Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements

Transcription

1 Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements Each new generation of office output technology has the potential to change the structure of the industry. Advances in engine design, marking materials, media, and controllers create new economics and opportunities for the industry. With the migration to connected digital copier/ printers almost complete, the next big thing in the office will be the migration to "universal" copiers and printers (UCPs) capable of printing or copying competitvely in color as well as black & white. Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 1

2 INTRODUCTION The office output market has experienced a few significant transitions over the past 10 years, and new product categories have created important opportunities for growing revenue and market share. During these transition periods, unique opportunities exist to sell new equipment and capture incremental market share. Digital and multifunction product innovations over the past five years have provided customers with a compelling reason to purchase new office equipment. As the installed base is turned over, however, the impact of this value proposition will diminish. Shift in Office Pages 100% 100% Multi Function 80% Analog 80% 60% 40% 60% 40% Single Function 20% Digital 20% 0% % The industry also needs new sources of revenue, especially more valuable color pages. With continued improvements in speed, equipment costs, operating costs, paper handling, reliability, and other important factors, color output in the office is expected to grow nearly 10 times faster than black & white output. Annual Growth Rate of Office Pages 2001 to % 25% 20% 15% 10% 5% 0% Black & White Office Pages Color Office Pages List Price ($000) $80 $60 $40 $20 $0 New UCP Equipment Price Curves Old Pricing Curve Xerox DC 1632 Canon Xerox CLC 1150 DC 2240 KyoceraMita FS 5016 New Pricing Curve Minolta CF Color Print/Copy Speed CLC 5000 Konica 8050 Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 2

3 As each new color engine platform establishes benchmarks for price and performance, the potential exists to capture pages produced in centralized locations and to migrate pages to color from black & white devices. Vendors without competitive product offerings in the emerging universal copier and printer (UCP) segment risk losing office equipment share and page volume. Offset Press Workgroup Universal Copier/Printer Short run printing Faster turnaround Lower costs Better paper handling Larger documents Faster Lower print costs Digital Production Personal Universal Copiers and Printers (UCPs): Devices that can print and/or copy in black & white and color with similar functionality and costs of dedicated devices. UCPs represent the best opportunity for sustained growth in office equipment placements and service/supplies revenue streams. There are millions of workgroup copiers and printers installed worldwide producing billions of pages per year. Moving a portion of this installed base to universal devices and a portion of the page volume to color would be worth billions of dollars to equipment manufacturers, supplies vendors, and the distribution channel. More importantly, those vendors that best understand the nature of this window of opportunity realize that it represents a unique period to gain share in an increasingly competitive market. This study provides companies with the in-depth research and analysis to guide their product development, pricing, marketing, and distribution strategies. Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 3

4 CRITICAL QUESTIONS ANSWERED AS PART OF THIS STUDY This study will answer the many critical questions facing your organization today related to your UCP product development, sales, and marketing initiatives, including: How does the market segment by key customer and product attributes? What is customer interest in this product concept? What are the key product features that customers require? What is the value or premium that customers are willing to pay for functionality? What are the key price points for black & white and color pages? What will be the monthly output volume mix by function and color? What are the paper handling requirements (size, media type, finishing) What will be the impact on traditional devices? Which market segments are most receptive in this class of device? What are the top applications that determine a customer's product requirements? What is the opportunity to migrate pages back into the office? What are customer awareness and perceptions of key brands for this class of device? What are the most important factors in selecting a supplier? What are the critical requirements for dealers to successfully sell into this market? What is the business case for moving to this new class of equipment? What are customer requirements for service and support? What are the key document services and software required as part of the solution? Who are the key decision-makers and what are the right marketing messages to stimulate interest and demand? What are the differences by major geographic market? Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 4

