With diversification still very much one of the stand-out buzzwords in the print sector, LFR sat down with Virginia Becerra, WW GTM Large-Format Production NPI Manager at HP, to analyse where the primary growth opportunities lie and uncover what print companies can do to ensure they capitalise on this changing demand.
While the doom-mongers may try to convince you otherwise, there is plenty to be positive about in print. Yes, some areas are seeing struggles as the world evolves around it (newspapers being a prime example) but others are reporting growth, with customer demand driving success for those involved.
Large-format print is just one area that has seen its popularity boom in recent years, which is good news not only for those active in the sector but also the manufacturers and solutions providers that are supporting them.
HP is one such business, with its large-format print solutions being put to use across all manner of projects as print companies seek to satisfy the ever-changing demand of customers and help them to push boundaries.
To gain more insight, LFR spoke with Virginia Becerra, WW GTM Large-Format Production NPI Manager at HP, to learn about the manufacturer’s viewpoint on the market and the areas in which it sees the most opportunities for printers.
Large format print rebounds through tech and demand
“Since 2024, the industry has undergone a strong rebound and transformation, driven by economic recovery, technological advancements, and evolving customer demands,” Virginia said.
“First, profitability among print service providers (PSPs) has been bolstered by the diversification of applications. More businesses are expanding beyond traditional signage into high-margin segments such as décor, packaging prototypes, custom wallcoverings, and textile printing. HP has been a key enabler of this shift through our Latex, PageWide, and DesignJet portfolios, which provide both versatility and sustainability, two essential factors for securing new business.
“Second, automation and workflow optimisation have played a pivotal role in driving efficiency. At HP, we’ve prioritised smart software ecosystems and automation tools that help PSPs reduce labour costs, minimise waste, and streamline production, directly enhancing profitability.
“Third, sustainability and eco-conscious practices are increasingly shaping purchasing decisions. Our water-based HP Latex inks, recyclable media, and carbon-neutral printers are opening new business avenues for PSPs looking to meet growing client expectations for environmentally responsible printing.”
With this, Virginia flagged the importance of diversification, saying those that actively seek out new opportunities in areas that may not have been part of their traditional offering are proving to be more successful.
“PSPs are being challenged to either broaden their offering or sharpen their specialisation,” Virginia said. “At HP, we see both paths as valuable, but the right choice depends on each PSP’s unique strengths, market, and ambition. For those unsure of which direction to take, our advice is to start with clarity, not equipment.”
Data-led diversification with HP PrintOS insights
For those looking to diversify, Virginia said HP encourages exploring high-growth, adjacent markets where current equipment can be leveraged or expanded, for example, custom interior décor, floor graphics, packaging prototypes, and soft signage.
If you are a PSP electing to specialise, Virginia said focus is powerful and that becoming the go-to expert in a niche – be it retail POS, fine art reproduction, vehicle wraps, or architectural drawings – can build long-term loyalty and premium pricing.
There is also the option to take a data and insight-led approach, with solutions like HP PrintOS and HP Applications Centre helping PSPs make data-informed choices by tracking which applications are growing, where efficiency can be gained, and how customer demand is evolving.
“HP offers more than just printers; we’re a strategic partner,” Virginia said. “Whether it’s through business development consulting, application training, or marketing support, we help PSPs navigate these crossroads with confidence.
“There’s no one-size-fits-all answer but standing still is the only real risk. The PSPs who succeed in this environment are those who understand their unique value and are willing to evolve, with the right technology and the right partner behind them. At HP, we’re committed to helping them make that transition with clarity, confidence, and a competitive edge.
Price isn’t everything
Moving into new markets will likely bring with it new challenges and areas of focus for PSPs, but for Virginia and HP, the emphasis must remain on quality. Despite more pressure on pricing, Virginia described quality as being a “non-negotiable foundation, particularly as brands become more discerning and campaigns increasingly rely on high-impact, visually engaging print.
“Price sensitivity has long been a key driver in print services, particularly within more competitive, commoditised segments,” Virginia said. “It’s not surprising to see price slightly outpacing quality here, especially in high-volume markets where margins are thin, and turnaround times are critical. However, price isn’t everything, and from HP’s standpoint, we’re seeing a more nuanced, evolving picture.”
Alongside quality is sustainability, with regulations, corporate ESG mandates, and shifting consumer expectations already influencing decision-making, even if it’s not yet reflected broadly in day-to-day priorities. On this, Virginia said forward-thinking PSPs increasingly view sustainability not as a cost burden, but as a differentiator and a business growth opportunity.
