Minolta-QMS make Elateral marketing move

Following the merger between Minolta and QMS earlier this month, the print systems providers have moved into the marketing arena with the purchase of Elateral -- an internet-based marketing communication and printing solution.

QMS has taken over Minolta's printer operations, forming Minolta-QMS printer division. Minolta-QMS has more than 300 resellers in Australia and looks set to become the third-largest supplier of colour laser printers.

Minolta-QMS Australia managing director Greg Newham said the marketing initiative was the first of its kind for the channel in Australia. "Elateral allows our resellers to log into our document generation systerm and make their own changes, put in their own contact details and customise all marketing material right from our own website," he said.

The solution, which allows all elements of designing, printing, updating, co-branding and distributing documents to be controlled online, is currently being tested in Australia through a pilot program involving five of Minolta-QMS's resellers. Initial results are encouraging, according to the company.

"We are finding that Australian resellers are receptive to emerging technology," said Elateral's Asia-Pacific director, Martin Mason. "The current pilot is showing resellers are very open to changes."

The solution can also be utilised by electronic documents, customised film and other customised marketing materials.