Can we talk about A4, please?

For years, A4 copier-printers were treated as the junior siblings of their A3 counterparts: useful for certain applications, but not the go-to workhorses for most office technology dealers. Times have changed. Advances in speed, paper handling, image quality, finishing, and durability have elevated A4 devices to performance levels once reserved for A3.

The latest A4 devices are not only comparable to legacy A3 devices in capability but, in many cases, better suited to the way businesses operate today. For dealers still clinging to the belief that A4 is a low-margin distraction, the industry’s latest moves make one thing clear: This category is not just surviving, it’s thriving.

From Office Technology Afterthought to All-Star

Historically, A4 devices were categorized as desktop printers or low-end MFPs, mainly sold to complement a company’s primary fleet of A3 machines. They were viewed as less durable, less capable, and less profitable in office technology settings.

But technology helps level the playing field. Today’s A4 printers offer speeds over 50 ppm, advanced security features, finishing options, high-capacity trays, and durable duty cycles. Many match the capabilities of older mid-range A3 devices while taking up less space, using less power, and costing less to operate.

For customers, especially in hybrid and distributed work environments, that’s a compelling combination. For dealers, it’s an opportunity if they’re willing to rethink their approach.

Lower Margins? Time to Move On

It’s true that A4 margins are usually smaller than those for A3 devices, which is a common concern for many dealers. However, focusing only on per-unit profit overlooks the larger picture.

The truth is that A4 is being embraced by more customers. Offering an A3 when an A4 is sufficient risks losing the sale entirely, especially now that buyers can easily find alternatives online. Dealers who adjust to this shift and develop sales strategies around it can maintain customer relationships, grow service contracts, and generate recurring revenue through supplies and maintenance.

The key is adjusting expectations. Yes, margins are different, but so is the selling cycle. Anecdotally, A4 can be faster to close, easier to install, and require less ongoing service. When this happens, the dealer wins on volume, efficiency, and retention.

Market Moves Tell the Story

If there’s still doubt about the staying power of A4, look no further than recent office technology industry developments:

• Katun’s Market Entry – Katun’s move into the A4 printer space signals not just confidence in the segment’s future, but a recognition of the ongoing demand for choice beyond the OEMs. Known for parts, supplies, and remanufactured equipment, Katun’s foray into A4 hardware broadens the competitive landscape and offers dealers new sourcing options.
• Xerox Acquires Lexmark – Xerox’s acquisition of Lexmark in late 2024 was a headline-grabber, not least because Lexmark has a strong presence in the A4 market, especially in enterprise and vertical segments like government, healthcare, and education. This move positions Xerox to strengthen its A4 portfolio and leverage Lexmark’s distribution channels and technology expertise.
• Ricoh Partners with Brother – Ricoh’s recent partnership with Brother pairs one of the industry’s most recognized A3 and production print brands with one of the leading A4 specialists. Brother has long been a top player in the small-to-mid A4 segment; Ricoh gains expanded reach into cost-sensitive, high-volume desktop and workgroup markets.
• Epson’s Inkjet A4 printers – When the discussion shifts to reliability, Epson is often at the forefront of the conversation with its PrecisionCore heat-free inkjet technology, which the company claims gives it an advantage over toner-based devices.

And, let’s not forget Kyocera, the brand carried by more office technology dealers than any other in The Cannata Report’s Annual Dealer Survey. Other legacy OEMs are expanding their A4 portfolios to meet market demand. Sharp has introduced new high-speed A4 color and monochrome MFPs that match the features of its larger A3 devices, while Konica Minolta has launched compact, cloud-connected A4 models designed for hybrid work environments. HP, already a dominant player in the A4 space, continues to update its lineup with security-rich, workflow-enabled devices aimed at both SMB and enterprise markets. These developments highlight that A4 is no longer a niche category but a key part of major manufacturers’ product strategies.

These aren’t minor adjustments; they’re strategic shifts by major industry players. If the companies shaping the future of office technology are betting on A4, it’s a signal dealers can’t ignore.

The End of the A3 Resurgence Fantasy

Some in the dealer community still hope for a rebound in A3 sales, fueled by a perceived increase in corporate printing. However, the reality is that printing volumes have been gradually declining, accelerated by the COVID-19 pandemic and the widespread shift to remote and hybrid work models.

