Easy printing makes an easy sell

Easy printing makes an easy sell

Ease of use in a printer can help resellers focus on value-add installations, according to Fuji Xerox Phaser Printing.

The company has just launched its new Phaser 860 colour printer, which it believes will give its channel partners the opportunity to sell a high-quality colour solution without the headaches often associated with colour laser installations.

"Ease of use translates to the reseller as a simple sale," explained Xerox's product marketing manager for solid ink technology, Steffen Nelson. "When a product like this goes up against a laser, it is much easier to sell. It incorporates only five components compared to around nine parts for most laser printers, most of which are environmentally unfriendly and usually require user intervention.

"Ultimately customers don't want to buy a service that includes the management of printers. The printer is not always the focus of the whole solution a reseller offers, so an easy sell means resellers can focus on the services that are their value add," Nelson said.

Unlike laser printers, the Phaser 860 uses the new ColourStix II Solid Ink system. Fuji Xerox Phaser Printing is offering free black ink with the system, which is predominantly targeted at the small-to-medium business sector.

"SMBs are really our largest target sector and we rely on the reseller channel to deliver to these customers," Nelson said. "Typically, SMBs buy a colour printer for external communications such as brochures and newsletters, so they need print quality to represent them well."

The new offering will also be targeted at larger corporations that are increasingly buying colour printers for use in their everyday printing requirements, as well as the government and graphic arts sectors.

Marketing manager for Asia Pacific Neale Gallagher said that while the monochrome laser market was still growing across certain segments in Australia, colour printing has the biggest potential.

"The market still has a long way to go, but the colour market has the biggest growth potential even though it only accounts for 1-2 per cent of overall sales," he said.

The vendor believes the print quality of the new offering is superior to both inkjet and laser colour printing options. It will also offer less stock hassles, Nelson added.

"There are fewer consumer SKUs (stock keeping units) to sell with the printer, but the costs per page are roughly the same. Therefore resellers have less SKUs to deal with for the same basic revenue stream."

Phaser 860 features include:

- TekColour correction.

- ICC colour press profiles.

- Pantone certification.

- sRGB colour matching.

- Printing Scout software.

- Automatic two-sided printing.

- 1200dpi print resolution.

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