Securing the P&L: protecting a razor-and-blades business model through software

Committing to a full software rebuild, not for the features it would add, but to protect the recurring revenue of a captive hardware ecosystem.

Markprint sells like software but does not pay for itself like software. It is the digital component of a set of three, alongside the thermal printers and the consumables that go with them, and the margin sits in how much of those consumables gets used. The software itself had aged without anyone paying much attention. So the question was never whether to modernize it, but what happened to the rest of the chain if we did not.