Lexmark 2009 Annual Report Download - page 10

related issues so that it can differentiate itself by offering unique industry solutions and related services.
With the introduction of new laser products that began in the fall of 2008 and continued through the end of
2009, the Company has announced products that represent the most extensive series of laser product
introductions in the Company’s history. The new product introductions have significantly strengthened the
breadth and depth of the Company’s workgroup laser line, color laser line and laser MFPs.
The ISD strategy is to build a profitable, growing and sustainable inkjet business derived from a more
productive and higher page generating installed base of products and solutions that serve SOHO and
business users. The ISD strategy is focused on growth in the higher page generating inkjet and laser
products sold to SOHO and businesses through both retail and non-retail channels and original equipment
manufacturer (“OEM”) partner arrangements. The ISD strategy shift that began in 2007 continues to
aggressively shift its focus to geographic regions, product segments and customers that generate higher
page usage. The strategy shift and related initiatives have yielded the following for the Company’s ISD
segment since 2007:
• The introduction of new products such as Lexmark’s Professional Series as well as the introduction
in September 2009 of inkjet AIOs (including new Web-connected touch screen AIOs) targeted for
small and medium businesses;
• An increasing amount of industry recognition and awards for its inkjet products; and
• An improvement in the Company’s retail presence in U.S. Office Super Stores.
Lexmark’s ISD goal is to create printing products and innovative solutions that make it easier for SOHO and
business users to improve their productivity.
Over the last several years, the Company continues to invest in product and solution development as well
as solution sales. This investment has led to new products and solutions aimed at targeted growth
segments as well as a pipeline of future products.
Because of Lexmark’s exclusive focus on printing and document solutions, the Company has formed
alliances and OEM arrangements to pursue incremental business opportunities through its alliance
partners.
The Company’s strategy for dot matrix printers is to continue to offer high-quality products while managing
cost to maximize cash flow and profit.
Products
Laser Products
Lexmark offers a wide range of monochrome and color laser printers and MFPs along with customized
solution applications and services to help businesses move beyond printing. Lexmark solutions and
services help customers optimize and manage their print environment, reduce cost and paper usage, and
accelerate workflow by improving business processes and end-user productivity.
In 2009, Lexmark introduced 33 new product models ranging from small workgroup offerings to large
departmental MFPs.
Monochrome Laser
Within the medium to large workgroup monochrome laser category, the company rounded out its
successful Lexmark T650 Series and Lexmark X650 Series products with the new Lexmark T656dne,
the industry’s first single-function monochrome A4 (8.5 inch x 11 inch) laser printer with a touch screen,
providing businesses the ability to tap into Lexmark’s powerful solutions platform and work more efficiently.
The innovative T656dne monochrome laser printer expands the usefulness of a single-function machine.
Leveraging Lexmark’s award-winning Embedded Solutions Framework, the T656dne is preloaded with a
Forms and Favorites application that allows for the printing of documents stored online, including web
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