New Zealand Hardcopy Peripherals 2008-2012 Forecast: A New Zealand Barometer of the Printing and Imaging Market

Published by: IDC

Published: Nov. 7, 2008 - 33 Pages

Table of Contents

Abstract

This IDC study seeks to analyze the dynamics amongst different printing and imaging technologies - laser and inkjet, copier and printer, multifunction (MF) and single-function (SF), and monochrome and colour - and how they are likely to shape the future dynamics of the New Zealand peripherals market. Included are descriptions of trends currently operating and developing; significant year-over year (YoY) growth in some markets; falling prices; slowing of revenue growth in some markets; the decline of average selling prices (ASPs); and the compromise of profit margins. Discussion also involves the downward merging of price brackets across technologies as the multifunction devices (MFDs) close the price gap on their SF counterparts in the inkjet space and challenges with product differentiation across technologies. In reference to a recent study in Australasia, this report includes the likelihood that the channels to market in New Zealand are soon to receive greater attention, pointing out the rising intensity in the low and midrange markets amongst other things to look out for in the near future.

"With the convergence of technology well underway across a variety of electronics industries, the printing and imaging industry is not an exception. Formerly where SF devices generally dominated all peripheral markets, these have given way to devices that are capable of performing a variety of functions. By year-end 2007, the ASP of an inkjet MFD had completely closed the gap on inkjet SF devices, (NZ$195 and NZ$196, respectively). The swift and impressive rise of inkjet MFDs, driven in part by the pull of the consumer segment with more demand for features such as colour, and partly by the push and ability of vendors to offer cheaper prices, are the main reasons for the growth as well as the equally swift cannibalisation of SF inkjet printers. Former existing price brackets have disbanded, and just as we are seeing convergence in technology devices, so too have price brackets somewhat converged. This in turn is likely to lead to vendors' pursuit of more creative ways of product differentiation (other than price)," says Ariki Pearson, associate analyst, Peripherals, IDC New Zealand.

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