March marked the official launch of Seine Technology’s Pantum brand of laser printers worldwide. Though almost a year and half after their initial launch in China, this was for all intents and purposes Pantum’s coming out party that included a big stand at CeBIT, press releases, presentations, interviews, and although speculative, a few steins of Germany’s best brews (ah, CeBIT!). Headlining the party were a couple of tidbits that particularly caught my attention. First, the company says it shipped 100,000 units in China during its first year (2011), placing it at about 5 percent of the mono laser printer market in China. That’s not bad for a brand new printer line, much less a brand new company. Secondly, Seine’s Pantum brand officially launched in Europe, its fourth geographic region after China, Australia and Israel. Next on its checklist: South America, Southeast Asia, Africa, and of course, the U.S. I think it’s safe to say that given the level of Chinese nationalism at play, Pantum expected to do well in its homeland. Garnering nearly a 5 percent share of the world’s second largest laser printer market in the first year is certainly admirable, but it’s not a landslide. It’s similar to Mitt Romney barely winning Michigan, except Mitt’s been around the block a couple times, and let’s face it, capturing just 5 percent of China’s mono laser printer market isn’t exactly winning. I could count on both hands and both feet the number of laser printer vendors vying to grab significant market share from HP, only to land in the single digit share range and winning away customers not from HP but mostly other “alternative” brands.

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