2017: “Easy, Breezy, Beautiful ... And Altogether Inadequate”
When assessing an MFP product launch,
I often tell vendors my simple rule of thumb. If I - an experienced and admittedly compulsive analyst - have a hard time finding
a reasonable level of detail on your products, what does that mean for customers who have far better things to do with their
Based on what I've experienced over the past couple of months, there's been a definite downward trend in
what vendors seem able or willing to provide. I'm left to conclude there's a concerted effort among the industry's
leading companies to obfuscate when it comes to their new products. Tell me. How is this supposed to help sales?
The latest examples
I've encountered are quite literally the biggest MFP vendor announcements in recent memory: HP's massive new A3 product
launch; Epson's pagewidth inkjet A3 device news; Xerox's big WorkCentre-to-AltaLink upgrade; and Konica Minolta's
Workplace Hub debut. In each case, the announcement and the follow-through have been sadly subpar, to the point where I wonder
if many customers will even bother trying to figure out what's going on.
There have to be some common reasons for the consistent
bungling and missed opportunities. It's not a coincidence. So here's my take on the top seven causes - and by implication
the remedies - for these major marketing misfires.
Consumerization. Bringing consumer products and technologies into business
isn't a bad thing, but the misapplication of consumer marketing norms does a huge disservice to the office MFP industry.
What I call the CoverGirl approach - easy, breezy, beautiful - has unfortunately become all too common in the business IT
world. The focus has shifted to flavor, feeling and fluff at the expense of facts and functionality. Connect the damn dots!
It's not a marketing win when an analyst or would-be customer listens to your big pitch and walks away thinking, "That's
nice, but what is it this company's really delivering?"
The Two-Step. In each of the examples I cited, the
vendor opted for a big emphasis on the pre-shipment launch and a much more vague postpartum promise that the details would
follow. But just as in Hollywood, a sequel is never as good as the original. There can certainly be
good reasons for announcing products months prior to their availability. But those reasons should never include a desire to
delay final collateral, setting prices, determining messages, and fine-tuning everything else. Vendors have to be able to
maintain a sense of urgency, even after the excitement of the pre-announcement fades.
The Big Picture. Somehow office
imaging companies has convinced themselves their mission is only to solve their customers' absolute biggest problems.
It's all about security and workflow and mobility and content and cloud and happiness and world peace and on and on. As
a result, it doesn't seem to occur to vendors any longer that they still have to excel at the basics, like speeds, features,
options, economics, configurations. It's clarity on the details that enables buyers to accept those loftier promises.
I'm convinced a lot of the dysfunctional marketing I see these days around MFP product announcements can be traced back
a fundamental but uncomfortable truth. Vendors don't really believe their own hype any more. It comes down either to believing
more or hyping less. I'm convinced the best way to bridge the gap is for vendors to do a better job providing details
and explaining features that deliver real upside to customers. And that includes those pesky pecuniary facts called prices!
is the French word for boredom. But it connotes more than that ... a certain weariness, fatigue and apathy with a whiff of
wistfulness and a soupcon of sadness. Increasingly, I think the lack of depth and completeness in MFP announcements can be
attributed to vendors who deep down believe there's really nothing new, interesting, important or different in what they're
bringing to market. And all that fosters a certain laxity when it comes to satisfying the basic requirements of marketing.
Meanwhile, I suspect vendors tell themselves it's really about a lack of resources and too few personnel.
All too often too many vendors behave as if there's some other group down the line that will compensate for their own
marketing shortcomings. Offshore vendors look to their regional sales companies to do the job; marketing pushes the task onto
sales; and vendors assume channel partners will pick up the slack. But too often, the buck stops before it gets there.
in some of the reluctance among vendors to perform what used to be considered marketing basics is an irrational fear that
such information "will only help my competitors." News flash! ... Your competitors already know this stuff or they
will very soon, regardless of what you do or don't do. So does it really make sense to hobble the ability of your customers
and prospects (and analysts and press) to fully appreciate what you've got out of some misguided hope you're impeding
As the saying goes, "You only get one chance to make a first impression." So stop screwing it up!
2017: “Are These the Good Old Days?”
I’m not one who recalls lots of famous lines
from TV shows or movies and sprinkles them in my conversation. However, there’s a line from the 2013 finale of The Office
— the US version — that’s particularly apropos to one segment of the MFP business
today. It’s when Andy Bernard laments, "I wish there was a way to know you're in the good old days before you've
actually left them."
No, I haven’t gone all sappy. Hardcopy today is far from “rainbows and unicorns,”
but it’s dawned on me that we’re on the cusp of what can legitimately be looked at as “the golden age of
desktop MFPs.” To clarify, I’m talking about economical A4 laser or LED color and monochrome MFPs sold in open
channels. And it’s more about what users get from these “low-end” MFPs than any claim these products are
creating the best of times financially for those who make them.
To see what I mean, look no further than some of the products
noted in this issue, particularly the color devices: Canon’s new imageCLASS models; Brother’s latest MFC
series; and Xerox’s first VersaLink MFPs. HP is no slouch in this category either, but these latest products are now
a step ahead. Lexmark also remains a contender, but one with some issues. You might put OKI in this category, too, although
less so when it comes to scale and viability. And with the imminent departure of Samsung-designed MFPs in this segment, that’s
pretty much it. Six vendors in a market that can probably support three or four with a reasonable degree of success.
relative terms, the A4 side of the MFP business is where the unit volume and sales growth are to be found these days, especially
for color devices. Meanwhile, we’re seeing most traditional A3 vendors pretty much give up on true A4 innovation and
promotion. They’ve concluded — probably correctly — there’s no way to be an A4 evangelist without
exacerbating already tenuous sales trends in the more lucrative A3 side of the business. Is it any wonder just two vendors
(Lexmark and Kyocera) offer today’s only fully credible A3 replacement-type A4 models?
But forget about the vendor
side of the equation for a moment. Instead, look at what customers get from the latest crop of mostly sub-$1,000 A4 laser
MFPs ... which they can buy instantly at dozens of places online, have UPS or FedEx deliver to their door, and be using tomorrow.
