Whither the Future of A3/A4 Devices? Dealers Talk Buyer Behavior

We’re living in interesting times, when long-term projections are increasingly more difficult to forecast with any confidence. Economic variables are far too volatile. Technical assessments…good luck there. If you’re addressing the state of AI based on data from three months ago, you’re risking obsolescence. Caveats abound with any predictions that are more audacious than what is for dinner tomorrow.

That’s not to say we can’t try. Besides, we’re wrapping up our June State of the Industry report on A3 and A4 MFPs, a topic that causes the audience to drone in unison, “three to five percent decline per year.” Our dealer community isn’t Pollyanna when it comes to the future of MFPs, nor is it holding hands as it approaches the frightening furnace, like Woody, Buzz and friends in “Toy Story 3.”

The office dealer historically has always been about meeting the customer where it is, from adding machines to typewriters to multi-function devices. Something else will certainly come along; for now, the furnace is still a good way’s away. Our dealer panel offers its thoughts on what shifts the next few years may bring.

One shift projected by John Hastings, executive vice president of sales and service for Loffler Companies, is moving from device-centric buying to experience- and outcome-driven buying. Instead of model numbers, clients will gravitate toward predictable costs, security assurance, IT/cloud platform integration and proactive service/analytics.

“Dealers who connect A3/A4 to broader business value will win,” Hastings said. “Those who rely on legacy talk tracks will struggle.”

Staying Pliable

Another dealer exec who anticipates device-driven decisions giving way to outcome-based strategies is Matthew Salzano, vice president of Network Digital Office Systems. Factors such as security, flexibility, and total cost of ownership will carry significantly more weight than traditional specifications, he added.

A growing demand for adaptability is also impacting the MFPs’ future. “Organizations want print environments that can scale up or down as their needs evolve, rather than being confined to rigid, one-size-fits-all structures,” he added. “Dealers who can provide ongoing insight, flexibility, and proactive optimization will be best positioned to succeed in this evolving landscape.”

Add Melissa Confalone to the list of dealer exec prognosticators who sees outcomes driving buyer behaviors. The president of Fraser Advanced Information Systems points out that customers are emphasizing predictable costs, uptime and solutions that align with their broader IT strategy rather than focusing on individual devices.

“Print is no longer a standalone decision; it’s becoming part of a more integrated approach that includes workflow automation, security, and overall business efficiency,” she added. “Organizations want solutions that fit seamlessly into how their teams work, not just hardware that performs a single function.”

AI Prep

 Today’s buyers, driven by the rise of AI, have become more sophisticated, notes Joe Blatchford, CEO of Image 2000. Having the ability to access pricing, specifications and side-by-side comparisons almost instantaneously is adding a degree of difficulty for sales reps and evolving their role, he believes.

“It will become more challenging to differentiate based solely on product knowledge,” Blatchford noted. “Moving forward, success will depend on delivering strategic insight, workflow expertise, and measurable business outcomes rather than simply presenting hardware options.”

A healthy mixture of A3s and A4s will continue to populate office clients, in the eyes of J.D. Sullivan, president of Image Matters. Even while the mix may skew toward A4, the diverse MIF population enables end-users to maintain budgetary consistency, and Sullivan doesn’t anticipate that changing in the near future. What’s more, A4 units are service-friendly, with lower call ratios and impressive first call repair percentages. Doctor’s offices and health care facilities represent optimal opportunities.

“Doctor’s offices have big copiers behind the front desk,” he said. “Everything is printed at the front desk and the nurse’s stations. They’re pounding A4s all day long. Somebody is earning that revenue. As dealers, we’re best prepared to handle that, not IT companies or VARs. I see more and more clients migrating to a hybrid A3/A4 solution.”