“I remember the print business in the night, then I can’t sleep anymore!“ — I would have also approved this statement formulated based on night thoughts by Heinrich Heine until recently. But: Thought and check helps. And it succeeds with a multi perspectival #Think!Paper vision.
Print is the most diverse industry imaginable. All areas of life are addressed, whether as a private person, as a business person — a life without print is inconceivable. Digital printing has expanded the spectrum even further. Particularly in the area of soft signage and in-store marketing, many new applications have emerged, which are simply breathtaking.
Drivers and guarantors of profitable growth in new markets are first of all the technical innovations. However, they need a solid foundation, which is mainly determined by the best knowledge of the relevant trends. The goal must be to adapt new print applications to changing market needs.
Here are some thoughts and suggestions on how to effectively manage the handling of trends.
To bring the trends reliably, it is not easy.
One thinks first of high-profile measurement via trade shows. But: For example the highlights of topics, as well as the nomenclature of Messe Düsseldorf for the drupa as a worldwide leading trade fair of the print industry are naturally constructs, to attract as many and new exhibitors.
My POV: Fairs offers therefore do not fully reflect the relevant trends that characterize the print industry.
As well, the common market research and trend reports not leading target, are effective as an indicator of future investment behavior of established printing companies there always readily applied, speculative, and no more than.
The print industry is always innovation-driven. At the time, it was always to the enrichment and enhancement of the existing possibilities. Today everything is different. And above all no longer linear. A rethink is imperative:
The top issue, at the latest since the existence of digital printing, is the business model change for printers. There are two major developments:
The trends in the use of relevant technologies assign three essential aspects:
Unbelievable, but true: The market for print solutions (technology + production + commercial) is greater than commonly portrayed many times. The ecosystem printing industry is broad and is a three-digit billions alone in Germany.
Almost 2/3 of the total revenues generated by a few hundred industrialized printing factories.
Growth areas are proving to be doing differently than previously forecast to: E.g. for inkjet printing are up on book printing in the substitution of offset printing, but above all in the toner printing systems. Important: ‘Inkjet-to-Go’ inspires new applications outside of the print industry, directly from their customers.
A new orientation requires the success in the business of print and print using, driven by the creativity and courage. This, it is important to distinguish:
Andreas Weber has been a print expert and internationally renowned business communication analyst, coach, influencer, and networker for over 25 years. His activities focus on transformation for the digital age and include lectures, management briefings, workshops, analyses, reports, and strategic advice. – His blog www.valuetrendradar.com inspires readers from over 150 countries worldwide. — In 2018 he started a new project —#Think!Paper — which represents an unique initiative to focus the beauty of print&transformation driven by experts on a global level. The #Think!Paper motto: knowledge@work.
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