As much as the
industry has come to denigrate ”speeds and feeds,” who doesn’t like faster better than slower? Today’s
latest desktop MFPs offer color speeds in the range of 30-55 ppm and some monochrome models are up to 65 ppm. Nor is it just
output speed. New single-pass duplex document feeders are enabling image capture at 20 ipm on up to 60 ipm on most models.
are at last getting serious about paper-handling. Not only is duplex a given for both input and output, a paper supply north
of 1,000 sheets is hardly unusual. Even though most engines are still front-facing printer designs, today’s new machines
are compact and require modest space. They’re easy to fit almost anywhere and relocate as needed.
Arguably the greatest progress
has been in usability. No longer are big touchscreens limited to pricey A3 devices and consumer AIOs. Color touchscreens
on new laser MFPs measure up to 7”, and vendors are enabling tablet-style gestures and features. These enhanced UI’s
are providing the basis for more powerful customization and personalization, user-defined workflows, downloadable apps, and
simple but powerful solutions. Likewise, vendors are providing more and better tools for device management and MPS.
aren’t yet getting enough credit for how they’re quietly but significantly bringing down page costs, albeit from
levels that used to be downright embarrassing. There’s still more room for improvement on color pages, but monochrome
costs are now pretty attractive. Across the board, vendors are offering more toner choices, and many of the new cartridges
have unprecedented high yields. And keep in mind, these savings come without restricted access to supplies and without any
need for a service contract ... unless that’s what one wants.
So what are the missing pieces? A few things come to mind,
but I’d categorize them as making a good thing even better. On the product side, simple finishers would be a nice plus.
That would be facilitated by the addition of more sideways print engines. And I’m still holding out hope for more A3-capable
A4 products like Ricoh’s easy-to-overlook (apparently even for them) monochrome MP305 Plus. And we’re still lacking
a toner program like HP’s Instant Ink. HP piloted a “professional” version of its inkjet supplies replenishment
program in 2014, but nothing came of it. And while other vendors offer automated toner shipment programs, none yet has the
simplicity or economy of Instant Ink.
Nonetheless, as these final improvements begin to hit the market — as they undoubtedly
will — they’ll quell some of the last blanket arguments in favor of A3 models for lots of SMB customers and for
many enterprise workgroups. But even without additional improvements, you still won’t find a more robust and innovative
MFP segment today than the A4 desktop business. So enjoy it
February 2017: “Runts of the Litter”
one of those cold, hard facts of animal life. There’s often a runt or two in a litter of newborn dogs or cats. They
can be cute and they may yet thrive, but the odds are stacked against runts from the get-go, and their early disadvantageous
circumstances are hard to ever fully overcome.
Sadly, the same holds true for hardcopy vendors. Back in the beautiful,
bountiful days of yore — when there was plenty of business to go around — runts could manage to hang on, perhaps
exploit a particular niche, and work assiduously to stay out of the way of their bigger brethren. But those kinds of lives
are increasingly difficult to maintain in a printing business that has peaked and now faces an unknown rate of decline.
the fittest dictates one of two possible outcomes for hardcopy runts. Either they’re sufficiently attractive to be bought,
although perhaps at less-than-ideal prices, or they’ll simply exit. The latter process will be abrupt for some; others
may linger on a few years, slashing expenses and milking the supplies and service annuity. But we’re beyond the point
where spunk, grit or wishful thinking will save the day.
So who are these printing runts? Sadly, it’s a growing list that
includes practically every vendor that falls below a certain hardcopy revenue bar. And I’d argue that bar keeps moving
There are common threads among those on the list. None is highly diversified in print. Each has a fundamental technological
limitation, whether that’s laser vs. inkjet, color vs. mono, A4 vs. A3. Most are focused narrowly on a particular sales
channel. Some rely heavily on OEM suppliers or are themselves focused on OEM sales. Others have surprisingly narrow geographic
coverage. While it may be counterintuitive, the majority have been doing what they’re doing in print for a very long
time. And more often than not, they’re small pieces of larger entities.
Let’s start with the two most recent guests
at the printer party, Pantum and Funai. Neither offers anything distinctive in terms of products or technology. They’ve
made no real headway in a particular channel, category or geography. And they’re abysmal marketers. Plugging away a
few more years won’t change any of that. Buh-bye.
And you can put Avision in almost the same category. It’s halfheartedly
tried to leverage a background in scanners and offshore manufacturing to create a couple of midrange A3 and A4 mono laser
MFPs that no other vendor or customer has shown an inkling to OEM or buy.
Casio is unique, but not in a good way.
It’s made a few OK-ish A3 color LED print engines, but its OEM business has dried up. It’s also the only printer
vendor anywhere with no MFPs, and it sells its Speedia line of printers only in Japan.
NEC. The one-time would-be contender has scaled back its printing presence again and again such that today it OEM’s
just a few models from Fuji Xerox and sells them only in Japan. It’s time to say goodbye for good.
Lenovo is a
big company and a dominant PC player, but the collection of rebadged mostly mono A4 models it sells only in China have nothing
to recommend them. And a development project with Ricoh has been a disappointment. This company has much bigger fish to fry.
in the same sort of leaky PC boat. Its big printing dreams of a decade ago have dwindled down to me-too OEM’d models
in the US and Canada. It’s past the time to admit
defeat and move on.
Also due for a dose of reality is Panasonic. Just when you think they finally get it, the company
launches a half-dozen more A4 monochrome laser MFPs that get a few sales in a smattering of markets, but not in the US. Printing and Panasonic haven’t been a match for over a decade.
OKI is somewhat better off, but this
vendor too needs to accept it will be perpetually in the third tier. However, it’s among the few on my list that could
extract at least some kind of modest price in a sale to the right A3-centric MFP vendor.
The slow-motion demise of Muratec in
printing is getting harder to watch. Clearly, being a nice company with nice people that treat others nicely isn’t enough.
Fortunately, the company is involved in a half-dozen much better businesses.
Olivetti is the last of the full-line MFP relabellers.
It offers no differentiation and few solutions, selling through tiny dealers in a handful of mostly European countries. And
it generates about 1% of Telecom Italia’s revenue. Arrivederci!
