To: Dave B who wrote (1783 ) 9/25/2002 1:40:30 PM From: PCSS Read Replies (2) | Respond to of 4345 G-S's take on the DELL/Lexmark Printer Deal on HPQ:The long-anticipated proverbial 'other shoe' dropped yesterday as Dell Computer and Lexmark International announced a two-phased deal, marking the beginning of Dell's move into the printer market. While Dell's long- anticipated entry into printers has been a point of concern for Hewlett- Packard investors - given HP's increasing reliance on its Imaging and Printing Group - we think this announcement, although clearly a plus for Lexmark and an extension of a market opportunity for Dell, puts to rest some of the more extreme concerns about Dell's potential impact on Hewlett- Packard, at least for the near- and intermediate-term. At this juncture, we see Dell's ability to meaningfully disrupt HP's printer business more as a possibility to be monitored over time. Our thoughts are as follows: *WE DO NOT SEE DELL MATERIALLY ALTERING THE DYNAMICS OF THE PRINTER MARKET AT THIS POINT. Under the agreement, Dell becomes an OEM for Lexmark printers, with the two companies expected to roll out a series of low-end laser and inkjet printers, unique to Dell, beginning in early 2003. This should alleviate some near-term investor fears that Dell would make its entry into printers by licensing or acquiring printer IP and having some degree of control over component procurement and printer manufacturing, which would have given Dell even greater pricing flexibility on printers and supplies. *AT THE SAME TIME, WE WOULD NOT UNDERESTIMATE DELL'S ABILITY TO AFFECT CHANGE LONGER-TERM. On the surface, Dell does not appear to be in a position to make meaningful and immediate changes to the printer market. However, viewed as a long-term initiative for Dell, its potential to affect the market could build. As such, the more important element to monitor is Dell's effectiveness in building up its printer business over time. Today, HP accounts for about 37% of inkjet printer sales and 51% of the market for laser printers. Given Dell's traditional focus on gaining share, HP's leadership position in the printer market provides Dell with an attractive long-term target. We believe that this could become a win for Dell if the company is able to grow a fairly sizeable installed base, increase its PC/printer attach rate, pull in printer-only sales, and change the buying behavior for consumables. While there are few details at this time, we have taken a first cut at the potential impact of a higher PC/printer attach rate for Dell printer unit sales (Exhibit 1) and the potential consumables gross margins for Dell. To estimate the profitability of consumables we used HP's laser printer supplies, which HP OEMs from Canon, as a guide, with our assumption being that Dell's margins will be similar although slightly lower. We think that Dell could achieve gross margins in the low to mid 20's, which is accretive to Dell's current gross margins, 17.9% in the July quarter. Dell Printer Forecast Based on an Increasing PC/Printer Attach Rate ............................2001..........2002.........2003 Consumer/SOHO ..Attach rate.......41.0%.........44.0%........50.0% ..Inkjet units......1.78M.........3.03M........4.30M ..Market share.......2.9%..........4.9%.........6.6% Commercial ..Attach rate.......2.5%..........3.0%.........5.0% ..Laser jet units...320M..........422M.........810M ..Market share......0.4%..........0.5%.........1.0% *THE HP-DIRECTED ASPECT TO THE DEAL SEEMS LONGER TERM WITH THE SHORTER-TERM GOAL MORE FOCUSED ON DRIVING NEW REVENUE/PROFIT STREAMS. Reducing the profitability of HP's lucrative imaging and printing unit may prove to be a long-term byproduct of Dell's deepening involvement in the printer market. However, in the near and intermediate term, it appears that Dell will concentrate more on leveraging its natural strengths, particularly on the distribution and customer-touch side. *THE GROWING AVAILABILITY OF LOW-END COLOR LASER PRINTERS COULD PRESENT AN OPENING FOR DELL. Dell's ability to effectively sell into the SMB market, which could be very receptive to inexpensive color laser printers, could position the company to take advantage of the shift from black and white to color printers. This would allow Dell to improve its printer mix, currently 85% inkjet, and capture the slightly higher margins associated with color laser printers.