POSITIONING PRINTING FOR THE FUTURE
Last year HP bought Samsung’s printer division in order to help create a more expansive lineup of A3 multifunction printers. This was the largest acquisition in HP’s history and is intended to be the base for its attempt to disrupt the current copier market by persuading all size businesses to use more cost-efficient MFPs in place of copiers.
HP CEO Dion Wisler says, “The Samsung deal allows us to deliver print innovation and create entirely new business opportunities with far better efficiency, security, and economics for customers.”
Samsung has long had a good A3 lineup and HP wanted to leverage that knowledge into their new portfolio of A3 devices.
In addition to the traditional mono and color LaserJet A3 products, HP will also offer Page Wide printers which utilize a stationary, margin-to-margin, print head to produce large volumes of pages rapidly. According to HP, Page Wide printers are more energy efficient than LaserJet products and more reliable as well, because they have fewer moving parts.
While small to medium sized businesses currently account for about 65 percent of the A3 global market, the new HP A3 and Page Wide devices will target small businesses with a few employees to large enterprises.
16 models come with security features designed to give printers the same kind of robust defenses PCs enjoy. Those include HP’s Sure Start technology, which validates the integrity of a printer’s onboard BIOS code, as well as runtime intrusion detection and whitelisting technologies already available on HP’s A4 products.
HP worked closely with their channel partners to assess their preferred tools and feature sets for business model devices. This method strengthened vendor/partner relationships and gave real focus to the design of the final portfolio.