Fuji Xerox Printer eyes niche market

Fuji Xerox Printer eyes niche market

The Jakarta Post, Jakarta

Printer manufacturer Fuji Xerox Printers (FXP) is eying the
growing market of small offices, home offices (SOHO) and home
users in an effort to increase sales by between 30 percent and 40
percent this year.

"We have never targeted the low-end market before but we see a
golden opportunity, especially in the growing color laser printer
market," FXP ASEAN general manager and director Jeffrey Tan said
The Jakarta Post on Tuesday.

He said the company grew by almost 40 percent in Indonesia
last year, a result partly due to weak sales in 2003.

Tan said color printers had become more affordable for the
low-end market due to decreasing production costs. There was also
a growing trend of SOHOs and home users to switch from black-and-
white printers to color ones.

"That is why Xerox has launched the DocuPrint C525A laser
printer with a price of US$580," he said.

Tan said that in the fourth quarter last year, FXP had an 11
percent market share in Indonesia.

"That put us in third place after Hewlett-Packard and Samsung
in the laser printer segment," he said.

He said Thailand was the largest market in the Association of
Southeast Asian Nations (ASEAN), followed by Indonesia. (004)