In an attempt to strengthen its position in what is a new market for Lexmark, the printer vendor has established a colour printer channel.
Calling it the Colour Centre program, Lexmark will rely on its resellers to convince customers of the viability of a colour Lexmark printer from a vendor that has traditionally focused on the monochrome and inkjet markets.
And according to Lexmark's Alan Macdonald, the best way to reach people in this space and build market share is through companies already focused on colour printers.
"Not only are they aware of current and emerging colour printer markets, they have the skills to communicate the benefits of Lexmark's range," Macdonald said.
In return for this expertise, Lexmark will offer its channel partners financial incentives, sales support, lead generation and on-site sales and technical training, as well as jointly pursuing new opportunities at trade shows.
Four resellers have already signed on for the program, including Colour Plus (with offices in Melbourne, Sydney and Brisbane), Sydney-based TFS and the ACT's Approved Systems and Dataflex.
Lexmark's entire range of colour printers will move through this channel, such as the OptraColor 45 Networkable inkjet, the Optra SC 1275 and the OptraColor 1200.