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HP to fortify channel infrastructure for laser printers

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DQW Bureau
New Update



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Wants to expand aggressively into C and D class cities

Dominating laser printer business with 73 percent marketshare
(according to IDC), HP India wants to broad base its activities in India. The
company has announced aggressive strategies for laser printer business for
2004-05 and is betting on channels to make it a success.

More than consolidating its position as a leader in this
segment, HP would look at increasing the reach and size of the market with
affordable solutions for the customers. Taking this forward, this year the
company will focus mainly on expanding to C and D class cities across the
country, which will be primary markets for its growth.

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Meanwhile, HP today launc-hed 23 new laser printers spanning
personal, workgroup and departmental segments, ranging from entry-level to
high-end models. The new portfolio comprises of LaserJet 9050 series, 2400
series, 4250 series, 4350 series, 1320 series and 1160 series.

Some of the key strategies announced for 2004-05 include setting
up more demo exper-ience units across the country, accelerate channel engagement
mainly with retail partners, channel education programs and structure programs
for partner profitability.

Elaborated Samir Shah, Country Category Manager (Shared Printing
and Connectivity - IPG), HP India Ltd, "HP has demonstrated its leadership
for over two decades offering innovative solutions at an affordable price and
last year, laser printer market as such has witnessed a tre-mendous growth from
12 to 19 percent in the overall printer market. The introduction of low-cost
entry-level printers fueled the growth and HP has always given products suiting
market requirements."

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HP is quite upbeat about the latest trends in laser printer
business and the company has registered 62 percent growth in this segment, as
against the industry average growth of 58 percent. "Our go-to market
strategy and channel net-working had helped to regis-ter impressive growth and
we will continue with this in full-steam in the coming years," he added.

Talking about the thrust into the C and D class cities, Shah
said, "We will fortify our channel infrastructure to have maximum reach in
these markets and we are bringing down the cost of laser prin-ters to make it
pervasive in the upcountry markets. HP has always been a diffe-rentiator in the
market with its technology and approach to business. In fact, our new products
launched today are priced cheaper when com-pared to earlier." The com-pany
is also eyeing the critical replacement market evan-gelizing with new tech
products.

DQW News Bureau

Chennai

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