December 2012 Office Technology by Business Technology Association

01OT1212.indd 1

11/28/12 12:38 PM

SESpring13Spread.indd 1

12/5/12 10:59 AM

SESpring13Spread.indd 2

12/5/12 10:25 AM

CONTENTS Volume 19 • No. 6

FEATURE ARTICLES 10

2013 Industry Forecast Manufacturers look to the approaching new year

FEATURE ARTICLES Toshiba’s LEAD 2012 Manufacturer hosts dealer, end-user conference

Compiled by Brent Hoskins Office Technology Magazine

What will be the greatest opportunities in the new year? To find the answers, Office Technology magazine asked 11 MFP and printer manufacturers to share their expectations for 2013. Perhaps the insight shared will help you better position your dealership for a new level of success. Each of the contributors was asked to address several questions in essay form, including: What do you believe will be the greatest market and product opportunities for dealers in 2013? What will be the most significant challenges dealers will face in 2013?

by Brent Hoskins Office Technology Magazine

Focused on providing an educational event for both dealers and end users to learn more about strategies for success, Toshiba America Business Solutions Inc. (TABS) hosted its LEAD 2012 Conference on Nov. 12-14 at Caesars Palace in Las Vegas.

COURTS & CAPITOLS Information Overload Establish sources & organize, secure & manage data

Fall Colors Retreat BTA Southeast hosts district event in Waynesville, N.C.

by Robert C. Goldberg BTA General Counsel

Individuals and businesses are drowning in data and documents. But despite the overwhelming increase in data creation, the average individual and business puts little or no thought into managing it. But neglecting information overload can lead to serious consequences.

by Brent Hoskins Office Technology Magazine

Office technology dealers from throughout the Southeast gathered Oct. 26-27 in Waynesville, N.C., for the annual Fall Colors Retreat to learn new strategies for success, evaluate the products and services of exhibiting companies, and network with one another. Hosted by the BTA Southeast district, the retreat was held at the Waynesville Inn Golf Resort & Spa. The Fall Colors Retreat featured three educational sessions, as well as a roundtable discussion focused on marketing.

P R I N C I PA L I S S U E S Your Core Message It can be a life preserver in a wild sea of change

by Teresa Hiatt ASTD

One of the basics of identifying a business to potential customers is helping them understand the business’s message. This message can be the business’s value proposition, elevator pitch or even its tagline. Salespeople need a crystal-clear understanding of the company’s message.

Capture the Magic BTA West hosts district event in Las Vegas by Brent Hoskins Office Technology Magazine

Hosted by BTA West, the second annual Capture the Magic event took place Nov. 15-16 at the Mandarin Oriental in Las Vegas. Like all of the association’s district events, it was designed to provide dealers the opportunity to network, learn from experts, and gather new ideas and strategies. Capture the Magic featured seven educational sessions and provided attendees with an opportunity to visit with 35 exhibiting sponsors. The event ended with an evening at the MGM Grand Hotel & Casino for Cirque du Soleil’s KÀ performance.

D E PA R T M E N T S Business Technology Association

• BTA Highlights

Executive Director’s Page

BTA President’s Message

Advertiser Index

4 | w w w. o f f i c e t e c h n o l o g y m ag.com | December 2012

04OT1212.indd 1

12/5/12 12:00 PM

What keeps your dealership ahead of the competition? Donâ&#x20AC;&#x2DC;t leave the door open for competitive solution providers to visit your equipment customers. Be the one offering solutions directly to your customer base: document management solutions that are relevant to every company no matter its size. DocuWare makes the transition to selling practical solutions easy. We provide Division to the next level. Obtain a competitive edge by partnering with DocuWare.

2012

www.docuware.com

you with tools, training, and field support to take your Professional Services

This 90 second video can change your business.

DocuWare July 12.indd 1

6/8/12 1:11 PM

EXECUTIVE DIRECTOR’S PAGE

Industry Forecasts Focus on Change

he oldest copy of what is today Office Technology magazine (then the NOMDA Spokesman) on the shelf in my office featuring our annual Industry Forecast is the January 1991 issue. I started working at BTA in November of 1986. At that point, the Industry Forecast was already an established annual feature. So, while I do not know how many years we have been asking manufacturers to share their expectations for the coming year, I can confidently say this: “It has been a long time.” Looking back at our January 1991 issue, I see forecasts from such industry leaders at the time as Akihiro Nasu at Mita, Michael Franz at Muratec and Kevin Shea at Xerox. As I glance through their forecasts, I see they were writing about things like “advancements in higher-end facsimile machines,” “customer dissatisfaction with thermal-paper products” and “the expansion of user-replaceable cartridges.” You get the idea: machines and supplies. My intent is not to disparage our industry as it was in 1991. Instead, it is just to remind us of how much things have changed through the years. The manufacturers are still selling machines, of course, but the means to that end are substantially different. There is no longer a focus on speeds and feeds. Rather, the focus is on providing the best solutions to address customers’ needs based, in part, on assessments of document/ information workflows. Today, the machines are no longer front and center. This issue of Office Technology features our 2013 Industry Forecast. We have 11 participating companies, including, once again, Kyocera (of course, 1991’s Mita led us to today’s Kyocera), Muratec and Xerox.

The other participants are: Canon, Konica Minolta, Lexmark, OKI, Ricoh, Samsung, Sharp and Toshiba. I would like to thank each of the participants for taking the time to prepare and submit their forecasts, demonstrating both support for BTA and a commitment to the dealer channel. While reading the forecasts, do not lose sight of the fact that these are the words of our industry’s leaders. These distinguished individuals collectively have many years of experience in the industry and, without a doubt, possess a tremendous amount of insight into the direction things are headed. Otherwise, they would not be in their leadership positions. As a whole, I believe the forecasts provide a pretty clear indication of important changes that have taken place, those currently in process and those on the horizon. Think about your dealership as you consider these changes. In terms of changes that, essentially, “have taken place,” I read things like: “In 2013, we will continue to see a flat-to-declining market in the document imaging channel.” Regarding changes “in process,” there are statements like: “Clearly, the rapid adoption of mobile and tablet devices is changing how information is used and shared.” And, finally, among the changes “on the horizon,” I see, for example: “End users are going to demand more mobile access both ‘up’ in scanning and ‘down’ in printing from the cloud.” Mobility. The cloud. Managed services. The BYOD movement. Professional services. The areas of focus in the office technology industry today have changed considerably since 1991. Have the areas of focus in your dealership changed as well? Take the time to read the 11 forecasts. They will help you to focus your thinking on key opportunities for continued success.  — Brent Hoskins

Executive Director/BTA Editor/Office Technology Brent Hoskins brent@bta.org (816) 303-4040 Associate Editor Elizabeth Marvel elizabeth@bta.org (816) 303-4060 Contributing Writers Robert C. Goldberg, General Counsel Business Technology Association Teresa HIatt, ASTD www.astd.org

Business Technology Association 12411 Wornall Road Kansas City, MO 64145 (816) 941-3100 www.bta.org Member Services: (800) 505-2821 BTA Legal Hotline: (800) 869-6688 Valerie Briseno Membership Marketing Manager valerie@bta.org Mary Hopkins Database Administrator mary@bta.org Teresa Leerar Bookkeeper teresa@bta.org Brian Smith Membership Sales Representative brian@bta.org Photo Credits: Altrendo Images, James Woodson. Cover created by Bruce Quade, Brand X Studio. ©2012 by the Business Technology Association. All Rights Reserved. No part of this publication may be reproduced by any means without the written permission of the publisher. Every effort is made to ensure the accuracy of published material. However, the publisher assumes no liability for errors in articles nor are opinions expressed necessarily those of the publisher.

6 | w w w. o f f i c e t e c h n o l o gymag.com | December 2012

06OT1212.indd 1

12/5/12 11:45 AM

Expect More

POSSIBILITIES

Bypass the barriers to selling copier-based MFPs The new CX3535/CX4545 A3 Color MFP Series. Optimized performance. Innovation reinvented. OKI is rewriting the rules on selling copier-based A3 MFPs by providing no-minimum purchase quantity requirements. The ENERGY STAR® compliant CX3535/CX4545 A3 MFP Series sells itself, providing mid-to-large volume workgroups with unlimited possibilities, including: • Lightning-fast Color/B&W print and copy speeds

OFFICE TECHNOLOGY - OCT 2012 - DOMUS, INC. - 215-772-2800

• Printing, copying and scanning with optional high-speed fax • Full-color banner printing up to 12" by 47" Plus, OKI's new open platform allows for seamless integration with cloud-based document management solutions such as Microsoft® SharePoint® and Google® Docs. So bypass the barriers to traditional sales and service—and unleash your potential today.

NEW Color MFPs

Color Printers

NEW Mono MFPs

Mono Printers

Dot Matrix Printers

Label Printers

POS Printers

Contact your OKI representative at 1-800-OKI-DATA or visit www.okidata.com.

OKI ad Oct 12.indd 1 OKIE-10587-12 CX Series Launch Ad OT.indd 1

9/24/12 9/24/12 3:12 3:04 PM PM

BTA PRESIDENT’S MESSAGE 2012-2013 Board of Directors

Service Strategies, BTA Form Alliance

key focus of the Business Technology Association (and NOMDA before that) has been the education of independent office technology dealers. Specifically, the association’s leadership team has always worked hard to make sure we are offering educational workshops and events to help our dealer members improve their businesses and, ultimately, boost their bottom lines. In planning our educational workshop lineup, we have worked to identify and engage the best sources for curriculum and instruction. It is not a task that is taken lightly. Rather (especially in today’s competitive and ever-changing marketplace), we are dedicated to finding training partners who have the utmost expertise, providing the most value to our members. I am pleased to announce that BTA has established an alliance with Service Strategies Corp., a San Diego-based consulting and training firm dedicated to advancing service excellence through training, consulting, certification and industry standards programs. The selection of our new service training partner was the result of a lengthy search and evaluation by a team of BTA member dealer volunteers; we even had one team member attend Service Strategies training. Our new alliance has led to the launch of the BTA Field Service Foundations Workshop, designed for service management and dealership owners. The inaugural offering of this new workshop will take place Feb. 6-8, 2013, at the Rosen Centre Hotel in Orlando, Fla. Led by Service Strategies president John Hamilton, the two-day workshop, which will begin at 1 p.m. on Feb. 6

and end at noon on Feb. 8, will be the front runner to Winter Break, the networking and educational district event to be hosted by BTA Southeast on Feb. 8-9 at the Rosen Centre (see pages 2-3 for details on this event or visit www.bta.org/BTASoutheast Event). Attendees of the workshop will receive free registration to Winter Break. Unlike other training that has been offered in our industry, Service Strategies training teaches not only how to deliver great service, but also how to garner a high level of customer satisfaction. BTA Field Service Foundations Workshop attendees will learn not only how to effectively talk to customers, but also how to talk to service technicians in order to ensure they “buy in” to the dealership’s customer-focused philosophies and are able to communicate effectively with end users. Attendees will welcome the real-life examples shared in the workshop, rather than just hearing theory. This is not a workshop that will simply cover service department numbers and ratios. It is more than that, providing a broad, but detailed, look at exactly what it takes to operate a service-centered business. And it does not matter whether you have just a few service technicians or 100 — this workshop will be a good fit for your dealership. On the page opposite this column, you can read more details on the new BTA Field Service Foundations Workshop. An even more detailed look at the workshop, including a list of all of the learning objectives for each of the 10 modules, appears on the BTA website. Visit www.bta.org/Field ServiceFoundations. I am certain you will find this a very worthwhile workshop — so certain that the workshop comes with a guarantee. If you are not 100-percent satisfied, we will apply your tuition fee to another future workshop or give you a full refund.  — Terry Chapman

