PRINTITRESELLER.UK 29 expanding on several areas where Lexmark has taken action, including implementing a light shield which prevents ambient light entering devices during installation, adding new firmware to fix scanner issues, and creating new imaging units to prevent banding in mono half tone images. The broadest line in its history Historically, Lexmark has served the top one-third of the A4 market and in 2019 it extended its offering into the middle segment. As Chris White, Senior Director Product Strategy and Portfolio Management explains, over the past two years, Lexmark has focused on bringing its proprietary A4 technology into the A3 space. Building on the 9-Series models launched last year (CX833, CX961, CX962, CX963 and CS963), Lexmark has expanded the range with the new CX950, CX951 and MX953. The new devices also include two models specifically designed for authorised BSD partners – the Lexmark XC9525 and XC9535. With the release of the three new 9-Series models, Lexmark now has the broadest line in its history. Its A4 offering is complemented with a range of colour and mono A3 printers and MFPs, with print speeds from 25 ppm up to 55 ppm, giving partners a complete portfolio of reliable, easy-tomaintain, and fast-to-service devices, and the ability to provide SMEs, through to large global enterprises with a Lexmark‑only fleet. Built to last Simplicity is at the core of Lexmark’s channel offering. The company owns its own technology which enables it to be more flexible and agile. “We have full technology ownership end-to-end, we bring partners into the fold before launch, we show them the early design and listen to their feedback and we build acting on that,” White said. One of the key tenets of Lexmark’s messaging is that its devices are designed for durability, Lexmark devices are built to last for an above industry average of over seven years. The company achieves this through robust in-house testing at its Lexington HQ. White explained that Lexmark printers and MFPs are put through their paces at a facility affectionally dubbed the ‘torture chamber’ where they The event served as a platform to launch an expanded line-up for Lexmark 9-Series printers and MFPs, AI-powered enhancements to its cloud services offering, as well as a new simplified structure of its Business Solutions Dealers (BSD) partner program. One of the key takeaways at the event was the vendor’s firm focus on partner engagement and how that impacts its product design. Thomas Valjak, Vice President and General Manager of Lexmark EMEA set the scene explaining how following the launch of the first 9-Series devices last year, this latest release of three new models incorporates feedback from partners. He said: “We listen to you, we hear you, we take action.” Lynn Triplett, who served as Chief Engineer of the 9-Series product family from its conception four years ago, stressed that within a competitive A3 market, acting on feedback is key. “We have conducted product support engagement in over 30 countries,” he said. That engagement has led to direct action. Triplett illustrated how partner feedback and recommendations have been pivotal to the design process, Lexmark showcases commitment to channel partners Lexmark hosted more than 100 partners from the UK, Italy, Spain, Portugal, Romania, Benelux, Nordics, and Poland at its 2025 Channel Partner Summit held at The Hilton, Frankfurt on February 18 to 19. Michelle Ryder reports EVENTS continued... Chris White Thomas Valjak
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