Identifying the Business Inkjet Value Gap

Transcription

1 A Questex Company Identifying the Business Inkjet Value Gap A Global Study for Business Inkjet and Laser Vendors Office Technology & Services A Multi-Client Study

2 I d e n t i f y i n g t h e B u s i n e s s I n k j e t V a l u e G a p Introduction In 2012, InfoTrends completed a global study of laser and inkjet customers to answer the following question: Is Inkjet Printing Technology Ready to Transform the Office Printing Environment? One finding from the study was that seeing is believing when it comes to convincing laser customers that business inkjet devices can meet their printing needs. The importance of this finding cannot be overstated. By seeing devices in action, laser customers are forced to start confronting some of the purchase decision biases they currently hold. For ink to make a meaningful impact on laser device shipments, InfoTrends believes it is customer biases rather than technology capabilities that will hold the key to success. A 2006 article in the Harvard Business Review Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption goes right to the heart of the challenge. In the article the author, John T. Gourville, explains that providers of new technology, enthused about their innovation, often overvalue the benefits of their offering. Conversely, the customer has a tendency to overvalue the benefits they derive from incumbent technology. The result is a value gap between the providers of new technology and the customer. Applying this to the laser and business inkjet printing market, laser customers may irrationally overvalue laser print appearance, permanence, paper, or other factors while undervaluing feaures of business inkjet devices. Similarly business inkjet technology providers, currently focusing on cost savings and environmental credentials, are potentially over-valuing these benefits. Since publication of the original study a number of significant new business inkjet announcements have been made, yet companies continue to struggle to make business inkjet the dominant marking technology in the office. This study seeks to (1) identify and quantify the biases held by buyers and users of office printing equipment around the world and (2) develop specific recommendations for accelerating adoption of business inkjet devices. Objectives The objective of this study is to identify and quantify the business inkjet value gap and translate these findings into a commercially actionable set of recommendations. The study will address the go- tomarket challenges arising from product and customer beliefs and biases surrounding laser and business inkjet technologies.

3 InfoTrends will establish the extent to which business inkjet technology demands a customer behavioral change as this will be critical to adoption time scales. The greater the requirement for behavioral change, the longer the adoption cycle. InfoTrends will incorporate all research data and findings into a forecast that shows an anticipated rate of future business inkjet growth/ adoption. InfoTrends will make recommendations to study subscribers on the following topics: How laser vendors can reinforce the laser ownership effect and maximize loss aversion How business inkjet vendors can shorten the adoption cycle and address pro- laser bias Segmentation of printer/mfp customers (segmentation research will be finding dependent) Print quality beliefs and expectations: - Quantification of print quality/what is good enough? - Does good enough differ by geographic region? Why Subscribe? The study focuses on buyer psychology and resultant purchase behavior. It carries significant strategic product planning and operational go-to-market value. Global headquarters, regional centers, and local operating companies will all benefit from the insights this study will deliver. With the focus on buyer belief and subsequent behavior the study will be highly relevant for both the laser and business ink communities. Laser vendors will be able to identify areas where customers believe they would suffer the greatest loss relative to a business inkjet alternative. Business inkjet vendors will understand more clearly the magnitude of the business ink challenge. They will be equipped with customer insight that enables buyer perceptions, preconceptions, false beliefs, and biases to be addressed in the most effective manner through product development and customer communication activities. Critical Issues Addressed Who is the customer for current business inkjet? (Who buys?) - To what extent are business inkjet devices finding their way into business environments? - What is the ratio between genuine business use and consumer use? - Are there differences between page-wide business inkjet customers and serial business inkjet customers? What are primary purchase and usage motivators for business ink and laser devices for business use? (What is currently valued? What biases exist?) Is page-wide business inkjet print quality acceptable for business users? (What is the perceived value of laser print relative to business inkjet?) - Are there regional print quality biases or preferences? - Is there an image quality/cost-per-page (or cost of ownership) trade- off? - Is there a tipping point for cost over print quality?

4 Market Research Analysis & Deliverables This is a global study with all primary research being conducted in 7 markets. The markets represent both mature/ advanced markets and emerging/ highergrowth markets. Primary research will be conducted in: Brazil Mexico China United Kingdom Germany United States India Primary Research Web-based surveys of 700 printer/mfp purchase decision makers and influencers including: Web Survey Group business inkjet printer & MFP customers on their experience with current products (50 in each market) Web Survey Group A4 laser printer & MFP customers on their experience with current laser products and attitude towards business inkjet (50 in each market) In- person Research Group Print quality acceptance of 400 business print users (laser and inkjet) Business Inkjet Vendor and Manufacturer Interviews Interviews will be conducted as required/dictated by the needs of the project Secondary Research Detailed analysis of all available sources including the original 2012 study, InfoTrends prior research, gover nment sources, trade bodies, industry data, etc. InfoTrends will perform an analysis of the research findings to develop an understanding of issues surrounding business ink adoption in the office. The report will contain recommendations for laser vendors on how to preserve the status quo and maximize ownership effect and customer loss aversion. The report will also contain recommendations for business inkjet vendors on how to frame the business ink conversation to best address any customer biases whether in favor of laser and/or against business inkjet. The project will be delivered in written format and provided as a PDF file. All results from the primary market research surveys will be converted into graphical charts and provided in PowerPoint format. A global forecast for business inkjet future shipments will be provided in Excel pivot table format and organized by geographic region. To maximize client value a comprehensive debrief presentation and Q&A session will be provided via a web/conference call. Terms and Conditions Liability for Advice All reasonable efforts will be made by InfoTrends to ensure the completeness and accuracy of the information contained in written and oral reports in connection with the proposed study. No liability can be accepted by InfoTrends for the results of any actions taken by the client in connection with such information, opinions, or advice.

5 Copyrights About InfoTrends InfoTrends retains all copyrights. The reproduction of any material is prohibited without written consent from InfoTrends. Confidentiality InfoTrends will use its best efforts to ensure that any confidential information obtained about the client and its business during the course of the proposed study is not, unless agreed otherwise in advance, disclosed to any third party without the prior written permission of the client. InfoTrends retains the right to re-use any non-proprietary information as part of its ongoing analysis of the office automation and printing and publishing industries. Terms Clients may have other business units co-fund the study and receive a copy of the report at no additional charge. InfoTrends invoices the first half of the fee upon initiation of the contract and the second half upon delivery of the report. InfoTrends is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Headquarters U.S. 97 Libbey Industrial Parkway Weymouth, MA USA info@infotrends.com Europe 960 Capability Green Luton, Beds LU1 3PE United Kingdom euro.info@infotrends.com Japan Ebisu IS Bldg. 8F Ebisu, Shibuya-ku Tokyo Japan info@infotrends.co.jp

6 Subscribe Today! D o n t m i s s t h e o p p o r t u n i t y t o o b t a i n r e s e a r c h t h a t w i l l p r o v i d e y o u w i t h a n s w e r s t o c r i t i c a l c u s t o m e r a d o p t i o n q u e s t i o n s a r o u n d b u s i n e s s i n k. Authorization Form Global study includes 7 markets: Brazil, China, Germany, India, Mexico, the United Kingdom, and the United States Subscriber Rate $34, 995 Subscribers will receive: Written report detailing key findings and recommendations Primary market research findings delivered as a PowerPoint presentation (data tabulations in Excel on request) Print sample feedback Global forecast for business inkjet future shipments organized by geographic region (Excel pivot table) Web/conference call debrief and Q&A Purchase order number Signature Name Title Company Address City, State, Zip Country Telephone the completed form to sales@infotrends.com or fax to