By James Wells

SYDNEY: Following its acquisition of the license to distribute Agfa-branded personal photo printers globally, the company’s local management has announced it will commence sales of the products through electrical retailers in Australia and New Zealand.

Sagem Australasia managing director, Francois Romanet, told that negotiations have already commenced to locally sell the photo printers which can create 10cm x 15cm prints.

“We intend to launch this product in Australia and New Zealand,” Romanet said.

“We are in discussion [regarding] distribution including photo and consumer electronics specialists and resellers.

“With the Agfa brand, Sagem will be able to penetrate the Australian market with a brand name which is already established in the photographic industry and expand our distribution channels.”

Sagem, who anounced the Agfa license on Monday at the Photokina exhibition in Cologne, is an existing player in other global market with its own Sagem PhotoEasy printers.

There will be two AgfaPhoto licensed printers – the AP1100 and the AP2700 which includes a 2.4 inch flip-up colour screen as well as an associated range of consumables. The printers utilize dye-sublimation technology and offer photo enhancement and red eye reduction features as well as plug-and-play options with connection to cameras, mobile phones and television.

"The AgfaPhoto brand stands for high-class state-of-the-art products around consumer imaging solutions. Sagem Communication is a strong partner in the field of personal photo printing with excellent product and marketing know-how in this dynamic segment. We are very pleased about the start of the cooperation with Sagem Communication,”

AgfaPhoto Holding president and chief executive, Frank J. Nellissen said in a statement distributed by the company.

"The partnership between Sagem Communication and AgfaPhoto is an excellent opportunity to enter new markets. AgfaPhoto is a strong and widely-recognised brand which, when combined with Sagem Communication’s know-how, will enable us to significantly develop our sales of personal photo printers around the world. Today we are launching a range of very high performance products under the AgfaPhoto brand and we are very confident of their success," said Sagem Communiation deputy general manager, Patrick Sevian.