Recently published research of BMI-TechKnowledge (BMI-T) shows significant upward movement for South Africa`s new kid on the printing block, Xerox. Donald Goldfain, GM of the local Xerox Channels Group subsidiary, fully expects this movement to continue unabated for the foreseeable future.
Citing "The South African Annual Desktop Printer Report - March 1999", Goldfain finds it remarkable that Xerox is already rated above such companies as IBM, Epson, Canon and QMS in the local laser market. "And we are already ranked fifth in the inkjet stakes," he says. "We fully expected it, but not quite so soon," he says.
"If one considers that these figures only represent our first eight months trading - two-thirds of a year as opposed to the full 12 months our competitors had. It boggles the mind to think what next year may bring," continues Goldfain.
Loretta Pein, research analyst at BMI-T and author of the report, attributes the Xerox success as a laser brand to three factors: the establishment of a channel-centric business; meeting of targets set; and identification of market areas not addressed by competitive manufacturers.
Goldfain agrees, particularly with Pein`s last point. "We were the first to market with a 40ppm (page per minute) network laser printer and we priced it to compete with the 32ppm models from our competitors," he explains.
Looking to the inkjet sector, Goldfain is equally positive about the success until now and the prospect of further success. "The report calls us an awakening aggressor," he says. "I like that and I look forward to seeing what we are called next year, once initiatives such as our Xtraordinary Partner Performer programme begin to bear fruit."
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