Partner Interview
Published June 2, 2025
AstroNova: OKI OEM Partnerships & Channel Strategy
inpractise.com/articles/astronova-oki-oem-partnerships-and-channel-strategy
Executive Bio
Former Managing Director at Oki Europe
Interview Transcript
Disclaimer: This interview is for informational purposes only and should not be relied upon as a basis for investment decisions. In Practise is an independent publisher and all opinions expressed by guests are solely their own opinions and do not reflect the opinion of In Practise.
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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.to get full access.
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.to get full access.
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.
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