Dell says they plan to cut prices on their ink cartridges by up to 50% in order to gain a market share from HP in the UK market. They hope this will double their market share every year. Currently they only have about 7% of the overall printer ink market, while HP has around 54%. Dell can do this in England because it’s a much smaller market, so it would basically be the equivalent of testing these prices in one state and seeing what happens. Also, they basically need to do it because their brand isn’t as entrenched over there as it is in the U.S. We all knew Dell for their computers, so it was easy for them to start selling printers. Dell is a worldwide brand, but over there, they don’t dominate the PC market the way they do (or did) here.

Based on the current ink prices for Dell brand cartridges, if the prices do go down by 50%, it might make economical sense to fly over there and buy a boatload of them.

Dom Perignon for printers: Dell aims to slash high price of ink [The Business]