Lexmark looks to other markets

Lexmark is driving printing devices that can connect to the Internet and print documents remotely via smartphones.

Todd Hamblin, Lexmark vice president and general manager for sales and marketing, in a visit to SA, told ITWeb that Lexmark is investing in research and development to go beyond traditional ink and laser printing and to move towards services and broad Web-based solutions and applications.

Hamblin explains that Lexmark is now competing more directly with copier and fax companies such as Xerox.

Earlier this year, Lexmark revealed that it had made a definitive agreement to acquire enterprise content management software and solutions provider Perceptive Software in a cash transaction valued at approximately $280 million.

“Perceptive has a good footprint in North America and an expanding footprint in Western Europe,” explains Hamblin. “Strategically, this fits well for both companies and it's an indication of the direction that Lexmark is going beyond printing.”

In the consumer and small and medium enterprise (SME) space, Hamblin says the convergence of the Internet and mobile devices has motivated Lexmark to adapt its technology to work in this wirelessly connected world.

In a demonstration, Hamblin showed how its Platinum Pro 905 inkjet printer for SMEs has a built-in touch screen interface, similar to an iPhone. In addition, the device can directly connect to the Internet and convert documents into PDF or JPG format. The device can also send e-mails and allows a user to print a document directly from an iPhone.

“Complex machines are becoming simpler to operate,” says Hamblin. “This allows our customers to manage printing workflows, save time and money and they can focus their time on the core functions of the business.”

Hamblin adds that Lexmark is focusing on the SME sector: “Central to our strategy is to address the most demanding print and imaging environments in enterprises around the world, we solve their printing problems and we take that knowledge and bring it to SMEs. This allows us to give SMEs solutions that we've been providing to large enterprises, at an affordable cost.”

According to Hamblin, Lexmark is reducing the energy consumption and the cost of ink in its products. “There will never be a paperless office, however, Lexmark printers are enabling companies to achieve a 30% cost savings just by eliminating waste in their current printing system.”

Hamblin explains that Lexmark doesn't forecast companies going completely paperless in the near future, but he notes that it has forced printing companies to become more innovative in the printing devices they manufacture.

Hamblin says: “The entire worldwide economy was difficult last year, despite SA faring better than most. 2009 wasn't a growth year for printing. However, we have seen a rebound in growth sales this year.

“Technology in the last year has advanced so rapidly. While the market has grown, we believe there is still some hesitation for the global economy and some people have delayed their purchases and device refreshes. When it comes to printing, small investments can save a business a lot, it can save on printing costs, time and energy.”