An Artificial Flavor to 2024 Sets the Pace for Industry Trends to Watch

It’s the dawn of a new era in the office technology ecosystem. The reset button has been pushed. What’s old is new (including the U.S. president), and what’s new is incredibly exciting (see intelligence, artificial). It might be said that both are absolute disruptors that will certainly make life more interesting on a number of levels.

It’s one of the beauties of life. Just when you think you have it all figured out, a game-changing event or movement introduces itself and confirms the adage “We don’t know what we don’t know.” But we’re here to be trendy—or at least identify some trends. Here’s a sampling of this year’s annual trends issue:

• Artificial intelligence (AI) is infiltrating business in a meaningful and positive way.
• Manufacturers are aligning with one another to gain an operational edge, save a buck and avoid sourcing disasters.
• New players have thrown their hats into the MFP ring.
• Cyberattacks continue to remind the business community that no one is truly safe, which isn’t so reassuring.
• Consolidation may be slowing on the dealer side. Could OEMs move beyond joint ventures?

Don’t take our word for it. We have 21 assessments from dealers, manufacturers and other providers to document the leading trends from 2024 that bear watching in 2025. Taking it a step further, we have a complementary piece courtesy of our cast of panelists on page 18 that offers bold and fearless predictions for the new year.

Stepping beyond traditional hardware solutions will be important in 2025 due to the continued trend toward businesses adopting cloud-based platforms, AI and Internet of Things technologies. Joe Dellaposta, owner and COO of Doing Better Business in Altoona, Pennsylvania, feels manufacturers and dealers alike must continue to push further into integrated solutions.

“This shift will require investments in software capabilities and services, enabling better equipment monitoring, predictive maintenance and workflow automation,” Dellaposta said. “The impact on the industry will be transformative with companies needing to transition from selling stand-alone products to offering value-added services that focus on productivity and efficiency.”

Expectations surrounding the buying experience are evolving, notes Jim Coriddi, chief dealer officer, U.S. dealer division for Ricoh USA. He believes the convergence of technology is having a significant impact on how companies interact with their customers. B2B buyers now expect the simple and efficient experience enjoyed in the B2C sector.

This shift will require investments in software capabilities and services, enabling better equipment monitoring, predictive maintenance and workflow automation.

– Joe Dellaposta, Doing Better Business

“Marketplace requirements are also changing the way we attract buyers, as simply showcasing products without continually updated pricing will no longer put your company at the top of a Google search,” Coriddi noted. “Adopting a digital strategy that facilitates customer engagement is a growing challenge for dealers as AI, ecommerce and digital self-service become interdependent.”

AI in the Air

AI is poised to make technology inroads across virtually every industry, and office technology is no exception, says Kuoying Wang, CEO of Katun Corporation. The parts and supplies provider/A3 manufacturer is beginning to explore how AI can support business processes across the industry.

“This year, I believe we’ll see manufacturers and dealers seriously evaluating AI solutions to simplify operations and work more efficiently,” Wang said.

Technologies are increasingly driving the makeup of dealer catalogs. Jim Hawkins, vice president, sales operations and TBS Latin America for Toshiba America Business Solutions, sees AI continuing to gain influence through its ability to drive internal efficiencies and enhance customer experiences. The ongoing shift to cloud computing is spurring more subscription-based purchasing models, bolstering recurring revenue streams. In addition, Hawkins sees dealers monetizing the entire document lifecycle—from faxing and capturing to document signing.

This year, I believe we’ll see manufacturers and dealers seriously evaluating AI solutions to simplify operations and work more efficiently.

Kuoying Wang

“The rapid advancement of AI and the mainstreaming of cloud technology will further accelerate these changes, creating more opportunities for innovation and revenue growth,” Hawkins added.

Technology’s fast-moving evolution has spurred a widespread shift toward cloud-based solutions, notes Clark Bugg, vice president of channel sales at Lexmark. It’s a trend that’s particularly evident in the print world.

“Cloud-based, managed print services can alleviate the challenges of traditional print management by transferring the responsibility of maintenance, supplies and troubleshooting to a specialized provider in the office technology space,” Bugg said.

Security Standards

Cybersecurity and the evolving nature of bad actor infiltrations is certain to be a cornerstone talking point that underscores the need for adaptable, layered security frameworks. Dave Moorman, president and CISO of Nashville, Tennessee-based Novatech, notes zero trust will become essential in moving businesses toward a model that embraces the concept in which no user, device or network is automatically trusted, even within the corporate perimeter. Every access request is verified, which Moorman believes is essential for the remote/hybrid operating models.

Cloud-based, managed print services can alleviate the challenges of traditional print management by transferring the responsibility of maintenance, supplies and troubleshooting to a specialized provider in the office technology space.