President Terry Chapman Business Electronics Corp. 219 Oxmoor Circle, P.O. Box 531066 Birmingham, AL 35253 tchapman@businesselectronics.com President-Elect Todd J. Fitzsimons Network Imaging LLC 122 Spring St., Ste. B3 Southington, CT 06489 tjfitzsimons@ni-ct.com Vice President Ron Hulett U.S. Business Systems Inc. 3221 Southview Drive Elkhart, IN 46514 ron.hulett@usbus.com BTA East Rob Richardson Allied Document Solutions & Services Inc. 200 Church St. Swedesboro, NJ 08085 robr@ads-s.com BTA Mid-America Dave Quint Advanced Systems Inc. 2945 Airport Blvd., P.O. Box 57 Waterloo, IA 50704 dquint@asiowa.com BTA Southeast Debra Dennis CopyPro Inc. 3103 Landmark St. Greenville, NC 27834 ddennis@copypro.net BTA West Mike Ehlers Yost Business Systems 685 E. Anderson Idaho Falls, ID 83401 mike@yostonline.com Ex-Officio/Immediate Past President Tom Ouellette Budget Document Technology 251 Goddard Road, P.O. Box 2322 Lewiston, ME 04240 touellette@bdtme.com Ex-Officio/General Counsel Robert C. Goldberg Schoenberg Finkel Newman & Rosenberg LLC 222 S. Riverside Plaza, Ste. 2100 Chicago, IL 60606 robert.goldberg@sfnr.com

8 | w w w. o f f i c e t e c h n o l o gymag.com | December 2012

08OT1212.indd 1

12/5/12 5:12 PM

FieldServiceFoundationsFP.indd 1

12/5/12 11:19 AM

2013 Industry Forecast Manufacturers look to the approaching new year Compiled by: Brent Hoskins, Office Technology Magazine

hat will be the greatest opportunities in the new year? To find the answers, Office Technology magazine asked 11 MFP and printer manufacturers to share their expectations for 2013. Perhaps the insight shared will help you better position your dealership for a new level of success. Each of the contributors was asked to address the following questions in essay form: What do you believe will be the greatest market and product opportunities for dealers in 2013? What are the best sales and marketing strategies for dealerships in pursuing these opportunities? What will be the most significant challenges dealers will face in 2013 and how can they best address them? What notable changes in demand/ needs/expectations do you anticipate from end users in 2013? What do you see as the characteristics of the office technology dealership that is best positioned for success in 2013? Following are their responses. Canon U.S.A. Inc. Dennis Amorosano, Senior Director of Solutions Marketing, Business Imaging Solutions Group There is no question that the office technology business continues to be highly competitive and will remain so in 2013. And while our industry operates in an environment of increased hardware commoditization, declining overall page volumes and lower profit margins for the products and services traditionally sold in this market, there are growth opportunities for dealers able to address increased customer demand for solutions that help streamline workflows, optimize business processes, connect mobile employees and

integrate cloud services. Driving value for customers requires the integration of hardware, software and services in a way that provides a more effective means of improving workflow. For this reason, Canon has invested in developing software solutions in several key areas, including document distribution, document management, cost accounting and recovery, device management, desktop productivity, production workflow, and security. We have focused in these areas as each solution on its own represents a growing market opportunity while also providing a logical integration point for the hardware devices dealers are already selling or as additional revenue opportunities tied to existing managed print services engagements, which we believe will be in greater demand during the new year. We are also part of an incredible evolution of the workforce, as organizations are now implementing more efficient and secure business processes than ever before. It is now possible for the latest generation of multifunction devices to serve as central communications hubs and integration platforms upon which back-end enterprise applications such as ERP, CRM, content management systems and others can be connected. To be sure, providing these kinds of solutions requires a higher level of technology expertise than many dealers currently possess. However, those who make investments in these areas will be able to address a much broader set of customer needs and play a key role in managing how work flows through their clients’ organizations. Be prepared for increased customer demand for mobile and cloud solutions that allow clients’ employees to securely print and scan from a variety of devices and locations. In the short term, Canon does not anticipate that the growing mobile workforce will have a dramatic impact on page volume.

10 | w w w. o f f i c e t e c h n o l o gymag.com | December 2012

Cover Story Dec 12.indd 1

12/5/12 2:32 PM

A4 Monochrome & Color MFP Solutions

Dealer-Focused Document Scanning / Retrieval Solutions

A3 Color MFP Solutions

MPS Account Billing Solutions

Refurbished Laser Printers

Nationwide On-site Printer Service

Wireless Connectivity Solutions

Performance Guaranteed OEM-Compatible Imaging Supplies (350+ SKU’s)

Mobile Printing Services

Innovative Document Solutions, World-Class Dealer Support Document Solutions for the Independent Dealer

Muratec’s business strategy isn’t to fill your warehouse at the end of the quarter. In fact, we don’t have quotas or minimum purchase requirements. Our strategy is to deliver business-class MFP solutions, innovative wirelessconnectivity products, profitable managed print services strategies and easy-to-deploy document workflow solutions that add value to your dealership.

Recognized for Excellence

The Business Technology Association (BTA) has named Muratec the “Top Overall Performance – Secondary Manufacturer” based on the results of their surveys of independent ofﬁce equipment dealers. To summarize the survey results, we’re the easiest company to do business with.

Ready to Get Started?

Contact your Muratec Area Sales Manager to schedule a no-obligation product demonstration and beneﬁts review in your ofﬁce, or contact 469.429.3481 or www.muratec.com for more information.

West Point ad Dec 12.indd 1 Muratec Ad_2013_OfficeTech.indd 1

11/19/12 11/19/12 4:56 3:06 PM PM

Longer term, however, the increased utimajority of their customers’ page volLike Canon, dealers lization of tablets and smartphones (and ume through the insertion of MFPs their improved data access and display into their customers’ workflows. should be making capabilities) will impact print revenue. Production print continues to be an investments in areas that From this perspective, we are looking for opportunity as well, particularly in the are not only adjacent ways to provide value-added solutions commercial print and in-plant printing to, but are also outside for capturing, viewing and printing that segments. Dealers who take a consultaof their core office dealers could offer to their clients to go tive approach to helping commercial beyond the traditional click-and-print printers transition to digital printing technology business. modality common today. by providing their customers with the Like Canon, dealers should be maktools to help them develop new busiing investments in areas that are not only adjacent to, but ness will be more successful in adding net new pages to are also outside of their core office technology business. their businesses. By helping their clients transform workflow from a series At Graph Expo 2012, Konica Minolta introduced two new of individual processes to a continuous, integrated flow of solutions and services products under our EngageIT brand. shared information through the implementation of innova- Designed to help printers improve their internal workflows tive cloud and mobile solutions, software applications and and processes, and to offer new cross media-based services, value-added services, dealers will be able to differentiate these new offerings will enable dealers to take a consultathemselves in the market and continue being vital business tive strategy when working with print production providers. partners to their clients. We have found that IT services are also able to expand customer relationships by delivering enhanced value and Konica Minolta Business opening a wide range of new business opportunities for Solutions U.S.A. Inc. the dealer community. Many dealers have made the move Kevin Kern, Senior Vice President, into this adjacent business space, offering services ranging Marketing from traditional help-desk support to cloud computing, enAs we look ahead to 2013, it is im- terprise content management (ECM) and disaster recovery. portant to note that we have a very In the past year, Konica Minolta launched a solution that optimistic view for the future of the allowed dealers to sell those services without the burden dealer community. We have seen that of startup or operational costs. The IT services model also a majority of dealers we talk to are en- fits well with the increased customer demand for solutions joying profitable revenue growth. A common theme to their in general. success is that they are transitioning to a more services-led Successful dealers who understand the importance of proapproach to their customer bases. This move is helping to viding more service-focused business to vertical customers open up new revenue sources from their current customers. are finding that, as customers become more demanding, the As our industry evolves, we see an expanding range of need to hire knowledgeable, savvy solutions providers that opportunities for the dealer community. First in line is the can deliver will become more and more important. Choosbusiness of print itself. Clearly, the rapid adoption of mo- ing the markets that suit dealers’ regions and locations, and bile and tablet devices is changing how information is used then choosing people to take care of those markets, will be and shared. In this world of instantaneous access to infor- one of the keys to a successful dealership in 2013. mation, customers are looking for ways to rationalize print Because of the need for more customized solutions, we beinfrastructure. However, although certain segments of the lieve that one of the biggest challenges that dealers will face print business are losing relevance, there are still many this year will revolve around people. This is the first time in opportunities to capture print volumes that traditionally history that five generations of people are in the workforce. went to other devices or technologies. Successfully managing the motivations and the aspirations of Although multifunction printers (MFPs) allow custom- this new type of work environment, while meeting the evolvers to manage workflow better and are less expensive to ing needs of clients, will take persistence and investment. The operate, in most organizations, MFPs produce a minor- success factor will be how the culture of the organization is ity of the pages printed. Dealers who can provide their able to adapt to rapidly changing customer expectations. customers with the expertise to develop a print strategy Just think about this. The first iPad was released April 3, — whether through managed print services (MPS) or con- 2010, and was not taken seriously. Today, 84 million iPads have sulting services — can create the opportunity to gain a been sold and there are 185,000 apps available in the Apple 12 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Cover Story Dec 12.indd 2

12/5/12 2:28 PM

BTA Officetech Dec 2012.pdf

11/14/12

10:43 AM

Are You Capturing the Color Opportunity?

MSE

Rated #1 In Color Quality &

Let MSE Show You How!

Dealer Confidence in Independent Survey of U.S. Dealers!*

Patented Technology

Marketing Tools

Consultative Sales

• Provides true alternative to low-profit OEM consumables. • Best option for customer satisfaction and retention. • Highest documented success rate.

20 Plus Billion-Dollar Opportunity in Color **

• Competitive advantage.

