Lexmark's ISD

Lexmark is changing the name of its Consumer Printer Division [CPD] to Imaging Solutions Division [ISD] because it is primarily targeting the SoHO and SMB segments via the retail channel. In the US, it has just announced its latest printer line-up which will be stocked at Fry's, InkStop, MicroCenter, Office Depot, OfficeMax and Staples. This seems like yet another aspect of Lexmark's previously announced shift in direction for its consumer business from selling units to selling pages. Lexmark is attracted by the lower end of the business market, which behaves in a similar fashion to the consumer segment, because it prints far more pages, and hence consumes much more ink and toner per unit.