The Good News for Independent MPS and why the Kodak ad campaign is dumb

Everyone knows they are paying too much for toner. But does that mean they are going to buy Kodak boxes? I don't think so. The roll out will probably take too long. Plus risk/benefit equation is not going to be higher than the cost of change. Plus the market for desktop printers is pretty saturated in the States. And the risks of change in the enterprise are much too high.

So that probably means folks are going to accelerate their movement to alternative toner. There's a name for it in the independent world, but I don't remember it just now. Besides, I'm a commercial print guy, not a copier, MFP, MPS guy. But anyone can see that it probably means the margin on toner will continue to be squeezed on all the global's recurring revenue streams of toner and supplies.

Maybe it's an awesomely clever campaign to attack the competition's recurring toner revenue. So is Kodak actually really smart? Only time will tell.

But in any case, check out just one site I found by clicking on the link to a commenter. It's called

Ink Technologies. The tag line is DISCOUNT PRINTER INK & TONER CARTRIDGES, XEROX, KONICA MINOLTA, OKI, LEXMARK, HP, MORE . . . Ink Technologies.com

Then Google search "discount toner cartridges". I got 1,100,000 hits.