By Carl Schell, Associate Editor, December 15, 2009

At its spacious and slick showroom, Samsung Experience, at the Time Warner Center in New York City, Samsung Electronics America (SEA) officially introduced its new flagship hybrid color laser printer, the MultiXpress CLX-8540ND. Additionally, company representatives provided a handful of industry analysts with an update on B2B sales. Though the briefing was short, the news was long on success stories and examples of how Samsung continues to be a factor in the document imaging market.

Converging On A3

News of Canon’s proposed acquisition of Océ is just the most recent instance of the consolidation that’s happened in the industry. However, with the economy still facing major hurdles to get back to respectability, device consolidation has become even more prevalent in the last year or two. Replacing an underutilized A3 device for a printer MFP that a few departments can share is one example of an organization streamlining its operation and being more cost-conscious.

And that’s why Samsung’s developed the MultiXpress CLX-8540ND—the flagship of the company’s B2B portfolio. The A4/legal color MFP, which carries a suggested retail price of $8,249, has a rated speed of 40 ppm in color and black. Offering standard network print and scan, and copy functionality, as well as all types of optional fax capabilities, the CLX-8540ND is “designed for workgroups in large corporate environments and SMBs,” said Doug Albregts, vice president of SEA’s Information Technology Division, adding that it’ll help bridge the gap between letter/legal versus ledger printers by including advanced features typically found on traditional A3 devices.

Three of these “advanced” features are auto-color detection, whereby pages in a mixed color-and-black document are output accordingly; scan-to-hard drive functionality, which allows a file to be stored on the unit and subsequently be printed on demand; and standard accounting, allowing administrators to manage usage for individuals that, in turn, provides increased security and helps conserve consumables.

Though more or less typical of A4 devices in this speed range, the CLX-8540ND has a customizable full-color touch-screen LCD; on-board editing tools to enhance color output—Easy Color Manager; and comprehensive security measures, including standard hard drive overwrite, various methods of authentication and IPsec, IPv6 and SSL support. Standard and maximum memory capacities are 1 and 2 GB, respectively, while standard and maximum paper capacities are 620 and 2,720 sheets, respectively. The internal tray has a capacity of 500 sheets, and organizations can purchase an optional internal finisher that staples up to 50 sheets in one position; the 2-bin staple finisher and 4-bin mailbox sorter offer a combined capacity of 1,000 sheets, while the former can staple up to 50 sheets in one position. (For more information about the CLX-8540ND, stay tuned for the upcoming Lab Test Report.)

“Samsung has rapidly risen up the ranks in the A4 printer market, and it’s fair to say we haven’t really given ourselves credit for that,” Albregts said. “In 2008, when the overall printer sector saw 7 percent growth, our sales increased 78 percent—this simply couldn’t be possible without a high quality range of devices and a committed and energized sales channel. But we’re certainly not going to rest on our laurels: our goal is to build on the goodwill and fan base we’ve already established to ensure that Samsung is seen as the go-to vendor for reliable and feature-rich printers, both among small organizations and large enterprises.”

Facts And Figures

One of Samsung’s major initiatives, which was formally announced during a private press tour in June 2008, is to increase revenues in the B2B space while maintaining its position as a leading provider of B2C and OEM hardware. “We’re building a beloved B2B brand,” said Albregts. “Today, businesses are familiar with our devices and are quickly developing a trust in them. Ultimately, the goal is for businesses to have a passion for our printers—that they can be relied on no matter the environment, big or small.”

Samsung Electronics Corporation, of which SEA is a subsidiary, is a $100 billion company, having established a strong reputation with memory chips, flat-panel TVs and mobile phones; document imaging is the fourth wave of evolution.

According to Ken Colby, director of printer product marketing for SEA, Samsung is the number two laser engine manufacturer, and the company has improved by over 70 percent versus 2007. “Branded sales account for more than 60 percent of our total printer business, while our growth in B2B revenue is approximately 70 percent over last year.

“We focus specifically on A4 devices, which many manufacturers don’t view as a core component of their overall mission—this gives us a distinct advantage, especially during the current economic conditions,” he continued. “And though we’ve increased our market share, we understand there’s plenty of room to grow and are prepared for the challenge.”

So how else does Samsung intend on making inroads with SMBs and enterprises? Albregts stated that parlaying the company’s brand recognition from TVs and phones to its printing business is a huge contributor. Samsung sits at No. 19 in Interbrand’s list of “Best Global Brands” for 2009, a significant achievement when one considers Apple is in the ensuing position.

Albregts enumerated other areas where the company can prove its worth. “Our commitment to the dealer community is essential—we don’t sell direct,” he began. “Supplementing our portfolio with innovative devices like the CLX-8540ND will help us gain traction with larger organizations. Solutions are also a piece of puzzle; we offer software for document management and cost recovery, to name a couple, as well as for managed print services, which speaks to our relationship with resellers and, by extension, customers.”

Samsung’s sustainability practices, which are part of its burgeoning B2B model too, include ensuring that 100 percent of its devices are eco-friendly—50 percent of them are today—and to enhance “green” affiliations with its suppliers and partners; though the company couldn’t provide any data, it aims to reduce direct and indirect greenhouse gas emissions from devices and facilities. Samsung has had a toner recycling program in place since 2005, and it’s recycled 12.56 million pounds of hardware to date, according to Albregts. Additionally, Greenpeace ranks Samsung No. 2 among global electronics companies. Overall, Samsung’s eco-management commitment by 2013 is a $4.3 billion investment.

This article was originally posted on Buyer’s Laboratory.