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Dell targets consumers with own-brand printer

Dell targets consumers with own-brand printer

Dell could take a large chunk of the local multi-function printer market with its first entry-level inkjet in New Zealand.

The company has sold its own brand printers in other countries, but this is the first time the company will offer printers here.

Telanches Sun, peripherals analyst with IDC New Zealand says in a report that the new printer will be attractive to Dell’s home and small business users.

“IDC believes that with an attractive PC and printer bundling strategy, consumers will potentially be interested to spend an extra hundred dollars and get themselves not only an aesthetically pleasing but also a capable inkjet multifunctional printer. With Dell coming on board, Hewlett-Packard is no longer the only printer vendor that has the capability to bundle its own branded PCs and printers,” he says.

HP’s local public relations company's official response on behalf of the printer giant is “no comment”.

Dell has previously bundled Lexmark printers in New Zealand but this is the first time the online-based vendor is offering its own solution.

Sun says by selling online Dell could miss out on some customers.

“As many New Zealand consumers prefer to do their electronic gear shopping in local retail stores, Dell might miss out [on] good sales opportunities from the channels side of the market. In addition, PCs and printers normally have relatively long sales cycles with customers accepting delivery of goods over a few days.

"Consumables, on the other hand, are often needed within a day. Unlike most other printer vendors such as Epson, whose cartridges can be purchased at the closest electronic retail store, Dell's cartridges have to be ordered online, which could imply a certain level of inconvenience when the printer cartridges are running out,” he says.

Dell is currently selling the printer at $159, a price that drops to below $100 when bundled with other goods.


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