HP’s 2515
The OEM’s Ink Advantage programme targets consumers with vouchers to ensure printer purchases.
CRN reports that the Ink Advantage scheme will gift consumers in India with gift vouchers worth Rs 1,000 ($18/€14) for Titan products, which include watches, bags, wallets and sunglasses.
The Ink Advantage scheme was part of HP’s positive quarterly results for the first quarter of 2013, with the programme reducing ink prices in emerging markets, which in turn boosted HP’s market share “compared to generic ink providers”. The OEM noted that the programme is “part of a broader shift away” from the razor and razor blades model, so HP “does not take an up-front loss selling each printer”.
The voucher promotion, which lasts until the end of the month and requires redemption online, is, according to HP, designed to advertise the range of devices under the programme, which “uses low cost cartridges worth Rs 449 [$8/€6] with a page yield of up to 600 pages”. Devices in the range included in the programme are the 2515, K209g, 3515, 3525, 5525, 6525, 4615 and 4625.
Some of the devices included feature mobile and wireless printing capabilities, a sign that the OEM sees the Indian market as a new focus for its mobile and technological offerings.