Infocomm Indonesia

Japanese printer maker Brother introduces five new products to its arsenal, recruit one additional distributor to its sales army and set up a local representative office. The competition is heating up!

The brand Brother in Indonesia has been mostly known for typewriters and fax machines. Despite having secured few market shares in printer market, Brother only has one sole distributor for all their product lines: PT Ometraco Arya Samanta, making it difficult to focus on the segment.

Meanwhile, Indonesia printer market shows tremendous growth, with sales reaching more than 1.4 million units in 2005. Multifunction printers are hot products, vendors such as Hewlett-Packard (HP) and Canon flood the market with entry level product ranging from US$100 to US$299. An entry level, single function printer can cost as low as US$20. Based on technology, laser and inkjet printer sales in 2006 grew above 60% from the previous year.

To cope with the market, Brother needs a local distributor that can focus on selling printer. And for the specific job, Brother had appointed PT Persada Tata Makmur as distributor. Persada will also responsible for service centers and showrooms throughout Indonesia.

Brother goes further with the setting up of local representative based in Jakarta with Fredrich Lo as their first country manager. Fredrich is not a new name in printer market, he had worked with PT Datascrip -Canon distributor for Indonesia. The representative office is responsible in coordinating marketing activities, so we can expect to see more Brother Ads in near time.

Using the momentum, Brother also announced five new multifunction printers targeting home and SOHO users. The new product will be available in October. With Brother in the market, the competition will be more intense than ever. Pressure will be on market leaders such as HP and Canon.

Well, let’s see how Brother will perform in the market.

Brother International Singapore Pte.Ltd Indonesia Office: Wisma 46 Kota BNI 44th floor Suite 44.05 Jl.Jend.Sudirman Kav.1 Jakarta Pusat 10220

Telp: +62 21 5744477 Fax: +62 21 5749830

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