Print Mangement Solution

About Archive May 2006

No Paper In Reims

Is paper losing out to other media?

At the European Document Management Association’s convention in Reims, France, there was concern expressed regarding the loss of printing on paper to other media.

MD of Print Evolved and guest speaker at the meeting, IvorJacobs told the audience to open their minds to a world of new technology. By being keen to solve customer’s communications problems rather than purely sell print, Ivor felt that the right technology for the job would be used. However, he did suggest that new and novel applications for paper and print may see an upsurge in demand, but in niche areas.

Speaking on the subject web to print fulfi lment and the future for this application Ivor suggested that being merely a great salesman, or a wonderful production manager, or an exceptional marketer may not now be good enough to really take on the opportunities that are becoming available

Technology is the enabler not the innovator. Innovation is the human response to challenges. We are now fortunate in having superb reliable technologies to work with; if you think it, you can do it! The importance now of having a real in-depth understanding of the available tools is paramount. Business functions cannot effi ciently exist without this discipline.

Ivor continued his presentation stating that web to print fulfi lment does not work in tandem with an existing operation. It is an integral part of a business. So when investigating the process, detail is vital with brainstorming sessions and knowledge important ingredients.

Ivor recommended leaving no stone unturned in investigating and analysing the method and impact of web to print fulfi lment in any organisation. Every instance of using the web to order print should be part of any consideration of web to print fulfi lment. Thus it is not just interactive templating but it applies wherever someone orders print on the web. Non interactive applications are similar to many non print web applications like hotel ticket purchasing and general web shopping.

Very soon, we will all be using browser interfaces and web technology to do every aspect of business, including print. True network computing using the Internet will be the norm. Indeed, in America there are many companies who refuse to deal with suppliers who are unable to comply with their web interfaces.

Thus, the future for web to print fulfi lment is to look for opportunities where the web could interface just as well or better than current ways of working. Sales people must not be allowed to become sales prevention offi cers. Enthusiasm, incentives, hard work, inspiration and perspiration are no substitute for the ability to act as a conduit between customers and all section of the business. They have to be highly trained and managed sales technicians able to talk at the highest level to IT people within customer’s organisations and technical staff at the printers.

There are global opportunities for those that recognise that web to print fulfi lment may soon be the only way into print fulfi lment. The theme of Ivor’s talk, believing that process knowledge workers who can relate to the market will be in great demand, was continued by other speakers.

Heinz Graeber, a German Print Consultant put forward the idea of setting up new apprenticeships where production and other internal staff would be chosen to work with customers and replace traditional salespeople. He suggested initiating the process with one senior person in a fi rm. This person would then set up a training program on a new one to one basis with selected staff.

It is interesting to note that in Europe, the concept of Print Management has not really taken off. But, following inroads by British and American fi rms into Europe printers are taking note. A highlight of the convention was a visit to the print factory of Michel Lata who has succeeded in formulating novel litho and digital print applications, especially for labels. His Company was now looking at new markets for his techniques, including print mangers. However, it was noted that the Lata factory was not using web technology at all, apart from having a web site.

The European Business Document Association is a fairly new organisation with very interesting participation from all manner of print and related businesses. Delegates attended from all over Europe and Eastern Europe. In addition to the conference itself attendees were rewarded with a visit to the huge Pomery Champagne cellars. What better way to toast the wealth of opportunity that new print technologies have given us.