...in the ‘h’igh ‘p’owered segment? Nah!
The Xerox versus HP war was never
confined to just few products, with HP dominating printing & imagining market and Xerox the vendor-supplier market. The two companies have left no stone unturned in overpowering each other in terms of market share. In order to challenge Hewlett-Packard, Xerox recently launched its new solid-ink line of printers. This launch seems to be an answer to HP’s launch of Print 2.0 series of printers coupled with a whopping $300 million marketing campaign.
Xerox is trying to tap those entire customer who are price sensitive and would like ‘more for less’. Interestingly, the new line of printer, the Phaser 8860 from Xerox prints in colour for cost of black & white printers. The new-improved technology used in this series of printers reduces the printing cost by almost $0.05 per page. However, there are some issues pertaining to the technology used in manufacturing of ink by that of HP and Xerox. “HP chose not to adopt solid-ink technology long ago because it requires more energy and as such the process uses approximately triple the power consumption. It is somewhat surprising why Xerox would choose to use solid ink technology...” said Kakuni Mahto of HP to 4Ps, B&M.
With HP controlling 40% of the global office laser printer market and Xerox merely 10%, this launch can definitely alter the market share. This launch has definitely put Xerox in a good competitive situation but the popularity of HP’s printers is again tough to shudder.
For Complete IIPM Article, Click on IIPM ArticleThe Xerox versus HP war was never
confined to just few products, with HP dominating printing & imagining market and Xerox the vendor-supplier market. The two companies have left no stone unturned in overpowering each other in terms of market share. In order to challenge Hewlett-Packard, Xerox recently launched its new solid-ink line of printers. This launch seems to be an answer to HP’s launch of Print 2.0 series of printers coupled with a whopping $300 million marketing campaign.Xerox is trying to tap those entire customer who are price sensitive and would like ‘more for less’. Interestingly, the new line of printer, the Phaser 8860 from Xerox prints in colour for cost of black & white printers. The new-improved technology used in this series of printers reduces the printing cost by almost $0.05 per page. However, there are some issues pertaining to the technology used in manufacturing of ink by that of HP and Xerox. “HP chose not to adopt solid-ink technology long ago because it requires more energy and as such the process uses approximately triple the power consumption. It is somewhat surprising why Xerox would choose to use solid ink technology...” said Kakuni Mahto of HP to 4Ps, B&M.
With HP controlling 40% of the global office laser printer market and Xerox merely 10%, this launch can definitely alter the market share. This launch has definitely put Xerox in a good competitive situation but the popularity of HP’s printers is again tough to shudder.
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
