A senior U.S. executive of Lexmark has announced that Lexmark’s new inkjet printer range bridges the gap between what consumers really want and what is technologically possibly.
“To find out what our customers really want, we went beyond the usual market research techniques and actually asked our customers [around the world] to videotape themselves in their workstations at home or at the office so we could study them, much like an anthropologist would do. We discovered that complexity of technology, space and time were the main problems faced by customers. One of our Beijing customers actually had his printer perched on top of his monitor for lack of space,” said Vice President of the Worldwide Marketing Consumer Printer Division, Jeff Willard.
In a conference yesterday, Lexmark’s Australasian Managing Director, Graham Kittle added that the new range will further solidify Lexmark’s position in the SOHO market: “NSW has seen a 44 percent increase in the number of home-based businesses from 1999 to 2004. We are continuing to focus on capturing that increasing SOHO market.”
The new inkjet printer range features six new models, four ‘all-in-one’ models targeted mainly at consumers who want to print at home, and two ‘four-in-ones’ targeted at SOHO businesses.
One of the neat features of these two printers is the new Lexmark Web toolbar, which allows customers to shrink a Web page to print on an A4 page, print only text from a Web page or only images. Another feature to make scanning easier for home users is that the scanner lights up the corner where you have to place the photo. This is to avoid any confusion about where is the best place to line up a document or photo, to scan.