Samsung trains its eyes on SMB segments

CHENNAI, INDIA: Samsung India had conducted a channel meet in Chennai recently, where it announced that its printer division is working towards strengthening its focus on the SMB segment.

The meet was held to launch the company’s new range of printers among the Tamil Nadu channel. The company claims that it was able to emerge from its image of being a player in the entry-level printer segment by enhancing its product range. “We have a series of printers to cater to SOHO, SMB or corporate level,” informed Uday Bhatt, GM—IT Division, Samsung India Electronics.

To support its new printer range, Samsung also launched a new communication campaign—‘Say Hello to Printelligence’ for both its customers and channel. The campaign encourages customers to use Samsung printers that are based on the principal of intelligent technology, innovative design and the range of products that meet the requirement of customers.

While speaking at the event, Bhatt informed the channel that with the series of launches, Samsung is looking forward to being the second best player in this division.

To concentrate more on the SMB segment, Samsung has enhanced its corporate service team besides enhancing its product range. “We are looking at strengthening our presence in the SMB segment. We have enhanced our product lineup for them, and have enhanced the corporate service team by appointing a team of dedicated corporate service managers in all our 20 branch offices,” Bhatt claimed.

Speaking on Samsung’s shift from the economical or entry-level to the larger range of printers, Bhatt said, “We now have product offerings across all customer segments, and this provides our customers with a wide and cost-effective choice in streamlining their printing infrastructure and improving productivity.”

“With the launch of seven new printer models, our printer product portfolio now has expanded to 30 products across personal, network, color laser printers and MFP segments, ranging between Rs 5,299 to Rs 1,39,999. The key growth driver for us this year will be our enhanced product portfolio and increased channel engagement to reach out to all customer segments,” he added.

Besides expanding their product range, Samsung is also planning to expand their channel network across the country. Sharing the expansion plans, Bhatt said, “We are planning to widen our channel network to gain a 26 percent share of the Indian printer market. Also, we have plans to set-up 10 IT brand shops over the next six to eight months to give consumers a complete idea of our IT product portfolio, including printers and LCD monitors.”

Samsung’s printer division has done huge business in the first half of 2008 and the company is expecting a 100 percent growth in the printer business this year.

Bhatt also claimed that Tamil Nadu has topped the printer business across the country for 2008 and was confident that his channels would continue this momentum. For this fiscal, Samsung has planned to expand further in tier-2 and 3 cities.