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Vasion celebrated the opening of its Centre of Excellence with a kick-off event on June 12. Strategically located in Frankfurt’s Garden City, it’s a stone’s throw from Frankfurt Airport in the heart of Europe, making it accessible for all major European cities and most international connections. The event marked the reinforcement of a new brand and portfolio for Vasion that extends well beyond print, along with the unveiling of a new channel strategy.
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What Is Vasion?
Formerly branded as PrinterLogic and founded in 2001, with its headquarters in Utah, Vasion employs some 400 staff and has offices in the US, UK, the Philippines, and Germany. Vasion has been growing its footprint steadily at 30% year-over-year (YOY) and claim more than 13,500 customers (primarily sold via a direct sales model). What started out as a solution to eliminate print servers has become a tech-heavy independent software vendor (ISV) that is going places.
Making DX Attainable for Everyone
The entire executive team from Vasion was there, presenting the company’s vision and roadmap through 2030 that aims to make digital transformation (DX) attainable for everyone. The message communicated by Ryan Weding (CEO and Co-Founder) takes Vasion through an automation journey that started with print; extended to capture; perfected output management; and will morph into entirely serverless, clientless, and driverless artificial intelligence (AI)-based automation. On the day, Vasion demonstrated its VAI brand, an AI agent that will be able to perform autonomous support tasks such as use of natural language to create a workflow or find specific devices on a network and activate firmware updates at the flick of a switch.
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The Unmanaged Opportunity
Some very large enterprises—customers of Vasion comprising the likes of DHL, Lufthansa, and Bechtle—were on-site to illustrate their successful implementation. Most started with the elimination of print servers (as many as 300 across sites) and now, with Vasion’s expanded AI Automate platform, it’s considering adding complementary, vendor-agnostic services such as intelligent document capture, e-sign, custom digital forms, workflow automation, or engine control module (ECM)—all entirely vendor agnostic. Vasion also offers cloud-native software-as-a-service (SaaS)-based and AI-driven no-code workflows for seamless integration. Recognizing the need to move from a direct sales model to the indirect channel to continue growth, Vasion has secured the distribution by TD Synnex and is actively recruiting resellers, particularly those with unmanaged A4 devices in the field. In addition, a global vendor announcement is expected soon.
Keypoint Intelligence Opinion
Rebranding was important for Vasion on its journey as a total workflow provider and to avoid being slotted into the print silo. This is certainly a tech company that has come a long way claiming more than 13,000 global customers without actively marketing themselves. Right now, the company realizes its brand recognition is weak, but that will develop with strong marketing and channel activity.
Print management is already a highly competitive market and one that customers don’t switch easily, as it’s generally integrated into multiple IT systems and not easily changed later. Luckily, there are many companies downstream that have not even started to modernize their print infrastructure.
It’s these people who should and will be attracted to Vasion’s automation strategy.
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