mass customized printed products a chance for designers ...ip2012.eap.gr/pdf/d_anne_konnig.pdf ·...
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![Page 1: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/1.jpg)
Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König
Mass Customized Printed
Products
A Chance for Designers
and Entrepreneurs?
Burgdorf, 27. 08. 2012
![Page 2: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/2.jpg)
Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König
1.Definitions
2.E-Commerce: The Revolution is just beginning
3.Discussion groups: Mass Customized Business Ideas
4.Current Technologies for Mass Customized Printing Products
5.A Chance for Entrepreneurs? – Porter‘s focus strategy and the
long tail concept
6.Discussion
Outline
![Page 3: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/3.jpg)
Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König
1.Definitions
2.E-Commerce: The Revolution is just beginning
3.Discussion groups: Mass Customized Business Ideas
4.Current Technologies for Mass Customized Printing Products
5.A Chance for Entrepreneurs? – Porter‘s focus strategy and the
long tail concept
6.Discussion
Outline
![Page 4: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/4.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Definitions
E-Commerce
Customization / Personalization
Mass Customization
Pure Click Companies – Brick &
Click Companies
Printed Products
Web-to-Print
![Page 5: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/5.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
![Page 6: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/6.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Definitions
E-Commerce
Customization / Personalization
Mass Customization
Pure Click Companies – Brick &
Click Companies
Printed Products
Web-to-Print
![Page 7: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/7.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Web-to-Print – case: www.print24.com
![Page 8: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/8.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
1.Definitions
2.E-Commerce: The Revolution is just beginning
3.Discussion groups: Mass Customized Business Ideas
4.Current Technologies for Mass Customized Printing Products
5.A Chance for Entrepreneurs? – Porter‘s focus strategy and the
long tail concept
6.Discussion
Outline
![Page 9: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/9.jpg)
Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König
E-Commerce
The Revolution is just beginning
▌ Rapidly growing market:
E-commerce sales in share of Retail sales:
U.S.: 3 % in 2010; 7 % in 2011. Forecast: 9 % in
2016. Source: Forrester Research 2011: US Online Retail Forecast 2011 to 2016.
▌ Huge change in the way of communication:
955 Million monthy users in facebook
World population 2011: 7 Billions. Forecast 2025: 8
Billions. Source: facebook.com statistic June 2012; Wikipedia
▌ Continuous innovations in Digital Printing and
Digital Postpress:
latest digital printing technology: Digital
flatbed printing machines
with UV- hardened inks
Machines manufactured for prototyping become
production
machines, e.g. digital cutting machines and
additive printing
(3-D-Printing)
![Page 10: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/10.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
![Page 11: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/11.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
1.Definitions
2.E-Commerce: The Revolution is just beginning
3.Discussion groups: Mass Customized Business Ideas
4.Current Technologies for Mass Customized Printing Products
5.A Chance for Entrepreneurs? – Porter‘s focus strategy and the
long tail concept
6.Discussion
Outline
![Page 12: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/12.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
1. Pink Cake Box www.pinkcakebox.com
2. Spreadshirt
www.spreadshirt.com
3. Selve www.selve.co.uk /
www.selve.net (German)
4. mymuesli uk.mymuesli.com /
www.muesli.com (German)
5. Hasbro UK www.mymonopoly.com
6. The Personalized Company www.mytwinn.com
![Page 13: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/13.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Mass Customization
Discuss several sucessful business ideas in
small groups
What do they sell? And what product category is
it in?
Is there a „mass“-part of the product? What is
it?
Is there a „customized“ / personalized part of
it? What is it?
What is the „value proposition“? Why do
customers buy the product?
What do you think: is it a pure click company or
a brick & click company?
What are specific „added values“ due to E-
Commerce in comparison with a normal brick
company?
Who of your group would buy the product? And how
often in one year?
Give us three challenges you see in the
production process of the product.
Is there any need of graphic design competence?
If yes, where?
![Page 14: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/14.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
1.Definitions
2.E-Commerce: The Revolution is just beginning
3.Discussion groups: Mass Customized Business Ideas
4.Current Technologies for Mass Customized Printing Products
5.A Chance for Entrepreneurs? – Porter‘s focus strategy and the
long tail concept
6.Discussion
Outline
![Page 15: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/15.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Current Technologies for Mass Customized
Printing Products
3d printing
UV hardening flatbed printing
Digital cutting machines
![Page 16: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/16.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Current Technologies for Mass Customized
Printing Products
![Page 17: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/17.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Materials for UV Flatbed Printing Machines
Polycarbonate
polyester
soft PVC foil
hard PVC
glass
acrylic glass
metal
wood
card board / corrugated card board
foam sheets
composite materials
special materials
![Page 18: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/18.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
1.Definitions
2.E-Commerce: The Revolution is just beginning
3.Discussion groups: Mass Customized Business Ideas
4.Current Technologies for Mass Customized Printing Products
5.A Chance for Entrepreneurs? – Porter‘s focus strategy and the
long tail concept
6.Discussion
Outline
![Page 19: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/19.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
A Chance for Entrepreneurs?
Michael Porter‘s three generic strategies
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Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
A Chance for Entrepreneurs?
The Long Tail Concept
Number of
items
Number of
customers
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Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Thank you very much –
&
I look forward to our
discussion.
www.anne-koenig.de
![Page 22: Mass Customized Printed Products A Chance for Designers ...ip2012.eap.gr/pdf/D_Anne_Konnig.pdf · Beuth Hochschule für Technik Berlin | Prof. Dr. Anne König Mass Customized Printed](https://reader033.vdocument.in/reader033/viewer/2022042908/5f3818f82ee6a70fad79a5fd/html5/thumbnails/22.jpg)
Beuth Hochschule für Technik Berlin | Druck- und Medientechnik
Discussion
1.Is there a chance for
designers?
2.Is there a chance for
entrepreneurs?
3.What are the main elements
of sucess?