Written by Nick Booth

CRN: 29 May 2008

Print manufacturer Oki is launching an offensive on the education market through its Cheshire-based reseller partner Printerland, which claims to be the top partner for rival vendors Xerox and Samsung, as well as Oki.

Printerland managing director James Kight dismissed ideas of a conflict of interest for Oki. “Historically, we have been Oki’s largest partner. “Oki has been our supplier for education, and education is a massive commitment because it represents 45 per cent of our business.”

To demonstrate this commitment, Printerland has set up an entire department in the company dedicated to Oki. “We have a phone line, account managers and support staff all devoted to Oki,” explained Kight. “Oki is dedicating a lot of marketing resources to help us capture more of this market.”

Investing in the community is key to winning business in the schools market, Kight said. “Oki is investing in a lot of sponsorship because there is a lack of product knowledge.”

Printerland’s efforts exemplify how other resellers could succeed in this market, said Ewa Johnson, Oki’s marketing director. The trick is to turn Oki’s education campaigns and community ventures to their own advantage, she argued.

“Resellers need to work with us to broaden our brand awareness and promote our approach to the market,” said Johnson. But education-focused print resellers will have their work cut out in the Cheshire area. “We are recruiting all the sales people with experience we can find,” said Kight.