WITH the launch of its latest mid-range colour laser printer, Xerox has changed its approach to distribution of some of its desktop products in Hong Kong and worldwide.
Starting last week, the new Xerox 4900 Color Laser Printer and the 4500 Desktop Network Printer launched earlier this summer will be primarily sold through distribution channels rather than directly by Xerox.
This marks a shift of strategy for the company which traditionally has sold its products directly. It also serves as an acknowledgement of the trend for most network products to be sold through dealer channels.
According to Debby Chan, Xerox's marketing manager for colour and network products, the market is clearly leaning towards channel distribution.
'In order to have the best coverage in the desktop publishing market, we are changing our strategy and will pass leads to the dealers,' Ms Chan said. 'Ninety per cent of all network printers are bought from dealers.' The new 4900 Color Laser Printer will be sold through channels and it represents what the company believes is a significant technological advantage in the mid-range colour laser printer market.
'The benefit is that we are faster, and this [printer] has many other functions,' Ms Chan said, adding that Xerox's main competition, QMS produced printers as much as one page per minute slower than the 4900.
Xerox hopes its new $99,800 printer will be a success in small advertising agencies and businesses, but has not positioned the product against high-end proofing printers, where Xerox traditionally has been a major player.