Samsung has launched A3 printers and is betting on increasing its stake in the printer market with an aggressive GTM.
The company has appointed six regional distributors (RDs) for A3 printers in Delhi, Mumbai, Kolkata, Bengaluru, Chennai 
quarters we aim to garner 5 percent market share in this segment. Once we fortify our presence in these cities we will expand our A3 channel country-wide and have 16 RDs by 2014,” informed Uday Bhat, Director, IT Solutions Business, Samsung.
The company recently launched the MultiXpress K2200 series comprising two models, K2200 and K2200 ND. The K2200 is the standard model, while the K2200ND has network functionality and offers double-sided printing. Both support copying and scanning. The K2200 series delivers a printing speed of 20 PPM and color scan speed of 30 images per minute. It offers a higher yield toner (10,000 pages) and drum (80,000 pages). The printers are priced from Rs 50,000 to Rs 80,000.
“Initially, we will sell these entry-level models but by mid-2014 we will expand the portfolio,” said Bhat.
Samsung plans to target segments such as healthcare, hospitality, retail, BFSI and government with the new A3 range. It will leverage its A4 printer customers and address their large-format printing requirements.
At the same time, the company is increasing its focus on its A4 laser range and is aiming to achieve 25 percent marketshare in unit terms by 2014-end from the current 20 percent.
“Within the next quarter, we will roll out a wider range of A4 printers to increase our focus on the enterprise and government segments,” informed Bhat. “We also plan to strengthen our volume channel to target SOHOs and small businesses.”
In addition the company intends to increase its post sales coverage by signing up existing sales partners as service partners.
