Introduction Objectives

Transcription

1 A Questex Company Business Inkjet Primary Research Study: Is Inkjet Ready to Transform the Office Printing Environment? Requirements for Sales and Marketing Success in the United States Business Inkjet Market Office Technology & Services

2 R e q u i r e m e n t s f o r S a l e s a n d M a r k e t i n g S u c c e s s i n t h e U n i t e d S t a t e s B u s i n e s s I n k j e t M a r k e t Introduction Inkjet marking technology has a long history in the document imaging market. Ink is an accepted technology in specialist devices, graphic-arts departments and professional print environments. Ink is also widely accepted as a technology in consumer-class products. However, inkjet technology accounts for a relatively small percentage of the United States SME/SMB and Enterprise print market. Previous InfoTrends research has confirmed the existence of a bias against ink technology within the United States IT decision maker and influencer community. Negative feelings towards inkjet technology also extend into traditional office equipment dealer channels. With a number of new and significant inkjet developments coming to market in the United States, InfoTrends believes inkjet technology will play an increasingly important role in mainstream office printing. To fully capitalize on the expected growth of the U.S. business inkjet Objectives The objective of the study is to provide sales and marketing insight and recommendations to those responsible for bringing to market, positioning and selling business inkjet devices in the U.S. This study will cover the following areas: Critical sales and marketing requirements for inkjet product acceptance in mainstream SME/SMB and Enterprise workgroup printing environments in the U. S. Identify the potential market size and forecast for business inkjet technology in the U.S. market. Recommendations for effectively positioning and selling business ink devices. Challenges around channel acceptance, and positioning alongside laser devices. Analysis of attitudes towards ink-based marking technology in the United States. market, vendors need to ensure their sales and marketing efforts resonate with customers.

3 Why Purchase? This study is highly relevant for strategic sales and marketing functions in the United States. The study is suitable for both inkjet technology companies and laser vendors given that the future acceptance of ink in the office will be of enormous importance for all vendors and OEMs. Critical Issues Addressed What sales and marketing strategies are required for customers to consider moving from laser to ink technology in the U.S. SME/SMB and Enterprise office environments? Does the new breed of inkjet devices being launched result in any change in customer perception of ink s suitability for office usage? (i.e, Memjet and HP s new page-wide array technology, Xerox solid ink, etc.) Customer acceptance and experiences of using current business inkjet products (i.e. users of models from HP, Brother, Canon, Xerox (solid ink), Dell, Epson, etc.) IT decision maker and influencer acceptance of ink as a printing technology in the office (i.e. cost per page, total cost of ownership, image quality, reliability, speed and performance compared with laser- based engines.) Inkjet device and feature-set requirements for office usage ( cost, quality, speed, supplies, TCO, etc.) Channel perception of ink-based office devices and willingness to embrace newer inkjet technologies. Market Research In November 2012, InfoTrends conducted a web-based survey of 51 existing business inkjet customers in the United States; a web-based survey of 99 non-business inkjet customers in the same market; and several qualitative interviews with channel partners in the United States. The research was part of a larger global study across 15 inter national markets. Primary Research Web-based surveys of purchasers of IT equipment (final decision makers and influencers) in the U.S. SME/ SMB and Enterprise environments: Research Group 1 A survey of 51 existing business inkjet customers in the United States on their experiences with their current inkjet products (e.g. HP, Canon, Brother, Dell Xerox, Epson business ink users) Research Group 2 A survey of 99 non-business inkjet customers in the United States to test unprompted acceptance of using inkjet technology in the office - These 99 respondents were then introduced to the latest business ink technology by video. - The idea of considering a business inkjet device was tested again after the video education to see if perceptions/ acceptance levels had changed.

4 Research Group 3 Selected interviews with channel players in the United States regarding their acceptance of ink devices from a technology and commercial perspective Secondary Research Detailed analysis of all available sources ranging from InfoTrends prior research, government sources, trade bodies, industry data, etc. Analysis & Project Deliverables InfoTrends performed an analysis of the research to develop an understanding of the go-to-market challenges and opportunities as well as issues surrounding business inkjet printing acceptance in office environments. The project is delivered in written format and provided as a PDF file. All results from the primary market research surveys have been converted into graphical charts and will be provided in PowerPoint format. A forecast for the market opportunity for business ink technology in the U.S. office environments is provided in Excel format. The size of inkjet market potential in relation to the laser market is clarified. Due to the nature of the business ink market and the broad range of product segments, this forecast is provided in a bespoke format for this study. It does not directly correspond to existing InfoTrends segmentation and forecasting formats. To maximize client value, the option to have a comprehensive on-site presentation, debrief and Q&A session is also available to purchase. 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. Copyrights InfoTrends retains all copyrights. The reproduction of any materials 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 InfoTrends invoices full payment upon delivery of the report.

5 About InfoTrends 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 Europe 960 Capability Green Luton, Beds LU1 3PE United Kingdom Japan Ebisu IS Bldg. 8F Ebisu, Shibuya-ku Tokyo Japan info@infotrends.co.jp

6 Business Inkjet Primary Research Study: Requirements for Sales and Marketing Success in the United States Business Inkjet Market Purchase 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 e n a b l e y o u r b u s i n e s s t o i d e n t i f y t h e c r i t i c a l f a c t o r s f o r s u c c e s s i n b r i n g i n g t o m a r k e t, p o s i t i o n i n g a n d s e l l i n g b u s i n e s s i n k j e t d e v i c e s i n t h e U n i t e d S t a t e s. Authorization Form Subscriber Rate $9, 995 Subscribers will receive: Extensive written report detailing InfoTrends analysis, key findings and recommendations Primary market research findings delivered as data tabulations and PowerPoint presentation Optional: On-site debrief presentation and Q&A - $1,500 Purchase order number Signature Name Title Company Address City, State, Zip Country Telephone the completed form to sales@infotrends.com or fax to