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OKI to fight counterfeit consumables

United Arab Emirates: Tuesday, April 04 - 2006 @ 12:36

The machines will now be able to directly identify and warn users when counterfeit consumable products are being installed.

“This is the end of the market in fake consumables. An end to being ripped off. An end to the frustration of damaged machines and disappointed users. Now users can be sure that they’re installing genuine Oki parts and not a fake device – this solves a very real problem in today’s market.” Said John Ross, general manager of OKI Middle East.

RFID works by using small ‘tags’ which can be picked up by a transponder and used to identify themselves and carry other data. By using RFID-equipped printers to scan consumables for unique codes, OKI users can now ensure that they only install genuine consumables in OKI machines. Each toner cartridge carries an RFID tag which is polled by the printer to ensure it carries the correct code.

The move means that users’ investment in hardware is not compromised by the potential damage caused by using non-compatible toner cartridges and will also cut down on warranty claims made subsequent to the use of unsuitable toner.

“We’re going all the way to cut this whole problem out of people’s lives,” said Ross. “Firstly, we’re cutting the cost of the consumables themselves to levels of almost 20% saving against our competitors. Now we’re ensuring that counterfeit products won’t work in Oki machines and damage them. That’s good news for our channel partners, good news for our customers and, ultimately, it’s good news for Oki too.”

The new machines will ship with a built-in warning, too: “For the protection of your printer, and in order to ensure that you benefit from its full functionality, this model has been designed to operate only with genuine Oki toner cartridges. These can be identified by the Oki trademark.”

Together with the cuts in toner and consumables costs brought by Oki’s initiative to cut ‘sticker shock’ (finding that the consumables are costing you more than the printer did!), the move to slash the consumables grey market comes as Oki is investing significantly in the development of its Middle East channel, with programmes designed to enhance training, personnel development and enhance market opportunities for Oki resellers. “The Middle East is a major growth market for Oki and we’re giving the region the attention it needs to realise that growth,” said Ross.

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Tuesday, April 4- 2006 @ 12:36 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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