After successes in memory chips, mobile phones, and LCD televisions, Samsung’s next wave will be laser printers. They are to become the company’s key business area and have announced an aggressive plan to become the top player in the laser-printer market by 2010.

Samsung has pursued this market due to its large size. According to a market survey, the worldwide printer market was at $131 billion in 2007 while the market for memory chips and LCD TVs was valued at $60 billion and $101 billion respectively. In Southeast Asia alone, laser-printer products generated $400 million in revenue in 2007, or a growth of 80%. Samsung plans to achieve a 90% growth rate in 2008.

The IT business has been a key focus area for Samsung in recent years. They achieved a 31% growth rate in the regional IT market in 2007. The growth in the printer business will help Samsung expand in the IT market. They have formulated strategies for design, optimization and building partnerships to build their brand equity. Samsung is also focusing on building partnerships with global leaders, including Microsoft and EMC that will help develop a range of document-management and device-management solutions.

Tags: laser printing

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