Last week, office technology dealers on our esteemed trends and predictions panel provided their insights as to what will be the key to driving success in 2025. After all, who’s better at prognosticating than those on the front line of business?
This week, we turn to manufacturers and other providers to the industry, which approach issues at a somewhat different angle, to get their takes on the 2025 keys. They offer a wider perspective on the necessary ingredients to realize not just growth, but profitability.
Brent Martin, ARLINGTON: Continuing to do more with less. Print is our life, but we live in an ever-growing digital world. Identifying synergies within our partners’ workflows and processes that enhance effectiveness with print will enable many of us to find success in 2025. Continuing to keep our customers first, listening to their concerns and finding solutions that provide solutions for our reseller partners [are also keys].
Jim Coriddi, Ricoh: Being able to confidently address and solve for the rapid changes to the office environment will require that dealers change the conversation. Enabling customers to navigate tools for increased collaboration among a hybrid workforce, understanding how to integrate and benefit from new technologies such as AI, and addressing shifting priorities such as sustainability and security will be key to growing market share.
Production print will also continue to grow as dealers look for new revenue streams to replace MFP clicks and companies increasingly move their marketing/brand and large run jobs to production print providers or in-plants.
Jose Estebanez, Kyocera: Dealers must offer solutions like Unlimited Printing or Three-Tier Color programs to attract cost-conscious customers. eCommerce platforms and digital tools will streamline operations and enhance scalability. Aligning with financially stable and portfolio-diverse OEMs will position dealers for long-term growth.
Jacob Hardin, Epson: For manufacturers and resellers, it will be critical in 2025 to understand that most users want solutions that are tuned or customized to their business. Successful providers will think outside the box and work in collaboration with manufacturers to find more ways to say ‘”yes” to these requests.
Jim Hawkins, Toshiba: Hiring and retention will be critical, particularly talent able to consider the integration of AI in the workplace. This will require shifting the sales mindset, from implementation to utilization to upselling, to solve real-world business challenges for their customers. Ongoing investments in employee development and staying agile to meet evolving client needs will be key to sustaining long-term growth.
Laura Blackmer, Konica Minolta: With the ongoing profit challenges and continued dealer acquisitions in the imaging channel, the most critical characteristic of a competitive office technology dealership in 2025 will be diversified offerings. A prime example is production print and industrial print products, which continue to experience significant demand and profitability.
Building a successful production print business requires dedication and expertise. Once mastered, it allows you to generate new revenue streams and establish a highly profitable business while maintaining a focus on your core operations, which involve putting ink and toner on paper.
By developing a comprehensive understanding and capability in production print, you can excel and maintain a competitive edge.
Mike Marusic, Sharp: Looking back at 2024, the key to success in 2025 will still be diversification, that won’t change. Those dealers who diversified their offerings were able to weather the storm and emerge stronger. But that’s only part of the equation. Strategic planning is critical. Dealers need to be agile, anticipating what’s coming and adapting quickly to shifts in the market. The one constant is their strength in customer relationships. That will allow them to bring new offerings to those customers. Dealers who can foster loyalty by offering value-added solutions and exceptional service in new categories as they have done in the print space will continue to grow. Diversification, strategic planning, and customer loyalty will be the pillars of success in 2025. Those who aren’t just reacting to change but proactively shaping their futures will come out ahead.
Clark Bugg, Lexmark: The office technology landscape is rapidly transforming, driven by technological advancements and evolving business needs. Success requires adapting to this dynamic environment by embracing innovation and customer-centricity. In 2025, customers want a simpler user experience – in print and beyond – that’s straight-forward and hassle-free without sacrificing many advanced features developed in recent years.
Evelyn Pichardo, Brother International: One of the biggest factors for success in 2025 will be the ability to adapt to the new market dynamics of printing while also creating complementary revenue streams. The channel is shifting towards a more robust IT Managed Service provider, and those who can position themselves as a one-stop shop for printing and different areas of technology, such as network and device management, will continue to pull ahead of the competition.
Kuoying Wang, Katun Corp.: Over the past year, our industry has experienced significant disruption due to new OEMs entering the market, including the launch of Katun’s own MFP portfolio in September 2024. These events signal that our industry is ready for transformation. Dealers are looking to simplify their operations and, in many cases, return to basics. They want hardware that is reliable, user-friendly, and built to last. To succeed in 2025, it’s crucial to listen carefully to dealers’ needs and respond quickly to support them. Equally important is creative thinking and using innovative approaches to deliver impactful solutions.
Martin Golobic, GreatAmerica Financial Services: Failing to plan is planning to fail. We saw many customers start 2024 slow because they didn’t have a plan and end user behavior wasn’t the same as 2022 and 2023. Net-new requires targeted attention.
Karl Boissonneault, Xerox: With many leases expiring, it’s crucial for dealers to actively manage their lease portfolios. This means tracking renewal dates and engaging clients early to upsell, extend contracts, and strengthen long-term relationships.
Given the rising threat of cyberattacks, dealers must ensure their technology has strong security measures and is easy to use securely. This includes simple security configuration options, encryption, secure printing and user authentication to safeguard sensitive information and meet regulatory standards.
As businesses increasingly adopt cloud-based printing solutions, dealers should focus on offering these services and supporting clients through the transition. This involves providing seamless connectivity, efficient workflows and enhanced security features.
