Lexmark International is hoping to give its inkjet division
a facelift with a name change to better reflect its strategy and product
offerings.
The division, previously named the Consumer Products
Division has been renamed the Imaging Solutions Division.
Executive Vice President Paul Rooke, who heads the division,
said that since 2007, Lexmark, “has been transitioning our CPD business from a
low-end, low-usage consumer-focused business to a business with higher-value,
higher-usage inkjet devices designed to meet the needs of small office/home
office and small to midsized business customers.”
Since 2005, the company’s inkjet division has struggled.
End-users were buying printers, which were often sold for such low price points
that Lexmark made little to no profit on the printers. However, the profits
would be made up in printing behaviours and cartridge sales. However, this plan
did not come to fruition. Consumers are not printing enough.
Because of this, Lexmark has walked away from 20-30 percent
of it inkjet printer sales. And instead has focused more on higher-usage
products, like all-in-ones