Cognitive Solutions claims a history of introducing innovative products to the industry and in the April 2006 issue of IT Reseller we took a brief look at the company's C series compact industrial thermal printers. The company is keen to build a Europe-wide presence (it is represented strongly in the
Q: What is Cognitive's route to market?
A: Up to this year Cognitive was represented in
We mainly operate a two-tier model; but, where necessary outside of the
Q: How do you view the current state of the European market for your technology?
As you know, we are active in manufacturing where our products fit well with item ID, work in progress and asset tracking applications. We are also strong in warehousing and logistics, retailshelf edge labelling and inventory, and healthcarepatient ID and asset tracking.
Our new product rangethe C seriesputs us in an interesting position where we can provide technology that bridges the gap between mid and high range printers. The C series is important for this market, because we're offering metal-mechanism printers that can work at high speed and high volumes, whereas other companies in the desktop market are providing plastic-mechanism products that cannot compete technically.
Moreover, the price-performance benefit of the C series products is a good proposition for emerging markets. Where traditionally you had to buy big box printers to get high performance, customers can now purchase C series printers to benefit from equal or better performance at the price of a desktop device.
Q: Do you need to expand your current channels? If so, what kinds of partners are you looking for?
A: Yes, we are looking for more partners to support our growth expectations. We need value-add and distribution partners, particularly those with specific market knowledge and expertise. We've also added new staff within the organisation to help support our partners and drive growth.
Q: How will you support them?
A: We have comprehensive partner programmes that include demo printers, literature, loyalty rebates, marketing support and all the typical tools you'd expect to find from a dedicated manufacturer.
Q: What are your ambitions for Cognitive in
A: We have some excellent applications and excellent business in the
Our ambition is to make significant inroads in terms of product and company awareness in the major European regions as well as grow organically in the emerging European market economies.