InfoTrends has announced a new study, Is Inkjet Printing Ready to Transform the US Office Printing Environment? This study identifies critical customer insight and recommends appropriate sales and marketing strategies for business inkjet providers as well as quantifies the placement opportunity for business inkjet technology in the US office environment.
In recent years, business inkjet printers and multifunctional peripherals (MFPs) have surpassed laser devices in the U.S. as the leading technology by unit shipment volume. In fact, InfoTrends estimates that business inkjet will represent 56 percent of all devices by 2016, compared to 44 percent for laser. For many years, the prevailing sentiment among many in the industry was that customers believe laser devices are most appropriate for workgroup office use, whereas inkjet technology is best suited to the home and small business environments. InfoTrends has believed for some time that there is an opportunity for inkjet technology to play a greater role in office printing.
InfoTrends asked survey respondents why they chose an inkjet device over a laser printing device. Results show that 77 percent of all respondents choosing an inkjet device over a laser device do so for some form of cost/price/running cost reason. This is a crucial insight. While customers are looking for certain levels of product performance, such as speed, reliability, and output quality, it would appear that the compelling reason for finally selecting inkjet ahead of laser is a desire to lower costs.
InfoTrends’ Is Inkjet Printing Ready to Transform the U.S. Office Printing Environment? explores several factors of the U.S. inkjet market including:
- Analysis of decision maker attitudes towards ink-based marking technology in the United States.
- Recommended sales and marketing strategies to influence perception and encourage a shift in purchase behavior.
- The product features, attributes, and functionality considered most important by mainstream small and medium business/enterprise (SMB/SME), and enterprise workgroup, printing customers across the United States.
- Size and forecast of the market opportunity for inkjet technology in the U.S. office printing market.