The OEM intends to more than double its share in the Indian MFP market by the end of 2017, as it grows its portfolio in the country.
It currently commands a 6 percent share, and has just launched five MFPs, including the e-STUDIO 2802AM series, which incorporates two A4-size compact devices that can print in A3 as well, Business Today reported.
The A3 output is enabled by a built-in stack feed bypass, while the built-in reversing automatic document feeder (RADF) allows for A3 scanning. The devices are priced at Rs35,000 ($523,000/€481,000) and upwards.
DNA India reported Isao Sugehara, Toshiba TEC Corporation’s Chief Marketing Executive, as saying: “We used to be number one in the Indian market till 2008 but after that we lost share. In the last two years, we have revamped our strategy and studied deeper into customers’ requirements.
“While the Indian customer is price-conscious, he is also value-conscious and what is important is also the total cost of ownership.”
He expects the new printers will have major success in the SME market, and said that the Indian A3 printer market size in the country was about 120,000 units in 2014, while the A4 market is three to five times that size.
Sugehara explained: “Often, companies are forced to buy A3 printers even though the requirement is small. This is a problem that we want to solve. The current market of MFPs in India in the year 2014 was 1.2 lakhs units. Even through corporates are moving towards paperless policy and schools towards digital interactive lessons, the demand for printing has neither increased nor decreased.”
He also believes there is greater demand from tier two, three and four cities, and from entry level and medium enterprises. Upcoming devices are intended to have an easy set up which will reduce needs for servicing in the future.
Also hoping to double its share in India is “late entrant” Brother, looking to grow its seven percent share in the monochrome sector. Efforts by the OEM to work towards a manufacturing facility there have so far been hampered by taxation and infrastructure issues.