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Disruptive Print Modeling for SMB: Business Inkjet & Laser


The office document industry targeting small & medium sized businesses (SMB) is showing an increased focus on the provision of Print-as-a-Service as part of a contract between user and provider. Contractual selling has previously been confined to the legacy copier business and MPS providers. Printer vendors have had a hard time shifting from over the counter sales to selling more than just the hardware. As the competition heats up, it is important that vendors find new ways to access potential customers and expand on their professional offering. Contractual selling can offer a number of advantages including improving satisfaction, increasing the use of color, and solidifying brand loyalty among many other benefits to the user and vendors alike.

InfoTrends new multi-clients study aims to understand what packages might be attractive to the SMB market divided up into:

  • Home office (1-2 people)
  • Micro business (2-9 people)
  • Small Office (10-49 people)
  • Medium-sized business (50-249 people)

The study will include an analysis of the competitive situation providing insight on which vendors currently offer which programs. Using a market model, InfoTrends will aim to understand the acceptance and/or elasticity for different programs or packages by customer type. Various examples of programs will be presented to help determine SMBs’ preferences around an all-encompassing flat rate for hardware, supplies and service or variable fees based on usage or some other form package. At the same time, InfoTrends will address SMB buying patterns and channel preferences.

Project Objectives
Most A4 products to SMB are sold transactionally. MPS and services have not been well accepted. Our objective is to understand what other packages are attractive to SMB.

  • Understand the acceptance of contractual programs for office equipment and related products, such as supplies/services by size of company and work location (including remote workers):
    • Home office (1-2 people)
    • Micro (2-9)
    • Small office (10-49)
    • Medium-sized Business (50-249)
  • Present different contractual ideas to gauge interest
    • All-encompassing flat rate for hardware, supplies, and service
    • All-encompassing variable fee package based on usage
    • Fees inclusive or exclusive of Hardware: Business inkjet vs. laser
    • Other approaches/offerings/packages
  • Map the current situation – identify and profile programs. Consider the characteristics of the prospective customers(including awareness, consideration, usage, etc.)
  • Evaluate preferred channels and the benefits
  • Develop a Market Model to understand the acceptance/elasticity for different programs/packages by customer type and the need for capabilities, such as enhanced finishing.

Analysis & Project Deliverables
InfoTrends’ professional staff will perform an extensive analysis of the research to develop an understanding of the opportunities and issues surrounding disruptive print modeling.

Subscribers will receive:

  • Data cross tabulations
  • PowerPoint slides
  • Executive Summary
  • PowerPoint of Executive Summary
  • Market Model
  • Client Webinar

Getting Started
For more information on the study, contact Deanna Flanick at 973 985 2431 or at


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