Trending: Data & Digital InfoTrends reports on where the industry has been and where it is headed. Industry studies gathered by Info- Trends show that data/personalization and digital printing are two areas business leaders are searching to explore and utilize. The company presented these fi ndings and more at its annual invitation-only breakfast Monday. Digital is growing Digital printing is driving forward at full force, said InfoTrends Managing Director Jeff Hayes. In this $1.5-trillion industry, digital is capturing $180 billion of that. “Digital; not only is it big, it is growing,” said Hayes. He specifi cally pointed to the packaging and decorative segments, which are 64% of that digital marketplace. “They are under no pressure of digital displacement,” explained Hayes. “Those cannot be replaced.” Commercial digital print is growing with a CAGR of 4.6% with packaging seeing 4.6% CAGR and decorative seeing 12.7% CAGR. Hayes reported single pass is creeping into the marketplace and single pass corrugated carton presses, such as the EFI (Booth 1349) Nozomi, HP (Booth 1825) C500, and KBA (Booth 1435) VariJet 106 Powered by Xerox are some of the offerings now on the market. Since 2007-2008 inkjet has grown signifi cantly, while toner-based printing has fl attened. Some of this is due to the increase of the textiles and packaging markets, noted Hayes. Inkjet has a CAGR of 10.8%, while toner sits at 3.7%. Know thy customer… and use it Barbara Pellow, Group Director at Info- Trends reported that corporate frontrunners are looking into how to use data to grow and profi t. She pointed to a quote from Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado. “Without data analytics, companies are blind and deaf, wandering out into the Web like deer on a freeway.” When asked about personalization, 77% of the “Service Expansion Opportunities for Document Outsourcing, InfoTrends, 2016” study’s respondents said it is important to them in how they want to communicate with customers. However, they are challenged with cleaning that data. InfoTrends asked leaders, “How does your company plan to improve the customer experience as it relates to communication?” The two highest responses were better tailored offerings at 39.4% and better data-driven personalization and relevant communications at 38.4%. Businesses are really focusing on data now and over the next two years. When asked, “What are your organization’s top three priorities for the next 12 to 24 months relative to customer communications InfoTrends Jeff Hayes (right), along with a panel of experts, reports on the future of the print industry. lifecycle and/or marketing processes?”, responses were: improve customer data analytics capabilities at 34.8%, invest in customer communications management platform to improve user experience at 34.4%, invest in customer communications management platform to improve user experience at 34.4%, and improve coordination of channels used to communicate with customers at 33.2%. This is a testament to the drive data is having on the industry and its goals. “Marketing success requires leading with data, marketers want to do data driven marketing and are seeking partners to deliver data driven messaging,” said Pellow. Avanti Launches #AskAvanti A new social media initiative to offer the print community an opportunity to collaborate and share ideas and information to drive success, #AskAvanti, was launched Monday at GRAPH EXPO 16. Avanti Computer Systems Limited (Booth 1879), a provider of cloud-based Print MIS solutions, announced the initiative to give members of the print community an opportunity to collaborate, as well as have access to ideas and information to help drive success. #AskAvanti is building upon the knowledge base of over 30 years. With today’s shifting landscape and the anticipation of 2020, when millennials will comprise 50% of the global workforce, Avanti recognizes the need to grow and collaborate beyond its customers, and beyond its technology. Its objective is to help the print community streamline business processes, as well as share ideas for marketing and sales, productivity hacks, and everyday lessons and challenges. “We are asked questions everyday,” said Stephen McWilliam, Executive Vice President, Avanti. “Questions about software, about workfl ow, about streamlining processes, about market trends, and about ROI. #AskAvanti is where we can collaborate, educate and share tips, best practices, and ideas for success in the print industry.” #AskAvanti is live at GRAPH EXPO 16. Attendees can ask questions using the hashtag: #AskAvanti, or by submitting them in writing from the Avanti booth. Avanti will tweet #AskAvanti questions from the show fl oor throughout the day. “By choosing GRAPH EXPO 16 as the launchpad for #AskAvanti, we can cultivate questions live from the show fl oor and have these wonderful offl ine conversations, while supporting this online initiative,” said Joanne Gore, Director of Marketing, Avanti. “We’re launching a digital program and using printed materials to spread the word. I can’t think of a better place for that to happen.” Clear Sailing in the Global Print Economy Channel One of Monday morning’s fi rst events was a look at “The Channel in the Global Print Economy.” Hosted by Danny Moloney, CEO of GlobalChannelPartners (Booth 2869), the seminar focused on what Moloney refers to as the “Omnichannel,” the use of all available platforms to engage customers, including conventional distribution, communication, logistics, trade shows, the Internet, and in-person. According to Moloney’s calculations, there are 500,000 printers in the world, and more than 80,000 “channelers” who serve the printer. These folks include manufacturers, distributors, dealers, print consultants, print associations, print media, major and trade printers, print event organizers, book publishers, magazines and newspapers, print #AskAvanti will help drive the development of a variety of helpful resources, including a new series of ebooks that answer questions like: “How do you say yes when the answer is no?”, “How can you avoid ‘geek-speak’?”, and most recently published “Which business decisions are costing you business?” The ebooks are available for download at avantisystems. com/askavanti. “Ultimately, the questions will drive new content that we will then develop into infographics, articles, webinars, etc.,” shared Gore. “We encourage everyone from every aspect of the print community to #AskAvanti and share their insights, challenges, and questions with our community.” educators, and academic and research institutions. The benefi t of leveraging the Omnichannel, Moloney says, is the opportunity to tap the market that exists outside the shores of the U.S. “We (GlobalChannelPartners) are the enabler that allows printers to go to new markets. The U.S. is only 4% of the global marketplace,” he said. Enormous amounts of data are available today, but data by itself is not a relevant factor anymore, Moloney said. “It’s not relevant unless it’s actionable. Without being actionable, it’s useless to us,” he added. PSPs worldwide must target a global marketplace, according to Moloney. The growing globalization of the marketplace is evident everywhere. “We can’t see developing countries as developing anymore,” Moloney said. “We need to respect them as we do developed countries. If you’re aiming for the future over the next 10-to-20 years, you have to pay attention to these countries.” Print’s future must be: Purposeful, Relevant, Innovative, Necessary, Transcendent, Functional, Utilitarian, Transactional, Useful, Responsive, and Engaging. Taken together, these terms, Moloney says, are fronted by letters spelling “Print Future.” Danny Moloney, CEO, GlobalChannelPartners, urges printers to leverage the omnichannel. 16 | September 27, 2016 | GRAPH EXPO 16 Offi cial Show Daily | PrintingNews.com
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