Technology: It is using special kind of paper such as thermal paper which is used in the earlier fax machines. These sheets are made by plastic and there is a heat sensitive pigment. When the heat is about 130-170 degree, the color will be turned into white and thus the image will be erased.
The printer first introduced in Japan. And company scared about venturing it in other market. "We're going to approach customers to see if there's an interest in the technology,' said Keane, who also admitted that the technology's limitations mean it 'will never trickle down to a consumer product." (Toshiba Rewrites Printer Rules with Reusable Paper).
The company estimated they will launch the product in Europe only after the middle of 2007. And it will be done only after the critical analysis of the market and full fledged back support. "One thing that may put European consumers off is the cost. According to Toshiba's commercial manager for printers and related products, Michael Keene, the company is still some way off setting its European and UK pricing." (Barker).
Environment friendly: "Toshiba is touting reduced CO2 emissions created during the paper production process. Traditional paper manufacture and waste creates 6.5kg of CO2 emissions per 1,000 sheets, compared to 1kg for the same quantity of rewritable paper pages." (Toshiba Printer Erases and Reprints on a Single Sheet).
Since there are several problems associated with the op...
Company is able to find a niche market in the initial stage itself. They are focusing on the commercial entities rather than single customers. And their product specification is suitable for that.
Since there are several problems associated with the operation of the printer, the company considering the launching as test marketing. The company finds its customers who need of more copies but having a shorter life period. Thus the main target market is the commercial entities rather than single customer. Work instructions, picking list, shipping instructions, inventory slips and process checklists etc. are the main beneficiaries
Poor Technology: It is using old technology of thermal printer technology which is using in 1970 and 1980s. The printer using approximately 300C and the critics believe that this will offset the environmental goal. Another criticism was the inconvenience for handling the paper. Even after the erasing the previous content, there is a shadow in the paper. And if the paper is in the day light for a longer period the image will be permanently fixed. Again it should be collected separately and if it uses for several times it should be washed with a separate washing machine in order to remove the dust and other wastes. And it cannot be folded, or toned. If any damage is in the paper, the image also will not be quality one. Since these several problems are associated with the printer, there is need for monitoring also. (Barker; Toshiba Printer Erases and Reprints on a Single Sheet).
Opportunity: As a pioneer in the field Toshiba can skim the market before others enter the arena