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European market size and potential

Chris Owen
According to recent reports from industry leading analysts IDC, the value of the business inkjet printer market in EMEA was €326M in the year ending in late 2010, which represents a 42% growth rate when compared to the same period a year previously*. This marks a significant upturn, and showcases how the inkjet market is growing faster than that of laser in Europe, offering a huge business opportunity for resellers across the region.

That the growth of the market has coincided with the initial stages of economic recovery is an important factor to consider - as businesses look toward long term value over short term cost, total cost of ownership is becoming a key strategic consideration across all IT and facilities management related decisions.

Increasingly end users are prepared to invest in more expensive hardware at the outset; financial outlay which is offset by delivering more cost efficient long term results through longer life cycles, lower maintenance requirements, and ultimately lower cost-per-page results than those of less expensive equivalent devices.

The printer and supplies purchasing decision is one which sits frequently across both facilities management and the IT departments;  a situation which few other such decisions find themselves in and one we will explore later on this site. Because of this, resellers need to understand how to talk to both of these departments in order to aid them in selling the decision internally, and turn what some perceive as a commodity purchase into a strategic business decision, in both the short and long term.

However, the statistics from IDC suggest that this shift towards printing becoming a strategic business decision, taken at a higher level than simply supplies purchasing, is driving growth in the market.

This growth is a huge business opportunity for resellers, not only in direct revenue terms, but also in positioning your business as a strategic extension to your customer's own - become more than a reseller, and more of a partner who can be relied upon to manage a printer and supplies portfolio.

(*figures from IDC WW Hardcopy Tracker, Euro 2010 Business Inkjet Market)
Related Topics: Desktop PCs, VIEW ALL TOPICS

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