Embracing opportunity in uncertain times: Why now is the perfect moment to build meaningful partnerships.

by Joe Tomota, President Sharp Europe

For today’s businesses, change isn’t a hurdle; it’s the key to staying ahead. In fact, change has become the new operating system for success. The most dynamic companies aren’t resisting disruption; they’re harnessing it to innovate and redefine their industries.

Nowhere has this been tested more than in the boardroom. As workplaces, public spaces, transport hubs, and hospitality venues explore new ways to stay relevant, profitable, and connected, it has sparked a refreshing reset of what ‘business as usual’ means, opening the door to innovation and new opportunities for growth.

Remote working, cybersecurity vulnerability, sustainability demands, and rising expectations of audio-visual infotainment mean businesses need more than tools and IT equipment. They need trusted and customer centric technology partners, like Sharp, that can help them make sense of new complexities. As businesses look to the future, many are shifting away from simple transactions and are instead seeking deeper, more meaningful partnerships that drive lasting success and innovation.

Technology challenges are no longer one-dimensional

We know this because at Sharp, we’re at the coalface of business with our customers and partners. On the one hand, they tell us that collaboration and agility demand seamless digital tools. On the other hand, security, compliance, cost-efficiency, and environmental responsibility are described as non-negotiable imperatives. Striking the right balance between these two dynamics, while working with as few partners as possible, presents a challenge when aiming for a genuine return on investment.

A bold new promise, built on more than 100 years of trust

This challenge is Sharp’s calling. Founded in 1912, Sharp has a deep history of technology innovation. We know we have what it takes to be the trusted technology partner for our clients who are looking to innovate. In fact, these attributes closely align with our corporate values of “Sincerity and Creativity”. Whether it’s a smarter, more secure multi-function printer, or disruptive (and sustainable) display technologies like our e-paper solution, which we launched at ISE 2024, the Sharp name has long stood for quality and reliability.

We’ve shown the world how Sharp doesn’t just exist to solve single problems, but to give businesses holistic solutions. Responding to their needs for smarter document workflows that live securely in the cloud, or immersive displays that power collaboration across hybrid teams.

This multi-faceted reality has emboldened us to redefine what we stand for. The world is rapidly changing around us, and we don’t intend to wait until it settles. We’re calling this ‘Sharp Digital Experience,’ a clear affirmation of the direction we’re headed at Sharp Europe.

Sharp Europe: A fresh identity for a dynamic future

This new direction signals the beginning of an exciting era at Sharp Europe. The world of technology is moving faster than ever before, and our brand will now reflect the energy, creativity, and forward-thinking spirit that drives us.

We’re excited to unveil an identity that will help customers and partners navigate our business solutions with confidence. With a clearer ‘One Sharp’ proposition and visual assets, our proposition unifies our products and services under one cohesive identity. Our customers can now expect an even stronger partnership with Sharp. One that’s focused on their evolving needs and powered by a renewed drive to help them succeed in a dynamic marketplace.

This unification of services is exemplified by our hero visual asset, ‘The Pulse’, which is emblematic of how our business connects people with technology in a frictionless way. Composed of interconnected elements, it continually adapts and evolves to showcase our comprehensive range of products and services - from IT services to MFPs to innovative display solutions. The Pulse also illustrates the important interaction and closeness that we all have with our customers, simulating digital conversations through our wide range of technology devices and digital interfaces.

Visual assets aside, our repositioning isn’t just ‘a new look’ - it’s our bold statement about who we are and where we’re headed. Sharp has a huge affinity with people and businesses around the world, and this strategic shift signals our ongoing investment in innovation and our commitment to helping organisations enhance performance and unlock new opportunities, no matter their size.

From devices to experiences

As we strengthen our trusted partnerships, what can our customers and partners expect from the ‘Sharp Digital Experience’ as we convey our new positioning?

We’ll help them picture the scene. They walk into their boardroom. Taking a step through the door wakes up the Sharp dvLED display on the wall. And guess what, their presentation is loaded, having been stored securely in the cloud and accessible via their Sharp Synappx platform. The meeting takes place, and ideas are exchanged with their colleagues in the meeting room as well as across 10 other countries around the globe. Everyone sees everything clearly on a Sharp Large Format Display. The discussion flows, decisions are made, and the follow-up documents print securely and in the highest quality via the latest Sharp MFP.

That’s the future we’re setting out to achieve. A world defined by intuitive experiences that connect in a frictionless way to free businesses up to focus on what they do best. This ethos has guided our visual direction too, with ‘the pulse’ penetrating our imagery to show how technology not only connects and speaks to each other, but it also interacts seamlessly with people.

Innovation with intention

As Sharp Europe brings together its IT services, Display, Print, and workplace solutions, it’s creating a platform for connection. Between ideas and action, between people and technology, between today’s challenges and tomorrow’s opportunities. The result? Businesses that are more resilient. Teams that are more empowered. Workplaces that are more inspiring. And that’s what the future of workplaces and public spaces is really about. Not just faster networks or smarter screens, but better experiences for people.

The future of work won’t be built by technology alone. It will be built by how we use that technology. How we design, imagine, and integrate it to serve human potential. By bringing all its strengths together, Sharp Europe isn’t just evolving as a brand. It’s becoming something businesses can truly believe in. A trusted partner, empowering both our existing customers and those we’ll engage through our new identity to navigate emerging complexities with confidence, creativity and sincerity.

The world is changing fast. But with the right technology partner, the future doesn’t have to be daunting; it can be truly inspiring.

And that’s exactly what Sharp Europe is here to prove with expert advice, tailored solutions and secure technology.

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