Dell Pledges To Drive Down Printing/Imaging Prices

Product introductions expected in first half of 2003

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Dell Computer CEO Michael Dell Wednesday pledged that his company will aggressively drive down the total cost of printing/imaging products and supplies with its first product introductions coming in the first half of next year.

"We think we can drive down the entire cost of owning and using printing products," said Dell in a question-and-answer session with 5,000 IT executives here at the Gartner Symposium ITxpo.

"If you look at any other market that Dell has gone into, we have been able to significantly save money for customers," he said. "We know we can do that in printers we have looked at the supply chain all the way through its various cycles and we know there are inefficiencies there."

Dell recently inked a deal to private-label printers from Lexmark. The deal has been viewed as a direct attack to eat into the market share of printer/imaging market leader Hewlett-Packard.

When HP learned about the Dell-Lexmark deal, the company abruptly ended its printer reselling agreement with Dell.

Dell would not talk about whether his company will deliver toner cartridges or other products that undercut HP's offerings. "I think the price of the total offering when we include the printer [and the supplies . . . that entire price can come down quite considerably," he said.

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