01732 759725
22
PRINT MANAGEMENT
Matt Riley,
Vice President of
Channels
Andrew Miller,
Vice President of
Marketing
PrinterLogic announces
plans to expand
distribution across Europe
The newly-formed partnership
enables Tech Data to distribute
PrinterLogic’s solutions to resellers
throughout the US and Canada,
however the plan is to fully leverage
the distributor’s global footprint
to further PrinterLogic’s expansion
across Europe.
PrinterLogic is essentially an on-
premise web application that simplifies the
management, migration and provisioning
of printers, enabling businesses to
eliminate Windows print
servers. The company was
first established fifteen
years ago, when it created
a solution to resolve printer
management issues within
what was then a Novell
network operating system
environment. Over the years,
the feature set expanded
as the market shifted and
moved towards a Windows
environment.
Six years ago was
a pivotal point in the
company’s development. “We
looked at the feature set,
and how we could repackage
it and create an enterprise
grade platform suitable for
organisations of all sizes,”
Riley explained. “We used
this development as the launching pad
for a rebrand to PrinterLogic, developed
a robust solution that addresses all of the
printer management issues that businesses
from SMBs through to large enterprises are
faced with and this formed the basis of our
strategy to build and grow the business
moving forward.”
Originally established as a direct sales
operation, the company quickly discovered
the value-add that channel partners deliver
and began engaging partners in its go-
to-market strategy. “We formed strategic
partnerships and built a strong distribution
model that sees our solutions being sold
through resellers, VARs, MPS providers and
IT vendors worldwide,” Riley said. “We
expect that by the end of this year some
90 per cent of our business will go through
the channel.”
European expansion
Headquartered in St George, Utah,
PrinterLogic opened a second office in
Frankfurt, Germany last year, a strategic
move designed to support its strategy to
achieve wider distribution across EMEA.
“We are building theatre-level distribution
models across EMEA, creating a two and
three tier distribution model at a country
level,” Riley stated.
Explaining the rationale behind
choosing Frankfurt as its European HQ,
Miller said: “When we started, 10 per
cent of our revenue was coming out of
Europe without us even focussing on it.
The demand is significant and we see
PrinterLogic recently announced it has
signed a distribution agreement with Tech
Data.
PrintIT Reseller
spoke to Matt Riley,
Vice President of Channels and Andrew
Miller, Vice President of Marketing, about
the company’s heritage and plans to expand
distribution of PrinterLogic across Europe
huge opportunity within the UK, Germany,
France and Spain, among other countries
which is why we have dedicated resources
now located in the region.”
He continued: “Our largest customer
base by far is in Germany, and we have
some key integrator partners based in
Frankfurt. These are a key extension of our
team and as such Frankfurt was a natural
choice for us to select as the location for
our first European office.”
Riley added: “We’ve seen a lot of
organic growth within the UK and we’re
incredibly encouraged at the prospect
of growing our business there. We have
a number of business development
activities within our business plan designed
specifically to leverage channel partners in
addressing that market.”
PrinterLogic also has a number of
contracts with OEMs including Konica
Minolta and Toshiba, and Riley said that
there are other deals in the pipeline.
“Having multiple distribution points will
help us address the needs of partners and
customers, regardless of which countries or
regions they represent.
“The company is growing like crazy,
growth in both our home market and in
Europe is consistent and comparable. We
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