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Sharp Europe, a long-time leader in printing and office devices, is making bold moves to expand its presence in the IT services market. The company’s plan was shared back in late 2023 when it launched the Sharp Complete Print Security service to strengthen their offering. (To read more, see our analysis report: Sharp Europe Announces New Complete Print Security Service.) In January 2025, at Sharp’s European Tech Support Centre (ETSC) in Warsaw, the company shared an ambitious strategy to become a leading European IT services provider through key acquisitions, regulatory-driven growth, and innovative service development.
A Strategic IT Services Journey for Sharp
The foundation of Sharp’s IT services journey was built in 2018, with the company’s strategic decision to diversify beyond its core multifunction printer business. Since then, Sharp has acquired multiple IT service providers including Complete IT (United Kingdom, 2019), IT Point Systems (Switzerland, 2021), and Apsia (France, 2024). Sharp’s ETSC further supports this expansion by providing multilingual, end-to-end IT support to its subsidiaries and clients across Europe.
| Sharp IT Service delivery model |
Why IT Services Matter for Sharp
The declining print market has forced traditional players like Sharp to innovate and diversify. Sharp’s IT services strategy emphasizes cross-selling IT solutions alongside its legacy hardware offerings to enhance customer lifetime value. With a service footprint spanning 100 countries, multilingual support in 9 languages, and 600+ experts, Sharp is well-positioned to meet diverse business needs ranging from small-to-medium businesses to large enterprises.
Core IT services include:
The IT Services Challenges and Opportunities for Sharp
Brand Perception
Sharp’s legacy as a device-centric company remains a hurdle as it seeks to reposition itself as an IT services leader. Competitors like Ricoh and Konica Minolta have also faced similar challenges in this transition. Sharp is working on a marketing campaign to refine its messaging and highlight successful IT service implementations, such as those with Teleperformance and Bertschi.
Post-Acquisition Integration
Acquisitions of IT Point and Apsia have introduced operational complexities, including regional variations in service delivery and unaligned processes. A unified operational model is a key element of Sharp’s plan, leveraging Synappx middleware for standardization and process monitoring.
Capitalizing on Regulatory Opportunities
The EU NIS2 directive introduces significant compliance requirements that affect over 160,000 businesses across industries like energy, healthcare, and finance. Non-compliance could result in severe penalties, creating demand for cybersecurity services. In partnership with CyberSmart, Sharp can provide comprehensive compliance packages that include audits, training, and continuous monitoring.
Keypoint Intelligence Opinion
Sharp’s strategic transformation into a leading IT services provider is well underway, but challenges related to brand perception and integration remain. By addressing these issues and capitalizing on regulatory opportunities—along with its proactive investments in people and technologies that include automation and AI, forming strategic partnerships, and sharing the success of targeted customer engagements—all place Sharp in a strong position to outpace competitors and redefine its role in the European IT services market.
Workplace CompleteView subscribers can access the full Analysis, Sharp Europe Announces New Complete Print Security Service, through the InfoCenter.
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