Rounding out my list are two wanna-be production inkjet
vendors. RISO is gradually shifting from outdated duplicators to mediocre presses, but the future looks far from rosy. Then
there’s Memjet, which has spent an obscene amount of other people’s money, with very little to show for it. It’s
time to give up and sell off.
And while Sharp and Toshiba aren’t officially on my watch list, it’s hard not
to worry about their futures. At least these MFP operations should command OK prices from buyers someday.
2017: “2017? It's Gonna be Yuge!”
It looks like Washington isn’t
the only place this year where braggadocio and bombast are back with a vengeance. For separate but similar reasons, HP and
Xerox want to make 2017 yuge for the MFP industry and for themselves. Each is seeking to foment its own “MAGA”
moment in a declining global office printing business dominated by not-so-American makers. Time will tell if these latest
hardcopy histrionics will pan out.
There was blood in the water as each vendor nervously sought to convince itself,
its customers and its investors the other guy was wrong and destined to fail. But HP and Xerox were so obsessed with their
own challenges, they underestimated Japanese vendors, and both companies ended up suffering as a result.
Last September, HP set the
stage for 2017 when it announced plans to disrupt the “copier” market — a term every other vendor stopped
using in the last millennium — by reinventing and replacing service-intensive boxes with superior multifunction printers
based largely on failed Samsung devices. That crusade will commence this spring with the launch of sixteen A3-size laser and
inkjet MFPs that will available in 54 specific configurations that differ mostly in terms of their bundled paper-handling
Not to be outdone, Xerox at its Wall Street investor conference in early December stated it would launch 29
new MFPs in mid-2017, which is more models than HP but fewer SKUs. Xerox said it will be “the largest new product launch
in its history.” We’ll bide our time to see how really new these A3 and A4 MFPs actually are. Xerox has been milking
the same old B&W A3 platform for 15 years, and its last “new” MFPs were differentiated only by a tiny firmware
tweak and the addition of an “i” after the old model numbers.
Assuming the numbers of new devices are real and
the launches happen as planned, HP and Xerox this year will add more models than any other MFP vendor launched last year,
in some cases 50% to over 100% more new products.
Of course, one mustn’t overlook the fact HP and Xerox are facing
some pretty tough headwinds that have been far from kind to their respective hardcopy operations of late, albeit in somewhat
different ways. Also not a coincidence is that this latest last-man-standing battle over office MFPs is being waged after
both companies have shed major parts of their respective business empires that until very recently each vendor had portrayed
as being the epitome of synergy.
Likewise, the ultimate attraction — but also the Achilles heel — for the
upcoming MFP salvos at HP and Xerox has more to do with channel than product or technology. By my count, this latest A3 push
at HP will be that company’s seventh concerted effort to ignore, obsolete, or co-opt office equipment dealers. And Xerox’s
newest pitch to those same dealers caps 20 years of yearning, learning, burning and churning that have yielded precious few
gains. But Xerox calls it a “greenfield opportunity.”
Nonetheless, all these new
models are to be so beautiful and really great. HP and Xerox this time promise to succeed bigly where every previous push
has faltered. Just ask them. But don’t ask for lots of details. That would spoil the surprise. Anyway, details are for
losers. Winners are happy with vision.
According to Xerox, channel partners “have always wanted our A3 products,”
which somehow ignores the fact its MFPs have been there for the taking for years. And Xerox also says dealers have great confidence
it will be here for the long haul. OK, if you say so. And HP is sticking with its “performance of copiers with the reliability
and ease-of-use of printers” bloviating. Good thing we’ve never heard that one before.
Still, if I were a betting
man — and I have to say I’m not — it would appear the odds are not in favor of either HP or Xerox succeeding,
or succeeding as fully and fantastically as they need to in order to satisfy their impatient investors. So sad. Dealers are
sticky, risk averse, and rightly focused on other priorities these days. Even if those new MFPs do all HP and Xerox are trying
to convince the world they can do, it’s far from clear these vendors won’t just end up running faster to stay
in the same place, while they hunt for an elusive future less dependant on print.
One of the biggest unintended consequences could
easily be that Xerox and HP once again sharpen their foci obsessively and narrowly on themselves, leaving Ricoh, Canon, Konica
Minolta, Sharp and Toshiba to keep on doing what they’ve been doing, which is to dominate selling and servicing of office
MFPs, and then use that as a springboard for their cautiously gradual expansion into adjacent opportunities.
Believe me ...
that’s what people are saying.
December 2016: “The 'N' Word”
At the risk
of overstating the obvious, the whole point of a newsletter is to report on and examine that which is ... NEW! So after publishing
The MFP Report for over 21 years, I consider myself to be something of an expert on how newness is handled in the hardcopy
industry. And what I’m here to say is that the often cavalier and occasionally craven way this industry handles what’s
new is getting pretty darn old. As I frequently lament when talking to MFP vendors, if what they do perturbs or misleads me,
just think what it probably does to a customer or a prospect.
There’s no better way to appreciate how vendors go
astray with the concept of “new” than how they announce stuff. What I encounter more often than not any more is
a classic “day late and a dollar short” double whammy.
The hardcopy industry no longer believes “timing is
everything.” More and more, I stumble onto new products that pop up on a vendor’s web site or appear at online
stores; these products never get properly (or even improperly) announced. Hear ye! Hear ye! If a product is worth being called
“new,” it’s worth being announced. Of course, this isn’t to say all announcements have to be equal
in breadth, depth or import.
The two alternatives to the non-announcement are only slightly better. One is the early, vague
pre-announcement that is never followed up by a proper announcement. And the other is the long-after-the-fact announcement.
As I write this, Ricoh has finally announced some pretty newsworthy A4 MFPs ... that shipped six months ago, and Funai has
just announced a mundane AIO it’s been selling now for three months. Go figure.
Once a product is announced —
or not announced, or pre-announced too early, or announced too late, as the case may be — I often encounter a litany
of other issues and frustrations. And so does everyone else who devotes less interest and effort to your products than I.
find vendors these days do one of three things, and increasingly they go for the full trifecta. First, vendors are extremely
imprecise in how they choose to define what’s new. They fail to put any brackets around their bold claims. However,
there are crucial differences between saying something is new to mankind, to the hardcopy industry, to a particular sales
channel, to a specific product segment, or to just that vendor at that moment. All of these can be valid, but such qualifiers
can’t be treated as optional.
