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Ricoh wants to be player on the low-end market

Friday 21 July, 2006

Ricoh has said that it compares itself with Hewlett Packard (HP) to judge its performance in the low-end printer market.

With Ricoh soon to release a new range of printers aimed at the low-cost desktop printer market, the company has suggested that it sees HP as the target to aim for in terms of success.

"We are trying to benchmark ourselves against [HP] because it is the market leader," Sofia Dahlqvist, Ricoh's dealer channel marketing manager, told website CRN.

The news comes as Ricoh readies itself for the September launch of its new GelSprinters, third-generation printers that it is hoping will allow it to become a strong presence in the low-end market.

Industry analysts have suggested that the GelSprinters will have to make those selling them a decent return or else the new printers, which Ricoh is hoping will challenge HP printers for a spot on consumer's desks, could fall flat on their paper trays.

If this doesn't happen, the printers "could quickly gather dust on real and virtual shelves", analyst Philip Grote told CRN.


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