Ricoh Americas Eliminates COO Position along with Tom Salierno

Ask me if I am shocked! NO, however it was a piece of interesting news. Eliminating a position to me is a polite way of saying you services are no longer required.

Rumors have been rampant the past few months of huge financial losses coming from the Direct Channel, along with Dealers up in arms about the Direct Channel selling boxes below Dealer Cost. Couple this with recent surveys sent to Dealer Salespeople asking about the downward sales of Segment One machines, and they just don't get it yet, A3 vs A4 machines, 11x17 mfps vs non 11x17 mfps.

So, now enters Martin Brodigan, currently President of Ricoh Canada, assumes the position of CFO of Ricoh US. Was there a CFO of Ricoh Americas before this and if so did someone else get eliminated?

Keeping with tradition of my blogs, I still believe Ricoh Japan and Ricoh Americas Corp has "relaxed" during the last 18 months and has been resting on their laurels. Out went the talk about TDV (Total Document Volume), and in came we're Ricoh we have the best equipment and you should have to pay more. This was the talk track to the dealers and then comes the Direct Channel trying to save its own market share by selling equipment below cost.

Enough said, I for one still believe that Ricoh makes the finest products in the world, however they have to straighten out their Direct Channel and make them a profit center. Dealers can no longer subsidize the Direct Channel.