5 STEP

PATENTED TECHNOLOGY

PROTOCOL

ISO 19752

CERTIFIED YIELD

www.mse.com

800.418.4968 (US-East Coast) | 877.246.2133 (Canada) | +31.36.522.2601 (MSE Europe) Corporate Headquarters 800.673.4968 | 818.407.7500 | 8201 Woodley Ave. Van Nuys, CA 91406 *2012 Reman Color and Emerging Market Investigation™, Cameron Consulting Group. ©2012. **Lyra/ Photizo Group © Copyright 2012 Micro Solutions Enterprises. All rights reserved. All trademarks referenced are registered trademarks of their respective owners. All model designations are for compatibility purposes only.

MSE ad Dec 12.indd 1

11/26/12 11:17 AM

App Store. The business that will thrive in those programs. the future will have to have a culture that We also see global demand for deWe see a lot of can adapt to this rapid rate of change. vices, applications and services, and we opportunity for dealers We see a lot of opportunity for dealwill move aggressively into markets as in the new year, ers in the new year, particularly for those they develop, both in the United States particularly for those with with dealerships that are able to change and abroad. Kyocera, as a company, is in dealerships that are able and adapt to their environments, who a very strong financial position relative maintain the right mix of talent, and to our competitors to do that. To further to change and adapt who are willing to challenge the existstrengthen our position, we are continuto their environments ... ing norms. Through it all, our goal is to ing to invest in technology and infrabe our dealers’ most valued partner, enstructure that supports our expansion suring that they can count on Konica Minolta to deliver the efforts. For example, the market for our device technology best overall value to their customers in 2013 and beyond. has been so strong that our manufacturing facility in China has been working at full capacity with demand still increasKYOCERA Document Solutions ing. So in October, we took the important step of adding a America Inc. new facility, located in Vietnam, that will allow us to continNorihiko Ina, President & CEO ue to meet the global need going forward. At the same time, In looking forward to 2013, I want we are helping our dealers take advantage of new opportunito begin by thanking our dealers for ties. This will include new facilities, new sales support proan outstanding 2012. KYOCERA Doc- grams, and education and training. We have a responsibility ument Solutions America (KDA) re- to support our dealers in all these ways. mains committed to the dealer chanTogether, we need to recognize that our customers are nel and we believe that it represents evolving and develop new ways to serve them. One example of the best, most sustainable business model going forward. this is our Kyocera Sales Excellence methodology, which gives We enjoyed a record 2012 for revenue, and through the first both KDA and dealer personnel a shared approach to uncovsix months of our fiscal year we are positioned to continue ering and meeting customer needs. By aligning ourselves this financial success. At Kyocera, we attribute this success together around how we approach all phases of the sales life to a balanced mix of the right hardware devices, business cycle, we are able to match devices, business applications and applications that add real value, and customized services services to where a customer is now — and where they want that enhance customers’ efficiency and bottom lines. It is to be tomorrow. our dealers who have been largely responsible for this sucThis brings me to the need for a continual commitment cess and for this, I thank you. to dealer education and training. We approach this through In 2013, we see the industry shifts that are under way con- two different paths, each with three levels of certification. tinuing. Hardware sales will continue to be strong, but we We call these: Document Sales Professional (aimed at dealer may see some flattening in revenue. End users will continue sales personnel) and Document Solutions Architect/Conto seek software and services that have clear benefits, but sultant (for pre-sales support personnel). The programs will need guidance from trusted consultants. Dealers and are comprehensive and complementary, but tailored to the manufacturers who can fill that role will not only succeed needs and roles of the different dealer functions. This is an next year, but will position themselves for long-term success. example of how the “total sales” approach can be impleAt Kyocera, we have already begun the process of trans- mented to maximize a customer’s engagement with our formation that will be required. Our name change to KYO- dealers, creating the “trusted consultant” image for dealers CERA Document Solutions America last year signaled that that will be essential for their long-term success. transformation. We backed that up with important new We are also providing experience and training with our applications that we promised and delivered. These unique devices and solutions for dealers through nationwide road applications extend the capabilities of our devices, and add shows. These bring both our balanced offerings and our value for users. They include new mobile and cloud printing people to dealers. This kind of hands-on and face-to-face solutions, and key additions to two of our popular HyPAS training is invaluable, and will continue to be a critical combusiness applications, DMS Link and Sharepoint Connec- ponent in how we evolve with the market. tor. At the same time, we have developed and begun deAll of these are examples of how we want to help dealploying new dealer education and training programs, and ers change the ways that they engage with their customers. have trained all KDA sales and marketing personnel on Together, we must be “total document solutions providers,” 14 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Cover Story Dec 12.indd 3

12/5/12 2:35 PM

INNOVATION #3,653

The Samsung Mobile Print App

A printing solution that’s as smart as your phone.

With the Samsung Mobile Print App you can securely scan, print and now fax documents directly to and from any of our award-winning printers and MFPs on a Wi-Fi® enabled network. That means you can scan, print and fax presentations, budgets, annual reports, ofﬁce documents and more — all from your smart phone or tablet without the need for a print driver or server. Because at Samsung it’s not just business. It’s business, innovated.

Download the Samsung Mobile Print App now.

Learn more

1-866-SAM4BIZ | samsung.com/mpa | Business. Innovated.

© 2012 Samsung Electronics America, Inc. All rights reserved. Samsung is a registered trademark of Samsung Electronics Co., Ltd. All products and brand names are trademarks or registered trademarks of their respective companies. Screen images simulated.

Samsung ad Dec 12.indd 1 SEA10809_OfficeTechnology_Dec_2a.indd 1

11/30/12 10:32 AM 11/30/12 9:33 AM

and use that stance to maximize cushard copy. In today’s workplace, customer trust and engagement. This will tomers are bringing their own devices ... A customer-driven be the way to maximize the revenue pointo the workplace (BYOD), and expect focus should remain at tential of every relationship. to be able to send, retrieve and print the top of the priority For our part, we will continue to defrom anywhere. Multifunction devices list for 2013. This longvelop innovative document imaging demust be able to serve as on- and offestablished dealer trait vices, unique business applications that ramps for the natural flow of the docuadd customer value to those devices, ment life cycle. will further separate first and customized service offerings that This end-user demand for mobility place from last place ... help customers streamline their busihas manifested itself in businesses of all nesses, add capability and save money. sizes. The small-to-medium-sized busiWe will continue to look for new and meaningful ways to ness offers dealers a great opportunity to capitalize on this support our dealers in their efforts to adapt to the changing trend by deploying smart MFPs into the customer’s environmarket and serve their customers. And we will continue our ment. While small and large businesses, along with OEMs commitment to a dealer-centric business model. and dealers, work to tackle the challenges that mobility now To summarize: We believe that success in 2013 will de- presents, those dealerships that embrace these fast-moving pend as much on building relationships, both between us changes and harness the technology will ultimately satisfy and our dealers, and between dealers and customers, as it existing customers and win new business. will on having the right mix of technologically advanced deFinding new solutions to address these requirements will vices, applications and services. We are focused on creating not only translate into a big challenge for dealers, but even “win-win-win” situations that benefit dealers, Kyocera and, bigger satisfaction for end users. While this is a paradigm ultimately, the customer and end user. shift for the industry, mobility can and will lend itself to business expansion for the agile solutions provider. Lexmark International Inc. Therefore, it is Lexmark’s recommendation that a cusPhil Boatman, Manager, tomer-driven focus should remain at the top of the priority Dealer Program Development list for 2013. This long-established dealer trait will further At Lexmark, we view 2012 as a separate first place from last place as we make the turn transitional year in the dealer chan- next year. Manufacturers such as Lexmark must help their nel as it relates to both business and dealer networks by focusing on the customer as well, and technology. The industry continues delivering products, solutions and software that truly make to consolidate and, as it does so, cus- them more efficient, remove headaches and help them get tomers continue to push the envelope more work done — their core competencies. This synergisby asking dealers to offer and deliver everything from tradi- tic, customer-first mindset will lead to satisfying and longtional devices to cloud and mobile solutions and services. lasting success well beyond the next 12 months. With all of this change, we see 2013 as a very interesting year full of challenges and opportunities for the dealer channel. Muratec America Inc. Lexmark continues to be the leader in the A4 space, as Jim D’Emidio, President we announced 15 new dealer-unique models in the fourth Muratec believes that in 2013, we quarter that support the requirements of a balanced sellwill continue to see a flat-to-declining approach; however, several more entrants have come ing market in the document imaging into the market. Ultimately, this means customers will have channel, particularly as it relates to more choices and this is the opportunity for dealers to prosales of multifunction devices (MFPs), vide more input so they can meet their customers’ needs. fax machines and standalone printDealers will have more opportunities to expand their ers. In addition, we believe that print businesses with more color, mobility, workflow solutions volumes will remain in a slow decline as companies conand managed services options than ever before. While col- tinue their efforts to reduce day-to-day operating expenses or is not new to the market, dealers can continue to profit by limiting/eliminating print, strengthening their environfrom converting monochrome installs to color installs and mental policies by restricting print and transitioning more combining this with platforms that deliver better pricing traditional paper-based document workflows into electronic and performance, and facilitate workflows. Documents document workflows. need to be captured in multiple formats, not just traditional This does not mean that those of us who rely on printed 16 | w w w. o f f i c e t e c h n o l o gymag.com | December 2012

Cover Story Dec 12.indd 4

12/5/12 2:28 PM

of of the the competition. competition.

Training that goes beyond the hype of MPS, to proven success. Axess SalesPro will offer your dealership comprehensive MPS training via interactive and actionable web based education and testing programs including: • • • • •

In-depth content on the complete MPS sales process Customizable support documents MPS customer sales presentations Assessment tool kit Sales talk tracks and objection handling

Axess SalesPro, designed to integrate seamlessly into your employees’ busy schedules.

Contact your West Point Products sales representative or call 855-AXESS80 (855.293.7780) today to close more MPS deals with the help of Axess SalesPro.

