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at such a pace. We’ll talk a little bit more about our go-to-market, which has changed significantly. AI is enabling us to deliver what our customers are demanding and, more importantly, what our partners are demanding. MR: One thing that’s constant in our industry is change. There’s a lot happening in the market right now and OEMs and ISVs are taking different approaches. What trends are you seeing, and how does Tungsten’s go‑to‑market strategy set you apart? MH: Well, if we look at print specifically, and you touched upon it then, we’re
we’re having to articulate what the customer needs to be looking out for. They now know. They’re coming to us and asking us to help them solve their problems, help with their compliance issues, help with their end-to-end business process challenges, and we have to change as an organisation to address that. The technology is one part of that, but how do we change our go-to- market, and how have we changed our go-to-market? Well, we put the customer first and foremost at the centre of that. So, everyone within the Tungsten organisation that touches the sales process is talking about the entire Tungsten portfolio.
them something that’s relevant for their broader stacks into print is becoming key. The key is understanding our customers’ needs. Whether we’re talking about pure print requirements, migration to cloud, compliance or security issues, there are standard offerings that pretty much everyone in the marketplace can offer. But what we see when we’re having an in-depth conversation with the customers, really understanding what they’re trying to achieve at the end of that, is that it doesn’t always just include print. It includes all of the other technology capabilities that we spoke about. MR: Cloud adoption is a huge topic. From your perspective, is the market really going cloud- first, or are customers still taking a hybrid approach? MH: Everyone has cloud on the agenda. There are a lot of organisations that made that transition very quickly. But what we’ve seen over a period of time is that customers want to move at their own pace. They may not be ready to fully transition to cloud today. It very much differs by sector as well, and one of the beauties of our hybrid approach is that we enable those customers to move at their own pace. So, whether they want to move in one hit from on-premise to cloud, or they want to make that transition over a period of time, with our Modern Agile Print strategy, we can take the customer on that journey. We can plug in with our infrastructure and our cloud enabler into any on‑premise print solution today, and we can transition that customer over a period of time. If you look back just a couple of years, the customer had a choice: they either stayed on-prem or they moved to cloud. The vast majority of our customers are somewhere in that transitional phase. So, I think the initial jump to cloud has slowed down. There’s very much a desire from all customers to get there, but it’s going to take a little bit longer for them to do that. And, as I say, the beauty of being able to provide that at their pace, we’ve seen to be a huge value.
seeing the vendors taking a proprietary- first approach to their print software. We’re seeing the print resellers having to diversify their offerings to their customers. They’re making acquisitions. They’re extending their technology capabilities. We’re seeing different players become relevant to the print space. MSPs, for example, are one of our fastest-growing channel communities because they’re building infrastructure in the cloud as part of their modern workplace offering and Microsoft packages. Customers’ demands have changed. Gone are the days where
They’re experts in what we do end- to-end, from ingestion to analysing, processing, all the way through to output, and we’re having to adapt how we go to market. We’re having to look at how we have the technology to address customers’ needs, and we’re having to look at how we service the partner community, because there are different layers of partners that we work with today which really weren’t relevant to print a few years ago. You have your traditional print resellers, you have the managed service providers, you have system integrators, and being able to offer
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