PRINTITRESELLER.UK 39 PrintIT Reseller: With cloud print management now used by 78% of organisations, where do you see the biggest opportunities for the channel over the next 12 months, and what is driving customer demand? Toni Gibiino, Marketing Director, FUTERA: The biggest opportunity is to move the conversation beyond simply relocating print management to the cloud. Customers increasingly want a joined-up approach that connects print, document capture, workflow, security and their wider IT infrastructure. Demand is being driven by hybrid working, pressure on internal IT resources and the need to manage distributed estates more consistently. Organisations want fewer servers to maintain, simpler administration and better visibility of cost, usage and security across multiple locations. For the channel, this creates an opportunity to become more strategically involved. The strongest partners will not lead with a device or an isolated software platform. They will help customers understand how information enters the business, how it moves through the organisation and where cloud services can remove cost, risk and unnecessary manual intervention. Martyn Williams, Sales Enablement Manager EMEA, Xerox: Cloud print has moved beyond early adoption and is now firmly in the mainstream, with organisations looking to reduce infrastructure complexity, support hybrid working, and prepare for greater digitisation and AI-driven workflows. For the channel, the biggest opportunity is no longer simply replacing print servers. It’s helping customers modernise their entire document ecosystem. That includes secure print, cloud capture, workflow automation, document security and integration with platforms such as Microsoft 365, SharePoint, OneDrive and Google Workspace. Customers increasingly want a seamless experience where users can print, scan, convert, store and retrieve documents securely from anywhere. Partners that can deliver a complete workflow and automation story, rather than just a print story, are best placed to capture growth. David Smith, Marketing Director, Xeretec: The biggest opportunity lies in helping organisations modernise the way they manage information, not just the way they print. Whilst cloud print adoption continues to accelerate, customers are increasingly looking for integrated solutions that support the full document lifecycle, from capture and intelligent processing through to storage, workflow automation and secure output. Solutions such as Xerox Workplace Cloud alongside AI-driven IDP platforms such as Xerox EveryDoc are enabling organisations to reduce manual processes, improve accessibility of information and support wider digital transformation initiatives. Demand is being driven by hybrid working, cloud-first IT strategies, rising security requirements and a desire to use automation and AI to improve efficiency. Customers increasingly want partners who can bring together print, scanning, document workflows and cloud services into a single, cohesive strategy rather than managing them as separate projects. Ryan Green, Digital Services Director, Carbon Group: From a personal perspective, I believe the biggest opportunity for the channel over the next 12 months is helping organisations move beyond simply managing print to creating fully connected digital information workflows. Cloud print management is often the first step in a wider digital transformation journey. Customers are no longer just asking how to print securely from any location, they’re asking how to reduce manual processes, improve document security, support hybrid working, and gain better visibility of their information. This creates significant opportunities for partners who can combine cloud print with document management, workflow automation, e-signatures and digital workplace solutions. At Carbon, we’re seeing customer demand being driven by three key factors: hybrid and flexible working requirements, where users need consistent access to print and documents regardless of location; security and compliance pressures, with organisations looking to strengthen document security, user authentication, audit trails and data governance; and cost and sustainability objectives, as businesses seek greater According to Quocirca’s Cloud Print Services Vendor Landscape 2026 report, vendors are increasingly positioning cloud print as part of a broader document workflow platform, extending into intelligent document processing, cloud capture and digital integration services. We asked industry leaders where they see the biggest opportunities for the channel over the next 12 months and how they are responding to shifting customer priorities around security and sovereignty Cloud print reaches tipping point – part one VOX POP continued... Toni Gibiino Martyn Williams
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