191512A

West Point ad Dec 12.indd 1

11/19/12 9:23 AM

pages for our livelihoods will not have solutions. This strategy will help you beSetting up your growth opportunities in 2013; it simply come the “trusted technology advisor” means that we will need to explore new to your accounts. customers for mobile technologies and services while adjustBy gaining this level of trust, it beprinting is one solution ing our client conversations to focus on comes easier to develop higher-margin to address the their overall business needs, not just opportunities through managed IT, BYOD movement ... their hardware-related needs. managed print and professional serThe challenge is finding Let’s take the bring-your-own-device vices. It also enables you to protect your (BYOD) movement for example. Compahardware base, and future hardware the right solution(s) ... nies of all sizes are struggling with how placements, by developing that trust as to support the mobile devices employees a valued IT advisor. are bringing to the office. Employees are not bringing their In the end, it is imperative that dealers look outside their tablets and smartphones for the sole purpose of updating comfort zones when it comes to maintaining and growing their Facebook statuses and playing Words with Friends. their businesses. You do not have to reinvent your business They want to use their devices to access their CRM systems, overnight, however, look to emerging business trends and host and attend webinars, edit and share documents, enter technologies to determine some small steps your dealership customer orders and conduct most of their current day-to- can take to assist customers in proactively transforming day business activities. their businesses. But what sounds like a perfect scenario for a business user has quickly turned into a nightmare for IT departOKI Data Americas ments. They are struggling with the challenges that moScott Becker, Executive Vice bile devices pose when it comes to business integration, President, North America Sales & particularly with application delivery/management, seMarketing curity, file sharing, availability of wireless access points Change. It is not always comfortand printing. Yes, printing. Even though a new MFP is off able, but it is inevitable. Take the the current acquisition radar for many companies, dealers printing business, for example. Study who tailor their client conversations to mobile print/docuafter study reports that the printing ment workflow-focused messages are having more success industry is on the decline. The ecoin securing new equipment placements and capturing ad- nomic downturn and the proliferation of mobile computing ditional prints. have contributed significantly to the reduction in the numSetting up your customers for mobile printing is one so- ber of pages being printed. With this reality in mind, what is lution to address the BYOD movement. Almost every MFP a printing solutions company like OKI Data to do? Similarly, manufacturer has released a mobile printing solution for its what are traditional office technology dealers — our link to equipment and there is a host of third-party applications on the end user — to do? The answer, quite simply, is change. the market for both Android and iOS devices. The challenge The competitive landscape itself is changing. Attrition is finding the right solution(s) that both your sales team can has consumed approximately 35 percent of the BTA indusdemo and your service team can support. try over the last seven or eight years. With fewer players, Another solution is to assist your customers with simple those that remain are larger and have the opportunity to file-sharing strategies that enable them to seamlessly move compete for bigger-dollar deals. Furthermore, those dealers documents between their PC, cloud-based storage and mo- who embrace the new business model of diversification and bile devices. This could be as simple as setting up a cloud- choose to become total solution providers are those who based document storage account, such as Box (www.box. will be best positioned to succeed in the emerging e-conocom), which, for a minimal investment, enables customers my. On the other hand, those who do not evolve will likely to access, edit and share documents from any PC, tablet not survive. or smartphone. An added solution is to demonstrate how This is an exciting time for our industry and our channel an MFP can be set up to scan documents into the cloud or partners — a time of tremendous opportunity. As technolto the client’s PC to initiate the document workflow pro- ogy continues to evolve and as the marketplace embraces cess. This does not have to be a complex solution; in fact, new technologies, manufacturers and dealers alike are the easier, the better. The goal is to educate your customers seeking ways to remain relevant and competitive in the proabout the solutions available in the market and help them vision of services that are essential to their customers. So to develop and deploy some simple strategies around these whether you are a BTA dealer, a managed services provider 18 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Cover Story Dec 12.indd 5

12/5/12 5:04 PM

The TOTAL

Managed Print Software SOLUTION FMAudit is the most utilized MPS software in the world!

Using FMAudit managed print solutions you will: • Remotely install, maintain and update software with limited IT staff involvement • Maintain 100% control of your data—no third party has access to your data • Reduce overhead, automate processes and increase sales

Schedule a DEMO with FMAudit TODAY! www.ECiSolutions.com/MPS or 800-440-8664 ext. 89172 800-440-8664 Ext. 89172 • fmaudit@ECiSolutions.com • www.fmaudit.com ECi, FMAudit and the ECi Red Box logo are trademarks or registered trademarks of eCommerce Industries, Inc. All rights reserved.

FMAudit ad Jun 12.indd 1

5/14/12 9:41 AM

or an IT VAR, the key to remaining viable channel partners — is evident through Strategic alliances are and competitive in this emerging marthe products and services we are bringketplace is to become a total solution ing to market. Beyond traditional MFPs, a great way to build provider — transitioning into a servicewe have expanded our broad portfolio your company and oriented business model in order to own of printing solutions to offer new A3 broaden your suite of and maintain all aspects of your customcopier-based color MFPs within the services to suit your ers’ technology business. channel that include a comprehensive clients’ current and This is largely a customer-driven busithree-year service package. In addition, ness model as the market moves toward OKI has a line of label and point-of-sale emerging needs. single-source providers. Customers no printers so our channel partners can longer want to deal with one provider for provide a complete suite of printing soprinter and copier/MFP hardware, another for IT services lutions to their customers from the sales desk to the front ofand yet another for managed services. Rather, they are seek- fice to the shipping dock and everywhere in between. These ing the economies and efficiencies that go with a single- hardware offerings, coupled with connectors and enablers source engagement. Therefore, those who embrace the ser- (turnkey software applications), deliver a total office soluvice model — either on their own or through their partners tion package that your customers desire. — and diversify are those who are most likely to succeed. Through ongoing collaboration with our partners, OKI How does this evolution take place? As the saying within continues to receive more direct feedback about the chalour industry goes: build, buy or borrow. That is to say, develop lenges and opportunities within the channel. This feedback your own offerings, acquire another entity that has what you allows us to continue to evolve and become an even better need or partner. Strategic alliances are a great way to build partner. Moving beyond the traditional classifications by your company and broaden your suite of services to suit your which we have been known, and toward becoming more hoclients’ current and emerging needs. This sort of collabora- listic, single-source providers are the keys to success within tion allows you to become that single-source provider to your the new e-conomy. customers — going deeper and wider within their organizations while blocking out competition. Ricoh Americas Corp. As your clients’ workplaces become increasingly mobile, Jim Coriddi, Vice President, so, too, does their need to be able to access data anywhere, Dealer Division at anytime. Given this trend and the feedback received from Change has been the constant dealers — our link to the end user — OKI has developed within our industry throughout 2012, and/or partnered to provide solutions to meet these needs. and as we look ahead to the coming Examples include mobile printing and cloud-based data year, Ricoh believes that it will only sharing solutions, to name two. accelerate in 2013. Similarly, hardware is evolving to meet these needs. Take We are working closely with our MFPs, for example. MFPs are increasingly desirable within dealers on ways to be ahead of the curve and ultimately workplaces of all sizes as they serve both hard-copy and dig- help their customers. Today, our dealers have deep customital needs in a single device. MFPs optimize workplace pro- er relationships and already go beyond providing printers ductivity, which is always desirable; the ability to do more and multifunction products (MFPs) by offering valuable with less is a common theme in today’s workplace, as there services. In the future, there is opportunity to deepen those are often fewer people and fewer resources available to get relationships and become trusted advisors — helping custhe job done. tomers solve business challenges. MFPs are a company’s on-ramp to electronic content The world is seeing rapid globalization, increasing emmanagement (ECM), converting hard copy into digital ma- ployee mobility, new generational work styles, exploding terial and providing the tools necessary to route content, information volumes, mounting cost pressures and IT inrestrict access to content or enable the sharing of content. frastructure changes. These trends are translating to speECM incorporates security features, printing and cost con- cific customer challenges: empowering mobile workers, introls, and connectors to various solutions and content shar- tegrating home offices, providing data accessibility across ing tools. As a result, MFPs are becoming increasingly func- locations and platforms, and enabling the bring-your-owntional and in demand within the marketplace. device (BYOD) phenomenon. OKI’s commitment to the channel and how it has evolved Challenges like these affect every business of every size as a company — based on the feedback we receive from our in one way or another. Companies need better ways to 20 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Cover Story Dec 12.indd 6

12/5/12 5:04 PM

Happy Holidays! from

Thank you for your continued support and business this past year. As a token of our appreciation, we are happy to provide you with this special holiday offer on your next order!

Exclusive Online Offer!

OFF

When you Purchase $250 or more!

PROMO CODE:

10offdec

Promo valid thru December 2012 only

ACM Technologies, Inc. • 2535 Research Drive, Corona, CA 92882 1.800.722.7745 • askacm@acmtech.com • www.acmtech.com * Valid on remanufactured and compatible supplies only. Does not include OEM equipment and supplies. Valid in the continental US only. Offer expires December 31, 2012. All brand names and trademarks are the properties of their respective holders. Not responsible for typographical errors and inaccurate specifications. © 2012 ACM Technologies, Inc. BTA1212

ACM ad Dec 12.indd 1

11/20/12 11:34 AM

capture valuable information, add valclass of products is ubiquitous. It is our ue to that information and distribute responsibility to give our mutual cusCompanies need better it to the right people at the right time tomers the best offer and value for their ways to capture valuable in the right form. Together, with our businesses and, ultimately, their botinformation, add value dealers, we are solving these problems tom lines. Understanding that most of to that information and through our business information soluthe BTA dealers in the United States are distribute it to the right tions approach, which brings together following this model, we recommend technologies, services and expertise that they start this by disrupting the people at the right time that can help to measurably improve cycle and attacking competition this in the right form. business performance. way. Similar to the impact that manOur dealers across the country are reaged print services (MPS) has had on porting that they are successfully expanding their business- box-pushing printer sales in IT, this disruption can change es — and differentiating themselves — with this approach. the way customers value your company and the solutions Furthermore, the Ricoh ChaMPS program has given Ricoh, that you provide. Savin and Lanier dealers a powerful menu of IT and profesWhat will be the most significant challenges dealers will sional services to offer to new and existing customers. With face in 2013 and how can they best address them? With the ChaMPS, our dealers have added more capabilities to their proliferation of MPS and IT resellers’ ability to sell bundled portfolio of offerings without the infrastructure startup solutions with manufacturer or third-party services, there is costs required to create services from scratch. These offer- going to be pressure from the inside — from the CIO and the ings enable dealers to be the single source for a customer’s CFO. We believe that the best defense here is a strong offense; needs and include: embrace not only MPS, but also behavioral management. n On-site professional services for information capture, Change the way the workgroup behaves; do not just manworkflow and distribution age pages, manage the entire workflow. Some changes can n IT services for proactive network monitoring and man- include driving color or 11-by-17 to centrally located devices agement or putting appropriate A4 devices in the workgroup. Printn Project management services ing needs to be seen as part of the organization’s workflow n Production services and an important part of the work environment. Purchasing n Commercial imaging services decisions need to be more strategic and seen as more integral Through ChaMPS, we are providing intensive training to the organization. to help dealers around the country become Ricoh Certified What notable changes in demand/needs/expectations Professional Services Providers and Ricoh Certified IT Ser- do we anticipate from end users in 2013 who are seeking vices Providers. That is how end users will know that their to buy or lease new office technology (MFPs, printers, etc.)? local dealer is prepared to provide the true business infor- With bring-your-own-device (BYOD) initiatives, as well as mation solutions they need. the rapid growth of the corporate-equipped mobile workforce, end users are going to demand more mobile access Samsung Electronics both “up” in scanning to and “down” in printing from the America Inc. cloud. Minimum requirements are going to evolve from Tod Pike, Senior Vice President, pages per minute (ppm) and RAM to mobile access, secuEnterprise Business Division rity and multi-platform (Android, Windows Phone and iOS) The greatest opportunity for deal- compatibility. Customers are more likely to choose a proers today and in the future will be vider based on a total solution approach that satisfies the to disrupt the cycle of simply replac- needs of a mobile workforce. ing large A3 multifunction devices What do we see as the additional characteristics of the (MFDs) in every workgroup. Year af- office technology dealership that is best positioned for sucter year, customers, vendors and even dealers take a look at cess in 2013? Beyond disrupting the cycle of “refresh/rewhat they (or their customers) have on lease and just look hash,” the successful office technology dealership today will to meet the spec and maybe get a faster model. Not often look beyond printing and scanning to other technology that enough are the actual needs of the user, the workgroup or revolves around content creation and collaboration, and the business in general taken into consideration. approach them vertically. The education vertical is a great A small percentage of page volume in the United States is example, which spans from K-12 to higher education. Office printed or copied onto 11-by-17, while the acceptance of that technology dealerships that provide classroom and campus 22 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Cover Story Dec 12.indd 7