Second, vendors often subscribe to the “more is better” school of marketing, so
they cite a litany of “new” things in the “new” product that by any rationale definition are not new
at all. Repeating in your announcement nice features carried over from the predecessor model, or things that are shared with
your other current products, doesn’t magically make them new all over again. It’s like virginity; you get one
shot and then you lose it.
Third, vendors who are busy tallying up so many new things that aren’t new, invariably overlook
important things that are new ... or at least newsworthy. I’m struck by how often I end up using adjectives like first,
best, only, fastest, cheapest, etcetera solely because of my own due diligence, rather than because a vendor has actually
pointed out that stuff. Incidentally, vendors also should take credit when eliminating a shortcoming that was in the previous
product. It shows you listen!
The flip side to all this is that once you’ve launched something, the “new”
clock begins ticking. And by definition, nothing can be new forever or for a protracted period of time. Yet I’m continually
flabbergasted how elastic the measure of newness has become. It’s routine for some companies to keep that “new”
starburst next to products on their web sites six months or longer after the launch. That’s old!
And while we’re on
the subject of web sites, I’ve yet to see a vendor whose “compare” button actually reveals any substantive
differences between the old and new versions of two products. This is becoming especially troublesome among vendors who insist
on keeping two or even three generations of products on their web sites until the very last old box in the channel is gone.
So far, I’ve
been talking strictly about hardware, but the same issues are increasingly common when it comes to solutions, services, programs
and more general business or strategic announcements. However, the dysfunction in each of these areas has its own particular
When it comes to solutions and services, it’s apparently impolite to talk about anything tangible or
detailed because it’s all so high-falutin’. Every solution and service is inherently new and a thing of value.
Specificity would sully the innate beauty. And because programs are works in progress that continually grow and morph, they’re
simultaneously always new yet timeless in the way they’re presented and described.
But by far the biggest problems arise
when vendors pronounce new strategies that are not really new at all. This results in a vendor — Xerox is the prima
facie case this month — providing no evidence for why its new pronouncements of old strategies should reasonably be
expected to produce different results. New is getting so old.
November 2016: “You Got Some
Splainin' to Do”
When I was a little kid, “I Love Lucy” was already in reruns. I watched it every
day before catching the school bus to my half-day of kindergarten. It’s amazing what sticks with you from that early
sitcom exposure. These days, I sure feel a lot like Ricky Ricardo when I try to make heads or tails out of MFP vendors’
latest announcements of their new services-type things. As Ricky would so often say to Lucy, “You got some splainin’
Permit me to put this gripe in context. Announcing and promoting new MFP hardware has always been at best
a mixed bag. A few vendors do it better than others, but almost none are terribly consistent. Some products inexplicably get
short shrift. And vendors have an uncanny ability to emphasize features that are neither important nor new, while glossing
over or even ignoring significant improvements. And MFP software marketing has always been a big step down from there, with
scant attention devoted to purpose, features, components or pricing.
But it’s when hardcopy vendors get beyond tangible
“things” (i.e., machines and code) that they really go off the rails. And the situation has gone from bad to worse
across the industry in the past few years. It would be laughable — it’s already an unending catalyst for snark
on my part — if it weren’t for the fact this kind of marketing malfeasance is so terribly detrimental to the whole
industry and its future. I really do wonder how a typical sales prospect is expected to extract meaning or develop any actionable
intent as a result of the vacuity, inanity and vapidity that characterize the usual pitches for services.
start with nomenclature. MFP vendors have decades of experience with paper, documents, files and content. But when it comes
to pitching new service offerings, they’re all in the business of “work” ... workflow, workstyle technology,
workstyle innovation, smart work, working smarter, a new world of work, and work that works better. I fully expect the next
services pitch to cross my desk will feature a CIO dressed as Snow While singing “Whistle While You Work” or outfitted
as Ru Paul proclaiming “Work it, girl!”
It’s too bad vendors are putting all their work into coming up with
cute slogans that feature the word “work,” rather than doing the real work of fleshing out the words that describe
exactly what work they do to make work really work.
Next, I really bristle when vendors tell me to think of their new offerings
as services ... or software ... or solutions. Take your pick. MFP vendors in their collective wisdom have decided these very
different terms for very divergent offerings with very different delivery models are really all the same. As an analyst and
a writer, I’m left scratching my head. If a vendor doesn’t realize the critical differences between services,
software and solutions, is it really the right company to come into mine and fix my work?
The one thing these vendors
do know is that their latest stuff is intended to make really, really BIG! changes in a business. Revamping a paper-intensive
application or a forms-based process ... where’s the glory in that? So instead, Xerox’s latest workflowy thing
will “automate the way organizations cope with globalization.” Ricoh’s new servicey thing will help you
“realize your ideas in real time.” And Konica Minolta’s recent solutiony things are said to be “redefining
the modern sustainable workplace.”
And even though vendors may not be able to tell you what their new offerings encompass
with an acceptable degree of detail, they’re enamored with the fact they have so many of them. That’s why new
service offerings are always in a list or a group or a portfolio.
In addition to being numerous, hardcopy vendors’ new
services are typically vertical ... except when they’re horizontal. And I’m still waiting for the elusive diagonal
service offering. Regardless of the orientation, the one trait these services share is they’re vague. After all, why
would any prospective customer actually want to know the boring details of what was under the hood in a particular MFP vendor’s
proposed service offering? The shared philosophy among these vendors is a cross between “We don’t need no stinking
details!” and “You can’t handle the details.”
But humor me. Just perhaps, there’s a wee smidgen
of value in vendors communicating and customers understanding a few pesky details in some of these fancy-schmancy new services.
Maybe some crazy
customers are silly enough to think they’ll benefit from knowing what software is used in that service ... and who developed
it. They might ponder how that software integrates with their own applications ... and what it costs to achieve said integration.
And they might even be dippy enough to wonder how long such a service engagement lasts ... and how many people are involved
... and what the typical cost is ... and what the ROI is. And those really kooky customers may even wish to know what’s
so different or better about this particular service versus similar services proffered by other hardcopy companies and more
But apparently no one but me — or Ricky Ricardo — is prone today to telling the Lucy vendors
of the world, “You got some splainin’ to do.”
