The year 2024 is proving to be a transformative one for the office technology industry, marked by significant adjustments as companies adapt to the rapid technological advancements and decentralization efforts of 2023. As the channel acclimates to new business realities of hybrid work, lower print volumes, and dispersed office setups, it continues to explore new revenue opportunities through diversified offerings that enhance its reach and service delivery. With emerging technologies like Generative AI (GenAI) reshaping workflows, the industry is recalibrating its strategies, setting the stage for what promises to be a pivotal 2025.
Adapting to digital workflows and multi-location challenges
The growth trends for 2025 are highly dependent on the market segment. Color multifunctional printers (MFPs) continue to see increasing demand, but there hasn’t been a dramatic shift compared to previous years. With the rise of digital workflows and a growing emphasis on paperless operations, the overall market faces a disruption that’s not a matter of if, but when. That said, the volume decline is prompting businesses to refocus on optimizing their existing fleets and look towards offering more diversified services. Dealers are now tasked with becoming more than just providers; they are evolving into IT Managed Print Services (MPS) providers. These providers received the highest importance rating from The Quocirca Global Print 2025 report of 4.24, compared to traditional copier dealers (3.31) and IT resellers (3.27) as the industry leans toward software and solutions for network and device management.
Businesses face another central challenge: adapting to market dynamics while growing revenue streams, a task made even more complex for those operating across multiple locations, where managing a distributed workforce and technology infrastructure becomes significantly harder. Leveraging diverse channels—including online, retail, and reseller partnerships—is critical for reaching a broader customer base and delivering tailored solutions. This means that dealers must become comprehensive partners and trusted advisors for their customers, offering solutions that address the unique demands of multi-location setups, such as implementing cloud-based solutions, remote device management, easy security updates, and automated supply fulfillment. While just 4% of organizations have their print environment all in the cloud – this is expected to increase to 20% in 2025, in common with IT environments overall.
There is a growing need to handle the diverse needs of clients, especially with the transition from A3 to A4 devices continuing to be a rising trend. This will be a dominant theme in 2025, with the shift toward smaller, more efficient A4 products providing new opportunities for those looking to swap out fleets for a more compact footprint. While the move away from larger A3 devices may be a concern for some, it opens up avenues for companies, particularly those operating across multiple locations, to explore alternative printers such as under-the-counter models. These solutions, combined with the integration of IoT, cloud-based monitoring, and remote troubleshooting capabilities, enable businesses to remain competitive by offering efficient, scalable services tailored to the complexities of multi-location operations.
Embracing intelligent transformation and robust security measures
Facing the pressures of hybrid work and rising inflation, many businesses are downsizing their physical office spaces and opting for more flexible, digital, cost-effective solutions, otherwise known as “intelligent transformation.” Gartner predicts demand for office space will be 13% lower in 2030 than it was in 2019. As decentralized and hybrid work environments gradually become the norm, dealers recognize that their offerings must go beyond just print – they need to include IoT-enabled technologies that can make data-driven decisions, optimize printing habits, manage devices remotely, and maintain compliance with rigorous security standards.
As businesses adapt to these shifts, the focus on security has become more critical than ever, especially with the growing reliance on decentralized work environments and connected devices. While public networks pose the top IT security risk (35%), this is closely followed by employee-owned home printers (33%), up from 21% in 2023. This could reflect the growth in ‘shadow printing’ caused by increased remote working and the use of printers outside corporate controls. According to The Future of Work report, the most important services that print suppliers should offer are security services (28%) and cloud print services (27%).
Amidst these evolving threats, selecting a trusted partner as a reliable resource is essential. Particularly one that implements a comprehensive security approach across devices — encompassing document, device, and network security. In environments where security is necessary, ensuring that devices come equipped with these features is non-negotiable. Standardized security measures, such as disabling wireless printing and assigning PINs to print jobs, help mitigate vulnerabilities, especially in underserved facilities that may lack the latest technology.
Laying the groundwork for success in 2025
As the office technology industry moves into 2025, a period of disruption and transformation is anticipated. Dealers who succeed in the coming years will be those who combine cutting-edge technology with strong support programs and an understanding of their customer’s evolving needs, particularly for multi-location operations that require unique and personalized solutions. By leveraging diverse channels and aligning with trusted partners, dealers can not only navigate the challenges of 2024 but also lay the groundwork for sustained success in the years to come.
Evelyn Pichardo
Evelyn Pichardo
Evelyn Pichardo is Director of Partner Experience, Brother International Corporation.