5 PROJECT OBJECTIVES This study is designed to help technology vendors and distributors of office copying and printing equipment enter and succeed in this market. The results of this study will provide necessary information to help you: Segment the market Size and forecast the worldwide market opportunity Assess product requirements Determine pricing strategies Understand the impact on conventional products Determine service and support requirements Understand customer perceptions and requirements by major geographic region Identify the key cross over applications Understand the business case for migrating to universal devices Improve sales and marketing activities in key market segments Understand opportunities and requirements for document software and services MARKET SIZE AND FORECAST BY PRODUCT SEGMENTS CAP Ventures will provide a worldwide market size and forecast for universal office copying/printing equipment, services, and supplies by key product segments. CAP Ventures will focus on the workgroup office environment for equipment that produces between 10 and 70 ppm. The forecast will include placements, installed base, and revenue projections for each of the categories. Particular emphasis will be placed on understanding the rate of transition from single-function and conventional multifunctional devices. CAP Ventures will also forecast demand by major geographic market segments, including: North America Western Europe Japan Rest of World Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 5

6 MARKET SEGMENTATION AND PROFILES CAP Ventures will segment and profile the workgroup copier and printer market by environment and type of end customer. These markets account for the majority of equipment placements. These profiles will help companies understand the product requirements and key selling messages. Company Size â Small â Medium-sized â Large Environments â Small Workgroup (4 to 24) â Large Workgroup (25+) Markets â Financial services â Manufacturing â Government/education â Retail â Healthcare â Professional services â Other Profile elements â Description â Population of companies by size â Penetration of output devices â Vendor awareness, perceptions, and preferences â Brand share â Purchase intentions â Applications â Decision-maker for technology purchases â Operating profile - AMPV - Equipment - Sounce of volume (print, copy, outsource) Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 6

7 APPLICATION REQUIREMENTS AND ANALYSIS CAP Ventures will develop profiles of the leading applications that account for the majority of office output. These profiles will help companies understand the product requirements and key selling messages. Applications â Brochures/marketing collateral â Direct mail â Financial â Forms/letterhead â General office â Manuals and technical documentation â Newsletters â Presentations â Reports Analysis Elements â Print quality â Run lengths â Duplex â Paper requirements (e.g. grades, basis weights, sheet size) â Finishing (e.g. in-line, types of finishing) â Percentage of total print volume PRODUCT REQUIREMENTS AND ADOPTION SCENARIOS CAP Ventures will analyze customer product requirements and adoption scenarios based on different product and pricing developments. Key elements of the analysis will include: Product features â Speed â AMPV â Quality â Paper handling â Networking â Copy, printer, fax functions Pricing (equipment vs. running costs) Adoption rate Volume shift (e.g. from inkjet, color laser, black & white devices) Insourcing of color copying and offset printing volume Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 7

8 MARKET RESEARCH The research will include an extensive review of existing research and many interviews with technology vendors, resellers, and end-users across a variety of markets and companies. Ultimately, the research will identify market segments, critical success factors, customer requirements, usage patterns, purchase plans, and other items that will drive vendors' product, service, marketing, and sales activities. SECONDARY RESEARCH CAP Ventures has conducted extensive research over the last 24 months with technology vendors, document service providers, and print customers. The data was categorized in terms of vertical industry, company size, and environment (office, data center and publishing). Relevant research reports that we can leverage as part of this study include: Black And White Print On Demand* Color Opportunities Among Large Corporations* Document Management Applications & Vertical Markets* The New Corporate Print Customer* On Demand Printing Opportunities: The Manufacturing Industry On Demand Printing Opportunities: The Healthcare Industry The Workgroup Color Study* Digital Peripherals and Print On Demand Market Forecasts Document Outsourcing in Focus *200+ page research reports based on at least 200 structured interviews. We will also thoroughly examine existing market information on key applications, market segments, competitors, and product categories. CAP Ventures anticipates utilizing a variety of sources that include: Industry trade associations Published industry reports Periodicals and trade articles User groups Web sites Department of Commerce Bureau of Labor Statistics Industry databases Vendor white papers Research reports TECHNOLOGY VENDOR INTERVIEWS CAP Ventures will speak with appropriate product planning managers and marketing executives from leading office equipment technology vendors. The intent is to understand their perspective on technology development, product configurations, pricing, distribution, and market development issues. Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 8

