The print sector is in a critical evolutionary phase and while channel partners recognise the need to diversify beyond traditional print revenue streams, many face persistent challenges in transitioning to offer services-led business models, according to Quocirca’s State of the Channel 2026 study.
Based on findings from a survey of 144 channel partners conducted in June and July, the report explores how partners are responding to changing customer requirements, declining print volumes, growing digitisation demands and evolving vendor relationships.
Print industry channel partners remain broadly optimistic about their prospects. Half of respondents expect revenues to increase in 2026, compared to 2025, and a further 27% expect them to remain stable. Growth expectations are modest, with respondents forecasting average revenue uplift of just 3.5% in 2026.
Against a backdrop of inflationary pressures, rising operating costs and ongoing print volume decline, growth will depend on success in offering cloud, workflow, security and information management services that clearly link to business outcomes. However, IT services such as these currently account for just 21% of channel partner revenue on average, suggesting that, while they are part of the mix, they are not yet a substantial growth engine for most.
Louella Fernandes, CEO of Quocirca, comments:
“Channel partners clearly understand where the market is heading. The challenge is no longer one of strategy but one of execution. The transition from familiar hardware-focused sales models to services-led business transformation requires new skills, new commercial approaches, and stronger vendor support. Those that move quickly will be better positioned to capture emerging opportunities in cloud print, workflow automation, security and AI-enabled information management.”
The most pressing challenge for the channel is:
- expanding digital and software services, cited by 41% of respondents, followed by
- the integration and application of AI (40%)
- Driving innovation across products, services and business models is cited by 31%, and
- aggressive cost reduction and operational efficiency is a priority for 29%.
This indicates that partners are more focused on building new propositions and business models rather than simply driving down costs.
The study also shows that traditional print revenues face continuing pressure. Seventy-two percent of partners expect customer print volumes to decline over the coming year, with an average reduction of 7.5%. At the same time, 57% anticipate rising scan volumes, forecasting average growth of 6.2%. However, only 27% currently monetise scanning activity, highlighting a significant opportunity to develop new revenue streams around document capture, workflow automation, compliance and information management.
Strongest customer demand in cloud-based services
Partners are seeing the strongest customer demand in cloud-based services, with 52% of respondents identifying cloud print management and services as a leading customer requirement. Digital workflow automation (46%), secure products (44%) and print security solutions (43%) are also customer focus areas, highlighting where growth potential lies.
The report further highlights the growing importance of sustainability. While 53% of partners report moderate or strong customer interest in sustainable products and services, many continue to seek better vendor support in areas such as lifecycle impact metrics, energy consumption data, training, certification and financial incentives that help create compelling sustainability-led customer propositions.
A recurring theme throughout the study was the importance of vendor enablement. Only 8% of respondents describe their primary vendor’s partner programme as highly effective, with many citing gaps in pre-sales support, sales collateral and practical guidance for selling more sophisticated services portfolios.
Quocirca said the channel’s priority for the year ahead is clear: accelerate execution, build services-focused capabilities, and create measurable value across print, cloud, workflow automation, security and information management.