October 2016: “What's
Counted Is What Counts”
As office printing vendors accelerate their shift from transactional to contractual
modes of doing business, the requirement to gather, analyze and deliver meaningful operational data grows exponentially. However,
due to the behind-the-scenes and often esoteric role printing plays in most offices today, hardcopy vendors now find themselves
aggregating more and more data that are less and less important to customers.
The fundamental issue — as Dr. William Bruce
Cameron put it so pithily back in 1963 in a now forgotten sociology tome — is that “Not everything that can be
counted counts, and not everything that counts can be counted.”
It wasn’t so long ago that effective MFP data management
entailed little more than reporting the clicks per machine each month. That early and still widely followed routine highlights
two eternal truths about the world of office printing. First, print data are collected foremost so vendors can charge customers.
Second, it follows that print-related data are far more important to hardcopy vendors than to their customers.
little has changed in broad swaths of the office imaging market. Most who sell, procure and pay for a majority of MFPs and
a minority of printers that are deployed today in office environments have no insight into how those devices are utilized
beyond the few numbers found in a monthly billing statement. They’re have been only a few minor tweaks over the years.
Color pages are broken out and billed at a higher rate or rates, and some contracts provide separate charges for oversize
All that was supposed to change for the better as MPS emerged and expanded over the past decade. With a single vendor
now responsible for all or most of a customer’s hardcopy devices — and with an implicit or explicit promise of
endless reductions in a customer’s print-related spending — there was every reason to believe MPS would bring
new sophistication to print management tools, reporting and decisions.
And in fact, the hardcopy industry as a whole and most MPS
providers individually have delivered reasonably well on these promises. Today’s up-front print assessment tools and
ongoing print management dashboards do a reasonably good job providing customers with a breadth and depth of data about who
prints, where they print, how they print, what they print and how much they print per month and longitudinally.
secure print release and user authentication — while driven more for security than for tracking — has enabled
detailed collection of user-level data, not just for printing, but also for scanning, copying and faxing on MFPs.
But this is
where the hardcopy industry has gotten itself off track. Those who sell and manage print devices have an exaggerated view
of what they do and the importance of the data they report on their MPS contracts. While those print-related figures are good
as far as they go, they don’t really go very far when it comes to the big picture, which is the actual work that end
users do and the real operations going on inside a customer’s organization.
At the end of the day, office printing is at best
an input to other tasks. More often, it’s only vaguely indicative of the work that’s being done. And as often
as not, printing is incidental or ancillary to customers’ real production or performance.
Instead, customers are much
more focused (and rightly so) on output, whether that’s widgets, contracts or new accounts. Printing is merely part
of the infrastructure, so hardcopy vendors will always be relegated to the sidelines. There’s no more reason for management
to delve into the minutia of a monthly MPS report than to sift through each electric bill. While such effort can offer enlightenment
and cut costs, it’s seldom seen as a strategic priority.
Unfortunately, hardcopy vendors have shown little aptitude
or even awareness when it comes to linking their MPS dashboards or print-related data to customers’ line-of-business
applications or their more broadly focused IT dashboards.
Instead, printing companies have sought to elevate what they do in MPS
by expanding into adjacent areas where they can provide a slightly broader set of workflow automation solutions and services.
Not surprisingly, these workflow offerings are clustered in horizontal and vertical applications where printed documents have
historically been more numerous and more important to the work being done ... loan origination, patient records, employee
onboarding, claims processing, accounts payable, and such.
Even in these legacy print or print-intensive domains, hardcopy vendors
try to rewrite the rules. They ignore incumbent line-of-business systems and seek to add entirely new solutions. Instead,
they should be linking the print data they collect to the systems customers already know and use.
Until and unless MFP and
printer sellers accept that documents are not synonymous with work and that printing is no longer the primary means by which
companies produce documents, they’re destined to become even more peripheral to their customer’s businesses and
2016: “Please Be Seated ...?”
I can remember my third-grade teacher giving the class a stern talking-to
about manners and safety after an unfortunate incident in which a child yanked the chair out from behind another student just
as she was about to sit down. The girl fell; there were bruises and tears. This doesn’t mean one should never feel confident
before taking a seat, but it does teach the value of looking first. That simple life lesson is apropos today as MFP dealers
and vendors move toward a different sort of seat. I’m talking about the rise of so-called seat-based billing for office
A number of folks in the MFP industry see seat-based billing as a major advance over device-based billing. Perhaps
it’s inevitable. But if there’s one thing this industry should have learned from the rise and repercussions of
MPS — which we all can agree accelerated the decline in printing and hastened the drop in prices and profits —
it’s to be careful what you wish for.
My concerns are twofold. First, switching from per-device to per-seat billing
alters the fundamental economics of printing in multiple ways, good and bad, seen and unforeseen. Second, those eagerly anticipated
per-seat charges for things beyond printing may be fewer and more complex to achieve than is commonly believed.
start with the output side of the equation. Seat-based billing presupposes the seller has accurate, detailed, longitudinal
data on the customer’s printing habits. Because the risks of losing money are higher on a fixed-priced per-seat billing
scheme, the kind of cursory print assessments that precede many MPS engagements today won’t suffice. And that means
sellers will likely want to limit their use of seat-based billing to their long-time MPS clients. Obviously, the size of that
pool of accounts varies considerably from one MFP seller to the next.
Also understand that shifting from per-device to per-seat
billing puts customers and providers on a collision course when it comes to specifying the number and mix of print devices.
Buyers will want a larger number of machines in order to maximize user convenience. Sellers will want to minimize the population
of MFPs and printers in order to reduce post-sale service costs.
More worrisome is the fact that going from per-device to
per-seat billing reverses the current financial incentives that exist for print providers and print customers when it comes
to machine usage. In an MPS environment, more printing means more revenue for the provider, albeit with additional supplies
and service costs. But in a seat-based billing environment, every extra page a customer prints is just more toner and more
service expense, with zero added revenue to offset or cover those additional costs.
