Fleet Fortunes: A3/A4 Remains a Valued Cog in Office Technology Market Strategy

It’s recommended that you sit down prior to reading these foundation-shifting findings related to print volumes in the office space. Ready? OK…apparently, print volumes are declining at a rate of 3% to 5% each year, a figure greatly exacerbated by the pandemic and decentralized office environments. A bigger concern is what impact, if any, that AI will have on this trend.

(Cue the fainting and the sound of monocles shattering on the floor due to utter disbelief.)

No need to roll your eyes. The trends of the last 10-plus years notwithstanding, there’s ample optimism regarding MFPs and fleet management. Dealers find A3/A4 topics still dictate many entry-level conversations with prospects. But the boxes are no island unto themselves; dealers have no intention of developing transactional relationship/bottom-racing business driven by price.

Which leads us to the State of the Industry report on A3/A4 units, their role in customer environments and the strategies that drive dealers to gain separation from the competitor down the street. The boxes segue nicely into any number of topics ranging from managed services to IT and security, workflow and software integration. Our dealer panel details how it weaves all of it into a comprehensive client package and a macro approach to solving client needs.

Bigger Picture

Thankfully for Loffler Companies, there haven’t been any disappearing acts when it comes to MFP placements. The more accurate description is an evolution for the St. Louis Park, Minnesota-based dealership. While there are fewer “like-for-like” refreshes, notes John Hastings, executive vice president, sales and operations, the conversations tend to center on high-priority needs such as right-sizing, security, workflow integration and true life cycle costs.

While net-new rightfully takes a significant position in Loffler’s strategy, the MFP isn’t the cleanup hitter, so to speak. Hastings notes the most compelling opportunities see print as part and parcel of a larger office technology ecosystem as opposed to a stand-alone transaction.

Our focus is for our sales professionals to be perceived less like printer reps and more like trusted advisors.

– John Hastings, Loffler Companies

“As a percentage of overall revenue, MFP hardware has declined modestly over the past five years, largely offset by growth in services, managed IT, software and production print,” he noted. “That said, the A3/A4 platform remains a foundational anchor—often the front door to broader relationships.”

Loffler’s sales approach is built upon depth of discovery and credibility. Hastings points out that account reps are coached to go more downstream, beyond print volumes, to elicit more critical details surrounding security posture, IT alignment, user behavior and service experience. The dealer’s strategies entail treating customer objections as signals and tying print decisions to business outcomes. Other keys include:

• Using fleet optimization and assessment tools to uncover adjacent IT, workflow or security opportunities
• Leveraging its service reputation and local accountability to reduce perceived risk for the client
• Selling the entire lifecycle experience, not just acquisition cost

“Our focus is for our sales professionals to be perceived less like printer reps and more like trusted advisors,” Hastings added.

The most fertile ground for A3 and A4 fleets includes prominent verticals such as healthcare, education, local government/public sector, manufacturing/logistics, legal/professional and retail. They’re still in high demand on the basis of durability, security, centralized control and production capability.

It’s certainly helpful that the print-dependent sectors are among the most lucrative. “They’re bucking the downsize trend because digital transformation hasn’t eliminated their need to print,” Hastings said. “It’s changed how and where printing adds value.”

Post-Pandemic Push

It’s no secret that the pandemic provided a rude shove to the already-declining need for centralized printing hubs, intensifying the demand for compact and flexible A4 solutions. Joe Blatchford, CEO of Image 2000 in Santa Clarita, California, notes another trend over the same five-year stretch was a noticeable uptick in the demand for production devices, especially those with advanced color capabilities.

“This reflects a broader trend,” he added. “While overall print volumes may fluctuate, businesses are still investing in higher-quality output where it matters.”

Today’s customers are focused on efficiency and mobility, and ensuring documents can move seamlessly with them is no longer optional. it’s expected.

– Joe Blatchford, Image 2000

Blatchford also points to lease management, where many clients are choosing to extend their terms while they get a better hold on long-term workplace strategies. The wait-and-see approach, he notes, has become increasingly common.

