It’s not news at this point that the office technology landscape is shifting dramatically — it would be more newsworthy if it stopped shifting. Driven by profound changes in workplace dynamics (are we or aren’t we returning to the office?), technological advancements, economic pressures and changing consumer expectations, the traditional model of selling and maintaining copiers and MFPs is no longer enough. New revenue streams are a must, and dealers who diversify into complementary and adjacent technology categories will find themselves well-positioned to achieve sustainable growth, maintain customer relevance and withstand market volatility.
It’s been five years since the COVID-19 pandemic upended the world, creating unprecedented change but also new opportunities. The forced transition to remote and hybrid work reduced demand for traditional office equipment, causing declines in traditional office printer and copier placements and associated supplies. Even as offices gradually reopen, many companies continue to struggle with low occupancy rates, which can result in a continued decline in traditional equipment leases and purchases. However, that original remote work opened up new opportunities in remote work equipment and solutions, and this ongoing change underscores diversification not just as an option, but as a strategic imperative.
Dealers also continue to face industry-wide pressures including aggressive pricing, ongoing supply chain disruptions and uncertainty surrounding OEM consolidation. These pressures intensify competition, erode margins and compel dealers to broaden their offerings. By moving beyond a print-centric model and strategically diversifying their product portfolios, dealers can create more resilient businesses capable of thriving despite ongoing industry challenges.
Exploring adjacent technologies
Audiovisual (AV) solutions. One of the most promising areas of diversification lies in audiovisual technology. AV solutions such as interactive displays, video conferencing systems, digital signage, and presentation equipment represent a growing market segment with strong potential for recurring revenue. For example, interactive displays enhance communication and collaboration in corporate meeting rooms, educational settings, healthcare facilities, and retail environments. These solutions help dealers maintain ongoing relationships through installation, training, service, and maintenance agreements, establishing predictable and recurring revenue streams.
Dealers can utilize mobile AV solutions, including rolling AV carts, to accommodate hybrid or flexible work arrangements, creating versatile and adaptable solutions for customers. Additionally, providing maintenance and service contracts for AV equipment ensures long-term customer engagement and stable income. Dealers who successfully integrate AV into their offerings report enhanced customer retention, increased cross-selling opportunities, and significantly improved profitability.
Managed services and IT infrastructure. This is an area where dealers remain strongly divided — many argue that the infrastructure and resources needed make the transition too difficult or costly. But with the right partners, managed IT services present a compelling diversification opportunity. Businesses increasingly rely on digital infrastructures, cloud computing, remote management capabilities, and cybersecurity to protect it all. Dealers who move into this space provide critical support through cybersecurity services, network management, cloud solutions, and remote monitoring and management (RMM) solutions. The hybrid work model has made managed IT services indispensable for many businesses, positioning office technology dealers as strategic partners rather than equipment providers.
Dealers can leverage their existing customer relationships to introduce managed services that provide stable, recurring revenues, such as managed print services (MPS), cybersecurity assessments, cloud management, and IT support contracts. The transition into managed services requires significant investment in training and resources but can lead to substantial returns in the long term, including stronger customer relationships and increased resilience against market disruptions.
Another significant diversification opportunity lies in notebook computer sales. With increasing demand for remote and hybrid working environments, dealers can capitalize on frequent technology refresh cycles, especially in sectors such as education, healthcare and corporate offices. Offering notebooks and related mobile technology enables dealers to establish deeper customer relationships by addressing evolving remote work needs and providing bundled solutions that may include device management, cybersecurity, remote support and accessories. Targeting vertical-specific needs, such as educational institutions regularly refreshing large numbers of laptops, provides dealers substantial revenue opportunities and additional avenues for recurring support and service contracts.
Production print and light production. Production printing is a popular area for dealer diversification, especially within vertical markets and specialty applications. Targeting markets such as education, healthcare, legal, marketing and commercial print providers can generate considerable new business opportunities. Dealers who invest in understanding vertical-specific printing needs and applications can position themselves as trusted advisors and solution providers.
Light production printing, especially in verticals lacking dedicated print centers, offers untapped growth opportunities. Niche applications like training manuals, marketing collateral, educational materials and specialty publications are prime candidates for dealer expansion. Emphasizing value-added services, such as tailored workflow solutions, embellishment capabilities and digital production expertise, enables dealers to attract new clients and strengthen relationships with existing customers.
Emerging market trends and innovations
Artificial intelligence (AI) and intelligent platforms. AI is reshaping how office technology providers deliver services and solutions. Dealers who embrace AI technologies such as predictive analytics, automated workflows and intelligent service platforms can offer customers advanced productivity tools and enhanced user experiences. AI-driven tools enable dealers to proactively address maintenance issues, streamline workflows and gain analytic-driven business insights.
By regularly engaging with emerging AI technologies, experimenting and becoming fluent in their capabilities and applications, dealers can provide differentiated, value-added solutions that build deeper and more profitable relationships with customers.
Sustainability and eco-friendly solutions. Sustainability is an increasingly important factor in customer decision-making. Dealers can diversify by providing eco-friendly products and sustainable services, such as recycled consumables, remanufactured equipment, and environmentally friendly managed print services. Offering sustainability-focused solutions helps dealers align with customer values, meet regulatory requirements, and strengthen their market reputation.
Additionally, cloud solutions offer sustainability benefits by reducing on-premise infrastructure requirements and enabling energy-efficient remote management. Dealers who promote cloud-first strategies can guide customers toward sustainable, paper-reducing practices, demonstrating their commitment to both the environment and long-term client success.
Keys to successful diversification
Training and skill development. Diversification success hinges on comprehensive training and skills development for sales and technical teams. Investing in thorough training programs, hands-on demonstrations, and immersive experiences ensures staff confidence in presenting diversified technology solutions. Dealers who prioritize education and hands-on training experiences typically achieve greater success in selling and implementing diversified solutions. Vendors and partners that provide training are excellent resources, so be sure to make the most of what your partners offer.
Consultative sales and cross-selling. Moving beyond transactional selling toward consultative, solutions-based approaches is essential for diversification success. Strategic technology reviews enable dealers to uncover customer pain points and offer solutions tailored to unique customer environments. Such consultative interactions deepen customer relationships, uncover opportunities beyond print, and drive cross-selling into areas like AV, managed IT, and production printing.
Recurring revenue models. Creating recurring revenue through managed services, subscription-based contracts, and support agreements provides financial stability and sustainability. Dealers who embrace these models achieve greater resilience against market fluctuations, consistent profitability, and stronger long-term customer relationships.
Real-world dealer successes
Dealers who successfully diversified have experienced increased revenues and profitability. Examples include significant AV integrations for corporate and education sectors, successful entry into managed IT and cybersecurity solutions for financial institutions, and large-scale production print deployments in niche markets. Dealers adopting diversification strategies report improved customer satisfaction, enhanced competitive positioning, and sustained business growth.
Building the dealership of tomorrow
Diversification is no longer optional; it is a strategic imperative. Office technology dealers have the opportunity to combine existing customer relationships and emerging technologies to expand beyond traditional offerings. By investing in training, adopting recurring revenue strategies, and aligning with customer trends such as sustainability and digital transformation, dealers will position themselves as essential technology partners, securing growth and relevance in an ever-evolving market.
Bob Madaio is Vice President of Marketing at Sharp Imaging and Information Company of America (SIICA), the division of Sharp Electronics Corporation in the U.S. that markets Sharp's business products, smart office solutions and IT services.