In today's Technology, I would like to continue on the topic of above. Many software companies in the printing industry have worked hard to optimize the quoting process in the past years.

When I worked in a printing company back in 2002, my boss invested in an MIS/ERP system. The solution managed inventory, labor cost, depreciation, planning, etc., and based on a full-cost model, and with relatively simple inputs, the solution was able to output a 'sales' price. Two issues soon occurred. First, almost nobody dared to trust the computer and the price it so nicely delivered in a word document ready to be mailed to the customer. So all salespeople lowered the markup to feel comfortable with the selling price. Secondly, when we had bids/tenders, my boss relied more on handwritten calculations. When my boss realized that salespeople lowered the markup, the first workaround added a markup on the cost elements. Now, the value of ERP/MIS has disappeared since neither pricing nor after calculations would be accurate.

Long story short, you can't calculate a sales price. Sales prices depend on the value delivered, and that differs from customer to customer.

What would be great in my mind is changing the entire paradigm of pricing.

So if any MIS/ERP/Web-to-Print or other influencers read this, here is my wish list for future calculation tools:

• Auto sales budgeting based on actual performance
• Running budgets, not limited to any period
• Use AI to compare customer buying patterns
• Use buying patterns to suggest products/sales/margins
• Inventory management to minimize inventory by not only showing idea cost price but also ideal to capital bindings
• Mystery shopping module to test price performance of your company
• Performance indicators on success/failure prices
• Market price suggestions rather than full-cost models

The objective is to support the industry growth, higher margins and indicate optimum performance.

Last Sunday, my article was read by almost 2,000 readers - quite a surprise, to be honest, but of course, appreciated. Some of the comments I sometimes get from editors or other media is why I believe we are better than everybody else? I think that INKISH is one out of many offers, and of course, I believe we are better than most - and if I didn't believe that or at least convinced that we can improve, why should I continue working? Still, I also think that INKISH is just one of many good media, so friends, followers, and readers, I think diversity is essential in almost everything!

So, in my mind, media diversity is essential. My concerns over media are more relating to the business models than the content and the sometimes not so transparent who you as media serve.

On Facebook, LinkedIn, and YouTube, we have all been touted how vital video is for years, but it isn't true! It's almost the dumbest you can say, since a book, a magazine, a video isn't good because of the medium. It's only good if the content is good, so video in itself has no value. On all the SoMe channels, and unfortunately, also from the printing industry, you see videos that have close to zero value (in my mind.)

You may have the best intentions with videos from your production or your showrooms, but what unfortunately happens is a saturation of video and the value of Social Media.

A few weeks ago, I spoke to an industry person about how vendors use Social Media/video - and as I said to him, I see it as follows:

• - The first level is to show running equipment with no story
• - The second level is to add a story, i.e., showroom presentations
• - The third level is to develop the story covered with footage
• - The fourth level is to develop engagement with the viewer

The above levels are how I see the development, and most vendors' self-made films are on levels one and two, which probably works fine for most. The bigger question is what the industry needs from a longer perspective. If tradeshows will be limited (I believe they will), and if trade media will be fewer and with a considerably lower economy (which also I think), the industry's education is challenged. I believe that education in a broader perspective required videos on level three+ - but then again - still my opinion!

I see tough times for trade media in the printing industry since many don't offer video as part of their offerings. I also see tough times since vendors who now become their own media outlet will make it more difficult for trade media to attract advertisers - unless we all re-think our business models and add value that is more than putting a self-made video on LinkedIn :-)

As mentioned in several previously published articles on NEWS about exhibitions, tradeshows, etc., need to adapt to the new times, and so must the trade media.

The European Championship of Football takes place these weeks, and though I am not a big sports fan, I, of course, follow the matches where Denmark beats the shit out of the competition - and also the matches where we are beaten. So what has football too with politics? I wish there weren't any relation, but there is! Danish politicians have participated at the stadiums and done all they could to get their "moment." Several ministers in the Danish government have been "sponsored" by VW (after a meeting where VW promoted their green initiatives!), and others sponsored by Carlsberg, and others by others. It's not new that lobbyists and businesses try influencing politicians. Still, politicians have limited skills in selecting the right opportunities and have been all over the press - and unfortunately, not only Danish politicians. It seems that too many politicians take the category "light bribery" very easy - which is a democratic concern, and it can either be made entirely transparent - which I prefer - or expect politicians to live to their legislations. I don't know the more difficult it is, but it is likely not the last time we hear how sports and politics mix.

See you next Sunday!