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Emerging Markets for the Office Document Technologies (“ODT”) Industry: A Study of Brazil, Russia, India and China

Publication Date: February 2009
Services: Network Document Solutions, Digital Peripherals Solutions, Communication Supplies Consulting Service

Introduction

The emergence and growth of developing economies across all regions of the global market comes at a critical time for the document imaging industry. Growth rates for traditional office copier, printer, and MFPs, once the staple of this market, continue to show signs of flat growth in unit placements and increased erosion of profit margins in developed markets such as the U.S. and Western Europe, forcing vendors to find new sources of document imaging revenues and profits in an increasingly competitive market.

Vendors must look to expand their product reach to alternative and lucrative global markets to maintain business growth. Vendor focus on emerging markets makes sense as they remain big targets for profitable business growth over the next twenty years. Brazil, Russia, India & China (BRIC) represent the largest geographies of “ODT” growth opportunity for vendors to capture.

The BRIC nations as a group will be bigger than the countries that define G7 by 2032. Between 2000 and 2005, the BRIC regions contributed approximately 28% of global GDP growth in terms of U.S. dollars and 55% in terms of Purchasing Power Parity (PPP). BRIC’s share of global trade continues to climb at a rapid rate. At close to 15% currently, it is now double the level it was at in 2001. BRIC’s share will grow at a 10.4% CAGR through 2015.

End-user behavior and buying patterns are unique in each of these regions and understanding these differences is critical to sustaining business growth. Each region has its own unique idiosyncrasies ranging from governmental regulations to purchasing requirements of customers. InfoTrends is launching a landmark study entitled “Emerging Markets for the Office Document Technologies Industry – A Study of Brazil, Russia, India and China,” to help office equipment vendors and suppliers understand the dynamics and industry impact of these emerging markets and clearly understand what is necessary to be successful in each.

Project Objectives

This study is designed to provide vendors with critical planning information needed to develop successful growth strategies in each key developing market. It will:

• Profile and evaluate the total office document technology market potential of Brazil, Russia, India and China by business segmentation: small, medium and large businesses
• Focus on end users and channels to understand acquisition and usage behaviors associated with office document technologies (i.e., copier, printer, communication supplies and document solutions software).
• Develop a clear understanding of the size, nature and future growth potential for copiers and printers. Generate placements, installed base, forecast and trend analysis.
• Establish and evaluate current hardcopy supplies (i.e., paper & cartridges) market size, forecast and trends and trends analysis.
• Establish and evaluate workgroup and departmental office document software (i.e., capture/routing, document output, document management and device management applications) market size, trends and growth potential.
• Profile current channel landscape and expected changes over time as each developing market matures.
• Examine current purchasing behavior, brand awareness and preferences of both end users and channel.

Analysis & Project Deliverables

We will conduct extensive analysis of the desk research, personal interviews, and surveys to develop a comprehensive understanding of the opportunities and issues with BRIC regions. Clients will receive a combination of reports, presentation materials, and data for senior management, product managers and planners, and sales and marketing executives. These materials will include:

• Executive summary with key findings
• PowerPoint style document with bullets
• PowerPoint presentation with charts
• Developing market demographic profiles
• Market forecast
• Data tabulations

Getting Started

For more information on the study or to sign up as a participant, contact Scott Phinney at +1 , ext. 123 or via e-mail at . Early subscriber discounts are available until August 8, 2008. Clients that sign up early can also provide input and review of the structured surveys.