Lexmark unveiled a family of what it calls "smart" multifunction printers that will help partners broaden their managed print services portfolios and reel in new sources of revenue.

Lexmark's lineup now includes 18 new MFPs, including the CX510 color laser and MX611 monochrome laser, which provide embedded solutions for content and document workflow management. These applications are accessed through the MFPs' new touch-enabled screens and, according to Lexmark, boost enterprise productivity by automating workflow and approval processes, rather than having to perform them manually.

These solutions-enabled MFPs range in price from $599 to $5,499.

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Smart MFPs will drive growth for Lexmark partners because they essentially serve as two products in one, explained Sean Endicott, manager of channel business development at Lexmark, Lexington, Ky. Not only are they multifunction printers, but they are platforms that streamline workflow automation and other, often tedious tasks, such as invoice processing or contracts management. This two-in-one package allows solution providers to differentiate themselves from competitors and deliver greater value to their customers, Endicott told CRN.

"You're enabled to protect your margins because, again, you are not just selling a piece of hardware at a lower price point. You are solving a problem, and customers are typically willing to pay for something that really solves a problem for them," he said.

What's more, solution providers in the managed print services (MPS) space stand to gain by wrapping configuration, installation and training services around Lexmark's new smart MFPs. They also can take advantage of offering a totally new breed of MFPs, especially as customers seek out more sophisticated print environments.

"Once you're involved in [MPS] and you are reasonably proficient, you are going to need to find more for the customer," Endicott said. "You are helping them print more effectively and you're controlling those costs, but customers are going to be [asking], 'What's that next piece of value that you are bringing to me?' "

Lexmark partners selling the company's ImageNow solution for secured document storage also can bundle this software with the smart MFPs for more margin growth, said Endicott.

PUBLISHED NOV. 16, 2012