Epson increases focus and operations in Brazil
Valor Econômico
The low temperatures registered in São Paulo last week surprised Hiroshi Ono. However, if the Executive of Epson did not enjoy the expected tropical weather on his first visit to Brazil, new opportunities will not lack for that to happen, judging by the plans of the Japanese manufacturer for the country. The passage of Ono strengthens the new strategy of Epson to see closer the demands of markets until then less explored by the company, such as Brazil, China and India. The idea is to develop products adapted to the reality of each of those countries. "In some categories our market share is still low in those countries, despite the opportunities they offer", says Ono, Manager of the Division of Business Operation Systems. The Division responds for the development of equipment such as printers and scanners intended for electronic transactions carried out at places like banks and the retail. It is in this segment that Epson sees perspectives of growth in the Brazilian market.
Among the opportunities identified in the country are initiatives like the newly-implemented check clearing made through the image. Another factor is the digitization of judicial proceedings. Epson has recently won a public bidding of the National Council of Justice for the supply of 11.8 thousand scanners, which are still being delivered. Paulo Ferraz, President of Epson Brasil, notices the local market has also been showing potential to develop products that can be replicated in other operations of the company. It is the case of a model of fiscal mini printer that was used as the basis for the creation of similar products in Chile, Venezuela and countries of the Eastern Europe. "The requirements of the Brazilian tax environment are very complex. On the other hand, that boosts the creation of very complete products", said Ferraz. The Executive says he believes the new global strategies will meet the goals outlined for the Brazilian operation, which include doubling the earnings generated in the country until 2013.
Today, 60% of the earnings of Epson Brasil come from products aimed to the domestic consumer. The goal is to keep the growth in the segment and, at the same time, boost the earnings from automation. The expectation of growth for the division this year is 70%. The company registered sales of US$ 11.8 billion in 2010. "Brazil responds for 35% of the earnings of Latin America and the goal is to increase that margin to 50% in three years", he says. The plans also include the increase of the models produced in the unit of Barueri (SP), the only one of the company in Latin America. Besides the dot-matrix and fiscal printers, the unit will also make inkjet models in the second half. According to Ferraz, the intention is to gain competitiveness to fight HP, Canon and Lexmark in the market of small and medium-sized companies. Epson is also investing in the increase and training of partners and dealerships to keep up with the projected growth in the country. Under such scenario, the company foresees a 50% increase in its sales team.