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YOUR BUSINESS : PRODUCTION PRINT
40
One hundred and fifty trillion pages
are produced worldwide today using
production print technology, only 2%
of which is printed digitally [Smithers
Pira 2012]. “So, yes, there is a growth
opportunity,” said Kevin O’Donnell,
Marketing Manager, Graphic
Communications Operations Europe
for Xerox. “But do remember that
growing markets are also the most
competitive.”
He added: “Resellers moving into
the production print space will find both
volume and specialist resellers, as well as
manufacturers’ sales teams present. That
said, traditional high-end office printing
devices do share similar DNA to the lower-
end production systems, so the technology
can be familiar to resellers. Beware the
need, though, for colour management,
broader paper formats and types and new
data stream management, as all these are
highly relevant, as is an ability to provide
production class finishing and fulfilment.”
Andrew Harris, European & UK
Professional Print Marketing Manager,
Canon UK & Europe, agrees that both the
professional print and wide format markets
represent a growth opportunity for its
partners, due to growing digital volumes
and new applications driven by digital print
technology.
“Canon knows this, not only through
its own experiences and the successes
of its partners across Europe, but also
through analysing independent research,
which demonstrates the growth in digital
print and the opportunity it represents
for both the Print Service Provider (PSP)
and the reseller/partner. For example,
the InfoTrends
Western European Digital
Production Printing Application Forecast
Report
shows that digital print volumes
will grow significantly between 2011
and 2016, driven by applications such
as publishing and general promotional
materials,” he said.
This argument is supported by Canon’s
own Insight Report,
Building Your Future
with Print
, which reveals that 67% of PSPs
believe the biggest revenue growth in the
next five years will be in digital colour. The
report also highlights an increase in the
number of print buyers using digital print
applications (from 2012 to 2014).
Making the transition
“A decision to move into any new market
shouldn’t be taken lightly,” warned
O’Donnell. He said that prospective
entrants should ask themselves if they have
the skills, capability, coverage and focus
not just to place three or four systems,
but to build a profitable and sustainable
business.
He said: “There is a different skill set
required to break into and sustain in this
market, so in my mind the opportunity
should either be organic, building on
existing skills and client relationships, or by
partnering or acquiring a complementary
business.”
According to Harris, the skill set
question is one that can only be fully
answered on a reseller by reseller basis,
as some resellers may already possess the
knowledge and skills to sell in this arena.
“However the professional print market
does differ from the office market and,
of course, requires a detailed knowledge
of not only the products and available
solutions, but the customers’ needs and
requirements,” he said.
He added: “When selling into Graphic
Arts or CRD, it is imperative that the
reseller understands their business needs
and challenges, as well as the market
trends and opportunities that will affect
their print operations now and in the
future.”
In
The Future of Digital Printing to 2024
, Smithers Pira
forecasts a 250% increase in the value of the global digital
printing over the next ten years. Here we explore the
opportunities in production print for the channel and explain
how non-specialists can make the transition.
Supporting
growth
Vendor support
Given the complexity of the products
involved, it is essential that vendors
support their partners. Naturally, both
Xerox and Canon continue to develop their
capabilities in this area.
“Xerox’s partnering programmes
provide a range of both training and
ongoing support for businesses looking to
enter the production print market,” said
O’Donnell.
From Canon’s perspective, Harris said:
“We have developed a professional print
learning curriculum to support our partners
in developing their skills and achieve
success, focusing not only on products
and solutions, but also helping them to
understand the market space and their
customer requirements.”
He added: “We also have a team of
specialists available, from a dedicated
professional print business development
manager to a team of product, solutions
and customer specialists. What is vital is
that we also give our partners the tools
to differentiate their approach and enable
them to build long-term partnerships
with their customers. Tools such as
independently commissioned market
insights, which cover the views of both
buyers and print service providers, business
analysis tools for Graphic Arts and CRD
customers and business development
programs are in place to help the PSP drive
their print operation forward and embrace
new opportunities.”
,
Kevin O’Donnell,
Marketing
Manager,
Graphic
Communications
Operations
Europe,
Xerox
Andrew Harris,
European & UK
Professional
Print Marketing
Manager,
Canon UK &
Europe
