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Samsung's printing division expects to earn $4b revenues.

Byline: Middle East and Africa to contribute $150m.

Hanover: Samsung Electronics, the world's leading electronics maker, expects its printing division's revenue to touch $4 billion this year as it works to strengthen its position in the printer market.

The company earned $3 billion globally, and $80 million from the Middle East and Africa (MEA), in this segment last year.

It projects its Middle East and Africa printer sales to reach $150 million.

"Samsung has taken the printer to a new level in artistic refinement. We are leading the way in printer design by offering highly-functional, stylish laser printers. This innovation will help to further strengthen our position in the premium printer market," said Jang-Jae Lee, senior vice-president of Samsung's digital printing division.

According to IDC, Samsung has achieved No 2 two position both in colour laser printers and multifunction market share, moving up from being No 11 in colour laser multifunction in 2006.

The firm unveiled a wide range of mono and colour laser printers in CeBIT.

It also introduced what it described as the world's smallest colour laser printer, the CLP 315. Samsung said the device was 34 centimetres high and operates at 45 decibels, quieter than an average conversation.

New focus

"Our strategy for this year is to shift focus from the small office home office [Soho] market to the corporate market, because the corporate sector is a huge market and demand for high-speed printers is strong and 60 per cent of the revenues come from the corporate segment," said Hyun Jong Park, senior manager, sales and marketing group, digital printing division.

The company has 12 per cent global market share and 20 per cent in the Middle East and Africa.

"In Turkey, South Africa, the UAE and Iran we are growing 100 per cent year-on-year and these are the major markets in Middle East," said Madhav Narayan, general manager, head of IT division sales and marketing, Samsung Gulf.

According to Gartner and Lyra Research Data, the demand for inkjet printers stood at 37 per cent and laser printers at 63 per cent in 2006. The demand for inkjet is expected to be 29 per cent and for laser at 71 per cent by 2012.

The global printer market will grow from $162 billion in 2006 to $208 billion in 2012 at an annual growth rate of 4.9 per cent.

"We are taking the lead in introducing design-oriented products to consumers. We expect to become number one in Middle East within three years," Park said.

Samsung puts the Middle East's laser printer growth at 10-12 per cent a year. Total volume of laser printers in Middle East is put at around 760,000 units compared to 700,000 units in 2007.

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Publication:Gulf News (United Arab Emirates)
Date:Mar 8, 2008
Words:471
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