12/5/12 2:29 PM

MWAi ad Dec 12.indd 1

11/30/12 10:34 AM

collaboration with tablets, PCs and Dealership personnel should be Dealership personnel Chromebooks, as well as Google Cloud equipped to take the conversation from Print and print solutions are going to difa price discussion on MFPs to an overshould be equipped to ferentiate themselves. A dealership that all efficiency proposal for office technoltake the conversation addresses education customers and their ogy solutions. One of the greatest assets from a price discussion need for integrated mobility will be inthe dealer community has is the trust it on MFPs to an overall creasingly important. Solutions that ashas built with its customers. As a result, efficiency proposal sist education customers with improving many end users look to their dealers for teacher effectiveness and provide adminguidance on offerings that will best asfor ... solutions. istrative efficiencies will likely be sucsist their business growth, while concessful. Reducing wasted pages and insidering specific business needs. By extegrating into existing management systems such as Pharos panding their knowledge and expertise to include a broader or Equitrac will allow immediate cost reduction at the stu- portfolio of IT products, dealers have the opportunity to dent, instructor and administrator levels. Finally, building a strengthen the bonds with their customers based on how efdigital signage practice ranging from in-classroom teaching ficiently a customer’s needs are recognized, addressed and solutions to on-campus signage is also a natural path for an met. In the end, the opportunity for complete customer satoffice technology dealership. They are very similar business isfaction becomes a profitable asset that can help expand models and a great way to differentiate and find new revenue the dealer’s business. streams in 2013 and beyond. In 2013, dealers that will be best positioned for success will understand how to fully leverage the capabilities of a Sharp Electronics Corp. smart MFP through service offerings and customer supMike Marusic, Senior Vice President, port. This integration is already available in the intuitive Marketing & Business Solutions Sharp OSA® platform and many unique device features, such Group as keyboards and security offerings. In 2013, Sharp expects market exWith expanded MFP capabilities, a dealership will be pansion opportunity for dealers and able to drive a more integrated approach with its customresellers to come through the man- ers. Sharp has seen firsthand the innovative ways its dealers aged service offerings they provide are able to integrate office technology, such as a Sharp MFP current and prospective customers. with a Sharp AQOUS BOARD™ Interactive Display System, to The expansion into an IT-centric company will come through unify workflows and enable end-user collaboration and effileveraging a dealer’s networked MFP knowledge and provid- ciency. These examples show how a dealer can be successful ing additional workflow and IT services. The future success in upgrading his (or her) office technology dealership into of a dealer’s business will be based on the foundations of IT a sustainable, IT-centric services and offerings dealership capabilities developed or enhanced in 2013. that generates new business growth and drives opportunity The incredible opportunity is born out of the current into 2013 and beyond. challenges of business today, and we expect that in 2013, We wish all of the dealer community continued success the economy will remain the most significant challenge for in 2013. dealers as well as their customers. Since overall economic growth is still uncertain heading into the new year, dealToshiba America Business ers should be prepared to operate as efficiently as possible, Solutions Inc. managing cash flow in a way that will position their comMark Mathews, President & Chief panies for success. Even as dealership offerings expand to Executive Officer include service-based offerings, end users will still be costBy expanding our footprint within conscious with their imaging budgets. Efforts to improve a number of vertical markets includoperational efficiencies will help dealers compete with the ing health care, education, financial threats of IT providers looking to move in on the document services and retail, Toshiba is pleased and managed services space. As in any industry, a balwith our success in 2012. However, anced approach of maintaining the core business of man- we also understand this success was made possible only aged print services (MPS) while expanding into document through the efforts of our valued dealer partners. management, workflow and IT managed services will allow As the new year approaches, we look forward to continudealers to expand their businesses profitably. ing our commitment to providing our dealer network with 24 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Cover Story Dec 12.indd 8

12/5/12 5:20 PM

LMI ad Dec 12.indd 1

11/28/12 9:38 AM

industry-leading products and services Through our constant dialogue with that distinctly address their customers’ our dealer network, Toshiba under... Toshiba understands specific needs and applications. stands that outfitting our end users with that outfitting our end Although Toshiba invests significantindustry-leading document workflow users with industryly in R&D to develop award-winning management products is only part of the leading document multifunctional products (MFPs), we equation. As companies’ needs continue workflow management are distinctly aware that dealers need to to evolve, we remain committed to supdo more than just replace a customer’s plementing our award-winning office products is only part copier/MFP or printer. Because of this technology products with best-in-class of the equation. understanding, we have been on the professional services to address — and forefront of providing our partners with perhaps even surpass — those needs. comprehensive managed print solutions to complement our award-winning MFP lineup. Xerox Corp. As financial professionals struggle to reduce their comDouraid Zaghouani, President, pany expenses in a still sluggish economy, we are providChannel Partner Operations ing our customers with best-in-class solutions to increase We believe customer relevance the efficiency of paper and toner usage while saving on their is one of the most effective ways for overall printing costs. dealers to grow their businesses in a To further enhance printing efficiency, Toshiba is introvery competitive marketplace. Stayducing the latest iteration of our industry-recognized Ening connected and offering valuecompass assessment tool early next year. Encompass 2013 added services are basic techniques, will provide our sales force with the capability to perform but they work. The more simplicity dealers can bring to their a visual and real-time assessment of a customer’s current customers, the better. document workflow through the use of tablets or standard A true value-add service that simplifies business is mandevices. This state-of-the-art tool not only gives the end user aged print services (MPS). We believe the growth of MPS is an understanding of his (or her) business’s printing needs, the single greatest opportunity in the market. We expect to but it also provides the sales team with the ability to create see 22-plus percent CAGR in managed print from mediumand implement a solution resulting in greater efficiency for sized businesses over the next two years. To address this the customer. growth, Xerox will broaden its print services portfolio with: In 2013, Toshiba believes end users will also desire more n Xerox Partner Print Services — A set of services and comprehensive business communications applications. With tools that help businesses better manage their printing inthis in mind, we launched Toshiba Managed Business Servic- frastructure and reduce costs. Partners have the flexibility es in Q4 of this year. With the advent of our new services-ori- to build their own branded capability while taking advanented organization, Toshiba is investing significantly to pro- tage of the training, services, supplies, software and techvide enterprise customers with a partner that can help them nology support provided through Xerox. print smarter, work smarter and communicate smarter. This n NewField IT integration — Our acquisition of NewField organization will offer an extended suite of services, includ- IT allows for even faster implementation of MPS. Through ing managed print services, document capture and workflow, consulting and software services, we can track the usage document and device security, digital signage solutions and patterns of document devices so workplaces small to large retail POS/kiosk solutions. are better able to monitor and manage the use of the devices As was the case in 2012, we understand the continual ne- and their overall print-related costs. cessity of safeguarding sensitive end-user information. With The competition is tough for managed print as the market the threat of costly information breaches becoming more becomes more tuned into the offering. Managed print tools prominent, we help protect end-users’ sensitive informa- are improving and there are more competitors in the market, tion — while meeting current data protection compliance driving more engagements and potentially lower margins. laws — by adopting a wide array of security applications Competing successfully in managed print means more throughout our MFP lineup. To ensure users are taking ad- than just offering the service — one needs to lead a sophisvantage of the many security features and document imag- ticated, high-margin MPS practice. Those with MPS compeing rights management tools within our products, Toshiba tency can extend their base or extend their market footprint continually updates and educates our dealers and end users by taking advantage of the growing interest in MPS by inon how to best optimize these features. vesting in marketing. Yes, marketing. 26 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Cover Story Dec 12.indd 9

12/5/12 5:05 PM

this as a significant, disruptive force. While it tends to be an activity rel... Our data clearly To build on the opportunity, dealers egated to an intern or after-working will see more sophisticated controller hours by many dealers, our data clearly outlines that the partners platforms that enable workflow soluoutlines that the partners that invest in that invest in marketing tions, mobility and security. By intemarketing see far greater returns than see far greater returns grating Cisco and McAfee technology, those who stick to a minimalist marketthan those who stick for example, Xerox brings enhanced ing philosophy. Take advantage of free to a minimalist enterprise-level security and control to co-branded marketing tools and funds all users. Add software solutions to that to expand your reach. marketing philosophy. workflow and dealers can obtain an The convergence of print and IT proeven higher level of customer relevance. vides another challenge and opportuWhat notable changes in demand/needs/expectations do nity. Many dealers are taking advantage of the market convergence by either partnering with or even buying an IT or we anticipate from end users in 2013 who are seeking to buy managed service provider. Others are simply hiring IT ex- or lease new office technology (MFPs, printers, etc.)? Pressure on capital budgets has not let up. We expect to see endpertise and building a practice within. Increasingly, partners do not want to be limited to print- usersâ&#x20AC;&#x2122; interest in leasing equipment continue to increase as only conversations. Xerox has built a platform of cloud ser- they shift expenses to their operating budgets. ď Ž Brent Hoskins, executive director of the Business Technology vices to support its partnersâ&#x20AC;&#x2122; moves to IT. Xerox partners Association, is editor of Office Technology magazine. can resell these cloud services to expand their relationships He can be reached at brent@bta.org. and share of wallet within their current customers. We see

www.officetechnologymag.co m | D e c e m b e r 2 0 1 2 | 27

Cover Story Dec 12.indd 10

12/5/12 2:29 PM

Fall Colors Retreat BTA Southeast hosts district event in Waynesville, N.C. by: Brent Hoskins, Office Technology Magazine

