By Mark Davison at Ricoh’s EMEA Strategy Session, London – As one of the few growth regions in the volume printer market, Africa is firmly in Ricoh’s sights in terms of investment and increased market presence.
Richard Allison, director of the IT Distribution Channel at Ricoh International, says analysts are projecting growth of 5,5% in volume printer units in MEA for next year. This, coupled with the fact that Ricoh has very little physical presence on the continent – it is officially only present in Algeria and South Africa – means that it is a prime investment area for the company.
“Africa is a massive investment area for Ricoh because it is still a very immature market for us,” Allison says. “It is a very exciting opportunity for us and we are working closely with analysts to understand where the market is going. There are countries like Angola which have been earmarked for phenomenal growth, but there are other territories where the potential for business is huge.
“Africa is definitely a continent of great interest for us in terms of investment and building business, “ he adds.
And when it comes to developing business in the region, Allison says the channel is the preferred route to market for most African countries.
“Research for us has indicated key factors such as the preference for mono over colour, that the refilling of cartridges is not as widespread as people think, and that many customers prefer going through their reseller rather than heading for retail,” Allison says.
Which, he adds, is ideal for Ricoh as 75% of its EMEA business is conducted through the traditional two-tire distribution model, and there is a concerted effort within the channel from Ricoh SA into the local market and also the SADC region.