Stop Calling Them Copiers!

“These devices began as ‘copiers’ performing a single function,” he notes. “It will certainly be a hard task to rebrand the machine that many have known their whole lives as a ‘copier.’ MFP, while a perfect name to describe the device’s current functions, may take some time before it catches on.”

Those who sell the products have made the switch, notes Jason Dizzine, senior manager, product marketing at Ricoh—just not the users.