ffice technology dealers from throughout the Southeast gathered Oct. 26-27 in Waynesville, N.C., for the annual Fall Colors Retreat to learn new strategies for success, evaluate the products and services of exhibiting companies, and network with one another. Hosted by the BTA Southeast district, the retreat was held at the Waynesville Inn Golf Resort & Spa. “While the setting is beautiful — a historic lodge amidst the fall colors — the event seems to outdo itself every year,” said Debra Dennis, immediate past president of BTA Southeast and the district’s representative on the national BTA Board of Directors. “Those who attend are very aware of the value this retreat offers in terms of providing an excellent opportunity to learn from and connect with others in our industry.” The Fall Colors Retreat featured three educational sessions: “How to Use Social Media in Your Dealership,” with Darrell Amy, Dealer Marketing Systems; “Coaching Sales Performance,” with Troy Harrison, SalesForce Solutions; and “Managed Services for the Small-to-Mid-Sized Dealership,” with Chris Ryne, Growth Achievement Partners. The retreat also featured a round-table discussion, “Marketing: What is Working? What is Not?,” led by the BTA Southeast district dealer volunteer leadership team. In addition, there was an opening cocktail reception, which included time to visit with the exhibitors, a closing dinner and the opportunity to enjoy the sites of the Waynesville area. The nine exhibiting sponsors at this year’s retreat were: ACM Technologies, Color Imaging, DocuWare, GreatAmerica Financial Services, InkCycle, LEAF, OKI, Smart Power Systems and Square 9. The next education and networking event to be hosted by BTA Southeast will take place Feb. 8-9, 2013, at Rosen Centre Hotel in Orlando, Fla. For more information, see the ad on pages 2-3 in this issue or visit www.bta.org/ BTASoutheastEvent. The next Fall Colors Retreat will take place Oct. 25-26, 2013, in Waynesville.  Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine.

Clockwise from top: The retreat featured three educational sessions; exhibitor ACM representative Tom Walker (left) visits with attendees; presenter Chris Ryne; the opening reception provided attendees time to visit with exhibitors and one another; exhibitor Square 9 representative Dan Walsh (seated) visits with attendees; attendees Tim Renegar (left) and Jeff Jehn listen intently during one of the educational sessions.

28 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

BTA SE Dec 12.indd 1

12/5/12 5:06 PM

Managed Services E

Clockwise from top: The retreat began with a round-table discussion led by BTA Southeast’s dealer volunteer leadership; presenter Darrell Amy; Christopher DiReda, representing opening cocktail reception exhibiting sponsor OKI, addresses attendees; exhibitor Smart Power Systems representatives Debbie Sheldon ( far left) and Howard Sandler visit with attendees.

Clockwise from above: exhibitor DocuWare representatives Mary Williams (right foreground) and Greg Schloemer visit with attendees; BTA Southeast Immediate Past President Debra Dennis welcomes attendees as the retreat gets underway; presenter Troy Harrison; the main lodge of the Waynesville Inn Golf Resort & Spa.

mphasizing that it is a particularly good fit for the BTA channel, Chris Ryne, a partner in Growth Achievement Partners and co-instructor of the BTA Managed Services Workshop, explained how the pursuit of managed (IT) services — the day-to-day running and administration of customers’ networks — can drive company growth and is not the daunting task that some may assume. Ryne presented “Managed Services for the Small-to-Mid-Size Dealership” at the Fall Colors Retreat. “Some dealers have been in the IT services business before and decided it was not the right move for them,” he said. “Today, the business model has changed considerably. This is not a work-and-bill type of scenario, like it was before. And it is certainly not selling IT hardware. It is a different business.” Ryne asked attendees to think about their core business and past business ventures they have pursued that brought in additional revenues, along with those ventures that did not go well. “Hopefully, the latter is a very short list, but there have probably been things that you’ve introduced that just didn’t go well from a sales perspective,” he explained. “More often than not, it was probably because it did not line up with your core competencies.” When one considers today’s managed services opportunity, the nature of the business aligns well with the four primary core competencies of the office technology dealership, Ryne said. They are: adhering to a business model and metrics; selling a monthly payment; focusing on recurring revenue streams; and building customer relationships. Given these core competencies and the nature of the managed services business, Ryne declared the opportunity as the “next natural step for the ‘technology-oriented service provider,’” which he described as a more appropriate descriptor than “copier dealership.” He reminded dealers that they have been technology-focused all along and, with the transition from analog to digital, became providers of devices (MFPs) that have hard drives and microprocessors. “You’ve got credibility in and around the network,” he said. “Your devices, frankly, are computers. They happen to put black dots or color dots on paper, but they’re computers.” Noting the growing nature of the IT services market, driven in part by the rise of mobile and cloud computing, Ryne described the opportunity as a promising source of organic growth. “I know one dealer [with a $30 million company] who has visions of making managed services 30 percent of his recurring revenue within three years,” he said. “His statement to me was, ‘I’d rather have 10 percent of a watermelon [growth market], than all of a grape.’” Ryne advised dealers pursuing the managed services business to do so through a combination of both a building strategy and a partnering strategy. Specifically, he said, dealers should build their own internal, staffed help desk for basic support, but partner with a third-party managed services provider (MSP) for the fully managed remote monitoring solution, system management, remote remediation, etc. The MSP will provide the remote monitoring and service, Ryne explained, but the local “technology-oriented service provider” will handle all of the sales, account expansion and retention, and any on-site support, such as reinstalling a hard drive or adding RAM. He noted that MSPs don’t have the “feet on the street” and, so, “they need you and they will give you account control. They really will.” n —Brent Hoskins www.officetechnologymag.com | D e c e m b e r 2 0 1 2 | 29

BTA SE Dec 12.indd 2

12/5/12 12:12 PM

Capture the Magic BTA West hosts district event in Las Vegas by: Brent Hoskins, Office Technology Magazine

osted by BTA West, the second annual Capture the Magic event took place Nov. 15-16 at the Mandarin Oriental in Las Vegas. Like all of the association’s district events, it was designed to provide dealers the opportunity to network with fellow dealers, learn from experts, and gather new ideas and strategies. Capture the Magic featured seven educational sessions: “The Consumer Revolution: Are You Positioned to Survive in this Evolving Industry?” with keynoter Ron Books, ECi Software Solutions; “Meet the Fockers,” with Mike Stramaglio and Jenna Mammoser, MWA Intelligence (MWAi), and Markus Brinsa, Paessler AG; “Lessons in Leadership for Dealership Transformation,” with Kim Ward, Learning Outsource Group; “Tomorrow’s New & Broadening Technologies,” with Frank Cannata, Marketing Research Consultants; “Sales Compensation: How to Analyze & Strategize,” with Luis Gonzalez, SalesScoreKeeper LLC; “Landing & Conducting the Right C-Level Meetings,” with Kate Kingston, Kingston Training Group; and “Mobile Transformation: The Impact on the Office Technology Industry,” with Randy Dazo, InfoTrends. The event provided attendees opportunities to visit with 35 exhibiting sponsors: BEI Services, Buyers Lab, CAPSYS, Color Imaging, Compass Sales Solutions, Crawford Thomas, Digital Gateway, DCS, DocuWare, ECi-FMAudit, EDA, ESHA, ESP, Evolved Office, Falcon Technology Solutions, FileBound, GE Capital Office Imaging, GreatAmerica, Hytec, InkCycle, Katun, LEAF, MSE, Muratec, MWAi, NA Trading and Technology, OKI, Parts Now, PNC Equipment Finance, SalesChain, Smart Power Systems, Square 9, Supplies Network, Toshiba and West Point Products. Capture the Magic ended with an evening at the MGM Grand Hotel & Casino for Cirque du Soleil’s KÀ performance. The next BTA district event, to be hosted by BTA Southeast, will take place Feb. 8-9, 2013, in Orlando, Fla. For more information, see the ad on pages 2-3 in this issue or visit www.bta.org/BTASoutheastEvent.  Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine.

Photos by Bobby Deal

Clockwise from top: Presenter Ron Books addresses attendees as the Capture the Magic keynoter; presenter Kate Kingston; (left to right) dealer attendees Chris Kugel and Bill Kugel visit with exhibitor Square 9 representative Walt Alves during a break between educational sessions; presenter Luis Gonzalez; the agenda included a number of opportunities for attendees to visit with one another and exhibitors.

30 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

BTA West Dec 12.indd 1

12/5/12 12:20 PM

Embrace Change P

Clockwise from top: Attendees listen to one of the seven Capture the Magic educational sessions; presenter Kim Ward; presenter Mike Stramaglio; the schedule included many opportunities for attendees to visit with the 35 exhibiting sponsors, whose tables lined the walls of the ballroom where the educational sessions took place.

Clockwise from above: Exhibitor ESP representative David Sansenbach (left) congratulates dealer attendee Frank Fukui, ESP’s prize drawing winner, as other exhibitors await their turns to draw for prizes; presenter Jenna Mammoser; presenter Randy Dazo; event emcee and BTA West president Mike Ehlers.

roviding reminders of businesses that have failed due to an unwillingness to change, as well as success stories of those businesses that have embraced change, Ron Books, president and CEO of ECi Software Solutions, challenged dealers to take a close look at the direction their businesses are headed. He shared his counsel during Capture the Magic’s keynote presentation, “The Consumer Revolution: Are You Positioned to Survive in this Evolving Industry?” “Our industry is changing,” Books said. “I’m not telling you anything that you don’t know. Page volumes are going down. The world is going digital. People are using less ink and toner. There is a tremendous shift taking place in the industries that we serve. We have got to figure out ways to react to these changes.” Books noted that in past years, the advice has been to “stick to your knitting — stick to what you’re good at.” The advice is no longer appropriate, given the nature of today’s world, he said, sharing comments from Jeff Bezos, CEO of the highly successful Amazon.com. “He makes the point that this [stick to your knitting] is not such a great philosophy,” he explained. “As the world is changing around you, your customer and business are changing as well. You’re going to be forced to change.” Emphasizing that a reluctance to change can lead to failure, Books cited the example of Blockbuster. “They had a huge brand name; they did an incredible job,” he said. “They had the market cornered in terms of video and game rentals.” However, he said, as consumers began to demonstrate a preference for online video rental services and kiosks, Blockbuster ignored the trends and remained focused on opening more stores. Meanwhile, “companies like Redbox and Netflix saw the opportunity,” Books said, noting that Blockbuster is now in the process of closing stores nationwide. “This is one of the biggest examples of a company that ignored what was going on around them.” In contrast, a company like Amazon has embraced change, Books said, describing Bezos’ “philosophy on business and the way he thinks about it, especially as it pertains to change” as “quite amazing.” In interviews, he said, Bezos has explained: “‘We don’t talk about what we are good at; we start every conversation and every business strategy looking at the consumer. Let’s look at the customers and their shift in what they are doing; what’s important to them, how they want to buy. It starts with that.’” Books encouraged dealers to likewise make sure they are paying close attention to trends among their customers — not just in their buying preferences, but the technology they now are using (such as numerous mobile devices) and the business services they require. “With the end-user’s expectations changing and the world changing, we have to adapt our businesses or we will not survive.” Books noted that ECi Software Solutions itself is working to change with the times. “I can tell you that we are moving aggressively into managed services,” he said. “We are looking beyond the copiers, printers and devices we are used to capturing, to how we can capture information on servers, routers and switches. The shift is taking place. To be a better technology provider, you guys have to be open to change, too. I think we can do it together. There will be a lot of opportunities for us to succeed.” n —Brent Hoskins www.officetechnologymag.com | D e c e m b e r 2 0 1 2 | 31

