Indonesia’s hardcopy peripherals grew at 24.4% in 4Q22

According to the International Data Corporation’s (IDC) Worldwide Quarterly Hardcopy Peripherals Tracker – including inkjet, laser, and serial dot matrix (SDM), the 4Q22 overall market recorded a 24.2% year over year (YoY) and 9.9% quarter on quarter (QoQ) decline. This decline is mostly caused by issues in the importation system. In November 2022, vendors encountered several issues, such as difficulties submitting import quotas in the Commodity Balance system due to a system error that persisted for weeks and delays in the renewal of color machine licenses for 2023.

Meanwhile, YoY growth in 4Q22 can be attributed to various factors. Firstly, the resumption of normal activities after the disruptions caused by the pandemic has played a significant role in this growth. The fact that office and school capacity is now at 100% has led to increased demand for goods and services, thereby driving growth.

Another contributing factor is the improvement in buying power among consumers. Consumers now have more disposable income compared to last year which has boosted their purchasing power. However, despite the growth, it is important to note that most companies are now in a budget efficiency mode. As a result, they tend to prioritize saving money in hardcopy peripherals (HCP) procurement.

Based on these factors, the inkjet sector saw a decline from 3Q22 to 4Q22, with a decrease of approximately 12%. The laser sector experienced a growth of around 13% from 3Q22 to 4Q22, while the SDM sector had a growth of approximately 31% during the same period.

“We saw more projects from the government sector as usually their peak purchasing period is at the end of the year to optimize budget spending. Aside from that, banking and manufacturing are still promising verticals, judging by the large number of projects with these sectors during this quarter,” said Sarah Annisa, Senior Market Analyst at IDC Indonesia.

Overall Printer Market (Inkjet, Laser, and SDM)

Epson held the highest market share for home/office printers in Indonesia in 4Q22, accounting for 59.8% of the market despite it has not fully recovered from shortages, especially for WiFi models because many of their WiFi components are allocated to the electric car industry.

Canon still held the second highest market share with 20.8%, although their shipment declined due to a drastic drop in the numbers of their ip2770 model related to its discontinuation plan.

HP followed in the third position with 13.7% and Brother in the fourth with 4.7% market share, both experienced an increase due to growing demand and shortage recovery.

Kyocera Document Solutions and other brands had a very small market share of 0.4% and 0.5%, respectively.

Top 3 HCP Brands Highlights:
Epson inkjet sector is optimistic about market growth with the recent domestic component level or usually referred to as “Tingkat Komponen Dalam Negeri” (TKDN) certification with an expected increase of 10-20%. The L15150 model’s recent TKDN certification gives Epson more confidence in its marketing efforts. However, in the second half of 2022, Epson experienced a shortage recovery stage resulting in many delayed shipments until the end of 4Q22. For the laser printer sector, Epson has not fully recovered from shortages, especially for Wi-Fi models due to the allocation of Wi-Fi components to the electric car industry. Although recovery has improved in the second half of 2022, it has not yet reached its maximum potential.

Canon experienced a decline in inkjet shipments in 4Q22 due to the discontinuation of the popular IP2770 model which had been on the market for over 10 years. This move aligns with the trend of brands shifting towards ink tanks. However, Canon launched two new models, the PIXMA G2770 and PIXMA G4770 have increased shipments for the G series to compensate for the decline. On another hand, the decline in laser printer shipments during 4Q22 was due to the reduced volume of the 6030 model which was part of an inventory correction, and shipments were delayed to January 2023 due to a timing issue with import quotas.

HP is anticipating changes in its ink tank product line by introducing new models to replace the low-end ink tank 315 and 415 in 2Q23. Despite this, potential delays in shipment might occur due to a glitch in the Commodity Balance system from the end of 2022 to early 2023 which HP Indonesia is planning to mitigate by sending products to transit in the Singapore warehouse. So that once the system error has been resolved, the shipment could be continued immediately since it only takes three days for shipment from Singapore to Indonesia.

“The current situation is vastly different from two years ago when the pandemic first struck the country. Despite facing regulatory challenges, the optimistic market outlook for 4Q22 is a promising milestone for the upcoming year. In 2023, the TKDN policy in Indonesia will become more stringent as part of the government’s plan to limit imports and increase local resource absorption. While 2024 will be a decisive year for vendors to take steps forward regarding TKDN policy when the government changes after the election,” added Annisa.

CT Bureau