A dedicated card printer is a niche product, but for organisations that have a specific need they're invaluable. The P110m is a fine example. It's extremely well built, is a snap to use, and produces great quality results on a relatively wide choice of Zebra cards (almost every colour card is available, in addition to snazzy translucent ones). The only real downsides are that prints are in monochrome only and it can't print on both sides of a card. Some may also have a need for lamination capability, which unfortunately the P110m doesn't support. These features are available on other Zebra models, but of course you're going to have to pay for the privilege.