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Brother Shines in Global Printer Market in Q4 2023: IDC

Brother has emerged as a standout performer in the hardcopy peripherals (printer) market despite facing drop of 7.5 percent in terms of shipment in Q4 2023.
Brother A4 laser printerIDC says the success of Brother can be attributed to its ability to capture users from the small business segment, buoyed by the reception of its recently launched entry-level A4 color laser models featuring competitive pricing.

HP, Epson, Canon, Brother and Pantum are the leader in the printer market. The chart prepared by IDC indicates the change in market share of HP, Epson, Canon, Brother and Pantum in the fourth quarter of 2023.

“We understand the need to evolve to customer needs, so are continuously reviewing our product portfolio to ensure it is representative of our customers. The growth of our laser offering is driven in part from investment in our comprehensive MPS (Managed Printer Service) and subscription offers, designed to meet the needs of customers (whether they are small or large businesses) and our channel partners,” Christopher Marshall, Executive Director at Brother International Europe said.

According to another report from IDC, Brother outranked nearest competitor HP by almost 1.5 percentage points. This is the second time in 12 months that Brother has had the biggest laser market share, this time across the whole of Europe. Almost 390,000 shipments were sent by Brother, supported by sales of their new A4 laser devices.

In terms of shipments of A4 laser machines, Brother’s lead extends further, taking a 30 percent share of the market, nearly three percentage appoints ahead of nearest competitor HP. Since 2018 Brother has continually increased its A4 laser market share across Europe, and has shown commitment to providing quality machines that span both home and business uses.

IDC report

The latest report from IDC said Shipments of hardcopy peripherals witnessed a significant decline, totaling 21.1 million units in the fourth quarter of 2023 (4Q23), marking a 15.5 percent decrease compared to the same period in the previous year.
Printer market share report for 2023 IDCThis downturn, attributed to constrained demand and tightening financing conditions, mirrored the trends observed in the preceding quarter.

The shipment value during 4Q23 also experienced a notable decline, falling by 11.7 percent to $9.7 billion, according to the latest data from the International Data Corporation (IDC) Worldwide Quarterly Hardcopy Peripherals Tracker.

For the entirety of 2023, both unit shipments and shipment value experienced year-over-year declines, standing at 8.4 percent and 1.4 percent, respectively, indicating an overall challenging year for the hardcopy peripherals market.

Key highlights from the quarter include a universal decrease in shipments across all geographic regions, ranging from -5.9 percent to -30.6 percent. Notably, among the three largest geographic markets, the United States demonstrated the most resilience with a year-over-year decline of just 6.1 percent.

Conversely, Western Europe witnessed an 11.8 percent decline, while China experienced a substantial 30.6 percent drop in shipments. The sluggish economic recovery in China continues to impact overall IT spending, reflecting the country’s persistent economic challenges.

Baburajan Kizhakedath

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