Primera Technology: One step beyond on CD/DVD Duplication
Headquartered in Plymouth, Minnesota, Primera Technology, Inc.
is a leading developer and manufacturer of CD-R/DVD±R duplication and
printing equipment. Primera was founded in September of 1998 on a tradition
of innovation by the same management team that built FARGO Electronics, Incorporated
into a printer manufacturer. Primera's mission is to produce technologically
superior products that offer a high degree of customer satisfaction and value
while conducting business affairs with integrity, courtesy and professionalism.
Primera is known for its popular Composer line of optical disc duplicators,
Signature line of inkjet optical disc printers, Inscripta Thermal CD Printer
and the world's best-selling Bravo Disc Publisher.
Mr. Mark D. Strobel, Primera Technology's Vice President of Sales and Marketing,
gave CDRInfo.com a detailed interview regarding the current CD/DVD media duplication
market and the vision of Primera Technology for the future.
CDRInfo: Dear Mr Vice President we would be glad to hear from you what the
vision of your company is.
Mark D. Strobel: Primera believes that bringing new technology to the market
must be done in such a way that products are easy to use, affordable and offer
lasting value to the customer. You can see this in the products we have developed
for automated CD/DVD duplication and printing. Before Primera entered this
business, most other CD/DVD duplication and printing products were highly customized,
difficult to use and maintain, and (are still!) quite expensive.
CDRInfo: What is the position, worldwide, of Primera
at this moment? What are your plans for future expansion? Do you believe
that, besides CD/DVD duplicators,
there are other tangential products you might be interested of releasing in
the market in the near future?
Mark D. Strobel: We believe that we now sell more automated CD/DVD duplication
and printing systems than any other company in the world. Our product line
will continue to evolve, with CeBIT being the official launch for our new Bravo
II Disc Publisher in Europe. And yes, we have several ideas for other related
products that will be aimed at somewhat different markets. You will see some
of these products introduced in late 2004/early 2005.
CDRInfo: Having been a leading figure in a profitable
and expanding corporation, according to your personal opinion what are the
main ingredients of your
Mark D. Strobel: It really comes back to providing true value for the customer's
investment. Virtually all of our systems can be paid back in a relatively short
period of time. Many companies seem to forget this one very important customer
requirement! The measure we use is to ask ourselves one very simple question: "So,
would we buy this product for Primera?"
CDRInfo: What are your personal estimations about the PC hardware market during
the running year?
Mark D. Strobel: Things seem to be rebounding a bit. I'm cautiously optimistic
about the PC hardware market. However, businesses seem to be much more careful
in their IT purchases this time around. Money is definitely not flowing as
freely as in the late 1990's. This is all the more reason for us to keep focused
on payback efficiency to the customer.
CDRInfo: We have seen in the past some attempts by reputable
far-east companies entering the market of recordable media, printers and
duplicators now having
been largely unsuccessful. What are the reasons for this outcome according
Mark D. Strobel: In my opinion, this market is just too small for such companies
to be successful. Their fixed costs of R&D, marketing, sales support, etc.
are simply not appropriate for a niche business such as automated CD/DVD duplication
and printing. The number of CDs and DVDs being recorded by individuals at home
has little (or nothing!) to do with the number of people who wish to buy "prosumer" to
professional equipment like ours.
CDRInfo: Please let us know about your own or your company's
estimates about how and when recordable media printers will become more widely
to consumers. How the industry would respond to such an attempt.
Mark D. Strobel: A number of viable consumer options are starting to become
available. Epson, for example, has two very nice models of their page printers
that have been adapted for direct-to-disc printing. Casio has a very inexpensive
thermal CD/DVD printer for printing titles on discs. I have been told to expect
that several other similar products will be available later on in 2004.
We are encouraged by this trend. It makes the public more familiar and comfortable
with the concept of printing directly to discs. When some percentage of those
users eventually desire a more professional solution for duplicating and printing "all-in-one," we'll
be there to help them out with products like our Bravo II Disc Publisher.