"We see the all in one market today representing more than fifty percent of the marketplace. And it's quite exciting for us because Lexmark has always had its strength in this all in one segment."
The latest models are the X3350, which sells for 79 dollars after a 20 dollar rebate and the 129 dollar P4350. While both will print directly from Pictbridge enabled digital cameras, the 4350 includes a memory card reader and a 1.7 inch LCD screen. It allows you to select photos you'd like to print…and do some simple editing like cropping without having to turn on your computer. Lexmark, like other printer makers, is trying to convince consumers to print photos at home…rather than at the neighborhood drug store or supermarket…
"Cost per print has come down for the 4 by 6. All manufacturers have responded and are looking at this market. All manufacturers are looking at where can we expand away from the PC to digital cameras or to the stream of photos that's being produced at home. And we see the home winning versus the 4 by 6 photo lab. The reason being because of the ease of use again. That's how our strategy has come together."
The P4350 all in one prints a borderless photo in about 38 seconds. Bloomberg Boot Camp, I'm Fred Fishkin.