There’s an equally concerning
corollary to this dynamic. Seat-based billing gives users the incentive to shift pages to the most convenient machines, often
lower-end devices with higher page costs, and it also gives users an incentive to shift toward higher-quality (i.e. color)
As a result, measures that lead to reduced printing are no longer a “win-win” for the print provider
and the print user. Instead, such efforts are absolutely critical to the seller and relatively unimportant to the buyer. And
to the extent the seller is able to take such actions, the net result is an even faster decline in total print volume.
Of course, print
providers can and do impose creative contractual language that limits the number and kinds of devices and pages available
to the customer. But those kinds of protections can get in the way of a print provider being seen as a “trusted advisor.”
The risk is that the seller ends up promising a lot and then having to say “No” too often. That’s problematic
if a customer is going give the seller permission to layer on additional services and per-seat charges. And it’s those
extra layers that provide the biggest reason for sellers to embrace seat-based billing.
There’s also an unspoken disconnect
between the general idea that there are “lots” of things sellers can layer on top of the monthly output charge,
and the finite list of relevant and realistic layers that today’s MFP sellers are actually capable of putting in place.
The most common add-ons are likely to be some kind of cloud document/content management solution, managed network services,
or perhaps IP telephony.
One issue is that each of these layers has its own incumbent sellers in a given marketplace, and the decision
maker in the customer account may also be someone totally different. Becoming truly effective selling any of these add-ons
requires substantial investment and potentially an acquisition to bring in the requisite expertise.
One last challenge is that
the monthly seat-based charges for extras may well exceed the base charge for prints. That’s not a deal breaker, but
it requires some sophisticated selling to counter. Ask any rep who’s tried selling a dozen $500 software licenses on
top of a $5,000 MFP.
My bottom line? I’m not saying not to consider seat-based billing. Please do. And even if you decide
you don’t like it, the competition may pull you in that direction. But go into it with your eyes open ... and look back
over your shoulder.
August 2016: “Tis Better to Have Communicated and Lost ...”
to have loved and lost than never to have loved at all.” It’s one of the most widely remembered and frequently
quoted lines from any poem. Often assumed to have been penned by Shakespeare, it was actually written by Alfred Lord Tennyson
in 1849. It’s in the refrain from In Memoriam A.H.H., written to memorialize the unexpected death of Tennyson’s
My question today is this. Do office MFP vendors understand “Tis better to have communicated and lost
than never to have communicated at all?” I think not. I’d argue the plummeting quality and lower frequency of
marketing communications is hastening the decline of office imaging. And the biggest vendors are often the worst offenders.
harsh judgment is borne of frustration, not spite. It obtains from what vendors say, how they say it, and also what they don’t
say. My opinion derives not from any marketing textbook or course — for I’ve been exposed to neither — but
from common sense. I can’t buy what you say if you don’t say anything, or if I don’t understand what you
say, or if what you do say makes no sense. And if you’re not reaching me, a narrowly focused and obsessively attentive
analyst, you’re not persuading buyers.
I’m not talking here about advertising, although there’s precious
little of that going on today, too. And that’s contrary to what one would expect in a very mature MFP market. At the
same time, everything a company does today can be construed as advertising of some sort. So when a vendor communicates badly
or doesn’t communicate all, it’s bad advertising ... but I digress.
Communication failures start at the top, organizationally
and conceptually. Meaningful business communication presupposes a clear, coherent, complete and compelling strategy. That’s
more than a few slides buried on an investor web page or trotted out for a board meeting. A corporate strategy isn’t
really a strategy at all unless it’s shared with all interested and relevant constituents: employees, partners,
customers, prospects, investors, and lowly analysts (that’s me).
Here are a couple more caveats. First, a business strategy
isn’t the corporate equivalent of your girlfriend’s “vision board.” It’s expressed with concrete
initiatives and real programs; it has budgets and resources; and things are quantified in years and units and dollars (or
yen). It’s a story that’s aspirational but realistically obtainable.
And second, a slogan may derive from a business
strategy, and one might even hope it encapsulate the quintessence of the strategy, but a slogan is never a substitute for
a business strategy. That’s why “One Canon” is nothing more than a vacuous sentiment. Likewise, tag lines
for particular products or efforts are meaningless unless a vendor bothers to imbue the tag line with stuff like real meaning
and actual details. Absent that, things such as Ricoh’s “Workplace Innovation Technology” are just plain
Oh, and before you ask me, the answer is “No.” Being in the midst of massive change isn’t a “get
out of jail free card.” Companies in such straits have to communicate in an even more exemplary manner, more frequently,
more proactively, and with less pretension. Hi Xerox. It’s me. Are you listening?
While I’m on a tear, here are
a few more “don’ts” for when you do communicate. Spend less time updating your web site to appeal to those
cool millennials checking out MFPs. Instead, add product info in a timely manner, and make sure it’s complete and easy
to compare old products. And when you do announce a new thing — especially a non-MFP thing — zero hits for it
on your site isn’t cool.
Also, while I like my veggies as much as the next guy, I’m not a fan of the “word
salad.” It may work for a presidential candidate, but it doesn’t float my boat. Go ahead and say things like “deliver
more integrated solutions offerings and leverage the full power of Canon’s capabilities, enabling customers to unlock
the impossible and drive business forward into the future.” But I’m not feeling warm and fuzzy ... more queasy
and incoherent. And call me cranky — as I know you do — but those pricey videos you produce don’t count
for squat. And when you play them really loudly, it hurts my ears. And that’s not communication.
Above all, vendors, please
be cognizant that many of us may think what you don’t say conveys as much meaning as the things you do say. So Konica
Minolta, unless you no longer care about the office MFP business that pays the bills for you and your dealers, it behooves
you to say a lot more on that topic at a dealer meeting, regardless of how swanky the locale may be.
OK, I hear the grumbling
starting already. Every vendor reading this page is saying, “I don’t know what the hell he’s talking about.
We communicate just fine all the time. OK, maybe we don’t do it perfectly, but we’re trying. And yeah, we could
be better, but he doesn’t understand we have so much on our plate. ... He expects way too much.” Cry me a river,
build a bridge, and get over it. Your communication lapses and gaffes are problematic, and it’s a lot worse than you’re
willing to admit. So by all means, forget me and my petty barbs. But are customers and prospects saying, “Forget you?”
