Printer Market Declined in 50 Major Cities by 17.5% in Q4 2017

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According to International Data Corporation's (IDC) latest India Monthly City-Level A4 printer Tracker, Printer market in 50 major cities witnessed a decline of 17.5% in Q4 2017 following a strong Q3 2017. Inkjet printers led the overall market with 52.2% share. Mumbai, Delhi and Chennai were top three cities in terms of sales while Pune, Vadodara and Bangalore were the major growth markets in Q4 2017 with an average growth of 19.1%.

Although Q4 2017 witnessed decline due to mitigation of post GST impact for accounting transparency, both vendor and channel partners pushed the sales through channel schemes and end user promotions across major markets along with regular channel expansion program.

According to Abhishek Mukherjee, senior mrket Analyst, IDC India, “Low cost of ownership and printing compared to laser printers account for the increasing uptake of inkjet printer category”.

Within the Inkjet category, continuous ink supply system (CISS)/Ink tank printers dominated the market in Q4. Tier 3 and 4 cities generated 50% of the CISS sales volume. Requirements from SOHOs and SMEs, co-operative banking segment and print service vendors were the major drivers behind increased demand of ink tank printers in these markets.

“Wide reach and depth of the distribution network are the key to catering to the demand coming from Tier 3 and 4 cities. Almost all the brands have increased channel presence in smaller cities to fulfil the demand.” adds Mukherjee.

Vendor Highlights:

HP Inc maintained overall leadership in A4 Printer market with 45.9% market share in 50 cities across India. Significant channel push at the latter half of the quarter ensured the Brand’s leadership in India. HP focused on sales of entry level Laser printers with demand originating mainly from SMEs and State Government customers in Tier 3 and 4 cities.

As per IDC India Monthly City-Level Printer Tracker, West and North zone saw the major growth for HP. Mumbai, Pune and Bangalore were major growth driving cities for the brand. West zone outpaced other zones in Laser printer contribution to HP while East zone has the highest contribution for Inkjet printers.

Epson registered 1st spot in the inkjet printer market with 46.3% market share in the category (24.2% Overall). Reach of the distribution channel through creation of reseller network in Smaller towns and rural market strengthened the leadership of the brand in CISS market. Pune, Chennai and Siliguri were major growth markets for the brand. East zone has been highest contributor to its sales.

While L380 has been the highest selling model for Epson as well as in the Inkjet category, its M-series (Monochrome CISS) witnessed significant growth from Tier 2 and 3 cities as channel partners effectively developed newer markets such as Cooperative banks, State Government, etc. for the series.

Canon secured 3rd spot in overall A4 printer market with 22.5% market share in 2017 Q4. Bangalore, Ahmedabad and Trivandrum were the key growth markets for Canon. PIXMA G series (Canon CISS portfolio) had the highest contribution to its Inkjet sales accounting for 52% of its overall Inkjet sales. Canon’s strong channel push of its G-series printers with attractive channel schemes was the main reason behind its strong sales.

IDC India Outlook:

“With Canon expanding its CISS portfolio and Epson also launching new printer models in January, CISS share in Inkjet printers will continue to grow with major contribution coming from Tier 3 and 4 cities. In the A4 laser category, 21-30 ppm printers are gaining traction over 1-20 ppm printers which have dominated the market historically. Strong demand of the higher speed printers is likely to continue with major contribution coming from West Zone.” Said, Nishant Bansal, Research Manager, IDC India.

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About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. To learn more about IDC, please click here.