Dell hits the printer market

Direct vendor, Dell Computer Australia has jumped into the printer market with two new models, which are manufactured in China by Lexmark.

The company has launched the P1500, a $599 (retail) laser machine and the A940, a $199 inkjet model to the local market. It has promised next day delivery for ink and toner, if customers order prior to noon.

Australia Post is handling delivery of the machines and toner Australia-wide, said David Miller, managing director at Dell Computer Australia. Dell's PCs are shipped in Australia by another organisation, Bax Global.

Miller said Australia Post was the best alternative for the delivery of printer supplies.

Standard delivery times for printers, ink, toner and other accessories via Australia Post are two to three business days in capital cities if the customer places an order prior to 3PM. In non-metropolitan areas, it takes three to six days for delivery, according to Dell.

The addition of a printer line provided customers with a one-stop shop for Dell customers who would be doing business with a single vendor.

“The entire [customer] experience is now owned by Dell,” he said.

Miller said Dell printers were “supplementary products” and not considered to be strategic. Support would be handled by Dell's own tech support operation. Additional printers in the Dell range would be progressively rolled out over the next few quarters, Miller said.

David Finn, managing director at number two laser printer manufacturer Kyocera, said Dell's success in the printer market would come down to its warranties and quality of customer support. “Good luck to them,” he said.

Dell first hit the printer market in the United States in March this year and had already moved one million units there, Miller said.