Wireless printing is Lexmark’s goal for driving growth. It is what people call its ace in the hole.
Lexmark is a strong No. 2 against rival HP and believes that wireless printing can make an impact in the market.
At the head of this charge in Canada is Paul Patterson, manager of marketing and communications for Lexmark.
Lexmark in 2007 took a major leap forward in the printing market. While other manufacturer’s focused on core elements of printing such as colour printing, MFPs, and pay for print models, Lexmark made wireless a key element to its overall product strategy along with lowering prices and ease of use.
The company also launched a slew of new wireless based products beginning at $79. This at a time when wireless multifunction printers cost three times more than regular MFPs.
Lexmark has a method to the unique path it took. For example, by 2010 research firm IDC predicts more than 93 per cent of homes around the world will be wireless.
Currently there are 55 million wireless homes in North America and Europe.
The barrier for wireless printing has always been affordability and, to a certain extent, complexity. Lexmark in 2007 broke through that barrier with a $300 wireless printer.
Patterson said wireless laser solutions depend on the vertical market.
“If a customer is looking for what works within healthcare, financial or banking, we can provide it because we are strong in vertical applications and software. We can custom make solutions for more effective wireless printing,” he said.
The only thing holding back wireless printing from being accepted by the mainstream is complexity of the installation, something Patterson and the team are working on for 2008.
