Study will identify and quantify the business inkjet value gap.
InfoTrends stated that the study will attempt to “address the go-to-market challenges arising from product and customer beliefs and biases surrounding laser and business inkjet technologies” and establish to what extent business inkjet technology requires customer behavioural change, noting that “this will be critical to adoption timescales”. It is anticipated that “the greater the requirement for behavioural change, the longer the adoption cycle will be”.
The study follows one conducted by InfoTrends in 2012, which found that “seeing is believing” when trying to convince laser customers that business inkjet devices are able to meet their printing needs, as by seeing a business inkjet device in action it allowed them to confront “some purchase decision biases” they held.
In the new study, InfoTrends intends to incorporate all of the research data and findings into a forecast that is able to show the anticipated future business inkjet growth or adoption. The company will also make recommendations based on how laser vendors can reinforce the laser ownership effect and maximise loss aversion; segmentation of printer and MFP customers; and print quality beliefs and expectations.
In terms of those who will benefit from the study’s findings, InfoTrends lists global headquarters, regional centres and local operating companies.