While Avision may not have the same brand recognition in the U.S. as other A3 and A4 MFP manufacturers, it would be incorrect to label them a newcomer. The Taiwan-based manufacturer, which has facilities in China, Germany, Brazil and the U.S. (as Avision Labs), has been in business for nearly 32 years, and its technology has likely passed through your hands countless times.
Avision has solidified itself as one of the preeminent scanner manufacturers in the world. It has produced nearly 25 million scanners that it proliferated throughout the market either directly or through its bevy of OEM partners, which include 18 of the 20 largest manufacturers worldwide. It counts more than 400 global corporate concerns, 100-plus religious/ministries and 25 government agencies among its client base.
With a product arsenal that includes hundreds of models and counting, Avision has a hunger for developing technology. The company invests more than 23% of its annual revenue toward product development, led by a team of nearly 250 R&D engineers. Thus, it’s not surprising to note that Avision has over 1,200 patents and 700-plus innovation patents, with another 180 or so pending. The company has been honored worldwide with countless awards for its innovation and excellence in design and performance.
“Avision has been dedicated to the development and manufacturing of scanners, printers and multifunction products for more than 30 years,” notes Jun Huang, general manager for Avision, with U.S. operations based in Fremont, California. “With strong R&D capabilities and advanced technology, Avision has established itself as a world-class OEM manufacturer.”
MFP Entry in North America
While scanners may be a traditional cornerstone offering for Avision, it also counts approximately 40 MFP units in its product stable. It currently boasts a range of A3 and A4 black-and-white laser printers in the 50 page-per-minute range and below. But that’s just the beginning for a company with the tagline, “A Vision of Your Office.” Avision has invested $100 million in R&D to develop its print engine technology, and is set to release a color laser A4 in late 2023, followed by a color model tentatively slated for the 2024 time frame.
general manager,
Avision Labs
It’s not that Avision is looking to cast its reach into a market that’s crowded with alternatives. Instead, it sees an opportunity to assume a position as a trusted partner with other OEMs and, potentially, a white-label alternative for a strategic base of dealer resellers throughout the U.S. And while the general office business is a possibility, Avision believes its strength and best opportunities lie in vertical-specific placements.
Huang, for one, thinks the manufacturer enjoys some points of differentiation that will help set it apart in the eyes of the dealer community. “We believe the timing is right for Avision,” he said. “The supply chain issues were significant for many American dealers who had difficulty sourcing much-needed hardware for their end-user clients. That simply hasn’t been the case with Avision. Our production factories haven’t experienced any shortages in terms of printers, toners or parts availability, which are strong points in our favor. The ability to have access to hardware and supplies, when needed, cannot be overstated.”
Avision’s MFP line, while novel in most American circles, has thrived on other continents, particularly Asia, and has been fully vetted through consistent use and quality performance. “Our MFP product is trusted and mature following three years of continuous sales in Asia,” Huang added. “We’re hoping to parlay that success across America. We’ve incorporated best-of-breed technology into the manufacturing of our MFPs. Avision also provides an open-source software development kit (SDK) so independent software vendors (ISVs) and other vendors can develop their own user interface and apps on our machines.”
On the latter point, Huang feels it will be enticing for dealers or ISVs to take full control of their own product and brand, with Avision positioned behind the OEM curtain. Dealers can also lock in customers to purchase their toner and consumables.
White-label Branding
While those familiar with Avision equate it more with scanner technology, Huang believes it can leverage its OEM relationships to line up a select number of manufacturer, dealer and software companies. The thought of a dealer having its own branded MFP offering could well be a compelling proposition to a select core of industry heavyweights.
As of now, Avision has reached an agreement with one manufacturer to carry its MFP line. “We believe the white-label opportunity we have planned is the key to growth,” Huang noted. “There’s still a huge market for the black-and-white MFP in North America as well. Simply put, we’re looking for long-term partnerships with any vendor that fits.”
In terms of service and training, Avision has the capability to support products, parts and service through its California warehouse. While the company has contracted a third-party firm to do on-site service, Avision can train and certify dealers’ tech teams in order to garner that critical contractual revenue.
Specialization is the key, and Huang sees Avision’s MFP line nestled into a variety of vertical segments. Its goal is to identify and secure single partners for markets including education, health care and government, and its open-ended architecture will allow the MFPs to be customized and tailored toward their specific needs. Quality partners, as opposed to market saturation, is how Huang believes Avision will achieve its market penetration goals.
Specialized Units
Avision offers another point of differentiation via its application-specific hardware. One example is the continuous well log printer, produced in tandem with Well Green Tech, that speaks to the needs of the oil and gas industries, geologists and geophysicists. Another is the BallotExpress Printer, a 30ppm device that can print up to 25” ballots on demand. It’s one of several printing and scanning products Avision has manufactured for the election industry, backed by a staff of election specialists.
Linking technology to specialized industries in tandem with partners fits comfortably in Avision’s wheelhouse. Last year, the company hosted a booth at the 2022 Healthcare Expo in Taiwan, where it showcased the CapsoCam Plus System. This endoscope tool captures panoramic gastrointestinal tract images without the need for receivers and anesthesia, and it allows doctors to scan areas in the small intestine that a traditional endoscope is challenged to reach. Using software from CapsoView and a co-designed reader enables more quality imaging and provides for easier diagnosis.
Endoscopy isn’t quite akin to MFP technology but is a prime example of the depth and technical virtuosity Avision employs in delivering vertical-specific solutions. Huang is focusing on growing Avision’s partnership ranks in 2023, with a long-term goal of becoming a leading supplier for A3 and A4 hardware in the under-50ppm space.
“We’re looking to build on our momentum through excellent service and technology,” he concluded. “We have a lot of printer products on the future roadmap, and our foray into color this year should go a long way toward carving out a market share in the United States. We’re excited about what the future holds for Avision.”
