Océ Aims to Make Sense of MPS for Its Clients
Last month, Océ North America announced it has expanded its portfolio of managed print services with two new offerings. Océ's latest MPS solutions include MPS Express for small office environments and MPS Enterprise for mid- to large-sized businesses. Each program is designed to help corporate clients quickly realize the benefits of an MPS package regardless of their size or the complexity of their printing fleet.
"We have abandoned the one-size-fits-all MPS model," says Robert Russell, Océ North America's director of Enterprise Account Development and MPS, Document Printing Systems. "It's inefficient and it just doesn't work. The new programs offer the flexibility to customize MPS for specific customers, while streamlining the processes required to implement and run Océ's MPS offerings."
In addition to being flexible enough meet the individual needs of a variety of clients, Mr. Russell says Océ's MPS programs are easy for customers to understand, which improves sales cycles and adoption rates. Many potential customers have heard about the benefits of MPS but they've also been exposed to a lot of hype, which often leads to uncertainty and scares away new customers. "The industry still isn't really clear about what MPS is," says Mr. Russell. "Often customers don't understand it at all. Our focus is not on posturing and marketing that adds to confusion. It's on providing clarity so potential customers understand how we'll deliver the promise of MPS."
Mr. Russell offers the following cautionary example. A potential client with a complex printing fleet made up of an assortment of hardware is looking to sign up for an MPS package. As the customer meets with a sales representative, it becomes clear that changes—maybe substantial changes—must be made to the printing infrastructure before a managed print package can be implemented. At this point, customers may balk at the prospect of replacing perfectly good operating equipment with new stuff so the client can realize some future benefits. "Our goal is to simplify the onboard process so that our clients can begin to experience the benefits of an Océ MPS engagement quickly," says Mr. Russell. "It's easy for people to understand our value prop and the benefits Océ provides. It's not complicated."
No Rip and Replace
One unique feature of Océ's new program is it allows reps to take over virtually any printer fleet regardless of whether the machines come from a variety of hardware vendors. Mr. Russell says Océ does not always employ the so-called "rip and replace" method of removing equipment and replacing it with more vendor-specific hardware at the beginning of an MPS contract. Instead, the new MPS programs leverage a client's existing print infrastructure to expand resources. No new hardware is required to initiate an Océ MPS program. They support the customer's legacy fleet of mixed manufacturers and mixed technologies, including both laser and non-laser platforms. "We are completely hardware indifferent," he says. "That's what's really different about our program—we can come in and quickly take over a very diverse fleet." "Often times our clients already have too much hardware, that's why they are interested in a managed print engagement. Based on a true 'services' led approach, we focus on the document (paper or digital) and help our clients print less."
The new MPS Express program is designed to accommodate businesses with 50 or less devices. For these small firms, Océ has eliminated the typical lengthy or complicated assessment phase to generate a proposal. "MPS Express provides web tools for reps," Mr. Russell explains. "They enter critical information like a customer's page volumes and the number and types of devices they're using and the program delivers a proposal, as well as a contract. It's all very simple and easy and removes any confusion for the customer." Mr. Russell says Océ can begin monitoring and managing the client almost right away.
Because it's designed for more complex environments, MPS Enterprise relies on a "consultative engagement" process to put together the final package. Océ's MPS analysts work with potential clients to understand their corresponding printing patterns and develop unique objectives. The analyst details long-term goals for clients in order to implement a customized MPS program. Like the MPS Express program, MPS Enterprise can accommodate a variety of machines, including wide-format devices or production equipment. "We want to manage all of our customers' output devices," Mr. Russell says.
According to Mr. Russell, Océ North America has been marketing managed print solutions since 2007. The program was piloted in the Chicago market first and the firm started to hire MPS reps in 2009. Océ North America reorganized its MPS program in 2010 and Mr. Russell was tapped to head it up in July of last year. He says all the activity is what led to the launch of MPS Express and MPS Enterprise this year, which is currently available across North America.
Océ North America's new MPS programs are a smart move. They should allow the company to grab business from small companies that have been reluctant to sign an MPS contract as well as meet the needs of larger clients. Despite the fact that it represents a huge market, the SMB segment has proven elusive and it remains largely untapped. That may be changing, however. Océ is one of a growing number of firms offering different programs customized to better penetrate small-office environments. Hewlett Packard, Lexmark, and Xerox are a few others I know now have different flavors of MPS to meet the differing demands of customers in the SMB and enterprise space. Sub-segmenting the market is a clear signal that the overall MPS market is maturing and efforts by firms like Océ and its competitors to offer more choices will ensure it continues to grow as it matures.
Posted by Charlie Brewer on 01/19/2011