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Preliminary 2001 U.S. Copier Market Estimate & Summary

28 May, 2002 By: CAP Ventures imageSource

Preliminary 2001 U.S. Copier Market Estimate & Summary

the total market for copiers, including analog and digital black & white as
well as all color copiers declined 12 percent from 2000 to 2001. Xerox’s exit
from the SOHO market greatly impacted total placements, as they were completely
out of the market by the end of the first quarter in 2001. Other copier segments
were also down for the year, including Segment 4, Segment 6, and Production
Color copiers. The remaining copier segments grew year over year.


on our analysis, we estimate that:

  • 1,841,600
    new black & white and color copiers were placed in the U.S. in 2001.
    This represents a decline of –11.6 percent over 2000.

  • Excluding
    the PC segment, we saw placement numbers for 2001 of 1,287,800, an increase
    of 7.4 percent.

  • There
    were approximately 201 products introduced last year in Segments PC-6 with
    many vendors filling gaps in their digital product lines.

overall positive financial reports of companies such as Canon, Danka and IKON
are some positive indicators that the office equipment industry is on the
rebound. Many factors led to the flattening out of this once high growth
industry. Obviously, the slowdown in the economy and the events of Sept. 11
contributed. However, this has been an industry in transition for some time. The
rapid conversion from analog to digital products, while creating many
opportunities, has also created turmoil for many of the manufacturers and their
distributors. With more product offerings in the production color segment, and
in segments 5 & 6, plus the implementation of new strategic business plans
by several vendors, 2001 overall was a pretty good year for most.


having announced strong results for fiscal year 2001, accounted for 36 percent
of all copier placements in the U.S. in 2001. Xerox was second in total market
share with 15 percent of placements. Much of Canon’s increase in placements
came from the PC Segment as Xerox exited that market.



Segment (1-10 ppm) – This segment was dominated by three vendors in 2001:
Canon, Xerox and Sharp. Based on our 2001 estimates the PC Segment experienced
an overall decline of –48 percent. Both digital and analog devices suffered at
–65 percent and –37 percent, respectively. Two key factors contributed to
this erosion. The first factor was the departure of Xerox, who posted a
reduction of nearly -200k placements over the year 2000. The second was the
impact of platen-based printer devices with copier capability from vendors, such
as Lexmark and Hewlett-Packard.

1 (11-20 ppm)
– Segment 1 experienced a healthy growth of 15 percent over
year 2000. Both digital and analog categories grew, at 16 percent and 14
percent, respectively. On the analog side, nearly all vendors posted a decline
with the exception of Canon, who showed a 58 percent increase. In line with the
ongoing product shift from analog to digital, the majority of vendors saw an
increase in Segment 1 digital placements over year 2000.

2 (21-30 ppm)
– Segment 2 is still dominated by the independent dealer
channel and direct sales entities. As part of the Workgroup 1 Segment, products
in this Segment can straddle myriad environments and applications, and are often
as well featured as their higher speed counterparts. As a result, declines in
this Segment are often in direct contrast to the performance of Segment 3
devices. Our 2001 estimates show Segment 2 experiencing an overall decline of 14
percent. On the analog side, the change was –56 percent. Digital Segment 2
products grew 9 percent overall.


3 (31-45 ppm)
– Based on our 2001 estimates, Segment 3 experienced robust
placement growth of 7 percent over 2000. Digital copiers drove all of the growth
in Segment 3, accounting for 92 percent of this Segment’s 2001 placements.


4 (46-69 ppm)
– Segment 4 declined for the third year in a row from
209,100 placements in 2000 to approximately 197,000 unit placements in 2001.
This represents a 6 percent decline between 2000 and 2001. Digital copiers
accounted for 82 percent of units placed in this Segment in 2001. At the same
time, analog placements declined from 54,600 units in 2000 to 35,100 units in
2001, a 36 percent decline.


5 (70-90 ppm)
– Segment 5 placements grew 19 percent between 2000 and
2001, increasing from 32,300 to approximately 38,500 units during this time. New
digital product introductions from Canon and Xerox helped drive a large volume
of new digital placements into the market. Total digital Segment 5 copier
placements increased from 16,230 units to 32,700 units year over year.


6 (90+ ppm)
– Segment 6 unit placements declined year over year by 16
percent, declining from approximately 8,700 units in 2000 to 7,300 units in
2001. The primary reason for this decline is that the number of digital copiers
in this segment is still relatively limited. Although Canon and Ricoh have
entered Segment 6 with the imageRUNNER 105 and Aficio 1050, respectively, Xerox,
a historically dominant player in this segment, has yet to introduce a digital
copier with speeds above 91 ppm.


Color Copiers
– The only player in this segment of the market is
Hewlett-Packard with its line of single-function inkjet copiers. Their
placements declined from 86,000 in 2000 to 35,000 in 2001. We expect this
segment will dissolve by next year.


Color Copiers (3-23 ppm)
– The year 2001 was a very good year for the
convenience color market. Vendors saw a 10.2 percent increase in placements over
2000. Unit placements went from 37,100 in 2000 to 40,900 in 2001. Canon led all
vendors with 12,300 placements and a 30 percent market share. Canon was followed
by Xerox with 9,200 placements. Interesting to note, with their acquisitions,
the Ricoh group of companies (Ricoh, Lanier, Savin and Gestetner) has developed
a strong market presence in the color arena with a combined total of 9,800
placements in 2001.


Color Copiers (24+ ppm)
– This product category had a 7.5 percent decline
from 4,000 units in 2000 to fewer than 3,700 units in 2001. Part of this decline
was caused by the movement of vendor product lines toward printer-only products,
which fall within the printer-only category. An example of this is the Xerox
DocuColor 2000 series, which is not included in the Production Color Copier
Segment. Canon leads the copier/printer category with its family of CLC
offerings, including models such as the CLC 5000 and CLC 3100. Another reason
for the decline is that several vendors were expected to enter this segment in
2001, but some of these products were delayed and may not even be launched until



the complete CAP report, including detailed placement estimates and market share
figures, contact CAP Ventures at (781) 871-9000.

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