At GITEX 2025, Epson unveiled cutting-edge printing and projection solutions focused on sustainability, education, and immersive tech. The Brew News sat down with Jason McMillan, Regional Sales Director for Epson Middle East & Turkey, to discuss the brand’s vision and future strategies.
The Brew News: Epson is widely known for its printing technology. However, at GITEX 2025, we noticed a strong focus on projectors and home theatre systems. Has your focus shifted?
Jason McMillan: Absolutely. Many associate Epson with printing, and rightly so — it’s our heritage. But our portfolio extends beyond that. In today’s digital age, our strength lies in placing an image anywhere — be it on a T-shirt, cushion, mug, or wall. Our projector division has been the world’s number one since 2001. We’ve invested in technologies that are versatile, allowing users to project onto any surface — small or large. While printing remains core, we’re evolving alongside digital transformation, and our EcoTank printers and projectors are a testament to that shift.
The Brew News: Speaking of evolution, Epson has also become a leader in sustainable printing. Can you tell us more about that?
Jason McMillan: Sustainability is integral to our brand. Our global vision for 2050 is to be completely carbon negative and underground resource-free. By 2030, we aim to use recycled plastics for at least 30% of materials in our new products. For us, sustainability isn’t just about how a product functions — it’s also about how it exits the market. We design with the entire lifecycle in mind, and this reflects in everything we showcased at GITEX.
The Brew News: How does the UAE market differ from global trends in printing?
Jason McMillan: The UAE has shown rapid adoption of ink-based printing. There’s a clear shift from laser to ink, especially with our EcoTank range. Customers here are conscious of sustainability and operational cost. Ink printing generates less waste, has fewer moving parts, and offers long-term efficiency. This makes it an ideal solution for the UAE’s environmentally-aware consumers.
Epson’s commitment to replacing laser with eco-friendly ink solutions, backed by high-speed PrecisionCore technology and instant print capabilities.
Epson’s premium home cinema offerings with 4K projection and Bose audio, and the eye-health benefits of reflected light from projectors over traditional screens.
– Jason McMillan, Regional Sales Director for Epson Middle East & Turkey
The Brew News: What are the biggest challenges Epson faces in transitioning users from laser to ink?
Jason McMillan: Perception is the biggest hurdle. Some customers believe ink is more expensive or slower. But these are myths. When we engage customers through proof-of-concept trials — particularly at our 1,000-square-metre Innovation Centre in Dubai Production City — we can demonstrate the real value. Once they see the speed, quality, and cost-efficiency of our ink solutions, conversion becomes natural.
The Brew News: Speaking of speed — does ink printing still lag behind laser?
Jason McMillan: Not at all. Our PrecisionCore technology enables speeds of over 100 pages per minute. Our WorkForce Enterprise models, like the WF-M21000, rival — and often outperform — lasers. What’s more, ink printers don’t require warm-up time. That means your first page comes out almost instantly, which is a major advantage in high-demand environments.
The Brew News: How is this technology relevant to everyday users?
Jason McMillan: It’s all about time and efficiency. Whether you’re at home, in school, or in a business environment, the ability to get your printout instantly matters. Ink offers that speed with lower energy use and less maintenance. For users, it means more productivity and less hassle.
The Brew News: AI is transforming industries. How is it affecting printing?
Jason McMillan: While AI isn’t directly changing the mechanics of printing yet, it plays a big role in the document journey. For example, scanning a document, using AI to organise or interpret it, and then printing it sustainably on an ink-based device — that’s where real innovation lies. AI will enhance document workflows, making the whole process smarter and greener.
The Brew News: What role does Epson play in education across the region?
Jason McMillan: Education is a key focus for us. We’re a leading provider of interactive projectors and document cameras in the UAE, Saudi Arabia, Qatar, and Oman. These tools bring classrooms to life, while our EcoTank printers help schools and parents print economically and sustainably. Our goal is to support learning through intuitive, impactful technology.
The Brew News: Dubai is known for luxury living. What does Epson offer for the premium home market?
Jason McMillan: Our home theatre range is perfect for luxury settings. The EF-72 is ideal for compact spaces, while our 4K projectors deliver up to 300-inch visuals. Many models feature built-in Bose speakers for immersive sound. We offer discreet ceiling-mounted options with short-throw lenses for high-end villas and media rooms. It’s about delivering cinematic experiences right at home.
The Brew News: With increased screen time, how does Epson address concerns about eye health?
Jason McMillan: That’s where projection shines. Unlike LED screens, projectors use reflected light, which is much gentler on the eyes. There’s less blue light exposure, making it a safer choice for long viewing sessions — especially for children. Even at high brightness, the projected image is softer and less taxing on your vision. That makes it an excellent alternative for both homes and classrooms.
