Epson Unveils 2025 Market Strategy to Strengthen All Aspects of Business for Sustainable Growth
March 20, 2025 – Epson unveils its 2025 market strategy with a comprehensive approach, seizing every opportunity and expanding across all market segments. By entering new markets, diversifying product lines, optimizing sales channels for both B2B and B2C, enhancing service capabilities with advanced technology, and reinforcing brand value through sustainability and ESG principles, the company targets a growth rate of no less than 6% in the coming year.
According to Yunyong Muneemongkoltorn, Managing Director of Epson (Thailand) Co., Ltd, the company experienced continuous growth in 2024, with an average growth rate of 5%. This performance highlights the strength of Epson’s sales structure, particularly in the B2B segment, which has remained resilient amid favorable economic conditions. The strongest-performing product categories included WorkForce Enterprise inkjet printers for businesses, EcoTank printers, commercial and industrial printers in the T-Series lineup, and projectors. Additionally, Epson successfully maintained its leadership position across multiple product categories, with EcoTank printers securing a 43% market share in the ink tank printer segment, projectors maintaining a commanding 52% market share, Photo Proof commercial and industrial printers ranking first with a 32% market share, and signage and textile printers each capturing 30% of the market.
Yunyong emphasized that 2025 will be a year of transformation, bringing both opportunities and challenges for Epson’s business growth. One of the key trends driving the market is the digital transformation in government sector, which is fueling demand for high-performance printing and projection solutions. At the same time, the expansion of SMEs and startups is increasing the need for cost-effective and efficient printing solutions. Sustainability is also becoming a stronger force in business, with the United Nations’ ESG principles encouraging Thai businesses to adopt more sustainable printing technologies that minimize environmental impact. Another notable factor is the rapid growth of e-commerce, particularly in the IT sector, where online sales are outpacing offline channels. However, this growth is now facing new challenges, including rising platform fees from online shopping marketplaces. On a global scale, economic uncertainties remain a concern, especially with the potential impact of Trump 2.0 policies, which could influence Thailand’s economic expansion, foreign investments, and the relocation of manufacturing bases.
Epson has set a growth target of 6% for 2025, with its corporate inkjet printer segment expected to be the standout performer. The company continues to drive its business forward through adaptability and a commitment to staying ahead of the market. This is achieved through four key strategic pillars: Innovation Offering, which focuses on delivering innovations that meet customer needs; Agility in Channel, aimed at enhancing the flexibility and efficiency of distribution channels; Enhanced Customer Service, which seeks to elevate customer experience and satisfaction; and Value Creation, which ensures added value across products and services. These strategies will enable Epson to sustain strong growth and maintain its leadership in the printer, projector, and business solutions markets.
Under the Innovation Offering strategy, Epson aims to protect its leading market positions while continuously developing new S-curves for its product lineup to ensure sustainable growth. This approach is guided by four operational principles, collectively referred to as SEED. Secure focuses on maintaining product quality, reliability, and value. Ensure involves optimizing pricing strategies for both hardware and ink to enhance market competitiveness, particularly in price-sensitive segments. Expand targets the extension of product lines, business opportunities, and new solutions. Defend emphasizes rapid adaptation to market changes, competitive pressures, and leveraging technological strengths to uphold Epson’s leadership position with resilience.
The second strategy, Agility in Channel, focuses on enhancing sales channels to effectively serve both B2C and B2B markets. In the B2C segment, Epson aims to strengthen collaboration with distributors to penetrate secondary cities while expanding e-commerce channels through key platforms and strategic partners. For the B2B market, the company prioritizes deepening relationships with major resellers, expanding Managed Print Services (MPS) to provide comprehensive printer and copier management solutions, and introducing Mix Fleet Solutions, which integrate multiple printer models into a single managed offering. Additionally, Epson is increasing direct engagement with users in the education, healthcare, manufacturing, and government sectors. A strong emphasis is placed on delivering value propositions centered on cost efficiency, durability, quality, and eco-friendliness, while also enhancing brand perception through content marketing and collaborations with key opinion leaders (KOLs).
