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If we look at the world where we are, some things are new but some things are the same as it has always been.
You have consumers. You have brand owners and you have printers.
What is new is that all these three now have a choice of how to do things.
Consumers can now decide if they want to consume information printed or on-line
and it is clear that the iPads and mobile phones do have an impact on the way we consume information.
Second, the brand owners now have a choice to do on-line campaigns,
out of home advertizing, TV advertizing, printed advertizing
and the choice of medium is much larger than it was in the past.
Finally, printers need to reflect all of that being capable of printing it but either digitally or offset.
So, changes are not only technological changes but they are also behavioral changes.
We have also other structural changes
The major impact for me delivers the fact that commercial printing as we know it,
as; let’s call it advertizing money financed business, it´s really dying - when you use analog technology.
The road map for me looks like this.
Commercial print is in a dead road as we know it.
What we will get in the future is hybrid production, cloud printing
and this leads us to the new, what I call, “print 2.0 highway” which is very successful.
That means we all have to change our business behavior in dealing with media especially with print.
They need to think, “What kind of job will I need to print in the future?”
That simple question is linking them to their customers, the brand owners,
the ones who are purchasing the pages. What kind of page, do they want?
It’s about cloud printing. It’s about web to print.
This is going to happen every day in the future
and web to print has to be linked to digital solutions.
Second, you need to understand that the brand owners don’t care so much about cost per page.
They care about the cost per contact. How much does it cost to engage with a customer?
How much does it cost to communicate properly the value proposition of your product?
So, the debate is no longer about cost for massive production.
The debate is about information relevance.
Having that in mind should help PSP’s (print service providers) to think
what kind of technology is best to make information relevant.
Print, in the future, should not be an investment. Print should always be a profit bringer.
As a PSP how could you reach that target, you have to rethink your business behavior
and your business approach, first of all.
And second, you have to become a digital native.
It’s not a question of skipping print and preferring iPads and on-line media;
it means to have the digital possibilities we have in doing a good communication show.
It means always mixing up all the relevant printing technologies,
all the relevant digital printing technologies with on-line in general.
I cannot imagine a single campaign which would be successful in the future
without hybrid production in the background.