Belt tightening by SMEs has had a beneficial impact on the colour printing market as companies cut back on using external marketing agencies as they do it themselves.
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The result of the in-house marketing focus has been to lift sales of colour printers as customers try to control costs and improve the look of their marketing materials.
“We are seeing a lot of SMEs pulling marketing back in-house and that is becoming a growth play in SME,” said Norman Richardson, vice president and general manager of the Imaging and Printing Group at Hewlett-Packard.
Along with marketing being brought back in-house Richardson added that there were more companies trying to do more imaginative billing printing to use colour to promote other offerings.
“We have seen large growth for colour printing in SMEs,” he added that there was also a growing interest in print management services quoting a figure of 5% as the number of pages that are left untouched on the printer out-tray.