5
Leapfrogging the commercial
print “catch-22”
Commercial print shops face their own set of issues.
Certainly there are exciting opportunities like variable data
printing, which drives higher margins—or web-to-print,
which makes it easier for customers to order printing. But
capitalizing on these opportunities means winning the
constant battle for market share in a mature and increas-
ingly consolidated industry. The byproducts of
consolidation are relentless competitive pressures, down-
ward price trends, and declining operating income.
To win, print shops must change the conversation from
one of print as a commodity to offering added value. To
differentiate their businesses they need to help customers
improve their communications effectiveness and attract
and retain more of their customers. Here’s the catch-22. To
grow revenues, print shops must offer value-added serv-
ices. To offer value-added services, they need advanced
digital technologies. And to fund infrastructure invest-
ments, they need service revenues. Chicken or egg, one
fact is clear. The end game is to entice customers to buy
more products and services—and the only sure way to get
there is with advanced imaging technologies.
A productive print operation is one that can accept and handle a
variety of jobs and turn them around quickly, efficiently, and with
professional quality. A productive print operation is equipped with
print engines, software, and finishing systems powerful enough to
handle a variety of files and jobs. It is staffed with people who know
how to get the job done. It can produce a wide range of jobs quickly at
the lowest possible cost. And it is agile enough to shift gears in an
instant, leveraging intelligent workflow to automate processes, ensure
accuracy, improve customer service and monitor and report on various
aspects of production.
On Becoming More Productive
Here’s the good news. Improved productivity is well within reach and
the right print infrastructure can help you achieve it with a minimum
of effort. The productivity puzzle comprises two interrelated pieces—
print engines and software—that enable a print operation to deliver
more value. While some print engine vendors lock customers into
proprietary hardware and software configurations, others offer workflow
software from dozens of independent companies. However, neither
approach delivers the productivity that print professionals need to
improve performance. Instead, productivity requires open integration
between hardware and software to deliver immediate and long-term
benefits. To become more productive, you need to:
• Optimize production processes and equipment to get more out of
the resources you have
• Transition to flexible digital equipment that supports the services
your customers want
• Implement workflow solutions that streamline processes and inte-
grate with your infrastructure
• Maximize speed and productivity to achieve peak performance
using powerful digital devices
• Implement systems that enable you to create more work faster,
accelerate turnaround, accommodate a wider range of jobs and
media, and offer more finishing solutions
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