Here's another report from LYRA that says HP will cut into market with new HP Edgeline!
Lyra: HP's Edgeline To Impact Copier/Printer Market
Lyra Research Alerts Copier Vendors: HP Is Coming. New Edgeline technology to lower inkjet costs, boost speed, print quality.
NEWTON, MA - Lyra Research, the digital imaging authority, hosted a live Webcast called Will Edgeline Finally Give HP the Edge in the Copier Wars? on Thursday, November 16, at 2 p.m. eastern standard time (7 p.m. or 19:00 UTC). The webinar archive is available on the Lyra website.
HP to be Highly Competitive
HP is targeting the convenience color copier market with its new Edgeline technology, and Lyra believes the results of this new effort will be much different from HP's previous attempts to penetrate the copier market. Canon, Konica Minolta, Ricoh, Xerox, and other copier vendors may have something to worry about.
HP announced Edgeline at an October 3 analyst briefing. Edgeline is an extension of the thermal ink jet scalable printing technology (SPT) that HP announced in July 2005. Basically, Edgeline puts print heads built with SPT technology into a page-wide array, meaning that the print heads remain stationary during the printing process while paper is passed beneath them. At the briefing, HP stated that it would launch a departmental color copier based on Edgeline technology in the spring of 2007. Assuming that the machine has the same color print speed (70 ppm) as the device that was demonstrated at the October 3 press conference, the new model will be competitive with the fastest convenience color copiers that are currently on the market.
HP Finally Hits 'Sweet Spot' of Market
"With this new model, HP will finally be playing in the 'sweet spot' of the digital copier market. Shipments of convenience color copiers in North America are growing at around 15 percent per year, and revenue is growing even faster at approximately 30 percent per year," states Steve Reynolds, senior analyst at Lyra. "As for the technology itself, I believe that Edgeline is a distinct threat to all laser-based color printers and MFPs."
Lyra forecasts that HP will claim a 2 percent share of the worldwide market for convenience color copiers in 2007, based on sales of approximately 7,000 units. Lyra's projection is based on the assumption that the HP product will start to sell slowly, with early adopters purchasing the device first and the bulk of the market waiting to assess the results of other firms' early deployments of the new technology. In 2008, the first full year of shipments, HP's market share will rise significantly.
Report Available
Lyra will publish a report on HP's Edgeline technology in November to coincide with the Webcast. The report, also entitled Will Edgeline Finally Give HP the Edge in the Copier Wars?, contains more in-depth information than will be available in the Webcast. The report covers HP's previous assaults on the copier market, the breakthrough LaserJet 4345mfp, new MFP models that HP announced during the October briefing, and Edgeline technology and its prospects. The report will sell for $1,499, and Webcast attendees will be eligible for a 10 percent discount. For more information or to order the report, call Sandy Tobin at 617-454-2612 or visit www.lyra.com and go to "Industry Reports."
Lyra Research's Webcasts
Lyra Research's Webcasts allow you to attend industry veterans' engaging presentations on the digital imaging industry's hot-button topics without leaving your office. Lyra's Webcasts offer imaging industry executives, marketers, and analysts an accessible and informal resource for insight and useful data points on timely issues in the hard copy hardware and supplies industries. Attendees need only an Internet connection and browser and audio capability. No special software is required.