where are we going?
DESCRIPTION
A short version of the standard VIGC seminar 'Where are we going? Figures, Trends and Strategies' on the changes in the printing industry.TRANSCRIPT
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Where are we going?Paper Chain Forum
Eddy Hagen
VIGC – 5/11/2014
ideas.inspire.growth
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VIGC
• Flemish Innovation Center for Graphic Communication• Not for profit organisation
• Originated from within the industry
• Located in Turnhout
• Known worldwide, e.g. Live Preflight Profiles
• Mission VIGC (short version): • Informing the printing industry as a whole
about and supporting with the implementation
of innovation and best practices.
• How do we do that?• Collective services, e.g. seminars
• Individual services, e.g. consulting
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
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Agenda
• Short version of a much broader seminar: ‘Where are we going? Figures, Trends and Strategy’• Standard seminar, next session: 4/12 (in
Dutch)
• In company possible (also in English), even
including time for extensive discussion
• This leads to interesting discussions and insight!
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
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Truths about Innovation
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Gartner Hype Cycle
Every new technology knows these phases!
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Truths about Innovation
• The perfect storm • Innovations will only succeed if all elements
are in place: the time needs to be right
• E.g. digital photography
• Good, cheap cameras
• Cheap memory, storage
• Everybody has a computer, with
internetconnection
• Printing of digital pictures
• Easy tools for assembling personalized photo books
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
Content
•Truths
•Customers
•Technology
•Figures
•Example
•Conclusions
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Evolutions at Customers
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Evolutions at Customers
• Publishing• Information consumption, reading culture is
changing
• Shift towards web / tablet / mobile / e-readers
• Young people
• Business models based on advertising are not
as easy as they used to be
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
Content
•Truths
•Customers
•Technology
•Figures
•Example
•Conclusions
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Advertising budgets for print get smaller each year…
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Yet: influence of printed ads is higher than sociale media
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Stong decline in advertising revenue newspapers US: one man!
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Evoluties bij Customers
• Commercial Printing (CP)• Large part of CP is related to marketing and
publicity
• What keeps marketers awake?
• Marketing = integrated approach
• ‘Functional’ print
• E.g. administrative documents, envelopes, …
• Can we replace it by something more efficient?
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
Content
•Truths
•Customers
•Technology
•Figures
•Example
•Conclusions
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Need to measure respons, also from print!
Source: Adobe, DIGITAL DISTRESS: What Keeps Marketers Up at Night? (2013)
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Where is the place of print in this landscape?
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Technological Evolutions
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Technological Evolutions
• When do technological evoluation make sense?• Efficiency gains (= cost)
• Shorter run lengths (= ‘micro jobs’)
• Getting attention (= ROI of marketing)
• Measuring response (= ROI of marketing)
• Generating added value (= answering a need
of customers)
• Stability & reliability
(= guaranteed production)
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
Content
•Truths
•Customers
•Technology
•Figures
•Example
•Conclusions
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Everything evolves, also ‘old’ technologies
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Inline controlesystems are a must: faster setup, smaller deviations
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What does this mean for the logistics around the press?
Offset press anno 2014: 169 jobs in 24 hours… Offset vs digital…
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Also in finishing short make ready
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Flexo also for high quality jobs
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Superfast job changes in flexo: minimum run length gets shorter…
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Desktop label printing and converting…
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These devices are placed in offices, competing with PSPs…
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Short run lengths, to convince print buyers to buy more expensive print
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Print can ‘seduce’ people: demand for better paper qualities
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Many helpful, affordable ‘workflow’ tools outside the printing industry
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Big data (good data mining) + ‘personalised’ folders = $$$$$
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3D printing = ‘manufacturing’, other market than ‘printing’
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Industrial printing: usually part of a much bigger production process
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Figures
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Figures
• Why do things happen the way they happen? What is the real reason?
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
Content
•Truths
•Customers
•Technology
•Figures
•Example
•Conclusions
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What is this strong
growth (1981-1994)?
Be careful with figures: know the background!
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Changes in buying behaviour are difficult to turn back…
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Evolution ‘Other Graphic Papers’ top 2007 > 2013: -32%!
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An Interessing Example
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Changed label is solution to ‘missed sales’: added value! $$$
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Conclusion
(and Strategy)
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Conclusion
• The world is changing, fast…• Customers of the printing industry
• The printing industry itself
• Knowing what happens is essential, keeping
up-to-update is a very important task
• This is the added value of VIGC!
• E.g. weekly ‘Verplichte Lectuur’
• Influence of digitisation, intern is huge
• IT = key to succes!• Even of strategic importance!
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
Content
•Truths
•Customers
•Technology
•Figures
•Example
•Conclusions
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Conclusion
• Print, printing companies do have a future!• On condition that companies take the right
approach…
• Strategic options for succes?• Come to our seminar!
© VIGC - 5/11/2014 Where are we going? (Paper Chain Forum)
Content
•Truths
•Customers
•Technology
•Figures
•Example
•Conclusions
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Thanks! :-)
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Titel seminarie
ideas.inspire.growth
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Strategic partners VIGC