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Lucien Moons Business Accelerator current mission with Scitexvision-NUR-Colorspan (Now a HP company since Nov 2005) is to market High Volume large format digital printers and help accelerate the analogue to digital revolution for silk screen, offset and packaging companies in Central Eastern Countries. (Pol, CZ SK HU RO SLO Cro BH Ser Mace Bulg.)


Sunday, March 22, 2009

Digital Printing 2009 Beyond the Technology Enablers



Technology Enablers

What you should know before investing in new presses in 2009

When are the projects taking place: end 2008/early 2009

Project Structure & Deliverables
• Research of markets, technologies, economics and buyers; Deskwork plus Interviews
• Written report with executive summary;
• Workshop for participant companies;

Background

2008 was a year of opportunity for digital printing. There is a glut of ‘shallow’ reports in the printing
sector. We shall summarise quantitative market growth forecasts. But there is a gap in the market for
readable, clear, in-depth sales and marketing structure information. Such information will provide a
new perspective, highly-actionable material for participants. When can digital be used from a technical
and economic perspective as of now? What is the ‘psychology’ underpinning the process of change
to digital from analogue? If the technical and economic performance is right, as we’ll determine in the
Total Cost of Ownership / ROI models presented, why won’t people take up digital systems? These
questions though important, are generally left unmentioned, or at least unexplored. Do we understand
the performance, economics and decision-making of digital within the broad context of the entire
business unit, and the interests of individuals in the corporate environment, who are responsible for
changing over to digital? Putting this together may reveal more about why some companies will not make the investment in a printing system. It may take us beyond the technology enablers.

Premise
• Potential buyers and users of digital printing systems don’t have enough information and
understanding to know that digital printing may be good for them. Those that do, may be inhibited.
Aim
• The report forms the basis of a valuable marketing strategy to suppliers of digital systems. Explain
remaining barriers to adoption of digital printing systems, which will benefit printing system,
printhead and ink suppliers responsible for tactical marketing and selling.
• Write report, an authoritative, independently-produced body of mainly primary market knowledge.
• Take on board issues around organisational and individual behaviour, and management practice.
How do individuals with responsibility for buying and running the printing systems think and act?
Under what conditions do they work?
• We hope that with your early support, this will become the private industry reference on these
issues.
source Cambridge Investment Research Ltd

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