As for the dealer, while the MFP is still key to the Image 2000 portfolio and revenue generation, the mix has evolved in recent years. “The net-new push is still critical, though it now requires a more consultative, solutions-driven approach than in years past,” he added.

Image 2000’s go-to-market strategy has undergone a substantial evolution, pivoting heavily from traditional marketing toward automation. There’s been a salutary impact on the product menu driven by a CRM upgrade to HubSpot, which has automated customer communications and enabled the company to introduce new technologies as they hit the market.

In terms of prospecting, Blatchford has turned to platforms such as 6sense, which has been a catalyst for ferreting out new opportunities. What’s really sparked success is bundling software with virtually every hardware sale.

“Today’s customers are focused on efficiency and mobility, and ensuring documents can move seamlessly with them is no longer optional. It’s expected,” Blatchford said. “That value-added approach consistently sets us apart.”

Even with an influx of organizations downsizing, Blatchford points out a number of industries still have a preference for centralized A3 environments. Cost efficiency is at the heart of it, given that larger systems boast a lower cost on a per-page (CPP) basis, in addition to broader functionality in contrast with multiple distributed A4 devices.

Blatchford has witnessed strong demand in both financial services and healthcare. “Additionally, with more companies encouraging employees to return to the office, there’s renewed interest in centralized print environments that support higher in-office productivity,” he added.

Age Is Just a Number

We’ve been hearing about the A3-to-A4 conversion for years. Dealers such as Network Digital Office Systems have witnessed clients taking a more deliberate approach to fleet consolidation in lieu of the age-driven upgrade. And as A3 footprints have given way to more distributed A4 placements, Matthew Salzano—the vice president of the Fairfield, New Jersey-based firm—notes that workflow efficiency, security requirements and total cost of ownership have wedged their way past age-of-box consideration.

But while MFP hardware represents a slightly smaller slice of Network Digital Office Systems’ revenue pie in comparison to five years ago, it remains a cornerstone offering. Only now, it supports a broader array of services, software and recurring revenue streams. Salzano points out that the higher CPP of A4 devices supports long-term revenue stability and helps offset the lower upfront hardware costs.

In these settings, reliability and uptime aren’t just expectations. They’re mission-critical requirements, which keeps A3 and A4 firmly relevant.

– Matt Salzano, Network Digital Office Systems

Net-new placements are as vital as ever. “Without consistent growth in new placements, maintaining or increasing market share becomes difficult,” he said. “While it’s critical to continue supporting and optimizing existing customer environments, long-term success depends equally on expanding into new accounts and winning new business.”

Network Digital Office Systems’ talk track has evolved from solely device-centric conversations; they now concentrate on organizational workflows. When the account rep incorporates process, cost control and security, hardware invariably enters the equation but isn’t the focal point.

“We also approach every placement as the beginning of a long-term relationship,” Salzano remarked. “A3 and A4 devices are positioned as platforms that support continuous optimization, whether through software integration, enhanced security or workflow automation. That mindset allows us to uncover opportunities that are often overlooked and ultimately deliver greater long-term value to the client.”

Like other members of the dealer panel, Salzano points to fleet growth in verticals including healthcare, education, legal and select manufacturing environments, those ecosystems where print has traditionally boasted a prominent role. It’s the nature of the beast more than an aversion to digital transformation.

“These organizations rely heavily on printed documentation, regulatory compliance and shared workflows that demand consistency and reliability,” Salzano offered. “They’re not resisting digital transformation; they’re aligning it with operational reality. In many cases, they’re investing in modernized print environments that deliver stronger security, improved performance and seamless integration with their digital systems.”

Given those considerations, the boxes and the ability to service them are must-haves. “In these settings, reliability and uptime aren’t just expectations,” he added. “They’re mission-critical requirements, which keeps A3 and A4 firmly relevant.”

