Oki Systems (UK) Limited (part of the Oki Electric Group) today unveiled a new global identity, OKI Printing Solutions. The repositioning is part of the organisations continuing drive to be recognised as a major challenger brand in the global colour non-impact printer market.

The new name reflects the companys focus on empowering businesses and their staff to maximise the effectiveness and efficiency of their printed communications, by providing flexible, easy to use printing solutions. The companys definition of a printing solution is simply the answer to a customers printing need; from a basic printing requirement through to a tailored, customer specific solution.

The repositioning presents OKI Printing Solutions with the opportunity to create a consistent global brand identity across the 120 countries in which it is represented. It also encapsulates its market representation, expertise and breadth of printing solutions giving the company the flexibility and adaptability to effectively compete at a global level.

"We turn the page today on a brand new image and identity that will propel our vision for the future of the printer industry," says Mikihiko Maeno, President and CEO. "Over the past five years, OKI Printing Solutions (formerly known as OKI Data Corporation) has evolved into one of the key challengers in the printer market place across the world; constantly bringing award-winning printing solutions to market that have set new standards. This experience has provided us with a clear direction for advancing our business, allowing us to build equity as a leader, innovator and trusted partner.

To maintain its momentum as the challenger brand, OKI Printing Solutions is broadening its portfolio further by announcing its entrance into colour Multifunction Product (MFP) market with class-leading A4 & A3 colour MFPs. These products, to be launched mid May 2005, are based on the award-winning technology of the C5000 & C9000 Series of printers and will once again set the standards against which others are judged.

When devising the new brand identity, OKI Printing Solutions adopted a collaborative approach and consulted a cross-section of its wholly owned and representative offices around the world. This ensured that the new identity reflected the ongoing evolutionary direction and cultural development of the business to a more market and customer orientated approach.

Chris Gill, Regional Vice President, OKI Printing Solutions (EMEA): By leveraging the full capability of our network, it gives us the opportunity to support and deliver a more global approach and as an organisation to take a more prominent position and challenging role in this competitive marketplace.

Gill adds; This has already been demonstrated over the past five years, where we have broken several barriers in the professional printer market -making colour printing affordable to all businesses without the need for businesses to compromise on quality, speed or cost.

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