Resellers incentivised to cash in on laser and solid wax consumables shortfall
Tally Ltd, the computer printer specialist, today announced that its new range of consumables is making a huge impact in tackling the escalating crisis surrounding the availability of consumables for laser printers and solid wax printers from Tektronix. Tally’s new Spectra*Star range of toner cartridges are destined for use in the Phaser 560, 740, 750 and 780 models, and the Spectra*Star wax sticks are being targeted at the Phaser 850 model. Tally - the only alternative for the supply of these consumables - is offering the channel significantly improved gross margin.
Managing Director at Tally, Robin Edwardes, confirms, “The availability of these consumables has, overnight, produced a 400% growth in our compatible consumables business, and established a significant new revenue stream. Our range covers more than 90% of Tektronix’s installed base, and we believe we may now own some 20% of the Tektronix consumables business. The lead time from Tektronix is now as much as 77 days, and the market just won’t accept this.”
Strong end-user messaging will support resellers in exploiting this opportunity. Not only is Tally making the Tektronix-compatible product available, the company continues to be the buyers’ friend when it comes to cost of ownership. Tally’s pricing provides a cost saving by as much as 35%, and the unique clear-plastic design of the toner cartridges allows users to see how much toner is left so that they don’t replace the cartridge before they need to.
Tally’s commitment to fixing the Tektronix supply problem is opening the door for resellers to regain healthy gross margins. Elaine Robins, Director of Supplies Management for ISA International, one of Tally’s largest consumables-only distributors, comments, “Despite the availability problem, Tektronix continues to squeeze the margin for the channel on its own consumables. Tally’s pricing ethic has always been attractive for the channel, and the policy on its new Spectra*Star range is no exception. Tektronix resellers should welcome the opportunity to earn more than the single-figure margins that they are currently restricted to. In addition, resellers can now offer their customers a good reliable alternative at a time when supply from Tektronix is very erratic.”
Tally is prepared to acknowledge that both the Tektronix reseller community and its user base have traditionally been brand loyal. Edwardes of Tally concludes, “Their loyalty has now been strained for far too long – since November 2000 – and we are seeing more and more companies turn to Tally for all their colour printing needs. For the channel, our salesperson incentive programme is very attractive, particularly in the Tektronix environment where consumables are sold in multiple units of twenties or even hundreds. For the end user, there are no issues about using compatible consumables, as we offer total peace of mind with our Platinum Warranty.”
Reformed in 1996 following the buy out of Mannesmann Tally from the German conglomerate Mannesmann AG, Tally has been dedicated to the manufacture and support of computer printers for more than 30 years. The company offers business users a wide range of mission critical, colour and desktop printers. These include mono/colour lasers, volume inkjet printers, high performance matrix printers and line printers where the company is recognised as the market leader.
Tally is based in Basingstoke in the UK from where it sells into more than 60 international markets through local distributors. This new facility includes a state of the art training, repair and commissioning centre and is the hub of its UK-wide service team of 20 engineers, which boasts a first-time-fix rate of 97%. Tally Ltd has enjoyed ISO9001 accreditation since 1991, and achieved Investor in People status in 1999.
A global player in the computer printer market, the company employs more than 1100 staff operating out of subsidiaries in the UK, Germany, France, Italy, Austria, Russia, Singapore and North America, and manufactures in Germany and the USA. In the UK, the company sells through distribution partners and VARs, and corporate customers include Tesco, B&Q, Ministry of Defence, Unichem, Kwik-Fit and HSBC Bank.
For further information on Tally Ltd, please visit http://www.tally.co.uk
Interviews, photography and further information are available from Natalie Johnson or Claire Adam at MCC International.
Claire Adam/Natalie Johnson
MCC International Ltd
Tel: 01962 888100
Robin Edwardes/Julie Field
Tel: 0870 872 2888
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