C Sukumaran, Director, Consumer Systems Products & Imaging Communication Products (B2C and B2B), Canon India
As the work-from-home (WFH) and learn-from-home (LFH) culture takes up firmer roots amidst ongoing COVID-19 pandemic, printers (both inkjet printers as well as laser machines) become relevant more than any time earlier. In an interaction with
Md Qaisar Alam of Digital Edge, C Sukumaran, Director, Consumer Systems Products & Imaging Communication Products (B2C and B2B), Canon India, talks about the challenges and opportunities the present times bring to his company. Excerpts!
Do you think the culture of WORK-FROM-HOME & LEARN-FROM-HOME has taken firmer roots and is likely to continue for several months to come?
The COVID-19 pandemic and the resultant lockdowns have changed the way people work and has made work-from-home (WFH) an imperative for several industries. The WFH could be one of the takeaways from the lockdown as it has now evolved from policy to strategy. This new normal might just become a standard practice, at least for some employees even after the COVID-19 situation gets normal. While some industries might consider WFH as a sustainable model as it involves cost savings, convenience and productivity gains, however some job profiles lend themselves to working from outside the office more than others do. The pandemic has also effected a cultural change; one such being employees moving back to their respective hometowns.
Do you think the WFH & LFH model can propel the market of printers?
In the current situation, one of the biggest potentials for us lies in the home printing solutions. With everyone adapting to the new normal and seeking solutions that provide ease of connectivity while working from home, there has been a rise in the demand for home printers. We’re seeing a surge in demand for printers. We’re estimating a double digit growth in printer usage at home due to the increased WFH & LFH practices.
Interestingly, home printers were amongst the top 10 most searched products on e-commerce platforms during lockdown and ink tank printers are specifically the favorite choice among the home consumers.
We also foresee an increase in the demand by the SME (small and medium enterprise) segment for implementing high-speed cloud and Wi-Fi enabled ink tank printers, providing them with maximum ROI. In the current situation, even corporates are switching to working remotely to ensure employees’ safety. We’re optimistic that the printer segment in India will continue to grow and expand its user base, as more and more people understand the convenience of owning a home printer.
What are the Inkjet printers, which are more appropriate for students engaged in online classes? On the price-performance matrix, how cost-efficient are these inkjets?
PIXMA G Series ink tank printers are preferred by students and SOHO (small office home office). The Canon PIXMA G 3010 and G 2010 printers are the ideal choice in the inkjet category as they’re packed with a wide range of advanced features and functions. The printers are built to boost productivity and help students work on their projects more efficiently. Its hybrid ink system allows users print, copy and scan easily. PIXMA G 3010 is Wi-Fi enabled and ensures easy connectivity with smart phones, tablets and laptops connected over the same Wi-Fi network. It ensures crisp document printing and stunning photo prints.
The front-facing integrated ink tank system makes it convenient to monitor ink levels and refill when required. Paired with the spill-resistant ink bottles, the PIXMA G 3010 and G 2010 is designed to provide seamless usability for students learning from home. The PIXMA G Series ink tank printers are very cost-effective with print costs as low as 9 paisa per print and the cost of ink bottle replacement is only Rs 539 each. Canon PIXMA/MAXIFY Cloud link supports Google classroom where students can print content directly from cloud link on select PIXMA G Series printers. Canon offers a strong line-up of 13 printers under the PIXMA G series with variants available across price points.
What are the laser printers, which can be deployed in the home environment?
The MF 2xx Series machines including MF 232W, MF 241D and MF 244 DW are the preferred printers. It has a vari-angle operation panel design that enables users to tilt the panel according to their own preference. Designed to offer a seamless hybrid working environment, the printer also provides flexibility in terms of device placement, be it being placed on ground level or on pedestal. It has an all-in-one toner cartridge that assures continuous high-quality printouts and hassle-free replacement of the toner in the shortest time possible. For easy convenience of its users it has One-Touch Solution Keys, which are task-dedicated buttons that simplify operations with minimal button-pushing for frequently performed tasks.
What are the distribution and channel strategies of your company in terms of feeding the WFH & LFH markets with printers?
At Canon, our topmost priority as a brand is to ensure the safety and well-being of our employees, partners, customers, and the community where we live and work. We’re taking every possible step to fight this pandemic and help our partners during these tough times. We’ve organized training sessions for partners and their sales teams to help them better understand the changing trends and how to adjust and cope with the new normal. We’re also mindful of our channel partners’ profitability and long-term sustenance. We’ve been continuously reviewing the distribution and retail structure as well as actively exploring new business opportunities that will help our channel partners expand their product portfolio.
In order to further strengthening our product outreach and connect with our customers and to familiarize them with our varied printer portfolio we have established more PIXMA Zones and OIC Signature Stores and as of today, we have 78 PIXMA Zones and 511 OIC stores in India.
What is the marketing strategy of your company around printers during these difficult times? How best do you convey the message to the people sustaining in the WFH & LFH environment?
At Canon, we curate campaigns that not only help us to promote our products but also help us connect better with our end consumers. During these unprecedented times when everything is happening remotely, technology has become an imperative enabler for work from home and education from home. Keeping this in mind, we recently rolled out the “India Ka Printer” campaign to position the Canon PIXMA G series Printer as the ideal choice for every printing need from business proposals, projects, homework, photographs or recipes. Aimed at creating a positive mindshare among both home-user and Small & medium enterprises, the campaign promotes Canon PIXMA G series printers that are equipped to cater to the extensive needs of the consumers.
How assured is the service support you render around your printers deployed in the WFH & LFH conditions?
During these unprecedented times, our priority has been to give our customers the best possible service backed by the latest innovations, thereby enabling business continuity for our customers. Our service team has gone the extra mile to support the customers falling under the category of essential service providers. We provided consumables and on-site services to these customers through various means and methods, which includes remote support by Canon engineers, toner delivery through customers’ transport, and in many cases, our engineers made site visits, taking all the prescribed precautions and permissions.
Qaisar
