Sharp Europe’s New Chapter: The launch of One Sharp and unified IT Services Sharp DX
January 21, 2026
Sustainability, Cloud print, Cloud, Article, Trends
Sharp Europe is continuing its transformative journey, marking a new chapter under the unifying theme of ‘One Sharp’. This initiative signals a bold step forward, integrating diverse business lines and digital innovations to position Sharp as a leading technology partner across Europe. At the heart of this evolution is the launch of Sharp DX, the company’s unified IT services brand, designed to deliver a seamless, consultative, and customer-centric experience.
One Sharp: A Unified Vision
The ‘One Sharp’ theme encapsulates Sharp Europe’s commitment to breaking down silos and fostering a collaborative culture. This new approach is not just about merging business units; it’s about harmonising mindsets, strengthening culture, and leveraging the collective expertise of Sharp’s teams. The focus is on consultative sales, where IT professionals engage customers with a business-outcomes attitude, moving beyond transactional thinking to deliver broader long-term technology-driven benefits to customers. Based on extensive customer and partner research, Sharp has identified the attributes that are critical to success in the prevailing business landscape. Its strategy is built around the three pillars of earning and nurturing customer trust, delivering high quality in every sense – from product to service and support – and offering real expertise.
Introducing the company’s strategic vision, Joe Tomota, President of Sharp Europe, explained: ‘Customers need more than product; they need partners.’ This is reflected in the new strapline, ‘In step with your future’, highlighting Sharp’s ambitions to build long-term, value-based relationships with its customers, supporting them as they navigate the fast pace of change in today’s market.
This cultural shift is especially significant as Sharp integrates IT services, historically distinct from its traditional print and copier business, into a unified and more dynamic ecosystem.
Launch of Sharp DX: The Unified IT Services Brand
Sharp DX represents the culmination of Sharp’s digital transformation efforts, bringing together infrastructure management, application management, and digital experience (DX) solutions under one banner. This unified brand is designed to meet the evolving needs of European businesses, offering everything from private and hybrid cloud orchestration to advanced identity management and AI-driven services. The emphasis on a consultative, customer-facing approach ensures that Sharp’s IT experts are not just service providers, but trusted advisors influencing strategic conversations.
Sharp DX draws together the IT services companies that Sharp has acquired in the past five years, including ITpoint in Switzerland and Apsia in France, under one brand. It is clear from talking to senior executives of these businesses that the acquisitions have succeeded in integrating the companies into the Sharp family at a pace and depth that has adapted to each organisation. Sharp understands that local market knowledge and the strength of existing customer relationships are important foundations for the future business, and it has respected these through the course of the acquisitions. Roland Singer, Vice-President IT Services, noted that this has resulted in a smooth transition for customers, who can now benefit from seamless international support. Joe Tomota also underlined that Sharp recognises the broader cultural value the IT services integrations bring to the organisation, pointing to the younger demographic of employees in these divisions and the opportunity to attract new talent to the Sharp brand.
Key Pillars of the New Chapter
- European Technology Support Centre in Warsaw
A cornerstone of the One Sharp strategy is the expansion of the European Technology Support Centre in Warsaw. Sharp plans to double its resources here within two years, reinforcing its commitment to providing robust, localised support for customers across Europe. It will introduce a Security Operations Centre for XDR, enhancing cybersecurity support for customers. This investment will enhance Sharp’s ability to deliver high-quality, responsive IT services, further strengthening trust in the Sharp brand.
- Sharp Display Solutions: Fully Integrated
Sharp Display Solutions are now fully integrated into the One Sharp ecosystem, enabling customers to benefit from a unified portfolio that spans IT services, document solutions, and display technologies. This integration supports a seamless digital experience, bridging the gap between hardware and cloud-based services, and positioning Sharp as a holistic technology partner.
