In the six years since gaining distribution rights for the Konica brand, Itec has become one of the fastest growing document solutions company in southern Africa. Now, following the merger of Konica and Minolta, Itec offers solutions from both companies, and has added other internationally renowned brands into its mix.
LAST year's massive marketing drive ensured that Itec, claiming to be the fastest growing document solutions provider in southern Africa, was on the mind and lips of anyone near a television, radio, magazine, newspaper or billboard.
The company was founded by Jacques Duyver in 1992 and became known for the supply of Konica office and automation equipment. However, following the recent merger of Konica and Minolta, Itec started a more aggressive marketing campaign, a move that has paid huge dividends.
According to Jacques Duyver, the business started with a desk, a chair and a telephone, no outside investors, and no overdraft. From these humble beginnings it now boasts a R700-million/annum turnover and 700 staff members countrywide.
"The story actually started six years ago, when we took on the Konica product as part of our mix," Duyver recalls. "From that time on, our growth has been nothing short of phenomenal. When we started, we had less than 1% market share; today we have in the region of 10%."
Recent growth, he adds, has been particularly strong, owing primarily to the merger of Konica and Minolta. "There were many products in the Minolta range that Konica didn't have, and vice versa, so now we have a terrific printer range and a superb colour offering," he enthuses.
Itec is targeting the multi¬functional products (MFPs) sector and has the equipment and expertise to do so, It has allied itself with companies such as Colour Corporate, which is highly regarded in the industry, particularly in the field of digital printing and applications such as remote proofing.
"We count ourselves extremely lucky to have formed such an alliance," says Duyver, "particularly as colour is forming an increasingly large share of solutions for customers."
Providing complete solutions.
Speaking of solutions, the strategy and aim of the Itec team is to provide a complete solution regarding equipment and applications, and to forge Long-lasting relationships with customers.
"Regarding our MFP range, we generally target medium-sized to larger businesses, which have flourishing in-plant operations. Now we have begun to target small-end applications and are doing exceptionally well in this area."
"People are looking for complete solutions, and we have the equipment and the skills to provide that. They're looking at the whole cost of ownership, so we study their needs thoroughly — from printing, faxing, scanning and copying to how it all links to the networks. All their communication needs are dealt with in one fell swoop."
John Buchanan, Itec's national technical manager, agrees that holistic solutions are the key to growth and Itec's sales and service back-up teams are groomed in Mie art of CRM (customer relationship management), which everyone at Itec sees as crucial to the company's survival. "It doesn't matter how good your products are," says Buchanan.
"If your CRM skills don't match that, or if your vision is not synchronised with that of your customer, then you have no chance in this highly competitive market. That's why we pride ourselves in ensuring that this is first and foremost in everyone's strategy here."
What's happening in the marketplace today, in Buchanan's opinion, is a merger of markets into one common melting pot, with many players competing with their own products.
"The dividing lines are falling by the wayside. We're seeing printed products forming part of the product offering and colour coming in to replace black-and-white. Customers arc going from a printer-based engine through to a MFP-based engine, with colour all in one range," he explains.
The environment has changed radically, "In the past," Buchanan continues, "we would sell a photocopier. Today, we enter into a solutions-based alliance that encompasses everything including remote network administration, we broaden the impact of a customer's operation with scanning, printing and archiving of documents all on the network. The customer can also scan to e-mail, so the Internet also forms part of his printing solution."
In Buchanan's view, this arena is becoming almost as large as VDP (Variable Data Printing). "Actually it forms part of the communication cycle — and we're talking about how and where you distribute data," he elaborates.
Just one example that he cites is that in the past a head office would print in bulk and distribute to branches around the country, involving massive costs. Now, the customer e-mails the file and printing is done when and where it's needed, eliminating distribution and storage costs.
"It's also effective for data changes, which can be done instantly — for example, changes on letterheads. Also, only as many copies as are needed are printed."
Buchanan maintains that in the new print economy, MFP and litho are complementary, one for short run markets and the other for high print volumes, He says that more and more companies are beginning to realise this, and to view the entire communication process in a new light.
"We live in an information-sharing era," he says, "and we view documents not only on printed paper, but electronically. That's the thinking at Itec, and one of the reasons why it's such a progressive company. We're forward-thinking, and always planning innovative ways to solve problems for customers, and how to improve efficiency and productivity In dynamic ways."
"In our sales training, we stress that if any team member finds a company operating the same way it did a year ago, there has to be a problem. Such companies are missing out and need to be informed that technology has changed significantly and new offerings are coming up all the time."
A lot of time is spent at Itec in keeping up with technology.
"Keeping up with trends is the biggest part of the battle," says Buchanan.
The company's training is focused on three strategic areas — skills training; product training, and sales training, The training department also has a vital fourth function: ensuring all three training arms meet to provide back-up service to customers.
Targeting mainline commercial printers is part of the company's market strategy. "But you can't go into the mainline print market unless you understand it thoroughly," he says, "In any event, the mid-production sector is so huge, that all our efforts are currently focused on that."
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