thebiginterview
LEXMARK AND THE A3 REVOLUTION
Lexmark is making bold moves in the A3 space, combining modular design, cloud intelligence, and sustainability to meet the evolving needs of printer retailers. Here, we sit down with Danny Molhoek, Vice President EMEA Sales, who outlines how partner feedback, AI-driven services, and long-life engineering are shaping a smarter, more resilient product portfolio.
and managed print services. Tis is just the latest chapter in Vice President EMEA Sales Danny Molhoek’s nearly thirty-year tenure at Lexmark, which has been characterised by constant adaptation. His journey reflects the company’s ethos, and he is quick to point out that Lexmark has consistently anticipated and responded to market dynamics, a key factor in its sustained success. “We’ve always been on the forefront of change,” he says, citing Lexmark’s move away from consumer inkjet printers when the home office market shiſted, and their swiſt organisational realignments post-COVID when print volumes did not rebound. Tis proactive approach has enabled Lexmark to perform robustly, even amid economic uncertainties. Te most recent development has been
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Lexmark’s foray into the A3 market with its 9-Series. Traditionally, Lexmark has been seen as a provider of A4 printers, and while A3 devices were always part of its portfolio, these oſten incorporated engines sourced from other manufacturers. Te decision to engineer their own A3 technology was primarily driven by the A3 market’s substantial footprint and the prevailing trend towards print consolidation in larger organisations.
10 | July/August 2025
erox has finalised its acquisition of Lexmark, uniting two legacy print brands and expanding its footprint in enterprise
Molhoek highlights Lexmark’s distinctive
‘bottom-up’ methodology in A3 development. Diverging from competitors who scaled down large, intricate A3 devices, Lexmark has moved in the opposite direction, leveraging its simpler, more robust A4 technology and building it up to A3 capabilities. Tis approach has produced devices that are not only powerful but also straightforward to service and manage. “Most of the interventions we have to do can be done in less than 15 minutes,” Molhoek says while pointing out the modular design that dramatically reduces downtime and minimises the need for engineer intervention – an advantage for channel partners overseeing diverse client fleets. A cornerstone of the 9-Series launch was
the collaborative development process. Fiſteen of Lexmark’s key EMEA partners, including several from the UK, were invited to the company’s development facilities in Lexington, Kentucky. Tese partners were granted complete transparency into the A3 development, offering invaluable feedback that directly shaped the final product. “Some of them feel ownership of some of the features that we have,” Molhoek says, highlighting how this ensured the products were meticulously aligned with channel requirements, particularly for the Business Solution Dealer (BSD) sector.
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