Archive notice: This article was originally published on January 17, 2008. Links and embedded videos are preserved as part of the historical record.
According to European head Andreas Hoffmann, the positive business performance results primarily from three developments: the successful expansion of business activities in industrial systems, the take-off of sales channels established in previous years in Eastern Europe, and expansion into new sectors. In 2007, a significant portion of new business came from Primera’s XR range for industrial environments. An example is the Disc Publisher XR, which can burn and print up to fifty CDs or DVDs in a single operation as well as small runs. The company, which says it is the market-leading manufacturer of CD/DVD duplication systems with more than one million devices sold, is thus continuing its expansion strategy toward higher market segments.
Primera’s early consideration of new technological developments in its product range was also decisive to its success. Primera Technology was among the first manufacturers of CD/DVD duplication systems to adopt the new Blu-ray Disc at an early stage. At the latest after film giant Warner Brothers’ recent decision in favor of Blu-ray, the company’s instinct proved right in the battle over the successor to DVD. Primera also responded to Apple’s growing success in the computer market by supporting recent Apple developments such as the new Leopard operating system. As another example of innovation from 2007 that is also expected to contribute significantly to success in 2008, Hoffmann cites a new generation of waterproof optical media. Also pioneering are a new web interface for browser-based device control and the integration of Qflix technology as a foundation for the future market of so-called “download-to-burn” offerings. These are retail concepts in which consumers choose music tracks and films online or in a store and have them compiled on a personal CD/DVD.
In addition, Primera Technology Europe succeeded last year in gaining a number of renowned software manufacturers and system integrators as partners that integrate Primera devices into their solutions. This gives Primera a presence in numerous new sectors, which will have a positive effect on business development in 2008 and beyond. The spectrum ranges from specialist sectors such as label printing for wine retail to broad sectors such as marketing services.
