Brother International has taken a bold step forward in managed print services with the introduction of VPP+, an enhanced version of its Value Print Program. Designed with dealer resellers in mind, the program blends simplified device enrollment and advanced cloud monitoring into a streamlined package.
Launched last month, VPP+ reflects a year of development and direct feedback from the dealer community. For resellers, it promises not only operational efficiency but also a new avenue to profitability and customer retention.
Recently, Bob Burnett, the director of B2B solutions deployment and planning at Brother International, sat down with ENX Magazine for an overview of the latest iteration that includes cloud monitoring and management enhancements, while maintaining all the features dealer partners enjoyed with VPP.
The original Value Print Program (VPP) provided a straightforward set of benefits. Dealers received tier-based discounts on consumables—scaled to device page volumes—and an extended three-year swap warranty. In return, they committed to using genuine Brother toner and meeting minimum unit purchase requirements.
Dealers appreciated the simplicity, but as customer environments grew more complex, the demand for automation and remote management became unavoidable.
“Very easy to use, simplifies auto toner fulfillment, and extremely secure by HTTPS—that’s what dealers were asking for, and that’s what VPP+ delivers,” Burnett noted.
3manager Cloud Platform
A centerpiece of VPP+ is its integration with 3manager, a European-based cloud monitoring platform with over 21,000 customers worldwide. By collaborating instead of building its own system, Brother has given dealers access to a proven, multi-brand solution that is flexible yet tailored for Brother devices.
The most striking improvement: no DCA software is required. Brother’s Solutions Interface (BSI) technology allows devices to connect directly to the platform via secure HTTPS communication. This means no intrusive network software, no SNMP [simple network management protocol] interrogation, and no IT pushback.
“IT managers are increasingly saying they don’t want software added to their networks. With BSI, we eliminate that pain point entirely,” Burnett explained.
The system not only monitors page counts and toner levels but also allows remote configuration management. For dealers with limited technical resources, this provides a turnkey solution that reduces costs and simplifies fleet management.
Analytics That Drive Business
VPP+ goes beyond supply monitoring by delivering business analytics. Dealers can track contract performance, cost-per-page data and usage trends that reveal upsell opportunities. For example, high scanning volumes may uncover a need for workflow solutions, while overworked devices may justify hardware upgrades. This visibility ensures that dealers can position themselves not just as service providers but as strategic partners in optimizing customer workflows.
One of the challenges of the original program was controlling the supply chain. VPP+ addresses this with a new direct-to-customer distribution requirement. Toner now ships from authorized distributors—currently Distribution Management and TD Synnex—ensuring security and eliminating the misuse of discounted cartridges in secondary markets. Dealers can also consolidate shipments for multiple devices in the same department, reducing costs and improving convenience for customers.
Sustainability has become a critical business concern, and VPP+ integrates with 3manager’s environmental dashboard. Dealers can monitor CO₂ emissions, paper consumption and electricity usage. In addition, a connector with PrintReleaf enables automated reforestation programs tied to customer usage. For customers seeking to balance efficiency with environmental responsibility, these insights provide immediate value.
A Game-Changer: Connect to Server
Perhaps the most transformative feature of VPP+ is the Connect-to-Server button. Available on Brother’s latest Workhorse models, the button allows end users to pair devices to the platform instantly, with no technician required. This innovation enables drop-shipping directly to customer sites, turning onboarding into a one-button process. For dealers supporting multi-site organizations such as banks, auto dealerships, or franchises, the implications are profound.
“Dealers can now expand their reach nationally. Between the swap program and this connection capability, geography is no longer a limitation,” Burnett emphasized.
Older devices without the button can still be onboarded using Brother’s BRAdmin tool or, in the case of non-BSI models, with traditional DCA software.
Adding to its appeal, Brother has structured VPP+ so that dealers incur no platform costs for Brother devices. Non-Brother equipment can be added at a per-device fee, but the absence of tier-based pricing makes the program affordable even for smaller fleets. This zero-cost inclusion boosts dealer margins and underscores Brother’s commitment to strengthening reseller profitability.
Dealer Feedback: Simplicity Wins
Since its launch, thousands of devices have already been enrolled in VPP+, and dealer feedback has been overwhelmingly positive. Early adopters cite ease of use as the program’s most compelling benefit.
“It’s so easy to get the platform set up, so easy to get a machine on the platform. That simplicity is what dealers are responding to,” Burnett noted.
Brother has also reduced administrative burdens by moving toward automated device reporting, which will eventually eliminate the need for manual submissions to qualify for consumable discounts.
With VPP+, Brother International has created a program that meets dealers where they are—whether focused on auto toner fulfillment or delivering full managed print solutions. By combining extended warranties, secure cloud monitoring, sustainability insights, and nationwide scalability, the program equips resellers with the tools to strengthen customer retention, expand reach and drive profitability.
“This program fits dealers of every size,” he added. “Whether you’re managing one device across 50 locations or hundreds in a single fleet, VPP+ makes it easier, more secure and more profitable.”
