AstroNova: OKI OEM Partnerships & Channel Strategy
Former Managing Director at Oki Europe
inpractise.com/articles/astronova-oki-oem-partnerships-and-channel-strategy
Former Managing Director at Oki Europe
Interview Transcript
This is a snippet of the transcript, sign up to read more.
Could you elaborate? It sounds like there were some strategic and pricing conflicts because they were selling the same printers at lower prices than you were.
If I remember correctly, let's say if an OKI salesperson sold the product for 100, AstroNova would go into the same dealership, if they had a contract, and sell the product for roughly €70 or dollars, about 30% below the pricing Europe was used to.
This is a snippet of the transcript, sign up to read more.
Could you elaborate? It sounds like there were some strategic and pricing conflicts because they were selling the same printers at lower prices than you were.
What they did in the US was, at that time, very low in performance in office printing. So the US made a deal to buy in containers, mainly for the US with a bit for Europe, and conducted the deal in the US to finally produce some hardware revenue.
This is a snippet of the transcript, sign up to read more.
Could you elaborate? It sounds like there were some strategic and pricing conflicts because they were selling the same printers at lower prices than you were.
But it's a no-brainer; that wasn't really set up properly because our sales rep would try to switch the customer to an OKI original product. So, the AstroNova guy never took us anywhere, and the OKI guys were trying to defend against AstroNova.
This is a snippet of the transcript, sign up to read more.
Related Content
AstroNova: Product ID Go-to-Market Challenges
Former Sales Manager at AstroNova
AstroNova: MTEX Post Acquisition Challenges
Former Sales Director at MTEX
AstroNova: Trojan Label Customer’s Perspective
Trojan label customer - Current CEO of an essential oils online retailer
AstroNova: Domino & Product Identification Landscape
Former Director at Domino Printing
Copyright Notice
This document may not be reproduced, distributed, or transmitted in any form or by any means including resale of any part, unauthorised distribution to a third party or other electronic methods, without the prior written permission of IP 1 Ltd.
IP 1 Ltd, trading as In Practise (herein referred to as "IP") is a company registered in England and Wales and is not a registered investment advisor or broker-dealer, and is not licensed nor qualified to provide investment advice.
In Practise reserves all copyright, intellectual and other property rights in the Content. The information published in this transcript (“Content”) is for information purposes only and should not be used as the sole basis for making any investment decision. Information provided by IP is to be used as an educational tool and nothing in this Content shall be construed as an offer, recommendation or solicitation regarding any financial product, service or management of investments or securities. The views of the executive expressed in the Content are those of the expert and they are not endorsed by, nor do they represent the opinion of In Practise. In Practise makes no representations and accepts no liability for the Content or for any errors, omissions, or inaccuracies will in no way be held liable for any potential or actual violations of laws, including without limitation any securities laws, based on Information sent to you by In Practise.
© 2025 IP 1 Ltd. All rights reserved.