BTA West Dec 12.indd 2

12/5/12 12:21 PM

Toshiba’s LEAD 2012 Manufacturer hosts dealer, end-user conference by: Brent Hoskins, Office Technology Magazine

ocused on providing an educational event for both dealers and end users to learn more about strategies for success in such areas as managed print services and managed IT services, Toshiba America Business Solutions Inc. (TABS) hosted its LEAD 2012 Conference on Nov. 12-14 at Caesars Palace in Las Vegas. The conference drew 295 dealership personnel and 149 end users. “What do we have in store for you these next two days?” asked Mark Mathews, president and CEO of TABS, as the dealer-focused first day of the conference got under way. “From Toshiba’s perspective, today is all about you. We will be delivering content and materials that will not only help you expand your business, but will make you more profitable.” The conference schedule transitioned to a different reference point on the second day. “Tomorrow, we are going to shift gears to focus on end users — the people who pay your bills and our bills,” Mathews said. “We are going to show them the strength of the new Toshiba solutions.” LEAD 2012 was the second Toshiba conference to include end users. “Last year’s conference was a testimony to holding an event where we can really showcase Toshiba’s strengths and reveal content that is relevant to the customer,” Mathews explained. “We tracked last year’s customers who attended and we are literally able to tie millions of dollars in sales to the customers who came to that event.” Mathews reported that the registered attendance at LEAD 2012 doubled that of last year’s conference. He encouraged those dealers who had not brought end users as their guests to do so next year. “Grab the ones you want to convert and move to Toshiba and get them out here,” he advised. “It is a wonderful mechanism to do that.” In his welcoming remarks on the first day, Mathews told dealer attendees that the educational focus of the conference would be on three areas. “The first one is our most important strategic initiative — MPS,” he said. “We’ll be focusing on implementation and execution of MPS. “Next, we’re going to focus on expanding your business through new services and channels,” Mathews continued. “We are going to introduce you to some product categories

Above: Toshiba’s LEAD 2012 Conference featured a Product Fair where dealers could learn more about Toshiba and various third-party vendor products; on the second day, the Product Fair was focused on Toshiba products. Right: Mark Mathews, president and CEO of Toshiba America Business Solutions Inc. (TABS), addresses dealers during the first day of the conference. that are rapidly expanding and extremely profitable; product categories that are extensions of what you do today. And last, but not least, we will talk about the very hot topic of managed IT services.” LEAD 2012 featured two educational tracks for dealers — the “Sales and Management Track” and the “Technical and Consulting Track.” The first day featured such sessions as “Best Practices for Building a Lucrative Professional Services Business” and “CompTIA — Quick Start Guide to Managed IT Services.” The second day’s end-user educational lineup included such sessions as “Best Practices for Managing MFP and Printer Security” and “Digital Document Workflow for the Financial Services Industry.” As noted, a part of the focus of LEAD 2012 was the introduction of new product categories for dealers, reflected

32 | w w w. o f f i c e t e c h n o l o gymag.com | December 2012

Toshiba Dec 12.indd 1

12/5/12 12:31 PM

strong testament to the team and to the in the inclusion, for example, of an educaToshiba product lineup.” tional session on barcode printers. Math“ ... Toshiba ... will finish Much of the growth can be attribews reminded dealers that Toshiba has up on revenue and profit uted to TABS’ non-traditional business acquired IBM’s retail store solutions busiyear-over-year ... To be areas. Mathews reported that Toshiba’s ness which, combined with Toshiba’s own up and more profitable existing U.S. barcode business, for expoint-of-sale business, is now Toshiba is a strong testament ample, is up 27 percent year-over-year. Global Commerce Solutions. “They are Likewise, the company has experienced the number-one provider of retail pointto the team and to the growth in MPS. “Our MPS business has of-sale solutions in the world,” he said of Toshiba product lineup.” grown 19 percent year-over-year,” he the IBM business. “If you walk into any said. “That’s 19 percent year-over-year major chain and you see an IBM point-ofsale device, that’s now a Toshiba device. That will bring us a on a big number from last year. This is not a startup operation. This is a very mature business up 19 percent.” lot of new business in terms of major accounts.” Mathews concluded his remarks by thanking dealers. In his opening comments with dealers on the first day of the conference, Mathews also took the opportunity to share “We know that without ‘you,’ there would not be ‘us,’” he said. a brief update on TABS’ business performance. “We are fin- “You are the reason we get up and come to work every day. ishing up our calendar year 2012,” he said. “I will tell you So, we greatly appreciate your business and, more importhat Toshiba America will finish up on revenue and profit tantly, we appreciate the relationships and partnerships.”  Brent Hoskins, executive director of the Business Technology year-over-year. That is much better than some of our comAssociation, is editor of Office Technology magazine. petitors; I don’t want to name names, but you understand He can be reached at brent@bta.org. that it is a tough market. To be up and more profitable is a

www.officetechnologymag.com | D e c e m b e r 2 0 1 2 | 33

Toshiba Dec 12.indd 2

12/5/12 12:31 PM

BTA HIGHLIGHTS BTA would like to welcome the following new members to the association:

Dealer Members Associated Business Machines, Largo, FL Florida Copy Data, Vero Beach, FL S.O.M.A., Philadelphia, PA SOS Business Machines, Leesport, PA Vendor Associate Members LMI Solutions, Phoenix, AZ Sindoh America Ltd., Charlotte, NC UniNet, Hawthorne, CA For full contact information of these new members, visit www.bta.org.

Member Rewards Program Available exclusively to you as a member of BTA, you can now gain access to thousands of discounts and special offers on all sorts of popular products and services through BTA’s Member Rewards Program. Come explore offerings from companies like Amazon.com, AMC Theatres, Best Buy, Chili’s, Firestone, Red Lobster, Sprint, Target, T-Mobile and many others. Members can also save on admission to popular theme parks, new and pre-owned cars, memberships to warehouse buying clubs and more. These are exclusive offers available to active members of BTA. Sign up today and start celebrating your savings. To join, log in and click on the Member Rewards link from your profile menu. Visit www.bta.org/ MemberRewards for additional information. For information on BTA member benefits, visit www.bta.org/MemberBenefits.

For the benefit of its dealer members, each month BTA features two of its Vendor or Service Associate members in this space. BTA Vendor Associate member Printer Essentials is a direct importer and wholesaler of more than 2,000 compatible and remanufactured imaging supplies, including laser and copier toner; inkjet cartridges, paper and media; thermal transfer ribbons and cartridges; printer and P.O.S. ribbons; and more. As part of Media Solutions Holdings, which also owns Cardinal Cartridge and Imaging Resources, Printer Essentials comprises a vertically integrated supply chain dedicated to bringing quality products and world-class service to its customers. www.printeressentials.com BTA Service Associate member U.S. Bank Equipment Finance — Office Equipment Vendor Services has been offering customized financial solutions for the document imaging industry for more than 30 years. Offering more than just traditional leasing options, its financial products and services provide powerful invoicing capabilities, expert billing and collecting, and other value-added features. Office Equipment Vendor Services’ mission is to build a true partnership with you through ongoing education and training, integrated solutions for your needs, access to buyout and trade-up information, and more. www.usbank.com A full list of BTA Vendor and Service Associate members can be found online at www.bta.org.

34 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Highlights Dec 12.indd 1

12/5/12 12:35 PM

COURTS & CAPITOLS

Information Overload Establish sources & organize, secure & manage data by: Robert C. Goldberg, General Counsel for the Business Technology Association

ach morning I walk into the office and find more than 20 new emails in my inbox. Having considered myself a student my entire life, there has never been a time that I have felt more overwhelmed by information. Although my preference remains the printed page, electronic information and communications control my life. The office automation industry is changing rapidly and the information regarding the transformation is endless. Who do you believe? What is the proper course to profitability and success? How do I run my business and remain abreast of the most current information? Clearly, BTA provides many of those answers, but managing your information and that of your end users is paramount. Amid these tough economic times when business resources seem scarce, there is one thing that is not in short supply — information. Each year, individuals collect and create an overwhelming amount of information. According to recent statistics, the amount of information created by individuals annually is growing at a rate exceeding 65 percent. This makes complete sense when we find the average knowledge worker spends about 25 percent of his (or her) workday creating content and 15 percent of his time searching for information, both online and through paper documents. Interestingly, there is no statistic on what this worker does with the remaining 60 percent of his day, but I leave that to your conclusion. The simple truth is that individuals and businesses are drowning in data and documents. We have reached a level of information overload that was incomprehensible to many people just a few decades ago. Twenty-five years ago, digital data was measured in thousands of bytes — today it is measured in trillions. But despite the overwhelming increase in data creation, the average individual and business puts little or no thought into managing it. But the choice to neglect information overload can lead to serious consequences. Those who fail to take measures to assess and control their information and document processes are vulnerable to increased costs and risks. That is precisely why managed services and document management are such lucrative and necessary opportunities for BTA members. The widespread “save everything” approach has significantly added to the enormous costs of storing massive quantities of information. This is contrary to the popular misconception

that data storage is cheap. The true cost of data storage is much more expensive than the cost of disk space alone. The total cost of data storage for businesses includes network management, IT resources and other operational costs. Left unmanaged and unmonitored, data storage costs can truly grow out of control. BTA member dealers can provide cloud storage facilities, in addition to sophisticated software applications, to reduce these costs. It is essential for dealers to assist end users in organizing information for efficient and prompt retrieval. Information is of little value if you are unable to access it. There are many excellent applications in the marketplace to assist in document management. Having viewed demonstrations of many of these products, I am amazed at how much more simple it would be for my firm and its attorneys to use them to manage a mountain of information. Do not miss the opportunity to review these products at BTA’s next district event, Winter Break, hosted by BTA Southeast, Feb. 8-9, in Orlando, Fla. Perhaps even more threatening than the high costs associated with data storage is the costly and unpredictable danger of information loss. We are well aware of the risk of loss of valuable, confidential information to a departing employee, but there is an equal risk with individual and corporate information that is not properly secured. Prompt steps must be taken to secure information and data. Limit access to systems and sectors within those systems. When an employee leaves or is terminated, access to data must be ended immediately. Passwords need to be changed regularly. Emails should be purged or downloaded. Without managing data, the overload may become paralyzing. Rules-based categorization software can classify and securely store digital data that needs to be kept, while also implementing destruction procedures for sensitive information that should be destroyed. Information is knowledge and knowledge is the key to success. Establish reliable sources of information, organize your data, and secure and manage it for both yourself and your customers. BTA is the premier source for unbiased industry information and certainly can form the foundation of your planning. n Robert C. Goldberg is general counsel for the Business Technology Association. He can be reached at robert.goldberg@sfnr.com. www.officetechnologymag.co m | D e c e m b e r 2 0 1 2 | 35

