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Identifying the Business Inkjet Value Gap


A Global Study for Business Inkjet and Laser Vendors

Introduction

In 2012, InfoTrends completed a global study of laser and inkjet customers to answer the following question: Is Inkjet Printing Technology Ready to Transform the Office Printing Environment? One finding from the study was that ‘seeing is believing’ when it comes to convincing laser customers that business inkjet devices can meet their printing needs. The importance of this finding cannot be overstated. By seeing devices in action, laser customers are forced to start confronting some of the purchase decision biases they currently hold. For ink to make a meaningful impact on laser device shipments, InfoTrends believes it is customer biases rather than technology capabilities that will hold the key to success.

Since publication of the original study a number of significant new business inkjet announcements have been made, yet companies continue to struggle to make business inkjet the dominant marking technology in the office. This study seeks to (1) identify and quantify the biases held by buyers and users of office printing equipment around the world and (2) develop specific recommendations for accelerating adoption of business inkjet devices.

Project Objectives

The objective of this study is to identify and quantify the business inkjet value gap and translate these findings into a commercially actionable set of recommendations. The study will address the go-to-market challenges arising from product and customer beliefs and biases surrounding laser and business inkjet technologies.

Analysis & Deliverables

InfoTrends will perform an analysis of the research findings to develop an understanding of issues surrounding business ink adoption in the office. The report will contain recommendations for laser vendors on how to preserve the status quo and maximize ownership effect and customer loss aversion. The report will also contain recommendations for business inkjet vendors on how to frame the business ink conversation to best address any customer biases—whether in favor of laser and/or against business inkjet.

The project will be delivered in written format and provided as a PDF file. All results from the primary market research surveys will be converted into graphical charts and provided in PowerPoint format.

A global forecast for business inkjet future shipments will be provided in Excel pivot table format and organized by geographic region.

To maximize client value a comprehensive debrief presentation and Q&A session will be provided via a web/conference call. 

Getting Started

The early subscriber discount is available through September 12, 2014. For more information on the study, contact Scott Phinney at 781-616-2123 or e-mail scott_phinney@infotrends.com.

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