Don’t dismiss the Printer

I wondered why IT sales are doing so well, despite these extraordinary, uncertain times with Brexit, growing isolationism across the rest of Europe and insults thrown between Trump and Korea. According to the latest figures from the CONTEXT Distribution panel, revenues are up in the Eurozone by 6.7% compared to last year, with the UK steaming ahead with revenue growth of nearly 13%.

My colleagues are often blogging about the exciting new or “interesting” products that start to appear in our sales data – wearable devices, 3D printers, games consoles, mobile phones. Printers, on the other hand, can sometimes be overlooked but this is a market not to be ignored. In fact, in Germany, which represents around 20% of all revenues we pick up from the Distribution channel for IT products, Printing Consumables is ranked 2nd, behind only mobile computing. A similar picture emerges for France and the UK.

So, what is impacting the print market at the moment? We notice, particularly in the UK, workplaces transforming as millennials are looking beyond the traditional office. Working from home is increasing motivation and productivity and new technology is changing the way we work. Vendors are faced with new opportunities, and are rising to the challenge of how to best support the customers’ needs, be it savings on print costs, digitization, unified platforms – essentially, solutions for wherever your ‘office’ is at this precise moment.

Each quarter, the shift is moving from single to multi-function printers. We demand more from a printer than just printing. Unit sales of Inkjet and Laser multi-function printers grew around 6% in Q1 this year and now account for around 70% of all printers sold in Western Europe.

Inkjets are marking their return in the B2B sector with consistent double digit revenue growth of both the consumer and the business inkjets since Q2 2016. With more emphasis on lower print costs for businesses, vendors, particularly Epson and HP, are moving further into the higher price bands with revenues for business inkjets over Euro 400 growing by 37% year-on-year in Q1 2017. Business inkjets now account for almost 40% of all printer revenue in the SMB channel.

Finally, we’re also seeing a return in consumer confidence in some of the countries that have been struggling in the last couple of years. Spain has demonstrated an overall growth year-on-year of 16% in the print market, with a 12% growth in IT sales overall.

So, World disorder? I guess so, but business goes on and the printer market is still alive and well.

by DC

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Filed under Imaging, Market Analysis

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