- New A3 and A4 MFP Innovations
Sharp is unveiling its broadest document solutions portfolio to date, with new A3 and A4 multifunction printers (MFPs) that feature heightened eco-credentials, including 50% PCR content and industry-leading TEC values. These innovations reflect Sharp’s ongoing commitment to sustainability, offering energy-efficient, environmentally friendly options for businesses looking to reduce their carbon footprint while maintaining productivity. The new devices are designed to integrate easily into IT environments, working in conjunction with cloud, security, management, and capture software advances to support hybrid worker productivity.
- Advances in the Synappx ecosystem
Sharp’s Synappx solutions ecosystem has been enhanced with updates to its cloud print management solution, Synappx Cloud Print, which now embeds scanning functionality, connecting Sharp MFPs to all major cloud storage services, and expands identity provider support. The new Synappx Cloud Capture solution, launching in spring 2026, is a valuable addition, automating previously manual information capture processes and applicable to both scanned and digital documents. Synappx Cloud Capture uses AI to identify and capture key information within documents, preparing it for onward integration into accounting and planning platforms. With simple set-up and configuration, it will enable Sharp partners to offer workflow automation services aligned with customer goals for productivity and accuracy.
- Boosted Partner Investment
Approximately 500 Sharp partners had the opportunity to discover Sharp’s new vision and strategy during the Inspire event, with a positive response to the unified brand reported by executives. The partner message was ‘Stronger Together’, a mantra Sharp wants to extend to all its partners, suppliers, employees, and wider stakeholders. To support channel partners, Sharp launched the SharpOne dealer portal and the Sharp PartnerShop. These platforms are designed to boost partner success, providing dealers with the tools, resources, knowledge-sharing opportunities, and support needed to succeed in a rapidly evolving market. By fostering stronger partnerships, Sharp aims to drive mutual growth and deliver greater value to end customers.
Beyond direct partner support, Sharp will also be launching marketing campaigns that cross traditional and newer channels, including TikTok and Reddit, alongside LinkedIn and conventional media. These aim to elevate Sharp’s brand awareness among the younger demographic that is starting to enter decision-making roles.
Looking Ahead: Stronger Together
The journey of the past year, encapsulated in the ‘One Sharp’ narrative, has been about more than just organisational change. It has been about embracing a new chapter where talent, technology, and trust converge. The evolution of AI was addressed with a message recognising AI’s power to accelerate smaller businesses and pointing to a future that is ‘agent-operated, human-led’. With initiatives such as Synappx bridging the gap between cloud and on-premises environments, and a renewed focus on sustainability and digital experience, Sharp Europe is poised to lead as a unified, innovative, and customer-centric technology brand.
Quocirca opinion
This is a pivotal moment for Sharp. In common with the wider print industry, the company has recognised the need for dynamic change in order to build future success and address the challenges associated with being a historically R&D-driven manufacturing-led business. Its strategy is grounded in extensive research among its customer and partner base, and the result is a focus on discerning customer outcomes and shifting to a more consultative, agile approach.
Sharp Europe understands that its customer market values local knowledge and expertise, and its approach to building the Sharp DX IT Services division respects the strength of existing customer relationships within the organisations it has acquired.
Sharp shows a strong appetite for progress and a willingness to shift its mind-set at all levels, which is one of the biggest challenges for large organisations. This is backed up by tactical changes such as the relocation of the company’s headquarters away from its manufacturing base and into central Osaka.
While many industry peers have acquired IT services firms, often with mixed results regarding integration and channel readiness, Sharp has opted for a more considered, ‘fast-follower’ approach. Historically, being first to market in the IT services space has proven a double-edged sword; competitors that moved early often struggled with the cultural and operational friction of merging legacy hardware business models with high-touch service delivery. Sharp has specifically focused on a strategy of selective, high-synergy acquisitions and a refined IT services roadmap.
The narrative presented at Sharp Inspire Expo was both consistent and cohesive, signalling a mature transition from hardware-centricity to a services-led strategy. Sharp showed a clear commitment to partner support and customer value, and has built a credible foundation for growth that effectively bridges the gap between traditional print and the broader IT services landscape.
