Time For An IPOD In The Thermal Barcode Printer Business By Barry Knott, Cognitive Solutions, Inc.

Over the past decade the thermal printer industry has seen a proliferation of models, line extensions and new printer features. Our research indicates that within the mid-range and desktop printer segments, which drive 80% of the total thermal barcode printer market, there are dozens upon dozens of printer offerings. This is a testament to the mutli-billion dollar industry that barcode printing has become, to competitive intensity, and to a continued expectation of printer market growth.

One would imagine that so many printer choices would more than satisfy every customer. Cognitive found this not to be the case. Product proliferation is not necessarily beneficial for resellers and their end-users. This is especially true where the product choices are closely clustered together in terms of features and pricing. Product gaps exist within most of the leading manufacturer's product portfolios as well as across manufacturers. Real choices are sometimes absent, not because the market is commoditized but because manufacturers are focused on imitation and one-upsmanship and not on understanding or meeting real end-user needs.

As an example, Cognitive identified a noticeable absence of barcode printer choices in the important market space between desktop printers and the bottom of the mid-range printer segment.

Barry Knott is the President and CEO of Cognitive Solutions. An industry veteran with a wealth of industry knowledge and business expertise including a strong background in business development, sales and marketing. Knott's goals are to build on Cognitive's foundation and market position, expand global distribution, and deliver significant value to its distributors, resellers, and partners. Barry can be reached at barry.knott@cognitive.com.