Four or five years ago, bar code printing products were more complex and required the handling of a salesperson or engineer with specific knowledge, commented Keith Hammersley, commercial manager at the Solihull-based company.
It has now become less complex, the technology is plug and play and with a whole raft of industries using bar codes to track product, the applications are broadening, he added.
"It's a market that has probably been considered very niche, but as the applications and user demand grow, the products will move into a much broader market."
Hammersley added the market was a natural progression for resellers and it was a perfect fit. "For IT dealers, selling an auto ID printer onto a network is no different to selling a printer."
He said dealers that were interested in taking the product to market would need to show a level of understanding of the technology, demonstrate connectivity skills and have the ability to provide support.
With between 80 and 90 dealers operating in the field at present, Hammersley believed there was scope for the IT channel to gain incremental business. "It's a good market to investigate," he claimed.
John Burkett, managing director at Paradigm Distribution, which also designs ID software and handhelds, agreed that there was potentially a large market, but stressed that auto ID was just a part of the bigger picture.