Robots to the Channel, Channel to Robots

By Mason Bright

The numbers do not lie. Print volumes fall each quarter. Managed IT helped but never replaced pages. Water and VoIP filled some gaps. Production print flared, then flattened. Dealers keep diversifying, but the mix still leans 65 percent A3 and A4. Service tails shrink. Technicians age out. Recruiting stalls. The question hangs in every service bay and boardroom: what replaces the copier as the hardware that keeps the channel alive?

CricketsUS exists to answer that question. Our mission fits on a single line: we bring robots to the channel, and the channel to robots.

That means giving copier and IT dealers a bridge into the emerging world of service robotics, autonomous mobile robots (AMRs) and humanoids that move, learn, and generate recurring service revenue. It also means showing robotic manufacturers how to reach real customers through the field-service networks you already run.

Are We Experiencing a Convergence or ‘The’ Convergence? 2025 Version

By Greg Walters

In 2013 I wrote about convergence as a meeting of formerly distinct domains. Now, in 2025, that framing feels quaint. The question has shifted: we no longer approach convergence. 

We live it.

CricketsUS - Bringing Robots to the Channel and the Channel to Robots.

Robots in the Office: We’ve Seen This Before

Back in the 1980s, Xerox built an empire on a simple formula. Sell the machine at thin margins, but lock in every cartridge, drum, and service call for years. Dealers thrived because they didn’t just sell boxes. They serviced them. They showed up when the machine broke. They built relationships that outlasted product cycles.

Now look at what just landed. Figure, the humanoid robotics startup, has cut a deal with Brookfield, one of the largest property managers in the world. More than 500 million square feet of office space, plus 160 million of logistics facilities, are being turned into a training ground for humanoids. Forget showroom floors or TED stages. These robots are heading into lobbies, cafeterias, and mailrooms, everywhere copier dealers dominate.

You’re Not Selling a Machine. You’re Selling Time.

When I started in this business, I thought I was selling copiers. 

Machines. Toner. Maybe a contract or two. 

The truth didn’t hit me until a client said this: “Greg, I don’t care what brand it is, just make sure my people don’t have to think about it.”

That’s when it clicked.

They weren’t buying a copier. They were buying time.

You can dress it up all you want. Feed rates, duplex speed, finishing options, mobile compatibility. None of it matters if the buyer still feels like they’re wasting time. That’s the true cost center.

Here’s the part that’s hard for new reps to swallow. Most of what you’re trained to say—the machine specs, the upgrades, the lease deal—none of that really addresses the real value prop. The C-suite is not looking for a slightly faster warm-up time. They want their operations to move smoother. They want to stop hearing complaints about the printer jamming or the receptionist asking for another toner order.

They want to stop wasting time on things that are not their business.

So the next time you're in front of a buyer, stop selling the box. Sell the time the box gives back.

"...and now the effect is a widow and two orphan children..."

“I am told that as a state representative this is the moment where I'm supposed to express my heartfelt condolences and then stand in solidarity with those on the other side of the aisle as we condemn political violence and stand unified as one people.

But we aren't "one people" are we?

The truth is we haven't been for some time now, and there is really no point in pretending anymore, if there ever was.

We are two very different peoples. We may occupy the same piece of geography, but that is where the similarities seem to abruptly end.

I convinced myself for a long time that whenever the left called me a racist, a bigot, a sexist, a fascist, a "threat to democracy" for even the most innocent of disagreements, that it was simply hyperbolic rhetoric done for effect.

🚀 Copier sales training is about to change forever.

Meet Celeste — 

an AI-powered sales trainer 

built on OpenAI’s ChatGPT and fueled by a growing library of real sales documents. From cold-call simulations and account reviews to identifying prospects, 

Celeste adapts in real time, cuts research time, and even acts as a CRM with memory. 

With no direct competition, it’s uniquely positioned to disrupt the copier sales industry. 

• One on Ones? No problem.
• Training customized specifically for you? Duh.  Your are Celeste's world.