Differentiation is the Name of the Game in 2003
In a marketplace where so many companies are selling the same engine (box), finding a way to differentiate that engine from the way in which the original manufacturer positions its offering (as well as other resellers of the same engine), is a challenge that is facing many digital imaging technology providers today.
Differentiation - IBM-style
Let's take IBM as an example of one manufacturer taking another manufacturer's engine (in this case, Ricoh's 85cpm engine) and adding its own twist. By this we mean, IBM has reconfigured the device to include an IBM print processor, print drivers and network utilites, thereby taking the 85ppm "copier" engine and positioning it as a high volume "print" production device.
IBM manufactures a range of high speed cut sheet and roll fed printing devices, designed to handle the rigors of the central data processing department, book publishing and mainframe host printing arena. In this sector, there is no doubt that IBM is a major player. But, IBM now wants a cut of the action in the office printing and entry level printshop market. So, in an attempt to capture a sizable portion of this lucrative space, IBM has formed alliances with several leading copier and printer manufacturers in these sectors; this is where it starts to get interesting.
800,000 pages a month - versus - 500,000 pages a month
In cooperation with the original manufacturer, IBM has taken Ricoh's 85 cpm copier engine, added a series of enhancements (one of which has taken the volume capability up to a rated 800,000 pages a month versus 500,000 from the original manufacturer), added its own print processor / drivers and, thereby, has transformed the device into a printer-centric device capable of highly efficient use of network bandwidth, while providing users with an extensive network management utility suite.
Printer-centric - vs - Copier-centric product positioning
IBM markets its Infoprint 2085 primarily as a high volume, high speed "printer"; copying is considered a secondary function. IBM also sells the Infoprint 2085 with network printing within the entry level price and has installed its own print controller, designed its own print drivers and includes its own network management utilities. The IBM Infoprint 2085 ships with its own Intelligent Printer Data Stream (IPDS) driver.
BERTL put the IBM Infoprint 2085 through a wide range of tests
While the IBM print driver was well laid out and the system provided high levels of productivity across many of our print jobs, it was when we entered the advanced section of the driver that a whole new world of document production opened up before our analysts....
Different PM cycle for heightened product stability between service calls
IBM further "differentiates" its 85 ppm offering via a series of other IBM refinements. According to IBM, these refinements were introduced with the aim of increasing productivity and duty cycles. For example, IBM introduced a different preventative maintenance cycle (PM); the aim here was to ensure stability of the device between service calls. IBM also made alterations to the replacement part rate during PM's. Further modifications were made to the toner delivery mechanism plus improved temperature isolation of cleaning station from fuser.
In all, BERTL analysts considered IBM's refinements, or as BERTL prefers to call them "differentiators", had a positive effect on output speeds, for example :
When switching from one paper source to another
When switching between simplex and duplex jobs
By reducing delay time between jobs
Plus the extensive document management capabilities.
The performance benefits outlined above mean that a major strength of the IBM Infoprint 2085 is producing manuals; documents that require more than one paper source (training manuals with different colored sections, documents with front and back covers, etc).
BERTL's "Imaging at Work" product evaluation report on the IBM Infoprint 2085 provides an in-depth evaluation of this important production device.
Like all complex devices of this type, there are PROs and CONs that must be considered by potential buyers. BERTL encourages buyers and product resellers to pay close attention to the way IBM has taken a well known 85 cpm copier engine and positioned it as a print powerhouse by the use of its own key "differentiators"..
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