The A3 multi-function printer (MFP) has been around a while and is part of many dealers’ inventory. Because technology continues to march forward, some in the industry may not find it exciting. All too often with A3s, the conversation seems to revert to the past, centering around speeds, feeds and costs-per-page. Some dealers may be tempted to sideline the A3 in favor of other offerings, wondering if the modern workforce has moved on from it.
Not so fast! A3 devices can be part of the digital transformation. Rather than de-emphasizing them in your sales/leasing strategy, take a second look and see how they can fit into today’s changing business landscape.
Without question, printing speed is still a big part of the conversation. But increasingly, clients seem just as interested in how, and how quickly, information moves. This shift in thinking creates an opportunity for dealers to reposition the A3 MFP, not just as a copier/printer but as a workflow hub — a central point where physical and digital information intersect.
From Output Device to Input Engine
For decades, A3 devices were judged by output. However, in today’s hybrid work environment, it can be argued that input matters more than output. In particular, scanning has become a primary use for the A3, including digitizing paper-heavy processes, routing documents instantly to the cloud and enabling remote access to critical information.
Modern A3 MFPs can fit into the new intelligent business model, and scanning to workflow is the new standard. Documents don’t just leave the device anymore; they enter business systems.
The Rise of Scan-to-Cloud and Document Management
With platforms such as Microsoft 365 and DocuWare, A3 devices can take on an expanded role in the business infrastructure by integrating with these platforms. Instead of scanning to a shared drive, businesses can route invoices directly into accounting workflows. With these platforms, A3s can store HR documents securely and with controlled access, and automatically tag and index files.
Dealers have an opportunity to shift the conversation from the A3’s hardware features to business outcomes and from the cost per page (which is, of course, still very important) to the cost of inefficiency. An A3 device tied into document management becomes more than just a piece of equipment; it can be seen as a business process accelerator.
Security: the Overlooked Layer
As A3 devices become more integrated into workflows, they also become more critical from a security standpoint. We all know the potential risk that every scan, stored document and network connection can introduce to our business operations, and part of our sales process is educating our clients on this as well. These security threats include data stored on device hard drives, unauthorized access for scanning information and devices acting as open endpoints on the network.
Security features are important to emphasize on A3s, including user authentication at the device, encryption of data in transit and at rest, and secure overwrite protocols aligned with NIST SP 800-88.
For dealers, this is a major opportunity to expand the conversation into managed security services, something far more valuable than a hardware refresh.
The A3 Can Be the Gateway to Managed IT Services
When an A3 device is connected to the cloud, integrated into workflows and secured as part of the network, it becomes part of the broader IT ecosystem. This in turn creates a logical entry point for dealers to offer network assessments, end point monitoring, cloud management and security services. In many cases, the copier conversation becomes the first step toward developing an MSP relationship with the customer.
I’ve mentioned in previous articles how important it is for dealers to diversify. Our base of selling and leasing copiers and printers may be the bread and butter for many dealers, but success in 2026 and beyond will come from diversification of services. Dealers who embrace this shift are no longer competing on price but instead building long-term, high-margin service contracts.
Changing the Sales Conversation
To make this transition, sales teams need to evolve how they position A3 devices. In approaching customers, don’t just ask “How many pages do you print?” but instead ask “Where does your information get stuck?” Ask what processes still rely on paper and how quickly your prospect’s team can access critical documents remotely. Doing so helps reframe the A3 as a solution to workflow problems, not just as a commodity.
Making the Case for Relevance for the A3
A3 devices can continue to have a strong place of relevance within the business landscape. The successful dealer will know how to redefine this staple of our industry. Information flow is the driving force behind productivity, and the A3 MFP is uniquely positioned.
It can bridge physical and digital workflows, enable automation and accessibility, and it can serve as the launch point for your offering broader IT and security services. Dealers who embrace this trend will find that the value of A3 isn’t in the pages it produces but in the processes it powers.
Don’t overlook the potential of the A3 in favor of some “shiny new object.” You can have both if you really want. But with the A3, as with other pieces of equipment, it’s always in our best interest to fully consider its potential against the backdrop of our changing business environment.
In a time when IT or managed services and information protection goes hand in hand with printing and managed print services, the A3 can be part of a bigger picture. Keep all your options open as you consider your expansion and diversification plans. The A3 deserves a seat at the table.
