Katun’s double threat in the print industry
November 18, 2024
Article, Channel, Managed Print Services, Trends
How Katun is building on its aftermarket supplies heritage to launch its new Arivia Brand
Katun, an established player in the aftermarket print industry, provides high-quality, cost-effective alternative brand toner cartridges and other printing supplies. It is moving into the MFP market with its new Arivia-branded A3 MFPs. Having already launched in the US in September 2024, Katun will start its phased European roll-out from 18th November across the UK, France, Germany, and Italy. It will launch in Spain at a later stage. By introducing its own brand of MFPs, Katun is expanding its product offerings and diversifying its revenue streams. Will this strategic shift disrupt the already consolidating printer market?
New entrants in a declining market
As print volumes decline because of the shift towards digitisation and paperless workflows, print OEMs face increasing pressure to innovate and manage costs in a shrinking market. Stricter environmental regulations and growing consumer demand for sustainable products further complicate the landscape, necessitating more energy-efficient, longer-lasting devices, eco-friendly consumables, and remanufactured devices.
In this consolidating market, characterised by joint ventures to share R&D manufacturing resources, the emergence of a new player is unexpected. However, Katun, a well-established name in aftermarket toner, is aiming to disrupt the market by launching its own brand of MFPs under the name Arivia.
A new era for Katun
Founded in 1979, Katun has pioneered the aftermarket industry for imaging suppliers and parts, growing to be one of the world’s leading providers of OEM alternative imaging supplies and parts for copiers, printers, and MFPs. In 2018, Katun was acquired by General Plastic Industrial Co., Ltd (GPI). Established in Taiwan, GPI specialises in designing and manufacturing copier and laser printer toner cartridges. Today, Katun has built a strong reputation in the aftermarket space, offering Katun exclusive toner formulations and finished products with truly OEM-equivalent solutions. Today, it is present in over 120 countries, has over 50 locations, and reports over 8,000 customers.
In September 2024, Katun announced a new brand strategy and the launch of 11 new own-branded A3 MFPs sold exclusively through the channel. In the US its launch dealer partner is Impact Networking, with European channel partners yet to be announced.
Comprehensive product portfolio
Katun’s Arivia A3 product portfolio includes six colour models ranging from 25ppm to 65ppm and five monochrome models ranging from 25ppm to 55ppm. Katun has targeted the 25–65ppm range because it typically covers its channel partners’ most popular speed range. The devices have a range of advanced security features, easy installation and serviceability, customisable colour touchscreens, and advanced scanning capabilities, including dual-sided, single-pass document feeders (DADFs).
Katun has placed a strong emphasis on security. Arivia devices are equipped with TPM 2.0 chips, IP address filtering, and secure print capabilities to protect against unauthorised access to sensitive data. To further protect data integrity, devices include SSD encryption as standard and support for WPA3 wireless security protocols.
Modularity and customisation are central to the Arivia MFP design. The MFPs come with flexible paper input and finishing options, are fully configurable to expand hardware capabilities to meet changing user needs, and include integrated workflow solutions. Driverless mobile printing is supported through Apple AirPrint and Mopria certification.
Third-party application testing is underway with platforms such as e-CI (E-automate/Printanista), PaperCut MF, MPS Monitor, and Katun’s Dealer Fleet Management (KDFM). Katun is working with additional ISVs to establish compatibility with solutions such as PaperCut Hive, Scanshare, and Tungsten Automation (Total Agility, eCopy, Capture, CloudDocs).
Katun reports that it is investigating further enhancements with predictive analytics and device management tools to help dealers improve technician efficiency and channel partner profitability. It also uses predictive analytics specific to the actual use of each machine in the field. Remote monitoring, updates, maintenance, and service are all included in Katun’s partner toolset.
Katun offers channel partners enhanced support and a clear total cost of ownership (TCO) proposition to maximise profitability. This includes dedicated account management, streamlined logistics, comprehensive technical support, and tailored marketing and sales tools.
From aftermarket toner to sustainable MFPs
Sustainability is at the core of Katun’s operations. Through its extensive offering of remanufactured drum units, inks, and laser printer toner cartridges, Katun reduces waste, conserves resources, and minimises the printing industry’s environmental impact. In 2008, it pioneered the refilled OEM cartridge concept, and in 2022, it launched the first recycled plastic products. This was followed by the launch of its new Katun ecoKAP refillable toner cartridges into circulation in 2024.
Katun also operates a reforestation programme in partnership with PrintReleaf. Through software available alongside Katun’s DFM MPS packages, customers can offset their paper consumption by converting pages printed into trees planted. In 2024, Katun EMEA celebrated 12,000 trees planted from 100 million pages printed. Dealers and customers receive an annual report tracking their output and showing their Lifetime Impact Statement.
The Arivia MFPs also reduce energy consumption through power routing, optimising power usage by activating only components necessary for any activity. The devices also have customisable settings and features designed to track paper usage. They use long-life toner with developer yields that are rated for the life of the machine and may never need to be replaced. Easy serviceability that minimises engineer intervention is enabled through end-user replaceable toners and drums, which offer simple and flexible installation with minimal tools required to service equipment.
Some particularly innovative features are available on higher-speed mono and colour models. These have notifications via a light indicator to remind users of uncollected originals or printed documents and smart detection capabilities for energy conservation and convenience. In addition, models have automatic motion and heat sensing technology that wakes devices from a power save or sleep mode. Smart technology can differentiate between a person simply walking by and someone approaching to use the device.
In the US, the devices are FCC and Energy Star compliant, while European models meet UKCA, CE, and WEEE standards.
Quocirca opinion
Katun’s strong heritage in the aftermarket sector and extensive distribution network will be valuable assets as the company enters the MFP market. Katun’s deep understanding of the supply chain can help it offer MFPs that are compatible with its existing toner offerings, providing customers with a seamless and integrated printing experience. Katun could potentially be the one-stop supplier for MFPs, fleet management, and consumables, helping it also boost its core business around aftermarket supplies.
As such, Katun’s dual strategy of offering both aftermarket toner and its own branded MFPs positions it as a double threat to the print industry. This approach can attract a wider range of customers, including those who prefer to purchase OEM consumables and those who seek more affordable alternatives.
While its strong reputation around sustainability in the aftermarket supplies sector will help it gain traction as a new OEM in the market, its shift to offering new products is a departure from the company ethos focused on circularity and remanufacturing. To catch up with its competitors that have strong circular programmes around the full device lifecycle, Katun will need to build a strong strategy around recycling programmes for its devices. Katun will also need to target increased use of recycled materials in both device materials and packaging.
While Katun’s entry into the MFP market presents significant opportunities, it also poses certain challenges. Relying on an OEM engine means it will need to ensure that its MFPs are competitive in terms of features, performance, and reliability. Currently, its solutions portfolio is limited, although we can expect that to expand in 2025.
Ultimately, Katun must build strong partnerships with the channel to effectively market and sell its new products. Pricing will be a key factor, and in a saturated market, Katun will need to demonstrate a strong price/quality proposition to attract channel partners. While the channel may consider Katun an additional brand, it will face strong competition from incumbent brands, which will aggressively protect their machines in the field.
Targeting new partners will give Katun access to new resellers to sell its consumables and parts. However, equally, some partners that are already selling Katun supplies may now be targeted as accounts to market Katun Arivia MFPs, creating potential conflict.
As a new entrant in a saturated market, Katun faces significant challenges, including establishing brand recognition, securing distribution channels, and persuading customers to switch from well-established brands. While Katun can leverage its strong brand identity and reputation in the aftermarket space, it will need a unique value proposition and to forge strategic partnerships to disrupt the market effectively.
