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The Future of the Document


OEMs vs. Aftermarket in Western Europe
 
According to recent research by InfoTrends/CAP Ventures, consumers in Western Europe are more likely to purchase office supplies that are the same brand as their hardware products. This is particularly true for colour applications and consumables like toner, ink, and paper.

Based on this information, it is clear that OEMs have an opportunity to take advantage of the brand loyalty in these markets.

Paper Use

In conducting our research, we hoped to gain an understanding about the paper brands that respondents are using and whether these brands corresponded to the brands of their devices.

Survey respondents were least likely to express a loyalty to OEM paper for shared/mid-range black & white copiers and the production black & white copiers. This is not surprising given that documents produced on these devices are typically short-term documents for internal use only. In these cases, the brand of paper used is not an important consideration, as long as it functions properly in the device without causing jams.

Colour copier and colour laser printer owners were more likely to use OEM-branded paper. Again, this is not surprising. Many colour applications are undertaken for marketing, sales, or presentation purposes, and in these instances it is important to use a good quality paper.

Figure 1: Whether Paper Brand Matches the Brand of Hardware Device (1st Tier)

For each of the office devices below do you use paper that has the same brand as any of the brands of hardware that you use?

Figure 2: Whether Paper Brand Matches the Brand of Hardware Device (2nd Tier)

For each of the office devices below do you use paper that has the same brand as any of the brands of hardware that you use?


The Use of Toners & Inks

We asked our survey respondents to indicate which brands of toner and inkjet cartridges they use in their machines. Generally speaking, a healthy majority of respondents say that they always or sometimes use the same brand of cartridges as their hardware brand.

Respondents with production black & white copiers (70+ cpm) were most likely to say that they never use toner that is the same brand as their hardware. Those with copiers producing 24+ cpm, departmental or high-speed black & white copiers producing 20+ cpm, colour laser printers, and production black & white printers producing 80+ ppm were more likely to always use cartridges that were the same brand as their devices.

The responses in this category are likely linked to how many aftermarket toner or inkjet cartridges are available in particular segments. For example, there is still relatively little aftermarket colour laser toner available for colour laser printers. On the other hand, it is easy for users to purchase aftermarket inkjet products such as compatible cartridges and refills or remanufactured toner cartridges for low-end or mid-range monochrome laser printers. 

Figure 3:  Use of OEM vs. Aftermarket Cartridges (1st Tier)

Figure 4:  Use of OEM vs. Aftermarket Cartridges (2nd Tier)

It is interesting to note that the percentage of users who never purchase toner or ink that is the same brand as their device (i.e. always buy an aftermarket product) is relatively small, suggesting an overall loyalty to OEM-branded supplies.

The preceding is an excerpt from InfoTrends/CAP Ventures’ research report entitled The Future of the Document. The complete document is available immediately. To learn more about the report or to make a purchase, please contact Alison Hipp at (781) 616-2100, ext. 126 or alison_hipp@infotrends.com.


 

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