As we turn the page to 2021, it is apparent that many of the same challenges and opportunities that existed throughout its predecessor will take on equal, if not greater significance for the office technology dealership world moving forward.
Clearly, the hope is that some of the more unfortunate aspects of 2020 do not follow behind with equal vigor. But as the business landscape continues to evolve, it will become increasingly clear that trends established in the trailing 12 months will become more permanent than hoped.
As we kick off our State of the Industry report on 2021’s trends and predictions, we will clear out the notebook of observations offered by our panel of industry experts.
Katsuhiro “Jerry” Matsufuji, vice president and general manager of Canon U.S.A., believes the convergence of print and digital will continue to bear fruit, especially coming off a year in which digital technologies came to the foreground. He finds its interesting how these technologies meshed with more traditional tactics and ways of working in an effort to help businesses navigate through the so-called new normal.
One such technology, which has a few years under its belt but has garnered momentum in recent month, is the QR code. “Contactless, cost-effective and designed to direct people to a web page or site with more information, QR codes serve as a type of barcode that is readable by mobile devices,” Matsufuji remarked. “In our current environment, where web pages may take the place of a physical, shared piece—such as restaurant menus—QR codes have seen a spark in areas such as direct mail, food and beverage, as well as remote sales. By utilizing print and digital communications like QR codes, businesses have been able to adapt to new methods which they can also implement in their marketing and sales in the future.”
Sustainability
In recent years, sustainability has been (and continues to be) a huge priority for much of the business community, be it companies, employees or leadership, notes Anneliese Olson, general manager and global head, Printing Category for HP.
“I predict in the year ahead, we will begin to see even more businesses have sustainability as a core operational and mission-based pillar,” she said. “Not only because it helps the company but also because it aligns with what consumers increasingly want and demand from the brands they choose.”
Joseph Contreras, commercial marketing executive, Office Solutions for Epson America, echoed Olson’s sentiments. Office dealers, he believes, can play a key role in supporting that endeavor.
“Continuing into the New Year, many businesses will be looking to build a more sustainable future by way of office technology that has environmental benefits as well as delivers on reliability, productivity and efficiency, all in a cost-effective package,” Contreras said.
The diversification trumpet will continue to sound in 2021, notes Brad Cates, president and CEO of Prosource. Solving more, bigger problems for clients will enable dealers to get the jump on competitors that prefer to stick to their core competencies.
“If you’ve already diversified, there is an opportunity to accelerate that diversification to solve bigger, more durable, more future-oriented problems,” Cates said. “If you haven’t diversified, you’re likely already looking inward at how to do that in order to become more resilient as a business and more responsive to your customers and their needs in this rapidly changing landscape.”
Automation Push
When the pandemic increased the desire for businesses to accomplish more with less, the push toward continued automation resonates with end-users, notes Laryssa Alexander, president of ECI Software Solutions’ Field Service Division.
“Streamlining processes and removing any unnecessary human element, where applicable, allows workers to focus on more important tasks than ordering supplies, like ink cartridges,” Alexander said. “Manufacturers will also continue to make smart devices to ensure that these capabilities are available to all potential customers.”
The ability to act as a one-stop shop provider for clients and providing that critical flexibility will help dealers win more business, notes Michael Pietrunti, senior vice president, U.S. Multi-Brand Dealer Channel for Xerox. “Dealers can leverage new technologies that expand both their equipment and recurring revenue streams as end-user needs continue to evolve,” he said. “This includes honing skills in selling app suites and software solutions to increase “stickiness” and expanding share of wallet within their current customer bases. The ability to be a one-stop technology provider, supporting customers’ evolving needs around office, home or mobile document requirements, is critical going forward. An ecosystem of flexible and scalable technology will earn their customers’ business and loyalty.”
