Thermal, Graphics, Wide Format Printing Systems
News Release from: Zebra Technologies Europe
Edited by the Printingtalk Editorial
Team on 21 April 2004
Wireless Printer Operation Basis For Big
Growth
Integrating technologies such as wireless and mobile will drive growth in printer sales over the next 12 months, believes Zebra Technologies, the supplier of business printing systems.
Integrating technologies such as wireless and mobile will drive growth in printer sales over the next 12 months, believes Zebra Technologies, the supplier of business printing systems Discussing Zebra's business strategy for 2004, managing director for Zebra EMEA, Rod Rodericks, said that new technology is creating a more business critical role for printers and are the key to generating new revenue streams in the market
This article was originally published on Printingtalk on 13 May 2004 at 8.00am (UK)
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Having invested heavily in developing such technology, Zebra has already started to see this growth, he added, whilst out of what was a saturated market a few years ago, the company saw a 30% in European printer sales in 2003.
"The new generation of print solutions are not about simply upgrading existing customers.
They have allowed our partners to approach customers with new and innovative ideas about how printers can be used to improve any number of business processes," said Rodericks.
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"Before now, printers were typically sold as a stand alone entity and were often an afterthought for the end user.
However, now that many companies are investing in wireless LANs (local area networks), printers are now expected to link directly into the core IT infrastructure.
More importantly, with embedded wireless, mobile and RFID (radio frequency identification) technology, printers themselves are providing the basis for a whole range of standalone business applications," he observed.
Over the past year, Zebra has been working with a variety of retailers, tourist attractions and public sector organisations to develop applications based on its mobile and wireless printers.
Over the next 12 months, Zebra's growth strategy will build on that momentum by continuing to invest in technology development and aims to have all its printers 'wireless-enabled' by 2005.
To take those products to market, Roderick said that Zebra would also be gearing up investment in its reseller partners.
"A different set of skills is required to sell this new generation of printers: not just technological expertise, but in order to pinpoint the opportunities, an understanding of the breadth of applications and how they fit with the business needs of various vertical sectors," he said.
"By equipping partners with these skills and helping identify potential sales opportunities, Zebra has seen its education campaign start to pay dividends.
Zebra has already seen new contracts with major companies secured by resellers," he added.
This year, as part of its channel support programme, Zebra is launching its 'Run with Zebra' roadshow.
The seminars are open to all resellers across Europe and are designed to offer a forum to explore the new technology and opportunities in the printer market.
An expanded business development team at Zebra will also support resellers.
The new team is tasked with gathering intelligence on major market drivers and seeking out opportunities for resellers in a variety of markets.
"Knowing the end-user markets inside out, and sharing this intelligence with our resellers, is crucial to Zebra's growth strategy.
The printer market is being transformed by new technologies and applications, and having invested in developing our printers, Zebra is well ahead of the game.
Our priority this year is helping our resellers maximise the opportunity," said Roderick.
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