Epson Strategy 2026: Sustainability, EcoTank, 3D Printing
5 min. read
Updated on May 11, 2026 · Originally published February 9, 2024
At Epson’s New Year press reception in early 2024, Michael Rabbe succeeds Henning Ohlsson as head of Epson Germany after 20 years. During the generational handover, the Seiko subsidiary is emphasizing continuity: 100 percent renewable energy in offices and factories worldwide since 2023, the goal of becoming CO2-negative by 2050, and a printer business that is moving away from the cartridge model are the three pillars for the years ahead.
Key Points at a Glance
- Change: Michael Rabbe (a 15-year Epson veteran) takes over responsibility for Germany from Henning Ohlsson and is focusing on continuity in sustainability and product strategy.
- Climate: In 2023, Epson switched all office and factory buildings worldwide to 100 percent renewable energy. By 2050, the group aims to become CO2-negative.
- Printer business: EcoTank printers with refillable ink tanks are replacing cartridge-based devices. Aldi Süd’s campaign in early 2024 marked the B2C breakthrough, with HP and Canon following suit with their own models.
- B2B pillar: Projectors remain strategically important, especially in education and conferencing. The differentiation from LED walls is price point and brightness per square meter.
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Generational Change with Continuity
Epson’s New Year press reception has a long tradition in Germany. For the first time in 20 years, it took place without Henning Ohlsson, who has retired and handed over the reins to Michael Rabbe in early January 2024. Rabbe has been with the company for 15 years and stresses that he cannot match Ohlsson when it comes to sustainability, but that he stands for continuity and will build on that foundation.
For business customers, this means no strategic breaks in service contracts, channel policy, or education programs. Anyone who has agreed on a roadmap with Epson for printer fleets or projector inventories can assume that the basic direction will remain stable.
Sustainability as a Strategic Pillar
Rabbe proudly points out that in 2023 Epson implemented its plan to switch not only its office buildings but also its factory buildings worldwide to 100 percent renewable energy. The stated goal by 2050 is not only to become climate-neutral, but CO2-negative. Critics note that this also requires an honest accounting of long transport routes – the Scope 3 issue remains unfinished business for the industry.
For procurement and CSRD-relevant supplier assessments among SMEs, this makes Epson a supplier with robust sustainability KPIs. Anyone who needs to align printer or projector procurement with sustainability goals has a concrete argument here.
EcoTank: One in two B2C printers is already refillable
After a trial run the previous year, Epson caused a surprise in early January 2024 with a sales promotion for its EcoTank printers at Aldi Süd. According to Rabbe, business with these refillable inkjet printers in the B2C segment is developing very well. Traditional 69-euro devices, whose cartridge costs quickly exceed the cost of buying a new printer, no longer have a future. With HP and Canon, two strong competitors have jumped on the bandwagon – an indication that the refillable model has reached the mass market.
For midsize companies and home offices, this means procurement strategies for printer fleets should compare EcoTank models against classic cartridge models in an honest TCO calculation, including print volume, disposal costs and service fees.
Projector business: B2B anchor with LED competition
Despite the boom in LED walls, Epson is holding on to the projector business. In professional environments (auditoriums, conference rooms, education), projection remains more affordable in terms of price per lumen, especially on large surfaces. Rabbe points to the strong business with laser projectors, which make maintenance and lamp replacement unnecessary.
For IT decision-makers in companies and public-sector organizations, choosing between an LED wall and a laser projector becomes a classic cost-benefit calculation, depending on room size, ambient brightness and service model.
What IT and procurement decision-makers should take away now
First: include EcoTank models in the selection during the next printer fleet refresh cycle – also in a B2B context, not only in the SOHO segment. Second: compare sustainability KPIs for supplier evaluation with Epson’s figures if CSRD or internal standards require reporting. Third: for AV procurement in education and large conference settings, carry out an honest TCO calculation of projector vs. LED wall instead of automatically opting for an LED wall.
Frequently Asked Questions
Who is Michael Rabbe and what is changing in Epson’s strategy?
Rabbe has been with Epson for 15 years and has been responsible for the German business since January 2024. He is continuing the direction set by his predecessor Henning Ohlsson, especially on sustainability, the EcoTank printer strategy, and the projector business.
Has Epson really fully switched to renewables?
According to the company’s own figures, all office and factory buildings worldwide have been powered by 100 percent renewable electricity since 2023. This does not include Scope 3 emissions from logistics and the supply chain; that is where the next lever lies on the path to the 2050 target.
How does EcoTank differ from traditional cartridge models?
EcoTank printers use refillable ink tanks instead of disposable cartridges. The purchase price is higher, but the printing cost per page is significantly lower. In continuous operation, the extra cost typically pays for itself within 12 to 24 months, depending on print volume.
Why is Epson sticking with projectors despite the LED trend?
Projectors remain cheaper per lumen and are more flexible in medium-sized to large rooms. Laser models reduce maintenance effort. For education and conference customers, this remains the more economically attractive solution as long as ambient brightness can be managed.
What does this mean for midsize printer fleets?
EcoTank models belong on the refresh shortlist, including in B2B. When selecting models, print volume, service model, and sustainability reporting matter, not just the purchase price.
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Image source: Epson Germany