“The Winter of Our Discontent”
Sometimes things aren’t as bad as they seem at first blush. Many
of us tend to overreact, focusing on the negative, when a more nuanced and balanced assessment is warranted. But there are
other times when things are just plain awful, and no amount of rationalization can make the bad news go away. That was certainly
the case with financial performance across the hardcopy industry in the first half of 2016. It just “sucked.”
For the most
part, vendors reported revenue declines of 5% to 10% (or 16% in the case of HP), with corresponding declines in profit anywhere
from about 5% to over 40%. It wasn’t and won’t be the end of the printing industry as we know it, but it’s
also hard to attribute the big slump to some particular or unique set of circumstances.
Sure, there were issues with
currency and exchange rates, but it’s hard to see that as the main reason across hardcopy companies based in both Japan and the US who sell to a diverse global market. And while some economies
did worse than others, the first half of 2016 was nothing like the Great Recession of 2007-2009.
So what did happen? Surprisingly
(or not), one doesn’t glean a lot from vendors’ financial statements or from their presentations and calls. It’s
mostly the usual “nothing here really to worry about” mantra, combined with a fear of panicking investors by alluding
to anything that sounds more structural than temporary in nature.
My take is that we’re entering a different phase in
the ever-maturing hardcopy business. I’m not saying 5-10% annual declines in revenue and weak profitability are the
new normal from here on out. But it does appear vendors will have to keep even more balls in the air and do a better job of
it in order to obtain semi-respectable results. The problem is there’s almost no safe havens left in the print business
that a vendor can count on to offset challenges from elsewhere.
Currently, consumer inkjet printing is the weakest link
in the complex chain of printing markets. This is one area in which the year-over-year declines are clearly growing. And HP,
which is the biggest supplier in this space, is feeling the most pain. Vendors are touting success with ink tank models and
similar kinds of AIOs, but that kind of growth can’t offset declines everywhere else. And those models are also less
profitable. So there’s little reason to hope for a reprieve here; just more declines in devices and pages.
office market, overall MPS revenue is flat ... at best. Because it represents a sizable part of the printing business in the
US and Western Europe, any downward trend in MPS will increasingly
have a significant impact on revenue. Pretty much all the low-hanging MPS fruit in enterprise accounts has been picked ...
and eaten. Vendors now have to do more and invest more to get those MPS contract renewals, even with lower prices and weaker
margins. And vendors now increasingly are cannibalizing their own fleets and pages in MPS renewals; they’re no longer
swapping out competitive devices and supplies. It’s also questionable whether the push into alternative channels (i.e.,
IT resellers) as a way to deliver MPS to SMB clients will deliver big rewards any time soon.
Then there’s the whole
matter of software and solutions. They’re necessary and beneficial but really just a cost of doing business with an
ROI justified by pull-though on placements and (to a much lesser degree) pages. The quaint idea that MFP vendors can grow
software into a distinct and profitable business is largely untenable. After many years, no MFP vendors are generating more
than $50 million globally from device-centric software. Many are doing much less, and most are experiencing single-digit revenue
growth for software.
It’s also worth pointing out the whole “transition to color” thing seems to be reaching
a much-dreaded plateau that’s well short of dominance over B&W. And while the ratio of color page pricing to black
page pricing is holding, a given percentage decline in total pages or page costs has a far more significant negative impact
on sales and profits when color is what shrinks.
Then there are emerging markets, which lately have gone from an engine
of growth to a source of endless problems. There also should be growing concern over whether those countries will ever achieve
the same business print intensity, or color and solutions adoption, that have been carrying vendors along in developed economies.
So what is working?
Overall, diversification has proven unpredictable at best. Think Xerox. Think HP. Think Lexmark. Generally, the bigger the
deals, the bigger the problems. However, small-time diversification with little “d” deals — like Konica
Minolta and All Covered or Charterhouse, Ricoh and mindSHIFT, and opportunistic dealer purchases — have earned a better
That leaves production/graphic/industrial inkjet, the print god (or goddess) before whom all vendors genuflect. It’s
really the only segment that’s growing, although by lower-than-you’d-think single-digit percentages. So get while
the getting is good, because even this blue-sky business has far too many mainstream and specialty vendors.
So check back
in another six months. For better or worse, we’ll know more then what gives.
“UI and Me and the Android MFP”
Relying on vague analogies, vacuous slogans and vexatious promises gets
a vendor only so far in the world of tech marketing. At some point — in the inimitable words Ricky Ricardo used to direct
at Lucy — “You got some splaining to do.”
As snarky as I can be in my role as an analyst and writer, MFP vendors
know where I stand when it comes to their marketing. If I can’t understand what a vendor is pitching, how far do you
think a mildly interested (or disinterested) prospect is going to go in order to compensate for that vendor’s inability
to explain things?
On the surface, you’d think there’s nothing easier to explain on an office MFP than a color
touchscreen control panel running Android. But you’d be dead wrong. Ricoh and Samsung — two of the largest and
most successful hardcopy vendors — have spent three years and two years “marketing” their respective Android-enabled
MFPs. These vendors differ markedly in their heritage, expertise, go-to-market strategy, and share of placements, but each
has the same result to show for its particular “smart” MFP investment ... bupkis. This should be a lesson, not
only to these companies, but to any other MFP vendor considering going down the same path. Dumb marketing trumps a smart UI
The sad and frustrating thing is that it doesn’t have to be this way. Between the world’s top
office MFP vendor and the world’s top Android device maker, someone should be able to string together a coherent product
pitch and talk track.
This kind of innovation looked initially like a match made in marketing heaven. Ricoh’s Smart Operation
Panel and Samsung’s Smart UX pair the kind of “I know what that is” understanding every smartphone user
has, with the single most tactile and personal aspect of an office MFP. That should be a whole lot easier to promote than
an advance in chemical toner formulation or a new single-pass duplex document feeder.
But when vendors try to leverage the
familiarity of a well-known advance in one area of technology for their own particular products in another domain, they have
to follow the existing rules. The value proposition and the business norms need to be pretty darn close to what existing users
of that technology already know and like.
