The cost of printing

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John Ross, general manager, Middle East, India, North East Africa, OKI Printing Solutions, explains why consumers should pay more attention to Total Cost of Ownership (TCO).

How would you describe your position in the Middle East printer market?

Since OKI opened its Middle East office in November 2005, the company has seen strong expansion of its market share in the fast-growing markets of the Middle East. Figures from market analyst and research house IDC show that OKI has built its regional share to become the clear market challenger in a number of regional colour printing markets.

OKI has performed well and has been very successful over the past few years here in the Middle East, which has been capped with the phenomenal 58% market growth in the region from calendar year 2006 to 2007.

We are among the top manufacturers of the Dot Matrix printers and IDC numbers for Q2 2008 shows that OKI has retained second ranking in the business professional colour laser printer market and achieved 12% market share in a market which grew by 10% on the same period in 2007.

What strategy are you focusing on at the moment?

At OKI, we don't sell boxes we sell integrated printing solutions, so our strategy continues to focus on educating our audience on how to boost their business efficiencies by deploying the right printing solutions and through the correct usage of colours.

We believe that this can be achieved by focusing on our regional and local channel partners and providing them with the needed tools of training and support to deliver best practices to the end user.

What should consumers focus on when buying any kind of printer device?

There are several things that consumers should consider before buying any printer.

The first thing they should consider is TCO (total cost of ownership); they have to consider all running costs before buying a printer for example: consumables (Toner, Image drum, fusing units, etc.), media plus the initial cost of buying the machine.

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