NEW DELHI: Xerox Modicorp Ltd. is all set to storm the SOHO market with
inkjet printers later this year. This will follow the worldwide launch of
Xerox's range of low-end inkjets next month. Xerox Modicorp is toying with the
idea of manufacturing the printers in the country. While the strategy for
marketing the printers is still underway, the company has firm plans of
capturing at least 15-20 per cent market share in India within the next two
According to Xerox Business India Group MD HN Nanani, with this launch, Xerox
Modicorp will be able to offer a comprehensive range of printers in India. The
company had recently launched the Docuprint series of network laser printers.
Explaining how the company will be able to achieve its targeted market share
in the low-end inkjet segment in the face of stiff competition from HP, Nanani
said, "We have certain in-built strengths. First of all, our indigenous
strength in marketing will help us to address the market better. Local value
addition can be done to the printers, if we decide on manufacturing them here.
As we also get duty benefits, we'll be able to offer a competitive price."
Elaborating on the company’s established sales and service network, Nanani
said, "We have 22 operational area offices and a very good reputation in
terms of after sales and service. Most companies don't have that kind of
reputation." A strong network for consumables and supplies is also an
advantage for Xerox Modicorp, he added. "It's not going to be an easy task.
That's why we have set a conservative target for the next two years."
A brand name for India has not been decided as yet. In the US, the printers
will in all probability be launched under the name, Blue Dog. However, Xerox
Modicorp is currently trying to find out if the name will click in India.
The company will of course need a large number of resellers for achieving
high volume sales. It plans to add more resellers after gauging the market size
The printers will be priced "competitively" with value for money as
the key focus. "By value for money, we mean advanced product features,
quality of the product, software bundled for performance, etc. It’s not just
the lower price that attracts people. In India, people are quite mathematical;
they weigh each and every thing before going in for a purchase. So, one need not
undercut the price to a large extent." The printers will be priced roughly
the same in India as in the US. Though reseller margins are higher in the US
compared to India, the additional costs of importing into India balance out the
Nanani did not disclose any of the special features attached to the printers.
Worldwide, however, the Xerox inkjets will include two new technologies–eXpress
Mode and InkLogic. eXpress enables the printer to offer business quality output
(comparable to normal mode). The machines also print 50 per cent faster than
other printers, thanks to the Xerox 'bidirectional printing' design, where
printheads can put down each line with just one pass over the page. Most other
printers have to go over a line twice to put down the necessary ink. InkLogic, a
patented color ink system, has four individual ink tanks–cyan, magenta, yellow
and black. This allows users to replace only the color that is empty, thus
Xerox’s inkjets are a result of a $2 billion collaboration between Fuji
Xerox, Xerox and Sharp. The agreement capitalizes on Xerox's brand, Sharp's
manufacturing expertise and Fuji Xerox's technological know-how and global