In the case of Android and MFPs, the selling point has to be more than tap it,
click it, flick it, pan it, stretch it. Frankly, there’s no need for Android — or at least a full-blown Android
embedded OS — if that’s all a vendor wants to achieve. Lexmark has done pretty much the same thing with an Android-like
UI on its latest MFPs. And Sharp and Toshiba also come pretty close on their recent models without using Android at all.
As any Android
smartphone user knows, those finger calisthenics are a given, and the same thing goes for a little bit of personalization.
And MFP vendors do themselves or their customers no favors when the purposely and erroneously conflate Android running on
an MFP and Android running on a smartphone as somehow being a prerequisite for mobile print and scan.
It’s apps —
over 2.2 million of them — that have made Android a mobile blockbuster. But an effective app ecosystem requires software
tools for developers and a store to sell the apps. And those are precisely the two areas in which Ricoh and Samsung haven’t
been able to market their way out of a proverbial paper bag. Indefinite and indeterminate promises don’t cut it. Once
an Android-enabled MFP is announced, the clock is ticking. And the timer is set to detonate in weeks; not months or years.
A clear discussion
of developer tools, an app store, and a whole lot more should have been the main story when Ricoh and Samsung debuted their
first Android-enabled MFPs. And the message needs to be driven home each time new models are added to the lineup. Otherwise,
Android is nothing more than an expensive, top-heavy bauble that makes MFP vendors look silly.
All of this presupposes
there’s a substantial and identifiable unmet need for apps that do new things on an MFP. If all Android ends up doing
is to enable widgets that compensate for MFP functions that are too complicated to use, or to provide another way for the
same short list of ISVs to enable the same solutions they already support via web services or Java, then a full Android control
panel is totally unnecessary. Indeed, one can make a good case that the declining number of ISVs interested in creating MFP
solutions means there’s no rational justification for MFP vendors to invest in Android.
And perhaps that’s
the real reason why we’ve seen such halfhearted progress and lackluster marketing of Android-enabled MFPs. After 2-3
years, Ricoh and Samsung each have only a rudimentary app store with a couple dozen apps and widgets that bring nothing much
new to MFP users. There’s little yet in the way of e-commerce support, license management, or administrative tools that
might appeal to corporate IT. And ISVs have now spent countless man-hours and months changing the UI for each application
screen; figuring out how to marry Android on the front end and Java or web services on the back end; and intentionally waiting
to add other kinds of new functionality. What a waste.
May 2016: “The Elephant in the Room”
definitions of propriety dictate that one steer clear of controversial topics in conversation, especially in the world of
business, but today I’m going to ignore that dictum. I want to talk about diversity — more accurately the embarrassing
and counterproductive lack thereof — in every corner of the hardcopy industry, and most particularly in the office imaging
Take a deep breath. My intention isn’t to harangue my readers with a moral, political or social argument in
favor of far greater and faster movement toward racial and sexual diversity in this industry, although I could easily and
justifiably do just that. Instead, I want to focus only on your bottom line, and what the lack of diversity does to impede
business ... now and tomorrow.
I should backtrack for a moment here, and offer well deserved kudos to the Business Solutions
Dealer group at Lexmark for spurring this piece. Lexmark took a bold and unprecedented step at its BSD meeting in May by inviting
the Senior Director of Diversity and Inclusion from the Professional Golfers Association of America (the PGA) to speak on
this critically important topic to an audience that would have much preferred almost any other speaker on any other topic.
have been the only person in that ballroom who so easily noted the remarkable irony — and the overdue appropriateness
— of having this topic addressed openly and directly in an MFP business forum. Indeed, it took just a quick scan of
the audience to understand that, only when judged against the MFP industry, does the PGA probably have the upper hand in diversity.
And after some years of concerted and overt focus on broadening its reach beyond a historic constituency, PGA membership today
still remains about 90% white and male.
I’m part of that same past. I’m a 57-year old, US-born, white guy.
But I’m also in a position to see a very different future. My daughter and sons are part are at the forefront of a changing
world. They’re multiracial millennials with an immigrant mother. Their professional and personal lives are intertwined
with people of all races and backgrounds. And their approaches to business and to people in business reflect that diversity.
We should also
acknowledge there are certain institutional factors that help explain the relative lack of diversity in office imaging. The
vast majority of MFP dealerships have white male roots that often trace back to a far different era. And ownership has frequently
been passed down from father to son. Likewise, Japanese vendors who dominate office MFP sales have lacked a deep and strong
orientation toward diversity. And a historic insularity in this industry, when combined with an advancing average age among
managers and sellers, does not predispose this business toward diversity, let alone introspection and a commitment to change.
arguing that the underwhelming diversity in imaging is due to some overwhelming combination of knowing actions or nefarious
intentions. But let’s also keep clearly in mind that explanation does not equate to justification, nor does it negate
the obligation and opportunity to pursue change.
Why then — strictly from a perspective of self-interest — is
greater diversity critical to the well-being of the office MFP business? Well, a growing body of research reveals that a more
diverse leadership and work environment enables better selling, superior decisions, and greater innovation.
People buy from
people they trust and with whom they have some sort of affinity. Similarity in sex or ethnicity isn’t the only factor
in making a sale, but obvious misalignment between those who are selling and those who are buying is a proven impediment.
Today’s buyers of tech products and services are decidedly less male, white, straight and religious than the typical
MFP dealer or branch salesperson. Sales is all about overcoming customer objections. And an evolving sales force that better
aligns with changing buyer demographics can overcome one objection, even an implicit or unstated one.
The office imaging business
also suffers more from “groupthink” than a lot of industries. But research shows diverse work teams at any level
of the organization create a certain imbalance or tension that ultimately leads to questioning of assumptions, better information,
greater creativity, and more spontaneous breakthroughs.
Indeed, it’s been shown the exact kinds of changes an organization
must make in order to embrace diversity — greater personal trust, empowerment, respect and open-mindedness — align
exceedingly well with the kinds of changes that are necessary to spur innovation. True innovation arguably has never been
needed more than it is today in the MFP space. With challenges abundant, relying on the same narrow talent pool is surely
a prescription for decline.