Samsung Electronics Forges Ahead in A3 Printer Market with Attention to User Experience

This coming June, Samsung Electronics will expand the distribution of its A3 multifunction printer line-up, the MultiXpress 7 series, to the global market. This flagship model boasts a printing speed of 60 pages per minute and features the industry-first Android-based Smart UX Center.

The new multifunction printer has already been receiving positive feedback in Korean and Asian market since its March 2015 launch. According to the International Data Corporation’s (IDC) figures, Samsung’s A3 multifunction printers are dominating market share in South Korea and Thailand, rising from 18% (4th place) to 26% (1st place) in Korea in 4Q 2014. Compared to the market’s average yearly growth rate of 6%, Samsung has been climbing rapidly with double-digit annual growth rates since the company’s entry into the market in 2010.

“Our mission is to join in the leading group of manufacturers of A3 printers by 2017,” said Dr. Kiho Kim, Executive Vice President of Samsung Printing Solutions, at the Samsung Forum 2015 this past February. “We are fully focused on this, investing time, effort, and resources to achieve this goal.”

Having a high barrier to entry, the printer market hasn’t seen much change over the past couple of decades. Samsung, however, brought in a fresh wave of innovation. With its distinguished semiconductor and mobile technology, Samsung entered the A3 printer market in 2010 as the only new player in 30 years. Samsung’s rapid growth can be attributed to the brand’s emphasis on performance, eco-friendliness, design and mobility. It also took the enterprise-targeted A3 multifunction printer and tailored it for small- to medium-sized businesses, offering advanced features at competitive prices.

As a product comprising this signature technology and philosophy, the MultiXpress 7 is receiving praise from South Korea’s largest sales channels. They single out its “up-to-date” and “user-friendly” control panel as its distinguishing feature. The Android-based color touch screen Smart UX Center is a 10.1-inch tablet fixed on the printer for a hands-on, intuitive printing experience. It allows users to easily access features, such as one-touch scanning and secure mobile printing.

Clients have also expressed satisfaction with the product’s overall performance. The International University of Korea has provided feedback after two months of using MultiXpress 7 printers: “The print quality is excellent, with clarity that extends all the way down to the small print. But above all, we were surprised at the speed, especially in scanning.”

In a steady effort to embrace today’s IT trends, Samsung is focusing its attention on providing all-in-one hardware/software/service package solutions that optimize office printing workflows. With this in mind, Samsung aims to dominate not just its home market and Asia but the global A3 printer market with the MultiXpress 7 line-up. It shows confidence in providing an unrivaled user experience through advancements in printer performance, device-to-device network capabilities, and mobile solutions.