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MPS – The Power of Controlling Print

7 Dec, 2010 By: Greg Buschman, VerdeDocs

MPS – The Power of Controlling Print

One of the areas that many dealerships over look when approaching the managed
print services market are the benefits of “Automated Print Routing and Behavior
Modification Software.” I know you’re thinking, “What in the heck is behavior
modification software” and “What’s the value of print routing applications?” The
truth is Americans are exposed to behavior modification routing techniques every
day! For instance, how about when we approach a stop light and the light turns
yellow? We have been programmed to slow down and get ready to stop. If we want
to make a left hand turn, we get into the correct lane and wait for the light to
turn green. These basic examples indicate that we become pre-programmed, and
this trait can help establish that managed print applications also can be easily
applied…to benefit your customers.

By adding the ability to intelligently route print jobs to the best-suited
printer, a print managed program can become significantly more lucrative. Today
the majority of managed print software simply accounts, tracks, and audits
printing activity. The amount charged per clink is based on an average usage
over time. The question to ask is, “What would my margins look like if I could
ensure that the most cost efficient printer was used for each page printed?”

 This is precisely what print routing and behavior modification software
accomplishes. What’s even better is that the customer will pay for the software
and the services to install it; allowing your dealership to double dip on the
revenue opportunity.

Here is how the solution works, each print job is evaluated using a set of
rules that an application specialist creates. When a user clicks print, a list
of printers is displayed, allowing the user to choose the most cost efficient
printer. Yes, many times a user will not choose the best-fit printer or MFP.
When this is the case, a behavior modification message is set to the users
screen. A pop-up window with a message such as, “Our company is looking to save
money any where we can, are you sure you want to use that really expensive

The user can still over ride the system, however, every month; a report is
sent to your dealership identifying the users with the highest cost of printing.
In addition, users that frequently choose high cost printers are flagged in the
report, allowing your dealership to quickly identify profit loses and
pro-actively create and present a cost justification for selling a new MFP or
replacement device.

In addition, for dealerships that sell print production equipment, expensive
jobs can be routed to the print center or larger workgroup MFP’s. Once again
helping the managed print services contract stay profitable. When selling
managed print services, every sales representative should be made aware of the
competitive advantages that print routing and behavior modification software can
add to a sale.

Greg Buschman, SVP, Verde Document Solutions, has 10 years experience in
leading edge digital document solutions. Buschman, a CompTIA Subject Matter
Expert and adjunct instructor at St. Petersburg College, has developed color,
print production, professional services, and solutions programs at IKON, Danka,
and Konica Minolta. At



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