When Sharp formally entered the production print space in February 2024 with the launch of its flagship 6-color BP-1200S digital press, many office technology dealers saw it as a bold move. A little more than two years later, the company has expanded its lineup, deepened its ecosystem of partners and earned recognition from industry analysts in the category. For dealers juggling declining office volumes, mixed fleets and the lure of embellishment, Sharp’s production strategy has direct implications for growth.
I sat down with Dino Pagliarello, vice president of product management and production print for Sharp Imaging and Information Company of America, to talk about how Sharp is positioning its production platform, what kind of dealers succeed with it and how the company plans to support the channel over the next three to five years.
Getting the lineup “in the right place”
Patricia Ames: You said the next six months are a big period for Sharp in production print. What is on the roadmap?
Dino Pagliarello: The next six months are really big for us. We have new launches and shows coming up, and we are further enhancing our lineup of products. As the business continues to ramp up, we are investing in the resources needed to take it to the next level, particularly in pre- and post-sales support, and most importantly, service support.
We also recently received recognition from IDC that called Sharp a “major player” in production print, which is a change from last year. That kind of validation matters as we continue to build our brand in this category.
Building a brand in production print
PA: At Printing United last year, Sharp showed not only presses but also AV and other technologies. What should dealers expect this year?
DP: We are going to continue showing our AV technologies because they further represent our diversification message. As I mentioned earlier, we are showcasing some brand new devices and are working with partners like Unifoil to showcase output on unique stocks that highlight what our presses can do. We are also participating in Taktiful’s booth tours, and there may even be a surprise or two that I can’t reveal just yet!
For dealers, the point is that Sharp is not just dropping equipment on the floor. We are building an ecosystem around production – from hardware to finishing to creative applications – so they can tell a broader story to their customers.
Right-sized workflows and dealer education
PA: One of the big themes in the market is “right-sized” production workflows. How are you helping dealers position Sharp in that conversation?
DP: We just held an event in California with our third-party partners where much of the discussion focused on workflow. We had a great group of dealers in Santa Ana, and the topic was all about how Sharp can help educate dealers to have better conversations with customers about the right-sized solution and workflow.
There are two main components. First, we leverage partners like Fiery, Duplo, Plockmatic, Formax, Color-Logic and Taktiful to talk about complete solutions – not just the press. Second, we send Sharp analysts into the field with dealers to meet customers and evaluate what the right solution looks like for that specific environment. That side-by-side engagement is where both customers and sales teams learn the most.
Dealer success with Sharp’s production line
PA: What does the ideal dealer profile look like for Sharp’s production line?
DP: The dealer that does best is already selling Sharp, wants to move into higher-end production and is willing to invest in both service and sales – and in learning. It is critical that they recognize there is a lot to learn about this business and are open to that investment.
We spend time educating dealers on the value of placing a 120-page-per-minute color press. One press can be equivalent to almost 50 color MFPs over a five-year term. When dealers see their office business slowly declining – not falling off a cliff, but trending down – they understand that production placements can replace and grow revenue.
Company size is not the gating factor. Most production-capable dealers are mid to large, but a smaller dealer can succeed if they invest appropriately in service and sales.
Service and white-glove logistics
PA: Service is a pain point across the industry. How is Sharp helping dealers staff and support production installations?
DP: We require dealers entering this business to have service-trained technicians. There is no way around that because we do not want customers to suffer. Once that investment is made, we go in on the first few installs with our own people and stay close for the first three to six months to make sure everything goes well. Our equipment is built for serviceability.
We also leverage our white-glove delivery service. Through a third party, from dock to dock, we provide delivery as part of the machine price at no additional cost. That ensures the device arrives in one piece and is positioned correctly, which is often overlooked but critical with high-end presses.
Balancing transactional work and embellishment
PA: Sharp’s six-color press and embellishment capabilities are getting a lot of attention. How do you help dealers balance transactional work in tandem with high-value special effects?
DP: We have a team of production print managers who work closely with dealers to assess whether they are going down the right path with the right product. This allows the dealer to ensure they are providing the right solution to the right customer.
When there is a fit, we explain how a six-color device, supported by partners like Taktiful and Color-Logic, can help customers command higher prices and margins. The industry has spent years racing to the bottom, and many people have forgotten how much value technology can add. Our managers are trained to shift the conversation from “How low can I go?” to “How much uplift can I justify because of the value I provide?”
Mixed fleets and differentiation
PA: Many production dealers already carry another brand. How does Sharp fit into mixed-fleet environments?
DP: A lot of dealers that have taken on our high-end production press did so because of the differentiation it gives them in mixed fleets. They might already sell a Ricoh five-color device and add a Sharp six-color press in the same environment because the customer wants a more robust device or wider color gamut.
At this stage, most of our production dealers are mixed-line, but there is a meaningful minority that is Sharp-only. As we add more presses – including additional five-color devices and successors to the Pro Series – we expect that balance to shift toward more Sharp-only production environments.
Distribution strategy and partner expectations
PA: What role does distribution play for production?
DP: For production presses, we have chosen to handle the business directly through our own Sharp warehouses to ensure delivery is done properly. We use distributors for smaller items that need next-day delivery, such as toner, consumables and parts, but we keep control of the actual press logistics. That combination lets us leverage distribution where it adds value while maintaining quality on the most complex part of the process.
Looking three to five years ahead
PA: What should dealers be doing now to prepare for Sharp’s roadmap over the next three to five years?
DP: There are several trends dealers need to track. First, AI-driven workflows are real. It is getting harder to find skilled operators, so more work will be done in-line and through automation. The technologies we are bringing to market are designed to reduce the number of operators needed and to support smarter workflows.
Second, there will be an ongoing shift of pages from office to production environments for dealers who build the right support structures. Dealers should be preparing for a larger share of their business to come from production.
Third, the future is not just toner based. We are actively evaluating additional technologies, including inkjet, to add to the portfolio so we can meet evolving commercial print needs. Finally, dealers should understand that this is a long-term investment by a multinational company. We have plans for three, five and 10 years out in production. Combined with Sharp’s diversification in AV, displays and office MFPs, that positions us as a steady partner at a time when many expect more consolidation in the industry.