- In 2014, Samsung owned the second highest market share of 15% in the A4 printer market with proven speed, reliability, and variety of solutions
- Each country’s priority reflects their respective printing market maturity: the U.S. prioritizes “eco-friendliness”, Germany “price value”, China “technical specifications”
Samsung Electronics’ recent research on the key buying factors for A4 mid-high multifunction printers reveals that across countries and vertical markets such as legal, insurance, university, and advertising/media, “variety of document handling options” (24%) is considered as the most important buying factor, with “speed” (21%) and “reliability” (20%) second and third.
This survey was conducted by Samsung Electronics to determine printing market maturity and key buying factors by country and vertical market. A4 mid-high MFPs are the most widely used multifunction printers, serving as a market model for document solution trends. They can also serve as a standard for measuring printing market maturity since they are pricier than single function printers with lower specifications.
Printing market maturity determines buying choices for both hardware and solution
Other than “variety of document handling options”, each country has a different set of buying factors that are considered more heavily than in other countries. For instance, the United States values “eco-friendliness” (24%), and “quality of black and white prints” (21%), Germany looks for strengths in “eco-friendliness” (23%) and “space efficiency” (21%), and China views “speed” (26%) and “reliability” (25%) as significant factors.
The responses by country show that user experience and buying factors are largely dependent on the maturity of the country’s printing market. Premature markets focus on tangible specifications while more mature markets look for benefits that go beyond basic performance. Printing market maturity impacts buying factors for not only devices but also solutions. The U.S., with a diverse solution market, considers price as the key buying factor when deciding among solutions with similar features, and Germany, focusing on budget management, was shown to have double the usage rate (52%) for fleet management solutions, which support IT cost management, than China.
“Variety of document handling options” the most important buying factor across vertical markets
Small to medium sized businesses using A4 mid-high MFPs in the legal, insurance, university, and ad/media sectors, all answered that “variety of document handling options” (24%) is their top priority when purchasing an A4 mid-high MFP. Besides this common concern, each vertical market has different buying priorities based on their unique printing workflows. For instance, the legal industry, with its heavy volume of printing, favors “reliability” and “toner capacity”; insurance companies require “eco-friendliness” and “toner capacity”; universities, with their diverse users with varying levels of printing experience, look for “ease of use”; and ad/media companies favor “speed” and “color print quality.”
Advanced functions and service key to brand switching
The survey also covered the patterns in the brand switching that occurs after the first purchase. Fifty-six percent of the IT decision makers surveyed answered that they are considering switching brands, with their two main reasons for possibly switching being “advanced functions” and “stable service support” that could be acquired with the new brand.
The survey was part of Samsung Printing Solutions’s goal of providing leading solutions based on market research. “In 2014, we owned 15% of the A4 printer market share and we are currently in a competitive position in the A4 mid-high market.” said David SW Song, Senior Vice President of Strategic Marketing and Sales at Samsung Printing Solutions. He added, “We will keep paving the way to becoming the leading B2B total printing solution provider with advanced functions and support.”