Promotions help drive ANZ inkjet market

IDCThe ANZ inkjet printer market expanded in Q2, thanks largely to heavy price and bundling promotions particularly within the entry level segment, according to IDC. This augmentation was further supported by the growth of high-end machines that served as a replacement for colour laser printers. 

Unit shipments increased 2 percent to about 443,000 although they dropped by 3 percent on a year-on-year basis 

“The second quarter of 2013 saw aggressive promotions on various levels including price, bundling, cash back, catalogue promotions as well as TV commercials. Continued traction within the photographic printer segment and augmentation of A4 inkjet printers that could print A3 added to the positive development. However, with the close of financial year in March for certain vendors, this expansion was offset due to the limited in-take of new stock on the back of already existing stock in their channel,” said Arunachalam Muthiah , Market Analyst of Peripherals Research of IDC New Zealand.

From a revenue perspective, it was not a rosy picture for the ANZ inkjet printer market. The market had already declined by 18 percent during 2012 and 2013 H1 shows further softening of revenues.

“While promotions have aided unit shipment growth, they have in turn had a contrary impact on revenues. This was mainly due to the aggressive promotional activity across a large section of the market primarily executed to push shipments upwards by all major vendors,” added Muthiah.

IDC anticipates the market to modestly slow down in 2013 compared to 2012 with growth being mainly sustained by end-user promotions. IDC expects about 1.7 million units to be shipped across the ANZ inkjet printer market during the current year.


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