Key Takeaways
- Zebra has earned its position as the market leader by building one of the industry’s most complete barcode and enterprise mobility ecosystems.
- Toshiba focuses on reliable thermal printing, broad print language compatibility, and straightforward deployment, making it a strong option for many customer environments.
- For many organizations, replacing thermal printers is less about changing brands and more about minimizing disruption to existing workflows.
- Thermal printing offers office technology dealers an opportunity to expand within existing customer accounts while generating recurring revenue from hardware, labels, ribbons, printheads, and service.
- Impression Solutions helps dealers enter or grow the thermal printing market with training, technical support, pre-configuration services, and same-day shipping on qualifying orders.
Most office technology dealers already have customers who use thermal printers every day.
Manufacturers print product labels. Distribution centers print shipping labels. Healthcare organizations print wristbands and specimen labels. Retailers rely on barcode labels for inventory and point-of-sale operations.
The opportunity isn’t convincing customers to adopt thermal printing. They’re already using it.
The opportunity is recognizing that many of those customers purchase thermal printers from a different supplier than the one providing their copiers, multifunction devices, and Managed Print Services.
When dealers begin evaluating thermal printing, two names consistently dominate the conversation: Zebra and Toshiba.
Zebra is the brand most people know. Toshiba is a brand many dealers are now taking a closer look at, particularly as they seek to expand their print portfolio while minimizing deployment complexity for customers.
Both manufacturers produce dependable thermal printers used in demanding environments. The difference isn’t that one company builds “good” printers and the other doesn’t. The difference lies in their market strategy, product philosophy, software approach, and where each platform fits.
Zebra Built the Market
It’s difficult to discuss thermal printing without talking about Zebra.
For decades, Zebra has been one of the industry’s most recognized names in barcode printing. Today, its products are used across manufacturing, transportation, logistics, healthcare, retail, government, and warehousing.
Part of Zebra’s success comes from offering much more than printers.
Its portfolio includes:
- Industrial and desktop thermal printers
- Mobile printers
- Barcode scanners
- Mobile computers
- RFID technology
- Rugged tablets
- Enterprise software
- Device management platforms
Many large organizations have standardized on Zebra because they can source an entire barcode and mobility ecosystem from a single manufacturer.
For enterprise customers managing thousands of devices across multiple facilities, that level of integration can be a significant advantage.
Toshiba Takes a Different Approach
Toshiba has built its reputation differently.
Rather than creating a broad enterprise mobility ecosystem, Toshiba has focused on producing high-performance thermal printers designed to integrate into existing customer environments with minimal disruption.
Its product portfolio includes:
- Desktop barcode printers
- Industrial barcode printers
- Mobile printers
- Receipt printers
- RFID-capable models
For many customers, that’s exactly what’s needed.
They’re not looking to replace an entire warehouse mobility platform. They’re looking for dependable printers that produce consistent labels, integrate with existing software, and require minimal changes to established workflows.
That focus has made Toshiba an attractive option for organizations evaluating new hardware without wanting to redesign their labeling environment.
Compatibility May Be Toshiba’s Biggest Advantage
One of the biggest concerns customers have when replacing thermal printers has nothing to do with print speed or resolution.
It’s compatibility.
Over the years, businesses have invested heavily in:
- ERP systems
- Warehouse Management Systems
- Shipping platforms
- Label templates
- Custom applications
Many of those environments are built around specific printer languages.
The thought of redesigning thousands of labels simply to replace aging hardware is enough to delay purchasing decisions.
This is where Toshiba stands apart.
The BX Series supports automatic print language detection and emulation for ZPL II, DPL, SBPL, and TPCL. In many environments, this allows existing label formats to continue working with minimal modification.
While every installation should be evaluated individually, this broad compatibility can significantly reduce the complexity of replacing older printer fleets.
For dealers, that’s an important conversation starter.
Rather than asking customers to replace an entire labeling environment, the discussion becomes whether new hardware can fit into what already works.
Software and Fleet Management
Software is another area where the two companies differ.
Zebra has invested heavily in enterprise device management.
Platforms such as Link-OS, Printer Profile Manager Enterprise, and VisibilityIQ allow organizations to remotely monitor printers, deploy firmware updates, track performance, and manage large fleets across multiple locations.
For organizations with hundreds or thousands of printers, those capabilities can be extremely valuable.
Toshiba’s software strategy is more focused on simplifying print operations.
Features such as native PDF Direct Printing allow compatible PDF label files to be processed without traditional print drivers.
Its Print Data Converter, part of Toshiba’s A-BRID platform, can modify incoming print data inside the printer itself, including adding 2D barcodes without changing the host application.
