Epson targets new verticals with fresh dealer strategy

Epson targets new verticals with fresh dealer strategy

Printer vendor predicts strong growth in the architecture, engineering, construction (AES), Geographic information system (GIS) and print shop markets

Printer vendor, Epson, is on the hunt for new dealers to target the architecture, engineering, construction (AES), geographic information system (GIS) and print shop markets.

According to Epson business solutions unit manager, Craig Heckenberg, the push to build its channel coincides with the launch of two new products suited to its target verticals, the Stylus Pro 7700 and the Stylus Pro 9700.

The vendor has brought on business development manager, Jim Walsh, to start developing a channel based around the large-format range.

“Our current large format channel strategy is based around partnering with specialised dealers who can offer a level of pre- and post-sales support, and also integrate our printers into a solution,” Heckenberg said. “We’ll use the same philosophy in this channel but we’ll look to expand with new partners.”

Epson was searching its dealer listings for at least 12 suitable partners, but will also welcome new companies to the table, Heckenberg said.

“We’re not limiting ourselves to a particular number because what you find with these markets is once you start delving into it a little further, you find smaller segments,” he said.

“In our large format area, we’ve roughly seen a 15 per cent increase [in the past 12 months]. We see some great growth in the market. We’ve appointed Jim to start with, so that’s a fairly good sign we’re comfortable with where we’re going with our product and we’re comfortable with the market.”

To assist partners, Epson will launch a range of marketing programs and promotions around the new products. These will include bundles as well as joint promotions with other software companies, Heckenberg said.

“We are going to be directing a large amount of our marketing budget next year over to the developing of the new markets as well as defending our existing ones,” he said.

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