Brother’s New ‘Don’t Supersize. Optimize.’ Campaign: the Centralized MFP/Copier Isn’t Always the Best Choice

dont supersizeBrother International U.S. is rolling out its “Don’t Supersize. Optimize.” campaign to help small and mid-size businesses (SMBs) “right-size” their print fleets.

Over the years in the office-imaging industry, we’ve heard many arguments for using high-volume, floor-standing MFPs/copiers that print and scan on up to 11″x17″ and are shared by many users. Brother takes an opposite argument – that, among others, that trip users take to and from the centralized MFP located way down the hallway is a productivity drain, and SMBs should consider desktop printers and MFPs that print and scan on up to 8.5″x14″ – the media size used by the majority of users – that take up less space and can deployed exactly where users need them.

In its campaign, Brother quotes research from market analyst InfoTrends, which notes the changing landscape of SMBs’ printing, which is being influenced by trends such as use of mobile devices in the office, improved IT infrastructures, and decreased demand for document finishing such as document stapling and hole punching. Research also indicates that some businesses are also discovering that the large, centralized MFPs that they’re using as primary printing devices may be deployed too far from workers. And, as print volume continues to decline, these devices can go underutilized, potentially at great expense.

This evolution is explored in detail in “Key Printing Trends and Their SMB Impact” a white paper by InfoTrends, which asserts: “It is important for SMBs to continually evaluate whether their print infrastructure is optimized for their current business needs. If their behavior is consistent with market trends, it may make sense for them to replace higher-end A3 (11” x 17”) devices with more basic printers that are more appropriately deployed throughout the organization.”

We’ve seen this argument before from Brother, with the firm in June 2014 introducing the MFC-L9550CDW, a color laser-based All-in-One, designed to replace “under-utilized floor-standing MFPs.” Brother also offers integration with PaperCut, an optional print-cost tracking tool that also provides rules-based printing, forcing users, for instance, to print in two-sided duplex mode or in black only, if so enabled by administrators.

Brother says it’s helping address these trends with what it calls a balanced deployment methodology, an approach that focuses on making devices available in closer proximity to workgroups. The “Don’t Supersize. Optimize.” initiative encourages SMBs to explore balanced deployment as a way to help boost productivity and reduce costs.

“Brother and its partners are ready to work with SMBs to deploy the right number of devices, in the right places,” says Dan Waldinger, director of solutions marketing at Brother. “We have the printing and intelligent scanning technology needed to build customized solutions that can help businesses realize cost savings and help increase productivity and worker satisfaction.”

Brother is supporting its “Don’t Supersize. Optimize.” campaign with a multi-media campaign that includes video advertising, a pay-per-click campaign, as well as promotional banners on sites geared toward key verticals including education, healthcare, and retail. It’s also established an authorized partner program to cultivate relationships with resellers to provide right-sized solutions to the SMB market.

To download the free “Key Printing Trends and Their SMB Impact” white paper, or to contact a member of the Brother SMB Solutions Team, visit Brother here.

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