01732 759725 40 distributed or hybrid workforces such as coworking, education, retail, and professional services. The key drivers include the shift towards serverless IT infrastructures, cost reduction, improved scalability, and the demand for seamless remote management. Organisations are rethinking traditional print architectures to align with digital transformation strategies and hybrid work models. That said, the primary barriers remain concerns around security and the inertia of legacy infrastructure. However, these are diminishing as cloud platforms, like ezeep Blue, prove their reliability, compliance, and ease of integration with identity providers like Microsoft Entra ID and workspace platforms. Graham Adshead, Head of Architecture, Toshiba Tec UK: We’re seeing a shift toward cloud-based print management across different sectors. A large proportion of our clients are already integrated with cloud platforms such as Microsoft 365 and Google Workspace, and this trend continues to grow. Organisations are increasingly looking to modernise their IT environments, and cloud print management is becoming a natural extension of that transformation. Enhanced security features, including zero trust architectures, identity-based access controls and remote, real-time firmware updates through the cloud, are compelling organisations to modernise their print environments. Hybrid work enablement. Moreover, the rise of hybrid work has made centralised, cloud-managed print environments more attractive, offering consistent user experiences across office and remote locations. The same goes for channel partners – distributed work environments have given rise to the need of managing them remotely. Cloud-based fleet management solutions, that provide significant cost and time efficiencies for channel partners, have seen a great rise since the pandemic. AI and IoT. These ‘new’ technologies and their rapid advancement are key drivers of cloud adoption as many cloud solutions include AIbased functionality and IoT-based predictive maintenance. Availability, agility, flexibility and scalability. In today’s dynamic work environment and fast-paced technology enhancements, cloud technology offers organisations the adaptability they need. Barriers to adoption include security perception gaps – while many recognise the security benefits of cloud, lingering concerns – especially in regulated industries and in some European countries regarding GDPR and data privacy compliance - continue to slow full-scale adoption. Transitioning from legacy infrastructure can be costly and complex, especially for enterprises with deeply embedded print workflows. There is also a lack in awareness for the advantage of cloud-based MPS, more market education is needed. Karen Thulmann, Product Manager, ezeep: We’re seeing rapid acceleration in cloud-based print management adoption, particularly sectors with PrintIT Reseller: How are you seeing adoption trends evolve across industries when it comes to cloudbased print management, what are the key drivers or barriers? Danny Molhoek, Vice President EMEA Sales, Lexmark: Adoption of cloudbased print management continues to accelerate across industries, driven by a convergence of strategic, operational, and technological factors. The initial pre-pandemic hesitancy towards cloud, due to security and data sovereignty concerns, has been dispelled with many organisations actually seeing their security levels increase, thanks to cloud‑based solutions. Key drivers of adoption include: The need for cost and operational efficiencies. Managed print services can save a company up to 30% of cost. Moreover, cloud-based solutions reduce IT overhead by eliminating the need for on-premise print servers, enabling IT teams to focus on strategic initiatives. Digital transformation and security. Cloud print is increasingly seen as a foundational element of broader digital transformation strategies, especially when integrated with workflow automation and analytics. Quocirca’s 2025 Cloud Print Services Market Landscape Report finds that amid the continuing cloud transition, demand for cloud print management services continues to grow. This month, PrintIT Reseller invites the industry’s cloud print management vendors to share their views on the shifting landscape Print’s cloudy future – part one VOX POP continued... Danny Molhoek Karen Thulmann
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