Archive June 2004

Reality Check

Ivor Jacobs says that those who dismiss the advantages of technologies for virtual printing and print management software are doing themselves a disservice

It was at least ten years ago that the idea of commercial global networked computing was born - corporate companies led the way by linking expensive computers through private networks and leased lines. Today, through the mass adoption of industry wide standards, this web-enabled technology allows us to access specialist applications and information from any computer via an Internet browser, anywhere in the world, no matter the location or time zone.

No additional hardware

To the technology savvy, it's known as Application Service Provision (ASP), which simply means no additional hardware or software investment is required, Businesses benefit from the remote 'hosted' storage of files and processes that are managed securely and cost- effectively offsite by an independent party. Sophisticated networking technology emerged just as digital printing was being introduced. Combined they created the possibility of a complete automated digital workflow from start to finish. Several organisations saw the potential of linking the technologies and set up shop. Some didn't succeed and some have been swallowed up, but one or two others are now emerging with a refined and workable 'virtual' print offering. Browser technology is now sophisticated enough to provide a simple interface to make virtual computing, as originally envisaged, a reality. Now with greater broadband availability, more industries are seeking faster and better ways to communicate and do business. In the graphic arts industry there is some talk of adopting hosted server-based Internet solutions but it's ad hoc in its approach. That's not surprising given that the software and hardware vendors may well lose out. Indeed it would require a sea change in attitude to cut back on software and hardware - somehow, comfort is sought by hardware flashing and the software packaging that sits on office shelves. However, in the area of interactive design and print ordering online - an area that I have been involved in for several years - many customers themselves already log on to a remotely located central server using a password to access templated solutions to place an order No software, no hardware, no skill needed - just an Internet connection.

Dramatic increase

In the last five years alone, the graphic arts market has experienced a dramatic increase in the adoption of print management software and services. Speaking on behalf of lvor Solution Ltd, we have seen a significant increase in the number of online transactions made during this time. From just a handful of transactions made daily five years ago, we are sometimes seeing over a thousand print orders generated per day through our online print ordering systems. It's important to note that this technology is still under utilised in terms of its order capacity. Through the use of technologies like database mirroring and server clustering, the system can be scaled up to handle any volume of orders.

Situated onsite

There is of course no reason apart from cost, as to why a server cannot be situated onsite with a printer, especially if there is the IT know-how and infrastructure to keep it running round the clock. However, most small and medium sized printers have enough to worry about, and many larger printers likewise are concerned about the expense and ramifications of conducting real e-commerce. There also seems to be a general reluctance, maybe fear, by organisations and printers alike, to embrace a remotely hosted solution where you use and pay for the service as you go. It is, paradoxically, also evident that there are printers who are keen to get going but are unhappy using someone else's remotely located software. They have started to create their own systems, invariably at vast expense. Printers understandably feel that by offering other virtual print ordering systems, even if branded as their own, they could be losing out on two fronts: Firstly, because this way of working means the customer becomes part of the production process which means less control, and secondly, the production workf9ow is now processed outside of the building which means there is no longer a role to be played in its direct management. But by dismissing certain technologies, they are missing out on a huge potential to grow their business.

Direct benefits

Today many people who understand the technologies and directly see the benefits of a more virtual approach to printing are those on the shop floor and those in customer services, but they're rarely given the opportunity to contribute. Where marketing leads, IT, operations and production tend to follow, but in many printing environments the opposite is true. Production, by its very nature, is inward looking, thus web technology - which is the other extreme - is difficult to adopt and for many printers its hard to accept that new systems and different working processes means that new relationships can be forged.

Educate the market

However, it's up to suppliers to help educate the market. If a supplier is confident in his own product, this new way of print ordering could encourage a 'fly before you buy' ethos. Like many products or services, being able to view and understand your investment up front, before you part with your cash is essential for many. And now that software costing millions of pounds to develop can be accessed and managed remotely, the only cost printers need worry about is the cost of each physical transaction - order placed - which means instant savings on staffing and systems. Ultimately, by investing in remote print ordering processes, printers can guarantee long term savings in terms of cost and time, as well as staffing levels and a new improved way of working. Its time to streamline your processes and explore virtual print management.