By Kim Yoo-chul
Fuji Xerox, a leading printer manufacturer, is aiming for a bigger share of the nation’s printer market with the launch of its latest budget models.
Fuji’s printer and multifunction business has so far traditionally concentrated on devices mostly aimed at mid-range and high-end markets only. Officials say the release of the entry-level printers is part of a strategy to expand business from the ``value market’’ to the ``volume market,’’ where users demand high print quality, ease of use and eco-friendliness.
In line with this new business shift, it has introduced six DocuPrint laser printers ranging from single-function monochrome machines to multifunction color offerings.
These will be based on S-LED (self-scanning light-emitting diode) technology, formerly found only in its premium office machines. The company said the use of S-LED with other proprietary technologies will make it possible for its range of printers to provide high reliability and strengthened performance, while maintaining a small footprint and low cost of ownership.
In a technical term, S-LED is much smaller than conventional laser mechanisms in that it frees up room for an additional paper tray within the same device.
On Thursday, it introduced the six models, which it claims are ``the industry’s smallest.’’
``Fuji is coming with high-end technology in low-end products and the company believes in the S-LED print-head that simplifies the mechanism and saves space, in addition to eco-toning technology,’’ said James Henderson, Fuji’s President of printers, in a press conference held in Seoul.
In conventional printers, Fuji said it will adopt its EA-Eco toner technology. The technology cuts carbon dioxide emissions during use, and officials say the device requires less toner powder.
``With the entry-models, Fuji will drive up competition in the market in which Hewlett-Packard (HP) and Samsung Electronics are leading the way,’’ according to the executive.
The models feature an advanced energy-saving performance with up to a 40-percent cut in power consumption.
Currently, HP is the biggest laser printer in Asia-Pacific in the below $400 price with Samsung maintaining second. Fuji, which is seeing consistent growth in the Asia-Pacific, forecasts the global printer market to grow by 7 percent on a yearly basis until 2014. It also expects the market size to increase to 36 million from 28 million at the same time.
``Emerging nations including South Korea are showing a recovery from the financial turmoil,’’ said one company official.