Rather than emphasizing enterprise-wide device analytics, Toshiba focuses on reducing deployment complexity and helping customers maintain existing workflows.
Innovation Beyond Traditional Label Printing
Both companies continue to innovate.
Zebra has expanded through software, mobility, RFID, and warehouse technologies.
Toshiba has focused on advancing thermal printing itself.
One example is the Toshiba DL1024, the world’s first duplex linerless thermal printer.
The printer produces a shipping label on one side and a packing slip on the reverse side in a single pass, eliminating the need for traditional release liners.
It’s a specialized solution rather than a printer for every customer, but for high-volume fulfillment operations, it demonstrates Toshiba’s continued investment in solving practical workflow challenges.
Why This Comparison Matters for Dealers
For office technology dealers, the most important takeaway isn’t deciding whether Zebra or Toshiba builds the better printer.
Both manufacturers have earned strong reputations.
The greater opportunity lies in recognizing that thermal printing often represents an untapped part of an existing customer relationship.
A customer purchasing Managed Print Services, copiers, and office printers from your dealership may already own dozens of thermal printers supplied by someone else.
That creates opportunities to provide:
- Hardware
- Labels
- Thermal ribbons
- Printheads
- Maintenance
- Technical support
Unlike office printing, thermal printing also generates recurring revenue from consumables that customers purchase throughout the device’s life.
Rather than competing for entirely new accounts, dealers can often expand within customers they already serve.
Why Now Is the Right Time to Have the Conversation
Several industry trends make thermal printing especially relevant today.
Organizations continue replacing aging printer fleets while modernizing warehouse, manufacturing, healthcare, and retail operations.
At the same time, the GS1 Sunrise 2027 initiative is encouraging retailers to support both traditional 1D barcodes and newer 2D barcodes, such as QR Codes and GS1 DataMatrix symbols.
Sunrise 2027 does not require organizations to replace all their printers. Many existing Toshiba and Zebra models already support 2D barcode printing.
The broader discussion is whether current software, label designs, and hardware are ready to meet future requirements.
That gives dealers a timely reason to begin conversations with customers about their thermal printing environment, regardless of whether a replacement is needed immediately.
How Impression Solutions Helps Dealers Grow
Impression Solutions supports dealers with the resources needed to confidently expand into thermal printing, including:
- Same-day shipping on qualifying orders
- Pre-configuration services
- Product training
- Certified technical support
- Flexible financing options
- Access to Toshiba’s thermal printer portfolio without carrying significant inventory
For existing ISI partners, thermal printing is a natural extension of their relationship with their distributor.
Frequently Asked Questions
How difficult is it for a dealership to start selling thermal printers?
For most office technology dealers, the learning curve is smaller than expected. The sales process is similar to that for other business technology solutions, and many customers already have an established need for barcode and label printing. Working with a distributor that provides product training, technical support, and pre-configuration services can help dealers enter the market without making a significant upfront investment.
Which industries create the biggest thermal printing opportunities for dealers?
Manufacturing, warehousing, logistics, healthcare, retail, and transportation are among the strongest opportunities because thermal printers are essential to their operations. Businesses in these industries frequently require replacement printers and consumables, as well as ongoing support, making them a natural fit for dealers looking to expand existing customer relationships.
Do customers typically replace all their thermal printers at once?
Not usually. Many organizations refresh thermal printers in phases as equipment reaches the end of life, facilities expand, or new business requirements emerge. This gives dealers an opportunity to develop long-term replacement strategies rather than treating every project as a one-time hardware sale.
Expand Your Print Portfolio with Impression Solutions
Thermal printing is a natural extension of the services many office technology dealers already provide. Whether you’re introducing thermal printing to your dealership for the first time or looking to grow an existing business, Impression Solutions offers the products, training, technical expertise, and dealer support you need to succeed.
Learn more about Toshiba Thermal Printers or contact the Impression Solutions team to discover how expanding into thermal printing can help you strengthen existing customer relationships and grow recurring revenue.
About ISI
Impression Solutions Inc. is a value-add, full-service distributor of printing and imaging solutions. ISI offers their dealers, resellers and their end users unparalleled service and support as an OEM full line authorized distributor of Kyocera monochrome and color printers, MFPs, Wide Format Printers, printer accessories, printer supplies and customized printing solutions. Recent launches include Virtual Inventory Services and IS Docs, a turnkey Document Management program for Imaging Dealers to grow their monthly recurring revenues (MRR). ISI maintains a full inventory of over 2,200 SKUs of printer products ready for same-day shipment from their 35,000 square feet of warehousing space in 5 distribution centers from coast to coast.
