The Crossover event in Utrecht, organized by Komori, Screen, and the Post Press Alliance, is taking place this week, with about 300 registered guests over two days, and there are many talks in various languages. You hear German, English, Dutch, Italian, French, and probably more, but a great mix of people from Europe.

The event is very well organized, yet undefined. Obviously, the sponsors/organizers want to show technology. The demo/experience center in Utrecht is packed with post-press equipment from Hohner, H+H, MBO, Bograma, Wohlenberg, Baumann Perfecta, and Komori, and with Screen as a very successful supplier of print on thin paper to the pharmaceutical industry (we have made films from August-Faller and Die Pharmadrucker), but they also show packaging print on the new Komori J-throne (B2 digital inkjet, LED UV) with die-cutting on a Bograma machine - and of course, it’s good to see and experience, but it confuses the messaging.

Talking to visitors also reveals a comprehensive range of printers and interests.

Bernd Zipper and I have been invited to Utrecht to speak, and while Zipper talks about the Print Renaissance, I talk about the digital transformation. The biggest takeaway from my speech is that digital transformation is a data-first approach rather than a machine/technology-first approach, and here the machines are definitely first.

What you see and learn at an open house like the Crossover Event is amazing. Susanne Schöllhorn from Hohner, in her presentation, referred to Hunkeler Innovationdays and how this type of open house enables end-to-end solutions - and I agree, this is the only way to show something that at least reminds one of a real production.

On the floor, you also see the updated CoBo Stack robot that is now using robot arms from Yaskawa. MBO/Komori also shows their AMR/AGV, but in a room. Yaskawa asks for feedback on an entirely automated bindery that is opening new doors and opportunities.

Everything is, of course, an essential part of the digital transformation, and the event is a great place to learn.