9 PERSONAL INTERVIEWS WITH OFFICE EQUIPMENT DECISION-MAKERS (15) CAP Ventures will conduct a series of 15 in-depth personal interviews with office equipment decision-makers and document owners with different equipment profiles in key market segments. The interviews will primarily be conducted with mid-sized and large companies accross the major geographic regions (North America, Europe, Japan) in key vertical industries (e.g. financial services, government, healthcare, manufacturing, professional services, retail). STRUCTURED SURVEYS WITH OFFICE EQUIPMENT DEALERS (50) CAP Ventures will interview 50 dealers and resellers that are selling black & white and color office copiers and printers in the United States. The purpose of these interviews will be to understand the perspectives that the dealer channel has relating to: Features Pricing Volume Reliability Ease of use Impact on other product lines Willingness to work with new vendors Requirements to maximize success Major obstacles and challenges Marketing STRUCTURED SURVEYS WITH OFFICE EQUIPMENT DECISION-MAKERS (750) Following the in-depth interviews, CAP Ventures will conduct structured surveys with approximately 750 office equipment decision-makers and influencers across North America, Western Europe, and Japan. The end-user research will be essential in determining market interest, product requirements, price sensitivity, applications, brand preferences, channel preferences, and other factors influencing the adoption of universal office output equipment. CAP Ventures will conduct the interviews in the native language of each country and anticipates that the distribution of interviews will include: North America: 300 Western Europe: 300 Japan: 150 The end-user survey will contain two sections. The first section will capture information on company profiles, applications, outsourcing, use of color, interest in product concept, brand awareness, and a variety of related items found in typical surveys. The second section of the structured survey will focus on understanding specific product requirements, price sensitivity, likelihood to purchase, brand preference, channel preference, and other factors associated with the product features and supplier. Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 9

10 ANALYSIS AND PROJECT DELIVERABLES We will conduct an extensive analysis of the desk research, personal interviews, and structured surveys to develop a comprehensive understanding of the opportunities and issues for document technology and service providers. Clients will receive a combination of reports, presentation material, and research data for senior management, product managers and planners, and sales and marketing executives. The material will include: An executive summary that addresses key issues, findings, and overall recommendations A detailed written report (at least 150 pages) with text, charts, and graphs addressing the objectives of the study A set of presentation-style overheads for internal communication of the research results A data book of the survey tabulations for additional analysis of key questions and market segments PROJECT SCHEDULE CAP Ventures intends to start the project in September Based on the following schedule, the project will be completed with material distributed by the first quarter of Throughout the project, CAP Ventures will issue regular updates on the status of the project. MILESTONE COMPLETION COMPLETION Desk research October, 2003 Personal interviews with end-users October Interviews with dealers November 750 interviews with end-users December Data analysis and report development January Report delivery February, 2004 Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 10

11 PROJECT FEES The project fee is based on when the client signs up to participate and the number of geographic regions with detailed data tabulations. Before After 10/15/03 10/15/03 Worldwide report plus detailed data for one region (e.g., North America) $19,995 $24,995 Detailed data tabulations - Europe $5,000 $6,500 Detailed data tabulations - Japan $5,000 $6,500 Total Worldwide report plus all regional data tabulations $29,995 $37,995 A personal presentation is available for $2,000 plus travel expenses. A company may co-fund the participation fee across multiple business units and/or geographic regions. Each location will receive a copy of the report and data tabulations. Clients that sign up prior to October 15, 2003 will also have the opportunity to review and provide input to the structured questionnaire. Clients will be billed 50% of the project fee upon initiation of the contract and 50% upon delivery of the report. Universal Office Copiers & Printers: Worldwide Market Opportunities and Product Requirements 11

12 CAP Ventures is a strategic consulting firm for providers and users of business communication technologies and services. We deliver the key research, analysis, forecasting, benchmarking, and strategy recommendations to make a competitive difference in our clients businesses. Additional information about CAP Ventures is available on the Web at: CAP Ventures 600 Cordwainer Drive Norwell, MA Tel: Fax: info@capv.com