Midcomp has received the Middle East and Africa Contractual Go To Market (GTM) Pioneer Award FY24 from HP. The award was received during the LFPro Channel Event 2025 at Port Aventura, Tarragona, Spain, during 9-11 April.
‘I am thrilled to congratulate Midcomp on receiving the prestigious award as the Large Format Contractual GTM Pioneer for FY24. This recognition is a testament to Midcomp’s exceptional efforts and innovative approach in the large format printing industry,’ said Abdallah Aoude, Cluster Manager, Large Format Printing, Middle East and Africa. ‘Midcomp has successfully launched and managed the Pay Per Use (PPU) programme for large format production printers, significantly lowering the entry point for customers to print value applications using HP Latex Technology. This programme has not only made high-quality printing more accessible, but has also empowered businesses to leverage advanced printing solutions without the burden of substantial upfront investments.’
‘Furthermore, Midcomp has maximised HP tools and collaborated closely with HP R&D to make this solution happen, showcasing their commitment to leveraging cutting-edge technology and research to benefit their customers. Their dedication to excellence and customer-centric strategies have set a new benchmark in the industry, and we are proud to have Midcomp as a partner. Congratulations once again to the entire Midcomp team for this well-deserved accolade,’ added Aoude.
With the comprehensive and customised Pay-Per-Use (PPU) programme, users benefit from predictable, fixed monthly costs per square metre based on their location, eliminating unexpected expenses. There is no minimum print volume required. The PPU model includes ink supplies, printheads, cleaning cartridges, service maintenance kits, labour, and spare parts, making it a cost-efficient and worry-free printing solution.
‘The phrase ‘Usership is the new Ownership’ was popularised by HP back in 2017, reflecting a broader shift in consumer behaviour. From property rentals and vehicle subscriptions to music streaming services, more and more aspects of our lives are moving towards models based on access over ownership,’ said Rob Makinson, Midcomp Group CEO.
‘At Midcomp, we’ve always prided ourselves on thinking outside the box. This mindset led us to ask a simple but powerful question: ‘Why not apply a usage-based model to HP Latex printers?’ The challenge lay in accurately predicting running costs so we could bundle all consumables and services into a fixed, usage-based fee. This is how our PPU programme was born.’
‘Crucial to the success of this model was access to precise production data. We collaborated closely with HP’s R&D team to develop the necessary tools and access protocols. Thanks to this partnership, we now have close to 200 printers operating under our PPU programme. However, we knew there was still one piece missing: incorporating the printer hardware itself into the model. That’s when we went back to the drawing board. By introducing a tiered usage-based pricing structure, we found a way to include the hardware cost in the billing model. This evolution gave rise to our PPUGRO programme, which has been exceptionally well received by our customers.
‘To our knowledge, Midcomp was the first HP Latex reseller globally to integrate such contractual models into a go-to-market strategy. Receiving this award from HP was not only an incredible honour, but also a strong validation of our vision and efforts in pioneering new ways to serve our customers,’ concluded Makinson.
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