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ANALYSIS
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enormous generation of data to monitor
actual customer product and service
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 pave the way for
seamless integration of printers/MFPs with
mobile devices and drive the development
of a broader mobile solutions and services
ecosystem.
n
Expanding high value print services.
This year, online brands such as Net-a-Porter
and Airbnb have expanded their brands
into print, and print launches amongst
independent publishers are at a 10-year
high. Print’s tangibility and durability,
its credibility and the feelings of trust it
produces can set it apart from the noisy,
cluttered online landscape. Research has
shown that readers are more likely to retain
information on printed material, leading
to higher engagement levels. 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. Partnerships and
alliances with technology vendors in this
space will enable print vendors to participate
in both the online and offline customer
communications space.
The print industry cannot afford to
rest on its laurels and must be mindful of
the speed and dramatic transformation
experienced in other industries. Consider
how Salesforce, Amazon Web Services and
even Uber have rewritten the rules of their
markets. Is there potential for a similar
disruptive force in the largely closed and
proprietary print industry? Disruption may
not come from traditional competitors, but
from those outside the industry. To adapt
and thrive, the industry must become
more open, expand partnerships outside
the industry and continuously innovate.
This means creating new products and/or
channels and engaging customers, partners
and employees in new ways. Ultimately the
question remains, is the print industry ready
to disrupt itself?
With over 20 years’ experience in the print
industry, Louella Fernandes is a respected
and globally recognised analyst focusing on
the evolution of business printing. Louella is
currently Associate Director for Print Services
and Solutions at Quocirca.
Printer companies that carry our detailed
planning, integrate new applications
effectively and market new services well
typically spend more on their investment,
but enjoy increased profitability as a result,
drupa claims in its second Global Insights
Report,
Touch the Future – Applications that
can create growth
.
The report by Printfuture (UK) and Wissler &
Partner (Switzerland) states: “On average, across
all three parameters (planning, integration and
marketing), those adopting good management
practices invested an additional $70,235, but gained
an additional $175,623 of annual turnover and
enjoyed an additional $63,330 of annual profit.”
The authors add: “Suppliers and printers
must make clear investment decisions on print
applications that they intend to offer/purchase,
and then implement them with effective planning,
operational integration and marketing, if they are to
be rewarded with good growth and profitability.”
The new report, which follows the publication
of
The Impact of the Internet on Print – The Digital
Flood
in October 2014, gives an insight into how
digital technology is impacting the print market
and giving rise to fresh print applications, including
a shift to 1-1 relationship marketing and multi-
channel communications.
Survey responses from 741 members of the
drupa expert panel show that the vast majority
of printer companies are still at the early stages
of service diversification. Of the 26 applications
identified in the report, survey respondents had
implemented an average of just 2.8.
The report states that many of these were
unsuccessful due to “the casual manner in which
many applications were implemented, with little
advance planning, modest integration and only
basic conventional marketing applied”. Survey
respondents also highlight poor pricing and
ineffective sales people as contributory factors.
Even so, the report suggests that some
applications are inherently more profitable than
others: “What is striking is regardless of how
efficiently printers implemented new applications,
some applications offered a quicker payback on
average than others and the differences were not
explained by the size of the original investment.
For example, short-run batch book production
had on average over double the payback period
of on-demand book production (2.2 years
compared to 1 year). Similarly, business stationery
applications had over double the payback period
of multichannel marketing applications (2.1
years compared to 1 year), and digitally printed
corrugated applications had a payback period four
times longer than digitally printed flexibles (5 years
compared to 1.1 years).”
Duplo is hailing November’s London Calling
show a success after deals worth almost
£750,000 were signed at the two-day event,
with a pipeline of new sales prospects
created for the print finishing leader and
its partners Antalis, Apogee, BPIF, Fujifilm,
Grafitec, Infigo, Neopost, Proskills, Renz
and Vivid.
The first deal signed by Duplo was with Rapidity,
which has ordered a Duplo iSaddle Booklet System
for its central London HQ. Duplo also signed deals
with Manor Printing Services of Wooton-under
Edge, Gloucestershire, for a Duplo iSaddle Booklet
System; and with The Print Centre in Berkhamsted
for a Duplo 600i Booklet System. One of Duplo’s
newly launched booklet systems was also ordered
by Enfield-based MPC Printing Solutions.
Hundreds of visitors attended the two-day
exhibition at Sunbeam Studios, in Ladbroke Hall,
North Kensington, which this year had a 007 theme.
Highlights included seven product launches, the
inaugural London meeting of the Duplo Owners
Club, a meeting of the HP Young Entrepreneurs
Network, a BPIF Apprentices Forum and a PrintIT!
School visit.
Good planning key to printer
company profitability
Duplo celebrates
London Calling
success
