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Brother broadens appeal of record-breaking inkjet printer

Slower, cheaper models to open up new markets for 100ppm mono inkjet printer

 Slower, cheaper models to open up new markets for 100ppm mono inkjet printer

Slower, cheaper models to open up new markets for 100ppm mono inkjet printer

Brother is hoping to broaden the appeal of its HL-S7000 high speed mono inkjet printer – the world’s fastest desktop mono printer – by launching two models with slower print speeds and smaller price tags.

The range now includes the HLS7000DN50, an entry-level 50 page per minute machine with one paper tray (£1,600); the HL-S7000DN70, a 70ppm model with an additional lower paper tray (£1,800); and the HL-S7000DN, which has print speeds of 100ppm, plus three additional paper trays (£2,000).

Brother UK product manager Stuart Mabe said: “We have slowed down the engine to create a range and reduced the price to generate interest in the machines. It is a high priced printer, but it is a niche product: the lifetime costs of the machines are their differentiator.”

And these are very low, at just 0.5p per page – perhaps even 0.3p or 0.4p if you go down the managed print services (MPS) route.

Growing sales

Mabe says that after a slow start – 55 units sold last year – sales of the HL-S7000 are picking up and have surpassed 400 units so far this year.

“Sales are improving because we are learning all the time, which is why we have a split range – to give customers more options. The printer will never be on a Top Ten list, but sales are going in the right direction,” he said.

Brother is looking for customers with print volumes of 15,000 to 20,000 pages per month, as they are likely to be most responsive to the TCO argument, as well as existing customers in the healthcare sector.

“We used to have an HL-7050N high volume laser product. We discontinued this about six years ago, but still have healthcare customers who had that model but never replaced it. The HL-S7000DN looks like the perfect replacement because it has four trays and it prints at very high volumes,” explained Mabe.

He adds that with four paper trays, the HL-S7000DN can simultaneously accommodate prescription forms, blood sample reports, A4 paper and letterhead, removing the need to swap trays when switching between printing prescriptions and headedpaper. This, says Mabe, makes the printer particularly suitable for external print centres that print repeat prescriptions and other items for a community of surgeries.

Not that he wants the printer to be pigeon-holed in healthcare. “There are many other opportunities we could sell these printers into,” he said. “Because it’s ink, you don’t need a fuser, so energy levels are one fifth of a laser device. There’s a good green message and it is a chance to take on copiers and high-end lasers that are high price. We should be able to do more to target these products going forward.”

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