State of the Industry
 The changing market place for print – Digital Print Forum, Milan, Italy



 Kaspar Roos
 Senior Con...
Agenda



                          • Introduction
                          • State of the Industry
                     ...
Introduction




© 2009 InfoTrends, Inc.                  www.infotrends.com   3
Industry analyst firm focused on the
                          consumer imaging, office document technology and
          ...
Advisory services around digital imaging




                          • Market Research

                          • Fore...
State of the Industry




© 2009 InfoTrends, Inc.                       www.infotrends.com   6
Economy is undergoing a major recession…




                          • Italian GDP -4.6% in Q3 2009

                   ...
Sharp Decline in Gross Domestic Product




                          Source: istat, 2010

© 2009 InfoTrends, Inc.        ...
How bad is the current recession?




             Source: National Institute for Economic and Social Research, UK, Januar...
Number of Printing Establishments, 2003-2008


                            -0.9% CAGR ‘03-’08




   Source: Eurostat, 201...
Graphic Arts Turnover, 2003-2008
 € Billions

                               -0.5% CAGR ‘03-’08




   Source: Assografici...
US Uncoated Free Sheet Paper Consumption (tons 000)

                                                            1999 Peak...
Western European Paper Consumption, 1998 – 2010




                              -14.2% (2006-2009)




   Source: InfoTr...
Let’s have a look at digital print (on demand)



       • Despite drop in paper consumption, digital print volume is grow...
Annual Impressions: Production Copying & Digital Printing, W.E.


                          500

                         ...
What drives the growth of digital print?


      • Developments around colour print
                  Quality and economic...
The Transformation of
                          Print




© 2009 InfoTrends, Inc.                     www.infotrends.com 17
What is going on?



            • Shift from physical (print) to virtual (electronic) representation




© 2009 InfoTrend...
What is going on?


             • Shift from centrally created content to user-generated content




© 2009 InfoTrends, I...
What is going on?

         • Shift from a few dominant media forms to multitude of media channels




© 2009 InfoTrends, ...
What will be the dominant form?



 • That’s the big question

 • Probably multiple forms

             Research indicates...
They Work! More Channels = More Response
     Please provide the average response rate of campaigns that use the following...
Future Technologies &
                          Applications




© 2009 InfoTrends, Inc.                     www.infotrend...
Local Publishing / Micro-zone Publishing

     • Local / Micro-Zone Publishing
       Local “journalists” use an online
  ...
Reverse Publishing

      • Reverse Publishing
        Inverts the publication process.
        Takes existing online (use...
QR Codes – great addition to paper



                                    • Attendee management

                         ...
New Applications that combine print & web


       • Augmented Reality
         Optical marks in printed media
         al...
The advertising and publishing world is changing

      • The shown examples here are just a couple of innovations that ha...
Conclusions &
Recommendations
Generic Growth Strategies during the Recession


                          • Develop Internet-enabled strategic
          ...
kaspar_roos@infotrends.com




© 2009 InfoTrends, Inc.                                www.infotrends.com 31
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15° DPF - Scenario di mercato

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Transcript of "15° DPF - Scenario di mercato"

