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Printer Business
file 5:
Rainer Sauer
CEO and Chairman
OKI Printing Solutions EMEA
UK
Ensuring OKI Printing Solutions remains
industry-leading brand
As the CEO and Chairman of OKI Printing Solutions
EMEA, I am responsible for sales, customer service and
marketing of printers in Europe, the Middle East and
Africa. Amid extremely severe competition, I believe that
our strengths lie in implementing attractive and useful
programs for sales channel companies and providing ef-
fi cient printing solutions to enhance end users’ business
effi ciencies. This is equally important to our principal
strategy: to offer high-quality products and cutting-edge
technologies. Through these endeavors, A3 color printer
sales rose in the fourth quarter of the fi scal year ended
March 2007, securing the top market share* in 10 coun-
tries in the EMEA region. We will continue our efforts to
make sure that OKI Printing Solutions remains an indus-
try-leading brand.
* Based on research from IDC
Expanding mid- and high-range color LED printers into the
SMB market by maximizing OKI technologies
channels within the SMB market, which shows a need for
mid- and high-range models. OKI will also make inroads
into emerging markets such as South America, Southeast
Asia and China, in addition to the United States, Europe and
Japan, as it seeks further growth.
In terms of product development, OKI released a new
LED print-head that is half the size of conventional types
and contributes to more compact, lower cost printers.
In order to maintain price competitiveness, OKI has
incorporated one-spin development processes, which
use simulation technologies to help reduce the number of
reworks and therefore the costs involved in the design stage,
and to enable products to be brought rapidly to market.
In addition to bringing about cost reductions in the dot-
impact printer business, OKI is responding to emerging-
market demand for low-cost printer models as it aims to
heighten earnings stability.
* LED: Light-Emitting Diode
* MFP: Multi-Function Printer
Operating under the business brand of OKI Printing
Solutions, the Printer Business Group provides
monochrome and color LED* non-impact printers for
business use, MFPs*, and dot-impact printers to over 120
nations and regions worldwide.
OKI’s LED printers demonstrate size advantage,
superior speed and resolution performance compared to
laser-method printers thanks to its proprietary Single Pass
Color® technology that utilizes a LED light source. Also,
compatible with various paper sizes and media, OKI’s
printers score highly in performance evaluation in the
marketplace.
The growth of OKI’s printer business is dependent
on expansion in sales and earnings. This means that OKI
must enhance the competitive advantages of its color non-
impact LED non-impact printer products. Accordingly,
OKI is accelerating efforts to instigate a shift to mid- and
high- range models that offer high added value and a
multitude of functions. These efforts will be refl ected in
its sales activities, whereby OKI will work to fortify sales
15 Annual Report 2007