Brother Commercial, the Japan-based printing technology firm, is increasing its appetite for business growth in emerging markets in a drive to capitalise on the major source of significant revenue growth.
Fujimoto: Aims to double Thai revenue
The remarkable ascension of middle-class consumers across emerging economies has delivered strong rates of economic growth.
"Thailand is the group's largest revenue generator in Asean, contributing 34% of the total," said Tomoyuki Fujimoto, the new managing director of Brother Commercial (Thailand), who will succeed Takao Shima in November.
Mr Fujimoto said Brother aims for revenue proportion from emerging countries accounting for 30% of the group's projected total of 255 billion baht by 2015, up from 20% of 155 billion in global revenue for 2012.
Emerging markets include Asean, Latin America, China, India and Eastern Europe.
Mr Fujimoto said the company also aims to double sales revenue in Thailand by 2018, focusing on the growing printing business, which accounted for 90% of local sales revenue. Remaining sales came from sewing machines.
He expressed confidence the printer business still has room to grow, thanks to burgeoning mobile data traffic, which has escalated the need for printing via mobile devices. This could offset the printing decline on a per-page basis by individual users.
Brother is one of the top three printing vendors in Thailand, with a 20% market share.
Mr Fujimoto said the company expects the local printer market to continue growing by 5% this year, especially multi-function laser and inkjet printers.
Mr Shima, who will complete his five-year tenure this month, said Brother will continue focusing on its "Asian product model" by developing products to especially serve Asians in growing markets. In July, it rolled out eight laser printers designed specifically for the Southeast Asian market.
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