  1. 1. State of the Industry The changing market place for print – Digital Print Forum, Milan, Italy Kaspar Roos Senior Consultant 9 February 2010 © 2009 InfoTrends, Inc. www.infotrends.com
  2. 2. Agenda • Introduction • State of the Industry • The Transformation of Print Changing Advertising Spending The effect of the Internet on advertising • Future Technologies & Applications • Recommendations © 2009 InfoTrends, Inc. www.infotrends.com 2
  3. 3. Introduction © 2009 InfoTrends, Inc. www.infotrends.com 3
  4. 4. Industry analyst firm focused on the consumer imaging, office document technology and production printing & publishing industries. UK Boston Beijing Tokyo Focused Credible Responsive Visionary © 2009 InfoTrends, Inc. www.infotrends.com 4
  5. 5. Advisory services around digital imaging • Market Research • Forecast and projections • Product overviews / positioning • Coverage of industry trends • Events (e.g. TransPromo Summit) • Consulting projects © 2009 InfoTrends, Inc. www.infotrends.com 5
  6. 6. State of the Industry © 2009 InfoTrends, Inc. www.infotrends.com 6
  7. 7. Economy is undergoing a major recession… • Italian GDP -4.6% in Q3 2009 • Industrial output dwindling -25% decline in April 2009 • Credit scarcity • Decline in print establishments accelerating © 2009 InfoTrends, Inc. www.infotrends.com 7
  8. 8. Sharp Decline in Gross Domestic Product Source: istat, 2010 © 2009 InfoTrends, Inc. www.infotrends.com 8
  9. 9. How bad is the current recession? Source: National Institute for Economic and Social Research, UK, January 2010 © 2009 InfoTrends, Inc. www.infotrends.com 9
  10. 10. Number of Printing Establishments, 2003-2008 -0.9% CAGR ‘03-’08 Source: Eurostat, 2010 © 2009 InfoTrends, Inc. www.infotrends.com 10
  11. 11. Graphic Arts Turnover, 2003-2008 € Billions -0.5% CAGR ‘03-’08 Source: Assografici, 2010 © 2009 InfoTrends, Inc. www.infotrends.com 11
  12. 12. US Uncoated Free Sheet Paper Consumption (tons 000) 1999 Peak Year = 14,803 tons (000) Tons (000) (approximately 3 Trillion 8.5x11 sheets) 16,000 19% decline 12,000 since peak (569 B sheets) Inter-recession Inter-recession Inter-recession 8,000 CAGR = 4.4% CAGR = 1.9% CAGR = -0.4% 4,000 0 '83 '84 '85 '86 '87 '88 '89 '90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 US Economic recessions Sources: American Forest & Paper Association, InfoTrends © 2009 InfoTrends, Inc. www.infotrends.com 12
  13. 13. Western European Paper Consumption, 1998 – 2010 -14.2% (2006-2009) Source: InfoTrends, 2009 © 2009 InfoTrends, Inc. www.infotrends.com 13
  14. 14. Let’s have a look at digital print (on demand) • Despite drop in paper consumption, digital print volume is growing 1.5% CAGR between 2004 and 2008 for Western Europe • Transition from offset to digital in full swing Digitally produced print is currently estimated around 12% of total volume and growing • Digital Equipment Printer Placements in Europe Colour market grew by 3.8% CAGR between 2004-2008 Monochrome market declined by -0.3% CAGR between 2004-2008 © 2009 InfoTrends, Inc. www.infotrends.com 14
  15. 15. Annual Impressions: Production Copying & Digital Printing, W.E. 500 450 Actual (1.5% CAGR) Forecast (4.5% CAGR) 408B 400 Annual Impressions (B) 329B 350 300 Spot Color 250 Process Color B&W 200 150 100 50 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: InfoTrends, 2009 © 2009 InfoTrends, Inc. www.infotrends.com 15
  16. 16. What drives the growth of digital print? • Developments around colour print Quality and economics of latest colour devices bring newspapers, magazines, and other longer run applications into reach of digital • New applications (enabled by hardware and software developments) Photobooks TransPromo New forms of publishing (will discuss later) • Changing Market Demands Digital Packaging (especially pharma and food processing industries) • Outsourcing opportunities as enterprises are reevaluating printing costs © 2009 InfoTrends, Inc. www.infotrends.com 16
  17. 17. The Transformation of Print © 2009 InfoTrends, Inc. www.infotrends.com 17
  18. 18. What is going on? • Shift from physical (print) to virtual (electronic) representation © 2009 InfoTrends, Inc. www.infotrends.com 18
  19. 19. What is going on? • Shift from centrally created content to user-generated content © 2009 InfoTrends, Inc. www.infotrends.com 19
  20. 20. What is going on? • Shift from a few dominant media forms to multitude of media channels © 2009 InfoTrends, Inc. www.infotrends.com 20
  21. 21. What will be the dominant form? • That’s the big question • Probably multiple forms Research indicates that combining channels is more effective than advertising through one channel only Likely to combine print and web to benefit from each properties - Print has emotional value - Cross-media can be used for tracking / measurement • Print is still the preferred media Although print-related advertising are declining, print is still the preferred media by far © 2009 InfoTrends, Inc. www.infotrends.com 21
  22. 22. They Work! More Channels = More Response Please provide the average response rate of campaigns that use the following combinations of media channels. Improvement over print-only campaigns Print, e-mail, and Web landing pages 8.8% 35% Print, email, Web landing pages, and 8.7% 34% mobile marketing Print and e-mail 8.3% 28% Print and Web landing pages 7.7% 19% Print only 6.5% 0% 2% 4% 6% 8% 10% N = 217 marketers Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008. © 2009 InfoTrends, Inc. www.infotrends.com 22
  23. 23. Future Technologies & Applications © 2009 InfoTrends, Inc. www.infotrends.com 23
  24. 24. Local Publishing / Micro-zone Publishing • Local / Micro-Zone Publishing Local “journalists” use an online portal to submit stories, photos, and community events for the neighbourhood’s community Web site and print product • Triblocal Example of a Micro-Zone website where people can upload local stories and pictures which will be printed in a local newspaper (Chicago Tribune) © 2009 InfoTrends, Inc. www.infotrends.com 24
  25. 25. Reverse Publishing • Reverse Publishing Inverts the publication process. Takes existing online (user generated) content and makes them available in printed form • Example: SharedBook.com Technology to gather content from blogs or websites and print them in a book. Allows for annotations and even some customisation. • Example: HotPrint.com UK company that develops software to create photo books from FaceBook profiles at affordable prices ($2.99 or £1.99) © 2009 InfoTrends, Inc. www.infotrends.com 25
  26. 26. QR Codes – great addition to paper • Attendee management • Detailed information Link to a landing page • Integration with EBPP Electronic Bill Presentment & Payment © 2009 InfoTrends, Inc. www.infotrends.com 26
  27. 27. New Applications that combine print & web • Augmented Reality Optical marks in printed media allow computers (via webcams) to add extra information in 3D • Example: Touching Media © 2009 InfoTrends, Inc. www.infotrends.com 27
  28. 28. The advertising and publishing world is changing • The shown examples here are just a couple of innovations that have recently emerged • Time will tell if local and custom publishing is a sustainable business model • New forms of advertising such as QR codes and Augmented Reality can blend print with online world, but they are far away from mainstream • In the meantime, it is more important to focus on benefits of print Emotional Value of Print Timeless carrier of information Physical Medium, Portability © 2009 InfoTrends, Inc. www.infotrends.com 28
  29. 29. Conclusions & Recommendations
  30. 30. Generic Growth Strategies during the Recession • Develop Internet-enabled strategic sourcing customer programs that serve small and large businesses • Leverage multi-channel communications programs with demonstrable ROI • Build B2B and B2C print products • Focus on recession-proof markets • Market your capabilities • Leverage lean manufacturing, automation, and digital technologies © 2009 InfoTrends, Inc. www.infotrends.com 30
  31. 31. kaspar_roos@infotrends.com © 2009 InfoTrends, Inc. www.infotrends.com 31

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