They are promising that the cost of printing with their new range of printers (going to be released sometime in May 2007) will be 50% less than the current market leaders HP.

It will be interesting to see how their battle to gain a foothold in such a competitive market place will pan out. But, I have always suggested that a company should try to reverse the printer strategy (sell printer hardware below cost – charge customer as they use it with way too expensive replacement ink cartridges).