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Toshiba’s Dealer Town Hall (held on December 3, 2025) arrived at a pivotal moment in the print and document solutions industry. As print demand continues its gradual decline, OEMs are redefining their value propositions, strengthening software portfolios, as well as expanding into adjacent categories that support recurring revenue and higher-margin services. Toshiba’s Town Hall provided visibility into how it is approaching these shifts and how the company intends to position its dealer community going forward.
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The session opened with an overview of business performance with Toshiba emphasizing recent growth in its core print business despite broader market pressures. As Larry White (CEO and President of Toshiba America Business Solutions) noted, “We set numerous market share records…our business is up.” At the same time, he acknowledged the volatility created by tariff fluctuations and the operational adjustments required to manage cost and sourcing impacts. Toshiba emphasized its decision to maintain workforce stability while shifting production and renegotiating vendor relationships during this period.
A significant portion of the Town Hall focused on the continued evolution of Toshiba’s software and cloud initiatives. The integration of Coreza into the Elevate Sky portfolio expands the company’s ability to support multi-brand fleets, develop its own IP, and deliver more cloud-based services. Chief Revenue Officer Steven Sauer reinforced this direction by noting, “We are a different company than we were four or five years ago…our investments in software and DCA have put us in a position to win larger deals.”
Dealer expansion areas—particularly Managed Print as a Service (MPaaS) and thermal label printing—were highlighted as accessible growth routes for dealerships adapting to shifting customer demands. Toshiba spotlighted thermal as a practical diversification option supported by market growth in logistics, manufacturing, healthcare, and e-commerce. Programs such as Label Smart, combined with new A-BRID label devices, illustrate where recurring revenue opportunities exist beyond traditional office print.
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The company also detailed enhancements to dealer support infrastructure, including order automation through FYI GEM, expanded order-status visibility, updates to Elevate Sky service tools, and new marketing and training resources. Product roadmap updates included forthcoming A3 and A4 refreshes and additional Toshiba-branded A4 options along with the reaffirmation of the ETRIA joint-venture engines expected in 2027.
Keypoint Intelligence Opinion
This Town Hall arrived at a time when dealers across the market are navigating shifting customer expectations, continued page-volume declines, as well as rising demand for services and workflow-based solutions. Toshiba’s updates reflect an understanding of these pressures and present a roadmap centered on diversification, software maturity, and service optimization.
Three themes stand out:
Overall, Toshiba appears to be positioning its dealer community for a market where success is defined by product placement as well as by the ability to deliver services, manage workflows, and support customers through ongoing digital transformation. The direction is aligned with broader industry movement and the next several quarters will reveal how effectively these programs translate into measurable dealer outcomes.
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