BANGKOK, NNA - Japan's Canon Inc. is shifting the focus of its ink-jet printer sales strategy in Thailand from individuals to corporate clients in a bid to further expand its local market share on the back of an increasing number of small enterprises and start-ups in the country.
The global imaging and office equipment giant, which dominates the Thai ink-jet printer market with a share of over 40 percent, has launched new low-cost models designed for emerging markets to lure small firms, according to Canon Marketing (Thailand) Co., a local sales arm.
It aims to boost the ratio of corporate customers to its total sales from the current 20 percent to 40 percent this year through the release of four ink-tank models, which could reduce printing costs, Natnarin Chancharassuk, director of the local unit's printer product group, said at a recent launch event.
Nine newly launched models, including the four ink-tank type, are priced from 1,290 to 9,490 baht ($41 to $303).
Canon boasts a 41 percent market share in the ink-jet printer market in Southeast Asia's second largest economy, according to company-cited data from IDC, the U.S-based market research firm, which forecasts the market will grow 3.9 percent this year from 2017 to reach 1.04 million units.
The local sales subsidiary is aspiring to snatch half of the market this year, planning to double the number of dealerships to 160 with the main focus on Bangkok. The dealerships provide system integration services such as consulting and solutions for office automation equipment. (NNA/Kyodo)