Lexmark Partner Channel - a Dynamic Analysis by compuBase

Lexmark, founded in 1991, emerged as a spin-off from IBM's printer, typewriter, and keyboard manufacturing division. Initially, Lexmark focused on producing inkjet and laser printers for IBM before expanding into the global market under its brand. Their transition from IBM allowed them to innovate and develop new printing technologies.

The channel, or distribution network, has been crucial for Lexmark. Given the competitive nature of the printing industry, effective channel strategies enabled Lexmark to reach a broad customer base, ranging from individual consumers to large enterprises. They utilized a mix of direct sales, online sales, and partnerships with retailers and resellers. This diversified approach helped Lexmark cater to various market segments and geographical regions, particularly important for a company with a global presence like Lexmark.

Channels also played a key role in Lexmark's shift towards more service-oriented offerings, like managed print services (MPS) and enterprise content management solutions. By leveraging channel partners' local knowledge and relationships, Lexmark could better understand and meet the unique needs of different markets and customers.

Overall, Lexmark's channel strategy significantly contributed to its global expansion, customer reach, and ability to adapt to changing market dynamics in the printing and digital solutions industry.