– Clark Bugg, Lexmark

Along the same vein, he notes the rise in secure access service edge (SASE) solutions, which allow for secure, direct access to applications while controlling data utilization. “SASE will help companies manage traffic across hybrid cloud environments and remote offices, streamlining security protocols to ensure network integrity and performance,” Moorman added.

Another dealer closely attuned to the rise of cybersecurity is Erik Braden, managing partner of Braden Business Systems of Fishers, Indiana. He believes businesses will be drawn toward providers that can offer robust and proactive cybersecurity measures.

“With the rise of interconnected devices, including modern multifunction printers, securing IT and print infrastructure isn’t optional—it’s essential,” Braden added.

One of the more positive trends is the reduced costs of premium hardware features. Jacob Hardin, product manager, Professional Imaging for Epson America, points out that features including scanning and specialty media printing have become more accessible at lower price ranges in contrast to five years ago.

With the rise of interconnected devices, including modern multifunction printers, securing IT and print infrastructure isn’t optional—it’s essential.

– Erik Braden, Braden Business Systems

Hardin also notes that large-format solutions have garnered a more prominent role in dealer-managed print services platforms. “With growing customer demand for localized service, cost predictability and personalized support, more resellers are enhancing their MPS offerings by incorporating large-format solutions,” he said.

Print Prosperity

One dealer exec who’s offering a more optimistic take on print volumes is Patrick Flesch, president and CEO of Gordon Flesch Company in Madison, Wisconsin. He notes that the print volume declines appear to be leveling off, signaling something of a return to pre-pandemic operations for many businesses.

“As more offices have been transitioning back to in-person work, there’s been a noticeable stabilization in print demand,” Flesch said. “In fact, some industry analysts have predicted that print volumes might even go up a bit.”

While many industry observers are split on whether the number of remote/hybrid work scenarios will grow in the coming years, there’s strong agreement that it’s become a permanent fixture in certain circles. Brent Martin, director of marketing for ARLINGTON, points out that while a majority of companies have their team members back in the office, providers will need to address the hybrid/work-from-home (WFH) model moving forward.

As more offices have been transitioning back to in-person work, there’s been a noticeable stabilization in print demand.

– Patrick Flesch, Gordon Flesch Co.

“Resellers require more than enterprise office solutions in their portfolios,” Martin said. “Cloud-based and secure, remote printing solutions will continue to evolve in the future.”

Karl Boissonneault, president, North America channels and Canada for Xerox, sees a great opportunity to leverage the rise in hybrid work. He believes dealers should adapt their offerings to include more digital and remote solutions to maintain pace with rapidly advancing technologies.

“AI and automation are crucial as users expect office technology to enhance efficiency and productivity,” he said. “From MFPs and software that streamline tasks, the focus is on automated workflows and predictive maintenance. Intuitive and personalized user interfaces are essential, making it easier for employees to interact with technology and access tools conveniently from anywhere.”

AI and automation are crucial as users expect office technology to enhance efficiency and productivity.

– Karl Boissonneault, Xerox

Remote Possibilities

The return-to-office push found a mouthpiece in the form of several larger corporations, from Amazon to Boeing, that are either dialing back on WFH frequency or eliminating it altogether. The post-pandemic return to office (RTO) movement may keep growing, but it’s hard to fathom WFH becoming all but eliminated, notes Monte White, senior vice president of merchandising for Distribution Management.

“We’ve all probably read some of the studies that show increased morale, better collaboration and higher worker productivity by those who have some degree of in-office requirements,” White said. “In my opinion, we’ll never go back to the way it was before COVID, but there seem to be more companies pushing the in-office agenda more than was commonplace a few years ago.”

A trio of trends are poised to shape 2025 in the estimation of Evelyn Pichardo, director of partner experience for Brother International. One is the rising demand for remote device management with enhanced security as businesses adapt to decentralized workforces, prioritizing IoT-enabled solutions to monitor and protect printing fleets.

A second driver is the increased importance of superior customer support, which Pichardo sees as a prime differentiator for dealers as businesses emphasize consistent, high-quality service to build loyalty. “Finally, the rise of connected multifunction devices will continue as companies seek versatile, seamlessly integrated solutions to enhance productivity and efficiency,” she added.

Given the high visibility partnerships forged by noted industry OEMs in the past two years, many observers wonder if we’ve seen the extent of the moves or if these relationships will be ongoing. Casey Lowery, president of Applied Innovation in Grand Rapids, Michigan, notes these manufacturing and joint technology pacts have long been predicted.

The rise of connected multifunction devices will continue as companies seek versatile, seamlessly integrated solutions to enhance productivity and efficiency.

