HP targets SMB with innovative inkjets

HP is aiming at consolidating its inkjet printer market leadership position in India by targeting the ever-growing SMB market.

"Today SMBs want to grow very fast and are looking for products and solutions which offer efficiency and increased productivity. Keeping this in mind, HP has launched a new inkjet range( HP Officejet Pro X 500 and HP Officejet Pro Black & White) that allows SMBs to reduce costs while providing enhanced performance, thereby driving adoption of inkjets in Indian businesses," informs Nitin Hiranandani, director, printing system, PPS, HP India to The DQ Week at the sidelines of the launch in Delhi.

With HP having already aggressively targeted SMBs with laser printers at economically affordable pricing, the new range of inkjets might be cannibalizing into its laser market share. However, HP officially is making light of this possibility, their strategy being formulated on the premise that every business has a different need and HP has printing products to cater to both laser and inkjet to deliver as per the need of SMBs.

"The days of market segmentation by inkjet and laser are gradually getting over. And end of the day, whatever you sell, lasers or inkjets, the revenue comes to HP," laughs Hiranandani. HP Officejet Pro series, HP claims, is leading in inkjet innovation by offering professional color printing at high speed with better manageability at upto half the cost of laser printers.

According to Info Trends( December'12) business inkjet devices are expected to take a greater share of office printing market and will grow from 14.7 mn in 2011 to 18.9 mn in 2016 at a CAGR of 5.2%.

Hirnandani also informed that today access devices are changing and various kinds of form factors are available . To keep up with this demand, HP has positioned some of its laser products to provide this printing compatibility. Last but not the least, Hiranandani clarified HP's stand on reports carried recently in The DQ Week about HP's Anti-Counterfeit team raiding consumer and media dealers across the city. He mentioned that HP is actively pursuing legal action against parties who manufacture or sell counterfeit cartridges in India .

HP has also launched a channel education program to fight counterfeits in India and is seeking support from all stakeholders.