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DIGITAL DISRUPTION
36
Augmented
reality
technology
is being used
alongside
print media
to create an
immersive
and engaging
interaction
usage. This data enables manufacturers to
deliver better service performance through
predictive data analytics (think proactive
service and supplies replenishment)
and by collecting information about
customer usage of products or services,
vendors can improve product design and
accelerate innovation. Developing strategic
partnerships with open technology vendors
can also pave the way for the seamless
integration of printers/MFPs with mobile
devices and drive the development of a
broader mobile solutions and services
ecosystem.
n
Expand high value customised
print services.
Many of the traditional
print vendors can leverage their own or
third party hardware (including print, visual
and display signage technology), services
and tools to develop cross media channel
communications. Think interactive print
above and beyond Quick Response (QR)
codes as a way of connecting off-line and
on-line marketing messages.
The print industry must therefore
become more aligned to brands – for
instance Coca-Cola’s European “Share a
Coke” campaign used HP’s Indigo digital
press technology to create personalised
labels.
Meanwhile, the use of augmented
reality (AR) technology is being used
alongside print media to create an
immersive and engaging interaction with
the reader. This requires an AR app (such
as Blippar, Layar or Augment) which uses
image capture technology to launch
interactive content from a smartphone
or tablet. Such interactive print solutions
bring print to life, for instance pointing a
smartphone at a billboard ad or printed
magazine can generate a movie trailer, 3D
interactive model, enhanced photographs
that move and speak and so on.
Future outlook
The print industry is not immune to digital
disruption. Print manufacturers have
thrived for many years by focusing on their
core engineering competencies to create
competitive advantage. Many have focused
their efforts on moving into the profitable
managed print services market through
both acquisitions and refocusing business
models. However, as hardware and MPS
become increasingly commoditised,
software competence will be one of the
most important differentiating factors for
the industry.
As they face converging market forces,
with the right vision and proposition,
print manufacturers can play a role in the
digital world. Each vendor will fight the
battle differently but the smart players
will recognise that to adapt and thrive,
they must become more open, expand
partnerships outside the industry and
continuously innovate. This means creating
new products, services and/or channels
and engaging customers, partners and
employees in new ways.
Manufacturers face strategic choices
with their response to digital disruption
and how they drive relevancy and customer
engagement. Ultimately the question
remains, is the print industry ready to
disrupt itself?
...continued
The theme of this year’s Green Light
event is “Transformation is now”.
Several new features will be making
an appearance this year, one of
which is a showroom-style immersive
exhibition experience. Showcasing the
latest innovations and products from
suppliers, the exhibition will boast
a creative and interactive journey
to enable real-time interaction with
the modern workplace. Live product
demonstrations will bring the
colourful and vibrant floor plan to life
and animate selling opportunities for
attending delegates.
Based on event feedback from previous
years, the exhibition time has also been
extended at this year’s event to give
delegates additional time with exhibitors.
Key members of the VOW team will also
be at the exhibition making this a prime
opportunity to meet and network with them.
Green Light 2016
Registrations are in full swing for VOW’s next Green Light
event which takes place at the Hilton Birmingham Metropole
on December 2. The wholesaler is expecting some 400 reseller
delegates, 80 exhibiting vendors and 15 speakers to attend
Workshops and speakers
VOW recently unveiled details of its new
product strategy that will see a constant
rolling launch of products, which will
give resellers a more timely and relevant
offering for their customers. This new
initiative will break the traditionally
predictable merchandise cycle and be
driven by market and customer demand.
To reflect this, the agenda and workshop
content at Green Light will be tailored
around helping resellers with their sales
strategy to make the most of potential
opportunities in growth categories.
Workshops and seminars on the
day will cover new product information,
marketing tactics, market trends and growth
opportunities for 2017 as well as topics
such as mobility, wellbeing and education.
Green Light Awards
As in previous years, the event will close
with the Gala Dinner and Awards. New
for this year, the awards ceremony will see
the introduction of more supplier award
categories than previous years, namely
the Best Product of the Show, the Product
of the Year and the Supplier Account
Manager of the Year. The coveted Best
Stand Award, an established category
from previous years, will also be given out
to the exhibitor that displays innovation
in interpreting the Green Light theme of
“Transformation is now” and having an
exhibition stand that demonstrates this.
Commercial and Marketing Director
Heather McManus said: “Green Light has
steadily gained momentum over the last
two years and it is considered by many to
be the industry’s prime networking and
discovery event. Each year, we look to build
a compelling agenda, present thought-
provoking content, and throw a spotlight
on new product and service opportunities
for our customers and their teams. We
hope to raise the bar further this year with
what we have in store.”
EVENTS
