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The feedback I received is that customers felt locked into buying media and ink for those printers, which left a bad taste. We didn't care about that, which gave customers flexibility. We aimed to provide the best printer and ink. Customers at shows were frustrated with AstroNova's printheads because they were expensive, costing between $500 to $800 each. The total cost of ownership was high compared to Epson machines, which didn't require printhead replacements.
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One key obstacle preventing customers from shifting to on-demand is the cost per label. One of my main focuses with our resellers was assisting them. We developed a TCO tool and invested significantly to help our resellers determine the actual cost per label. Our TCO tool was so precise that we could take a high-resolution image or PDF, run it through the tool, and accurately calculate the exact cost per label based on the amount of cyan, magenta, yellow, and black ink required.
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