ONE challenge Fuji Xerox Printers faces is the widely held perception that it only offers high-end products.
This is according to the company’s Sydney-based marketing manger for Australia and New Zealand, Patrick Amate.
“Many people do not realise we have a product for them. The challenge is to let them know we do,” he says.
To do this the company is working closer with resellers to win new customers together, especially on products such as the Phaser range, which require more of a solution sell.
Fuji Xerox positions itself as an alternative brand to resellers who are disenchanted with other vendors and provides them with an opportunity to offer customers something different, says Amate.
The company showed off its credentials to resellers at a recent Auckland roadshow, where it highlighted some of the breakthrough technology in its latest products.
Many of the products on show at the event were world firsts, and it was important to expose these to the New Zealand market, says Amate.
One such product is the WorkCentre C2424, the first multifunction printer (MFP) to use the company’s proprietary solid, polymer-based ink, which was previously found only in Fuji Xerox’s single-function laser printers and is used instead of power-based toner.
The machine delivers high-end performance at a price which small to medium-sized companies can afford, says Amate.
It prints up to 24 colour pages a minute and features the fastest first-page-out speed of any device in its class at six seconds, he adds.
Under a current promotion resellers can buy a C2424 for demonstration purposes at half price after placing one order for the machine.
The next generation of the company’s solid-ink A4 colour printers, the Phaser 8500 and 8550, also feature breakthrough speed and performance, says Amate.
The 8550 features print speeds of up to 30 colour pages a minute with a first-page-out speed of five seconds.
“This is faster than 95% of other laser printers,” says Amate.
Fuji Xerox also demonstrated how it has integrated the new EFI Fiery network print server into its Phaser 7750 range at the event.
Aimed at the high-end graphics arts industry, the bundle features a suite of tools to create, print and manage precise quality control and consistency of images.
“The Fiery does the colour processing to ensure very accurate output of colour prints,” says Amate.
At the lower end of the scale, the company also recently introduced its DocuPrint 203A and 204A monochrome laser printers, which cater for the small and home office (SOHO) market.
Retailing at $396 the 204A is designed as the best-value personal network printer for this market, says Amate. The 203A sells for $184 — another breakthrough price, he says.