IDC predicts the total printer marker this year to shrink by more than 12 percent from 524,000 units in 2005.

'We'd like to focus more on revenues and profitability not market share. Even if our share drops by a few percentage points, our focus is on total value for costumers,' Alvarez said.

Since last year, HP has been aggressive in marketing its consumer products, including its printer line. Its marketing blitz includes trade-in schemes and bundling its printers with other devices such as PCs and digital cameras.