Epson converts compatible sellers into its partners

While most printer vendors are taking sellers of compatible cartridges
head-on, Epson India is trying to convert them into its authorized partners.
Currently, the company has 43 percent market share of the consumables business
pie and wants to take this up to 50 percent by 2006.

The company has 115 Epson Authorized Consumable partners (EACP) in Mumbai
itself, while nationally the count is above 450. "Till a year ago, we had
just eight EACPs, but we are adding more to this network continuously,"
noted Pramila Nair, Manager-Consumables, Epson India. The consumables program
has three category of partners: the resellers who distribute in the market, the
corporate players who service focused accounts and retail partners who are also
labeled as Epson Genuine Consumables Centers.

Rather than competing with the compatible resellers, the vendor realized that
it was better off, if it brought them over to its side. This is why it is busy
educating this channel about why selling vendor cartridges are a viable
proposition for them as well.

Epson is already running several educative seminars for these partners, who
range from retailers to stationery mart owners. To start with these seminars
emphasize on why Epson printers are a better alternative than compatibles.

For instance, the Micro-Pizo head in Epson printers is permanent, unlike
thermal print heads, which every cartridge comes with a new print head. In the
case of Epson printers, the head is fixed and the cartridges are standalones.

"Therefore the cartridge has to be consistent and non-granular in
nature, to ensure that the print head is not damaged, which is likely in the
case of a compatible cartridge," explained Nair. Epson is also underlining
its support policy that states that warranty is void if a compatible has been
used in the printer.

Epson is also holding loyalty programs for its consumables channel like
gifting silver coins or offering bundling options.

Vinita Bhatia

Mumbai