Changing Realities

J.D. Sullivan has logged enough time in the industry to have fond memories of when the machines they offered required a level of technical skill that wasn’t all that commonplace. While it’s now more of a commoditized product, there’s no lamenting on Sullivan’s part. The president of Image Matters in Knoxville, Tennessee, has adapted within an environment where A3 and A4 units can be purchased online. But Sullivan and his business partner, Bob Lovelace, had pivoted significantly toward managed print services in the wake of the 2008 stock market crash, and fleet management has served the dealer well.

The swing to A4 has been prominent; in 2024, it accounted for 57% of machines in field (MIF) sold, a figure that climbed to 66% last year. “Our clients simply don’t run a lot of 11×17”, but obviously sales reps want to sell the more expensive A3,” he noted. “We had to create a model in which we truly address the client’s needs and the sales rep can comfortably offer A4 solutions and still generate revenue.”

We had to create a model in which we truly address the client’s needs and the sales rep can comfortably offer A4 solutions and still generate revenue.

– J.D. Sullivan, Image Matters

The MFP is still the primary conversation starter. Sullivan notes that most office environments will have eight A4s for every A3 model. Instead of focusing exclusively on the A3 opportunities, Image Matters reps are keen on not leaving any opportunities on the table.

While Sullivan is loathe to share sales strategies, he doesn’t see a one-size-fits all approach for A3/A4 balance. He notes that if an OEM has 40 printers in a model line, there are likely a half-dozen that have a total cost of ownership that would allow a dealer to aggressively place them in the market while still being competitive on the service side.

Most of Image Matters’ client segments have been expanding their fleets, led by the auto industry. One client in particular had initially sought to reduce its number of on-site units but concluded that lowering its overall costs was where the rubber hits the road (pun intended). Having a footprint with a unit on every desktop instead of a centralized A3 at the same cost of operation resonates with the auto dealer space. But that doesn’t mean Office Depot-esque basic A4s.

“It’s not just a 250-sheet tray on desk models, because we sell a lot of A4 that will copy, print, fax, scan and staple with four drawers,” Sullivan noted. “The features that used to be only available on A3 are now comfortably and aggressively available on A4s.”

Different Drivers

Like many dealers, Fraser Advanced Information Systems has witnessed a shift to A4 units on the grounds of flexibility and lower upfront costs. But the West Reading, Pennsylvania, firm notes a more measured and strategic approach is taken toward A3. The true CPP for the centralized, high-efficiency A3s comes to the fore with solutions such as PaperCut MF, according to President Melissa Confalone, and end-users discover they can reduce excess A4 output in favor of controlled, secure print environments.

“As a result, MFP revenue has evolved from being hardware driven to more solution focused, with software and workflow optimization playing a larger role,” she said. “That’s why the net-new push remains critical, as many organizations still have untapped opportunities to modernize their print strategies and reduce overall costs.”

An A3 placement often serves as the entry point, but we’re already identifying opportunities for A4 optimization, software integration and workflow improvements that extend well beyond the initial deal.

– Melissa Confalone, Fraser Advanced Information Systems

From a sales strategy approach, the focus is pinned on outcomes as opposed to devices. Fraser account reps center the conversation on workflow efficiency, security risks and hidden inefficiencies the client may not have addressed. This guides the discussion away from price and toward long-term value.

The idea is to approach each engagement as the genesis of a broader strategy, evading the limitations of a transactional relationship. “An A3 placement often serves as the entry point, but we’re already identifying opportunities for A4 optimization, software integration and workflow improvements that extend well beyond the initial deal,” Confalone added.

Document-driven, compliance-heavy verticals such as healthcare, legal, education and manufacturing have continued to provide Fraser with ample opportunities to place A3 and A4 machines. Confalone notes these segments optimize print to support critical workflows, maintain security standards and meet regulatory requirements.

“In many cases, print remains essential to daily operations, whether it’s patient records, legal documentation, student materials or production workflows,” she said. “Rather than downsizing aggressively, they’re taking a more intentional approach by aligning device placement, output and security with how work actually gets done.” ♦