In my past experience, my lagers have no perceptible sulphur. I understand that the "rotten egg" sulphur (H2S) is undesirable, but every great lager I have tasted has at least a hint of matchstick sulphur (SO2), sometimes fairly pronounced. I found a lot of articles on how to remove it or mitigate it, but little to nothing on how to produce it.
I have tried different fermentation temperatures (low 40Fs to mid 50Fs), but they all taste the same to me; rather bland and "un-lager-ish". I have tried different yeasts (wy2124, wy2007, wlp830, but mostly use w34/70 (which I believe is perhaps the same as wlp 830/wy2124). I have also tried wy2278, but it's been a while. I actually purchased this for my next lager because it specifically mentions sulphur production.
I normally make a starter, using DME and size by the numbers from Mr. Malty (or pitch 2 packs of w34/70). I also usually chill the starter and decant before I pitch it, so I don't get too much DMS from the starter. I've even tried fermenting the starter at lager temps, though it didn't seem to have any perceptible difference.
My "usual" technique is the one described in Palmer's introduction to Jamil's "Brewing Classic Styles", page 43, where the wort is chilled to 7C before pitching, then raised to 10C over the next 3 days. I certainly don't do everything right every time, but like I said, my lagers just don't have that classic taste I get from nearly every craft lager.
If you have any recommendations or corrections to my technique, it would be greatly appreciated. Lagers are a style I have yet to even pull off, much less master :)