With the launch of new MFDs the digital imaging company is aiming to expand its footprint into commercial sector, specifically copy shops
Having established its strength in verticals like SMB, Government and corporate sectors Canon is looking at widening its market share by addressing yet another segment: Jobbers market.
Canon classifies Jobbers market into tier 1, 2, 3 and 4: Tier 1 market consists of small time jobbers, tier 2 market is little higher than the previous one, tier 3 is high-end or mid segment where products purchase is around Rs. 30 lakh (because of the high print volume), and tier 4 market constitutes as niche market where people buy products worth Rs. 1-2 crore.
According to some rough estimates there are 2.5-3 lakhs jobbers across India, and Canon intends to sell 100 machines every month into this segment and wants to scale this to 20% every 3-4 months. It hopes that the copy market will take them to the next stage of business.
To strengthen its mark in colour printing market in India, and expand its horizon into the copy shops, Canon launched new range of A3 and A4 colour Multi-function devices (MFDs): imageRUNNER ADVANCE C3300 colour A3 series and imageRUNNER ADVANCE C350i colour A4 machine. With its inbuilt security facilities these machines are targeted at the SME’s, corporate and government sector.
“Our strength is addressing the SMB, corporate and govt sectors and Jobbers market is the fourth segment we are looking into. We never addressed this market earlier because we never had the right product but now are confident to cater to this market with products specifically for them,” says K. Bhaskhar, VP – Business Imaging Solutions Division, Canon India.
“The idea here is to spread out the good color printers to most of the consumers who go to copy shop,” emphasizes Bhaskar. The volume target that Canon has set for itself is 1000 machines every quarter, but presently it’s starting with around 700 machines.
Currently, Canon India has a market share of 26.8% in A3 colour segment and with the latest addition to the colour MFD series, is expecting to gain an additional market share of 3% in this category. It also expects to expand its market share in by reaching out to the tier 2 and 3 cities where such printing solutions are witnessing growing demand.
Bhaskhar adds, “This new range of colour MFD’s are well equipped to meet the expectations of the ever evolving SME sector. We are also envisaging this colour series to play a key role in meeting the demands of the short run colour prints requirement in the commercial segment.”
Kazutada Kobayashi, President and CEO, Canon India Pvt. Ltd, said, “India is a land of rising entrepreneurs and we would like to play an active role in increasing the opportunities for them in the colour printing domain. Our newly launched products shall add value to SME’s and government sector’s demand for cost efficient, secure & high quality printing solutions.”
Early this year Canon bought video surveillance vendor Axis Communication, and has announced the launch of new security cameras and projectors. With these two new domains in its portfolio Canon aims to grow 14% of topline, and reach Rs. 2,335 crore this year.
