PRINT-AS-A-SERVICE
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possible, keeping close control over cost while also addressing environmental concerns. Print-as-a-service offers an alternative that may be more flexible and agile than incumbent solutions and the signs are that more organisations are open to making changes, which could see it surge in popularity. “Following the pandemic period, where many home workers opted to buy their own devices, those devices may not necessarily have met security standards required for network access. Our research suggests that the enforced changes of the past few years have given rise to a greater appetite for shifting from the status quo where print infrastructure provision is concerned because print-as-a-service puts the business back in control.” Callow added that with a service model, the bulk of the sales pitch is “peace of mind. Knowing that their devices are covered for warranty and maintenance is an important factor for many businesses. “There are literally hundreds of thousands of businesses and organisations in the UK, who would not ever need to lease a large device, that are using the traditional copier dealer model. Even for those businesses, purchasing supplies as and when they need them through traditional online dealers can be both cumbersome and more expensive than a service agreement. “Those customers seem to understand the principle of what a print subscription solution is, and when coupled with the savings on offer it is appealing for them. Dealers too can benefit from introducing a subscription solution because of the margins involved, and all of the actual facilitation, monitoring and fulfilment of that agreement can be handled by the vendor. “In short, there is a lot of money to be made while helping customers reduce their costs.” More than words I don’t know about you, but peace of mind sounds like a worthwhile investment! But with the advantages so clear, competition is high for resellers, who need to have a water tight proposition when they go to market, and be open to offer cloud, security, or management services on top of the print solution they already sell. “To capitalise on these opportunities, resellers need to understand the needs of their customers and offer real world solutions,” said Colao. “That requires a deep understanding of the print market, and the ability to offer customised solutions that are tailored to each
customer’s specific requirements. “Resellers can also differentiate themselves by offering value-added services such as proactive maintenance, supply management, and user training. By offering a comprehensive service, resellers can help their customers to maximise the benefits of their PaaS solutions and increase their satisfaction. “Another key factor in capitalising on the opportunities presented by PaaS is building strong relationships with customers. Resellers need to be proactive in communicating with their customers, providing regular updates and support, and responding quickly to any issues or concerns. By building strong relationships with customers, resellers can increase their customer retention and loyalty, which can help to drive long-term revenue growth.” Those relationships are going to be crucial going forward. As both Callow and Fernandez explain, churn is a real factor in the market at the moment, as businesses are hesitant of commitment and are not above shopping around. “Certainly our subscription customer base is growing,” said Callow, “however I think business customers are perhaps slightly hesitant at the moment to enter into new longer term arrangements as the global outlook in respect of another potential pandemic is still uncertain. “As a result, flexibility within the agreement has leaped up the charts in terms of importance, as businesses look to avoid paying for a printer they don’t use, as they did throughout 2020.” “Our research shows that there is considerable potential for churn in the managed print market,” said Fernandez. “In fact, 60% of organisations are definitely or potentially planning to change providers at the end of their current MPS contract. “This is clearly both a threat and an opportunity for resellers. In an environment of weakening loyalty, offering new, differentiated services is essential to retaining existing performance of current MPS services does not match the importance clients place on value- based goals, such as improving business process efficiency, reducing environmental impact, and reducing consumables costs. By framing print-as-a-service solutions around these key drivers, providers will have the best chance of capitalising on the opportunity and defending against customer churn.” customers and attracting new ones. “Our research also found that the
Max Colao managing director Apprico!
apprico.co.uk
Resellers can also differentiate themselves by offering value- added services such as proactive maintenance, supply management, and user training. “ ”
Louella Fernandes research director Quocirca
quocirca.com
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