The third strategy, Enhanced Customer Service, is built upon four key mechanisms designed to elevate service capabilities through advanced support systems. This includes New Integrated System, a real-time tracking and monitoring tool for sales and customer service teams under a unified platform; Live Video Support and Remote Diagnostics, which enables real-time remote assistance and troubleshooting via video; AI-driven Chatbots, currently under development to provide automated 24/7 customer service; and Customizable Training Courses, tailored for small customer groups with specific needs, offering hands-on training to enhance user experience and confidence in Epson’s products.
Epson is further strengthening its service network by expanding On-site Service coverage nationwide. The company now has 174 authorized service centers across all regions, ensuring enhanced service accessibility and efficiency to improve customer satisfaction. To reinforce long-term customer confidence, Epson has introduced the CoverPlus Sales program, which offers an Extended Main Unit Warranty available through multiple channels, including bundled purchases with products, Authorized Service Partners (ASPs), and the Epson website. Additionally, to support B2B customers, Epson is extending the availability of spare parts from five years to seven years, ensuring continued high-quality service even after the standard warranty period expires (O/W Repair).
The final pillar of Epson’s strategy is Value Creation, focusing on ESG (Environment, Social, and Governance) and sustainability as core business principles. The company aims to enhance its brand credibility and reputation while also unlocking new business opportunities in markets that demand ESG-compliant innovations. By prioritizing environmentally conscious solutions, Epson seeks to attract eco-conscious customers and encourage consumer participation in global sustainability efforts. Additionally, the company is committed to strengthening relationships with local communities and Thai society.
Epson continues to introduce eco-friendly innovations, including Heat-Free printhead technology, EcoTank printers, paper recycling innovations, and long-lasting laser projectors that consume fewer consumables and reduce environmental impact. Beyond product development, Epson is dedicated to promoting sustainability awareness, advocating for energy conservation and environmental responsibility, and supporting circular economy initiatives through EcoWaste programs, recycled materials, and carbon footprint reduction. The company is also expanding its partnership with WWF to drive concrete sustainability initiatives, further reinforcing its commitment to environmental responsibility and long-term impact.
Ms. Paveena Sritrakul, Head of Product and Marketing at Epson (Thailand) Co., Ltd., outlined the company’s product strategy for 2025, emphasizing an aggressive marketing approach across all product segments. For the ink tank printer category, Epson aims to maintain its market leadership with a minimum 45% market share through a three-dimensional strategy. This includes sustaining the entry-level market, expanding the mid-to-high-end segment with new EcoTank models launching in Q2, specifically designed to meet the needs of professional users, and reinforcing customer confidence in Epson’s quality through the “From Imagination to Reality” campaign. This campaign will be heavily promoted across social media and through influencers on Facebook, TikTok, and YouTube.
Epson Thailand is also committed to further penetrating the color and monochrome EcoTank printers into segments traditionally dominated by laser printers. This will be achieved through continuous education on cost efficiency, sustainability, and superior value, along with increasing brand and product visibility. To enhance customer experience, Epson will expand in-store display and print testing zones, allowing users to witness exceptional color quality firsthand. A wider range of models will also be made available through retail stores and online platforms, while participation in Tech Expos and Trade Shows will boost brand exposure and sales opportunities. Epson has also launched the ‘Go Live Genuine Hologram’ campaign to encourage consumers to use genuine Epson ink, further supporting product longevity and performance. A new hologram verification system will be introduced across all regions in Q2, making it easier for customers to distinguish authentic Epson products from counterfeits, ensuring reliability and maintaining the highest printing standards.
For the corporate inkjet printer segment, Epson aims to achieve 20% growth in the B2B sector by driving three key initiatives. The company plans to aggressively expand its business partnerships, implement the E2E (End-to-End) program, which focuses on existing customer care through free check-ups, upgrade or trade-in programs, and subscription services to enhance customer experience, and introduce Mixed Fleet solutions that integrate different Epson printers to optimize overall costs, enhance efficiency through specialized software, and promote sustainable business practices.
In the commercial and industrial printing segment, Epson is committed to becoming a leader in digital transformation within the printing industry. Leveraging inkjet technology that prioritizes quality, efficiency, and ease of use, while minimizing environmental impact, Epson is advancing through three strategic approaches: expanding growth in the signage printer market, developing and diversifying solutions to meet a broader range of business needs, and driving innovation in textile printing, supported by the SEED strategy.