“Price will remain important, but it won’t always dominate the conversation,” Virginia said. “As value becomes more multidimensional—blending cost, quality, service, and environmental responsibility – we expect to see sustainability play a growing, and eventually central, role in client decision-making. At HP, we’re helping PSPs prepare for that future today.”
A trusted partner when purchasing new HP equipment
Of course, entering a new area could well mean having to invest in new technology, though the way PSPs go about this has changed in recent years. Virginia said despite economic headwinds, PSPs are no longer in a reactive, risk-averse mode, but rather strategic growth planning. She added that the challenges of recent years have accelerated a recognition that standing still is riskier than innovating.
From HP’s perspective, this renewed investment appetite is being driven by several key factors. These include demand for application diversification, with PSPs looking to expand to meet evolving customer demands and tap into higher-margin work. Therefore, Virginia said investing in versatile, future-ready platforms like HP Latex or DesignJet Z-series allows them to capitalise on these opportunities.
There is also a clear need for efficiency and automation, with labour shortages and cost pressures forcing PSPs to modernise their production environments. According to Virginia, investment in new equipment allows for faster turnarounds, remote management, and seamless workflows, explaining that HP’s end-to-end solutions – from hardware to print OS and automated finishing – help PSPs to reduce operational friction and maximise profitability.
Finally, Virginia again flags sustainability as being a long-term driver. While not yet the top client priority, PSPs are preparing for what Virginia said is an “inevitable” shift toward environmentally responsible printing. On this, HP has seen demand for its HP Latex and PageWide platforms, which prioritise water-based inks and eco-conscious media compatibility, grow in line with this trend.
“Even in a challenging economy, PSPs are investing because they see clear ROI opportunities in advanced technology,” Virginia said. “They’re making smart, future-focused decisions, not just to keep up, but to lead. At HP, we’re proud to be a partner in this transformation, offering reliable, innovative solutions that give PSPs the confidence to invest and grow.”
HP helping drive visibility, monitoring, and reporting
Interestingly, Virginia said investment in new hardware is no longer enough and that intelligent, connected workflows are what unlock productivity and profitability. She added PSPs need solutions that are open, automated, and seamless across their entire print environment, covering everything from job submission and file preparation to colour management, queue control, finishing and delivery tracking.
As to how HP is placed to help, Virginia refers back to HP PrintOS, a cloud-based PrintOS ecosystem, which she said continues to evolve, helping PSPs simplify and streamline operations.
“It gives users full visibility into print performance, remote monitoring, automated reporting, and access to tools like PrintOS Production Hub and Software Suite, which can automate job onboarding and batching for higher-volume environments,” she said.
Virginia said HP is also investing in greater compatibility and open standards to make it easier for PSPs to integrate HP devices into their existing MIS, ERP, and web-to-print platforms, adding that flexibility is critical in ensuring workflows are connected, not siloed.
On top of this are smarter front-end and finishing solutions with innovations like HP Configuration Centre, SmartStream software, and integrations with finishing partners. In addition, HP works with PSPs to assess bottlenecks and co-develop tailored workflow solutions.
HP helping customers shape a bright future
Yes, the process of diversification and evolving your business may not be an easy one, but given the avenues it will open to PSPs, it is absolutely worth it. Optimism is increasing across the industry, and more PSPs are now being proactive with how they approach business and react to the demands of their customers.
“This level of optimism is not only encouraging; it’s a strong signal that the wide-format print sector is entering a new phase of renewed confidence and forward momentum,” Virginia said. “At HP, we see this sentiment already translating into increased engagement, strategic investments, and stronger partnerships with PSPs across regions.”
Evidence of this optimism, Virginia said, is clear from the viewpoint of HP. As PSPs seek to grow and differentiate, they are investing in equipment that gives them the flexibility to serve multiple markets and applications. On this, she said demand is on the rise for HP Latex, DesignJet, and PageWide XL platforms.
Virginia added optimistic PSPs are not just buying printers; but also looking for scalable ecosystems, and as such demand for HP PrintOS, automation tools, workflow integration and sustainable printing is likely to increase.
The sense of comradery that is present in the industry also exists between PSPs and manufacturers, with HP looking to work alongside its customers to support them with their plans and strategies to ensure they are meeting the demands of customers.
“The optimism of our customers fuels our own commitment to innovation and partnership,” Virginia said. “When PSPs grow, HP grows, and we are dedicated to being not just a technology provider, but a strategic ally in their journey forward.
“We’re excited about what’s ahead and fully aligned with helping PSPs turn optimism into action, innovation, and measurable business success.”
