Mintel's Digital Cameras and Peripherals - UK, Market Intelligence, May 2006, shows that two-thirds of consumers own a digital camera. This is a significant increase from the less than 5% of digital camera owners in 2001. PCs are now used to edit, print and send photos. Aside from the increasing popularity of peripherals, there is also increasing demand for wireless technology.
Demand for wireless technology experienced rapid increase since 2004 and continues to this day. However, among printers, price erosion has reduced demand for these peripherals. To remedy the situation, companies have concentrated their production on Multi-Function Printers (MFPs) rather than Single-Function Printers (SFPs). The performance of MFPs for the period 2001-05 is shown in Figure 1.
Target customers are the specific segments or groups of the market to which your product is geared to. Before you are able to do this you must first identify "needs" for your product. Many professionals who are required to work outside the office are constantly looking for ways to make their job more portable and convenient.
Our target customers are busy professionals who do not always have access to a desk and standard desk sized printer. Because more and more people are opting to work in other places besides an office, this sort of technology is a must. We believe that the ImaJet with Bluetooth fits this market need.
We have divided our target customers into two main categories: 1) Professional Users; and 2) Non-Professional Users. These two main categories are further divided into two categories each. For Professional Users, the subcategories are: a) Photographic and Visual Industry Professionals and b) Corporate Users. For Non-Professional Users, the subcategories are: a) Hobbyists and Home Applications, and b) Students.
1. Professional Users
Professional users who would be in need of the ImaJet with Bluetooth would include the following:
a) Photographic and Visual Industry Professionals
This would include professional photographers of all types, such as those engaged in portrait photography, landscape, architecture, wildlife, etc. This category would also include newspapers, magazines, printing presses, and similar establishments. The ImaJet with Bluetooth will also be useful for interior designers, theatrical and cinematic designers, etc.
b) Corporate Users
Some of the examples of these professionals who would be interested are: Attorneys, police officers and inspectors. For the attorney, the printer allows for printing in and out of the courtroom for last minute reports and e-mails that were forgotten or destroyed, or when extra copies are needed for someone else's file.
For the police officer -Law enforcement saves time and hassle by allowing them to print citations and any reports on drivers right on the side of the road from the safety of the car. Because of its size it does not get in the way inside of the vehicle. For the inspectors - This machine is handy especially for home inspectors; they are able to print out a quality hard copy of the inspection for the customer immediately after they are finished. Water inspectors would also find these useful because they will be able to print out copies of the work area to use for consulting with repair crews and customers