For the projector segment, Epson is focused on maintaining its leadership in the education market by strengthening brand awareness and trust through its distribution channels and engagement activities, including training sessions, seminars, and workshops. The company will launch new models in the Smart Series and mid-range projector categories, highlighting their advantages over both standard and interactive flat panel displays for educational applications. Additionally, Epson will showcase hybrid meeting solutions and focus on customers with specialized needs by collaborating with partners to develop comprehensive solutions tailored to corporate clients and private schools. These efforts aim to reinforce Epson’s market leadership and create new business opportunities.
Epson is also aiming to expand its presence in the high-brightness projector segment for corporate clients, targeting an increase in market share from 43% to 50% within the year. To achieve this, the company will introduce a high-brightness projector rental package to meet market demand, conduct comparative demonstrations between projectors and LED screens through training sessions, workshops, and social media, and launch the “See Ultra” campaign to help customers better understand the differences between the two technologies. The company will also continue to strengthen its brand image through public event projection mapping activities, enhancing brand awareness and reinforcing customer confidence.
For home projectors, Epson has set a goal to become the market leader within two years through the “See Ultra – Go Beyond the TV” campaign, collaborating with KOLs and showcasing key advantages such as high brightness and Real 4K resolution. This strategy will be implemented through both digital marketing campaigns and offline touchpoints. Additionally, Epson will work closely with partners to establish demo booths where customers can experience the superior performance of laser home projectors. The company will also enhance in-store promotional materials to elevate the retail shopping experience and make the selection process more engaging for consumers.
Moreover, Epson is set to launch a dedicated projector for golf simulation, partnering with three leading golf simulation software developers and working with golf industry partners to drive sales. The company plans to expand collaborations with golf software providers, golf courses, golf academies, and training institutions, organizing joint activities to create a comprehensive user experience. To increase brand recognition in this segment, Epson will showcase its golf simulation projectors at exhibitions and golf events, reinforcing its presence and credibility in this specialized market.
“The ongoing shifts in the market require Epson Thailand to continuously adapt its strategies while maintaining its objectives of preserving its leadership position in existing markets and creating new market opportunities for business growth. Epson is deeply committed to sustainability and the circular economy, consistently communicating these values through its products and business operations to partners and Thai society. With a comprehensive strategy and a strong dedication to sustainability, the company is confident that this approach will not only drive stable and long-term growth but also reinforce trust in the Epson brand. Moreover, it will contribute to a shift in purchasing decisions, ensuring greater investment value, improved workplace and home environments, and an enhanced quality of life for Thai consumers,” concluded Yunyong.
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About Epson
Epson is a global technology leader whose philosophy of efficient, compact and precise innovation enriches lives and helps create a better world. The company is focused on solving societal issues through innovations in home and office printing, commercial and industrial printing, manufacturing, visual and lifestyle. Epson’s goal is to become carbon negative and eliminate use of exhaustible underground resources such as oil and metal by 2050. Led by the Japan-based Seiko Epson Corporation, the worldwide Epson Group generates annual sales of more than JPY 1 trillion. Visit global.epson.com/ for more information.
About Epson Singapore
Since 1982, Epson has developed a strong presence across major markets in Southeast Asia and South Asia. Led by the regional headquarters Epson Singapore, Epson’s business in Southeast Asia spans an extensive network of 11 countries with a comprehensive infrastructure of close to 500 service outlets, 7 Epson solution centres and 7 manufacturing facilities.
About Epson Thailand
Epson Thailand was established in Bangkok, Thailand in October 1990 with the objective of promoting the sales and marketing of Epson products in Thailand CLM Countries and Pakistan. Epson Thailand is also the sub-regional centre for Epson’s operations in Myanmar, Laos, and Cambodia. Today, Epson Thailand has 154 employees, 182 Epson service centers and the extensive network of 170 authorized partners throughout the country. Its products are widely accepted as ‘IT leading products’ with good durability and excellent functions, especially in the category of business and corporate products including high-speed printer with PrecisionCore print head and Heat-Free technology, Epson EcoTank, and Epson laser projector with its own 3LCD technology. Epson product has not only penetrated Thai market and quickly expanded its market share, but also continuously responded to the needs of consumers. As Epson is maintaining its excellence in products and services, it also works hard to come up with new environmental-friendly innovations.
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