Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Brother's New Focus; Equipment Company Aims to Take New Ground with 'Important' Printers

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Brother's New Focus; Equipment Company Aims to Take New Ground with 'Important' Printers

Article excerpt

Byline: KIERAN SALSONE

THE team from Brother wasn't flinching as it called its new generation of printers the most important in Brother Australia's history.

It may well be - not just for the strong push towards modularity and better build construction, but for the new direction the Brother business has been taking.

Brother already has an established and somewhat fortified presence in the consumer market, but for the last few years, has been retooling its corporate teams to make the move into the B2B and corporate markets as well.

This latest generation of machines is the vanguard of the new direction, with Brother's reveal to resellers on Wednesday night garnering broadly positive reactions.

"We are extending our offerings to key corporate, healthcare, public sectors, hospitality and retail industries," said Luke Howard, Brother International Australia's commercial market development channel manager.

"Our aim is to deliver business productivity and cost efficiencies first and foremost."

General manager of sales Dean Kendall says flexibility lies at the core of the new strategy.

Such a vague word might seem cheap if not for the channel structure Brother has built here. Manufacturing, development and servicing are all handled in-house, and while sales are entirely taken care of by resellers, Brother interacts directly with end users to ensure solutions are delivered profitably for them.

Discovering these "pain points" in tandem with the customer and dealing with distribution partners to solve them is, according to Howard, made possible by their refusal to sell directly to customers, making resellers and partners less worried they'll have business stolen from them through direct interaction.

Brother has been working with chains such as Lowes and Pumpkin Patch, and the results so far have been impressive, if not at the scale they appear to be aiming for. …

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