The Power Of Peripherals

The major shift toward the use of multifunction printers (MFPs) has helped resellers push the power of peripherals in workflow initiatives. With paper flowing in and out of an office through a single device, many companies are now eager to streamline internal processes laden with paper—and are therefore eyeing imaging equipment to expedite forms processing and other operations.

Corporate buyers are also finding they can cut back on paper if employees have enhanced monitors or more than one display on their desks. They are less likely to print e-mail, information from the Internet and other items that will be read once and simply discarded.

The proliferation of MFPs, imaging equipment and displays is due in part to dramatically reduced prices. "Vendors like these all-in-one devices. Usage is higher, and therefore volume sales are higher," said Peter Grant, Gartner's managing vice president for printing markets.

While stepped up sales of MFPs and other peripherals have created opportunities for resellers, solution providers must now become more creative as a result, according to Mike McGinley, senior sales representative for Baltimore-based Star Print, a reseller for InfoPrint Solutions.

"As the average cost of each printer decreases, the discount the reseller gets is reduced sharply," he said. "This is encouraging resellers to sell more ... to push the total package, which includes software, supplies and maintenance along with hardware."

One printing giant, Oki Data, recently reported a major spike in MFP sales, which now make up 25 percent of overall printer sales vs. just three percent in 2003. "The primary trend we are seeing and driving with our partners and customers is device consolidation," noted Jackie Paralis, senior marketing manager, channel development at Oki Data Americas, Mount Laurel, N.J.

While corporate customers are buying more MFPs, there are even more significant surrounding sales of the multipurpose units. Major imaging vendors are urging resellers not to stop with a hefty printer sale but to instead use that deal as a starting point.

"The key for resellers is to follow the paper trail. Seek out businesses with tons of paper that can benefit from digitizing their documents," offered Russell Hunt, president of Bwe Bell and Howell, Wheeling, Ill., a document management and scanning solutions vendor. "Even though some of these companies may have second- or even third-generation imaging systems in place already, they may not have a clear imaging program strategy. That's where a reseller's expertise is most important."

No matter the product, resellers must be able to pitch cohesive overall solutions. "Often copier dealers and resellers with their pulse on where the pages are going are best positioned to help a company embark on a workflow solution," said analyst Grant. "Both vendors and customers are looking for guys that are savvy in this area in order to speed up processes that will ultimately drive unnecessary paper out of the office."