Fuji Xerox – well known for its high-end solid-ink printers – is looking to go down-market with a new range of LED-based printers aimed for the first time at the small-medium business sector.Its new DocuPrint series of LED printers – priced in Australia at $149-399 – are claimed to be almost noiseless, compared with inkjets or laser printers; to deliver superior print quality, especially in colour models; and to deliver up to a 40 percent reduction in power consumption during the fusion process.

The new line-up – which includes one model shaped and sized like a toaster, and known by that name inside Fuji Xerox – was  introduced to media at a slap-up lunch at Sydney’s Aria restaurant (chef: Matt Moran) yesterday, and to resellers at Sydney Opera House last night.

Negotiations are under way to have some of the new models on the shelves at Harvey-Norman stores, among many other retailers, said Derek Pohlmann, channel marketing manager.

According to Pohlmann, LED technology has sometimes been criticised for fuzzy halftones and type, along with uneven colour density, but Fuji Xerox’s new self-scanning LED (SLED) technology has overcome this. Colour images delivered noiselessly during lunch from the flagship CM205 model  certainly looked the goods.

Since LED printheads do not require a polygon mirror or a motor to rotate the mirror, as do lasers, the SLED machines are small, noise-free, have reduced power consumption and never need a drum replacement, Fuji says.

The mono “toaster”  model, the P205b will sell in Australia for $149, while a multi-function version, the M205b goes for $199.

Colour versions start with the small-footprint 105b at $269; the single-function CP105b costs $269. The two flagship models – single function CP205 and multi-function CM205b – go for $329 and $399 respectively.