Printer vendor Tektronix last week appointed Express Data as its second distributor of colour printers. Express Data joins Tech Pacific as Tektronix bids for a larger share of the colour printing market. According to Tektronix officials, the signing of Express Data should consolidate the vendor's current 30 per cent share in the colour printing market, while plans are also under way to further strengthen its channel strategy, according to national sales and marketing manager David Bates.
This will include a national broadening of its reseller base through Express Data contacts.
One of the attractions of Express Data for Tektronix was its willingness to use these reseller relationships to "recruit people who sell monochrome printers and convert them to colour", claimed Tektronix's marketing manager, Neale Gallagher.
Express Data hopes to begin this process by focusing exclusively on Tektronix's product range and promoting what general manager Ross Cochrane believes is an "inexpensive colour printer line".
Cochrane envisaged that Tektronix colour printers in the $3000 to $20,000 range would take advantage of the waning monochrome market, a vulnerability which is accentuated by the plummeting prices of colour printers.