Goldberg Dec 12.indd 1

12/5/12 12:05 PM

PRINCIPAL ISSUES

Your Core Message It can be a life preserver in a wild sea of change by: Teresa Hiatt, American Society of Training and Development

ne of the basics of identifying a business to potential customers is helping them understand the business’s sales message. This message can be the business’s value proposition, elevator pitch or even its tagline. Salespeople need a crystalclear understanding of the company’s message and they should be practiced at delivering that message in a consistent manner. This is often difficult for a sales organization to execute, not because it is complicated, but because it should be simple. Mixed marketing efforts and legacy sales tactics are what make it complicated. Remember, customers do not care about the company or what products it sells; they care about what impact the company can have on their businesses. In an effort to appeal to new customers or maintain the loyalty of existing customers, it may be time to give your company’s core message an update. It is a good business practice to look at your company’s core message on a regular basis to see if it remains aligned with the needs of customers. Today, customers are buying different products and services for different reasons, so it stands to reason that a sales organization cannot continue to sell to these customers using the same core message of value. Here are some good ways to determine if your company’s core message needs to be updated or if it needs to be more deeply embedded into your organization. First, does your business even have a core message? It is strange, but in many businesses, the core message has never really been defined and salespeople make up messages depending on what they feel comfortable selling. This can lead to confusion for customers, as they cannot really get a firm grip on why they should engage. This can leave a sales company open for competitors to exploit the vagueness of the message. Your company’s core message should be written down, talked about and trained to. And, it should be able to be recited by any member of your sales team. It does not have to be used verbatim with a customer (in fact, it should be customized for each customer when possible), but it should guide the opening conversation with any customer and be consistent with any marketing efforts. If you do not have one, get one and apply it

as soon as possible. If help is needed, there are consultants like salesoptimizer.com that will look at the impact sales organizations make with customers and help sales leaders define a value proposition. Is your core message focused on the customer? Remember, customers do not care about who you are or what you do; they care about how what you do affects their businesses. Here are some simple examples of non-customer-focused value statements: n “We are the premier provider of document management solutions.” n “We efficiently manage the flow of your information and documents.” n “We integrate a host of network management tools for your environment.” Here are some better examples of customer-focused value statements: n “We help customers maximize their investments in technology.” n “We can improve the flow of information to lower your processing costs.” n “Our network services can increase the ability to serve your customers.” Geoffrey James, author of the “Sales Source” column on Inc.com, writes about how this is a better way to communicate. “Because these messages address the customer’s business concerns, the customer can more easily understand how your firm and your offerings fit into what they are trying to accomplish,” James writes. If the core message of your company is focused on what you do, take time to update it with real benefits that you have provided to customers. Is your core message consistent with your sales support team’s activities? It is great when sales reps understand the value proposition, but the rest of the company also has to support it. It is not good when everyone else in the company is supporting a more services-centric core, but the marketing team is still using hardware-specific incentives to meet its objectives. It is great when sales leaders agree that MPS is the top deliverable, but if your service team does not agree to make that a priority in staff training and implementation, it fails. It is also important that those who manage back-office

36 | w w w. o f f i c e t e c h n o l ogymag.com | December 2012

Hiatt Nov 12.indd 1

12/5/12 1:34 PM

training that merely reviews a specific offunctions that provide proposal, invoice and fering. This is training that gives real-world billing support understand that the busiObviously, the success of examples of how customers can use the ness is changing and the systems and tools how well your customers full breadth of your products and services that are in use need to change to support understand your to deliver significant impact to customers. the new way of doing business. Too often, message depends ... on It should include role playing that is intersupport services personnel are not included how well your sales team active and hands-on with solutions, and in sales strategy sessions and only learn afit should be led by sales education profester the fact that sales customers are not getmembers understand sionals who know how to deliver effective ting what they need from these systems. your message. workplace learning sessions. If your sales Do you have an effective sales training training is currently predominantly newplan to support your core message? Obvihire based, is mostly eLearning or is staffed ously, the success of how well your customers understand your message depends first and foremost on with ex-salespeople who have little formal education training, how well your sales team members understand your message. it might be a good time to reorient your sales training function That requires a comprehensive, continuing education plan to something a little more relevant. Is your message real? Do not make the mistake of defining for your salespeople and sales support staff members. As new products and services are released and customers change your core message as what the company hopes to become. their buying profi les, sales training needs to incorporate the It is OK to take a little license and brag a bit, but your core offerings and customer expectations into regularly delivered message has to really reflect the actual, quantifiable benefits delivered to your customers. The best way to ensure this is to sales strategy training. This should be separate from product/services marketing back up your core message with real customer success stories. If a company cannot provide any examples of true ROI it has delivered that accurately mirrors the company’s message, it is not a core message — it is just “pie-in-the-sky” marketing. One of the most effective methods of presenting customer success stories is through video. Companies like mornintime productions.com can create customer success story videos that can easily be shared with potential customers. Just the physical exercise of reviewing your company’s message to customers can be effective; it can remind everyone to be aware of the image being portrayed to customers and help get everyone consistent with messaging again. For companies in the middle of an evolution to a different selling model to keep pace with customers, your message can be a life preserver in a wild sea of change.  Teresa Hiatt is currently the vice president of public relations for the Southwest Florida Chapter of the American Society of Training and Development (ASTD). She is retired from Ricoh Americas Corp., where she served for 10 years as the director of sales education, directing sales training teams and conducting research. Hiatt has served on industry panel discussions at national conferences with Gartner Research Group and CompTIA. She has delivered breakout sessions on sales training at the InfoTrends Office Document Technology Forum, SMT Sales Training conferences and BTA Channel Partner seminars. In 2009, Hiatt published “Fortify Your Sales Force” as a contributing author. It is a ground-breaking handbook for building a productive sales team. She can be reached at teresa@hiattaviation.com. Visit www.astd.org. www.officetechnologymag.com | D e c e m b e r 2 0 1 2 | 37

Hiatt Nov 12.indd 2

12/5/12 1:35 PM

ADVERTISER INDEX 21 • ACM Technologies Inc.

5 • DocuWare

23 • MWA Intelligence

(800) 722-7745 / www.acmtech.com

(888) 565-5907 / www.docuware.com

(800) 875-2371 / www.technologyunited.com/ecs

38 • Ask the Analyst

19 • ECi - FMAudit

7 • OKI Data

(800) 843-5059 / www.bta.org/AsktheAnalyst

(800) 440-8664 ext. 89172 / www.fmaudit.com

(800) OKI-DATA / www.okidata.com

9 • BTA Field Service Foundations

39 • The Imaging Channel

40 • Printer Essentials

(800) 843-5059 / www.bta.org/FieldServiceFoundations

www.theimagingchannel.com

(800) 965-1180 / www.printeressentials.com

33 • BTA Marketplace

25 • LMI Solutions

27 • PRO Dealer Group

(800) 843-5059 / www.bta.org/BTAMarketplace

www.lmisolutions.com/mpsproposals

(800) 843-5059 / www.bta.org/PRODealerGroup

2-3 • BTA Southeast District Event

13 • MSE

15 • Samsung

(800) 843-5059 / www.bta.org/BTASoutheastEvent

(800) 673-4968 / www.mse.com

(866) 726-4249 / www.samsung.com/mpa

37 • Business Equipment Quota Index

11 • Muratec America Inc.

17 • West Point Products

(800) 843-5059 / www.bta.org/BTABEQI

(469) 429-3481 / www.muratec.com

(855) 293-7780 / www.westpointproducts.com

38 | w w w. o f f i c e t e c h n o l o gymag.com | December 2012

38OT1212.indd 1

12/5/12 12:49 PM

Your link to the business and people of managed print. in-depth features channel profiles industry Q&A expert analysis vertical profiles industry experts hardware profiles channel pulse and much more

The Rules of MPS

INSIDE: Defining the Indefinable: The Rules of MPS pg. 20 We can see the results, feel the power and know they are real, but the rules of MPS are not easy to define.

The Laws Your Clients Contend With pg. 12 There’s a lot to consider when “assuming responsibility” for clients’ devices, especially in light of today’s privacy laws.

Five Things to Consider When Developing Your Mobile Field Service Strategy pg. 33

theimagingchannel.com

April 2012 Volume 3, No. 2

Mobile technology has become a necessity in the service business

The Evolution of MPS INSIDE:

The Evolution of MPS: A Matter Of Perspective pg. 24 From papyrus to paper, the evolutionary path of MPS, like most technologies, is a long one. Its direction, however, depends largely on your perspective.

M&A Activity Connects Print With Other Services pg. 15 A new strategy of reshaping business serves to combine and conquer the ever-changing marketplace.

Already have one? Make sure your colleagues are in the know. Sign them up for a subscription.

Avi Resort & Casino Hits the Jackpot With MPS pg. 30

theimagingchannel.com

July 2012 Volume 3, No. 3

This Nevada casino got on board with MPS and cut printing costs by more than 65 percent.

theimagingchannel.com twitter.com/ImagingChannel linkedin.com/groups/Imaging-Channel-2737017

Recharger ad Aug 12.indd 1

magazine

website

e-bulletins

events

7/27/12 1:12 PM

PRSRT STD U.S. Postage Paid Fulton, MO 65251 Permit #38

OfďŹ ce Technology Magazine Business Technology Association 12411 Wornall Road Kansas City, MO 64145 (816) 941-3100 www.ofďŹ cetechnologymag.com www.bta.org

START saving SavE timE. SavE mOnEy. SavE On thE hEadachES and thE StRESS. Printer Essentials offers the largest selection of compatible imaging, copier and power products in the industry. Quality products with rigorous testing - backed with a 100% Satisfaction Guarantee but manufactured to stop potential problems BEFORE they reach your customer. We give you the freedom to choose from a robust and comprehensive mPS program or a cost effective and simple to use Auto-fulfillment program. Each program offers a hassle-free solution to guarantee sales and secure business with your customers.

Tel: (800) 965-1180 | Fax: (775) 850-2630 | Sales@Pr interEssentials.com | www.Pr interEssentials.com Printer Essentials ad Dec 12.indd 1

12/3/12 8:28 AM