The launch last week of Lexmark's Z series of colour printers has firmly entrenched the vendor in the SOHO market with price and performance improvements.
Consumer product manager for printers, John Fragiadakis, explained that Lexmark is relying on a value proposition to sell its new range of products.
`The Z51 10ppm, 1200dpi printer with the new Accu-feed paper system at $499 is great value. A few years ago you couldn't buy a fast high resolution printer for less than $1500. We have upped-the-ante on our competitors by offering value at competitive prices.'
Lexmark is targeting the SOHO market with the Z31 and the Z51 through distributors Tech Pacific and Synnex, and is claiming to offer higher margins and a fuss-free product to its channel partners.
`We changed the replacement warranty so printers are sent direct to Lexmark and not to the reseller,' he said. It means resellers can get on with selling and don't have to fuss with problem printers under warranty. `All the customers need do is ring and ask the reseller for more ink cartridges,' he added.
Fragiadakis explained over the past four years there have been a number of technological advances which Lexmark has incorporated into the Z series.
One of those improvements is the Accu-feed paper system which sits on top of the paper feeding it over the ink heads rather than pushing it from behind a roller. The system came about after Lexmark noticed there was a high level of customer complaints about printer paper handling.
Lexmark has also improved its ink quality from a G3 to a G5 rating.
1200 x 1200dpi
10ppm in black
5ppm in colour
Accu-feed paper system (Can take up to 100 sheets of paper and up to 560gsm)USB interfaceOne click driver installation6 colour Photo cartridge - optional.