Even in organizations that once relied on centralized, high-volume A3 printers, the trend is toward right-sizing fleets, decentralizing access, and reducing print output overall. That shift naturally favors smaller, more distributed devices, exactly where A4 excels. And even if the hybrid workforce that emerged during COVID returns to the office, printing for them as well as the younger generation of workers is not a priority.

Put simply: The conditions that once made A3 popular aren’t returning. Dealers sticking to that model risk falling behind.

Selling A4 in 2025 and Beyond

Selling A4 doesn’t have to be difficult despite shrinking margins. Dealers who concentrate on this segment can distinguish themselves by focusing on overall account value instead of profit from a single unit. Although nothing is dramatically new here, strategies include:

1. Bundled Solutions – Pair A4 hardware with managed print services, document workflow tools, or security packages to increase revenue per customer.
2. Vertical Market Specialization – Target industries such as healthcare, legal, and education, where A4 devices meet specific workflow and compliance needs.
3. Fleet Optimization Consulting – Position yourself as the expert who can reduce a client’s costs and environmental footprint by replacing overpowered A3 units with right-sized A4 printers.
4. Service and Supply Contracts – Ensure that every A4 placement is tied to a service agreement and ongoing consumables supply.

By making A4 a deliberate part of your sales strategy, not an afterthought, office technology dealers can capture market share while meeting customer expectations.

Why the Customer Is Already There

One of the clearest signs that the A4 shift is happening comes from the customers themselves. Many organizations, especially SMBs that are spending more time online learning about what’s available, are now actively requesting A4 devices. They’ve calculated lower acquisition costs, reduced maintenance needs, and smaller footprints. For remote and hybrid teams, an A4 printer in the home office or a small satellite location is simply more practical than a floor-standing A3.

This shift in buyer preferences reflects broader technological trends, including smaller, more efficient, and more agile solutions that are replacing the large, centralized models of the past. Just as businesses have transitioned from massive on-premises servers to cloud computing, they have also embraced the idea that bigger isn’t always better.

The Competitive Reality

For office technology dealers, the competitive risk of ignoring A4 is growing. Online resellers, big-box stores, and IT providers have no hesitation about selling A4 printers, and they’re happy to take the supply business that comes with them even if they aren’t always in a position to service the devices.

By proactively offering A4, dealers keep customers within their ecosystem and reduce the risk of an outside vendor gaining entry. In some cases, an A4 placement can serve as a gateway to upselling other solutions such as security software, workflow automation, or even A3 or production print over time.

Looking Ahead

The development of A4 reflects a broader industry shift toward efficiency, flexibility, and meeting customers where they are. The fact that companies such as Xerox, Ricoh, Brother, Epson, and now Katun are making strategic moves in this area highlights its significance.

For dealers, the question is no longer whether A4 is worth their time; it’s how to make A4 a profitable, strategic part of their business. The technology has matured, the customer demand is clear, and the market momentum is undeniable.

The era of A4 as a second-class solution is ending. Dealers who recognize this and act accordingly will be the ones positioned to succeed in the next chapter of the office technology industry.

The A4 segment is evolving, growing, and becoming central to the way businesses approach printing. For dealers hoping for an A3 comeback, it’s time to stop waiting and start selling what customers are asking for.

Busting 5 Dealer A4 Myths

1. A4 can’t handle serious workloads. That’s not true anymore. A4 MFPs now offer high speeds, robust duty cycles, advanced finishing, and enterprise-grade security—matching the performance of many legacy A3 devices.
2. Margins are too low to bother. Yes, per-unit margins are lower, but shorter sales cycles, easier installs, and lower service demands can improve overall profitability, especially at scale.
3. Customers prefer A3. False. In hybrid and distributed work environments, more customers are requesting A4 for its smaller footprint, lower cost, and right-sized capabilities.
4. A4 is just a desktop printer. The new generation of A4 devices are fully featured workgroup MFPs that can anchor fleet strategies, not just sit on the corner of a desk.
5. A3 will make a comeback. Print volumes continue to decline and fleets are being right-sized. The shift toward smaller, distributed devices is permanent, meaning A4 is here to stay.