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Key positioning strengths of the Aficio MP C2050

and how to combat them with prospective

customers

What the Ricoh sales rep could say:

"The Aficio MP C2050 has a lower MSRP than the WorkCentre 7120, start-

ing at $6,100 versus a starting price ranging from $6,999 to $7,499."

How to respond:

The difference in price is marginal, especially when you consider the

WorkCentre 7120's higher memory, higher hard disk drive capacity,

higher document feeder capacity and faster rated scanning speed. In

fact, simply adding 1,000 sheets to the Aficio MP C2050's paper capacity

adds a whopping $1,313 to its price tag. You simply get more for your

money with the WorkCentre 7120.

What the Ricoh sales rep could say:

"The Aficio MP C2050 can handle media up to 12" x 18" (A3+), which

allows users to create full-bleed ledger printing by printing ledger size on

ledger-plus paper, then cropping the edges to eliminate the margin. This

is not possible on the WorkCentre 7120."

How to respond:

Only a handful of businesses will ever need full-bleed ledger printing, and

those that do will probably prefer using an MFP more geared to a produc-

tion or CRD environment (for example, something with a faster engine

speed to handle large print runs).

Xerox WorkCentre 7120 vs. Ricoh Aficio MP C2050

What the Ricoh sales rep could say:

"The Aficio MP C2050's hard disk drive can be overwritten up to 9x for

complete hard drive sanitation. The hard drive for the WorkCentre 7120

can be overwritten only three times."

How to respond:

Unlike the Aficio MP C2050, the WorkCentre 7120 has achieved Common

Criteria certification for its security suite, including its hard disk drive over-

write capability. That validation provides more peace of mind than even

a hundred-times-overwrite that has not been certified to actually work.