Vincent Sim, General Manager of Fuji Xerox Printer Channel for Asean, said: “The company has observed a shifting trend by small and medium business and home users from purchasing inkjet printers to laser printers with higher printing speeds and lower cost of ownership.”
IDC has reported a 29 percent increase in the sale of single-function laser printers in the Philippines from that of last year while sales of single-function inkjet printers saw a growth of only 15 percent.
Fuji Xerox is intentionally marketing these smaller, more affordable laser printers at both the domestic and professional markets with a particular emphasis being put on female customers.
The Inquirer reported that the company made this marketing decision based on data from a survey that was conducted by Pew Research Center in the US, which found that more than 43 percent of household IT purchases were made by women. Also, in the Philippines, a 2009 study shows a growing trend of Filipino women becoming entrepreneurs.
It seems that Fuji Xerox is successfully exploiting the changing demographics of developing markets.
Fuji Xerox, is a partnership between Japanese company Fuji and American OEM Xerox that was founded with the goal of developing sales of imaging and printing technology in the Asia-pacific region. Fuji has the controlling share of this venture with a 75 stake in the partnership.