Sign up for The Key Point of View, our weekly newsletter of blogs and podcasts!
The office technology industry is experiencing significant shifts, and distributors are adapting their strategies in response. Image Star, a distributor based in Middletown, CT, has traditionally focused on office equipment and print supplies. Recently, the company has begun expanding its offerings and services to address changing market conditions.
During a visit to Image Star, we observed how the company is adjusting its approach. The most notable change is the expansion of the company’s product portfolio. While continuing to offer print supplies, Image Star has introduced new products such as Dynabook laptops, Xerox Visioneer scanners, and meeting room solutions like the Kandao Meeting Pro.
One of Image Star’s innovative offerings is its own brand of printers called Capsul. These A4 printers are designed to meet the needs of small office/home office (SOHO) users and e-commerce customers. By developing this printer brand, Image Star is providing its resellers with a unique product that can offer competitive margins in the crowded printer market.
This product diversification appears to target specific market segments. For instance, Image Star now offers education-focused laptops from Dynabook, which feature durability and security features relevant to school environments. By including products for sectors like education and government, as well as their own Capsul printers for SOHO users, Image Star is providing its resellers with options to explore different markets.
In addition to new hardware, Image Star is incorporating technologies that address evolving workplace needs. As hybrid work models become more common, there's increased demand for video conferencing equipment and interactive displays. Image Star’s product line now includes AI-enhanced video conferencing solutions and interactive boards, which may help their resellers serve businesses adapting to new collaboration methods.
Image Star’s portfolio also includes software and document management solutions. Xerox DocuShare, a document and content management system, is part of their offerings. DocuShare addresses the need for digital workflow solutions and business process automation in modern offices. This software enables organizations to digitize, manage, and share documents more efficiently, which aligns with ongoing digital transformation efforts in many businesses.
Beyond product offerings, Image Star has expanded its support services for resellers to include marketing assistance, training sessions, and on-site presentations. The company is creating marketing calendars and hosting webinars to inform resellers about new products and potential market opportunities. Image Star is also facilitating connections between resellers and manufacturer representatives.
This shift in strategy comes as the traditional print market faces challenges, with businesses increasingly moving towards digital processes. Image Star is responding to these changes in multiple ways. By expanding into areas like meeting room communications and interactive boards, the company is offering partners alternatives to traditional print-related products. At the same time, the introduction of their own Capsul printer line demonstrates Image Star’s commitment to the print market, providing partners with a competitive option in the SOHO and e-commerce segments. This dual approach allows Image Star to support partners in both adapting to digital transformation and maximizing opportunities within the evolving print market.
The expansion also allows Image Star’s partners to approach their existing client relationships with a broader range of solutions. Resellers with established customer bases can now offer these clients a wider array of products and services, from Capsul printers for small offices to comprehensive document management solutions for larger enterprises.
Keypoint Intelligence Opinion
As the office technology industry continues to evolve, distributors like Image Star are demonstrating their ability to adapt and thrive in a changing market. By diversifying their product offerings, embracing new technologies, and enhancing support services, these distributors are positioning themselves as valuable partners in the office and IT solutions landscape. Its willingness to evolve and meet emerging needs suggests that distributors will continue to play a crucial role in connecting innovative products with end-users, supporting their partners, and driving industry growth in the years to come. The future looks promising for those distributors who remain agile and responsive to market trends.
Browse through our Industry Reports Page (latest reports only). Log in to the InfoCenter to view research on generative AI, large language models, and data mining through our Artificial Intelligence Advisory Service. If you’re not a subscriber, contact us for more info by clicking here.
