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Case Study
CASE
STUDY:
PHILIPPINES
Fuji Xerox Printers enters into new market
by offering quick print solution
BACKGROUND
In Philippines, the demand for the mobile phones has been
on the rise in the past few years. It has the highest mobile
phone user penetration in Asia Pacific. This trend has lead to
the popularization of the digital photo taking in the last 2 years;
as most mobile phone would come with a decent camera
function.
Working with our appointed distributor in Philippines, American
Technology., Inc., the Fuji Xerox Printers team in Philippines
identify a new segment and business opportunity. Targeting at
the bourgeoning internet café market, the quick print concept
was mooted and the initial discussion started in mid May 2007.
DocuPrint C3290FS
Fuji Xerox Printers

Case Study
PRODUCT REQUIREMENTS
Together with the distributor, Fuji Xerox Printers short listed several models for this project. DocuPrintC2090FS
and DocuPrintC525A were initially suggested and evaluated. Using several internet cafes as test-bed for this
project, the team was able to understand the requirements and anticipate possible issues early.
Some of the key requirements were:
1. Low running cost – as most
of the existing quick print shops
were able to offer prints at about
US$0.15 (per 4R print), it was
crucial that the cost and price of
such a print from the Fuji Xerox
Printer be lower.
2. High print quality – as a printer
for digital photos, it was important
that the print quality was of the
highest quality.
3. Product durability – a quick
poll was conducted amongst the
selected internet cafes and it was
found that the average monthly
print volume was relatively high,
estimated at 8,000 to 10,000
prints. It was essential that the
printer proposed be of a high
monthly duty cycle and of high
reliability.
The Product Manager of American Technology,.
Inc. during the initial testing of DocuPrint
C3290FS
Fuji Xerox Printers

Case Study
BUSINESS PROPOSAL
After identifying the requirements,
the team from Fuji Xerox Printers
and ATI started the selection of
the appropriate product model
for this business proposal.
After much discussion and
deliberation, the team decided
on the concept of “Colour King
Corner” – a Fuji Xerox Printers
branded printing and copying
concept that will reside in each
internet café. The concept will be
branded as solution kiosks where
customers can print digital photos
and documents, copy documents
in monochrome and colour and
scan images. A multi-function
printer was therefore required.
While Fuji Xerox Printers had
only DPC2090FS at the point of
discussion, it was noted that in
its roadmap, Fuji Xerox Printers
would be launching its high-end
A4 colour multifunction printer,
DocuPrint C3290FS in September
2007.
After evaluating the printer and
its specifications, the results were
very positive.
DocuPrint C3290FS was
superior in most specifications
and matched the requirement:
1. The total cost of ownership
was reasonably low. After
calculating the purchase cost,
material usage and printing cost,
the price of each print was lower
than that of the conventional
photo printers.
2. The users were extremely
impressed by the high printing
quality of DocuPrint C3290FS.
Photos taken in numerous
conditions and environment
were printed. The print outs
were sharp, clear and crisp while
the overall tone and accuracy
were not compromised. The Fuji
Xerox pioneered ‘Direct Transfer
Printing Technology’ and the use
of the Emulsion Aggregated High
Quality toners was instrumental in
creating the true-to-life prints.
3. With a 60,000 image monthly
duty cycle, DocuPrint C3290FS
is designed for heavy usage and
was suitable for the quick print
/ internet café environment. In
addition, the simplified page path
of the ‘Direct Transfer Printing
Technology’ significantly reduces
paper movement and thereby
cutting down on paper jams.
Following the selection of the
product model, ATI and Fuji
Xerox Printers started developing
sales and marketing tools for this
proposal. Targeting at over 10,000
potential internet café and corners
across the entire Metro Manila
and its surrounding provinces,
telesales and direct sales team
were established.
Fuji Xerox Printers

Case Study
SOLUTIONS & BENEFITS
Launched in September 2007,
the targeted internet cafes were
able to offer to its users:
1. Digital photo print (by
individual piece instead of 6
pieces offered previously)
2. Standard solution to create
stickers, t-shirt designs,
magnets, etc.
3. Other services offered by the
DPC3290FS (print, scan, copy,
fax in color)
The low running cost would also
result in the higher returns and
profit of each internet café.
By now, ATI and Fuji Xerox
Printers have installed over 40 of
DPC3290FS in several internet
cafes across Manila and the target
is 1000 units by the end of 2008.
INTERVIEW WITH CAFE OWNER
MARIO’S CAFE, MANILA
What was the main factors
in deciding to purchase the
DocuPrint C3290FS?
- I was impressed with the low
running cost, its durability and
most importantly, its superb print
quality. My customers have been
returning for more prints.
What is your overall experience
with Fuji Xerox Printers?
- The staff of ATI and Fuji Xerox
Printers were very attentive and
knowledgeable. The salesperson
was quick to highlight solutions
to my issues and the installation
was problem-free.
Will you recommend Fuji Xerox
Printers to others?
- Of course! I had bought other
brands of printers before but none
as good as Fuji Xerox Printers. I
will not hesitate to recommend the
DocuPrint C3290FS to others.
Fuji Xerox Printers