– Evelyn Pichardo, Brother International

Similarly he wonders what will be the fate of market newcomers. “Considering all the talk of consolidation, it will be interesting to watch Fuji and Katun enter the market,” Lowery said.

Strategic Moves

The manufacturer-to-manufacturer dynamic isn’t just a talking point for dealers; fellow OEMs are wary of the impact it could have on their businesses as well as that of their dealer partners. Included in that group is Mike Marusic, president and CEO of Sharp Imaging and Information Company of America.

“[Market consolidation] is no longer just something we think might happen eventually; it’s happening now,” he said. “Dealers need to understand how potential OEM consolidation, or in other cases new brands entering, will impact their businesses, and they need to be ready to adapt. The landscape is changing fast, and that brings challenges. As brands consolidate, we’ll see shifts in customer loyalty, and increased complexity in managing parts across different models.

“To stay ahead, dealers will need to be nimble, thinking quickly on their feet,” Marusic added. “Diversification remains key, and those dealers who are able to expand into new categories such as displays, laptops and complementary services are positioned for growth. Additionally, the dealers who can build deeper relationships with their customers, offering solutions that align with their needs, will be the ones who thrive.”

As brands consolidate, we’ll see shifts in customer loyalty, and increased complexity in managing parts across different models.

– Mike Marusic, Sharp

Industry consolidation is foremost on the mind of Tim Renegar, president of Kelly Office Solutions in Winston-Salem, North Carolina. From dealers to manufacturers and distributors, Renegar notes the industry is constantly adjusting to these new developments.

He also advises fellow dealers to closely monitor the trajectory of these moves. “The consolidation on any of these fronts will require dealers to be vigilant in keeping up and staying ahead,” Renegar said. “Any one of these could affect your market and how you go to market. They’re all relevant, and the quickest way for a dealership to become irrelevant is to ignore these changes.”

An ever-growing trend is the proliferation of security-based products and services, which will continue to generate profitable opportunities to meet market demands. Laura Blackmer, president of dealer sales for Konica Minolta Business Solutions, points out that a core business centered on copiers and print management with integrated security will be the foundation for growth in cybersecurity, physical security and security monitoring services.

“By crafting a strategy focused on products and services that ensures customer safety, dealers can unlock new revenue streams, create substantial value and exceed customer expectations,” she said.

A trend that’s become increasingly relevant in our industry is the rise of ecommerce in consumables and hardware. Jose Estebanez, vice president, corporate marketing group for Kyocera Document Solutions America, believes ecommerce is transforming how consumables and A4 devices are sold.

By crafting a strategy focused on products and services that ensures customer safety, dealers can unlock new revenue streams, create substantial value and exceed customer expectations.

– Laura Blackmer, Konica Minolta

“By automating these sales, dealers can free up their sales teams to focus on high-value deals,” he said. “This shift boosts operational efficiency, allowing companies to scale their businesses and secure new opportunities.”

Tariff Trouble?

Many observers across all industries are casting a concerned eye on what impact President Trump’s proposed tariffs could have on imports from China and other trade partners. The fact that trade is a two-way street, one that carries its own ramifications, is what concerns Martin Golobic, CEO of GreatAmerica Financial Services.

“We’re keeping an eye out for potential cost increases to dealers and end-users due to tariffs, along with the impact of those tariffs on potential remarketing efforts if China and others limit imports of technology,” Golobic pointed out.

A tariff of 60% or more on Chinese imports—and the resulting cost increases that would be passed along—would be keenly felt throughout the industry. Chip Miceli, CEO of Pulse Technology in Schaumburg, Illinois, points out the office tech industry is heavily reliant on hardware and supplies sourced overseas.

We’re keeping an eye out for potential cost increases to dealers and end-users due to tariffs along with the impact of those tariffs on potential remarketing efforts if China and others limit imports of technology.

– Martin Golobic, GreatAmerica Financial Services

By the same token, Miceli believes President Trump’s policies will pave a path toward prosperity. “We’ll be watching what the economy does in the new year,” he said. “With proposed tax cuts and other business-friendly measures, I expect it to really take off.”

Finally, Hunter Woolfolk, co-president of San Antonio-based DOCUmation, feels the biggest trends center on AI-driven optimization, sustainability initiatives and seamless integrated technology solutions. On the latter count, driving efficiency, meeting market expectations and enhancing customer experiences will be the desired results.

“With mega dealers consolidating much of the market, these trends will also help address evolving client needs and meet the rising demand for better service in our space,” he added.

With mega dealers consolidating much of the market, these trends will also help address evolving client needs and meet the rising demand for better service in our space.

– Hunter Woolfolk, DOCUmation