Lexmark Revamps Color Printers for SMBs, Seeks Growth in Crowded Market
… light enough for individual employees to move around. Consequently, the new systems are anywhere from 30% lighter and smaller.
The new Go Line portfolio consists of two color single-function printers, the C3224dw and C3326dw; three color MFPs, the MC3224dwe, MC3224adwe and MC3326adwe; and a new monochrome MB2236adwe MFP. Depending on the models, the color systems print 24 or 26 color pages per minute (ppm), and the mono system has an output speed of 36 ppm. The multifunction systems have a 2.8-inch touchscreen. The new systems are equipped with multicore processors and support Lexmark’s enterprise security capabilities including encryption, and all now come with integrated Wi-Fi connectivity.
Lexmark is the fifth largest provider of standalone print systems and multifunction printers (MFPs) in the U.S., according to Max Pepper, a research analyst at IDC.
“It still has significant room to grow, though, with the next largest vendor shipping more than twice as many peripherals,” Pepper said. “Lexmark already has a strong presence in the SMB market, mainly through the IT channel. With the Go Line, Lexmark is hoping that providing a line marketed toward SMBs such as HP’s Smart Buy will allow them to grow that presence.”
Two aspects of the new Go systems and Lexmark’s marketing messaging stand out to Pepper. One is Lexmark’s focus on how much customer research and feedback went into the redesign of the product, he said. The other is Lexmark’s claim that it has a higher level of security for this level of product than other competitors offer.
“It’s hard to substantiate whether this claim is true; however, Lexmark is indeed providing a wide variety of device hardening and content protection capabilities with these products,” he said. “It’s difficult to say now if these new Go Line products will grow their market share, but they have a great marketing opportunity with them.”