Assisted by the clout of its master distributor CHA, QMS is making its first foray into the Australian market. The printer vendor is putting its newest low-end desktop laser offering on shelves at 10 of the larger Dick Smith Electronics (DSE) Powerhouses around the country.
"We have never marketed ourselves before to the SME and SOHO markets, because we've never had the products to do so," said Greg Newham, QMS Australia's general manager.
"Those markets are now doing a lot of their computer shopping at stores like Dick Smith Powerhouses.
"If you don't have a retail presence with this sort of product, you are just not going to penetrate that end of the market," he said.
Newham added the plan is to eventually extend QMS's presence to all 150 or so of the electronics and computer retailer's stores.
"Unfortunately, we missed their Christmas catalogue, which is one of the reasons why we're not going into every store at this stage," he said.
The product QMS has targeted at the retail sector is the DeskLaser 600 - a six-page per minute printer selling at a tick under $500.
While the long-term plan is for QMS to have a variety of partners targeting the SOHO and consumer space, DSE is the first to experience the concerted push.
"Our niche has previously been as a supplier of quality high-end network printers and expensive colour laser printers," said Newham. "We now have very affordable colour laser printers and this desktop laser opens new markets for us.
"The DeskLaser 600 has been very successful for us in Europe."
"For the moment, we have only selected Dick Smith to be our partner in this market," Newham said. "They hold some competing product and they do carry other more expensive desktop lasers, but this will give them the opportunity to have a value laser product at a very competitive price."
Newham said QMS has been selling products at small dealerships and the DeskLaser 600 suits those channels as well. Features of the product that will be of most interest to retail buyers will be its price-to-performance ratio and small footprint.
"It is designed to be the ideal accompaniment for a small business that wants the speed of a laser printer at an affordable price. Meanwhile, it has a very small footprint that allows it to easily sit on a desk," he said.