The Following Fax Is Brought To You In Living Color

Most people like to see things in color rather than black and white. Maybe that's why Sharp Electronics Corp.'s color fax machine has done so well in the Japanese market. According to Sharp, more than a thousand of its color machines have been sold since its introduction last year. But now, Sharp is releasing them in the U. S. in hopes of luring large customers such as advertising firms and government agencies, including the CIA and FBI.

The $31,995 FO-9000 uses a color scanner and a specially developed printing technology that transfers the color dye on a special ribbon to polyester paper. Transmission time for an 8x10 photograph is three minutes, says Joe Cosgrove, marketing manager of Sharp's fax division. That compares with the eight minutes it can take for an ordinary fax machine to scan and send a photo--in black and white. Judy Pirani at BIS Strategic Decisions, a market researcher in Norwell, Mass., says that although NEC Corp. and Canon Inc. have exhibited comparable color fax machines at trade shows, Sharp's is the first desktop model available in the U. S.

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