Live in Seoul - Dominated by incumbents like HP, Canon, Ricoh, Konica and Xerox, the print market is now a challenge well known for its consumer products actor, but less so for its solutions Professional Samsung Electronics. The South Korean giant, which has made only 7% of its 2011 revenue - sales was 155 billion$ - in the BtoB segment aims to achieve 21% 2020 - 400 billion expected revenue . Already number 2 on the market for A4 laser printer, Samsung is not a newcomer to the printing market. For many years, South Korean manufactures OEM laser products for midrange Dell inkjet printers HP and Xerox copiers. Mr. Chin Yoon, vice president in charge of the business of the entity Printing Samsung has told us that Samsung was already number one for A4 laser on many market: France, Germany, UK, Italy, Greece ... "We will sent many segments to gain market share: public sector, health, industry ... ".
With its undeniable success in the B to C (mobile phones, monitors, TV ...) market, today Samsung aims to do the same way on the professional segment with its divisions Mobiles, PCs and Printing. To check the resources devoted to this goal, we could visit the development center in Suwon Samsung, the famous Digital City campus was born in October 2009, which includes 30,000 employees in an area of 2.7 km2. A city within a city with very secure buildings: no USB keys no personal laptops, searching bags X-ray, BYOD is not yet valid ... This is only part of the means Samsung dedicated to the development of its products and solutions, 39 R & D centers are located throughout the world.
Innovate to take market share
In Suwon, the discourse of Korean leadership is very clear, "we start playing with the same rules before changing due to complementarities that we can add through our experience in the fields of mobility, PC and printing , including our new range of laser printers and multifunction equipped with NFC ", explained Mr. Joosang Eun, dynamic senior vice president in charge of sales and marketing for Samsung Printing division activity. "The market for public printing and decreases from year to year contracts, but through innovation in the areas of materials and services we will shake the BtoB market segment."
During this press trip to Seoul, we have discovered and quickly test the range of color laser printing Xpress NFC, which includes C410W devices, an A4 printer ( 129€), the C460W, A4 multifunction (€ 249 ) and an MFP with C460FW to the SMEs (299€). These products are equipped with NFC technology in its passive version, that is to say, it is necessary to download the utility Mobile Print on Google Play Store or through Google Print. The application is also available on the App Store, but the iPhone is still lacking NFC chip, it is necessary to use the WiFi. The next generation of printers will be equipped with NFC activated, that is to say that the device will push the application on the smarphone to control printing.
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