Ricoh Aficio 3228C Podręcznik - Strona 5

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Ricoh Aficio 3228C

Product Dynamics

Market Positioning

The Ricoh Aficio 3228C is capable of

being both a color-capable and a color-

centric MFP solution. While these two

product descriptions may, to the end user,

sound like marketing semantics there is a

commonly accepted differentiator between

the two.

Color-capable is commonly regarded as a

device that is capable of continuing the

day-to-day monochrome workload while

also facilitating the occasional need for

color. Most regard the volume split for a

device of this type to be predominantly

monochrome with color making up

between 10 to 30 percent of the overall

page count.

The majority of users of color capable

devices are general office users producing

jobs using Office applications with the

same types of document production needs

as monochrome users.

To help the migration from monochrome to

color capable, the price differential

between dedicated monochrome and color

capable is kept as low as possible. The

same is true of the running cost in

monochrome mode. The reason being that

manufacturers and dealers are happy to

forfeit slightly higher capital cost sales

profit in exchange for the much higher

after-sales consumables business that the

color output offers.

Color-centric, on the other hand is where

the device is being purchased to handle a

high color workload, with more than 30

percent color within the typical workflow.

While the majority of color-centric devices

will also probably find their way into the

general office, there will also be a much

greater need to facilitate the needs of the

color professional; marketing, design etc

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who may be using more sophisticated

applications like Photoshop and Quark to

produce high quality color output.

These color professionals have needs for

more color management and workflow

capabilities than the general office worker

who wants to hit print and forget about it.

To accommodate these needs, some

manufacturers offer a more powerful

controller option (usually Fiery-driven) with

sophisticated software utilities.

The price differential between

monochrome and color-centric is

considerably higher (30 to 40 percent) than

that of the color-capable alternative. The

same applies with monochrome running

costs which tend to be higher than those

found on monochrome and color-capable

devices.

This is because the customer does not

need coaxing to the world of color, having

already been sold on the concept and are

prepared to pay the premium.

A recent BERTL color survey would

suggest that, while color-centric devices

are seeing big sales increases that the

typical workflow pattern in the office is still