What is the OKI sales and marketing strategy?
‘OKI sells exclusively via resellers. We concentrate on the SMEs, companies with between 10 and 200 computerised work stations. This market is represented by about half of the working population in the Netherlands. In practice, we have noticed that our target group still hardly associates printers with services. The process of buying a printer is reactive and, moreover, a printer is a low interest product. This is a missed opportunity, since most of the companies within our target group are thereby unaware that you can save a lot of costs on print and document processes. To make these companies more aware, we don’t want to adopt a scattergun approach to our marketing, but to enter into relevant personal contact with directors and IT managers. We aim to help them effectively with identifying the printer infrastructure and give them advice on how they can deploy it more efficiently. In order to achieve this, we use the quality database of Computer Profile.’